A successful branding exercise is one that is able to transfer itself to multiple contexts. By evolving our organically-inspired brand towards a pared-back, contemporary icon, Colicci’s identity retained its impact across various uses – from merchandise, menus, digital representation, to signage and store-fronts.
Organic imagery was established as a direction for its links to the Colicci story and the brand’s growth in the parks of London, an emphasis on nurturing (at the core of the family business), as well as its connotations with honesty and high quality food products.Versatility and a premium look was important for Colicci’s potential to move into the high street, which they did at Westfield Stratford. The team worked on evolving organic references into a symbolic and elegant design language.The process of simplifying lead us to an elegant, recognisable aesthetic. Layering natural colour palettes and textures helped us reach a versatile logo which had the sophistication of a high street brand whilst also complimenting and symbolising nature.
The logo’s typeface had to have an understated elegance and its versatility had to stretch to work with a variety of different sub-headings and sites due to the nature of Colicci’s work in the parks. We explored different possibilities for site specific typography, always testing how our logo fared in keeping a homogeneous and recognisable look. Context visualisation was a key factor in providing our clients with a holistic vision of how their
brand would ultimately communicate to their customers.
KEY SERVICES PROVIDED