Our job was to revisit the Currimjee brand and brand identity through a process of strategic brand research, auditing and strategic brand development.
Once we had defined their refreshed brand strategy we needed to create an iconic refreshed brand identity which imbues a Currimjee that is visionary and forward-thinking without losing their heritage and strong brand values.
Current Currimjee logo
We started by developing their brand purpose, followed by visually depicting their purpose and brand values.
The reason for creating a purpose Currimjee moodboard is to visually define key ideas that have been defined in the purpose development process.
This helps navigate and define business and brand decisions.
Each part of the moodboard tells a detailed story.
Currimjee moodboard - visually depicts both the brand purpose and brand values
Our next step is to define brand character traits. Character traits are the external expression of the company’s purpose and values. They describe what Currimjee would be like if it were a person.
We want people to describe Currimjee as:
- Established
- Pioneering
- Fair
- Responsible
- Established
- Pioneering
- Fair
- Responsible
Each character trait is visual depicted in moodboards to further define and establish these traits.
Established moodboard
Pioneering moodboard
Fair moodboard
Fair moodboard
Creative route - We are grounded and responsible with a clear vision into the future.
Our first step is to distil the brand character traits into a moodboard that visually depicts our creative concept.
Concept moodboard
The idea behind the logo is to create a strong foundation and roots firmly set in the ground.
This is created by keeping the serif on the bottom of all the letters. We then represent a clear vision of the future by opening up the top of all the letters and removing the top serif allowing for growth and movement into the future.
Logo development
Colour development
Colourways
Stationery
Logo development before and after
