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Done with the branding work for Yuzu! 🙌
This was so much more fun than I ever expected, I'm definitely going to be doing more beverage brands in the future.🙌
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Great Job, Lucie
The hardest brief in identity work is "make us look serious without making us look corporate."
Serious comes from consistency. Corporate comes from removing anything a person chose.
"Corporate comes from removing anything a person chose" is going straight in my notes. I'd push it further though, I think a lot of that removal happens in legal and stakeholder review, not the initial design pass. Do you find the fight is more with the client's own instincts or with whoever signs off after them?