About the Brand
Wholefood Ingredients is a Food Processing company that highly values providing healthy, flavourful food in a large scale. They are currently in the process of rebranding. They specialize in selling dried fruit and vegetable concentrates that keep their nutritional value, flavour and colour. But what their customers really buy is an improved food experience. The name Wholefood Ingredients come from the idea that's the closest thing you'll get to real foods since their process discards as little as possible in order to keep as much of the nutritional value as possible. They currently don't have a slogan, but are open to ideas.
The Target Audience
Wholefood Ingredients targets B2b customers, Spice companies, flavour and fragrance specialists, new product developers, typically both men and women in their 40+'s, who are generally from the Upper-income class. The brand should create the impression of being professional, easy and straight forward but functional. They also want to be perceived clinical but authentic and want to evoke a sense of being effective, sustainable, safe, consistent and predictable to their target audience.
tHE gOAL
Let's break it down
The Concept
Typography
Monochrome Variations
Colour Palette
Colour Variations
Web & Social Icons
The Concept
This logo was designed to create the impression that the brand's goal is to help the customer make food more flavourful and colourful. It was also designed to look like a premium product. The design itself is a play on the heaps of flavour concentrate from from a top perspective and sliced veggies (wholefood) in a pot, from the perspective of the chef. The two circles reference the process used and are a play on "whole" or completion. Very bright colours were used to draw attention and emphasise flavour and colour.
Typography
After choosing a style for the logo, the next step was to add typography. The typefaces has been hand picked to compliment the character and style of the brand.
Primary Typeface
Poppins - Extra Bold
About the Font
Poppins Extra Bold is a strong, impactful version of the Prompt typeface, designed to stand out and capture attention. Its bold weight makes it ideal for headings or key messages that need emphasis. The rounded forms and geometric style give it a modern and approachable look, while its extra bold weight ensures clarity and legibility even at smaller sizes. This makes it a perfect fit for a professional brand like Wholefood Ingredients that needs to project authority, reliability, and strength.
Secondary Typeface
Poppins - Regular
About the Font
Poppins Extra Bold is a strong, impactful version of the Prompt typeface, designed to stand out and capture attention. Its bold weight makes it ideal for headings or key messages that need emphasis. The rounded forms and geometric style give it a modern and approachable look, while its extra bold weight ensures clarity and legibility even at smaller sizes. This makes it a perfect fit for a professional brand like Wholefood Ingredients that needs to project authority, reliability, and strength.
Monochrome Variations
The logo is designed to work well in one colour on lighter and darker backgrounds.
Vertical
The logo functions perfectly well in a vertical or stacked layout. This means that the logo will work well on vertical applications like smartphones, tablets and roll-up banners.
Horizontal
The logo is designed to be functional in a horizontal layout. This allows you to use the logo on horizontal applications like building signage, websites and stationery.
Colour Palette
This palette combines bold and vibrant hues with sophisticated neutrals, creating a powerful balance of energy and professionalism. The striking primary and secondary colours offer an engaging and energetic feel, while the light and dark tones ground the palette, ensuring flexibility across various applications. It is well-suited for a brand that wants to appear innovative, confident, and approachable while maintaining depth and stability.
Primary Colour
Fresh Green
Fresh Green is associated with growth, vitality, and innovation. It conveys freshness and energy, appealing to those who value progress and optimism.
Secondary Colour
Vibrant Orange
Vibrant Orange embodies enthusiasm, energy, and passion. It's a colour of action and creativity, grabbing attention and inspiring excitement.
Tertiary Colour
Deep Magenta
Deep Magenta represents boldness, imagination, and luxury. It is often seen as a creative and empowering colour, ideal for innovative and aspirational brands.
Light Colour
Soft Sky
Soft Sky symbolises clarity, openness, and purity. It provides a crisp, clean base that supports and highlights other colours in the palette.
Dark Colour
Slate Navy
Slate Navy exudes professionalism, strength, and depth. It serves as a dependable and elegant anchor for the palette, ideal for text or background use.
Text Colour
Graphite Grey
Graphite Grey signifies neutrality, professionalism, and dependability. Its subdued tone makes it an unobtrusive yet effective choice for body text, ensuring content is easily readable without detracting from the palette's vibrant primary, secondary, and tertiary colours. This grey also conveys a modern and sleek look, reinforcing the overall aesthetic harmony of the palette.
Colour Variations
The logo is designed to work well in multiple colours on lighter and darker backgrounds.
Vertical
The logo functions perfectly well in a vertical or stacked layout. This means that the logo will work well on vertical applications like smartphones, tablets and roll-up banners.
Horizontal
The logo is designed to be functional in a horizontal layout. This allows you to use the logo on horizontal applications like building signage, websites and stationery.
Profile Images
The logo is designed to fit inside a profile image that can typically be uploaded to social media platforms like Facebook, LinkedIn and Instagram.
Icons
The logo has icon variations that can be used as app icons, favicons or webclips.
