Client: Camu C
Design: Pentagram
Year: 2021
Font in use: Good Girl
Pentagram partner Marina Willer and team designed a visual identity for Thai soft drink brand Camu C with Good Girl as its main typeface. Marion Bisserier, Good Girl’s designer, collaborated on the project typography.
Camu C takes its name from Camu Camu, an Amazonian berry fruit that resembles a cherry and has one of the highest Vitamin C levels in the plant world. Considered to be a superfood, it can be added to food and drinks as a health supplement.
The team’s aim was to celebrate the health benefits of drinking Camu C while appealing to its young and health-conscious audience. The confident typographic approach features a curvy Camu C logo made from a customised version of the typeface Good Girl. The tone of voice and use of typography plays with the fresh and fun feel of the brand.
Colour plays a key part in the brand identity, with a vibrant colour palette composed of pinks and greens, inspired by the Camu Camu berries and their leaves.
