Rongoãvis
Brand Identity update
Rongoãvis is a women-owned CBD provider based in the Pacific Northwest that produces and sells full-spectrum CBD tinctures, topicals, and dog treats.
This project truly was a design evolution, so I thought I’d provide some detail into the process of how this brand developed.
My best friend Cindy told me she was changing careers and joining a small CBD company named YourLife-360 as their Chief Strategy Officer. We both agreed the company could benefit with a new name and a cohesive brand strategy. One of the main goals of this company is to provide a natural solution to life’s ailments. With this in mind, and knowing the founder’s heritage is Tongan, I researched various English words in Pacific Island languages and discovered Mãori healing practices.
Rongoã is a traditional Mãori healing practice which utilizes herbal remedies. To this, Cindy added ‘vis’, latin for power, force, or strength and so Rongoãvis was born. To emphasize the natural use of CBD, I created the tagline, “Made from Nature’s Pantry.”
Logo Creation
The main request for the logo was to have the ‘R’ as the symbol. Playing off the Mãori influence, I chose the typeface, Lowdrag, by Clark Orr. It’s a bold typeface with a nod to Polynesian culture. For the symbol, I combined the Mãori symbol Koru with the ‘R’. The Koru has an appearance of a new unfurling silver fern frond, and anyone who knows me, knows I love a theme. This symbol fit the theme perfectly.
Color Palette
A vibrant palette was created to highlight the logo and catch a customer’s eye. A secondary palette with complementary tones was created for their packaging and website. All colors work harmoniously to provide a Polynesian meets Pacific NW vibe.
Corporate Typography
A secondary typeface, Cronos Pro, created by Robert Slimbach, complements the Lowdrag typeface. The secondary typeface is necessary because Lowdrag is a bold, decorative typeface that doesn’t necessarily work for all applications needed, like packaging. I selected Cronos Pro because it offered fonts specifically designed for small point sizes, which would be needed on the tincture bottles and roll-ons. The brand style guide includes directions for which typeface to use for which application.
Packaging
I redesigned Rongoãvis’ packaging for their line of tinctures, topicals, and dog treats that used the new logo, color, and typography. I used a background pattern designed by Von Glitschka that carries through the Polynesian feel.
