Total
Branding, Brand Identity, FMCG
Total is a brand that is synonymous with its wide range of fresh packed meats, cold cuts, frozen foods, ready-to-cook meals, and grains. This brand is deeply committed to prioritising taste, nutrition, and freshness, ensuring that every product meets the highest standards of quality and satisfies the diverse culinary needs of modern consumers.
The challenge was to create a brand identity that effectively communicated the vast variety of products under the Total umbrella, as implied by the name. The goal was to develop and further their brand image that not only highlighted their comprehensive product range but also made a memorable impact, distinguishing them from other competitors.
We designed a visual identity featuring a circular form to symbolise the completeness and broad spectrum of solutions that Total offers in the food segment. This circular design reflected the brand’s all-encompassing product range, emphasising its position as a one-stop shop for high-quality food products. While the blue was chosen to represent the cold cuts and meat segment of the brand’s offerings, the bright yellow represented the warmth of sun-kissed fields from which they source their grains. This unique colour combination helped the brand to stand out amidst competitors and continues to build on a sense of reliability and energy that resonates with consumers.
