Hi, Munchies is my latest brand project of a fictitious company focused on trade with organic oats with a clear target: stand out from the competition by a unique branding and ad campaign.
The target audience is people between 20 and 50 years old who want a nutritive and healthy daily meal with the incredible oats benefits, such as a great contribution of fibre, proteins, vitamins, and minerals, with a big plus that Munchies’ oats are organic and grown surrounded by nature and beauty, free from pesticides and synthetic chemical fertilizer.
The whole brand stands out in the market because of each element in it, such as the name, the color palette, and the "heavenly" concept, based on the idea of feeling good taking care of your body by eating healthy and nutritive but delicious food.
The name is clear; it encourages the idea of eating something healthy at the "munchies time" instead of damaging your body with junk food.
The logo concept is based on a vintage ribbon but synthesized and modernized. The type is a customized serif font, as mainly used in the 20th century, sketched by hand, and digitalized on Adobe Illustrator. The logo mixed the best of both, old and new tendencies, keeping the iconic undulated shape and font style with a 3D aesthetic.
The font Alkaline is a "digital handwriting" type used on the taglines, product names, and titles as a perfect complement because it combines old and new aesthetics but with a clear reading.
The family font Oswald is applied to the remaining verbiage, such as titles and body text.
Based on the competitive brand audit results, the chosen color palette is blue to increase the recognition of the brand.
The brand identity is a compose of the logo with a blue solid as ribbon, the tagline “Doorway to Heave” is above the logo and below the logo is the product name “Organic Oats”. These three elements are overlapped on an abstract heavenly door and abstract sunshine.
The label is clean, clear, and pretty simple. The brand is on the front face, the nutritional facts are on the right side and at the left side there is a oatmeal pancakes recipe.
