Year
2022
Project time
2 months
Tasks
Research
Ideation
Visual Identity
Overview
This project was a competition, coming from the brand Valformoso (dairy company from the Azores, Portugal). The winning design would be used by the brand in its products that are sold in one of the largest supermarkets in the country.
Goals
This national brand came to us with the aim of creating a redesign, as they were already outdated and wanted to enter the international market. This brand didn't give much freedom, as they wanted to keep the color blue and wanted to have a cow icon in the logo.
Idea
After extensive market research, we came to the conclusion that there were too many logos and visual identities related to cows, as around 90% of dairy brands contained a cow symbol in their logos. So when developing and conceiving the idea, we thought about following a different approach to the common logo: this would have nothing to do with cheese, but would represent the Azores and their greatness. To define this concept, we brought together several elements that characterize the Azores, these being the vast green fields, the natural beauty, the free animals, and also the sea.
Logo
After carrying out more research, we realized that one of the most typical activities to do in the Azores is boat trips to observe and see whales and dolphins. With this in mind, we decided to pursue the risky idea of doing something different from what is common for cheese brands, which was to represent a majestic whale that was capable of transmitting the majestic, grand and pure air of the Azores. We decided to place the brand name in a curved shape ending in the whale's fin and the slogan below the symbol, all in a circular shape, always thinking about how the logo would be placed on the packaging.The logo comes from the combination of: dairy products (in this case cheeses, which are circular); purity/nature; golden ring (Fibonacci theory); the ocean and the whale, thus giving a unique logo.
Colors
The color of the logo comes from the brand's request to use the color blue, which was good because with this color we were able to represent the sea around the Azores islands. We thought about giving the brand another line of products (gourmet line), we decided to create a variant of the logo with a gold color, giving a premium touch to the brand.
Mockup
When developing muckops we were able to understand how the logo would look on packaging and advertising posters. We created mockups for both product lines, normal and gourmet.We created several designs for merchandising and stationary.
Overview
We thought about giving the brand another line of products (gourmet line), to bring a premium touch to this brand, as they wanted to enter the international market. The creation of this Valformoso sub-brand was intended to be one of the elements of differentiation, and to demonstrate to customers the variety of products that this brand offers.
Logo
This logo comes to bring a touch of elegance to the brand, showing consumers that this brand has high quality products. The design of this logo aims to capture attention and convey the values that this sub-brand values.
Colors
The golden color conveys quality, luxury and confidence, always highlighting the commitment to excellence.
Mockup
We created mockups to visualize and test how the elements relate, these were applied to different materials and contexts. These mockups help facilitate future communication of our vision with stakeholders and customers, realistically showing how the brand identity will stand out in the market.
