Ukrainian Association of Spices

Treasury of generous land

The Ukrainian Association of Spices serves as the primary hub for business activities and the economic interests of farmers and spice producers in the country. Each member of the club is committed to preserving and promoting the natural wealth of Ukraine and sharing its generous gifts with the world. The association aims to showcase to the global market that spices grown on Ukrainian soil are exceptional treasures that surpass the highest international standards in quality and variety.

The Task

The new brand needed to define the key idea of the Ukrainian variable spice industry and provide powerful B2B visual communication. The main challenge was to establish a bold brand identity that would effectively represent the company in both domestic and global markets.

The Idea!

Ukraine's varied climatic conditions and fertile soil resources provide favorable conditions for cultivating different types of spices. The diverse culinary culture and national traditions of Ukraine encourage consumers to use various spices, creating opportunities for the industry to develop.
The variable logo of the Ukrainian Association of Spices (UAS) reflects the diversity of the Ukrainian spice market. It is a unique graphic design that uses capital letters of the association's name and a text descriptor. The negative space of the letter "U" in the logo is supplemented with a variable accent symbol, which represents a specific type of spices grown in Ukraine.

Colors

The brand's main colors consist of blue and white. The vibrant, energetic blue is the brand's trademark color, symbolizing the association's ambitious aspirations and the rapid growth of the spice industry in Ukraine. The pure white color complements the blue and helps to focus attention on the brand's values. Additional colors are used for corporate graphics, accents, and stylistic design of photo materials. They also have symbolic meanings and complement the main colors. The combination of bright blue and accent yellow colors has an associative link to the country where the association was founded, which is important for the brand's international identification.

Typography

Typography is represented by a pair of harmoniously combined fonts. The primary font is Random Grotesque Standard Bold, a sans-serif typeface with interesting topical elements such as ink traps, making it visually appealing and blending well with the logo style. The secondary font is Noto Sans Regular, which has good readability and is used for setting text blocks.

Design

The brand's main idea is based on a variety of Ukrainian spices. The corporate graphics reflect this idea. It consists of plant symbols in a simple geometric style that goes well with the logo and forms a harmonious complete design system. By combining geometric elements, you can create variable graphic symbols that represent different types of spice plants, including their flowers, leaves, inflorescences, or seeds. Each of these symbols can be used as a separate graphic element or be a part of a brand pattern.