CLIENT INFO:
Entrepreneur Meal Plan (EMP) offers in-person & online solutions for entrepreneurs that keep their bodies and business well. From meal plans that improve performance to live events that inspire growth, we provide leaders with the tools needed to achieve personal & professional success.
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OUR SERVICES:
• Brand Audit
• Discovery
• Strategy
• Research
• Brand Identity
• Brand Story Development
• Collaterals
• Brand Style Guide
THE CHALLENGE
The challenge here was developing an identity that not only spoke the core values of the PC Brand but had the ability to identify the company in a space that is becoming increasingly saturated with new companies rushing to the market.
Not only that but already existing companies that never offered cleaner options to their audience who now are getting on board to grab the health-conscious market. It was also important that the identity was simple but capable of branching itself into additional areas of attention by being as flexible as possible.
BUILDING THE CONCEPT
When I met with the team at EMP, it was clear that this was not only a community of creatives and entrepreneurs, this was a tribe that was invested in building a movement that would leave a legacy of influence and impact for many to come.
They launched initially without a clear identity or brand roadmap so, it was key that we walked a detailed process that would support the team in identifying who they were as a company/business and who their ideal audience & customer was.
Because our brand audit, discovery, and strategy sessions were streamlined and clear, it took only a few hours while sitting in my local park to roughly sketch out an idea. My north star was focusing on the concept of a tribe and loving community which wasn’t difficult because the EMP team embodied that to their core.
THE SOLUTION
The solution was to create a logomark/symbol that could stand on its own and tell the PC story through its visual personality, so we created an abstract monogram that tells the story of a seed’s process of growth.
The mark/symbol combines the first letters of the Plant Candy name-P&C, which forms an abstract monogram. The mark resembles the lifecycle of a seed and it’s structure – seed coat, food store/endosperm, and the seed/embryo.
The P is modeled after the food store/endosperm, which is where the seed gets its nutrients from during its cycle. It’s also one half of the seed coat which is the protective barrier that keeps the seed safe.
The C makes up the other half of the seed coat and the negative space between the letters shows the pathway the plant will travel as it grows. The mark also makes a circle that is a symbol of Earth/Dirt, Wellness, Wholeness, and Community.
We finally have the seed nestled nice and snug at the base center of the two letters 🌱 We completed the identity with a custom logotype for the PC name which is a very sleek and modern style type that complements the main logomark. Borrowing elements from the main design we were able to carve out the A’s in the name to take on a familiar symbol from the logomark for additional branding opportunities and a very unique and ownable mark.
The entire identity tells the story of how PC aims to build a community that is accountable to their personal well-being and in doing so, can take that learned knowledge and empower others to continue that story. It’s such a beautiful and appropriate design that really dives deep into the heart of the company and their mission
