Utter-Less is a fictional almond milk company I branded along with Elle Floyd and Jaden Stiff. Our group was tasked with making a number of assets, including a word mark, icon, patterns, and multiple mockups to simulate a real brand identity. An important aspect of the project was coming up with identity attributes to adhere when branding. Below are links to the project brief Dropmark and the process Dropmark.
Process Dropmark
The main audiences focused on were vegetarians or vegans, those with lactose intolerance, and the experimenter who just wants to try something new.
The final name for the brand was "Utter-Less," a play on the words "utter" and "udder." The idea was to make a brand name that was not only funny, but also immediately presented itself as non-dairy. The identity attributes chosen were quirky, bold, and informal. Quirky informed the sense of humor of the brand, bold described the visual style, and informal is expressed through the color scheme and imagery.
Three different word mark were created, with one ultimately being chosen. The first was meant to be rather loose and hand-generated. The second was meant to be more bold and eye catching. The third is more stripped down and formal. Ultimately the second was chosen as the group felt it reflected the brand the best.
The final word mark compared to competitors' word marks. Displayed is Utter-Less next to the word marks for Oatley and MALK.
Contact cards that are letter mark focused and feature a scannable QR code.
Stationery featuring letter mark and flavor icons.
Thank you card that is word mark focused. Also features repeated almond pattern.
Magazine advertisement focused on tagline.
Photographic focused large-scale print ad. This billboard was meant to reflect the more humorous side of the brand.
Storefront. Displays what the company sells.
Phone app. Shown are the loading screen, home screen, order screen, and delivery screen. Simulates what an Utter-Less mobile app might look like.
A carry-out bag for the physical store.
Stickers, almond milk ice cream tubs, and a tee shirt.
A variety of social media adds specifically advertising the new ice cream products sold by Utter-Less.
