Futureproof | Rebranding & Identity Design
Design Challenge
Client
Futreproof
Duration
1 month
Role and Responsibilities
Developing Branding Strategy
Visual Identity Design
Brand Guidelines
About Futureproof
Futureproof is a company focused on providing reusable packaging solutions to the food industry. They aim to reduce waste and promote a circular economy by offering convenient and enjoyable alternatives to single-use containers. Their target audience includes a wide range of individuals and organizations, from eco-conscious consumers to restaurants, schools, and government agencies.
Project Objectives
This rebranding project focused on revitalizing Futureproof. The existing logo and color palette lacked creativity and energy. This was largely due to the absence of a defined branding strategy.
Therefore, I began the project by developing a comprehensive branding strategy. This strategy clarified the company's values, mission, and goals. This strategy then served as the foundation for creating a new visual identity. This new visual identity effectively communicates Futureproof's commitment to a circular economy and resonates with its diverse target audience.
The rebranding included designing a new logo, color palette, typography, and brand guidelines. This aimed to better align with Futureproof's vision for a more environmentally friendly food industry.
Developing Futureproof Branding Strategy
Logo Concept
Color Palette
The Futureproof color palette is a vibrant and diverse collection of hues that embody the brand’s commitment to sustainability and innovation. The main colors, Kryptonite Green and Deep Green, establish a strong foundation and connection to nature, representing the core of Futureproof’s mission.
This harmonious blend of colors creates a visually engaging and memorable brand identity that resonates with Futureproof’s values and aspirations.
Primary Typeface
The primary typface is TT Hoves Pro, a modern, highly functional and professional sans serif typeface. The font contains seven weights ranging from Thin to Black that allow for both typographic design flexibility and continuity. The font works equally well for all levels and sizesof type from headlines to bodycopy, both in print and on screen.
Visual Expression
Minimalist, modern visuals showcases product features, usage, and ingredients, without any distractions. They show the product in use in a way that highlights its benefits heavily relying on functionality.
Emphasizing functionality and removing distractions allows the product to shine in a visually appealing and compelling way.
