Another benefit of choosing this project is that it is local in Sheffield so networking between me and the client if the client is interested can be made much easier especially when sending physical samples of work.
https://www.kickstarter.com/projects/430534946/quickly-vegan?ref=nav_search
This is their current logo. My first criticism is the variation of pt sizes/stroke weights used for the icon section, the logos style is simplistic yet the use of varied weights confuses this idea. The image is also pretty unclear and does not tell you anything about the product.
My second issue is with the typeface used for the logotype. The typeface has been designed to mimic hand drawn lettering but is digital. I think if you're going to go for this style it should be completely original and actually produced as a bespoke hand lettering design individual to the company to make it stand out among other brands.
The one design decision I will take into consideration during my rebrand is the use of the colour green. Green has the connotations of nature, health and earth/environment consciousness which are all extremely relevant to vegan and vegetarian culture.
The information about the products tells you they're meals are inspired from places such as Thailand and Greece so looking into the cultural design decisions in those countries could impact my design. They describe the recipes as 'flavoursome' which is something I don't think the current logo portrays and I will hope to improve upon. The image above shows one of the meals they offer; the vibrancy of this image is the first thing you notice and draws you into wanting to try it. I think possibly using vibrant and exotic colour choices would reflect the dishes themselves much better than black, white and dark green currently do so.
I have contacted the client asking if he is interested and if so any requirements/ideas he may have about the branding strategies and aesthetic of the design. So for now I am going to read through the bio and information about the project in order to predict the brands requirements and appropriate brand ideas.
Colour - Green? Vibrant to reflect the exotic international recipes and interesting food
Typeface - Possibly hand rendered to suggest a closeness to earth and a relation to the personally produced recepies. Other experiments with typefaces also?
Producibility/adaptability - I cannot overcomplicate the logo as it's something that needs to be able to be reproduced onto packaging and promotion material & also appear small on thing such as social media and business cards.
Communication - Need to communicate the fact being vegan is kinder to the environment (less farming etc.) and kinder to animals. It also needs to communicate the ease of cooking using the microwave rather than time consuming cooking from scratch.
I found these examples of logos for vegan food. The one thing they all have in common is a relation to nature and the use of the colour green. I think these things are an important signifier when it comes to vegan food, you can instantly recognise that its considerate of the earth and animals so the audience knows what they're getting from the product.
The logos in the top image use purely digital vector graphics, this gives an element of professionalism yet the colours still have relevance to the products nature. I think this contrast of home cooked and natural feeling created by the colour and the slick vector design is really effective in creating a logo that looks high quality.
The 2nd image is a perfect example of a logo being adaptable. The coloured logos could be used on digital and printed media and be effective and the monochrome logos could be used on other media such as embroidery, screen printing, t shirts, photo overlays etc. The hand-drawn style of this design is effective in creating a personal feeling and a strong connection to the context of the logo. But personally I prefer the first images that combine this with an element of clean professionalism.
Target audience
The target audience is vegans, vegetarians and people who are possibly thinking of converting. The audience is looking for products/a design that looks responsible, kind to animals and the earth and high quality.
Existing products
When you search for vegan microwave meals there is very limited competition as the Quickly Vegan product is a really original idea especially for the UK. I also noticed the designs are very busy and unconsidered. Im sure I can create a bright and effective design to compete with these products well, I want to produce something that would stand out on the shelves when it's next to these other designs.
This packaging design is effective due to its simplicity and blocks of bold colour that instantly draws your eye. The logo is also incredibly simple using a smooth, evenly weighted, sans serif typeface to show professionalism and trustworthiness and the addition of the leaves to make it clear the product is vegan and good for the earth and for your health.
I also think this packaging is effective due to the colour choices both in the typeface/design choices and stock. Each colour is bright and eye catching the connotations of this being happiness and high quality. The contrast in colour between each variation of packaging makes it easier for the audience to differentiate between flavours etc. The typefaces used are thick stroke weights, simple and bold; they get straight to the point and are easily legible.
After doing this initial research I will consider both hand rendered designs and simple vector ones but it's more likely I will choose a digital aesthetic design to create a bold and professional look. I will also consider my colour choices carefully, choosing colours that appeal to the target audience, is bold, relevant to the product and has connotations of positive things.
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