Discover the new visual identity for Spring & Tonic by Ricardo Chacoa, featuring botanical line illustrations and custom editorial typography.

For London-based public relations agency Spring & Tonic, designer Ricardo Chacoa established a sophisticated visual identity that addresses the tension between corporate credibility and organic freshness. The design direction deliberately avoids generic industry clichés, introducing a refined color system dominated by olive green, rich mustard, and clean cream. At the core of the system is a botanical illustration system composed of delicate vector linework that represents natural ingredients and organic motifs. These botanical details form a flexible graphic vocabulary, framing layouts, ornamenting brand collateral, and adding a tactile quality to the digital-first brand experience.

The Typographic Tension in a Modern Visual Identity

Typographic execution is driven by custom serif glyphs and balanced tracking, creating high visual contrast across both digital and physical platforms. The wordmark lockup exhibits careful letter-spacing, balancing the organic curves of the botanical motifs with structured, clean geometric letterforms. This visual identity utilizes a strict multi-column grid to anchor the layout system, allowing ample negative space to guide the reader through content cards, web modules, and digital layouts. Editorial scaling is clear, placing prominent headlines against compact metadata blocks to optimize typographic hierarchy. This editorial layout system ensures readability across diverse touchpoints, from responsive web pages to print collateral.

In the physical realm, this visual identity translates into a premium stationery suite, business cards, and branded merchandise like a custom cap. Ricardo Chacoa used high-fidelity presentations to highlight the brand's tangible assets, ensuring a memorable experience that communicates quality. By prioritizing bespoke vector geometry over stock templates, the visual identity projects a confident and modern outlook for the agency. The design system demonstrates how traditional branding principles can be unified with modern digital interfaces to construct a cohesive, enduring corporate presence.

See the full project by Ricardo Chacoa.