Case Study | Cornucopian Capital

The Challenge

Early Concepts:

Cornucopian Capital faced a significant branding challenge within the competitive landscape of investment firms focused on health and sustainability. The company needed a brand identity that separated them from the prevalent use of green color schemes and repetitive seedling imagery amongst their competitors, but also a visual system that encapsulated their deep commitment to advancing human health through revolutionary food science.

Five early ideas for the Cornucopian Capital logomark, shown in white on a black background.

The Solution: The Colors of Humanity

To carve a unique path in a crowded market, we focused on colors and imagery that evoked humanity and the personal impact of Cornucopian Capital’s investments. We selected a color palette that reflects the various facets of human life and health. The palette consists of warm, rich, and vibrant tones, suggesting diversity and vitality. These colors stand in stark contrast to the typical green tones and plant imagery used by competitors, positioning Cornucopian Capital as a firm truly focused on the end user.

Inspiration

A major breakthrough in this project came from the concept of natural parallels — a visual strategy that draws insightful connections between human biology and food structures. 



We developed a series of striking visual parallels that included:

Extreme close-ups of human skin and honeycombs next to each other, on a half pink, half coral background.

Honeycomb and Human Skin

A close-up of a honeycomb was paired with a similar pattern found on the surface of human skin, emphasizing the intricate systems that operate both within us and in the food we consume.

Extreme close-ups of peach fuzz and human skin with goosebumps and tiny hairs sticking out

Peach Fuzz and Human Hair

A detailed image of the fine hairs on a peach mirrored against an image of human skin hairs standing on end, highlighting sensory responses and textural similarities.

Extreme close-up of a blue human eyeball with hazel center and small pupil, and a blue and yellow nebula in space

Eye and Galaxy

A close-up of the human eye was juxtaposed with an image resembling a far-off galaxy, suggesting the vast potential and complexity of human vision and perception, akin to the exploratory nature of Cornucopian Capital’s investments.

An angular tilted layout of pages from the Cornucopian Capital brand guidelines

Outcome & Conclusion

The rebranding initiative was met with enthusiastic approval from Cornucopian Capital and its stakeholders. The innovative use of imagery and color not only distinguished Cornucopian Capital from its peers but also deeply resonated with their target audience, drawing clear lines between their investment focus and the universal principles of biology and interconnectedness.

This strategic overhaul resulted in a measurable increase in brand recognition and engagement from potential partners and investors. The visual strategy enhanced the firm’s narrative, allowing it to communicate its unique philosophy and investment approach clearly and effectively.

In conclusion, Quartermaster’s branding solution for Cornucopian Capital illustrates the power of thoughtful design and strategic positioning in distinguishing a brand in a heavily saturated market. This case study underscores our commitment to delivering impactful and meaningful branding that not only captures the essence of our clients’ missions but also drives their business forward.

Four open book pages showing various designs created with the final Cornucopian Capital branding, in maroon, dark blue and beige
Four phones in a row showing various pages from the new Cornucopian Capital website, demonstrating its successful design across multiple device sizes.
Several oranges filling the frame completely with text overlaid that says ‘Building a human-driven tomorrow.
Two phones next to each other with different pages from the Cornucopian Capital website, and a different page from the website shown at a larger size.
A display of the Cornucopian Capital branded letterhead, on top of a branded folder, with dark purple envelopes.