Cornucopian Capital
- Market research
- Competitive analysis
- Brand design
- Website design & development
- Collateral design & production
- Environmental design
We were approached by Cornucopian Capital, an investment firm specializing in the intersection of food science and human biology, to create the firm’s first brand identity. Cornucopian Capital’s mission is to foster global health advancements by investing in consumer packaged goods (CPG) companies dedicated to improving the world’s food systems.
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.
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:
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.
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.
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.
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.