Branding for startup client in the health food market
Final logo after company redesign
After talking to the company owner, I was given a brief of the company’s values of a clean healthy food product. This logo was to be used as a both the company branding, but also to appear on tablets and eventually food products. The name Calorie Balance was first decided as well as a sketch of the logo’s base design that was used. It incorporates the letters ‘c’ and ‘b’ in the design, as well as a simple ying yang idea. This was used to represent the ‘balance’ idea of the logo with the ying yang representing balance and harmony.
Sketch from director | OLD First company logo
Above is a sketch of a brandmark logo from one of the directors. Which I was instructed to digitise and add a 3d effect to the letters. It stood out but to me different fit the modern clean brand they were looking for in my opinion. I paired it with a font that more fit this idea more but the two felt detached. This was used for a short time but as the start-up began to branch out to other areas of the health market not just weight loss the focus on calorie didn't make much sense. And really the message from the ying yang and balance was a much stronger identity.
Above is the final iteration of the logo on white. It is a clean and simple wordmark logo designed to fit the brand of a clean healthy food product. The colours also fit this being very earthy, but also pastel colours to make it seem bright and appealing. I created various different logos with slight variations of colours and lines. But this idea of the c & b connected still can be seen as a ying yang, but now also looks like an infinity symbol. And the name itself doesn't pigeon hole the company to just being seen as weight loss but health in general. Cbalance — See balance. It's simple but hopefully becomes memorable for it's clients and customers.
Lastly I made a packaging mock-up to demonstrate the logo and colour usage. Using the c and b as background graphics alternating on the box was subtle but was well received. And the bright colours, especially on the bottom made it stand out but also felt like apart of the health market.
Overall it was a very simple logo to with with the clean brand image the company wanted, and incorporated some interesting elements. Hope you enjoy :)
