Concept & Strategy
“Small changes, big impact” serves as the guiding principle behind the branding of the startup, inspired by the butterfly effect. We developed this concept during the logo design process and continued using it as a motto throughout the creation of the visual identity. After analyzing the competitive landscape, we felt that Vivici would need to reflect an organic, straightforward approach and communicate in a clear, realistic way to its audience, making the science behind its process easy to understand. From the imagotype with its approachable isotype to the refined combination of custom-made illustrations with food photography on their website, Vivici's visual identity makes the science behind the technology more accessible to the target audience and clearly communicates their value proposition. What added further complexity to the project was their request to subtly reference DSM and Fonterra: this was reached by some brand elements bearing a resemblance to the parent companies. As a result, Vivici is portrayed as a progressive, disruptive, yet friendly company that is poised to lead the animal-free protein industry.