Capeta
Capeta
Capeta
2024
2024
2024
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Food & Beverage
Food & Beverage
INTRODUCTION
INTRODUCTION
Built on Raw Energy and Attitude, Capeta’s identity is sharp, loud, and unapologetic. It's tape-like typography and electric yellow color punch through the noise, giving the brand a rebellious edge.
Built on Raw Energy and Attitude, Capeta’s identity is sharp, loud, and unapologetic. It's tape-like typography and electric yellow color punch through the noise, giving the brand a rebellious edge.
During the initial concept phase, Capeta considered taking the fight to Hard Lemonade brands but, in the end, decided to fight "Big Juice" instead.
During the initial concept phase, Capeta considered taking the fight to Hard Lemonade brands but, in the end, decided to fight "Big Juice" instead.
While they are starting small they wanted to let their attitude do a lot of heavy lifting. Starting with just a logo, they needed to let their attitude stand out, inform their brand, and be something that their client base could rally around and allign with.
While they are starting small they wanted to let their attitude do a lot of heavy lifting. Starting with just a logo, they needed to let their attitude stand out, inform their brand, and be something that their client base could rally around and allign with.
THE CHALLENGE
THE CHALLENGE
Capeta had the ball rolling with it's initial identity with it's spunky scary lemon mascot. That's where this project started. So knowing that Capeta still wanted to be perceived as a Sneaky and Rebellious, but wanted to have a more put together brand. The Wolf with a sour attitude was the perfect fit for them and it kept it interesting.
Capeta had the ball rolling with it's initial identity with it's spunky scary lemon mascot. That's where this project started. So knowing that Capeta still wanted to be perceived as a Sneaky and Rebellious, but wanted to have a more put together brand. The Wolf with a sour attitude was the perfect fit for them and it kept it interesting.
BOOST YOUR BRAND
BOOST YOUR
BRAND
BOOST YOUR
BRAND
Every brand needs an edge. We build ones that stand out with character
SOLUTIONS
SOLUTIONS
First thing we wanted to address when starting this project was how could we 1, keep the badge element, 2, keep a mascot, 3, still have some lemon element in the primary brand Identity. All of this and then be able to take each piece apart as separate parts of the identity that can be used.
First thing we wanted to address when starting this project was how could we 1, keep the badge element, 2, keep a mascot, 3, still have some lemon element in the primary brand Identity. All of this and then be able to take each piece apart as separate parts of the identity that can be used.
One of the things that was done to approach this brand's identity and really dive head first was study early 00's skateboard graphics, slang, street art. Things that we could swap out some element with a lemon or some kind of commentary that pushed this attitude.
One of the things that was done to approach this brand's identity and really dive head first was study early 00's skateboard graphics, slang, street art. Things that we could swap out some element with a lemon or some kind of commentary that pushed this attitude.
After one sticker-like element, it felt like everything started to fall into place. New graphics were created, old elements were revamped. Shortly after, there were so many elements we could work with that we eventually had to cut a few that we're quite as aligned as others.
After one sticker-like element, it felt like everything started to fall into place. New graphics were created, old elements were revamped. Shortly after, there were so many elements we could work with that we eventually had to cut a few that we're quite as aligned as others.
RESULTS
RESULTS
This brand was such a huge step forward that no one was expecting it to go from where it was to where it is. It was very well embraced by those who enjoy Capeta Lemonade.
This brand was such a huge step forward that no one was expecting it to go from where it was to where it is. It was very well embraced by those who enjoy Capeta Lemonade.
Capeta Lemonade is now ready to take a giant step forward and are ready to take on the challenges that they'll face.
Capeta Lemonade is now ready to take a giant step forward and are ready to take on the challenges that they'll face.
