Eat. Be Fit. Explore
Today in our portfolio we are sharing a logo project with you that we completed earlier this year. I wanted to share the concepts we pitched to our clients and why we pitched them. When we started this project we learned that our client was a food/ fitness based blog that was Keto centered. Her background was in nutrition so we wanted to create a logo that could encompass her brand beyond Keto, just in case the trend fizzled out.
We started with pitching her ONE of the concepts that matched her Pinterest Board, Questionnaire, and our notes of what she was looking for. The only thing we left out was a concept with an avocado because our client expressed her disdain for that shade of green. After much editing and fiddling with the avocado as a icon we found that when we removed the color from the avocado it looks like a pear, a hard boiled egg or butternut squash. (Which we weren’t trying to go for) In addition, some of our icons were not suitable because they weren’t Keto friendly.
We pitched this concept to her based on her notes of wanting a scripted font, a leaf as the icon and the colors blues.
Our Clients Feedback was that it was to cutesy and she no longer wanted a leaf as her icon.
The next day, we sent her a few more concepts. Listening to her feedback we decided to go with a simplier font and find a creative way to break up the text so people could read with ease. We changed her icon to a carrot
Our Client’s feedback was that the carrot wasn’t keto friendly and that the text was to hard to read.
This concept was liked by our client. She liked the texture.
Our Clients feedback was to turn to the line into a piece of bacon. She expressed her interest in having an avocado as part of the logo. I re-shared our conversation about removing the color from the avocado.
This concept was pitched at the same time as concept five.
After I dived into research about what is considered to be a “keto friendly” vegetable, I settled on a beet. Mainly because if you were to see it in black & white you would be able to distinguish the icon.
This concept was pitched as with four & six.
I wanted to show my client a logo concept with the avocado as the icon. I tried to go for a lighter green as well as create spacing within the logo that didn’t look awkward. I also wanted to create a modern take on her logo so she can grow into.
This concept was a simpler take with the avocado.
I believed that her brand was best suited incased (in a box or circle) to create uniformity. When incased, you can see the logo as a whole and as it’s separate elements. When I didn’t incase it in almost all of the concepts the logo looked very unbalanced.
The Concept We Landed On
After my client reviewed all of her concepts. She settled on combining two concepts into one. Settled with the avocado as the icon and the textured font that she loved. Once she confirmed that she liked the concept I then moved on to create her supporting assets, that included social media icons, secondary logo assets, brand guide, color palette.