Type can be an efficient way to ensure brand identity is delivered with consistency and personality while also paying homage to the elements within a brand story, so we appointed a type designer to establish a custom typeface with a classical structure that would express the ethos of this brand.
Camelēr
Study 1
The founders of Camelēr are keen to honour the history of their industry. Inspired by the journeys embarked upon by the spice merchants of old, our initial direction shone a light on a soothing rhythm of elegantly curved lines crafted to echo dunes and waves.
Study 2
Trusted expertise was another critical aspect of the brand identity we established for Camelēr. Drawing reference from the contemporary apothecary, we crafted this typeface with barely-there serifs as a subtle nod to vintage storefronts and labels, evoking feelings of heritage.
Study 3
Through our conversations with the founders, we spotlighted the luxurious nature of the product, exploring the concept of rising above, evoking elegance through the curvature and height of these letterforms.
Halle & Myles were torn between the two final concepts, so we offered to explore the idea of making way for refined hybrid variations that would polish and perfect the majestic ‘M’ characteristics, which later formed their logotype.
Hybrid Variations
We created a visual system using geometric shapes to showcase the key spices used within their products. These act as a wayfinding system on their website, to direct the audience. The finalised branding was applied to jars, which contain their spice blends.
A colour palette was influenced by the spices that form their signature blends, and the company’s brand values also influenced a typographic hierarchy for primary and secondary fonts. Celebrating community, culture, the places where their spices are sourced, new recipes, and of course, camels, these pillars form their marketing strategy, social media style guide, and editable design templates.
At the end of the process, we displayed how the brand of Camelēr could look on printed materials and provided all the artwork for packaging, business cards, and social media templates. So that they know how to use all assets and elements, and have a sounding board to chat about how their website is evolving, we also provide ongoing support such as feedback and guidance on social media channels and concept development for their spice blend quiz!
