I was approached by Stelios, the founder of Smooth Detox, to create a new identity for his organic smoothies drinks business. As this is a very competitive market, I knew I’d need to undertake some extensive research.
In his brief, Stelios explained that there would be three drinks in the set and that the identity should try to emphasis the raw nature of the ingredients. The USP of the drinks meant that no artificial enhancers or sugar would be added – hence the smoothies shelf life would only be 3-4 days which is quite unusual. He also mentioned that he wanted something colourful so that the brand stand out when marketing his products.
The two directions we discussed were: raw, organic and earthy; and ideas focusing around the Chinese Yin and Yang emblem, which conveyed the health connected nature of his products.
My initial thoughts were to connect the identity to nature, as all the products would be organically grown. The classic ‘leaf’ emblem seemed a suitable angle and this worked well on a number of ideas. However the execution did seem a little obvious perhaps. On further exploration, the ‘Yin/Yang’ idea lent itself well to integrate the leaf and it supported the idea of health, spirituality and had the added benefit of being recognisable.