The logo is nothing less than a typical New York-style signage. Unlike what usually happens, it's also a language and not a separate element.
Working on it this way was a very stimulating challenge because it's something unusual. The case certainly merits it, as we're opening a portal to one of the most exciting cities in the world. Why not do something as groundbreaking as this?
We aim for versatility to be the fundamental component of the entire language to give it dynamism and achieve freshness from the multiple possibilities of adaptation in any surface and environment.
The main priority is legibility, that the brand's message is understood quickly in every communication instance.
We are adding a Coffee Bar to Smoothies to make it a strong strategic commercial complement that contributes to the differential of the offer.
The F and T within the yellow circles will be repeated throughout the language of the signage as a permanent identifying symbol.
The logo is nothing less than a typical New York-style signage. Unlike what usually happens, it's also a language and not a separate element.
Working on it this way was a very stimulating challenge because it's something unusual. The case certainly merits it, as we're opening a portal to one of the most exciting cities in the world. Why not do something as groundbreaking as this?
We aim for versatility to be the fundamental component of the entire language to give it dynamism and achieve freshness from the multiple possibilities of adaptation in any surface and environment.
The main priority is legibility, that the brand's message is understood quickly in every communication instance.
We are adding a Coffee Bar to Smoothies to make it a strong strategic commercial complement that contributes to the differential of the offer.
The F and T within the yellow circles will be repeated throughout the language of the signage as a permanent identifying symbol.
The logo is nothing less than a typical New York-style signage. Unlike what usually happens, it's also a language and not a separate element.
Working on it this way was a very stimulating challenge because it's something unusual. The case certainly merits it, as we're opening a portal to one of the most exciting cities in the world. Why not do something as groundbreaking as this?
We aim for versatility to be the fundamental component of the entire language to give it dynamism and achieve freshness from the multiple possibilities of adaptation in any surface and environment.
The main priority is legibility, that the brand's message is understood quickly in every communication instance.
We are adding a Coffee Bar to Smoothies to make it a strong strategic commercial complement that contributes to the differential of the offer.
The F and T within the yellow circles will be repeated throughout the language of the signage as a permanent identifying symbol.
The signage can do without the "Freshtown" label when it needs to provide other directions.
As mentioned earlier, the permanent identifying elements will be the F and T within the yellow circles.
This signage will be distributed within commercial premises to signal the steps to follow for the purchase of each product and to convey messages to consumers.
Inspired by the Memphis Movement, we extracted those particular elements that would allow us to build a powerful base of great expressive expansion, along with the great challenge of combining them with urban signage elements.
The result gives us a graphic platform with multiple combinations to create a brand with a vibrant visual richness, full of dynamism and freshness.
