LIVI
Brand Identity design
Packaging Design
LIVI is a conceptual brand for Swiss salad dressings created to stand apart in a category defined by sameness. Most salad dressings rely on familiar cues, ingredient photography, rustic styling, and crowded labels that all begin to look alike on shelf. The intention behind LIVI was to move away from this visual language and introduce something more considered, structured, and distinctive.
The direction draws from Swiss design, not as a reference to replicate, but as a way to rethink how the product is presented. Clarity, restraint, and structure became the foundation for how the brand takes shape. The design strips back what isn’t needed, allowing the product to be read instantly and remembered easily. A modular system guides the layout, creating consistency across the range while giving each product its own presence. Each flavor is expressed through a distinct symbol, abstractly inspired by ingredients and the Swiss landscape. These forms build recognition over time, offering an interesting alternative to literal imagery while still feeling connected to the product and its ingredients.
Color plays a functional role. Bold enough to differentiate clearly on shelf, yet controlled enough to feel cohesive as a set. The palette avoids excess, reinforcing the sense of clarity and balance. Typography is rooted in the principles of Swiss design: direct, legible, and structured. It brings a sense of precision to the brand, while allowing the product itself to remain the focus. Subtle references, such as the logo’s silhouette inspired by Swiss hills and the use of the cross, anchor the brand in its origin without overwhelming it.
The result is a brand that feels undeniably Swiss, not through obvious cues, but through its approach. A system that is modern, considered, and designed to stand confidently in a sea of sameness, while still fitting naturally into everyday use.
