NAMING / / / BRANDING AND PACKAGING / / / STORYTELLING
B E R R Y M E L L Y ®
W O N D E R F U L B E R R I E S
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Berry Melly® is a berry seller and exporter with a very clear objective:
to deliver wonderful berries to all corners of the world.
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Berries are the crown jewels of Mexican fields, especially in Michoacan, the state where the brand came to life; but also, in feudal times, berries were considered actual jewels, exclusive property of kings, and people could not possess them.
The origin of Berry Melly's name comes from a Greek etymology turned into metaphor: Melly is the mellifluous morpheme for honey. By joining it to Berry, we were able to play with all possible combinations of the brand's connotations: honey berries, sweet berries, very sweet, very honey, etc.
We highlighted the royalty status of the berries by playing with all possible language figures: crown jewels, forest jewels. Then we started thinking how Berry Melly® would be if she were a queen: she would have to make sure that her berries were available to everyone, and also create community around them. This became the basis of its graphic identity. We created the character of a medieval queen who lives in the woods, providing sweet and wonderful berries for everyone, and we integrated her with a foundational-style calligraphic identifier.
The chosen color palette allows to find those pink and purple fruits hidden among the greens of the deep forest.
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B E H I N D T H E S C E N E S
