Brand Strategy / Visual Identity System
Creation of a visual identity system for a food company
VISUAL IDENTITY > CELIVITA COMPANY
CHALLENGE
The company, already established in the gluten-free product market for several years and sharing shelves with other companies in the segment in specialized marketplaces, underwent a packaging redesign. After the redesign, the client contacted me, feeling the need for a broader "redesign," involving all the company's points of contact with its stakeholders.
SECTOR : FOOD
Client: Celivita
Creation: Bianca Grassetti
SOLUTION
Through conversations and exchanges rich in information and market analysis, we defined attributes, brand positioning, personality, archetypes, typographic rules, iconography, color palette, photography style, graphics, and more . To broadly explore the company's touchpoints with its audience, layouts were also developed for uniforms, POS, packaging boxes, advertisements, and the website identity.
All creation was compiled into an easy-to-consult Brand Manual, so that the developed visual identity system can be replicated in new work involving the brand.
CONCEPT
As a mother who cares about her children's well-being, seeking what is healthy in a demonstration of love, affection, and care, Celivita is familiar, safe, healthy, simple, and thoughtful . For shapes and colors, I sought inspiration from school lunchboxes . For graphics, I used a feminine touch . For communication, I used softness, transparency, affection, and spontaneity .
Affection in the smallest details
The affectionate mother-child relationship and concern for well-being are made clear in the care taken with school lunches.
Colorful, inviting, creative, rounded, organized, simple and modern , they served as inspiration for some of the elements defined for the brand's visual identity system.
Graphics and shapes were created, and the relationships between strong and pastel colors were defined.
