THE FIZZ Branding
Context
Year: 2023 - Present
Client: THE FIZZ
Target Audience: 18 - 27 years old
Project: Brand Refresh
Role: Art direction and digital art
Tools: Adobe InDesign, Illustrator, Photoshop
The previous brand identity of THE FIZZ had significant issues. The overall design elements appeared very stiff and the color palette failed to align with the vibrant, dynamic lifestyles of our residents. Most importantly, the primary logo color, red, clashed with the brand image and didn't create a welcoming atmosphere for tenants.
Red is commonly used in the food and beverage industry and in combination to our brand name THE FIZZ, it caused some confusion about what we actually offer. So, with that being said, changing the colors was the starting point for our brand refresh!
Before & After
Color Palette
The previous palette was conservative and muted, appealing to a mature audience. Red was intended as the main brand color but was never used due to practical challenges. The new vibrant palette aligns with a younger audience and offers greater flexibility with color combinations and backgrounds.
THE FIZZ Before Refresh
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Event Poster
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Aachen One Pager
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Freiburg Flyer
Brand Refresh
Implementation
Besides updating the color palette, we also adjusted main design elements and brand claims to align with current trends and enhance the user experience. Key updates included the introduction of playful doodles, bold shapes, and digital-like buttons that emphasize text and add a dynamic, engaging feel to the visuals. By conducting a brand audit and engaging with stakeholders, we ensured the brand remains relevant, appealing, and cohesive in today’s market. My main role in this project was to implement the design changes across all platforms to ensure brand consistency.
Collaborating closely with the creative and marketing teams, I was responsible for selecting the primary brand colors and integrating the various design elements cohesively.This included determining the appropriate number of colors and shapes for each medium, which was crucial given the intensity and brightness of the colors. Additionally, I defined how typography should be utilized across different materials and channels. By doing so, we ensured that all design components worked well together to maintain a unified and visually appealing brand identity.
As part of the brand refresh, we redesigned the crew’s uniforms to better align with the updated style. Previously plain with only the logo, the black-and-white uniforms now feature colorful prints and playful doodles, creating a bold, youthful look that resonates with the target audience.