This is an independent project that allowed me to reimagine Soulful, a well known natural food brand. I still wanted to keep inline with the brands values and colour palette, but capture more of their personality through the use of bolder typefaces and stronger details.
I loved the values of soulful and how the founder was inspired by memories of good and wholesome food rather than quick and easy convenience. The support they show charities through donations and connection really shows how in touch they are with their surrounding communities and their audiences. Soulful isn't just about being soulful in body but in mind too. I wanted to capture this in their new identity.
I started by briefly researching into soulful, looking into their backstory and their products. I explored different typefaces, as I felt the original typeface felt very flat and didn't feel quite fit the brand. I wanted a more playful type and one that was more recognisable as the brand is very honourable in their values and deserved to attract more attention. However, I wanted to keep the logo as similar as possible as its one of the brands most identifiable assets.
I decided to keep the wings but incorporate the image of hands as they are symbolic of generosity and stability and are often referred to as tool of tools. As soulful are very generous in giving back, I felt hands were a powerful symbol to include in their logo and as the food they incorporate into their meals are mostly plants and are picked mainly by hand, it seemed like the right fit. The wings were taken from the original logo as well as the shape of the heart.
I decided to stick with soulful's original colour palette and layout design, but challenge their typeface and logo placement. I liked how the negative space within their logo, looked as a background image especially alongside the new type. I decided to give their name a more deconstructive appearance to make it appear more fluid and unregimented to highlight the physicality of plants and the simplicity of nature.
