GRAVITE ZERO is a dessert brand with low sugar and healthy product concept, focusing on light sweet French cake, light sweet taste and light texture, adding more pleasant and relaxing moments to people's daily life. Starting from the core brand keyword "light", we created a set of flexible and memorable visual identity for GRAVITE ZERO.
"Light" is a wonderful feeling. When people take their first delicious bite, they often feel like they're "floating" away from gravity and into an intracranial surreal space. We tried to translate this virtual feeling into a figurative expression, so that all the elements would have a state of being free of gravity and therefore floating. This state is randomly generated using processing programming technology, which constitutes an important step in the "design", allowing the brand language to be broken up and dynamically ascended until it is fixed into a static pattern of staggering, and then formed into a unified visual order when they are placed on different carriers.