ilili

Food & drinkView case studypentagram.com

Repeated upright forms make the short name visually rhythmic. Small geometric devices and generous margins connect brand stories with food imagery.

Identity work by Pentagram. Selected images from the linked case study, reviewed 2026-09-09. Study the published design; consult the brand’s current guidelines for authorized usage.

Wordmark on photography

Brand storytelling

Case-study images reviewed · 2026-09-09Open full image ↗

Wordmarks

Why this pattern works

Study the wordmark, tagline, and narrative layout.

Design notes

Logo: Repeated upright forms make the short name visually rhythmic.
Color: Cobalt blue, cream, and small gold accents carry the identity.
Type: Expressive serif text complements the narrow wordmark.
System: Small geometric devices and generous margins connect brand stories with food imagery.
In use: Study the wordmark, tagline, and narrative layout.
Don't: Study the principles and develop an original identity. Do not copy these logos, proprietary typefaces, illustrations, or claims. These are selected images from a published case study; current brand guidelines, asset licenses, and real-world performance have not been verified.

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Prompt text

# My brand
[Describe the brand, its audience, personality, and required applications]

Task: Write a branding brief with positioning, audience, logo direction, typography, color roles, applications, and acceptance criteria.

Tool: Any AI tool. Use its available design capabilities and state any limitations.

# Branding reference: ilili
Source: https://www.pentagram.com/work/ilili
Design credit: Pentagram
Swipefile reference: https://swipefile.design/ref/brand-ilili/
Reviewed: 2026-09-09. Selected designer-published case-study images, not current official brand guidelines or a reusable asset license.

## Objective
Develop an original visual identity for my brief. Study the relationships between logo, type, color, and applications in this reference. Do not reproduce the referenced logo, name, distinctive artwork, or proprietary assets.

## Design observations
- logo: Repeated upright forms make the short name visually rhythmic.
- color: Cobalt blue, cream, and small gold accents carry the identity.
- typography: Expressive serif text complements the narrow wordmark.
- system: Small geometric devices and generous margins connect brand stories with food imagery.
- applications: Study the wordmark, tagline, and narrative layout.
- dont: Study the principles and develop an original identity. Do not copy these logos, proprietary typefaces, illustrations, or claims. These are selected images from a published case study; current brand guidelines, asset licenses, and real-world performance have not been verified.

## Deliverables and checks
- Begin with the audience, positioning, personality, and required applications in my brief. Label assumptions.
- Explain two or three distinct identity directions before selecting one. Connect each decision to the brand's purpose.
- Define an original logo concept, wordmark and symbol relationships, typographic hierarchy, palette roles, and a consistent graphic system.
- Show how the system works on the relevant touchpoints: packaging, stationery, signage, social, or digital products.
- Draft practical guidelines for clear space, minimum size, background contrast, one-color and reversed marks, type usage, and layout. Validate proposed measurements in the actual artwork.
- Use appropriately licensed fonts and original or licensed imagery. Supply editable vector artwork when the tools support it; distinguish a concept from finished production files.
- Check small-size legibility, color accessibility for text, visual consistency, and print versus screen requirements. State what was reviewed and what still needs testing.

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