August 24, 2017 By adminCDS
Creating the Pepper brand
Ok, we’re super excited and proud about this one, and it’s been a long time coming!
We were approached by The Fabulous Getaway to help them come up with a brand name and identity for a new company within their group that would cater to experiences in order to capture the growing market of tourists already in Sri Lanka who are looking for something to do.
Our aim with this project was to find a brand that would convey the idea of adding some adventure or activity to a vacation. However, the activities would be very broad in their scope, from a relaxing tea tasting to a hair-raising white water raft.
We also needed to find some differentiation from other similar products, such as Trekurious and Air B&B Experiences. It need to have its own flavour and a touch of ‘Sri Lanka’…
To begin the process we had a creative brainstorm in the studio with everyone pitching in ideas and thoughts for words, sounds and emotions that we thought might take us in the right direction.
From that we selected four routes that we thought might work and drew them up into some initial logo directions.
Unfortunately for us these were not yet hitting the sweet spot for our client, so we had to go back to the drawing board again…
Sometimes you need to take a step back from a problem in order to see it more clearly. And sometimes you just need to be mulling things over in the shower…
And so it was that Lee came into the studio having had a Eureka moment earlier that morning : why not play on the idea of seasoning your vacation with a little spice? After all, Sri Lanka is known for it’s delicious and spicy curries…..
So what spice to use? We needed something quite universal, with personality but not divisive, and local to Sri Lanka… and so PEPPER was born.
The idea behind the logo was literally to season the brand, so we grabbed a pepper grinder, cut out the letters and sprinkled them with pepper. This natural look really helped to bring the idea to life, and was next to impossible to achieve through digital means.
We took the brand to the TFG team and happily they loved the idea, so the next job was to work up a full brand guideline.
Our approach was to use bright, bold images, stripping away the background of photos to show the people at the heart of the pepper experience; that is to say the customer themselves.
We gave each type of activity a colour, which could then be used throughout the branded content as a consistent visual statement.
So if you’re looking to spice up your holiday in Sri Lanka, head over to pepper.life to see the range of activities that are available.