PORTFOLIO PROJECT
Tributary Ice + Water. Clean from the mark up.
A filtered ice and water vending company needed a brand that could hold up on a billboard, a van, and a machine. All at once.
client
Tributary Ice + Water
Sector
Consumer goods / vending
scope
Brand identity, logo system, ICP discovery
team
Strategy lead, designer
The Brief
Chad Johnson had a clean concept — trusted water and ice, on demand — and a clear sense of what the business needed to feel. What he didn’t have yet was a mark that could carry that feeling everywhere the product lived: on the machine itself, wrapped around a vehicle, scaled to a billboard, and still holding its weight in a community conversation.
ScaleCraft took his parameters and built from the inside out. Before touching the mark, we started with discovery — defining who the customer actually is and what the brand needed to mean to them. That work surfaced three attributes that would anchor every design decision from there: Clean. Trusted. Responsible.
The identity system that came out of it had to work at full size and at a glance, indoors and out, alone and in motion. Every element — from the primary mark to the brand patterns — was built to that standard.
Deliverables
01
ICP discovery and brand attribute definition
02
Primary logo mark and full wordmark
03
Alternate lockups — horizontal, stacked, icon-only configurations
03
Brand color system — Tribute navy, Airy blue, Carbon, Pure
05
Typography system
06
Brand patterns — Ice Fractal, Hydration, Arabesque
07
Photographic and visual style direction
08
Applied mockups — billboard, van wrap, vending machine branding
Result
He took the idea to execution skillfully and without fuss.
Chad Johnson, Founder, Tributary Ice + Water