O Jelena Vukovic
Visual Language Guidelines
Logo The Sugariezz logo consists of the letter O found within the Ouroboros typeface. It is meant to symbolise the swirls found in generic candy wrappers. It is almost meant to conceptually symbolize an orange, in its circular form. It simultaneosly portays the concept of the drink brand; the false marketing within the food industry and ingredients of the drink itself.
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The Sugariezz logo consists of a multitude of varietations, colour varietions in that matters. It stays true to the inital colour palette choosen at the beginning of the project, it reflects the old and condensed fruits, that are storned in constainer before they are put to use.
O OO OO
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Guidelines
Logo Variations
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Colour Palette The Sugariezz colour palette is based off the colorations of old and worn down fruits. As it highlights the concept, which bring awareness to the drink industry, and it so-called ‘fresh’ and ‘healthy’ orange juice. Sugariezz is meant to show the ultrauhealthy sugary side of the industry, hence the name. It also meant to conceputalize the fizz within the drink industry.
Colours 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: 303 S: 22 B: 80 L: 71 a: 22 b: -16 R: 203 G: 158 B: 201 C: 18 M: 42 Y: 0 K: 0
H: 50 S: 72 B: 95 L: 87 a: -1 b: 71 R: 243 G: 215 B: 68 C: 6 M: 11 Y: 85 K: 0
H: 344 S: 72 B: 88 L: 53 a: 64 b: 14 R: 224 G: 63 B: 106 C: 7 M: 90 Y: 41 K: 0
H: 336 S: 49 B: 95 L: 67 a: 50 b: -4 R: 242 G: 123 B: 170 C: 0 M: 66 Y: 3 K: 0
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S Wordmark Primary typeface for the Logo, Wordmark and the Label is Ouroboros from Velveltyne.fr. Although the Workmark within the label itself is a bit different due to a Chrome/plastic texture set upon it, in order for it look artificial, plastic, helps that the choosen typeface is very sharp looking, opposite of certain organic shapes.
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Sugariezz Sugariezz Sugariezz Sugariezz Sugariezz Guidelines
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Wordmark
Logo Sugariezz
Lockup
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Aa
Typography
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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 also be marketed before the Pop-Up Shop, as a poster, anyone who would scan it, would get an invitation to the product launch party/Pop-Up Shop location.
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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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Sugariezz 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.
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Nutrition Fact Label The actual ingredients of the drink don’t differ from the standard oranges juice sold within stores, so the nutriotions stays the same, same goes for the Fruits, the difference is in the packaging, and the concept in which the praising of the ‘healthy’ orange juice is gone, elimenating the symbol of it, as a fresh icon of modern day life.
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Pop-Shop Invites
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Instagram Campaign
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Pop-Shop Elements
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Pop-Shop Elements
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Pop-Up Shop
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Sugariezz Campaign
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