Product expansion
A brand can never predict how much it will grow. That’s why I approach identity design with a solid brand architecture that scales as and when a company needs it. Factor Meals, owned by Hello Fresh, saw such success in their meal kits that they saw an opportunity to create a line of nutritional and hydration supplements. The new line needed to live both within and apart from the Factor brand.
The underscore
Factor’s existing brand has a small but crucial element that provided a lot of brand equity. I approached Factor Form as an extension by expanding the underscore into a holding shape. The result gave the brand a visual distinction that had a lot of versatility. Its modular nature then extended to packaging.
Our team also explored the look and feel of the brand, choosing strong but quiet photography with a lot of white space to best express the accessible-yet-premium brand.
As a typographer, my work is never complete without truly unpacking a brand’s typographic system. Along with the brand guidelines, we delivered a comprehensive section on the brand’s typefaces, and showed examples of how the fonts can be expressed, even without color and imagery.
Credits: Deanna Wang: motion. Eric Ramirez: packaging.