Talkual
A complete rebranding process that highlights the naturalness of imperfect fruits and vegetables to reduce food waste
Background
Talkual launched initially as Imperfectus, marketing fruits and vegetables with imperfect aesthetics that had no outlet in traditional channels to reduce food waste and contribute to sustainability. A brilliant idea that required a more powerful brand discourse and a change of name for trademark registration reasons.
Concept, naming and claim
The concept arose from the idea that most things in this world are imperfect… and it is precisely the acceptance of these imperfections that makes us different. Nature itself is so imperfect that it somehow achieves a perfect balance.
The name Talkual is a simple neologism that perfectly expresses the brand essence; since the fruits and vegetables that are sold are natural and get to you without artifice or retouching. They come as they are, and in Spanish we call it Tal qual. The Naturalmente Imperfectos claim helped us reinforce the idea by emphasizing the meaning of the name.
Brand expression
To build the look & feel of the brand we combined a digital language related to the “startup” seed of the project with touches that express the naturalness of an agricultural product.
Illustrations art direction and photographs
To give life to the brand, we propose different visual resources. On the one hand, photographs with the idea of communicating the value of imperfection, the origin of the products and the enjoyment of their consumption. On the other hand, two types of illustrations: product illustrations with an acrylic finish and more cartoonish illustrations to provide personality to the different communication pieces.
Brand implementation
As Talkual is a digital business that markets a physical product, our “physical” approach allowed us to implement the graphic and verbal resources of the new brand in very varied applications, creating a unique universe.
