SHEILA SAN AGUSTIN
In Motion Design
New Logo Concept
ChillMeister is a multi-purpose insulated drink cooler and tumbler developed for sale at major convenience store retailers such as 7-Eleven. For this product, I had the opportunity to develop the brand identity and product design from the ground up.
With the purpose of keeping drinks cool in mind, the design revolved around the concept of a rugged climber braving an unforgiving wintery tundra. By including bold muted colors and a distressed aesthetic, this product was targeted primarily towards the young adult males that these retailers cater to.
CATEGORY
Branding
TEAM
In Motion Design Inc.
ROLE
Graphic Designer
Who We Are
With new branding came establishing identity. Here, the 3 pillars that make up In Motion Design as a company are abstracted into building blocks that encompass the updated design system.
Initial proposed sketches for the design of the drink cooler. The middle design was chosen in the end.
3D renders of the final mold design and logo positioning.
Final cooler designs in Matte Black, Matte Navy Blue, Stainless Steel and Matte Gray.
The Logo Update
The goal of the redesign was to modernize the logo to more legible and dynamic direction that allows it to thrive in both print and digital applications.
Primary logo (Top), secondary vertical logo (Bottom Left), and secondary horizontal logo (Bottom Right).
With a diverse portfolio of products and new ones constantly in the works, it was important that the new design was easily adaptable to whatever application or branding it was put in. These explorations show how the new design can take on a more serious or playful tone by changing the lockup and the color palette. Subtly offsetting the logo's main sections creates movement and transforms a mostly static design into a direction that's more dynamic.
Just a sample of the endless possibilities the logo can take on just by changing color or orientation.
The biggest problem this update aimed to solve was the lack of support for mobile and web usage. Internally, the company already referred to itself by the 'IMDI' acronym, so it was only fitting that it was used for the mobile friendly version of the logo. In situations where using the primary logo would be too big or visually overwhelming, this secondary logo can be used. These lockups also follow the same rules as the primary design where the logo can be offset or positioned horizontally.
Readability is maintained even when shrunk down to only half an inch in width or height.
The flexibility of the secondary logo continues to be seen with these additional explorations. By keeping the base letterforms standardized, the possibilities in which the logo can adapt and evolve for future products are endless.
Integrity of the logo is still maintained among a variety of visual aesthetics.