<-
Back to Projects.
Cerve
Year
2024
Industry
Food & Beverage
Scope of work
Framer, Custom Typography, Brand System
Timeline
5 weeks
The Brief
Cerve is a premium beverage brand entering a crowded market. They came to AGR Studio with a product and a name — but no visual identity, no brand guidelines, and no digital presence. Everything needed to be created from scratch: logo direction, typography system, color palette, visual tone, imagery guidelines, and a launch-ready landing page.
The challenge wasn't just making something that looks good — it was creating a brand system flexible enough to work across packaging, social media, point-of-sale materials, and digital, while distinctive enough to stand out on a shelf next to established competitors.
Discovery & Strategy
Brand Positioning
We conducted a competitive audit of 25 beverage brands in Cerve's market segment. Three patterns emerged: pastel-and-minimal (the "wellness" look), bold-and-loud (the "energy" look), and heritage-and-craft (the "artisan" look). Cerve needed a fourth lane — sophisticated without being sterile, confident without being aggressive.
We developed three mood boards representing different positioning options, each with typography samples, color explorations, and reference imagery. Cerve's founders gravitated toward the direction that felt most premium: rich tones, refined typography, and photography that emphasizes texture and materiality.
Design Approach
Visual System
The final brand system centers on contrast: dark and warm color palette against clean white space, a serif display typeface paired with a modern sans-serif body, and photography that uses dramatic lighting to elevate the product. The logo mark is simple and geometric — designed to work at 12px on a web favicon and 12 inches on a shelf talker.
We created comprehensive brand guidelines covering: logo usage (clear space, minimum size, co-branding rules), typography hierarchy (5 levels from display to caption), color system (primary, secondary, accent, and neutral palettes with accessibility ratios), and photography direction (lighting, composition, color grading standards).
Development & Build
Landing Page
The landing page serves as both a digital introduction and a sales tool. It follows a narrative structure: Hero (product beauty shot with value prop), Story (brand origin and philosophy), Product (features and ingredients with interactive reveals), Social Proof (press mentions and early reviews), and CTA (purchase pathway or retail locator).
Every section uses the brand system's components — the same typography scale, color tokens, and spacing system defined in the guidelines. This makes the landing page a living example of the brand in action, and ensures any future pages maintain consistency.
Results & Impact
Brand Launch
Cerve launched with a cohesive brand presence across digital, packaging, and retail. The brand guidelines gave their team and external vendors a clear playbook for maintaining consistency as they scaled. The landing page served as the centerpiece of their launch campaign, driving early adopter signups and retail partner interest.
Book an intro call
Time to get introduced and explore how AGR Studio can help you
Do you prefer email communication?
artyum@agr.studio
For instant messaging:
Frequently
asked questions
Let's talk about your idea.
Offices
Ashdod, South District
77456
Israel
1111B South Governors Avenue
Dover, DE 19904
United States
