Pingville by Bloomingville
Benita Ilgenstein Concept Development 07.05.2019
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Tone of voice Pingville should be as approachable and comfortable as Bloomingville as a whole. The overall vibe delivered through the different visual elements is aiming to be happy, relaxed with no sense of tension. It has something graceful and elegant as well as a romantic side. Everything is detailed and dedicated. As a person the brand would be efficient, productive and well organised and at peace with herself. Never in a hurry. Appreciating the little things in life. Sometimes she can be reluctant to change. Reserved, not shouting out her opinion. Subtle.
A drive for perfection and detail.
Introduction
FRIENDLY GRACEFUL TOUGHTFUL MOODBOARD The inspiration for pingville is elegant and aspirational with attention to detail. It’s efficient, organized and professional, but the floral details and illustrations keep it balanced, romantic, soft and flowing. Links to nature, carefully placed Serif fonts and the essence of stationary give the brand identity a touch of traditionalism.
THE BRAND
THE NAME
Pingville is a stationery (sub)brand of Bloomingville. It aims to keep the beauty of little thoughtful bits and pieces and gestures alive in our hectic, digital world. Think Thank You notes, high-quality letter paper and beautiful envelopes. When was the last time you received an invitation for a birthday party on a beautiful card rather than via email or text? Don’t you miss it?
The name Pingville is a modification of the mother brand name Bloomingville. This way it is clear it belongs to Bloomingville and is a category extension of the brand. Ping is short sweet and easy to remember. It was chosen as it firstly represents the sound of an idea popping into your head or secondly the little jump your heart makes when you receive something bringing you joy. The sound visualized would look like this:
We believe that sometimes it’s calming and relaxing to go back to our roots, write down thoughts in notebooks, show others appreciation through a heart poured letter and appreciate the beauty in those things.
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Value Proposition
Pingville’s customer feels overwhelmed by the overtaking of technology in every aspect of life. She notices everything personal is lost in modern technology communication - she misses the value, the affection, the thought in text messages and meaningless emails. She finds pleasure in organizing social get-togethers, birthday parties, etc. - it is a form of self-fulfillment for her as well as a way to display herself and her aesthetic values to her social circle. She wants to be perceived as stylish, organized living a dream of a “suburban neighborhood mom�.
She wants to express her attention to detail in the invitations and thank you notes she sends out. She wants them to be something to have and to hold, something the receiver will put on their fridge to remember the great memories of that party, to simply enjoy the visuals of it.
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Customer Segment
Pingville feeds into this need of social recognition. It provides the most beautiful, high-quality paper products and transfers that sense of quality to its customer’s self-esteem. The brand realizes although the world is headed in a digital direction, there is still a need and love for the physical. It fuses the old world printing methods and modern design together to create a high-quality contemporary product. With extreme attention to detail and a sense of perfectionism, Pingville tackles the loss of personalization and provides its customer with a way to share the love for paper and traditions with
with their love for people. It creates a product that is simply captivating. It is something the customer can be proud. Something that guarantees her that will represent herself and her values well to whoever she decides to send it to. It is important to understand that the product is not something the paying customer keeps for herself but that it is something that she uses to represent herself to her social environment.
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Typography
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Color & Typography
R: 238 G: 234 B: 232
R: 174 G: 138 B: 132
Brandon Grotesque a Sans Serif font as that is modern and contemporary. Stationary in the digital age is a rather traditional and old school product and the sans serif gives the line extension a forward-thinking touch, moving it away from the “stickiness” of the old. To feed into the positive stigma of old school stationary the accent font is a Serif, adding a touch of elegance and traditionalism.
R: 211 G: 195 B: 191
R: 123 G: 101 B: 98
As the new product line should match with Bloomingville’s current summer brand personality, the chosen colors are dedicate, faded and muted. The green is an establishment color and adds depth and sophistication to the otherwise soft color palette. The grounded brown acts as a substitute for black.
R: 164 G: 102 B: 92
R: 57 G: 99 B: 84
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0
BrandonGrotesque-Bold • Used in headings
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0
BrandonGrotesque-Medium • Used in headings & subheadings
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0
BrandonGrotesque-Light
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0
SchoolBook-Italic
• Used for body texts
• Accent font
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Logo Design Process
Pingville
Pingville
I started with the design on the left, trying to stay close to the original Bloomingville logo while incorporating the floral inspiration. I didn’t like the horizontal look and tried a circular shape (left).
I realized the serif font was irritating me and that I was forcing the floral inspiration into the logo. However, I liked the circular shape and tried to make it more contemporary and modern. I went with a sans serif font and then increased the font size as well as the kerning.
The “P� in the middle was added to increase the recognizability of the logo and also making it distinctive while being displayed in a small format. Lastly, I started experimenting with the use of color. 8
Final Logo Design & Usage
Pingville’s logo is a wordmark and Lettering circle icon. The main lettering style has a modern and elegent logo vibe, and the large Kerning helps emphazising the luxurious and bold look. The abstract Serif P in the middle is a key element to making the brand recognizable and memorable. The circle and curved lettering works with the law of closure and makes the logo pleasant to look at. The smallest the logo should be represented is 1 inch high
The logo can be used in combination with the three of the brand colors (the ones displayed above). In combination with the two bold colors on the left, the actual icon is in #e5e5e5 and in combination with the light blush color on the right the icon color is a darker grey (#7f807f). If the logo is used without a color backdrop the icon is in color #7d675c. In no circumstance the logo is allowed to be used on a busy background without a color backdrop such as displayed below.
1 inch 2,54 cm 9
Touchpoint
Ikast, 2019
Dear Retailer, we have the pleasure to inform you of the launch of our first subbrand Pingville. Pingville is all about keeping alive traditions, showing our affection and gratitude to others and taking a break from the digital, hectic world. Pingville will have a product range of letter papers, beautifully illustrated with watercolors and calligraphy, invitation cards, envelopes, wax seals and many more beautiful items related to traditional stationery. In fact, this letter is just one of many products, that will be available for order from the 6th June on - just ready for the Wedding season. The order process will be handled as usual through our online b2b platform, where you will also find the catalog that lists all available products as usual. If you have any questions or want more information on our newest portfolio edition please contact your usual sales adviser at Bloomingville.
Lars Krog
As my first touchpoint, I went with a letter to Bloomingville’s established retailers to inform them about the launch of the new product line. It is a clever way to inform them and at the same time provide them with a sample of the line to leave a lasting and good first impression. 10
Material Moodboard
Everything is inspired by the quality and the desire for perfection and excellence of materials. Think of thick 260g + paper that is structured and pleasant to touch. Foil print metallics add an element of luxury. Watercolor illustrations represent the blooming, flowing and delicate aspect of the brand identity. Wax Seals add to the high quality and personal feeling and bring traditions alive.
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Mantra
BRAINSTORM
SHORT LIST
• • • • • • • • • • • • • • • • • • • •
• • • •
Making traditions modern Modern traditions quality to hold tangible quality quality to have quality to keep to have and hold quality gifts quality to send quality to gift quality to last lasting quality delicate passion Passion for paper uniting passion something to remember something to hold on to quality to hold on to memories to hold on to memories to keep
quality to have quality to keep to have and hold quality to hold on to
FINAL I made my final decision between “Quality to keep” and “Quality to hold on to”. I went with the first as it is shorter and more summarizing. In the end I dislike the “hold on to” as holding on to something sometimes has a negative stigma attaches as of you can’t let go and carry on baggage and things you should have been over by now. “Quality to keep” is short and sweet, easy to remember and free of stigmas.
“
Quality to keep
Product Prototype
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Touchpoint 2
*in an interactive pdf click on this image to get to Bloomingville’s current website
A LOVE FOR PAPER Dear friend, This is place holder text, here you can write your loved ones just how much you love them. This is place holder text, here you can write your loved ones just how much you love them. This is place
We realize that although the world is head-
holder text, here you can write your loved ones just how much you love them.
ed in a digital direction, there is still a need
This is place holder text, here you can write your loved ones just how much you love them. This is place holder text, here you can write
and love for the physical. Something to
your loved ones just how much you love them. This is place holder text, here you can write your loved ones just how much you love them. This is place holder text, here you can write your loved ones
have, something to hold. Explore Pingville’s
just how much you love them.
world full of beautiful & delicate stationary.
This is place holder text, here you can write your loved ones just how much you love them. This is place holder text, here you can write your loved ones just how much you love them.
Pingville
Explore collection >
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Touchpoint 2
A LOVE FOR PAPER Dear friend, This is place holder text, here you can write your loved ones just how much you love them. This is place holder text, here you can write your loved ones just how much you love them. This is place holder text, here you can write your loved ones just how much you love them. This is place holder text, here you can write your loved ones just how much you love them. This is place holder text, here you can write your loved ones just how much you love them. This is place holder text, here you can write your loved ones just how much you love them. This is place holder text, here you can write your loved ones just how much you love them. This is place holder text, here you can write your loved ones just how much you love them. This is place holder text, here you can write your loved ones just how much you love them.
Pingville
My second touchpoint is an interactive website header. Bloomingville displays its newest collections, products, and announcements on top of their homepage (as seen on the bottom left). I designed a new header for the launch of Pingville that is compatible with Bloomingville’s current website design. The green Pingville logo on the header is interactive and will spin around to catch the viewers attention.
We realize thatalthough the world is headed in a digital direction, there is still a need and love for the physical. Something to have, something to hold. Explore Pingville’s world full of beautiful & delicate stationary.
Explore collection >