R. Lapid's Rebranding

by ZAP Admin
R. Lapid’s Rebranding
Rationale:
The logo was crafted as a nod to our past as we look forward to the exciting future. It has parts that remind us of our founders and their significant contributions that helped us achieve the success that we enjoy today. Our new design aligns with our goal to strengthen the brand as we enter a new golden era after 50 glorious years.
Form: The R. Lapid’s logo is a symbol of our commitment to offer premium quality products and the renewed vision to be world-renowned. The seven lines inside the R reminds us of our founder’s favorite number which also represents good fortune. The RL monogram has a hidden number 1 drawn on the left side of the letter R as a reminder that there’s only one true pioneer for premium chicharon. Both letters were drawn closer together to symbolize stronger connection through unity.
Color: The colors bright green and bright red give a fresh update to our identity while acknowledging our brand’s heritage. We looked at the history of the brand and we found out that the R in the monogram used to be rendered in red. It was a combination of our founders’ favorite colors—red for Rey and green for Violeta. While the R in the current monogram used green, we chose red for the next evolution as it helps the R stand out and stand apart amongst the other brands that try to emulate us. We added the color radiant gold to remind our people about striving for excellence. It is also used to highlight the premium quality of our products. The use of the deep emerald helps create an elevated image for our brand while strengthening the logo in its brighter shade.
Type: The wordmark “R. Lapid’s” uses a modern slab-serif typeface to express a classic look as it also references how our logo evolved over time. Our previous word mark was rendered in all capitals which resonated with the older generation. It is now capitalized in title case to present the brand with a classic yet more welcoming image especially to a younger audience. The strapline is rendered in a different serif typeface to create distinction and contrast in the layout.
New Strapline: The new strapline “Premium Chicharon—Since 1974” is added below the wordmark to always remind people that what we offer is special and reinforce our credibility as a pioneer.
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