We are going to take an approach where infographics are going to form a large part of our brand to communicate the elements/pillars of the lifestyle: Fat Loss, Nutrition, Fitness and Health. We prefer to have simple yet bold wordmark design with bright and bold colours, that will fit with the use of icons and infographics. We want to move away from a straight professional or corporate look.
The design variations we will be looking for you to represent and display the depth of your creativity, as well as showing us how your design will work (for future 1:1 work) are:
- Wordmark only
- Wordmark with tagline (EAT FAT. GET FIT.)
- Wordmark with ".com" appended
- Wordmark with graphic in background (texture and graphic elements)
- Wordmark on example brand media e.g. business card, website homepage, brochure
- Wordmark on mobile App icon
LivKeto is an innovative international lifestyle brand that focuses on the Ketogenic diet and the lifestyle factors that it impacts - fat loss, fitness, and health. LivKeto is a start up with a largely digital presence & audience.
The website will be a community and information site that will provide blog articles, reviews, recipes, advice and tools to it's audience to help them reap the benefits of adapting to a ketogenic lifestyle. The strategy for the brand is to move into nutrition products, diet and fitness plans, education and coaching, and sports and bodybuilding specific elements.
VISION: to make "unhealthy"... history.
MISSION: to to be the number one resource in the world for the ketogenic lifestyle that RE-DEFINES perceptions and provides the BLUEPRINT for lifelong CHANGE.
WHAT IS THE KETOGENIC DIET?
The Ketogenic diet is a HIGH FAT, Intermediate Protein and VERY LOW CARBOHYDRATE diet that mirrors the type of nutrition the cavemen followed (hunter gatherers). Whilst the diet is high in fat and protein, the brand must not lean too much to any type of food or gender, and must be appealing to young people and symbolize good health.
Everything that we are doing is grounded in science and continuing research. The ketogenic lifestyle not only is the most optimal fat-loss strategy in the world, it has several health benefits including prevention and treatment of chronic illnesses such as diabetes, heart disease and inflammation, but is also being studied as a cancer treatment and for mental health.
The brand stands out to both men and women. Generally, the market for health and nutrition appeals more to the female market in the 40+ age range. But our brand is looking to be appealing to both men and women from the 25 year age who are looking to learn about the exciting Ketogenic lifestyle.
Market data shows that although the diet market for men is smaller than for women, the growth in the men's market is substantial so it is vital our brand stands out to both men and women.
The target audience at a glance:
- 25-45 year old men and women
- Anyone looking to lose weight
- Overweight/obese individuals
- Fitness enthusiasts (e.g. bodybuilders, models, athletes)
GOAL: Develop a vibrant, engaging, energetic and modern logo design for on trend new diet. Should illustrate to our clients we are a creative, progressive, hi-action company with a finger on the pulse.
THINGS TO KNOW:
The ketogenic diet is very high fat which means the diet is all about:
– increased energy,
– mental clarity,
– increased endurance -
We need to get these energy elements into the look and feel of the designs through a sense of creativity and vibrancy.
• Vibrant illustrative/ abstract/ artistic graphic with clean text overlay
• Text logo that develops into a fluid illustrative style.
We are looking for something that lends a little more that just text and an icon. We want a more conclusive brand identity through the design, which feels rich with creativity and energy.
The creative elements should be able to be developed into all our identity docs (brochures, stationary etc.) so it's important to think about how the graphic elements can stretch themselves.
** Please look to our Design Inspiration section + notes.
We will be interested with developing the brands graphic footprint in future 1:1 projects following this competition. The successful designer will be considered for the following additional work:
- Brand Guidelines document
- Social Media designs
- Stationery designs
- Web front-end design
- Info-graphics and animations
Therefore please consider overall brand design elements (e.g. for use in multiple media across multiple digital and physical forms, typography, etc) in your work as there is a suite of work that will be required.
THINGS WE DO NOT WANT:
We want to completely stay away from brand designs that feel ORGANIC, GREEN, and Healthy VEGETABLES and FRUITS.