Logo Proposal
Following an in-depth analysis, we concluded that Jumbo’s brand positioning and future objectives necessitate the preservation of its core identity, embodied by its bold red letters. Armed with this insight, we proposed two options for Jumbo’s future logo, each thoughtfully designed to uphold the essence of the brand while steering it towards its envisioned future.
Logo Before & After
The client opted to retain the current logo. In response, we refined its construction by visually balancing each letter, thereby ensuring a well-structured and aesthetically pleasing logotype.
Applications
Primary & Secondary Colors
Typography & Hierarchy
Inspired by the initial letter of our brand, ‘J’, we crafted a design centered around a rounded diagonal corner. This design choice is more than just aesthetic; it carries substantial strategic implications. It mirrors our brand’s dynamism and forward-thinking approach, embodying our commitment to innovation and progress. The blend of sharp corners with their curved counterparts creates a unique visual harmony that is both captivating and visually pleasing. The angular edge of the corner signifies boldness and precision, while the gentle curve represents our modern and vibrant spirit. Together, they form a balanced composition that perfectly encapsulates our brand’s character – dynamic, bold, relatable, and daring.
Leveraging the rounded diagonal corner as the foundation of our design, we crafted a modular, functional, and adaptable visual identity. This versatile design can be seamlessly integrated across various platforms, all while preserving the brand’s essence. The result is a more modern, minimalist, and clean aesthetic.
Brand Arquitecture
Each icon set for their specific use
Before & After
Minimalist Visual Language
We’ve distilled Jumbo’s visual language into four simple shapes, forming the foundation of a minimalist design system. This streamlined approach paves the way for cleaner, more modern visual communication, aligning with the brand’s ethos while ensuring its message is conveyed effectively and elegantly.
Social Media
Some examples of typical social media posts, encompassing themes such as savings promotions, ‘only for today’ specials, and showcases of our exclusive brand collections.
Presented here are additional examples of posts highlighting new product arrivals. Each post adheres to our visual aesthetic, utilizing the four primary shapes and creatively integrating large fonts with product images for a cohesive and engaging posts.
Instagram Feed Before & After
Revisiting our four fundamental shapes, we present a series of visual exercises exploring their potential use in campaigns and other communications. These designs are vibrant and minimalist, offering a versatile palette that can be tailored to complement each concept and idea effectively.
Displayed here are additional interpretations of how these campaigns can be represented on social media. Regardless of the variation, the use of the four basic shapes remains consistent, serving as the building blocks for all our creative expressions.
Displayed here are ‘before’ and ‘after’ comparisons of various campaigns. The transformation is dramatic, effectively illustrating the objectives driving this brand evolution.
Presented here are the templates for our catalog covers. We’ve streamlined the design, retaining only the essential elements on the cover page and relocating the rest to the interior pages. This minimalist approach ensures a clean, uncluttered first impression.
Informational Bar
Catalog grid
We’re implementing a new grid system for our printed materials. This structure enhances organization and visual appeal, creating a more engaging experience for our customers and further elevating the brand’s aesthetic.
Modular Grid
This grid system is also modular, allowing for flexible space allocation based on specific requirements. This feature ensures that not all elements need to be of the same size, providing the flexibility to highlight certain aspects as needed.
Newspaper AD
By applying the grid system to our newspaper advertisements, we can clearly observe the transformation in the ‘before’ and ‘after’ comparisons. This change showcases the effectiveness of the new design approach.
- Brand Jumbo
- Agency Ogilvy RD
- Client Madelyn Martinez, Aicnecony Taveras
- Creative Directors Katherine Yuen, Juan Daniel Suárez
- Account Director Brigitte Rinkel
- Account Executive Kleyner Tapia
- Art Director Jean Soto