Page 127 - CTI82_EN

I

when wholesome good vibes were in full swing,
taking cues from the 60s and 70s psychedelic
poster art of Victor Moscoso.
Each pack utilises Moscoso’s clashing
colours that fight with the eye, the flowing
interlocking word-mark is a nod back to the
freedom of his typography. The spiral patterns
of churned ice cream add another playful link
to the influence of Moscoso, forming an own-
able, organic abstract brand asset, as well as
representing the flavors within. Think burnt
brand and packaging design was to stand out orange for Salted Caramel & Sunshine and
and drive traction in an increasingly saturat- creamy blue for Very Vanilla.
ed market. The design needed to get noticed
and create a loyal band of believers, not just The Melting Moment
for the product but in the brand.
With so many brands using generic It’s not an easy feat to both reward
conventions of wellness, (think craft mar- yourself with something so delicious know-
kets, hand crafted aesthetics and soft earthy ing that you’re also consuming such import-
colours), Marx Design took a different de- ant probiotics every healthy gut needs.
sign direction. The aim was to position Good You’re walking away with a cone or cup of
Vibes as a personality strong enough to live Good Vibes, lips all sticky and sweet.
up to its name, lively, energetic and relent- You don’t need much else to finish off
lessly positive. A brand with instant visual your day then with a gelato of this calibre.
appeal and a design concept that does justice The beautiful sun is about to set and you
to its health promise. think to yourself, “Just one more scoop, I
Inspired by the “Good Vibes” name (de- reckon I deserve it, hah!” Not knowing your
rived from the Turkish word Keyif, Kefir means feet are already tapping their way back to
“feeling good” ), Marx looked back to a time the gelaterie.

128

ໃଁ଀ ༯໶