Creative director: Alyona Trifonova.
Designer: Evgeny Korolev.
Brand: AMAZON FOOD.
Company: online store with natural products for a healthy diet.
Task: to create a logo and design concept for the online store
Creating the logo, we thought about brand’s name a lot.
The Amazon River flows through tropical jungle with a warm, humid climate. Due to the high humidity and the abundance of the sun, its forests are saturated with emerald greens and bright pigments of colors. There is also a variety of flora and fauna there: birds, beautiful butterflies, lush flowers.
That’s why, we thought that the name AMAZON FOOD, which includes the name of the Amazon River, can be perfectly associated with the exotic, splendor and abundance of the jungle.
The store concept in such case could get the following features.
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An element of forest mystery - slightly darkened frames.
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Furious bright colors, emerald undertones in the design of backgrounds.
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Elements of flora and fauna in icons: butterflies, birds, flowers, leaves.
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Luxury and exotic: beautiful detailed product descriptions, emphasis on exclusivity and uniqueness of the assortment.
For this concept, we created the logo with grass of a dark green shade, typical for the jungle, and purple-eggplant shade of background, usually associated with something exotic. The bright white spelling of the name of the brand makes it stand out from the background. At the same time, the name seems to "hide" mysteriously in the grass.
For the logo, we have created three formats, which can be used according to the situation, saving the corporate identity in each case:
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name on a colored background - square shape;
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image on the right, name on the left - rectangular shape;
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separate use of image - frequently used, it can be well remembered and get the strong associations with the brand, even without the location of the name next to it.
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Comment from Andrey Yakunin, Founder of AMAZON FOOD.
"For my online store Alyona has developed very creative and unusual brand concepts and several logo options. It was difficult for me to choose one thing, because all options were great! I especially want to note that the work was done not only qualitatively, creatively, but also quickly. It's hard to find a good responsible specialist nowardays, especially for freelance. Alyona is exactly the person I have been looking for for a long time. Before her, I had several attempts to work on corporate identity with designers and artists, but they categorically did not suit me, they clearly missed something. I turned to Alyona as a creative specialist for help. She is not a designer herself, but she works with a designer who embodies her vision. And it turned out that these are two big differences: when just a designer works on a project or when a designer + Creative Director work together. The project got the idea, colors, concept and meaning, and not just a picture. And that's exactly what I needed!"
