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Branding

Client
CandL is a high quality brand headquartered in Aachen Germany, focusing on eco-friendly kitchenware and home products, being responsible for distribution, marketing, trading and global sourcing across all sectors between Europe and Asia. 
Business vision
TCandL wanted to have a distinctive brand, one that shows to their customers that they can offer high-quality eco-friendly kitchenware and home products which benefits to their health.

 
 
 

 

Creative solution

In order to visually and emotionally connect the customer with the product, my approach was to connect three key elements: food -> life -> cuisine = product. Based on the these elements, I created a simple, but effective organic logo represented by a customized font connected with a leaf and developed it into a complete branding identity. The leaf has the meaning of life and highlights the eco-friendly characteristics of the products which embraces better the philosophy of the company. Keeping in mind the three pillars of the company: high-quality, eco-friendly and distinctive, the purpose was to represent a full identity where the logotype compliments the shape of the leaf and the leaf compliments the corporate identity. For this reason, the color palette was chosen to: green and brown. Green is usually associated with wealthy, eco-friendly products and is the easiest color for the eyes to process in a store and brown indicates utility do its simplicity, warmth and neutrality.

 
 
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Services
Strategy, Concept, Design & Consultancy: Logo redesign, Logo campaigns, Marketing materials, Style Guide, Corporate Identity, Web Design.