Branding and Packaging: Chia\Vie
Posted: May 9, 2011 Filed under: Food & Drink, Logos & Branding, Packaging | Tags: Bare Nutrition, branding, chia seeds, Drink, food, identity, logo, packaging, smoothie 3 Comments »
ChiaVie is a new brand of smoothie from Californian based Bare Nutrition that is the first blend of fruit juice and chia seeds (a popular superfood) on the market. Miller Creative a brand and packaging agency based in New Jersey, US, was tasked with developing a logo, tagline, packaging, copywriting, printed collateral, and website.
There seems to be no slowing the development and release of super-food based drink products, each striving to deliver an ‘honest’ aesthetic. Chia\Vie is not much different utilising hand drawn illustrations by Migy to capture that child like honesty initially established by Innocent. These are exceptionally well done and when seen flat really have a strong unified visual style, on pack they are simply applied with plenty of white space. It’s unusual not to see the contents especially for a product striving to deliver a natural message but the illustrations speak volumes. The word-mark is simple but slightly over spaced while the C and E appear larger possibly to counter the unusual format of the brand name. The typography is simple and well restrained throughout and the strap-line ties the logo back to the illustrations. On-line the brand is cleanly transferred and forms the basis of navigation through colour movement and narrative.
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Richard BairdRichard is a British freelance designer and writer who specialises in the development of logos, branding and packaging. He has written for Brand New and Design Week, is an editor for The Dieline, has featured in Computer Arts magazine and also runs the resource Design Survival. |
This is a very interesting post! I like it because it made me realize how attached I am to traditional packaging where food & drink is concerned (i.e. photos of what you’re consuming placed in an obvious, enticing manner). The illustrations for this packaging are sweet, but I would be afraid to consume this drink… I think the style is better suited to textiles, or a craft-related product. Thought provoking indeed!
That’s a very good point, I think hiding the drink was maybe a mistake but thought the illustrations would compensate.
Maybe it’s subjective. Would be interesting to see how others react. What I don’t understand is why the illustrations used on the olive oil packaging that you previously discussed as well as your own very stylish tea package design don’t bother me… I’m starting to wonder whether or not I’m brainwashed as far as packaging is concerned