The design challenge was to rebrand a local company and to make a cohesive identity. I chose to rebrand a smoothie bowl shop located in Minnetonka. You get a better idea of what this places serves with the new and improved logo, as well as the refined color palette, which comes from the colors of the smoothie bases: acai, pitaya, and matcha. A new business card, postcard, various updated menus, and a stationery set bring the new identity to life with the new brand personality traits of bold, modern, and healthy.
I was inspired by the colors of the smoothie bowl bases for my color palette. Also, I wanted to convey "healthy" and "natural", so I made to sure to include a leaf in the logo. My typeface was bold and modern to convey my brand traits. Lastly, I was inspired by the typographical posters for food companies that only include the names of the ingredients. I felt it was important for me to include something like this so the natural ingredients are transparent to the customer while making a statement.
Brand Statement:
We know it is difficult to find a quick and healthy meal. At Nautical Bowls, we combine fresh, superfood smoothie bowls and an up- lifting atmosphere, so everyone can live a fruitful life- literally! Our ingredients are organic, gluten free, dairy free, plant-based, and packed with essential vitamins & nutrients!
OLD LOGO:
NEW BRAND IDENTITY:
