Corporate Identity | 2022

IOW 300.2

Corporate Identity

Project Brief

This project's task is to conceptualise and create an engaging, visually appropriate corporate identity program for a uniquely South African high-end product range selected from the commodity list provided. The product brand's range should consist of three related variants and needs to be inspired by local ingredients, flavours, materials or cultural origins. The brand's narrative should be positioned for both South African and international consumers. The history of the product can be interpreted, made contemporary or referred to in a novel way, but should form an integral part of the design development.

The personality of the product range, and its subsequent brand, must be carefully determined in the planning process, as well as its intended target audience. After conceptualising the brand, an appropriate name must be selected. Next a logo must be designed in an effective way that clearly communicates the personality of the brand. These elements must then be translated, along with the other selected visual elements, into an integrated corporate identity manual in the form of a vertical narrative.

Project Deliverables

1. Mood board that communicates the personality of the brand

2. Vertical narrative

3. Process work

Design Strategy

The product is an energy drink aimed at youth since its main ingredient, carob, is caffeine free. The chosen name is MC2 (MC squared). Since it is an energy drink aimed at young people, the colours used are bright and represents the vibrant personality of the brand. The logo backstory is based on the history where carob was first documented to be found, ancient Egypt. It was the hieroglyphic for the English word "sweet".

Brand Development

Introduction to concept

Research

Health benefits of carob:

- Carob is a caffeine substitute that tastes like chocolate. It has many health benefits - suitable for diabetics and people with high blood pressure. Its low in fat, sodium and high in fiber

- Carob seeds are high in natural sugars, proteins, vitamin A, B vitamins, minerals such as calcium, silica, iron and phosphorous and contains less than 1% fat.

- In Germany and Spain, the roasted carob seeds, which are caffeine-free, are a coffee substitute or mixed in with coffee. Infusions of the carob pulp can be fermented to produce alcoholic beverages.

- It is used for health benefits since about 4,000 years in ancient Greece.

- According to the “Encyclopedia of Healing Foods,” 19th-century British chemists sold carob pods to singers. Chewing on carob pods helped singers maintain healthy vocal cords and soothe and cleanse their throat.

- Has twice the amount of calcium compared to cocoa and is free of a migraine-triggering compound

History of carob:

The carob tree (Ceratonia siliqua) is a member of the pea family native to the Mediterranean region. It is most known for the large bean pods and seeds within them. The name carob comes from the Arabic word kharrub meaning “locust bean pod” (the pods somewhat resemble locusts). Carob was so important that it was even the ancient Egyptian hieroglyphic for "sweet".

The tree has been culturally and economically significant for thousands of years. Carob bean pods were eaten in Mesopotamian culture and the carob tree was referenced in “The Epic of Gilgamesh”, the earliest existing work of literature. Additionally, the term “carat” originates from the Middle Eastern practice of weighing precious gemstones against carob seeds as a measure of purity. A solid gold Roman coin known as the solidus weighed as much as 24 carob seeds, leading to 24-carat gold being the purest form of gold.

Logo Development

Initial logo sketches based on the ancient Egypt history related to the main ingredient carob. The second logo (the one with the green tick) was chosen to refine further. It represents the symbol of taste as part of the full eye of Horus symbol. It is also combined with the letters M and C which is part of the full name of the brand.