As we want iconography to be a major aspect of the Graze refresh, I decided to experiment with some initial design ideas, using the food they currently provide to form the basis of the imagery. As we intend to have a concise and minimal aesthetic to reflect the premium and high-end associations we wish to apply to the Graze brand, I kept the designs fairly simple.
In the crit, it was noted by Liam that we could do an initial illustration which we could then replicate several times, each decreasing in decorative elements, much like the work here - we could subsequently choose which is the most effective. I tried to use the same approach in these initial design ideas.
The following are the ones I selected (so far) as being the most consistent as a range and those that communicated the most effectively. I also used the thumbs up and bin icon to create some initial mock ups of the feature they incorporate into their site. However, this is simply a way of seeing how they could potentially be incorporated.
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