Expert Brand Designer
Budget: $750 – $1,500 AUD
Seeking a skilled and professional brand design expert. No AI generated submissions will be considered.
Pulp Açaí Co. is a new açaí venture launching in Australia. We make premium, fast, good-for-you açaí bowls and drinks — the brand promise is in our strapline: "Good. To go." Our positioning sits in the overlap of clean-eating and takeaway-convenience.
We've already done extensive exploration on typography, colour, and graphic devices internally and have landed on a confirmed direction. We're now looking for a brand designer to take it from "we know approximately what we want" to "production-ready brand pack we can hand to packaging suppliers, signwriters and our web team."
The current creative direction
**Please treat the following as a guide, we encourage you to innovate and improve on the current creative direction.
Primary wordmark: pulp set in an italic serif, in a warm gold / mustard tone.
Sub-mark (always present in the locked lockup): AÇAÍ CO set in tracked uppercase sans, in white, sitting beneath the wordmark.
Important — the sub-mark must use authentic Portuguese spelling: cedilla under the c (ç) and the acute accent on the í. So it's AÇAÍ CO, not ACAI CO. This is non-negotiable; it's a key authenticity signal for the brand.
Tagline: "Good. To go." set in clean white sans, used in applications (e.g. on the lower portion of a cup) but not always part of the core logo lockup.
Primary palette: dark forest green, and black, with gold/mustard and warm white as the type colours.
We will provide:
• 4 reference mock-ups showing the direction on takeaway cups (request these once you accept the project).
• Brand context document and prior typographic exploration deck
• Draft shopfront for the first physical install.
Scope of work
1. Lock down the typography
• Identify or recommend the exact font for the wordmark (currently an italic serif — looks Caslon / Cormorant / Playfair family but needs nailing down). Specify weight, style, and licensing route (Google Fonts, Adobe Fonts, or paid foundry — please factor licensing into your recommendation).
• Identify or recommend the exact font for the AÇAÍ CO sub-mark and the "Good. To go." tagline. Sans-serif, clean, modern.
• Lock down the spacing and proportions of the primary lockup: wordmark size, sub-mark size relative to wordmark, tracking on the sub-mark, vertical gap between them. Provide a clear-space rule and minimum-size guidance.
2. Explore and lock down the colour system
• Refine the exact hex values for the primary palette (aubergine, forest green, black) and accent (gold, white).
• Propose 2–3 alternate background treatments inside the palette family (e.g. cream variant for lighter applications, a single-colour reverse for monochrome use).
• Provide each colour as HEX, RGB, CMYK, and Pantone equivalents so we can spec packaging and signage.
3. Apply the brand across executions
Show the locked logo applied across at least five real-world surfaces:
• Takeaway cup (rough mock-ups exist — refine these).
• Takeaway Açaí bowl / bowl lid.
• Storefront sign
• Paper takeaway bag
• Social media avatar (square crop) and one Instagram post template.
Mock-ups should be high-quality (Photoshop / Smartmockups level) and reflect realistic lighting and materials.
4. Deliver a complete brand pack
• Primary lockup (wordmark + AÇAÍ CO) as AI, EPS, SVG, PDF, and PNG (transparent) at multiple sizes.
• Reverse / monochrome variants for use on light, dark, single-colour, and one-colour-print contexts.
• Stand-alone wordmark (without sub-mark) for tight applications like favicons and stamps.
• Single-letter monogram (the "p") as a standalone mark for app icons / cup stamps / merch.
• A mini brand guide (PDF, approximately 5–10 pages) covering: logo construction, clear space, minimum sizes, colour system with all colour values, type system, do's and don'ts, and the applied mock-ups.
All files delivered with sensible naming conventions (e.g. pulp_primary_aubergine_RGB.svg). All copyright and IP transferred to Pulp Açaí Co. on final payment.
What we'd like to see in your proposal
1. A short note (1–2 paragraphs) telling us how you'd approach this and any red flags you see in the direction.
2. 2–3 portfolio examples of food, beverage, or hospitality brand work you've done.
3. Your fixed fee for the full scope above, and your proposed timeline.
4. How many rounds of revisions are included.
5. Software you'll deliver in (we'd like editable Adobe Illustrator source files).
Pulp Açaí Co. is a new açaí venture launching in Australia. We make premium, fast, good-for-you açaí bowls and drinks — the brand promise is in our strapline: "Good. To go." Our positioning sits in the overlap of clean-eating and takeaway-convenience.
We've already done extensive exploration on typography, colour, and graphic devices internally and have landed on a confirmed direction. We're now looking for a brand designer to take it from "we know approximately what we want" to "production-ready brand pack we can hand to packaging suppliers, signwriters and our web team."
The current creative direction
**Please treat the following as a guide, we encourage you to innovate and improve on the current creative direction.
Primary wordmark: pulp set in an italic serif, in a warm gold / mustard tone.
Sub-mark (always present in the locked lockup): AÇAÍ CO set in tracked uppercase sans, in white, sitting beneath the wordmark.
Important — the sub-mark must use authentic Portuguese spelling: cedilla under the c (ç) and the acute accent on the í. So it's AÇAÍ CO, not ACAI CO. This is non-negotiable; it's a key authenticity signal for the brand.
Tagline: "Good. To go." set in clean white sans, used in applications (e.g. on the lower portion of a cup) but not always part of the core logo lockup.
Primary palette: dark forest green, and black, with gold/mustard and warm white as the type colours.
We will provide:
• 4 reference mock-ups showing the direction on takeaway cups (request these once you accept the project).
• Brand context document and prior typographic exploration deck
• Draft shopfront for the first physical install.
Scope of work
1. Lock down the typography
• Identify or recommend the exact font for the wordmark (currently an italic serif — looks Caslon / Cormorant / Playfair family but needs nailing down). Specify weight, style, and licensing route (Google Fonts, Adobe Fonts, or paid foundry — please factor licensing into your recommendation).
• Identify or recommend the exact font for the AÇAÍ CO sub-mark and the "Good. To go." tagline. Sans-serif, clean, modern.
• Lock down the spacing and proportions of the primary lockup: wordmark size, sub-mark size relative to wordmark, tracking on the sub-mark, vertical gap between them. Provide a clear-space rule and minimum-size guidance.
2. Explore and lock down the colour system
• Refine the exact hex values for the primary palette (aubergine, forest green, black) and accent (gold, white).
• Propose 2–3 alternate background treatments inside the palette family (e.g. cream variant for lighter applications, a single-colour reverse for monochrome use).
• Provide each colour as HEX, RGB, CMYK, and Pantone equivalents so we can spec packaging and signage.
3. Apply the brand across executions
Show the locked logo applied across at least five real-world surfaces:
• Takeaway cup (rough mock-ups exist — refine these).
• Takeaway Açaí bowl / bowl lid.
• Storefront sign
• Paper takeaway bag
• Social media avatar (square crop) and one Instagram post template.
Mock-ups should be high-quality (Photoshop / Smartmockups level) and reflect realistic lighting and materials.
4. Deliver a complete brand pack
• Primary lockup (wordmark + AÇAÍ CO) as AI, EPS, SVG, PDF, and PNG (transparent) at multiple sizes.
• Reverse / monochrome variants for use on light, dark, single-colour, and one-colour-print contexts.
• Stand-alone wordmark (without sub-mark) for tight applications like favicons and stamps.
• Single-letter monogram (the "p") as a standalone mark for app icons / cup stamps / merch.
• A mini brand guide (PDF, approximately 5–10 pages) covering: logo construction, clear space, minimum sizes, colour system with all colour values, type system, do's and don'ts, and the applied mock-ups.
All files delivered with sensible naming conventions (e.g. pulp_primary_aubergine_RGB.svg). All copyright and IP transferred to Pulp Açaí Co. on final payment.
What we'd like to see in your proposal
1. A short note (1–2 paragraphs) telling us how you'd approach this and any red flags you see in the direction.
2. 2–3 portfolio examples of food, beverage, or hospitality brand work you've done.
3. Your fixed fee for the full scope above, and your proposed timeline.
4. How many rounds of revisions are included.
5. Software you'll deliver in (we'd like editable Adobe Illustrator source files).