About the Brand

Target Audience

Middle/upperclass parents and grandparents, primarily women, who tend to be thrifty but don't mind splurging on a premium product. Values include natural products, healthy living/eating and philanthropy.

Logo & Patterns

The brand design for Freelie & Berrio is fun, refreshing and simple. The flexibility and levels of playfulness provided, between the primary logos and submarks, is extensive and allows for extensions to the product line and client base in the future. The characters in the primary logo, though drawn in the same style as the characters featured on the products, are purposefully ambiguous. They are similar to peas or berries but do not contain identifying characteristics as the product line either way. The face is winking, making you feel like you were just told a witty joke, and once you see the products, you'll realize that you actually were!

Typesetting & Colors

The heading font (and font in the primary logo) is Lunchbox. It is a unique handdrawn font that is fun, but not too childish.

Roboto is a sans-serif typeface family developed by Google as the system font for its mobile operating system Android. Google describes the font as "modern, yet approachable" and "emotional." Color palette is bright and fun, with warm pastels similar to those used in the products. The primary color used in the logo is green as it does not have a stereotypical gender-assigned role like pink and blue. Green is also typically associated with natural brands.

Lunchbox (heading font)

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz


Roboto (paragraph font)

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

© 2019 by Creative Mess Designs, Burlington CT

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