Vivotribe Brand and Packaging
Brand Discovery | Logo Creation | Visual Guidelines | Packaging Concepts
Background
Vivotribe, a startup, was at the funding stage and needed brand and packaging concepts for their healthy, on-the-go snacks. Market research provided summarized that millenials spend most of their days on-the-go, not consuming full meals but instead are “foraging” nutrient-dense snacks. Brand and packaging concepts were part of a week-long design sprint.
Insight
Inspiration for the tribe theme was the ingredients — like amaranth, grown in small batches in Mexico. The start-up concept focused on their small, craft feel, which could be used to stand out on the shelves of healthy grocery stores and aisles.
Goals
- Create a logo that communicated to the “foraging millennial” audience.
- Packaging design concepts that communicate craft and would be printed on one of the sample packages.
- Clean presentation-ready graphic assets Vivotribe could use for pitch decks.
Logo typeface is bold, yet friendly. The negative space in the “R” is closed up to emulate a worn stamp, white the “O” intersects with a tribal themed graphic.
Core Values
Tribal patterns and pops of bright color inspired from the “tribe” theme and Mexican heritage. The handwritten typeface and sketched ingredients emphasize the small, craft feel.
- Handwritten typeface for product names on packaging
- Color swatches for products
- Graphic elements and ingredient sketches
Out of the packaging samples provided the two options that aligned with the brand, were natural and black-colored craft paper bags. Sketched fruit was used to communicate the nutrient-dense organic ingredients. Tribal patterns tie it all together with the stamped-on effect.
