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Case studyBranding

IdentityColourPackagingEnvironment

Food products

Ideal

Opening frame of the Ideal brand film

Ideal brand film. Motion film made from the original Ideal identity boards and brand applications.

Overview

An identity for Ideal Food Choice, a food-stuffs and beans brand.

The wordmark sits on a deep green (#01625D), with a bean outline as the inspiration. The presentation sets a two-typeface system, then applies it to retail packs, including 5 kg atta and porata maida bags, and staff polo shirts.

BriefA food range needs to identify the brand while leaving room to tell products apart. The design task is to give the name a consistent presence across packaging with different product images and backgrounds.

Services

Scope

  • Wordmark
  • Colour and type system
  • Retail packaging and uniforms

Sources

A shopper's hands on a supermarket trolley holding Ideal 5KG atta and porata maida bags and a yellow Ideal tea pouch.
Atta and tea in the trolleyThe Ideal Food Choice identity in a lifestyle photograph of a supermarket trolley loaded with Ideal packs.

How to read this deck

The deck pairs the client’s original presentation boards with new application scenes that show the identity in use.

Some of the older boards have been redrawn. Each one sits where the original stood, with the real original design in its corner and a View original button to open it in full.

Chapter 01

Concept and inspiration

Ideal: Inspiration
InspirationA bean outline over a field of beans, captioned "Food Stuffs and Beans".
Ideal: Ideal Samovar Tea preparation scene
Ideal Samovar Tea preparation sceneThe Ideal Food Choice identity on its Samovar Tea packaging, based on the supplied portfolio pack artwork.
Ideal: Ideal Food Choice packaging application
Ideal Food Choice packaging applicationThe Ideal Food Choice identity on flour packaging.
Ideal: Ideal bean inspiration
Ideal bean inspirationOutlined beans appear over green-tinted food photography in the client inspiration board.

Chapter 02

How the logo was formed

The Ideal Food Choice logo shown large on a pale paper ground with thin construction lines, circles, a modular grid and a clear-space frame built from a unit x.
Logo constructionConstruction study of the Ideal Food Choice logo, showing its geometry and clear space.

Chapter 04

Logo variations

Ideal: Colour versions
Colour versionsThe logo in white on green and green on white.
The bean outline symbol in deep green, enlarged and cropped off the edge of a yellow field.
Symbol on yellowThe Ideal Food Choice identity as the bean symbol cropped large on yellow.

Chapter 05

Colour

  • Accent#01625D
  • Surface#01403D
  • Ink#FFFFFF

Colours sampled from the original identity boards.

Four vertical panels of deep green, white, yellow and cream, each with the ideal logo in a readable colour.
Logo on colourThe Ideal Food Choice identity on four panels of deep green, white, yellow and cream.
Painted patches of deep teal, amber yellow, cream and white on a clean plaster wall with paper stock swatches taped beside them and a brush on a paint tin.
Teal and amber in materialsThe Ideal identity: the brand deep teal, amber yellow, cream and white as painted patches and paper stock.
A white print-studio table with teal and yellow proof sheets, a fanned colour guide, a small teal pouch sample and a dish of lentils.
Print proofs and colour guideThe Ideal identity: teal and yellow print proofs and a colour guide beside a pouch sample on a studio table.

Chapter 06

Typography

Built for the shelf

The type system pairs October Meetei Mayek with Open Sans and two colours, #01625D and white. The packs then switch background colour and imagery by product while keeping the green logo panel.

Ideal: Type system
Type systemOctober Meetei Mayek as the primary font, Open Sans as the secondary, with #01625D and #FFFFFF.

Chapter 07

Pattern and graphic elements

A repeat of the bean outline in white line art with a few solid yellow beans on deep green, with a small logo badge.
PatternThe Ideal Food Choice identity as a repeat pattern built from the bean outline.
A cotton tote printed with the teal, mustard and white Ideal bean pattern hanging from a brass hook on a clean plaster wall.
Pattern on a printed toteThe Ideal identity: the bean pattern printed on a cotton tote hanging on a wall hook.
A parcel wrapped in teal paper printed with the Ideal bean pattern and sealed with a round white bean sticker on an oak counter, with a hand resting on its corner.
Pattern on wrapping paperThe Ideal identity: the bean pattern as wrapping paper around a parcel.

Chapter 08

Packaging

An Ideal Samovar Tea pouch in yellow and deep green standing on a supermarket shelf among other packs.
Ideal: Retail pouch mockup
Retail pouch mockupA yellow stand-up pouch with the Ideal logo on a green background.
Samovar tea pouch on the shelfThe Ideal Food Choice identity, remastered from the original board of samovar tea pouch, as a photograph of the tea pouch on a shelf.
Ideal: Flour pack mockups
Flour pack mockups5 kg atta and porata maida packs with the Ideal logo and product photography.
The ideal pack range of atta, porata maida, khesari dal and tea standing on a clean oak table in a bright pantry, with a small bowl of beans and a light dusting of flour.
Packaging rangeThe Ideal Food Choice identity on the pack range among raw ingredients.
Two white Ideal Khesari Dal pouches with a clear window, front and back, on a wooden kitchen table.
Ideal: Ideal Khesari Dal packaging
Ideal Khesari Dal packagingFront and reverse pouch mockups show the green-and-white Ideal Khesari Dal packaging.
Khesari dal pouchesThe Ideal Food Choice identity, remastered from the original board of khesari dal pouches, as a photograph of the dal pouches on a kitchen table.
Ideal: Ideal Samovar Tea packaging
Ideal Samovar Tea packagingThree views of the Ideal Samovar Tea pouch show its cream-and-green layout against a dark reflective background.

Chapter 09

Stationery

Business cards, letterhead, envelope and folder with the ideal logo and bean symbol on pale linen.
StationeryThe Ideal Food Choice identity as business cards, letterhead, envelope and folder.
A deep teal Ideal Food Choice business card held over a white card with the bean symbol on an oak desk, with a pen and a dish of lentils.
Business cards on a deskThe Ideal identity: two business cards on an oak desk.
A white letterhead with a small teal Ideal wordmark and a deep teal envelope with the white bean symbol on an oak desk with a pen and a tea glass.
Letterhead and envelopeThe Ideal identity: a letterhead and a teal envelope with the bean symbol on an oak desk.

Chapter 10

Signage and spaces

A clean white Ideal delivery truck with the deep green wordmark on the cab and the large wordmark with teal and mustard shapes on the box, at golden hour in a tidy warehouse yard.
Ideal: Ideal delivery-truck branding
Ideal delivery-truck brandingThe client-supplied truck mockup combines the green Ideal identity, yellow accents and product-pack imagery.
Delivery truck liveryThe Ideal Food Choice identity on a delivery truck.
A deep teal fascia with the white Ideal Food Choice wordmark over a clean grocery shopfront with produce crates and sacks outside, in warm late afternoon light.
Grocery shopfront fasciaThe Ideal identity: a teal fascia sign over a grocery shopfront.
A freshly painted teal warehouse wall with the large white Ideal Food Choice wordmark above a clean loading bay with pallets of sacks and a pallet jack.
Warehouse loading bay wallThe Ideal identity: a large wall logo at a warehouse loading bay with pallets of sacks.

Chapter 11

Uniforms and merchandise

Two new deep green Ideal polo shirts on wooden hangers, one showing the chest logo and one showing the back, in a bright, tidy office.
Ideal: Polo shirt mockups
Polo shirt mockupsGreen polo shirts with the white wordmark.
Staff polo shirtsThe Ideal Food Choice identity on staff polo shirts.
A deep teal polo shirt with a small white Ideal wordmark on the chest, neatly folded on a pallet of white sacks in a bright stockroom beside a pen.
Teal polo on a palletThe Ideal identity: a teal staff polo with the small logo folded on a pallet in a stockroom.
A delivery driver seen from behind in a crisp deep teal polo with the small white Ideal wordmark across the upper back, carrying cartons from a clean white van.
Driver in a teal poloThe Ideal identity: a driver in a teal polo with the logo on the back unloading cartons, seen from behind.

Chapter 12

Digital

A hand holding a phone that shows an ideal Instagram grid of logo tiles, bean symbol tiles, pulses and packs.
Instagram gridThe Ideal Food Choice identity as an Instagram grid on a phone.
A hand holding a phone in the cab of a clean delivery van showing an Ideal Food Choice story frame: deep teal with the white wordmark and a band of the bean pattern.
Story frame on a phoneThe Ideal identity: a single story frame on a phone in a delivery van cab.
A laptop on a tidy oak desk showing an Ideal Food Choice social profile of teal, amber and white tiles with bean shapes and photos of beans.
Profile open on a laptopThe Ideal identity: the brand profile open on a laptop on an office desk.

Chapter 13

The brand in the world

The source includes retail flour and tea packs, staff polo shirts, and delivery-truck graphics that combine the wordmark with product-pack imagery.

A stacked end-cap display of Ideal Food Choice atta and porata maida bags under a deep green header board with the white ideal wordmark, in a bright Dubai supermarket aisle.
Ideal flour on the supermarket end-capThe Ideal Food Choice identity on a supermarket end-cap display of the 5 kg atta and porata maida packs.
An Ideal atta bag standing on a sunlit kitchen counter while hands roll out dough, beside a stack of cooked flatbreads and a bowl of flour.
Atta pack on the kitchen counterThe Ideal Food Choice identity on the atta pack in a home kitchen while flatbread is rolled out.
A store attendant seen from behind in a deep green Ideal polo shirt with a white wordmark, carrying a 5 kg Ideal bag past shelves of stock.
Green staff polo in the stockroomThe Ideal Food Choice identity on the deep green staff polo and a 5 kg pack in a stockroom.
Two paper hang tags tied with twine, one deep green with the white outlined bean symbol embossed into it and one white with the green ideal wordmark, among dried beans and wheat grains.
Bean symbol hang tagsThe Ideal Food Choice identity on embossed bean-symbol and wordmark hang tags with dried beans.

Chapter 14

In people’s hands

  • A man in a grey t-shirt lifts a 5KG Ideal atta bag out of an open car boot in a car park, with a second bag still inside.
    Atta out of the bootThe Ideal Food Choice identity in a lifestyle photograph of a 5KG atta bag lifted out of a car boot.
  • A woman's hands slide a yellow Ideal tea pouch onto a wooden pantry shelf between atta and porata maida bags, above jars of beans and lentils.
    Tea on the pantry shelfThe Ideal Food Choice identity in a lifestyle photograph of an Ideal tea pouch being put on a pantry shelf.
  • A worker in a deep green polo with a small white ideal wordmark lifts a 5KG atta bag onto a pallet of Ideal bags in a stockroom.
    Stacking atta in the stockroomThe Ideal Food Choice identity in a lifestyle photograph of a stockroom worker stacking atta bags on a pallet.
  • A wicker basket on a sunlit stone doorstep holding Ideal atta, porata maida and tea packs, with a hand on the handle.
    Basket on the doorstepThe Ideal Food Choice identity in a lifestyle photograph of a basket of Ideal packs on a doorstep.
  • A hand pours tea into a small glass beside a second glass, a plate of biscuits and a yellow Ideal tea pouch on a linen tablecloth.
    Pouring chai at the tableThe Ideal Food Choice identity in a lifestyle photograph of tea being poured beside an Ideal tea pouch.

Chapter 15

Campaign

A backlit bus shelter poster in deep teal with the white Ideal Food Choice wordmark on a clean Al Barsha roadside at golden hour, with a passing car.
Bus shelter poster, Al BarshaThe Ideal identity: a teal backlit bus shelter poster in Al Barsha.
A new Ideal Food Choice hoarding with the wordmark and bean pattern wrapped on a construction-site fence, with a crane and skyline behind.
Hoarding beside a building siteThe Ideal identity: a printed hoarding on a construction-site fence.
Three backlit roadside posters on a clean Sharjah corniche at golden hour carrying the ideal logo, an atta pack and the outline bean symbol.
Street postersThe Ideal Food Choice identity on three backlit roadside posters.

About this deck

What we built

A bean-inspired wordmark, deep-green colour system and two-typeface pairing, with retail pouches, flour bags and staff polo-shirt applications.

About the originals

The original boards are from Abcon’s original project presentation and include application mockups.

What does your brand need next?

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