For my final project at University, I decided to set myself the task of producing a set of corporate elements for a juice bar company that would be launching within the Summer of 2015. I came up with the name of the brand, and then went on to produce ideas for the logo which could then be applied to the corporate elements. I produced a logo, business card, envelope, compliments slip, letterhead and flyer for the brand.
Whilst generating ideas for the logo, I quite liked the idea of having 2D circular shapes to represent the above view of a juice drink. I decided to add straws to this concept as it would of been hard for a viewer to distinguish the shapes as juice drinks without this added component. The positioning of the straws enabled me to add the brand name to the logo in an organised manner. I developed a colour scheme for the brand that would appear vibrant and stand out to a viewer.
As I was developing ideas for this project, the relation of fruit to juice became apparent. I wanted my set of corporate elements to contain a fruit like theme, as this would communicate the brands objective in delivering fresh fruit juice to its customers. Ideas for the fruit illustrations were quickly translated to screen and worked well in a simplistic manner. I made a choice in reducing the opacity for the fruit illustrations, as I did not want the illustrations to distract the viewer from the logo of the brand.
