Brand Identity + Word Crafting + Illustration + Packaging
Maureen Abood
Maureen embraces the essence of family, faith, health, and tradition, cherishing the timeless beauty found in nature, home, table, food, and the art of storytelling. Her brand is built upon these core values, and they are woven into every aspect of what she does.
THE TASK…
To update Maureen’s brand identity into something bright and beautiful that showcases Maureen’s personality and love for timeless beauty. She also wanted to invest in her brand in order to make her blog more profitable.
SCOPE OF WORK
+BRAND STRATEGY
+MISSION
+BELIEF STATEMENTS
+TAG LINE + DESCRIPTOR
+PRIMARY LOGO
+SECONDARY LOGO
+MARK(S)
+ILLUSTRATION(S)
+BRAND PATTERNS
+COLOR PALETTE
+FONT PAIRINGS
+BRAND GUIDELINES
THE LOGO
The logo ended up being a work mark with an easy-to-read, modern san serif. The letters are uppercase and intertwine with each other to bring out the relational aspect of Maureen’s brand. The “ma”, “e’s” “o’s” relate to one another to emote social and human connection that is so foundational to her brand.
ILLUSTRATION
The illustrations are made up of beautiful and bright ingredients found in Mediterranean dishes.
MARKS
We created a series of marks using the tagline as well as Maureen’s signature to add a personal touch. We also used her initials. These marks can be used as profile pictures, stickers, or added colorful elements to complement her brand.
PATTERNS
Patterns add a fun element to any brand. We created classic stripped patterns using the bright fun citrus colors from her color palette. These patterns can be used in multiple ways: on swag, packaging, or tissue paper.
MESSAGING
This brand needed some messaging. Since Maureen told me she signs her cookbooks with the phrase, “May your table be filled with love!” it was meant to be that it should become her tag line. We also crafted her mission statement and belief statements.
IMAGERY
Imagery is an important part of any brand, but especially this one. As a food blog showcasing the bright and delicious food is crucial.
PACKAGING
Packaging done right makes all the difference. It can be a memorable brand experience that makes a customer want to come back for more. With the Maureen Abood brand, packaging is important - from product labels to the box the products arrive in-every element is branded to make the experience unforgettable.
