True origen
The challenge
True Origin started with food, drink and herbs from different countries, producers and traditions. The brand had to make them feel like one family without flattening what makes each product distinct. It also had to leave space to expand into new categories later.
My approach
As the sole designer, I took the project from strategy and concept through to packaging and guidelines. The identity is built from a bold, rounded wordmark, colour, and three shapes cut from a single circle. The full circle represents the whole world. The half and quarter circles represent the pieces of it that True Origin brings to people, each one delivered from its true origin.
One colon, three expressions
The colon is the thread that runs through the whole identity. It ends the wordmark, opens a message, and stands alone as a symbol.
True Origin: The full wordmark connects each product to its source. The colon signals that there is always more to say about where something comes from.
TO: The initials turn the brand into an address line on a gift: TO: your mom, TO: your best friend, TO: you. Every product becomes a personal message.
The two dots: On their own, the dots are a minimal symbol for small spaces like seals, labels and icons. They also mark the journey from point A, where a product comes from, to point B, the person it reaches.
True Origin started with food, drink and herbs from different countries, producers and traditions. The brand had to make them feel like one family without flattening what makes each product distinct. It also had to leave space to expand into new categories later.
My approach
As the sole designer, I took the project from strategy and concept through to packaging and guidelines. The identity is built from a bold, rounded wordmark, colour, and three shapes cut from a single circle. The full circle represents the whole world. The half and quarter circles represent the pieces of it that True Origin brings to people, each one delivered from its true origin.
One colon, three expressions
The colon is the thread that runs through the whole identity. It ends the wordmark, opens a message, and stands alone as a symbol.
True Origin: The full wordmark connects each product to its source. The colon signals that there is always more to say about where something comes from.
TO: The initials turn the brand into an address line on a gift: TO: your mom, TO: your best friend, TO: you. Every product becomes a personal message.
The two dots: On their own, the dots are a minimal symbol for small spaces like seals, labels and icons. They also mark the journey from point A, where a product comes from, to point B, the person it reaches.
Endless patterns, one family
The circle, half circle and quarter circle are the building blocks for an endless set of patterns. Combined in the brand colours of terracotta, teal, mint, blush, rose and cream, they give every product its own pattern while keeping the whole range recognisable as one family. A new product doesn’t need a new design, just a new combination.
The circle, half circle and quarter circle are the building blocks for an endless set of patterns. Combined in the brand colours of terracotta, teal, mint, blush, rose and cream, they give every product its own pattern while keeping the whole range recognisable as one family. A new product doesn’t need a new design, just a new combination.
To hold the variety together, every pack carries the same white label. It has the wordmark, the product’s origin set in a serif, the product name in the bold brand typeface, and a short story about the people who grew it. The pattern changes from product to product, but the label stays the same.
The details carry the idea further. Every square of the chocolate bar is pressed with “TO:”, so each piece becomes a small message to share. The two-dot symbol marks the side panels where space is tight.
What I delivered
I delivered the brand strategy and concept, the logo system with its three expressions, the typography and colour system, a pattern system, packaging designs, and brand guidelines that keep the system consistent as it grows.
The result is a living identity that links where things come from with the people they’re for.
I delivered the brand strategy and concept, the logo system with its three expressions, the typography and colour system, a pattern system, packaging designs, and brand guidelines that keep the system consistent as it grows.
The result is a living identity that links where things come from with the people they’re for.