Identity · Personal brand · Art Direction · Itu — Brazil

Angélica Dutra

Angélica Dutra — cover
Intro

Angélica Dutra is a nutritionist specialized in vegetarian nutrition. We built her complete personal brand — from the symbol to the prescription pad, from the billboard to the stories — so the clinic would be recognized for what it delivers: clarity, method and care.

Challenges
  1. — 01

    Conveying clinical authority without coldness and warmth without being childish.

  2. — 02

    Avoiding the leaf green typical of the vegetarian niche and still speaking about nature.

  3. — 03

    Keeping the same brand across print, packaging, website and social media.

  4. — 04

    Creating a symbol that works at very small sizes, such as stamps and stickers.

Solutions
  1. + 01

    A four-petal floral symbol that also recalls a leaf and a butterfly — transformation and lightness.

  2. + 02

    An earthy, dark palette as the base, with lavender blue and dark green as accents of personality.

  3. + 03

    A serif logotype in Saphile, elegant and legible, supported by Inter Tight in the text.

  4. + 04

    A pattern derived from the symbol for packaging, cards and backgrounds, expanding the system without clutter.

Brand guidelines

Symbol — the four-petal flower
Symbol — the four-petal flower
Clear space and minimum size of the symbol
Clear space and minimum size of the symbol
Other backgrounds — approved and prohibited combinations
Other backgrounds — approved and prohibited combinations
Logotype — symbol, name and signature
Logotype — symbol, name and signature
Primary colors
Primary colors
Secondary colors
Secondary colors
Primary typography — Saphile
Primary typography — Saphile
Secondary typography — Inter Tight
Secondary typography — Inter Tight

Applications

Applications — bottle, kit, billboard, prescription pad, cards and stickers
Applications — bottle, kit, billboard, prescription pad, cards and stickers
Applications — pattern, website, card, mugs, stories and stickers
Applications — pattern, website, card, mugs, stories and stickers
Portrait, symbol, quote and supporting typography
Portrait, symbol, quote and supporting typography
Full story
Context

The brand revolves around Angélica herself: the logo and the language have to sound like her — welcoming and, at the same time, an authority in vegetarian eating. The challenge was to translate health and science without falling into the niche's green cliché.

Problem

The vegetarian nutrition market tends to repeat leaves, greens and generic typefaces. What was missing was an identity that conveyed clinical authority, calm and sophistication, and worked equally well on a prescription pad, packaging and social media.

Strategy

The language to be conveyed rests on four pillars: clarity, calm and communication, authority and method. The symbol is a four-petal flower that also recalls a leaf and a butterfly — transformation, lightness and life. The earthy, dark palette sustains the sobriety; lavender blue and dark green come in as accents.

Process

We started from the symbol and built the system in three layers: mark (symbol), logotype (symbol and name) and typographic mark. Each one received rules for clear space, minimum size, allowed backgrounds and misuse, gathered in a complete brand guide.

Branding

Four-petal floral symbol and logotype in the serif typeface Saphile, with the signature 'Vegetarian Nutrition'. Primary palette in black, caramel and beige; secondary in burgundy, brown, lavender blue, dark green and sage. Supporting typeface Inter Tight for headlines and body text.

Audiovisual

Studio portraits on a dark background and environmental photographs reinforce the professional's presence. The symbol pattern is used on packaging, cards and content backgrounds.

Result

A complete and consistent system, from the brand guide to physical and digital applications — prescription pad, product kit, billboard, website, cards, mugs, stickers and stories.

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