A branding/style guide project I did for an imaginary new product.

Vitae is a brand new type of.....ice! Its different from other ice in that it contains probiotics and vitamins, making it even healthier than regular ice. Use it pre or post workout, or maybe throw some in your water bottle before work or school and have a healthy drink to sip on all day. It comes in a variety of citrus and other fruit flavors.

Color Palette: A uniquely warm palette considering the product but I believe the uniqueness to  be a strength to the brand identity. Number one, the orange stands out! Its bright and attention grabbing and helps differentiate from plain old ice. Orange also has the benefit of being an appetite stimulant and is often associated with a the fruit, a tasty, citrusy, healthy food. The raspberry and grape purple compliments the orange to add a lighthearted feel to the brand, while still providing a natural, healthy, fruit connotation. 

Typeface: I feel Merriweather was a great fit for the Vitae brand. The humanist features help with the identity of a natural and healthy product. The high x-height helps with readability in digital formats. Merriweather is also incredibly versatile, having both Serif and Sans-Serif options, in a variety of weights and styles.

Logo Mockups: The snowflake logo was made using a custom letter 'V' shape, repeated around a central point to create a fun pattern. I made the custom lettered 'V' with a brush tip pen and then vectorized it in Illustrator. I kept humanist features in mind when first drawing it out. I then italicized the letter and added a swish at the end to help give it some motion and direction, which I think compliments the active and healthy brand identity well.