The South African soft drinks company “Chill Beverages” approached us in order to brand its new series of beverages intended for the South African market. We started this project with a comprehensive study, which from its conclusions we have derived not only the branding strategy, but also decisions regarding the nature of the product itself – down to choosing the flavours of the drinks themselves.
The brand strategy was to create a popular mainstream product, and focus on a young target audience – Millennials and Gen Z, therefore the brand values were positivity, freshness, fun, and inspiration. The name Toi-Moi comes from French (“you-me”) and reflects the idea behind the brand’s story; That is, a drink for me, created for my pleasure – but my pleasure is always intensified with you.
The brand story opens with the question “Who would you take with you to a desert island?”, thus the story of “me and you” connects to the fruity flavours of the product. Each drink in the series was dedicated to a different tropical destination, Bora-Bora, the Maldives, Hawaii, etc., and in each of them is represented by a flat patterned graphic illustration of the fruit, when one of the patterns symbolises the interior of the fruit and the other the exterior.
The logotype is playful and bold, with the Os complementing each other, and the graphic language is entirely vector-illustrated, with a rich palette of colours and gradients that create a fantastic world of tropical pop.
We started this project with a comprehensive study, which from its conclusions we have derived not only the branding strategy
The logotype is playful and bold, with the Os complementing each other, and the graphic language is entirely vector-illustrated, with a rich palette of colours and gradients
The name Toi-Moi comes from French (“you-me”) and reflects the idea behind the brand’s story; That is, a drink for me, created for my pleasure – but my pleasure is always intensified with you.
The brand strategy was to create a popular mainstream product, and focus on a young target audience – Millennials and Gen Z, therefore the brand values were positivity, freshness, fun, and inspiration
