Brand Corporate Identity [Task 3 : Positioning & Identity]
28.10.2024 - 18.11.2024 / week 6 - week 9
Sheryne Axellia Putri / 0367267 / Bachelor of Design (Honours) in Creative Media
Brand Corporate Identity
Task 3
LECTURES
All lectures are documented in Task 1
INSTRUCTIONS
Figure 1.1 Week 6 (28/10/2024) Module Information Booklet.
Task 3: Positioning & Identity
Design relevant applications (business card, letter-head & continuation sheet, invoice) using the logo created whilst guided by the framework identified in the mood board. Design at least 4 collaterals (t-shirt, tote-bag, lapel pins, product packaging etc.), design its digital presence (websites, social media) apply identity as environmental graphics and in simulations (signage, shop front, reception desk) as applicable.
Submission:
Figure 1.2 Week 6 (28/10/2024) Submission required for task 3.
1. PROGRESS
1a) Ideation
For my stationery design, I envision a clean and sophisticated aesthetic that strikes a balance between formality and tranquility. I plan to incorporate my brand’s color palette throughout the design, additionally, the back cover will feature a subtle pattern from my logo, enhancing the overall elegance of the stationery while maintaining a professional appearance.
As I brainstormed the products to include in my collateral, several ideas began to take shape in my mind. First I envisioned a tea package, featuring infused eucalyptus tea designed specifically for relaxation. Additionally, I considered the concept of a portable tea travel set, allowing people to enjoy their favorite brews on the go.
To complement the tea offerings, I thought about including a bar soap, essential oil roll-ons packaged together inside a tin can, and a tote bag. Throughout this process, I am committed to ensuring that the packaging of my products reflects an eco-friendly ethos, aligning perfectly with my brand’s dedication to nature and wellness. This approach will resonate with customers seeking products that are both luxurious and sustainable.
My main inspiration for how my collateral products and design is spa products that could also be seen as medicine. I then began to combine my ideas, visual references, and sketches into one PPT.
- Ideation result
Figure 1.3 Week 6 (28/10/2024) Ideation.
1b) Digitalization
Corporate Stationery
After receiving feedback from Ms. Lilian, she emphasized the importance of maintaining the integrity of my logo design in all my stationery and collateral materials. She made it clear that I should not distort or alter the logo in any way. However, she approved of using a patterned background for these items, which offers some creative flexibility while still adhering to the branding guidelines.
I began to continue on working my stationery and collaterals for the next week.
Figure 1.4 Week 7 (28/10/2024) The making of the business card.
- Business card
Figure 1.5 Week 7 (28/10/2024) business card #1.
The first design features a simple yet professional layout with dark greens and light brown, from Eucal’s brand primary colors. The emphasis is on the front of the card, with the wordmark and logomark in embossed effect from photoshop. But when I look it from afar the logo is not quite that clear or readable.
Figure 1.6 Week 7 (28/10/2024) business card #2.
The second design use light green rather than the brown color. The brand name remains prominent, with the tagline "we provide" placed at the back of the card. Like the first design, I used the round arch shape from my logo but with different size of the margin.
Figure 1.7 Week 7 (28/10/2024) business card #3.
The third design takes a more simple approach, I used my brand color to make the background looks like it is split into different section.
- Letterhead
Figure 1.8 Week 7 (28/10/2024) Letterhead #1.
This letterhead design was chosen because Ms. Lilian said it works for my business card. The light brown and dark green split into different sections can be used for my stationery designs.
Figure 1.9 Week 7 (28/10/2024) Letterhead #2.
The two straight lines from the logos are from my logo's round arch, which I thought could be used for my stationery design.
- Envelope
Figure 1.10 Week 7 (28/10/2024) Envelope #1 & #2.
It's better for the inside of my envelope to use a dark green color pattern from my letterhead. My logo should not touch the lines, and I need to add information about my brand onto my envelope.
- Invoice
Figure 1.11 Week 7 (28/10/2024) Invoice #1.
This is the chosen design, but I still need to make some adjustments. It shows that I have too many hierarchies, and I need to ensure the green box matches my letterhead for the additional information about the brand. This way, my stationery will be cohesive.
Figure 1.12 Week 7 (28/10/2024) Invoice #2.
I really like the translucent green box in the table design, so I will add that to my final invoice design.
Figure 1.13 Week 7 (28/10/2024) Layout.
Collaterals
- Bar soap
Figure 1.14 Week 8 (04/11/2024) Front design for the soap packaging.
Since my feedback last week indicated not to distort my logo, I ensured it remained unchanged. I also added descriptions about what the product is about. Additionally, I incorporated the eucalyptus leaf element from this website and later edited the colors and hue.
- Tea box
Figure 1.15 Week 8 (04/11/2024) Tea box design #1.
I have two ideas for my tea box, which is why the two tin cans have different designs. The most notable differences are that the can on the right uses a light green color for the box, while the one on the left uses brown. Additionally, the shapes of the sticker packaging are different.
Figure 1.16 Week 8 (04/11/2024) Tea box design #1.
Figure 1.17 Week 8 (04/11/2024) Tea box design #2.
I remove some parts of the leaves and change the background color to light green, while ensuring it matches my soap packaging.
Figure 1.18 Week 8 (04/11/2024) Tea box design #3.
I didn't like how the second one looked when I placed it onto the mockup because it appeared too flat in my opinion, so I changed the shape to be a round arch.
Figure 1.19 Week 8 (04/11/2024) Tea box design #3.
- Candles
Figure 1.20 Week 8 (04/11/2024) Candle design.
Figure 1.21 Week 8 (04/11/2024) Candle mock up.
- Tote bag
Figure 1.22 Week 8 (04/11/2024) Tote bag design (failed).
I envision the tote bag as a bag that can be used every day. To achieve this, I made a new design a new motif or pattern for the tote bag, as the current design does not align with my original vision.
Figure 1.23 Week 8 (04/11/2024) Final tote bag design.
After trying different outcomes, I finally found a pattern from my logo that I think would be fitting to use in daily life. I also thinking of making another tote bag design that uses my overall logo.
Environmental Graphics
- Shop signage
Figure 1.24 Week 8 (04/11/2024) Window mall signage.
Initially, I envisioned my shop's signage being displayed on a window of a mall. However, after some reflection, I realized that this approach felt as though something was lacking in that concept. To enhance the aesthetic and create a more cohesive look, I decided to make the building to be green.
Figure 1.25 Week 8 (04/11/2024) Window mall signage.
Even after transforming the building to be green, I'm still not satisfied with it. So, I decided to change my environmental graphics to a shop sign instead. I found a sign that features leaves in the background. However, I will still use this mock-up for my Instagram post as my digital presence.
Figure 1.26 Week 8 (04/11/2024) Shop signage.
- Retail Store
Figure 1.27 Week 8 (04/11/2024) Retail mock up.
I found the perfect shop front that could be seen as selling spa essentials. So, I took this picture and turned the building green.
Figure 1.28 Week 8 (04/11/2024) Retail mock up progress.
Figure 1.29 Week 8 (04/11/2024) Retail mock up progress #2.
The upper section of the building was too short to accommodate my logo, so I took the initiative to extend it. This adjustment allowed me to create enough space for my logo to fit properly, ensuring it stands out and looks visually appealing.
Figure 1.29 Week 8 (04/11/2024) Retail mock up progress #3.
I asked my friend for her opinion on how my logo would appear when placed on the shop front. She suggested that I should consider using my wordmark since there was still some horizontal space that needed to be filled, and I found her advice quite sensible. Taking her suggestion I decided to create two different versions of the logo to explore how they would look in that setting.
Figure 1.29 Week 8 (04/11/2024) Retail mock up progress #4.
- Outdoor Signage
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I want to share informative content about eucalyptus, highlighting its unique properties and benefits. To further enhance the experience, I have included contact details for the shop, making it easy for customers to reach out for more information or inquiries.
Digital Presence
Figure 1.31 Week 8 (04/11/2024) Instagram post #1.
I created two posts for the EUCAL Instagram account. The first post is a carousel, designed to educate consumers on how to use EUCAL's body wash effectively. The second post is a visual element, intended to capture attention and promote brand awareness, but without any specific instructional content.
Figure 1.32 Week 8 (04/11/2024) Instagram post #2.
Figure 1.33 Week 8 (04/11/2024) Instagram mock up.
- Website
The website will consist of three sections: a call-to-action button, information about the brand, and product details. The footer will also include social media links and other contact information.
Figure 1.34 Week 8 (04/11/2024) Website progress.
2. FINAL OUTCOMES
- Brand Positioning
Figure 1.35 Week 8 (04/11/2024) EUCAL brand positioning PPT slides.
- Corporate Stationery (Artwork)
Figure 1.36 Week 8 (04/11/2024) Business card (artwork).
Figure 1.37 Week 8 (04/11/2024) Letterhead (artwork).
Figure 1.38 Week 8 (04/11/2024) Envelope (artwork).
Figure 1.39 Week 8 (04/11/2024) Invoice (artwork).
- Corporate Stationery (Mock up)
Figure 1.40 Week 8 (04/11/2024) Business card (mock up).
Figure 1.41 Week 8 (04/11/2024) Letterhead (mock up).
Figure 1.42 Week 8 (04/11/2024) Envelope (mock up).
Figure 1.43 Week 8 (04/11/2024) Invoice (mock up).
- Collateral (Artwork)
Figure 1.44 Week 8 (04/11/2024) Tote bag (Artwork).
Figure 1.45 Week 8 (04/11/2024) Candle & Tea box package (Artwork).
Figure 1.46 Week 8 (04/11/2024) Soap package (Artwork).
- Collateral (Mock up)
Figure 1.47 Week 8 (04/11/2024) Tote bag (Mock up).
Figure 1.48 Week 8 (04/11/2024) Tea box (Mock up).
Figure 1.49 Week 8 (04/11/2024) Candle (Mock up).
Figure 1.50 Week 8 (04/11/2024) Soap (Mock up).
- Environmental Graphics (Artwork & Mock up)
Figure 1.51 Week 8 (04/11/2024) Outdoor signage (artwork).
Figure 1.52 Week 8 (04/11/2024) Outdoor signage (Mock up).
Figure 1.53 Week 8 (04/11/2024) Retail shop front (Mock up).
Figure 1.54 Week 8 (04/11/2024) Shop signage (Mock up).
- Digital Presence (Artwork & Mock up)
Figure 1.55 Week 8 (04/11/2024) Instagram account (Mock up).
Figure 1.56 Week 8 (04/11/2024) Website (Pdf).
Figure 1.57 Week 8 (04/11/2024) Website (Mock up).
FEEDBACK
Week 7
- General Feedback: For submission brand positioning, identity, and reference on one slide. For the target audience, explore four segments. Create a mockup of all your corporate stationery. Letterhead: Provide one example as a blank template, and two examples featuring letters that demonstrate how to layout the information effectively. For your Instagram feed, post mockups of your collaterals/stationery or just showcase using typography.
*Notes:
Brand Value in Business: Explain why this brand stands out as the better option.
Brand in Design: Discuss how the design reflects the brand's identity.
Brand Value: Emphasize quality as a potential unique selling proposition (USP).
- Specific Feedback: Based on the sketches I presented to the lecturer, I should not expand or modify my logo design to ensure it fits properly on the stationery and merchandise. I can use the pattern for the back cover. Additionally, utilizing only the typography allows for a variety of design options.
Week 8
*ILW
Week 9
- Specific Feedback:
- Use a font size of 7 pt for body text, and consider 8 pt for numbers.
- Set the letterhead to 12 pt font size.
- Manage the visual hierarchy effectively.
- The chosen design is the one labeled "h."
- For the logo, separate the wordmark and brandmark. Use Arial for the subheading.
- Ensure that the logo on the envelope does not touch the borders; it must have clear space around it.
- Include all necessary information on the envelope.
- Manage consistency throughout the design.
REFLECTIONS
Experience
This task has been quite a challenge for me, leaving me feeling overwhelmed at times. However, I’m relieved that I managed to submit everything on time. A significant factor that contributed to my slow progress was the creation of the application. I wanted to take extra care to ensure that they accurately represented my logo design, capturing its essence and intent. This level of attention to detail took more time than I initially anticipated, but I felt it was essential for conveying my vision effectively.
Observation
In preparing my collateral packaging, it is essential for me to maintain a sense of consistency throughout. I realized that I had been overly focused on exploring various brands, each with their unique and often divergent packaging designs for their products. This exploration made me consider that achieving consistency in my own packaging process could actually be less complicated than I initially thought. By streamlining my approach, I can create a cohesive look that reinforces my brand identity and simplifies the overall design process.
Findings
I discovered that each design element and detail serves a specific purpose and is intricately linked to the overall brand story. The importance of brainstorming our brand concepts before diving into the design process. Engaging in mind mapping during the previous task deepened my connection to my brand, allowing me to explore its essence and values more thoroughly. This process not only clarified my vision but also significantly influenced the design, making it feel more cohesive and aligned with the brand’s narrative.
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