UP! By Curve
CLIENT: Curve Distribution
ROLE: Art Direction
OUTCOME: Product Branding
The challenge faced by Curve Distribution was to establish a private-label brand that would revolutionize the convenience store food and beverage industry.
The company aimed to appeal to a young, urban demographic and create a brand that would be both easily recognizable and memorable, while also differentiating itself from competitors on the shelves.
To overcome this challenge, we employed our expertise in branding and design to develop a brand that would not only resonate with the target demographic but also remain true to the company's values. The result was a bold, modern and highly recognizable visual identity that established the brand as a leader in the convenience store industry.
Brand Direction
Logo Pitch
One of the key strategies implemented in the brand development process was the creation of a unique and versatile product naming convention. The name "Up!" was conceptualized with the intent of being adapted to various products, such as "Drink Up" for beverages and "Eat Up" for food items. This approach not only added a dynamic element to the brand but also made it easily adaptable to new products, thus providing the brand with the ability to expand in the future.
In addition to helping to develop the brand strategy and visual identity, I also played a crucial role in leading the branding workshop with the client and creating a detailed brief for the design team. I led the workshop with the client to ensure that all of the company's values and goals were effectively communicated to the design team. This allowed us to create a brand that aligned with the company's vision and objectives.
Product Mockup
Product Mockup
I also oversaw the brand development and design process, working closely with the design team to ensure that the brand was consistent and aligned with the brief. I provided guidance and direction to the team, ensuring that the final design met the client's expectations and effectively communicated the brand's message.
Finally, I pitched the work to the client and successfully presented the final brand, including the visual identity and naming convention. Some of my responsibilities included:
Leading an initial discovery workshop where we extracted the needs and wants of the client and marketplace
Created a detailed creative brief outlining our findings and led the team through the brief in the process
Oversaw and worked with the creative team to develop conceptual directions for the client to review
Pitched all work and communicated with the client to incorporate feedback in a meaningful way
CREDIT:
Agency - Park Digital
