Intro
Red Crown, an organic pomegranate juice enterprise originating in Azerbaijan and extending its presence to Vancouver, B.C., sought a brand revitalization tailored for the Canadian market. The project's goal was twofold: modernizing their brand while infusing nostalgic cultural elements to evoke appetite stimulation. The objective was to craft a warm, sophisticated, and culturally resonant brand. It's important to note that this project is purely conceptual.
Services
Brand Identity (rebrand)
Illustration
Package Design
Custom Typeface
Product Photography & Art Direction
Social Media Design
Problem
Their current brand design had notable limitations, particularly regarding color choices, lacking a robust internal DNA and distinct visual identity. As they aimed to expand their product line, a diverse color palette became crucial for effectively distinguishing between offerings. Moreover, there was a deficiency in visual storytelling, failing to connect their historical culture with the modern Western context.
Collaborations
Copywriting: Laura Fauman
Solution
A comprehensive exploration of Azerbaijani culture was essential to discern the elements vital for modernizing the brand. Delving into the intricate storytelling intrinsic to rug making, deeply rooted in their heritage, provided invaluable insights. Recognizing the cultural significance of the color red, I aimed to infuse a vibrant, berry-like hue, aligning it with everyday Canadian culture, as the original red and green palette was closely associated with Christmas. This refreshed color scheme not only complemented the juice's actual hue within the bottle but also highlighted its intense flavor, offering a glimpse into the drinking experience.
The incorporation of stamps was deliberate, resembling those found in grocery stores and passport markings, symbolizing the origin of the pomegranates used in this project from another country, adding a sense of authenticity and international presence.
Echoing Red Crown's archetypes—the magician and lover—was pivotal in portraying the juice-making process as a magical and enchanting journey, showcasing the richness of its origins. Additionally, the emphasis on the versatile culinary potential aimed to engage an audience passionate about the creative facets of food culture, presenting a myriad of delightful possibilities achievable with these products.
