Introduction
Led by Alex, Johan, Lida and David, IntentaVida is an emerging food distributor that provides high-quality food to the Canadian market, with a focus on diversity, transparency, and sustainability. These core values are reflected in the company's initiative to bring natural goods from abroad and enrich the Canadian market with diverse experiences, sharing clear information around food, and prioritizing sustainable policies. In 2023, the food distribution industry in Ontario faces unique challenges and opportunities, hence, my job was to design Intentavida's brand while considering these factors.
COMPETITIVE AUDIT + CREATIVE STRATEGY
A thorough analysis of the visual communication of Ontario food distributors has revealed that most companies in the industry lack a solid social media presence. This finding is not in line with the contemporary strategy of brands deeply connecting with their audience via social media, which suggests that there may be factors related to brand management at play. From a design perspective, potential contributing factors could include a lack of a flexible visual identity, superficial visual solutions that do not add depth to the brand personality, and a cluttered visual language. These insights provide an opportunity for IntentaVida to differentiate itself in the marketplace and establish a more effective visual identity that will better connect with its target audience.
CREATIVE DIRECTION + BRAND DESIGN
In light of the unique challenges and opportunities facing the food distribution industry in Ontario, IntentaVida's logo aimed to create a modern, human-centred brand that would invite people to join their journey of gathering different cultures together around food diversity and sustainability. To achieve this goal, the brand identity should leverage this unique aspiration in its visual identity and adapt it to multiple brand touchpoints to effectively get across the company's mission and value proposition.
FINAL CONCEPT + DNA
The design process has resulted in an optimistic brand that represents the human connection with the earth and highlights the hope for a harmonious tomorrow by reconnecting people with food and nature, circling back again to IntentaVida's core values: Sustainability, Diversity and Transparency.
Testimonial
"I had the pleasure to work with Victor when my company IntentaVida Foods decided to hire Victor as a freelancer. Victor was tasked with creating IntentaVida's brand and logo.
IntentaVida was looking for a designer that would be able to combine all of the partners thoughts, feelings and values into the brand, to truly showcase the mission of the company. We were extremely impressed with how Victor was able to conduct himself in a organized and professional manner. He was able to create a beautiful brand and logo that showcased the true mission of IntentaVida that had everyone's perspective in mind. Through Victor's work, we are confident that our brand will be competitive in our industry and can continue to grow stronger.
Therefore, I highly recommend Victor as a designer for any organization seeking a talented individual who can understand a companies mission statement and translate that into a competitive brand. I know that IntentaVida will continue working with Victor because we believe that with Victor's expertise, IntentaVida's marketing capabilities are unlimited."
IntentaVida was looking for a designer that would be able to combine all of the partners thoughts, feelings and values into the brand, to truly showcase the mission of the company. We were extremely impressed with how Victor was able to conduct himself in a organized and professional manner. He was able to create a beautiful brand and logo that showcased the true mission of IntentaVida that had everyone's perspective in mind. Through Victor's work, we are confident that our brand will be competitive in our industry and can continue to grow stronger.
Therefore, I highly recommend Victor as a designer for any organization seeking a talented individual who can understand a companies mission statement and translate that into a competitive brand. I know that IntentaVida will continue working with Victor because we believe that with Victor's expertise, IntentaVida's marketing capabilities are unlimited."
– Alex Antoniewicz, CEO & CO-FOUNDER
