Visual identity

The visual identity is crucial to brand perception and consumer awareness. The visual identity is what the target audience judges your brand on, and therefore affects how they perceive your brand. It also influences any packaging design in terms of how your logo fits different types and sizes of packaging. When we talk about visual identities, it can be the overall brand but perhaps also the product identity itself.

Therefore, the visual identity is one of the first things we get to understand in the design process, so we can build and adapt the packaging design to the right visual identity. It also means that the design and communication initiatives we create always have a reason and a strategic connection to the overall visual identity – whether the identity is given in advance or we have to create it.

But what is a visual identity?

A visual identity consists of several elements that all need to work together to create a strong identity and a strong brand that consumers will remember:

Logo

A logo should be simple so that it’s easy to remember when you see it on the go, which is especially important in the food industry. It also needs to work across media, so it can be used both online and offline in different formats.

Colours

Colour is probably the most important part of the identity because it’s what consumers most easily remember and associate with a brand. Therefore, a colour is not just a colour, but one of the key elements of your visual identity.

Typography

There are many considerations when choosing a font. It sends certain signals, so it’s important to communicate the right values. In addition, typography should also be adaptable to different media depending on how and where it will be used.

Image or illustration style

Images are used to create the mood we want the target audience to have when they think of your brand, which is the state they want to achieve when they buy your product. Therefore, it is important to create an visual style that provides consistency and a clear understanding of your brand and its visual identity.

Identities should be easy and quick to recognize and, most importantly, be consistent and incorporated throughout your company’s DNA.

Let us help you create a strong visual identity that is based on who you are and what you stand for, not to mention what consumers will remember. When we design visual identities, we don’t try to create a new and modern identity, but we create it from the core of your DNA and make your entire organisation embrace this identity with pride. It’s important to us that you feel connected to your visual identity – otherwise you make it difficult to create a strong brand from the start.