Sariwa – A Fresh, Colorful Take on Healthy Indulgence
A Healthy, Colorful Vision
When I set out to create the brand identity for Sariwa, the vision was clear: to highlight the company’s commitment to healthy, fresh ingredients while offering a fun, approachable way to indulge in frozen yogurt. The idea was to create a brand that stood for more than just a sweet treat—it needed to represent clean eating, nutritious choices, and the joy of adding more color to your diet. The challenge? Crafting a brand identity that balanced health-conscious messaging with the excitement and enjoyment of a frozen yogurt shop.
Standing Out in a Competitive (and Sugary) Market
Frozen yogurt shops often fall into two camps: overly indulgent and sweet or positioned as pure health food. The goal for Sariwa was to walk the line between both, offering customers a delicious, satisfying treat that didn’t compromise on nutrition. I needed to create a visual identity that immediately communicated "healthy" without losing the sense of fun and indulgence that people expect from a Froyo experience. The brand needed to stand out among competitors, many of whom focus on sugar-loaded offerings, without coming across as too strict or "health food only."
Research and Defining the Brand’s Nutritional Focus
I began by exploring brands that successfully balance the concepts of indulgence and health, particularly within the frozen yogurt and dessert space. One trend became clear: bright, vibrant colors and natural ingredients often resonate with health-conscious consumers. This led me to the idea of using the "rainbow" as a core concept—not just in the visual identity, but in the message of encouraging customers to enjoy a range of fruits and flavors, tying into the idea of a well-rounded, colorful diet.
The brand would focus on fresh ingredients like acai bowls, real fruit toppings, and yogurt options that were as nutritious as they were tasty. From this, I developed the concept of a logo and design system that reflected the vibrancy and health benefits of fruits, while still feeling indulgent.
A Visual Identity Rooted in Freshness
The logo and overall visual identity were designed to reflect the natural, fresh ingredients at the heart of Sariwa. The business card became the first piece of the branding puzzle. It features a vibrant array of fruits—strawberries, kiwis, blueberries—arranged in a rainbow of colors, symbolizing the variety and nutrition found in the brand’s offerings. The card also showcases a delicious-looking acai bowl, reinforcing the company’s commitment to using wholesome, high-quality ingredients.
The color palette was drawn directly from the fruits themselves: bold grapefruit for headers, which evokes energy and vitality, and kiwi green for accents, symbolizing freshness and health. The combination of these colors not only created a visually appealing design but also subtly communicated the importance of adding a colorful variety of fruits and nutrients to one’s diet.
Expanding the Brand Across Touchpoints
Once the core visual identity was established, I extended the design across other brand elements, including packaging, signage, and digital touchpoints. The brand’s messaging reinforced the idea of “eating the rainbow”—encouraging customers to create their own nutritious bowls and Froyo combinations with an array of colorful toppings like fresh fruits, seeds, and nuts.
The store's interior design concept followed the same approach, featuring clean, bright spaces with pops of vibrant colors from the fruit-inspired palette. This created a fresh, inviting atmosphere where customers could feel good about the choices they were making.
On the packaging, the theme continued: yogurt cups featured clean designs with subtle fruit illustrations, and tags like "Naturally Delicious" and "Fuel Your Day" emphasized the brand’s focus on wellness and clean ingredients.
A Brand That Embodies Healthy Indulgence
The final result was a cohesive brand identity that perfectly captured the essence of Sariwa. From the business cards to the store signage, the brand communicated health, freshness, and the idea that indulging can still be good for you. The colorful, fruit-inspired design brought a sense of energy and life to the brand, making it stand out in a market where sugary indulgence often takes center stage.
Customers would see Sariwa not just as a place to grab a treat but as a destination for fueling their bodies with something both delicious and nourishing.
Conclusion
The Sariwa project allowed me to dive deep into designing for the intersection of health and indulgence. By focusing on a vibrant, fruit-inspired brand identity, I was able to create a look and feel that appeals to both health-conscious consumers and those seeking a fun, delicious experience. The result? A brand that communicates freshness, nutrition, and pure enjoyment—all in one swirl.