Overseas companies wanting brand solutions are already looking towards South Africa following Cape Town being awarded the Design Capital for 2014 title.
This honour was recently bestowed upon Cape Town-based design studio – Contrast Design & Photographic Studio by a Canadian company. This opens doors to creating design solutions across international borders and the satisfaction that comes with countries previously viewed as masters of their trade, wanting to now tap into our unique Capetonian design energy and creativity.
The client approached Contrast with an olive oil product, wanting a complete brand identity for their different ranges including flavoured olive oils, skincare products and body butters to name a few. Contrast was commissioned to conceptualise the logo, interior and exterior shop signage, packaging, website, corporate stationery, brochures and advertising material. The client wanted a European flair look, but it still needed to be functional due to the products’ hands-on experience. The product is aimed at a very high LSM, so it had to be socially presentable, minimalistic, modern and slick, and have a premium feel.
After extensive research, Contrast came up with the name Oliv. The name is descriptive yet simplistic and an iconic looking word. By just removing the ‘e’ a strong, new brand was created. Moving away from the more traditional olive oil presentations of illustrations of olives and olive leaves – Oliv’s look is quirky, slick and engages the consumer. To assist the hands-on experience of the product, a functional colour system was developed for the different flavours.
The client liked the masculinity and boldness of the design with its no-nonsense functional look as well as the simplicity of the logo with black being the dominant colour and hints of bright colours.
This has been a truly a successful and satisfying design experience for both the client and Contrast, affirming Cape Town’s new status as Design Capital for 2014.