Company name
Kuleez
Company overview
Kuleez is on a mission to empower people to take care of their health. They are a company specialized in producing safe gluten free food products that are certified and rigorously tested by the Gluten Intolerance Group's Gluten-Free Certification Organization (GFCO) to ensure there is no cross contamination with the ingredient sources. Therefore, the brand wants to present itself as homegrown, trustworthy, reliable, and empowering.
Design concept
Based on the brand mission, values and all the quality research done in the strategy session, we found that the Hero brand archetype values align perfectly with the company core values. Using this archetype as a solid base for all the branding elements will enable a more cohesive and impactful brand message.
Shape study
We wanted the logo to represent the brand core values in the simplest way possible. We began the research by taking each brand value individually and sketching all the possible shapes that can convey its meaning. After all the iterations, we agreed that the leaf shape is the best way to show the homegrown aspect of the brand and the shield + spear-head shapes that were inspired from the hero brand archetype, express the deep meaning of trustworthiness, reliability and empowerment.
Brand Mark Concept
Color study
The overall color palette inspires the homegrown and organic nature of the ingredients, whereas the primary brown color expresses trustworthiness, reliability, and naturalness.
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