I was brought on to develop the brand identity for Sorbeti, a fast-casual acai bowl concept focused on natural, globally sourced ingredients and a clean, customizable ordering experience. The client needed a visual system that felt fresh, minimalist, and accessible—avoiding cliché tropical or nautical themes often associated with similar brands. My approach was to create a versatile identity that balanced health-conscious appeal with a modern, urban sensibility, reflecting the lifestyle of its active, younger NY/NJ audience. The project began with finding Sorbeti's position in the market and some information about their target demographics and how those factors might influence the look of the brand.
Brand Presentation
Brand Presentation
Sketches/Explorations
Comparison presentation aiming to show the client a simpler icon is more suitable. Ultimately a compromise is made to meet somewhere in the middle of these two directions.
