About

CandL is a high quality brand headquartered in Aachen Germany, focusing on eco-friendly kitchenware and home products, being responsible for distribution, marketing, trading and global sourcing across all sectors between Europe and Asia. In order to visually and emotionally connect the customer with the product, my approach was to connect three key elements: food -> life -> cuisine = product. Based on the these elements, I created a simple, but effective organic logo represented by a customized font connected with a leaf and developed it into a complete branding identity. The leaf has the meaning of life and highlights the eco-friendly characteristics of the products which embraces better the philosophy of the company. Keeping in mind the three pillars of the company: high-quality, eco-friendly and distinctive, the purpose was to represent a full identity where the logotype compliments the shape of the leaf and the leaf compliments the corporate identity. For this reason, the color palette was chosen to: green and brown. Green is usually associated with wealthy, eco-friendly products and is the easiest color for the eyes to process in a store and brown indicates utility do its simplicity, warmth and neutrality.

Industry

Retail & Shopping

In order to visually and emotionally connect the customer with the product, my approach was to connect three key elements: food -> life -> cuisine = product. Based on the these elements, I created a simple, but effective organic logo represented by a customized font connected with a leaf and developed it into a complete branding identity.

The leaf has the meaning of life and highlights the eco-friendly characteristics of the products which embraces better the philosophy of the company. For this reason, the color palette was chosen to: green and brown. Green is usually associated with, eco-friendly products and is the easiest color for the eyes to process in stores and brown indicates utility.

Keeping in mind the three pillars of the company: high-quality, eco-friendly and distinctive, the purpose was to represent a full identity where the logotype compliments the shape of the leaf and the leaf compliments the corporate identity.

My responsibilities included management and coordination of the design process and the team and effectively create the branding concepts and designs, including 3 different product websites.

Mariana Aspru

Mariana Aspru

Designer

Role

Project services / Branding Design, Branding Identity, Design Strategy, Design Consulting including creation of Logo, Business Cards Design, Color Palette, Font, Typography, Stationery Design, Custom Icons, 3 x different Product Webpages Concept and Design, Mock-ups

Specialty

Logo Design

Skills

  • Brand Identity
  • Graphic
  • Illustration
  • Logo Design
  • Catalogue
  • Brochure
  • Typography
  • Banner Ad
  • Print Design

Turnaround

2 - 4 weeks

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