In a nutshell (pun intended), Joe has created a visual system
that tells / shows the brand’s story. The use of endless loops
in animation and video elements is associated with the value
of sustainable packaging. The composting process is a loop,
it creates circular economy, which also explains why there is
a lot of circular graphic elements in the visual system.

Next, Joe uses abstract organic elements, muted colors and
gradients, to symbolize the natural composting process
which occurs after you consume the product.

Photography is art directed in a specific way that shows a
nut escaping from the shell—rising above it. It's a metaphor
for escaping the norm.

Raising the dot of the letter “i” achieves several connotations
associated with the brand. It creates a visual representation
of the sun rising above the horizon (to create a straight
horizon, lowercase letters were used).

The simple logo animation shows this concept more clearly.
The vertical movement of the dot represents the passage of
time, from dusk to dawn. This reflects the idea behind the
name of the brand—a new day, a new beggining.

Finally, the last chapter is about packaging design.
Packaging must showcase the features that represent the
brand, but also what value / benefit it offers to a potential
customer. Packaging of the product is the most important
customer touch-point for the Osvani brand.

The packaging contains all the main components at once,
such as: logo, tagline, brand story, messaging, special
features (100% compostable), photography, and other parts
of the brand identity system.

A detailed analysis of the front and back side of the
packaging is presented below.