Boxxi.cz: How we rebranded the online visual presence of an eShop with “just better” food
We refreshed boxxi.cz’s visual identity for social media and campaigns. Read about how it went. 👇
Boxxi.cz is an eShop with premium foods. They offer mainly fish, meat, baked goods and other delicacies. The client wanted to redesign their visual identity for campaigns and social media and come up with a fresh color palette for all communication. All of this was to be done while keeping in mind the goal of expanding to outdoor advertising in the future.
Rather than a regular shopping trip, where you can grab everything including toiletries in one go, this is an eShop with “better” foods (as made clear by its main slogans), for when you want to enjoy a nice evening, have a treat or when looking for a certain segment of quality, healthy foods without compromise.
#1 — The main color combination
That’s why we proposed a new color palette of dark blue and goldish, both in muted tones, so that the communication would feel premium, without coming off as snobby. Until recently, Boxxi’s USP were fish, imported in top quality from Icelandic fishermen. This is what their original website looked like. The client did not like the dark blue and orange color combination. These two colors certainly evoke the fish-oriented theme, but that was the problem — Boxxi was planning to significantly expand their offer to include meat, eggs, milk, baked goods, wine and other goodies and focus beyond just fish.
That’s why we proposed a new color palette of dark blue and goldish, both in muted tones, so that the communication would feel premium, without coming off as snobby.
#2 — Social Media
The original graphic design on Boxxi’s instagram looked like this. It had too much of a “flyer” feel for social media and was full of extraneous shapes and other elements.
We decided to significantly simplify the whole aesthetic. We wanted the premium quality of the products to stand out while keeping it down to earth, so as not to come off too “posh” and unattainable.
In the IG feed, we use unifying corners for each post, which are a fragment of the hexagonal logo — this creates the effect of an entire composite logo based on the hexagonal modular boxes in which the fish, and now other products are transported, when the posts are seen together in the feed. This also unifies the IG feed, as the posts relate to each other at all times.
#3 — Category colors
Many new product categories were created on the web, ones that we would be referencing in campaigns. That’s why we needed to select a unique color combination for each category. For example, the fish category would be denoted with a color combination of dark blue and a light, muted blue. Dairy, on the other hand, would be denoted by a lighter, colder shade of blue, to invoke Boxxi’s conscientious approach to proper product cooling.
Fine tuning the color combinations was a long process we undertook together with the marketing director, so that all the individual categories and their elements would come together, be recognizable as part of the same palette, and fit into Boxxi’s new look, so that all of their campaigns would be instantly recognizable.
#4 — Campaigns
The client wanted to define the color palette for two reasons — for overall brand unification and so that we would be able to quickly prepare new campaigns, since every month we have to be ready to quickly react to what needs to be promoted, due to both planned thematic campaigns and the short shelf-life of fresh foods.
Conclusion
So, what do you think? Did you know about Boxxi before reading our article? If not, we hope that our designs will inspire you to try this new, “just better” online grocery store. We definitely recommend it. And if you have any questions or comments, I’ll be happy if you reach out to me at kasparova@digital-ant.cz.
– Majda, Art Director @ Digital Ant
