Madaga visual identity

New visual identity for manufacturer of organic baby and toddler meals.

• Strategy (concept)
• Art direction
• Execution

Madaga guides and inspires daycare centers in their journey of discovering the world of healthy foods with their kids. In this way they encourage children to taste everything and develop their taste from an early age. The experience of the child is central to this. They believe that you should involve children early in preparing food so that they develop a healthy relationship with food.

the question


Madaga has grown from start-up to scale-up in a short time. They therefore asked us to develop a new and fitting visual identity that could easily be translated into their website, brochures and social media channels.

our translation


As the starting point for the development of the concept we used the story of Madaga’s founder Ingrid Keller Cayet. As a child she was introduced with different vegetables and flavors in the kitchen garden of her grandmother. By using the vegetable garden as a basis, we have remained close to the core of the brand. Madaga now tells her story through the concept 'from seed, to preparation, to the plate, from the experience of the child'. The concept serves as a visual umbrella for all communications, under which they are all connected.

A direct translation of this visual concept is our design for the Madaga website. The four shades of green that you see here are inspired by the colors of the vegetable garden. The accompanying mood and product shots were also made by us.

the details


As part of the renewed visual identity, the Madaga logo has been turned into a new fresh and contemporary color. A soft green that stands out yet remains subtle.

Graphic elements (such as the colored circles and illustrations) always have light imperfections and feel hand-drawn. This gives more playfulness to the design, which characterizes Madaga as a brand.

More information about Madaga can be found on their website: Madaga.nl


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