PROJECT OVERVIEW
ADDING FRESHNESS, YOUTH AND PERSONALITY WITHOUT CHANGING ITS CORE IDENTITY.
[ APPROACH ]
THIS PROJECT FOCUSED ON ADDING A NEW VISUAL LAYER TO AN ALREADY ESTABLISHED FAST REAL FOOD BRAND.
THE BRAND HAD A STRONG IDENTITY AND MARKET RECOGNITION, SO THE GOAL WAS NOT TO REDESIGN IT, BUT TO ENHANCE IT.
THE ORIGINAL LOGO AND COLOR PALETTE WERE PRESERVED, WHILE A NEW FAMILY OF ILLUSTRATIONS WAS INTRODUCED TO BRING MORE FRESHNESS, ENERGY AND CHARACTER TO THE BRAND.
[02] PROJECT GOALS
REFRESH THE BRAND’S VISUAL COMMUNICATION TO FEEL MORE YOUTHFUL, DYNAMIC AND EXPRESSIVE, WHILE REINFORCING ITS POSITIONING AS FAST BUT REAL FOOD.
THE FOCUS WAS ON ADDING PERSONALITY, IMPROVING VISUAL IMPACT AND CREATING A MORE EMOTIONAL AND MEMORABLE BRAND EXPERIENCE ACROSS ALL TOUCHPOINTS.
TARGET
A GENERATION THAT CARES ABOUT WHAT IT EATS
THE PROJECT WAS AIMED AT A YOUNG, URBAN AND CONSCIOUS AUDIENCE THAT VALUES SPEED WITHOUT COMPROMISING ON QUALITY. A PUBLIC THAT PAYS ATTENTION TO WHAT IT EATS, CARES ABOUT INGREDIENTS, AND SEEKS AUTHENTIC, HONEST AND ACCESSIBLE FOOD OPTIONS THAT FIT AN ACTIVE LIFESTYLE.
[04] PROJECT SUMMIRIZES
WHEN REALITY MEETS EXPRESSION
THE COMBINATION OF REAL PHOTOGRAPHY AND ILLUSTRATION ALLOWS THE BRAND TO COMMUNICATE ON TWO LEVELS AT ONCE: REALITY AND EXPRESSION. PHOTOGRAPHY BRINGS CREDIBILITY, TRUST AND APPETITE APPEAL, WHILE ILLUSTRATION ADDS PERSONALITY, YOUTH AND EMOTIONAL IMPACT. THIS MIX CREATES A VISUAL LANGUAGE THAT FEELS BOTH HONEST AND PLAYFUL, PERFECTLY ALIGNED WITH A FAST BUT REAL FOOD CONCEPT THAT SEEKS TO CONNECT WITH A YOUNG, CONSCIOUS AND VISUALLY DEMANDING AUDIENCE.
Illustrations by @magnolio.studio
