Natuy Brand Guidelines
PROJECT OVERVIEW
Natuy Enterprise S.L. is a natural cosmetics manufacturer with decades of experience and profound knowledge of plants and nature. Its research laboratories discover new and powerful plant-based ingredients to manufacture a wide range of highly effective cosmetics.
SERVICES
Visual identity, logo design, verbal identity, communication materials, packaging.
CHALLENGE
My role was to design a logo able to be applied to all kind of supports available in the market, including in its social media, and a corporate identity manual. These had to reflect the brand values and highlight its natural cosmetic products were manufactured without animal cruelty and its commitment to fair trade.
STRATEGY
The first step I took to confront this project was to study the defining characteristics of Natuy and focus my work on the one which could best encompass the brand’s character. For that reason, I concentrated on the adjective ‘natural’.
Next, I studied the colour gamut and shapes present in nature, in order to obtain a simple and memorable logo, which the client could recognize at sight as being related to nature. Nevertheless, it had to differ from that of its competitors.
After making several sketches, I opted for an isotype constructed to represent a branch with leaves within a circle, which referred to fair trade. I selected two shades of green existing in nature, which also evoke its aroma.
On the other hand, the dark grey tone is part of the naming to allude to fair trade and the shade of black found in nature. Moreover, handwritten typography completes the isotype, together with its bottom trace, which reflects the friendly, warm and personal qualities of Natuy.
The corporate identity manual accompanies the logo with the same colour shades and with photos and quotes referring to nature and the environment in order to ensure a uniform and coherence expression of Natuy. This manual includes circular elements, which allude to Natuy’s logo and guarantee a clear identification of the brand in its public communications.
