THE CRETIVE BRIEF
Casus Deli is a “healthy” premium deli in Athens, Greece, committed to move towards healthier and more sustainable options but, crucially enough, without any compromises on the pleasure front.
THE TARGET GROUP
Health-conscious but also pleasure-driven urban dwellers, with high demands and a little time to waste. People who want to enjoy great food, but without any guilt involved.
THE CREATIVE CONCEPT
We started with the name itself as a source of inspiration. Casus Deli is a wordplay on the known expression of ‘casus beli’. As the name suggests, there are many reasons and opportunities to celebrate great food and great coffee in town. It’s not about luxury, not about complex recipes, not about pompous settings and presentations and certainly not about show-off. It’s all about everyday, healthy pleasures without any hassle. This inviting and vibrant philosophy had to be expressed at the level of visual identity. And for that we needed something simple, fresh, direct and super-friendly.
THE DESIGN APPROACH
The initial letters of the two words that make the brand name “Casus Deli”, C and D give rise to the key visual of our identity. The capital initials with their coming together create the shape of a leaf or a plant that grows upwards – a clear allusion to the natural and healthy nature of the offerings. Adding to that, ray-like elements on the left half of the composition are reminiscent of a shining sun, intensifying the nature connection but also adding a welcome element of joy, excitement and uplift. Fresh, cool, welcoming and positively mood-shaping, the identity of Casus Deli is a cause of celebration in its own right.
Brand name, Tagline, Logo Design, Visual Identity, Packaging proposals
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