A total rebrand for Bimi

Bimi^® broccoli (a crossing between aspereges and broccoli) is unlike other vegetables. It has a gorgeous sweet crunch, a vibrant green colour and you can cook with it in almost any way you can imagine.

A redesign of their established brand ready to be enrolled into 11 languages within their existing and complex webstructure. Part of the design challanges were the technical limitations of the framework in which the new design needed to be implemented.

As well as the fact that each country can fill in the website with their own content. I experimented a lot with, for instance, limiting the amount of text in titles, the scalability and colour combinations that would work or not work, to find the boundaries that I would set for the seperate content managers.

Bimi designed packaging that was bold, adventurous and playful. The new website had to match with this. We needed to keep the color from the logo and added a bunch of other colors that could be used in a playfull manner throughout the site.

To match the new required happy and more modern vibe, we turned the Bimi into a character that can be used to promote and celebrate the brand without always needing photography of a dish.

Along with the styleguide and webdesign I delivered a guideline that explained certain aspects of implementing the design catering non-design people, which makes it easier for them to change things without breaking a bit of the code.

The primary logo is intended to be used on  approved brand colours in order to maintain legibility. Beyond the logo, colour is the most recognisable aspect of the brand identity. The colours were selected to reflect the bold and confident approach. The Bimi® typeface for body copy is Congenial. Flexibility comes from using one type family that contains all necessary styles. The typeface, Congenial, was selected because of it's a friendly and inviting character, versatility and legibility at all sizes. Congenial is a great support typeface to the display typeface, Pequena.