Branding for Totus, everything you need in the food industry.
Totus is a food company that concentrates everything the customer needs, from suppliers at the bottom of the pyramid to final products to the end user.
"Totus_ Designates a set as a unit or referring to the totality of its elements."
For the creative concept we use the meaning of the name, EVERYTHING, when referring to the value proposition of the brand - Concentrate in one place everything the customer needs in the food industry -.
Totus as a brand, denotes security. Moreover, it is adaptable to different market environments, for this, it should be able to refresh itself and update itself in its communication as time passes, without losing identity.
We designed thel logotype to look CONFIDENT, SIMPLE and STRONG.
We designed the type based on simple geometries, we softened the corners to make it more human and we gave it a firm and consistent thickness, as an extra element we added a period, to denote that the concept of EVERYTHING is not to be discussed, a subtle visual metaphor of "We have it ALL, period"
TOTUS sub-brands, such as TOTUS GOURMET or TOTUS EXPRESS for example, use the same Totus logo to generate identity, to which the descriptive is added depending on the case, always in the same place, of the same size and with the same font.
Due to its quality of "everything", the brand must work in different market environments, from the warehouses where it should not seem overpriced, to a gourmet shop in the trendy area of the city, where it must reflect its class and selectivity.
Making a visual reference of the concept - EVERYTHING - is quite complicated because it is something very abstract. On this occasion we separate the whole (represented by a golden rectangle) in different basic geometries to maintain a relationship with the construction of the logo. and with these geometries we generated different visual games, remembering a bit the traditional mexican tiles but having as a goal, to represent that, to have it all, TOTUS has the task of gathering different parts that complement each other.