Client
Ukrop is a cafe for vegetarians, vegans, and raw foodists with simple yet creative vegetable and fruit dishes. All food is cooked here without sugar and with a minimal heat treatment. If you think vegetarian food is bland and boring, then you should definitely visit our place.
Aim
Rebrand the corporate identity in order to expand its target audience, convey the values and the character of the brand, as well as create a new style of communication with the consumer. Such words as naturalness, care, love, and unification should be associated with the brand.
Concept
To successfully rebrand the cafe, I worked out a brand strategy. I identified the core of the target audience — people who value emotionality, care, and love in communication with the brand. They prefer a minimalistic and aesthetic design. I also identified the additional target audience — people who are either more conservative or more open-minded and ready to experiment.
Among the emotional benefits of the brand, I identified the following: it frees up time for yourself, fills you with joy from contacting people closest to you, helps to eat healthy. Based on this input, the new corporate identity of the brand was created.
The shape of the logo resembles the branchy stems and umbrellas of dil; to harmonize the inter-letter space, the descriptor is inscribed in the letter “O”. The main elements of our corporate identity are illustrations of fruit and vegetables, stylized with circular strokes that connect them with each other. I also combined the illustrations with each other to convey a sense of care and warmth.
In addition to our identity, I created an animation, where simple geometric shapes of fruit and vegetables transform into creative dishes when they get into the cafe. Just like people, who become happier and kinder when they visit us.
