Brand Development Guide
CONTENTS the company /1 company history /3 name brainstorming /4 philosophy /6 naming ideas /7 contemporary references /8 historical references /10 type explorations /12 logotype development /13 final logotype /14 collection logotype /15 color palette /16 mark /17 color mark/18 secondary type /19 image style /20 brand applications /21
COMPANY
My start-up manufactures handmade soap with the smell of nature
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HISTORY
The company was founded in 1990 by Aya Naim in France. Her parents who emigrated from Morocco in the 1960’s opened in France a spice shop that inspired Aya in her childhood. As a young adult she enrolled into the University of Arts where she started to experiment making vegan handmade soap with different scents inspired by her childhood. She started selling soaps to her University colleagues at first just to make some spare money, but in a short time her products became popular in the whole campus and after graduating she decided to start her own brand. Her target is to bring the scents of her childhood into the life of every woman by also using only natural and vegan ingredients.
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BRAINSTORMING
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shape color vegan liquid fragrance watercolor bio solid soap oil paints painting pencil sculpture art illustration pattern colors
mosaic
Morocco
architecture culture
BRAINSTORMING
art
architecture painting revolution bohemian
France
vintage fashion
spice
exotic color
flavor
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Monet
PHYLOSOPHY
1/ handmade 2/ vegan 3/ spicy
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NAMING
1/ The name Aya Naim has an Arab origin. “Aya” means miracle/wonderful and “Naim” happy, tranquil, peaceful. 2/ Savondeur comes from the French word for soap - savon, and scent - l’odeur which where combined to represent the unique scent of the soaps. 3/ Because the target group are women the name Hershe emphasizes this category by juxtaposing two feminine pronouns.
1/ Aya Naim 2/ Savondeur 3/ Hershe
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CONTEMPORARY REFERENCES
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CONTEMPORARY REFERENCES
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HISTORICAL REFERENCES
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HISTORICAL REFERENCES
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TYPE EXPLORATIONS
TYPES SKELETONS
Savondeur
Savondeur
Savondeur
Savondeur Savondeur
Savondeur TYPE EXPLORATIONS
Savondeur
Sav ndeur
SavOdeur
Sav ndeur
SavOndeur
Savon deur
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LOGOTYPE DEVELOPMENT
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Sav deur
Sav n deur
Sav deur
O
SavOdeur
MOROCCAN COLLECTION
Sav deur
Sav deur FRENCH COLLECTION
Sav deur
FINAL LOGOTYPE
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Sav deur
Sav deur
Sav deur
Sav deur
COLLECTION LOGOTYPE MOROCCAN COLLECTION
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Sav deur
Sav deur The Moroccan collection is inspired by their traditional spices and scents. The icon used for this collection represents a traditional Moroccan gate.
FRENCH COLLECTION
Sav deur
Sav deur Sav deur
Sav deur
The French collection is inspired by the Mediterranean herbs. The icon used here represents the Château de Chambord.
Sav deur
Sav deur
COLOR PALETTE
Sav Sav Sav Sav
deur deur deur deur #ebebe1
#cb9205
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Sav Sav Sav Sav # 9c4d3e
deur deur deur deur
#3a555e
MARK
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COLOR MARK
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SECONDARY TYPE
SPICE UP YOUR SOAP Soap with love for nature Soap with love for nature Soap with love for nature The company was founded in 1990 by Aya Naim in France. Her parents who emigrated from Morocco in the 1960’s opened in France a spice shop that inspired Aya in her childhood. As a young adult she enrolled into the University of Arts where she started to experiment making vegan handmade soap with different scents inspired by her childhood. She started selling soaps to her University colleagues at first just to make some spare money, but in a short time her products became popular in the whole campus and after graduating she decided to start her own brand. Her target is to bring the scents of her childhood into the life of every woman by also using only natural and vegan ingredients.
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IMAGE STYLE
SPICE UP YOUR SOAP
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SPICE UP YOUR SOAP
Soap with love for nature
Sav deur
Soap with love for nature
SPICE UP YOUR SOAP
Home
4/ Mobile App
3/ T-shirts Create your soap About Contact
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100% hand
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since 1990
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Sav deur
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Aya Naim’s
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Ingredients
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BRAND APPLICATIONS 21/25
1/ Product Packaging 2/ Bags
Sav deur Sav deur Cart
SPICE UP YOUR SOAP
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Aya Naim’s
Sav deur since 1990
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Ingredients
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PRODUCT PACKAGING 22/25
SPICE UP YOUR SOAP
BAGS
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T-SHIRTS
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MOBILE APP
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Sav deur Create your soap
About
Contact
Cart
SPICE UP YOUR SOAP
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Home
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Specialization in Graphic Design Capstone Project Coursera/CalArts 2020