Visual Language Guidelines Jelena Vukovic
Logo The Fruits logo consists of the an orange split in half, symbolizing the divide in which food fraud within the food industry is processed, however the Fruits visual language serves as an alternative to the false marketing that is seen through the Sugariezz logo. The main ingredient of the drink is oranges, so it would seem fitting.
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Logo Variations The Fruits logo consists of a multitude of varietations, colour varietions in that matter. It stays true to the inital colour palette chosen as an opposite of the Sugariezz drink, it was meant to be monocrohomatic however, it reflects the colours of the oranges and citrus fruits filled with flavour and aroma.
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Colour Palette The Fruits colour palette is meant to represent a drink that can be seen in convenient stores, rather than all jazzedup version of an orange juice brand like Sugariezz, the black was originally a part of the monochrome colour palette, however in order for it be more convenient, I went with the two ‘fruity’ colours.
Colours
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H: 33 S: 85 B: 92 L: 68 a: 29 b: 66 R: 234 G: 145 B: 35 C: 6 M: 50 Y: 100 K: 0
H: 106 S: 62 B: 73 L: 69 a: -45 b: 48 R: 97 G: 187 B: 70 C: 65 M: 0 Y: 100 K: 0
H: 0 S: 0 B: 0 L: 0 a: 0 b: 0 R: 0 G: 0 B: 0 C: 0 M: 0 Y: 0 K: 100
H: 64 S: 82 B: 87 L: 85 a: -1 b: 77 R: 209 G: 221 B: 39 C: 22 M: 0 Y: 100 K: 0
#ea9123
#61bb46
#000000
#d1dd27
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Wordmark Primary typeface for the Logo, Wordmark and the Label is the Cheee Typeface Font Family Tbone from Velveltyne.fr.
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Fruits Fruits Fruits Fruits Fruits Guidelines
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Wordmark
Fruits Logo Fruits
Lockup
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Typography
ABC Fruits
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Patterns
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QR CODE The QR CODE will be a part of the Pop-Up Shop, which can be used an online link to the little magazine, a fold up poster which constains information about the fraudulance within the drink industry, which is essentially the concept of my FMP, to bring awareness to the false marketing of orange juice brands. The magazine will also be available within the Pop-Up Shop, for both drinks, Sugariezz and Fruits. The QR CODE will be marketed as a promotional poster, so that anybody who scans the code will receive the invite to the Pop-Up Shop.
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QR CODE
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Informational Magazine The health benefits of orange juice are often overstated. Because orange juice is condensed, it contains almost as much sugar as a glass of Coca Cola and can lead to blood sugar spikes and weight gain.Studies show that drinking juice without getting the natural fiber from fruits is linked to obesity and liver damage. Recently there has been a series of lawsuits against PepsiCo, Tropicana’s parent company, disputing its “all-natural” labeling, in part because of Hamilton’s exposure of industry practices.
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Fruits Brand The label in which the Sugariezz Brand was constructed constited of swirl patterns and the Ouroboros typeface in Chrome/plastic texture to represent articial fruit branded as fresh within the drink industry among other drink brands. Fruits does the totall opposite, it’s meant to present freshness with its bold label. The shapes are more organic and natural, with a abract version of oranges floating around.
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Instagram Campaign
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Pop-Shop Invites
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Pop-Shop Elements
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Pop-Shop Elements
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Pop-Shop Elements
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