Pentagram partner Marina Willer and team designed a visual identity for Thai soft drink brand Camu C with Good Girl as its main typeface. Marion Bisserier, Good Girl’s designer, collaborated on the project typography. From the case presentation:
Camu C takes its name from Camu Camu, an Amazonian berry fruit that resembles a cherry and has one of the highest Vitamin C levels in the plant world. Considered to be a superfood, it can be added to food and drinks as a health supplement.
The team’s aim was to celebrate the health benefits of drinking Camu C while appealing to its young and health-conscious audience. The confident typographic approach features a curvy Camu C logo made from a customised version of the typeface Good Girl. The tone of voice and use of typography plays with the fresh and fun feel of the brand.
Colour plays a key part in the brand identity, with a vibrant colour palette composed of pinks and greens, inspired by the Camu Camu berries and their leaves.
The supporting sans used for Thai and English text is FC Iconic by Jutipong Poosumas.