Our studio is often brought in the very early stages of startups, to assist with brand development – the ‘look and feel’ of the company’s corporate image. Such was the case for a Vancouver based health food company who were planning to market heath bars and related products under the name Rawsome! It was under that identity that our designers started working up some rough logo design concepts:
Due to some trademark conflicts the company had to change their name in mid-stride and after a few weeks came up with the provocative moniker ‘Eat Me Raw.’ Naturally, this name required an entirely different approach to the logo, so we worked up some concepts using edgier fonts and a rougher approach to the overall design.
Somewhere during the conceptual stages, we developed a graphic character which would stay with us through the entirety of the project, and was eventually selected by the client as part of the final logo.
Once the logo was finalized it was on to develop packaging for the various products manufactured and packaged by the company. Our designers used fitting graphics and treatments to create an overall ‘look’ for the entire Eat Me Raw product line.
It was only after the packaging was designed, did the client start to worry that the name was a little too provocative. After talking to some of their vendors, they concluded that the name – as humorous as it might be – was likely to narrow the product line’s appeal and marketability. After a great deal of hand-wringing and gnashing of teeth, a new name – Health Nut – was proposed by our team. Luckily, the little graphic character we had developed earlier, fit in perfectly with this new direction and was, in fact, a appropriate depiction of a ‘Heath Nut.’ A little bit of font jujitsu, and Health Nut had their new logo.
The moral of this story? Think long and hard before officially naming your new brand.
Type Of Project:
Brand development, logo & packaging design
British Columbia based For Goodness Sakes Inc. wanted to launch a new line of healthy, all natural, snack products and needed a logo and some packaging designed. That’s the easy part.
Product packaging and label design.
Bag insert label:
Snack bar foil label design: