VITACLAY

A rebrand crafted by ancient wisdom

VitaClay design and manufacture multifunctional clay cookers that combine traditional materials from ancient China with modern technology. Our brief was to rebrand the business – highlighting what made the products unique and helping the brand stand out in an increasingly competitive market.

WHAT WE DELIVERED

— Brand Identity
— Guidelines
— Copywriting
— Packaging
— Photography
— Website Design
— Literature
— Illustration
— Event Design
— Social Media
— Animation

A detail Image showing the terracotta lid, a key selling point for the Vita Clay slow cookers.

Smart Thinking

Drawing on the heritage and health benefits of traditional clay cooking to tell a more authentic brand story.

Bold Design

An identity inspired by artisanal maker’s marks – simple, distinctive and rooted in craftsmanship.

Secondary VitaClay logo on different branded colour backgrounds.
Product photography showing an exploded view of a Vita Clay slow cooker used on sales material and product packaging designs.

BACKGROUND

Unlike other pressure cookers, crock pots or slow cookers, VitaClay products are crafted from unglazed Zisha clay. This natural material, formed over thousands of years in the lake beds of southern China, is prized for its nourishing qualities. Historically favoured by emperors for promoting health, wellbeing and longevity, Zisha clay is finely textured and slightly porous, and has none of the toxins often found in metal cookware and non-stick coatings.

Full style guide designed detailing Vita clays vision and values along with how to use the brand assets, colour palettes, logos, fonts, icons, product photography and detail exploded photography.

THE IDEA

The idea was inspired by the ancient craft of clay making and in particular, maker’s stamps. Used as a way to authenticate and brand pottery, it provided the perfect starting point for rebranding the business. The logo adds an artisanal flourish, giving VitaClay the style and quiet confidence it needs to stand out in a sea of hi-tech kitchen gadgetry. Stacking it vertically also gave a subtle nod to its Chinese provenance.

Montage of studio photography showing the product and cooking results using a Vita Clay slow cooker. Final Images used on various printed materials including exhibition graphics and packaging design.
Three Vita Clay products photographed in our in-house studio. Exploded view to show the unique terracotta clay inner and lids helping to provide a healthier meal.
Packaging renders showing a Vita clay Multi Crock Pot and Rice Slow Cooker.
In house product photography including food styling and set design.

ROLLOUT

To highlight the importance of clay in the products, we developed a warm, earthy colour palette inspired by the natural tones of the material itself. This was complemented by a bespoke illustration of the Chinese mountains where the clay originates. Alongside the new identity, we created comprehensive brand guidelines, packaging designs, event materials to launch the products, social media assets, and a suite of food photography – styled and shot in our in-house studio.

Vita clay social media design and photography.
Vita clay social media design and photography.

Where next?