Sugarfree.ch

Second-year exam project. Creation of a visual identity with a friendly and caring tone, non-judgemental, including a website, a promotional video aimed at raising awareness about sugar consumption, and an animated poster promoting the Sugar-Free Challenge.
I chose a rounded, legible typeface for its friendly and fresh feel, along with colours evoking sugar itself, represented in pink in some of my pictograms. The visuals feature realistic illustrations, as well as the promotional video integrated into the homepage.
My concept is based on the sugar gauge, or Sugarfree gauge, featured in my logo. Adapted in various forms across the website, the video, and the animated poster, it forms an essential part of the visual identity. The aim is to show that it’s the excessive consumption of sugar that is harmful, not sugar itself. The empty part of the logo represents the sugar-free side, while the filled part symbolises the amount of sugar that should not be exceeded. This approach highlights one part of the logo, which also doubles as the web address.