Friday
Year: 2024
Service(s): Logo Design, Visual Identity & Packaging
Friday has a commitment to providing energy, removing brain fog, and replenishing essential nutrients with their core product, and electrolyte and vitamin drink mix. They understand the profound impact that hydration and proper nutrition have on physical and mental performance, which is why they've meticulously crafted a specially selected electrolyte formula to fight fatigue and brain fog, allowing the everyday person to live an optimal life.
Driven by their core values of diversity, trust and community, they aim to educate and motivate their customers, guiding them on their journey towards a healthier, more vibrant life. The founders combine the expertise of Max, a seasoned personal trainer, and Faisal, a knowledgeable pharmacist, ensuring that their products are backed by the latest science and tailored to meet the diverse needs of their audience.
Both Faisal and Max came to me needing a Logo Design & Visual Identity to kickstart their mission.
The Concept
This concept is built up using 3 elements. The first composition is the look of a plus / positive sign which represents the positive electrolytes in the brands core product and also the positivity the brand wants it's audience to feel using the product and the general culture around the brand. Once we add the elipse in the bottom right we create a stickman doing a cart wheel which links in well with our brands language of using stick men to visualise the sports and activities our brand associates with. The cartwheel embodies joy, energy and positivity just like the everyday person could feel like doing full of energy, so this is great as a our symbol as it’s a neutral move that embodies our culture. Lastly when we look into the surrounding negative space we see two water droplets emerging from the logo, which enforces the brands mission of hydrating as many people as possible.
The Logotype
I created this custom logotype to harmonize with the brand symbol, incorporating the distinct quarter circle shapes from the icon into the "F" and "Y." This creates a beautifully balanced wordmark that embodies friendliness and approachability, two core brand values. Rather than adopting an overly "sporty" aesthetic typical of performance supplements, this brand aims to connect with everyday individuals.
The typeface is visually inviting, with its soft, rounded elements, yet it retains a grounded, sturdy feel with its wide, cut off bases. This blend of warmth and stability helps the brand stand out while appealing to a broader, more inclusive audience.
Logo Lockups
This brand needed two flexible logo lockups for packaging and merchandise, so I designed both a horizontal and a vertical version to provide options. I also ensured that the logomark could stand alone when needed, while the type always appears with the mark for consistency.
Typography & Colour Palette
For the Colour Palette, we chose a sleek combination of black, white, and light grey. Black reflects the brand’s professional and empowering qualities, aiming to inspire its audience toward a healthier lifestyle. White embodies the fresh, trustworthy side of the brand, which is essential for a company focused on health supplements. Together, these two tones give a modern, clean look.
To add a layer of personality, we introduced vibrant accents: blue, hot pink, green, and orange. These colours convey the brand’s playful side, showing that while it’s clean and professional, it also embraces energy and fun.
For typography, we opted for the typeface Outfit, which offers a range of elegant styles. The letterforms in Outfit reflect elements of the custom logotype, giving the brand a cohesive look. It’s easy to read and carries a welcoming, modern feel that aligns perfectly with the brand’s character.
Brand Icons
I created these stickmen icons for the brand to easily visualise the sports in which the product is aimed to aid. These will work so well for creating marketing materials, graphic elements, packaging and UI decoration. They also visually tie in with the brands symbol, creating them with the same line weight and circles.
Packaging
I was tasked with designing the packaging for the first product run, focusing on a clean, modern, and trustworthy look that aligns with the brand’s values. To achieve this, I used the brand’s iconic symbols in a bold, enlarged format along the side panels of the packaging. This approach brings a sense of dynamism and visual interest, turning the packaging into more than just functional wrapping; it becomes a brand experience in itself.
The enlarged icons add movement and energy to the design, breaking up large areas of text and creating a more engaging and visually balanced layout. On both the sachets and the exterior box, the design feels fresh and minimal yet still rich in detail, capturing the brand's modern and approachable feel. The result is packaging that feels both inviting and credible, encouraging customers to trust the product from the first glance.
