Desinging rePACE Visual Identity and UI/UX
Client
Futreproof
Duration
1 month
Role and Responsibilities
Visual Identity Design
UI/UX Design
ABOUT rePACE
rePACE (Reusable Packaging and Consumer Engagement ) is an innovative initiative aimed at reducing waste from takeaway food packaging by promoting reusable alternatives. This project, supported by the Flemish government and various partners, seeks to create a circular economy for takeaway packaging in Flanders. The rePACE project is a collaborative effort by Thomas More, futuREproof, Red-use, Veolia, the City of Mechelen, and Ghent University
Project Objectives
Evaluate the fundamental traits that define the Brand; create a distinct personality; and translate these characteristics into aesthetic elements.
Develop a unified visual language that allows for easier identification, recognition, and public connection through emotive memory.
Create a new design/visual identity, that resonate with the project Mission.
Design a landing page that effectively communicates the rePACE mission and provides a seamless user experience, incorporating the newly established visual identity.
Logo Concept
The logomark design process stemmed from the rePACE project name, which stands for "Reusable Packaging and Consumer Engagement." The goal was to create a visual representation of the project's core elements:
Packaging: An icon symbolizing takeaway packaging.
Food: A fork representing the food industry and consumption.
Environment: A leaf symbolizing sustainability and environmental consciousness.
The final design ingeniously combines these elements:
Circular Fork and Leaf: The fork and leaf are intertwined in a circular shape, representing the nature of a reusable system.
Transformation: The fork visually transitions into a leaf, symbolizing the positive environmental impact of switching to reusable packaging.
Color Palette
The basic color palette chosen to create the brand is supplemented by hues of green, based on market research and focusing on the brand's existing positioning. They are colors that convey the beauty of nature and the comfort in tranquility , as well as responsibility and dedication. These colors were used to create a secondary palette that can be used to help assemble the visual identity, especially in digital media.
Presentation Template
To complement the rePACE visual identity, I also designed presentation templates that incorporate the new visual language. These templates provide a consistent and professional look for rePACE presentations and ensure brand consistency across different communication channels.
To maximize their usability, I created several versions of the presentation slides, each serving a different purpose. This includes slides for charts, quotes, agendas, and various other content types, offering a versatile toolkit for rePACE's communication needs.
UI/UX Design
After developing a new Visual identity, I designed a user-friendly website to showcase the project and what is it about. This included crafting intuitive interface copy, user flows, wireframes, mockups, style guides, and prototypes for all pages. Using Agile methodologies, I actively incorporated feedback throughout the design process to refine the website and ensure a seamless and engaging experience for rePACE's visitors.
