Rebranding Griffith Foods
Concept Pitch
CLIENT
Griffith Foods
ROLE
Senior Lead UI Designer
TIME DURATION
3 Days
TOOLS
Adobe Suite
Griffith Foods is a product development partner specializing in food ingredients, serving global and regional food companies worldwide. They are launching a new brand that will process spices and food grains and supply it to other businesses across the globe. This brand will stay true to Griffith’s values of sustainably grown produce but will also leverage technology to convert food waste into nutritious ingredients.
Our task was to design this new brand and its packaging. Following is the brand startegy and visual design pitched to client.
When the bounties of nature converge with new-age food processing technology, Oregia is born. It was born from the need to go back to purity, to organic produce and to a sustainable way of life. Oregia represents the re-thinking of ways in which we take the world’s finest harvests from different regions and bring it to markets worldwide.
VALUE PROPOSITION
Oregia is committed to coming up with new ideas and products to help cherish the perks of nature.
01
promising to manufacture superior
02
quality products innovation derived from extensive research
03
actively contributing towards
04
sustainability
05
maintaining relationships
Origin
Region/
Topography
INSPIRATION
Topography
Topography symbolizes the origin of cultivation. It represents the uniqueness of every region and of nature. The difference in topography can be vital to the growth of nature’s produce making it elemental in the origin of the harvests. Hence, we have taken topography as our primary branding element in Oregia.
NAMING
Origin
Represents the new beginning of a form of life or a process
+
Region
Represents a place characterised by its natural features
=
Oregia
Represents nature’s best harvest, used to create products of the best quality
COLOUR
A color palette is a selection of colors that work together to create a distinct identity. In the context of a corporate color palette, it is a selection of colors that are used consistently in certain proportions across all the communication collateral to bring a cohesiveness and consistency across the collateral.
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Every colour represents an element of nature, which when combined enables the creation of life. Colours chosen are fresh yet subtle, organic yet modern, which bring the perfect balance between nature and new age.
Primary Colour Palette
Primary palette is used in the corporate logo. These are the strongest and most visible colors used in thedesign of the collateral.
Secondary Colour Palette
Secondary palette is usually restricted to 2 – 3 colors. It is a group or selection of colors that work in harmony with the primary palette and is brought into play as necessary.
TYPOGRAPHY
Avenir Next
