Citrus AI – identity and strategy

https://antongolev.com/en/cases/citrus

What does the word “citrus” conjure up for you? Freshness, lightness, vivacity and bright emotions – this is how we imagined the CITRUS app’s identity, on which we worked for several months.

CITRUS is a unique photo editing application with completely new approach to functionality. Instead of the complex and varied tools you’re used to in Adobe Photoshop and Lightroom, CITRUS has a universal solution for everyone. With just a single touch, your photos get high quality and user-specific enhancements. How is this possible? Artificial Intelligence is able to “analyze” previous photos and independently select the tools to up-grade them to turn fuzzy images into high quality and bright ones in less than 5 seconds. Inspiring, isn’t it?

Due to our professional activities, we know exactly how painstaking and time-consuming the processing of each photo can be, so we are well aware of how difficult it is for novice users to cope with popular photo editors. Yes, everyone knows about them, but only a few know how to use them. The variety of editing tools and opportunities for non-professionals is very difficult to understand. The CITRUS project will be a real breakthrough in photo editing, the product out of the box that will definitely win popularity! And we had to convey the concept of the brand accurately and clearly.

We had the task to reflect through visual images the idea of simplicity, freshness, absolutely atypical for known photo editors. We wanted to show that something light and fresh can be serious and really surprising. 

For CITRUS, we developed a social media identity and design using Instagram as an example. We used the idea of a graphic reflection of the emotional content of the word “citrus”. It’s very “tasty” and “juicy”, and for each person it has its own, but uniquely pleasant, invigorating and energetic message. We went further and combined this idea with the objectives of the application. That is, the effect of processing the photo was intended to invigorate the user just as much as the visual images.

We pay special attention to the selection of the brand’s palette. We used four colors in contrast with black: orange and yellow as an image of the fruit pulp, and rich green and lime as prototypes of the petals. We managed to make the simple and memorable image of an orange with a leaf holistic and associative. 

The project is in the implementation stage, and we are confident that a great future awaits it!