MAVO PRODUCT DEVELOPMENT

Problem statement

I was tasked with creating a logo and identity guidelines for an invented retail brand. Additionally, I was challenged to investigate how semiotics, the study of signs and symbols in meaningful communication, could play a role in the development of my logo.

Final solution & Design Process 

My research started with identifying a target market and exploring opportunities within the space. Years of familiarity and passion for the health-food market pushed me to explore various opportunities, and I discovered a lack of  dairy-free AND nut free options for yogurts and ice creams. 

The idea of using “avocado” as the creamy substitute in ice cream and other traditionally dairy products, such as yogurts, milks and desserts, was born. MAVO, or “moo” + “avo,” would create the same delectable ice cream experience with the added health benefits of natural, wholesome ingredients. As I developed this brand, the core focus remained consistent: keep it clean and clear. Full transparency was necessary in establishing MAVO as a natural and simple substitute with similar taste and texture as traditional dairy products. The logo also needed to give some insight on the product itself, so I opted for a simplified and smooth avocado that replaces the ending “O” in MAVO. Several of my avocado sketches informed the final organic shape and color choices.

The initial touchpoint was a mood board that established the colors, themes, and photography for MAVO. This brand board greatly informed the final logo development and other touchpoint design, including the website and social media pages. An additional and essential touchpoint was the brand guidelines that would direct how the logo and colors can be used in various aspects.