Introduction
Zoop is a restaurant chain that makes and distributes delicious snacks. The products are made with attention to details and served across the nation. Their goal is to create a brand identity and packaging for their main product that convey a sense of excitement as well as kindness for their target audience : Couples. They prefer an extravagant design using their Brand colour White. They prefer NO use of text in branding.
Service
Packaging and Branding
Establishing Brand Strategy
Brand Goals
A brand identity which does not follow traditional design in Food Industry. Instead the client wants to stick to their brand color White and use "NO TEXT" on the packaging of their main product.
Brand Mission
An extravagant brand identity that conveys sense of excitement and kindness for their target audience.
Brand Values
Attention to detail.
Target Audience
Couples
Strategy notes :
The branding should be self explanatory. Instead of utilizing typography , images and colors , we will need to create a design that is unique to the brand.
The color used in branding will be restricted to White (#FFFFFF) and secondary contrast colors to make the Brand color White stand out
Ideation (Brief dissection and Keywords)
Since Brand color restriction is white , we will use shapes to create unique design elements that will incorporate the client values i.e
Kindness , Excitement , Extravagant , Attention to Detail
The brief has not specified the main prodcut so we are choosing 'Pizza' as the main product to visualize branding
Setting Initial Moodboard (Source : Pinterest)
Choosing the Color Palette
The primary brand colour is White and there is a need of contrast which does not necessarily needs to be Black. The reason behind choosing secondary colour is to contrast the White - placing it on centre of the stage while also creating an overall warm inviting feel to the brand.
Typography
For Typography there is a restriction of "NO TEXT" for branding. Hence I chose to create a logo which will be separate from the brand identity and only used in packaging .
I chose to go with Super Bugly Font as it is right in the middle of 'professional' and 'playful' where I can modify it to create custom logo for Zoop.
Logo Exploration
Creating a custom logo from selected typeface : Super Bugly
To recap the brief : Zoop's mission is to create an identity that involves sense of excitement and kindness towards their target audience : Couples
I ideated the keywords 'Kindness' and 'Excitement' to breakdown into : Shapes , Colors and Food
Brand Assets and Design Elements
Now let's define Brand Assets for the main products - Pizza
For keeping the consistency in brand products - I used the similar approach of logo exploration.
