Here is a bit of our mind, our process.. Late June this summer, I miserably spent my time after work dispensing swirls at Yogurtland. This wasn’t an attempt at a diet or some kind of yogurt fasting. I was on a mission to produce the perfect swirl for a branding project.
Up until then, I’ve been cranking out logo marks, digitally translating sketches, and packaging a kit for our client “Tangerine” a yogurt & burger joint out EAST. Between bro and I, we were quite happy and confident with what we had to deliver except one particular logo, the tangerineswirl concept.
In theory this concept was clever but the execution just didn’t feel right to me. The idea was to extract design ques from both the tangerine and a cup of yogurt. Combining the two, I illustrated a birds eye view of a cup of yogurt. I retained it’s organic curves and bounding it to the elliptical shape of a tangerine. I kept the citrus-y orange hues for the body of the logo as it transgresses into the refreshing green portion of the leaf. Beautifully pictured in my mind, the first execution really lacked substance. Hence, my serial yogurt shop visits.
I think the biggest challenge was eating the yogurt after all the failed attempts. We had fun distracting the employees none the less.
Finally dispensing something I could actually work with, I drafted these images to help guide the client's vision.
What I loved most about this project was being able to disconnect myself from the computer and becoming more hands on and experimental. In today’s design world, our resources are of abundance. We often forget to go out, take a breather, and have fun.
(note: I didn't fully keep all the lines traced from the photo. With final refined version I cleaned up the transitions and overlapping shapes. I also made the overall logo more round. )