Mami
Branding
2021
Project design of the master’s final thesis in Graphic Design and Visual Communication, done in Murcia, Spain.
Brief
As my master’s final thesis, I designed a food delivery brand located in Milan, where the cooks are women who want to share their home tastes and who buy are people who are looking for authentic tastes that can connect them again with mother’s home.
The design was articulated in different aspects including: development of the brand itself, definition of the target, identity and essence of the brand, verbal identity (naming, payoff, communication messages) and visual (logotype, typographic and chromatic choice, visual elements, icons), development of the needed touchpoint, that are communication (out of home, adv online and offline, social network), web site, app both for women and for customers, accessories for the rider and packaging.
Process
The concept at the base of the brand identity development and its verbal and visual image is the idea of creating a connection between who cooks and who buys food, that can remember the indissoluble bond of love between mum and her son: a sinuous line represents the wire that connect the two and remember the connection line with special and personal memories with his childhood and mother’s home.
The line is at the base of the visual language: from this, the hand lettering logotype is designed, as visual elements of the heart and home, and the icons; moreover the line is always present as the love.
The personality full of love, the positive, authentic and personal tone of voice are found in the chromatic choice (all the colour spectrum in saturated hues), in the art direction of the photography, in the verbal messages, in the packaging that remembers the authenticity of the home and mums.
Homemade and authentic food
Connection and women cooking
Home's parts and objects
