Medley
Branding and Identity
The term 'Medley' stands for a varied mixture of people or things, perfectly encapsulating the ethos behind a juicery chain in one of the busiest cities in India - Kolkata. Boasting a wide range of healthy fresh juices and a locally sourced menu, the brand's key challenge was to appeal to a fast paced city where taste and pace often take precedence over health and curated diet options. In order to break through to the crowd, Medley needed a brand identity which would become part of the bustle and excitement while expressing it's key product offering and convenience.
In the identity, Kolkata comes alive as a story in an illustrated pattern that marries the city's age old symbols with fruits from the juicery. The logo was designed to communicate the brand's energy, and the palette was picked to compliment it's personality while commanding attention in busy streets. Overall, the design had to be clearly communicated, quick to excite and easy to use.
References for cultural symbols around the city that were used to create the brand pattern.
Brand Pattern
