Case Study

Plant-based Diet

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Plant-based food caterers providing gourmet meals to health-conscious eaters, helping them feel healthy and proud. Branch of Life is a family-owned business founded by Taj & Talibah Branch. Taj & Talibah have both battled health issues and testify as to how they utilized a plant-based diet as medicine. They have a belief that self-care begins in the kitchen, with organic plant-based ingredients.
 

Our studio's mission was to help Branch of Life become the brand it envisioned, by establishing a strategy & identity, and developing impactful customer touchpoints. 

Challenge

Identify the brand's purpose, position, differentiate the brand in the market, and launch the first line of products.

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Outcome

Equilateral Studio helped Branch of Life focus their brand strategy. This led to the development of their identity. 

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Creating The Strategy

We sat down with the founders, Taj and Talibah Branch, to craft the brand’s strategy and identity for the release of their new products. Over a four-hour facilitated meeting, we discovered the pain points of the new business. Additionally, we helped them prioritize the needs and goals of their business and its customers. 

Getting To Know The Customer

We achieve our vision and mission by educating and creating awareness. Additionally, supporting plant-based eaters, unhealthy people looking to address their health, pregnant or busy mothers, athletes, fitness coaches, and corporations. We also partner with local farmers and local businesses to work towards making our vision a reality.

Defining The Brand

Through various exercises during our discovery session, we were able to uncover the brand's key pillars. This process helped to define the brand's personality, look, sound, and next steps.

Positioning Statement

Understanding who Branch of Life creates products for and what they provide helped define the positioning statement.

Brand Identity

We designed a whole identity system to ensure that all customer touch-points reflected the brand. This included the logo, a new color palette, a new typeface, and anime-inspired design elements. This created a more cohesive experience and atmosphere for both the physical company and its digital extensions.

The Logo

Primary Logo

Secondary Logo

Logomark

Selecting the best type

Futura Regular

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Futura Light

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Choosing a color palette

We designed an entire identity system to ensure that all customer touchpoints reflected the brand. This included the logo, a new color palette, a new typeface, and anime-inspired design elements. This created a more cohesive experience and atmosphere for both the physical company and its digital extensions.

Creating An Illustration

We designed an illustration depicting a scene of the organic ingredients used in Branch of Life's products. 

The Packaging

Experience

We crafted an unforgettable experience for Branch of Life's customers. Branch of Life's number one message to their customers is two words, "Thank You." We constructed a packaging system that would express gratitude in the most creative, and thoughtful way while keeping a coherent identity, and delivering excitement.