35 is a response to the Cowan FMCG award, a brief that called for the creation of a soft drink targeted towards adults interested in less sweet, sugary drinks.
The brief outlined the new drink as having a range of characteristics such as 35% fruit juice, 50% reduced cane sugar and it's position of being a healthier option than it's competitors. I focused on the 35% juice content as a distinctive feature that would dictate a simple, typographic approach to the identity. The logotype was created using a hand built typeface drawn from research into industrial typography from the inner city suburbs of Melbourne, and the circle is an abstract representation of fruit.
