purifaí AÇAÍ BOWL
THE PROCESS
A healthy outside starts from the inside. ROBERT ULRICH
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Introduction
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Creating The Brand
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Graphic Standard
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Packaging
Introduction Purifaí is a delectable açaí bowl specially crafted to promote the longevity and vitality of your beautiful life. As strong believers in nurturing our body and soul, we aim to nurture yours from the inside out.
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CREATING THE BRAND
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Needs
CREATIVE BRIEF
Unique packaging will appeal and even call to the audience. Drawing them in based on packaging alone will not only increase the consumer value but also help the consumer enjoy the product. Furthermore, good packaging designed around accessibility will make the product even more appealing to the audience for its tremendous improvement in navigating the product and what it has to offer. The overall product is elevated as a whole based on the execution of packaging design.
Background
The current state of the market is based around the value of the product and the profit it can bring in. This aspect often overshadows the need for accessibility and can thus result in certain products being inaccessible. By creating more products catered to the user, we can make these products user-friendly for all through any kind of preventative factors that keep them enjoying it.
Objective
Message
Strategy
Audience
By emphasizing accessibility, our brand is creating an image that not only caters to all consumers but also works towards creating the world less ableist for those who don’t get to enjoy every day products with the same ease as anyone else. As a whole this will create positive branding as well as increase sales. Most importantly, by highlighting the issues of ableism within the market, we can raise awareness to create a more human-friendly world through our marketing!
The marketing strategies I’ll be focusing on will be large! Not only are we promoting our product but we’re raising awareness for the people we are helping! Marketing can extend as far as possible. Furthermore, this packaging will be catered especially so towards the elderly. Magazines may be a great opportunity whereas they wouldn’t for other intended audiences.
Emphasizing human-friendly design. No limits.
We aim to be accessible to everyone, despite any differences in age, ability, or person.
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FINDING AN IDENTITY
PurifaĂ came about after a long process of brainstorming and development through our understanding of our goals and passions. With our refreshing and healthy acaĂ bowl, we aimed to help cleanse the body and soul. It is through this idea of cleansing and vitality that we really wanted to convey a sense of healing to promote an overall improvement and change in health. We believe a good life starts with a clear mind, body, and soul.
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The initial process of creating a logo was very challenging.
LOGO DESIGN
Conveying a sense of purity and vitality through our branding was pivotal in creating a brand that promotes the health of our consumers as well as gave our product an elegant edge.
Original sketches of potential logos played around with the idea of mimicing the bowl in which it came in. To avoid redundance, the bowl idea was scrapped to later be replace by our beloved lily pad logo.
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REFINING THE DESIGN
The lily pad concept was something we quickly fell in love with. A symbol of purity in many countries across the world, the lily pad was the ideal picture of a pure and beautiful piece of nature. Different renditions of the lily pad design were created. The final logo is minimalistic. It’s subtle gradient provides our unique and very eye catching design that makes our brand recognizable and easy to find. The soft gradient is meant to call onto the soothing effects of a quiet pond, flooded with beautiful lotus flowers and lily pads around.
purifaí AÇAÍ BOWL
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GRAPHIC STANDARD
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VISUAL IDENTITY
Creating a standard of design for Purifaí was a necessary step in elevating our brand to more than a name but a movement. Purifaí’s mission is to encourage others to invoke a healthy life, starting from the inside out. The graphic standard clearly distinguishes the roles and requirements of Purifaí design and branding to help us continue to promote a healthy lifestyle with our healthy snack. 16
LOGO
purifaí AÇAÍ BOWL
The purifaí logo was designed as a representation of the lily pad and lotus flower. As symbols of purity throughout many parts of the world, the lotus and the lily pad are both reflections of the cleansing properties of our delectable açaí bowls. In our main logo design, the type is white to contrast our green lily pad. In all other designs, the type and lotus flower will only consists of our purple shades. Our lily pad logo is always fits snug in a 1:1 square whereas our lotus logo fits 3:2.
purifaí AÇAÍ BOWL
IMPROPER USAGE
purifaí AÇAÍ BOWL
Our logo was carefully made and we’d like to keep it the way it was made for us! Unacceptable forms of usage include, squishing, stretching, and rotating the design. The colors may not be changed. The gradient must remain in all versions. Only our typeface of choice, Comfortaa, is suitable for purifaí.
purifaí AÇAÍ BOWL
purifaí AÇAÍ BOWL
purifaí AÇAÍ BOWL
pu
rifa
AÇ A
ÍB OW L
í
purifaí AÇAÍ BOWL
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COLOR PALETTE Pantone: 2399 C CMYK (79, 11, 45, 0) RGB (22,174,154) #16ae9a
Pantone: 255 C CMYK (0,66,3,59) RGB (105,36,102) #692466
Pantone: 2249 C CMYK (48,0,36,25) RGB (100,191,122) #64bf7a
Pantone: 513 C CMYK (0,71,4,46) RGB (138,40,133) #8a2885
Pantone: 346 C CMYK (33,0,30,21) RGB (134,201,141) #86c98d
Pantone: 7665 C CMYK (0,56,4,37) RGB (161,71,154 #a1479a
Comfortaa Bold
TYPOGRAPHY
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&* Comfortaa Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&* Comfortaa Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&* Comfortaa Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*
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BUSINESS SYSTEM
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LETTERHEADS BACK
FRONT
2297 Cruess St Oakland, CA 94604 (510) 555 1234 www.purifai.com pure@purifai.com
Sunny Roses, 615 Magnolia Ct Vallejo, CA 94589 Dear Sunny Roses
purifaí AÇAÍ BOWL
May 5th, 2018
Lorem ipsum dolor sit amet, consectetur adipiscing elit. In nunc urna, rutrum tristique quam eu, tincidunt mollis massa. Suspendisse consectetur dictum elementum. Fusce congue condimentum risus, nec suscipit metus lacinia sit amet. Praesent sapien dolor, facilisis ut justo sit amet, gravida euismod orci. Cras venenatis fermentum dui, et iaculis nibh porta a. Vestibulum vel rutrum odio, vitae dictum eros. Nullam euismod convallis dui in auctor. Donec vitae tristique purus. Nullam ante elit, congue sed ex at, sodales venenatis massa. Nulla non libero eu enim viverra rutrum ac eu odio. Aliquam eleifend lorem aliquet, semper orci ut, commodo tortor. In at venenatis elit, a euismod felis. Morbi at nisl et lectus facilisis faucibus sit amet et ex. With love and care,
Samantha Soleta
8.5 in
11 in
ENVELOPES 9.5 in
2297 Cruess St Oakland, CA 94604 (510) 555 1234 www.purifai.com pure@purifai.com
4.125 in
BUSINESS CARDS SAMANTHA SOLETA Founder 2297 Cruess St Oakland, CA 94604 (510) 555 1234
pure food. pure you.
purifaí
2 in
AÇAÍ BOWL
3.5 in
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MARKETING
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SIGNAGE Our advertising is as big and bold as you’ll feel after enjoying a cup of purifaí! Using our sleek lily pad design, we introduce a new way to rejuvenate and refresh your body. When displaying our product on signage, it is necessary to incorporate our lily pad gradient. The lotus flower should always be accompanied by our brand name. Using our motto “pure food. pure you.” is encouraged to emphasize the many health benefits of our delicious açaí bowls.
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OUR PURE WATER MOVEMENT Our mission of promoting a healthy mind, body, and soul from the inside out is not limited to our delicious acaí bowls. Promoting longevity and good health extends much further beyond what we put on the shelves. At Purifaí, we aim to give back as well. When buying our special water bottles, Purifaí will donate purifying water bottles to communities in need across the globe. Many of these water bottles go directly to the communities in Central and South America where our acaí berries originate from.
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PACKAGING
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Biomimicry
Challenge
Biomimicry is an approach to innovation that seeks sustainable solutions to human challenges by emulating nature’s time-tested patterns and strategies.
Creating a non-stick lid to minimize food waste as well as allow for easier clean up is one of our biggest concerns.
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INITIAL SKETCHES
Creating an accessible container for our acaĂ bowls was the forefront of our packaging design. It was necessary to offer a simple and easy way to combine our acaĂ puree and granola. Keeping these two components separated was always the initial plan and creating a two compartment bowl that fit neatly underneath our non-stick lily pad lid became an ideal design.
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DIELINES
Our original dielines were very green and emphasized the earthy feel of what PurifaĂ stood for. Creating a simple and easy to open paper design to hold our plastic cups was necessary for us to ensure a truly accessible product.
TOP VIEW: BOWL
6 inch
pure food. pure you.
AÇAÍ BOWL
purifaí
3 inch
pure food. pure you.
TOP VIEW: LID
purifaí AÇAÍ BOWL
2.6 inch
2.6 inch
3 inch
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FINAL PACKAGING
Our final packaging evolved into our sleek and smooth purple two-part bowl design. Carefully crafted and packaged neatly into packs of 2, Purifaí acaí bowls are an easy and accessible way to nourish your body and soul!
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Designed by Samantha Soleta DES 116 - SS2 2018