Vittles logo redesign

I initially wanted this logo to have a friendly free-running typeface, almost the sort of handwriting that you would associate with school and the early stages of cursive handwriting. I have since altered my original logo which in hindsight, may have been too complex for the intended audience.
The revised logo I think, has a good mixture of fun, simplicity and boldness. The font appealed to me because it looks like it has been sketched and to add a little more fun, I have just tilted the letters slightly. Another element that I have included is the colour scheme that are commonly associated with children's building blocks. I feel that this gives the logo more meaningful depth because the brand is promoting health and wellbeing and the building blocks give extra weight to that rationale.

Package re-design

Vittles lunchbox - 1st attempt

Amended Sustenance logo

Sustenance package - progress so far

Vittles - gradient logo

Vittles logo - concept

Updated Sustenance logos

I am leaning towards the last logo in the series, the combining of the shape and the type has unified the brand and the warm grey tone is friendly and communicates a more natural and organic tone.

Moodboard for Sustenance

Logo concepts - Sustenance

Activity 2

I have chosen to experiment with the Cassowary, it is found in Far North Queensland and probably not as iconic or well known as the Kangaroo or Koala. It is a dangerous bird but it has strikingly beautiful features and I think they resemble the color swatches in the previous activity quite well.

Activity 2 - Part 2

Activity 1

1. What symbols has the company used to represent the brand? Does the brand use any
    Australian symbols or Icons in their design (if so; identify the symbols and their meanings)

The most obvious icon in this brand is the Kangaroo, it is instantly recognised as being Australian. The Bundaberg ginger beer brand has also used another Australian icon which is the 'Rising Sun' in the background. This is significant because it is steeped in Australian military tradition, the Rising Sun badge is an Army icon and is worn on hats and uniforms . 

The hat badges of Australia's Infantry battalions are dominated with a kangaroo, the Royal Australian Air force is also identified by the kangaroo. It forms half of our national coat of arms along with the Emu, both the Kangaroo and Emu cannot walk backwards. Always advancing. 

 

2. What colours have the company used to represent the brand? 

The colors are undoubtedly Australian, the earthy gold and red on the lable, the bottle even manages to go much darker which compliments the gold. Even though the Australian flag does not contain gold, our national sports teams all wear gold in some format and is widely regarded as our national color ie; wattle gold.

3. What sort of message do you think the colours are trying to convey? 

The colors convey a rich, natural and refreshing taste. The brand has not succumbed to bright and garish color combinations in an attempt to overhaul or revive its original brand. It just feels like an honest and organic theme, the earthy gold and red, a refreshment from the Queensland heat where Bundaberg is located.

4. What style of typography has the company used (serif/san serif/italic/bold) and what does
    this say about the brand?

The Bundaberg logo type is an old style - serif font. There seems to be a mix of old and new within the label, the crisp, flowing script on the main type to the modern sans-serif font placed on the ribbon. The contrasting typography has the look and feel of something you would expect to find in an antique shop, like an old biscuit tin or garage sign. It feels like a brand that has remained loyal to its values since it was founded in 1960 and a brand that you could trust because of its origins. The kangaroo is the backbone and has a homely feel, like being overseas and seeing a QANTAS aircraft with the iconic kangaroo on the tail.

Identity systems - blog registered