Leitaria Lisboa identity design

Leitaria Lisboa (Creamery of Lisbon) recently opened its doors to the public. People of Lisbon can now enjoy a fresh and nostalgic venue that returns to the golden days of Portuguese Creameries right in the heart of the city.

The creamery itself aspires to recreate and deliver the quality of dairy products. It is supported by a great selection of healthy, homemade food, and differentiates itself by delivering an added value experience to its customers. My challenge was to create this sensation through the brand identity.

The final result is at is simplest a traditional milk bottle coupled with a straw. On one hand, it targets the same sensation of nostalgia you get from the venue together with the childhood feeling of fun that you get from peculiar experiences like this, yet on the other hand, the detail of having a straw allows the logo to materialise and be associated with this specific place — Leitaria Lisbon.

Leitaria Lisboa identity design

Blue, white and a bit of red were the chosen colours. Blue is the sincere, reliable and peaceful side of Leitaria Lisboa. White is the pure and fresh side of its products. Red is the emotional and disruptive idea the brand intends to transmit.

Leitaria Lisboa identity design

Nevertheless, the colours and the minimalism associated with the logo give emphasis to the values of purity, simplicity and freshness conceptualised by the identity of the brand. It was my ultimate goal to give prominence to the product, to the venue, and to its concept.

As you will see, the brand identity unfolds to the rest of the components with the pattern of the straw, which I found quite interesting due to its feeling of continuous movement.

Leitaria Lisboa identity design

Leitaria Lisboa identity design

Leitaria Lisboa identity design

Leitaria Lisboa identity design

Leitaria Lisboa identity design

Leitaria Lisboa identity design

Leitaria Lisboa identity design

Leitaria Lisboa identity design

Leitaria Lisboa identity design

Leitaria Lisboa identity design

Leitaria Lisboa identity design

Leitaria Lisboa identity design

Leitaria Lisboa identity design

The logo uses a customised version of the Always in My Heart typeface for the “Leitaria” text, combined with Didot for “Lisboa.”

Leitaria Lisboa identity design

Leitaria Lisboa identity design

Leitaria Lisboa identity design

Leitaria Lisboa identity design

Leitaria Lisboa identity design

Leitaria Lisboa identity design

Leitaria Lisboa may already be considered a game changer in a city where the fragmented market and the different concepts of pastries and bakeries have been fully explored and completely exhausted.

Leitaria Lisboa identity design

View a few more identity projects in the Behance profile of Francisco Malvar.

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March 2, 2015

Comments

Really like this color scheme. But I don’t like the logo’s style. I think it lacks the brand’s representation, the unique features. Just from the logo style, it can be any kind of milk brand.

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