evo

evo

STRATEGY | BRANDING | PACKAGING | WEBSITE

Evo is a brand intent on bringing the world together through food. By using revolutionary science, indian ingredients and a determination to be an inclusive light in the often judgemental space of vegan food, Evo creates magic with their plant based eggs.

Evo came to us with a strong idea of their brand - they knew that the food and taste would always come first - especially when dealing with comfort food, like eggs. At the same time, they wanted a strong focus on the larger purpose of creating people, planet and palate friendly food.

Our aim was to help Evo define its purpose, get to the core of its mission, and help the brand express itself purposefully as a fledgeling company.Through a strategic lens, we designed the identity, visual language and set the tone for their communication.

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A collaborative project that happened remotely - from the very beginning, until now.

It’s no surprise that in 2020, a majority of our projects were worked on remotely. Evo, however, was the first that began and still continues to be a collaboration without ever meeting in person.

We didn’t allow that to get in the way though, through a series of zoom workshops, online presentations and remote conversations, we were able to cultivate a deep understanding of our collaborators, in order to create a brand that reflects Evo’s core purpose.

Building the Consumer Profile

Building the Consumer Profile

The ‘better imperfect’ consumer.

Always self-improving and deeply conscious of their impact in the world. They’re in their early 30s, often shop at local farmer’s markets, prefer eco-friendly products and try to eat healthy as much as possible. They also feel low-key guilt about some of their consumption choices.

A World of Niches

There are clean, inert brands. There are wilful indulgence brands. There are green, greener, greenest brands too. Everyone has carved out a niche for themselves, appealing to the few, but alienating to everyone else.

Food is identity.

As our society gets more polarised, divided and judgemental, people become very rigid in their ideas of food too. This often translates into feelings of guilt towards one’s own eating and sometimes hostility or judgement towards those who eat differently than us.

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An uncomfortable world

An uncomfortable world

Identifying a macro underlying factor helps in creating fuel for the brand to thrive on.

Identifying a macro underlying factor helps in creating fuel for the brand to thrive on.

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Comfort food cannot be born from discomfort.

The final step before defining a brand’s purpose, is finding the answer to the question ‘what do we want to do about these underlying factors, and trends in behaviour?’

For Evo, the answer lies in the belief in making comfort food that isn’t rooted in guilt or judgement - in the way that its made, sold and eaten.

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Comfort food cannot be born from discomfort.

The final step before defining a brand’s purpose, is finding the answer to the question ‘what do we want to do about these underlying factors, and trends in behaviour?’

For Evo, the answer lies in the belief in making comfort food that isn’t rooted in guilt or judgement - in the way that its made, sold and eaten.

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BRAND NARRATIVE

We exist to reimagine the world’s relationship with food

We exist to reimagine the world’s relationship with food

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EVO is people, plant and palate friendly!

In the food world, words like eco-friendly or vegan-friendly are often thrown about casually.
But Evo is more than just those labels. Evo makes food that can be actually friendly to you in a hostile world.

EVO is people, plant and palate friendly!

In the food world, words like eco-friendly or vegan-friendly are often thrown about casually.
But Evo is more than just those labels. Evo makes food that can be actually friendly to you in a hostile world.

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Logo

Logo

The logo reflects Evo’s culture: friendly, delicious and everything eggs.

The logo was designed in a cursive style to cue friendliness and warmth. The yellow colour brings vibrancy and the shine spot on the ‘o’ gives the logo it’s unique ‘liquid egg’ quality.

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Secondary Logo

Secondary Logo

These secondary marks were designed to serve as alternate faces of the brand for more playful, consumer-facing situations, such as social media.

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Meet Sunny

Meet Sunny

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Meet Sunny’s Friends

Meet Sunny’s Friends

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The Moong Bean

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The ‘Chick’ pea

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The Pea

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Visual Language

Visual Language

The visual language was crafted to further extend the brand’s central purpose of being friendly and non-judgemental.

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Colours

Colours

The palette was designed to be warm and comforting, like a lazy sunday morning. Through using a mix of bright shades and neutral shades, the palette is able to tone up and tone down it’s playful nature depending on where it will be seen.

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Typography

Typography

The brand typeface, Aesthet Nova is a soft rounded serif that can be warm, nostalgic and yummy all at once. The perfect combination of traits for the brand.

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Packaging

Packaging

The packaging needed to convey a lot of information about Evo, both as a brand and as a product.

Since the Indian market has never seen a product like this before, it was imperative to focus on how to use it. At the same time, it had to appeal to the target audience, and retain the fun energy that Evo exudes on other platforms.

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Photography

Photography

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New Business

New Business

info@thoughtoverdesign.com

info@thoughtoverdesign.com

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© 2021 Thought Over Design

© 2021 Thought Over Design