Charactir
Design archive

Identity

Vegetable and fruit blends: a triangle tessellation in six colours, and a script that cuts through it.

Two Veruits business cards on a pink ground. The front is tiled edge to edge with orange, green, blue, purple and red triangles, with the word Veruits in a thick white script across it above the line VEG & FRUIT BLENDS; the back is white, with contact details on the left and a cluster of overlapping multicoloured circles on the right.

Veruits sells blended juices made from vegetables and fruit, and it is stringent about quality, nutrition and flavour. The pitch is that keeping healthy should be something you enjoy doing.

The identity is one pattern and one script. The pattern is a tessellation of triangles in six colours, which is the closest a flat shape gets to “many things blended”: no single colour owns it, and at a distance the whole field reads as one hue that none of the tiles actually are. The script is heavy enough to cut a clean white channel through all that noise, which is the only reason the name survives on top of it.

On the back of the card the same six colours reassemble as overlapping circles, the pattern liquefied. It is the one place in the set where the two halves of the product name are drawn as different things.

The Veruits letterhead with both business cards laid on it. A band of the triangle pattern runs across the head of the sheet, cut away on a diagonal; contact details sit in the white below, and the address runs across the foot in orange and green.
The pattern is cut off the sheet on a diagonal rather than boxed, so the white below it reads as the same shape.