JUICERY | EST.2017 | TORONTO
[ CONTENT ] 1. CREATIVE BRIEF 3. FINAL LOGO ONE 4. FINAL LOGO TWO 5. FINAL LOGO THREE 6. RATIONALES 7. PROCESS WORK / APPENDIX 8. INDUSTRY LOGOS W/ COMMENTS 9. IDEATION 10. IDEATIONSUMMARIES 11. TEN THUMBNAILS FOR EACH LOGO
RIPTIDE; A S T R O N G C U R R E N T CAU S E D B Y T I DA L F LO W I N CO N F I N E D A R E A S
[ CREATIVE BRIEF ]
Riptide
along side the logo. The products will all be based off and inspired by Hawaiian recipes.
Purpose of the business:
Customers:
An entirely organic Hawaiian inspired juicery promoting a healthy life style by proving people with fast home made tropical juices.
Riptide juicery will be targeting its products to athletic individuals and those who are aiming to towards a healthier life style. In the heart of the city, Riptide will be perfect for those on the run and need a healthy and nutritious alternative to a fast meal. The juicing industry is so new, that there is no specific age range or individual that it could appeal / sell to. Due to the fact that all the ingredients are organic and fresh, the prices will naturally be higher making the products more appealing to middle and high class individuals.
Name the company:
Competition: - The Nutrition Bar - OJ’S - Organic Juices - Daily Press Juicery - Juice Box - Village Juicery - Refuel Juicery - Bolt Fresh Bar Unique aspects: The aspects that set this juicery apart from the rest of the many juicers popping up around the city is the actual interior of the shop. It will be set up like a surf shop, mainly white with pops of bright colours that work
Brand Identity: Although, there is no set group of individuals / age range that RipTide is working toward selling to, the appeal and overall vibe of the juicery is hip. The colours chosen for the a simple white and blue to be fresh and clean. The main objective is
it promote fresh, fast and organic juicery and i house made smoothie bowls / salads. FRESH ORGANIC FAST Logo use: The logo will be placed on the bottles, cups and packaging for the products. It will also be used around the store’s location on the exterior and on banners and posters within the store. Due to the fact that this is a starting up company, the logo will be used a lot in order to create its brand identity and make the public familiar with RipTide. Therefor it will be used on all outlets of social media [ Instagram, Face-book, Twitter etc...].
FINAL LOGOS
[ FINAL LOGO ONE ] SIZE STUDY
[ FINAL LOGO TWO ] SIZE STUDY
[ FINAL LOGO THREE ] SIZE STUDY
LOGO ONE
LOGO TWO
WORD-MARK
This Riptide’s logo was meant to be a hip approach appealing to youth and young adults. The intention was to incorporate the name of the brand by tying in both the physical wave and the name coming out of it. The colour palette was limited to one shade of blue to keep it simple and minimal. The font chosen to depict Riptide and the info along the bottom was consistent in font-family, but different styles and sizes where used to add contrast. With “Riptide” being depicted larger, the style chosen was outlined font so that it wouldn’t look to heavy. For readability purposes the smaller font at the bottom was not set in the same outline style, and in turn it allowed for contrast between the two fonts. The wave remained an outline, rather then a detailed drawing – this allows the logo to not look too busy, and maintain a professional look.
This simplified logo represents the Hawaiian insipration through the line art in the center of the circle, which symbolizes riptide in Hawaiian culture. This literal meaning brings unity to the brand name and the Hawaiian background. The overall style of the logo is modern, fresh and clean, keeping the information contained within the circle and the consistency of white and blue tones. To ensure that the symbols in the center of the logo are the main focus the typography chosen surrounding it was set in a small typeface and the font chosen was a simple bolded condensed face. The shade of blue was selected to represent water and freshness. Overall this logo was meant to be a simplified version that would ideally look good on products – i.e. bottles, cups and packaging.
This word-mark created for Riptide took a very literal approach, with the name of the juicery incorporated into a moving wave. The colour blue also taking a very straightforward meaning as it is meant to represent water. Overall this word-mark has a very strong sense of unity, tying in the brands name, identity and the Hawaiian inspiration. A script type face was chosen to flow with the line art waves on each end. Through the consistent line of the wave through the lettering, there is a sense of movement, much like a ocean tide. This sense of movement is fluid through the flow of the ocean and their product – fresh organic juices.
PROCESS WORK
LOGO ONE I chose this logo by Pressed Juicery because the simple black and white layout / design stood out to me. The bolded text and the decision to keep the type face consistent made the logo look professional and complete. In this example you can see how their logo looks on their product and the contrast of the black circle on the white label makes it stand out and catches ones eye. Although the type face is clean and for the most part easy to read, the smaller text that reads “ juicery” is slightly harder to make out. By setting this in a larger font or even one that was not so condensed / thin it would be easier to read. LOGO TWO There are many things I like about this logo. I think it is unique and incorporated its name in perfectly, by tying in both the actual physical record and the wave coming out of it. I like the neutral colours used, and i think the black record is a good contrast on the muted green backdrop. I think the font they chose to display “Soundwave” and “Records” was suited and gave the logo a retro feel. Although I do like the font that reads “surf ’n’ roll” it was difficult to make out at first glance. I thought the simple cut out silhouette of the suffering was a better alternative than a detailed figure – this kept it cleaner looking and not too busy. LOGO THREE I selected this logo because its simple and clean approach appealed to me. The limit to two type faces allowed the name of the brand to stand out. The circle encompassing the information also allowed “Surf Club” to be the focal point. The script font they used to depict the brands name was simple and not difficult to read as well as it was set in a large size. Although I do like the simplicity of black and white, and think that it portrays a professional feel – I do think that a simple two toned colour scheme would work as well and could possibly make it stand out more. LOGO FOUR This logo caught my eye because of its clean yet detailed line art. I liked that the lines were bolded and clean, as well as the bolded type face. I would personally change the type faces so that they are more consistent, possibly leaving the bran name “ASP” in a different one so that it stands out. The current logo has three font faces and I feel that it makes it look a little too busy.
LOGO FIVE This line art logo stood out to me because of its bright yet simple design. Although there is a lot of different aspects, they are all simplified down into think lines. Despite the fact that the type face used resembles comic sans, I think it suits the rest of the design and is incorporated in an appealing way. The only things I would suggest changing about this logo is the colour of the brand name and establishing date. Due to the fact that this logo is busy, by changing the colour, even to slightly darker tone of the existing green, it would catch the eye more. As well as this, I would remove the birds on the top – I think it males the makes the logo look a little top heavy and I feel that it would get lost when posting this logo on something other than a single toned background.
[ PROCESS WORK / APPENDIX ] IDEATION
[ PROCESS WORK / APPENDIX ] IDEATION SUMMARY
T
hroughout the process of creating
to incorprate a literally wave into it in one way
things I wanted keep evident through my
included a wave from detailed and simplified
juicery and I wanted its logo to represent the
riptide, to literally incorperating riptide right
youthful look and feel. In majority of my logo
of my final logos to tie into one another, so
sans-serif fonts. By chooseing sans-serif fonts
it down to one colour. I chose blue as it rep-
and youthful while still having a profession-
name of the juicery.
a logo for RipTide Juicery there were a few
or another. I tried muiltple different ways of
exploration. Riptide is a Hawaiian inspired
line art drawings, to the Hawaiian symbol for
freshness of its drink, while still protraying a
into a flowing wave. I wanted the elements
roughs and my final pieces, the text consist of
when picking my colours, I decided to simpifly
over serif, this allowed things to look clean
resents water and again relates back to the
al approach through its neatness. With the Juicery having a name like Riptide, I wanted
[ PROCESS WORK / APPENDIX ] THUMBNAILS
LOGO ONE
LOGO TWO
LOGO THREE