Guayapi is a French firm founded in 1990 by Claudie Ravel, to find a market for unique noble hand-picked plants from wild Amazon jungle and the hills of Sri Lanka, for use as super-foods, delicatessen products and cosmetics. Guayapi sells Sri Lankan teas and spices, cultivated using methods that support biodiversity. Guayapi works very close with aboriginal communities and is aware of the environmental and social issues they face.
After 25 years of existence, it was time to redesign the existing logo and packaging. Anne-Dorothée Schulz, then 5.5 designstudio’s graphic designer, conceived a new logotype with the curveless Minotaur typeface, echoing the organic side of the brand while “drawing a line between premium products and the raw feature of Guayapi”. The toucan, formerly only seen on packages, has been redrawn and introduced to the capital ‘G’, creating a zoomorphic initial, which can stand as a logo for itself.
Regarding the packaging, 5.5 designstudio has put all its expertise into creating a high-class yet meaningful box:
— The first horizontal color stripe indicates the product’s nature: green for super-foods, orange for delicatessen, and pink for cosmetics.
— The second horizontal color stripe holds an all-over pattern of pictograms of the plant, designed by Schulz in the vein of Minotaur. The color refers to the natural tone of the plant.
— The third horizontal color stripe denotes the virtue of the product: detoxificating, energizing, calming…
— The vertical stripe, featuring the “Guayapi green”, also displays a small pictogram indicating what’s to be found in the case (powder, pills, seeds, capsules…) and the name of the product set in Gotham.
— Last but not least, the lid is always the same, with the Guayapi logo printed on the side and the toucan ‘G’ embossed on the top.