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These days, with a busy lifestyle, its hard to find moments of relaxation. However its important that you relax, no matter what your profession is. One of the best ways to unwind yourself and relax your body is by taking a good soak in a comfy bath. After having a long day out of home and in a polluted environment, here is a product that exfoliates and moistures your skin, leaving you fresh and rejuvenated.
ACKNOWLEDGMENTS Aurei is a group of five design students, who started this project in the course “Business of Identities: Strategic Branding and Business Design” facilitated by Yamini Temujin at Srishti Institute of Art, Design and Technology. Visual Language & Illustrations done by Nadine Gracias Packaging Design done by Charmaine Sah Digital Templates done by Niveda Sah Advertisements done by Vimarsh Bhatt Photography done by Bala assisted by Vimarsh, Charmaine, Niveda and Nadine Brand Manual deisgned by Nadine Gracias & Charmaine Sah Content Writing done by Niveda Sah © aurei 2018
CONTENTS 1. Brand Strategy . . . . . . . . . . . . . . . . . . . . . . . 08 2. Colour Palette . . . . . . . . . . . . . . . . . . . . . . . 16 3. Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 4. Logo Construction . . . . . . . . . . . . . . . . . . . 20 5. Illustration style . . . . . . . . . . . . . . . . . . . . . .28 6.Visual Language . . . . . . . . . . . . . . . . . . . . . . . 30 7. Packaging Design . . . . . . . . . . . . . . . . . . . . . 36 8. Photography . . . . . . . . . . . . . . . . . . . . . . . . . .42 9. Digital Templates . . . . . . . . . . . . . . . . . . . . . 44 10. Advertisements . . . . . . . . . . . . . . . . . . . . . 48
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BRAND STRATEGY The Beginning Aurei stared off researching issues relating to sustainability while also creating a brand that offers a quality product that elevates the user’s mood.
Founder Space Nadine Gracias, Charmaine Sah,Vimarsh Bhatt, Niveda Sah, Bala
Business Space Stores across 25 cities in India and available in Shoppers stop, Westside and Harper’s market, available online e-commerce store at www.aurei.com
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Target Audience The target audience would be between the ages of 18 and 35, catering to both men and women. Our pricing aims for middle to high income users. In general, the body cleanser would attract people who are health conscious and aware of the effects of products they use on their body.
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Product Space Body cleanser and natural extracts.
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Core Brand Values Organic, gentle, protective
Peripheral Brand Values Consistent and caring
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Brand Personality Organic ingredients, connecting to traditional methods of skin care treatments, which targets to relax, realign and re-energise the tired mind and body, improve skin texture and keep the skin hydrated.
Brand Essence We elevate your mood and leave your skin feeling fresh and revived without stripping it of it’s natural moisture.
Positioning Statement A gentle cleansing blend infused with rich moisturising properties and natural fibres that reveal the vibrancy of your skin.
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Appearance Contemporary, minimal
Tone of Voice Warm, gentle, fresh, caring
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Emotional Benefits Every-time I associate myself with Aurei I feel rejuvenated and fresh.
Functional Benefits A gentle exfoliant infused with natural ingredients that leaves you feeling rejuvenated.
Self Expressive Benefits Using Aurei had transformed bathing into a destressing ritual that leaves me feeling relaxed and ready for the day.
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Brand Differentiation Aurei is a high quality, well known brand which is valued by it’s customers and offers the best of the best.
Tagline A spa moment
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COLOR PALETTE
Primary Colors
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Secondary Colors
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TYPOGRAPHY Our primary font is chosen based on the personality of our brand. It exudes elegance and luxury while maintaining a comforting gentle feel. Our chosen font, Mermaid Bold, has the perfect balance between the two. Our secondary font is Lato, chosen based on its compatibility with our primary font and its minimalistic, modern strokes. It also comes with a wide range of weights, which is useful for headings and subheadings.
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PRIMARY FONT
SECONDARY FONT
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LOGO CONSTRUCTION We have designed a typographic logo that seamlessly blends with an iconographic image. When exploring the essence of our brand and the images that go with it, we used the idea of dew drops on leaves and played with the shape to create the icon that forms the ‘u’ in Aurei. We incorporated the Fibanochi Principle.
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Do’s
The Logo must be always used on a white background or the Aurei cream colour, center aligned.
The Logo can be placed in white on the primary colours of our brand only.
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The Logo must be stretched proportionately.
The Logo can be used on a white background or Aurei cream colour.
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Dont’s
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Do not use the logo on colours besides Aurei’s primary and secondary colours.
The logo can not be diagonally placed.
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ILLUSTRATION STYLE Our illustration style is free-flowing with confident strokes to represent the organic element of our brand. We used stippling to give the images more dimension, as the method also gives a more premium look to the visual language.
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VISUAL LANGUAGE In addition to being rooted in the refreshing image of dew drops on a leaf, our logo icon also creates the image of a budding flower or leaf. We use the icon to reinforce our natural and organic theme. In addition, since the icon was symmetrical and even more versatile when taken apart, we had the opportunity to be very creative with it.
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Business Cards
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C.D Cover
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Letter Head
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Stationary
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PACKAGING DESIGN As the packaging of the body cleanser is one of our first points of contact with users browsing general stores or visiting our outlet, it was important for our packaging to effectively capture the key points that differentiate our brand. The shape of our packaging label shows the integration of tradition and contemporary design, creating a premium, niche form that exudes the heritage of our creations.
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Paper Bags
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PHOTOGRAPHY With photography being a major part of our brand image, it is important for the imagery and composition to capture the essence of Aurei. The images are shot as a flat lay, with effective use of colour and balance to convey a fresh feel.
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DIGITAL TEMPLATES For our online presence, it is essential that everything follows and is in sync with our existing visual language, illustration style and photography. We use the neutral colours as a major part of the theme while using shades and tints of the signature rose colour as accents to give the user a clean and luxurious experience.
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Newsletter
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Instagram Page
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Website: www.aurei.com
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ADVERTISEMENT Our advertising approach is to focus on the product and make it stand out as the main attraction. Since our brand essence revolves around the luxury and indulgence of a spa experience, our advertising strategy focuses on transporting the viewer to a more sensual, destressing environment. We use soft, out of focus backgrounds while bringing attention to the product and ingredients in the foreground, and complementing text that highlights the benefits of our products.
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Poster
Bus Stand Billboard
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Hoarding
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Poster Stand
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Newspaper
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Magazine
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Š aurei 2018
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