BeriVezi / Бери-Вези — Logo & Identity

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Logo & Identity

The wholesale warehouses franchise «Бери Вези» («Take'n'Drive» in Ukrainian) is a part of the METRO Cash and Carry Ukraine company. It was opened as a result of reformatting of METRO Base stores. The target audience consists mostly of representatives of retail trade. The service is plain and uncostly.
I took part in this project when I was working in Ogilvy Ukraine. My objective was to create a logo and visual identity for this METRO sub-brand. To achieve this, I opted for a minimalist and bold design, featuring a shopping cart image with a hint of brutalism.

Colors

The client request was to incorporate the original METRO colors as the primary color palette. I selected the original yellow and blue, but updated the blue to a lighter, more vibrant shade. To enhance the design, I introduced a complementary purple accent color for important information such as price tags and promo labels. I also added an aqua secondary color for use as a alternative background. Additionally, I utilized black and white as neutral colors to balance the overall design.

Typography

For the logo typography, I used the Tactic Sans font as a reference, which closely resembles the one used in the METRO logo. I needed to use only free fonts and as this font requires a paid license, I opted for the free Russo One font for headings and highlights to maintain consistency. For the body text, I selected Helvetica Neue since Helvetica family is a widely used font in METRO branding.

Merch and branding

As an option, I have created a diverse range of examples showcasing identity usage across various mediums such as car branding, bag design, stickers, and storefront exteriors. Additionally, I have developed a captivating motion video concept.