IOW 300.1 Corporate Identity (Redo)
Project Brief
This project required the development of a captivating corporate identity for a high-end South African product based on a chosen commodity from a list provided. The product's inspiration should stem from distinctive South African ingredients and was to be diversified into a range with three different variants.
Deliverables
- Moodboard that communicates the personality of the brand
- Comprehensive Vertical narrative
Rationale
Initially, the color palette drew inspiration from Khoisan rock paintings as a tribute to their discovery of the featured plant and its remarkable uses. The subdued colors were chosen to convey a sense of sophistication, creating a minimalistic and high-end ambiance that lets the packaging speak for itself. This was the original color palette before it underwent a change to a more vibrant style to mimic the mood enhancing qualities. Having the colour pallette earth tones and feels more South African and sophisticated. !Tjoo was crafted as a range of high end chewing gum inspired by the Kougoed plant, also known as the Kanna plant, indigenous to the Karoo region, and founded by the Khoisan who used chew on the plant when hunting to keep focussed and their energy levels up. Kougoed, an indiginous South African botanical, which serves as a natural mood enhancer, ritalin, anti-anxiety, and antidepressant. It has notable calming properties, bringing focus and relaxation to those who consume in it. This brand caters to individuals struggling with concentration issues, stress, or anxiety.
New Vertical Narrative
