Tolli
Lunchware Brand Identity System
A self-initiated identity for a lunchware concept — insulated drinkware, bento boxes, and everyday food carriers for people who care how their daily objects look and feel. The goal: a wordmark and system that feel warm and approachable without tipping into childish territory — comfortable on a steel tumbler, a packaging insert, or a storefront poster, all without losing character.
Brand Overview
- Mission
- Thoughtfully designed lunchware that combines functionality, durability, and modern aesthetics for everyday lifestyles.
- Vision
- A trusted lifestyle lunchware brand that makes daily meals more organized, stylish, and enjoyable through minimal design.
- Goal
- High-quality lunch boxes, bottles, and essentials that add convenience while building a recognizable, customer-focused brand.
Brand Personality
The Identity
A grounded lowercase wordmark with a symbol embedded in the “o” — a half-circle that reads as both a smile and a bowl. The full logo system covers variations, backgrounds, clear space, scaling, the standalone mark, app icons, and favicon.
Colour & Type
Brand Pattern
Stationery
In the Wild
The system tested across surfaces and scales — product, apparel, signage, and social — to confirm it holds from a snack bowl to a storefront.
The Result
A quiet, confident brand mark that works across scales — small enough to read on a water bottle, bold enough to anchor a storefront poster.