RELEEESE

Creative Direction, brand design and packaging design

The Releeese brand has been as challenging as it’s been a fabulously exciting project to work on. Building all the components that help communicate the benefits clearly while making the product jump off the shelf as a delicious choice in a competitive market was the real challenge here, and creating a brand identity which looks sophisticated and simple was paramount. How do you make a health food and lifestyle brand stand out in the crowd? The design needed to look elegant but more importantly the ingredients and imagery needed to jump out at you, so you could almost taste them. I think the final result succeeds in this. The brand is sophisticated and the packaging oozes flavour.

With a diverse range of chocolate flavours the packaging needed to communicate the flavour, this was achieved visually with clear imagery and colour on the forefront of the brand hierarchy, the “leaf hug” brand icon which seems to have open arms and embrace (and release), and the primary colour on the typography: Releeese Burgundy.

The same visual language hierarchy was employes on the 35g chocolate bar, ensuring consistency along product lines. All finished products of the range, chocolates, drinks and any products which are pre-made use the primary Releeese Burgundy colour. All sugar mixtures which can be added to recipes, powders, baking mixes, liguid sugars and ingredients will employ the Releeese Indigo colour. This helps differentiate the two main product lines.

A brand bible with tone of voice, colour exploration, brand guidelines, icons and iconographic usage, typography and all required brand behaviour and activation was also supplied to the client.

The tone of voice was driven by the Releeese brand’s primary pillar, “Made From Nature, Backed by Science”, the brand behaviour has to visually and in all communications speak simply with this 50/50 rule at its core.

Even in the sugar mixtures below you can see that the background iconography is a 50/50 mix of natural leaf iconography and molecular patterns. This is the base imagery across the entire range.

The sugar mixtures needed to communicate with a slightly different background colour language as the chocolates and pre made products’ colour was driven by flavour the mixtures needed to speak differeently in order not to confuse at point of purchase. Anyone buying a sugar mixture needed to immediately understand the mixture’s benefits (iconographically) as well as not be confused by primary colours which might make them think that the mixture was flavoured. For this purpose a new range of “muted colours” was developed to make certain this was clear in the pachaging.

The point of purchase packaging and boxes needed to feel premium while simultaneously using reciclable materials, but once purchased the product needed to speak with simplicity and clarity from a brand perspective, and benefits iconography needed to be very clear.

Bags and additional brand presence must always be simple and minimalistically impactful. Less is more, but the three primary brand colours could be used playfully and interchangeably.