Overview
Dracula Citrus undertook a comprehensive brand development project to create a unique and engaging identity that would stand out in the competitive citrus market. The initiative involved building a new brand from the ground up, featuring the creation of the Dracula family characters, a detailed styleguide, an overarching umbrella brand, and a distinct packaging range for their citrus fruit products. The goal was to craft a cohesive and memorable brand that would resonate with consumers and elevate Dracula Citrus’s market presence.
The centrepiece of the brand development was the introduction of the Dracula family characters. Each character was designed to personify different aspects of the brand, blending playful and slightly spooky elements to capture attention and create a memorable impression. The characters were integrated across all brand materials, from packaging to promotional content, providing a consistent and engaging narrative. This character-driven approach aimed to make the brand more relatable and fun, appealing to both children and adults.
To ensure brand consistency, a comprehensive styleguide was developed. This guide detailed the use of typography, colour palettes, and character illustrations, ensuring that all visual elements aligned with the brand’s identity. The overarching umbrella brand was crafted to unify the various product lines under a single cohesive identity, enhancing brand recognition and loyalty. The citrus fruit packaging range was designed with bold, eye-catching graphics and the Dracula family characters prominently featured, making the products instantly recognisable on store shelves. This strategic brand development not only differentiated Dracula Citrus in the market but also created a strong foundation for future marketing and product expansion.
Daniel NewportPinnacle FreshI had the pleasure of working and creating with the talented team at Hello Mellow. We were looking to create something new and different to convey our message in an engaging format, Ben, Vanessa and their team delivered! We are really happy and looking forward to continuing our work with them.
