Design of brand for a new fruit beverage from exotic and natural ingradients
As previously mentioned, Higher design studio performed the full list of branding services in order to create and launch a new brand for Vita-V - the world's first natural beverage containing baobab fruit, developed and owned by the American company VitaRemix Ltd. from Chicago.
The objective included logo design, packaging and website development, corporate literature design. All revealing the essence of the brand and bringing it closer to the needs of consumers. It was necessary to emphasize the relationship of the new brand with the African continent, the place of growth of the main exotic ingredient containing in the product.
Creating an effective design solution was achieved by using carefully designed typography and color solutions with a strong emphasis on symbolism and order, considering additional factors that attracts attention to the completed logo, as well as its functional organization, all working in unison to create brand recognition and fast and long-term memorization.
For the packaging and label design, we used a modular development and approach of juxtaposition of images in a positive and negative space, that convey the urban dynamism and recall the unique beverage recipe and suggests natural health. The same creative concept was used in preparation of all the marketing and promotional materials.
Our approach allowed us to provide a clear differentiation from the competitors and build a solid and recognizable visual style for further use in marketing materials and communications. Visual citations of the African relationship in the brand was a major key in the creating afresh brand identity. For example, the usage of a baobab tree - a symbol of health, strength and longevity in the logo, and landscapes of the African savannas on labels and packaging.
Website design employs the use bright colors with the addition of the thematic infographics and explanatory materials to provide a complete vision of the product and its use.
During work the need to design a brand identity arose, one for a brand new charity called Live Richer Foundation, which finances children programs in Africa, where VitaRemix lists its profits from sales of the VitaV health drink.
We proposed a variety of graphic solutions and as the final logo selected visualized by abstract figures symbolizing help and support, supplemented by the name of the fund.
Color scheme for the Live Richer fund was selected based on the analysis of photographs of nature in Africa so that the logo could be a suitable companion for the Vita-V one.
The product has successfully passed the USDA certification and has received additional Paleo and Vegan certifications and is preparing for retail sales in U.S. in the coming months. The full presentation of the project can be found at our Behance profile.