Branding that sticks.
Previously named Maple Reserve Co., Tonewood was aiming to break away from traditional conventions of glass maple leaf bottles and plastic jugs that riddle the competitive landscape. In its place a sophisticated design aesthetic and tone was to be created.
Naming
The first step in shedding this long road of woodsy design language was changing the name while not removing it too far from the Vermont heritage where it came. A list of over two hundred names was created and in the end Tonewood was chosen. A tonewood is any wood used in the production of musical instruments, maple being a very common wood used. This subtly compares the quality of the syrup to the craftsmanship of a fine violin while still connecting back to the trees which produce it.
Logo Exploration
A set of six logos were presented to the client with the new name and focus on clean and sophisticated design. After this a small round of revisions was completed to find the perfect color, symbol, and typeface combination.
Final Logo
The final logo shows a simple drop of syrup split into four quadrants of varying redish orange colors. These four quadrants represent the four grades of syrup produced throughout a season. The typography is set in Gotham to let the symbol stand as the hero in the mark. A vertical orientation was also created for use on bottles and jars where horizontal space is limited.
Packaging
A series of packaging ranging from syrups, to creams, to candy wafers was created with a consistent visual language that broke away from the current standard of the maple syrup category. Tall minimalist glass bottles were chosen to show the rich color changes in the unique grades of syrup and a dark grey was used to contrast those bright colors and make them pop even more.
E-Commerce Website
Primarily selling products online, an e-commerce website was created to promote and sell their products to the largest audience possible. Additional logos were created to represent the different sugarbushes in Vermont where the syrup is created.
Deliverables:
- Name
- Logo
- Packaging
- Collateral Design
- E-Commerce Website
- Color Palette