The brief was to broaden the product line and differentiate it by making ice more fun and more desirable. I created a set of colorful flavored ice products that will beautifully accompany any party drinks. Besides the flavored ice, the second differentiation was to deliver it upon order through a mobile application. I developed a new brand around it with the name Qube, simply put "Flavored ice delivery.”
The project includes product design, service design, visual identity and packaging. All designed together as a system to create a consistent, unique user experience.
This is the still version of the logo, which is designed to work as both still and animation. The symbol at the end, which is extracted and moved from inside the initial Q letter, is made to represent delivery. The colors and the shapes are simple, pure, icy, dynamic, fun and most importantly Qubby as the product itself.
The shape of ice has adapted the typographic shape of the Qube rather than cube shape in order to differentiate the product. Since this is the product the end-user will put into their drinks, its shape that echoes the logo will dramatically reinforce the branding and increase its recognisability.
When you create such adaptable logo and brand, it becomes possible to use it in wide range of ways. The package also wears the typographic shape of the logo while, at the same time, communicating and showcasing the product, and reinforcing the brand. And it has some great usability advantages as well. While the handle makes it easy to carry, it also prevents the user to put it in another bag thus; it acts as a perfect advertising agent while the user carries it. The bottom tip of the Q makes it easier to open the package and pour the ice. And the best side of it, all these are achieved by using minimal and inexpensive material and printing, reducing the economical as well as the environmental cost.
- Fun and Desirable
Flavored ice cubes are colored, named and packed in a playful way to stand out and to evoke curiosity and desire with each flavor associated with a unique color, working in harmony as a whole set.
FLAVOURES & COLORS
The playful and tasteful nature of the product is manifesting itself in the branding through a beautiful and refreshing color palette. Each color representing a flavor will liven up any parties and venues as well as the supermarket it is sold at.
- Digital World - Physical World
Today, the digital look of the brands are mostly more important than the physical look. The website or the mobile application in which the user can order the product for delivery, will often be the first place the users will meet the brand. So I designed the brand considering the importance of its digital existence, creating the logo as a simple yet effective animation that communicates the rich flavors and the possibility of delivery.
The animating logo has two phases: the introductory phase and the continuous phase. The introductory phase, where the core shape gets extracted and moves from the larger initial core shape to the end, forming the initial letter ‘Q’ and the word ‘Qube’, represents delivery. The continuous phase with changing colors represents various flavors. You can click or touch on the animation to see the introductory phase.
DELIVERY VAN LIVERY
Since the delivery is one of the main differentiations of the product, the design of the delivery van livery is very important as well. It is one of the touch points during the time of delivery and it can also function as a great advertisement on the way to the delivery. Since I created the logo as an animation keeping in mind the importance of the digital existence of the brand, I designed the animation to be adaptable across various mediums creating a strong correlation between the physical and digital look of the identity. As the light of the logo changing color, it will take attention and reinforce the brand on the streets as well as at the time of delivery especially considering that the delivery mostly would happen at nighttime.
The same idea is also adapted in the design of the storage chest that will be placed in the supermarkets. The animating light of the logo on the ice storage chest will grab the attention of the shoppers in the supermarket, creating a strong link with the other touch points of the brand the user have encountered previously, maintaining a successful visual consistency in the whole experience of the brand.