fill

filling a bottle

FILL is a range of refillable eco cleaning products based in Northamptonshire, England. Since the company was founded in 2015, Eleonora Marton, an Italian author and illustrator based in London, has been designing this cute hand drawn brand identity.

My good friend, the super cool & totally brilliant Ele’s an Italian author & illustrator based in London who also interprets my madcap ideas to make the artwork, illustrations & designs for Fill better than we could hope for. Ele’s illustrations are drawn by hand using brush & ink. They are simple, bold and imperfect. We wanted Fill to look like nothing else out there & communicate refill intuitively. Five years ago, when I first showed her the scribbled logo I had in mind, she got it right away and made it into something I was convinced must already exist (it didn’t!) We went back & forth a few times on how full the bottle should be but we’ve agreed on every design decision since — except perhaps my lifelong obsession with wanting to add 60s Bob Dylan beatnik sunglasses to everything!
— Fill Instagram post

Thoughts

If there is someone who doesn’t like this logo, I would like to see them! That’s how perfect this logo is. Nothing better idea than this one —filling a bottle. The hand drawn illustrations and typography are not only appropriate for an eco-friendly brand, but also have a sense of urban-natural life style. Personally, I often go to organic supermarkets and bulk shops (in France) so would love to see it in future!

More on Eleonora Marton project page