“It's not a can of spinach, but it will make you very strong”
Popeye's, a conceptual brand of canned goods, created to explore the development of an identity and packaging based on a concept different from the usual. Popeye's presents itself as a fit company, a brand for health enthusiasts who don't want to give up the good life. For those young people who enjoy life's little moments and consider themselves fitness enthusiasts but also foodies.
Its differentiation
In a market where tradition is highly relevant, Popeye's seeks to break with preconceived ideas while respecting the past. Its design aims to give a new approach to canned goods, presenting them not only as a enjoyable food but also as a great nutritional choice.
Its objectives
Focused on a young audience, millennials, and zellennials. It seeks to incorporate canned goods and their nutritional benefits into their daily lives in a friendly way, bringing greater variety and innovative products to consumers.
Keywords
Honesty
Subversive
Strength
Approachability
Vitality
Expert
The logo
With simplicity, the brand's graphic identity seeks to convey strength and modernity. For this purpose, the different variations of the Popeye's logo are based on a bold typography, modified to convey greater closeness and a nod to tradition, highlighting the 'Y' which is composed of the anchor that will serve as the company's representative symbol.
Primary logo
Logo mark
Color
Using traditionally marine colors and referencing the main colors used for the popular character Popeye, the brand's main values are conveyed, with great importance placed on the proportions in which each of the tones is applied.
| Color value | Sample | HEX | RGB |
|---|---|---|---|
Base |  | #FFF9F1 | 255 249 241 |
Primary |  | #181818 | 024 024 024 |
Secondary |  | #BA240F | 186 036 015 |
Accent |  | #FBBA2D | 251 186 045 |
Complementary |  | #252348 | 037 035 072 |
Complementary |  | #6BAAC9 | 107 170 201 |
Typography
Continuing with a contemporary line with strength and presence, the chosen fonts for this brand were Hanno Regular for titles, along with Kodchasan for subtitles and text.
Packaging
Packaging is one of the main points of contact with the target audience, so its design aims to communicate the brand's core values: strength, simplicity, and honesty.
Look and feel
In promotional images, as well as any other complementary brand elements, the same values expressed above must be reflected, using both copy and design
