This work was created for Neoplanta’s rebrand project.
The concept was
To set Neoplanta into the place of a meat production company that’s at the very top of the meat industry, produces excellent meat products, and is positioned at every household table.
That example is chosen as the main concept - Neoplanta is čajna, kulen, fruštuk, and other products, but the goal is to create that feeling of sliced-up products, set on the tray.
The use of colors was to be based on the existing emotion that awakens when a Neoplanta product, poster or visual is seen.
Red is still used as the primary color, with the addition of light and dark shades for different needs. This avoids the use of pure black and white but uses warm shades of the same to bring the brand to the point that the word written on a colored background is very simple and one-way - Neoplanta.
The main mark
The main mark was a letter N, stilized through the beggining of setting up the table, slices two times and ready to be served.
The goal of this form, besides the need to follow up the typography in the further application, is to be used as a very important graphic element, starting with small applications as it would be favicon, all the way to more complex applications such as product branding and the later derived embroided element.
The mentioned embroided element is a graphic approach to the traditiona and connection of the brand to the culture of Novi Sad.
Like a hand movement, it invites the host to cut up some Kulen and presents to the guest his handmade work, beautifully arranged and displayed on the table.
The N+type branding is conceived as a fluid system with a horizontal logo as the official logo of the company, but with further free application based on need, not on the application.
This was done for a Neoplanta’s rebrand project and was not chosen as a final solution.