InspirationJan 18, 2024

With playful illustrations, Awake Studio captures the essence of a healthy, prepared meals producer

Written by David Taylor RGD, Awake Studio

Context

Aiyana develops and delivers healthy, prepared meals designed to add ease to your day. They aim to provide families with the nourishment they need to optimize body and mind, no matter how busy life gets. Cathy Cicchini Studio was commissioned by Aiyana for a brand refresh and brought Awake Studio into the project.

Methodology

The cornerstone of the new identity developed by Awake Studio is a suite of playful illustrations that capture the essence of the brand and highlight key ingredients of the products. Whole, organic food is the essence of Aiyana's brand so showing the food right on the pack helped to convey their importance. For the word mark, we capitalized the similar letter shapes in the name "Aiyana" to bring a sense of balance, harmony and connectedness to the identity. The strength of the all-caps treatment is offset by the softness of the rounded letter-forms and character edges.

Result

The new identity has just been launched into the world but already it's getting very positive feedback and their subscriber base is excited about the new direction.

Co-created with Cathy Cicchini Studio.

David Taylor RGD

Awake Studio

David has been working in the industry for 20+ years, having originally been bitten by the creative bug at Queen’s University where he studied visual arts and art history. He has been fortunate to name some of Canada’s top advertising and branding agencies as former employers, which include TBWA/Toronto, Cossette, TAXI, and Interbrand. His work on various major brands has been recognized by Cannes, Communications Arts, the National Advertising Awards, the Art Directors Club of Canada, Lotus, Coupe, and Applied Arts, amongst others. His work spans graphic design to creative direction and every type of project from brand identity to advertising campaigns and everything in between. It is his mandate to create a unique and strategically sound visual manifestation of each brand he works with in order to create consumer impact with each and every communication. In addition to working in the industry David has also helped to mold the next generation of creative minds. He worked as an Associate Professor at OCAD University from 2009 to 2012. He is currently the Principal/Creative Director at Awake Studio.