From Logo to Label: Building a Complete Brand Identity for U B MARKET
Some projects start with a single request and grow into something much larger. U B MARKET was exactly that kind of project — what began as a logo design turned into a full-scale brand identity that now spans a trademark, product packaging, and a website concept.
In this case study, I'll walk through each stage of the project: from the corporate logo to the Star Food trademark, the sunflower oil label designed for EU compliance, and the website design that ties everything together.
The Client
U B MARKET LTD is a European food trade company based in Varna, Bulgaria. The company specializes in international wholesale of food products — sunflower oil, sugar, dairy, and more — exporting to over 12 countries across Europe.
When they approached me, they needed more than just a logo. They needed a complete visual identity that could work across product packaging, legal documentation, marketing materials, and digital platforms.
Stage 1: The Corporate Logo
The foundation of any brand identity is the logo. For U B MARKET, the color palette was chosen to reflect the company's international character and its presence across European markets.
Several concepts were developed during the design process:
- A flat-style version — minimalist, clean, and universal
- A volumetric 3D-style version — more dynamic, with depth and a modern feel
- Additional compositional variations with different shapes, accents, and proportions
Each concept went through discussions and refinements to capture the company's character and market positioning as precisely as possible.
The interesting outcome: after a full month of revisions, testing different directions, and comparing alternatives, the decision was made to keep the very first version of the logo. It turned out to be the most harmonious, balanced, and true to the brand's spirit — despite all the alternatives explored along the way.
This is something I see regularly in design work: sometimes the first intuition is the strongest, but you need to explore other options to confirm it.
Stage 2: Star Food — The Trademark
Creating the Star Food brand was a more complex task than simply designing another logo. The goal was to develop a visual mark that could scale across a wide range of consumer products — and be prepared for trademark registration with a legally precise description.
The core challenge: Star Food was conceived as a universal trademark under which the company could release mass-market food products. The logo needed to be:
- Easily readable and recognizable
- Adaptable across different product categories
- Simple enough for legal description and registration
- Flexible for future visual updates
The evolution: Early concepts included a version with a red ribbon element, designed to add contrast, dynamism, and a stronger association with food products. However, during the preparation of the legal description for registration, a significant challenge emerged — such an element required an overly detailed and cumbersome legal description, which could complicate the trademark protection process.
The strategic decision was made to keep a classic, more concise logo design that:
- Is simpler to describe in documentation
- Is easier to register as a trademark
- Remains a universal foundation that can be developed and supplemented depending on future product lines
Stage 3: Sunflower Oil Label
The Star Food logo was first applied to the packaging of sunflower oil — the company's flagship product released under its own brand. This became the starting point for expanding the product line.
The label design had to meet several strict requirements:
- EU regulatory compliance — all mandatory information, nutritional facts, and certifications
- Multilingual text — product information in multiple European languages for different export markets
- Non-GMO certification display — prominently visible on the packaging
- Visual consistency with the Star Food brand — the minimalist logo style had to translate seamlessly to a physical product
The chosen minimalist style of the Star Food logo allowed it to be organically adapted across different packaging formats and marketing materials — from 1L bottles to 5L containers.
Stage 4: Website Design Concept
The final piece of the identity puzzle was the website. I developed the design concept and color scheme for ub-market.com — a B2B-oriented platform showcasing the company's products and capabilities to international wholesale buyers.
Key design decisions:
- Professional B2B structure — clear product categories, certifications section, logistics information, and partner workflow
- Multilingual interface — serving buyers from Greece, Poland, Germany, and other European markets
- Visual continuity — the website's color palette and typography continue the brand style established in the logo and packaging
- 6 product categories presented: sunflower oil, frying oil, sugar, high-oleic oil, dairy products, and mayonnaise
The website design ensures that a wholesale buyer from any European country can immediately recognize the visual connection between the Star Food products they see on shelves and the company behind them.
The Complete Picture
What started as a logo request became a comprehensive visual identity delivered across five directions:
- Corporate logo — U B MARKET LTD identity
- Star Food trademark — scalable product brand with legal registration
- Product label — EU-compliant sunflower oil packaging
- Website design concept — B2B platform with brand continuity
- Brand guidelines — consistent visual language across all touchpoints
This is the kind of project I find most rewarding — when every element connects to create a cohesive system that works across physical products, digital platforms, and legal documentation.
Looking for a complete brand identity for your company? From logo and packaging to website design — I create visual systems that work across every touchpoint. Get in touch to discuss your project.
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