Black and white Cap Zero logo with a stylized circular icon above the words 'cap zero'.

OVERVIEW

Cap Zero is a startup focused on creating a water filtration device specifically for disposable water bottles. It offers a reusable filtered cap that removes microplastics from drinking water. The company's product is designed for consumers interested in sustainability and clean water solutions.

SERVICES

Visual Identity

SOFTWARE

Adobe Illustrator

Adobe Photoshop

A white cardboard box with blue water droplet patterns, labeled 'Cap Zero' and 'water filtration device', casting a shadow with a leaf-shaped pattern on a light gray surface.
Text overlay on a dark background with three points: 1. Capture the essence of the brand, 2. Be simple and easily recognizable, 3. Uniquely fit within competitive landscape.

PROJECT GOALS

The first step in any project is to sit down with the client and gain a deep understanding of what they are trying to achieve. After several phone calls and a few emails back and forth, the client and I landed on three main objectives for the visual identity. These objectives will shape the rest of the visual identity design process.

Billboard advertisement with a woman drinking water from a plastic bottle against a clear blue sky, with the text 'What's in your water?' and the logo 'cap zero'.
Diagram highlighting the benefits of eco-friendly practices, including words like sustainable, pure, clean, hydration, health, life, and recycle, connected with arrows to emphasize environmental and health benefits.

BRAND TRAITS

The next step in the design process involved identifying and documenting notable brand traits. This was achieved by carefully reviewing client materials, such as their pitch deck, and noting key words and ideas that stood out. Understanding the core concepts and terms that define a company is essential for establishing its visual identity, as the primary purpose of this identity is to capture and convey the brand's essence. The following are the words that exemplify the brand:

A white box with blue text and a logo, labeled 'cap zero water filtration device', sits on a round black foam pad against a blue background. The sunlight creates a shadow of the box on the foam.
Logo with water droplet icon, the word 'Brita' in large blue letters, the word 'Brita' with a dotted filter icon next to it, and the word 'PÜR' with a stylized filter icon replacing the letter 'I'.

COMPETITOR ANALYSIS

After documenting the written descriptors, the next step is to analyze the visual identities of other companies in the water filtration market. Ensuring Cap Zero’s brand identity aligns with this space will help consumers recognize and understand what Cap Zero has to offer. This comparative analysis is crucial for positioning Cap Zero effectively within the industry and making its unique value proposition clear to potential customers.

Bus stop with an advertisement that says, 'What's in your water?' and includes the Cap Zero logo.
Gradient color palette with shades of blue and white, labeled from top to bottom as 'Pure White', 'Krishna Blue', 'Livian Rain', 'Bauhaus Blue', and 'Night Dive'.

COLOR PALETTE

The final touch on the visual identity was developing a color palette for Cap Zero. This diverse range of colors will not only help better express the brand’s essence but also ensure compatibility, providing satisfactory contrast and legibility in any format and environment. This thoughtful selection of colors is essential for maintaining a cohesive and visually appealing brand presence across various media and settings.