A corporate identity is the key element of the visual identity of every organisation. In this process we carried out the design process of a corporate identity refresh for a client. The client was a startup company Nonstop food, d. o. o. We started with an analisis of corporate identies of the client, their competition and of comparable companies that have good corporate identities. We identified the client company's characteristics, their needs and expectations by conducting a workshop. We identified that the key element of the client's visual identity are their packaging labels, that need a flexible design that is easy to maintain and modify both to new formats and new product offerings.
Using the Adobe Illustrator software, we designed a modular corporate identity based on squares containing information that adapt and combine based on the graphic format. We developed a branding strategy for the three product segments that the company wants to cover. Based on this branding strategy we designed examples of labels for existing packaging in all three product samples. The label is made of two parts, one containing information and one containing an image. We sourced the image from web libraries such as Adobe Stock and Unsplash to simplify the design process of new labels. We also investigated the adaptability of the corporate identity to other formats, both to print graphics and packaging. Furthermore, we designed business cards and social media graphics based on the new corprorate identity.
The result is a simple but distinct and modular corporate identity. It is designed so that it simplifies the design od new graphics for the client as much as possible. But at the same time the areas of simplification in combination with modularity offer clear and simple ways of improving the corporate identity parallel to company growth.
|
