Communicate with a Smile

California dreamin'

Cordial's brandbook is adorned with shades of fine sand illuminated by a sunset at the end of the day. Written throughout the branding creation process, it encompasses the palettes, typographies, patterns, and many other elements necessary for the adaptation and maintenance of the brand identity. Immersing yourself in the brandbook means diving into the heart of Cordial's universe and being swept away by the new identity.

Emotion above all

The branding phase begins with the kick-off and this first meeting allows our brand designers to immerse themselves in the existing and identify what constitutes the essence of the brand through questionnaires and bilateral exchanges. This is how Bruno got to know Cordial, its warmth, reliability, and the prominent place that customer relations occupy in its strategy. The brand was born in San Diego, California, and thus wishes to highlight this special connection with nature through elements such as the sky, the sea, and vegetation.
The moodboard created for Cordial is directly inspired by the State of California but also by the brand's personality. You can detect the beginnings of the warm and reassuring color palette as well as the significant place given to humans and user experience.

Photo credits: shipt.com, splashofiart, savannah harris

California Sunset

The Cordial palette directly references California and its famous sunsets. The sunny colors and blue hues pay homage to the ocean and outdoor life. The palette of saturated shades is used to highlight marketing elements and place the product at the center of attention.
Poppins, a linear typography with round and contemporary shapes, integrates perfectly with the artistic direction and brings a modern and refined aesthetic to the whole.

More Complex Than They Seem

The patterns are a direct homage to the golden age of California in the 60s-70s modernized by the bright and saturated palette. They convey the idea of evocative waves or solar rays. Most of them also incorporate the curve of the 'a' from the cordial logo as a subtle echo to the main element of the brand identity.

Brandmark

A brand symbol was designed for Cordial to be used as a website favicon and as a social media profile picture. It adopts the shape and colors of the main pattern. It also plays on negative spaces to create two dialogue bubbles responding to each other, echoing the simplified communication facilitated by Cordial.

A Matter of Light

Cordial's marketing photos adhere to this sunset theme, showcasing people with broad smiles illuminated by warm, slanted light. It was crucial to show individuals relieved from marketing management and reconnected to the real world, not their electronic devices. A reminder of nature is also present in every visual.

Move, Convert

Creating impactful and attractive visuals for social media is possible simply by following the set of rules developed above. The artistic direction is bright, coherent, and ready to conquer the streets and social networks.

The Showcase

The website and all assets have proven the efficiency and adaptability of the artistic direction. The result is original, positive, and dynamic. Everything plays through an apparent simplicity that highlights the product and camouflages the reflexive work and numerous rules established in the background to ensure the brand identity's longevity.