MIDORI Chinmayee Bagade
stress
Space Crunch
Concrete Jungles
DAY TO DAY LIFE OF AN URBANITE
No time for introspection
Need to breathe Hectic
Pollution
Impure Environment
Frustration
Juggling in between work and home
BRANDSTORY Ideology Backyards------ Gardens ------- Terraces----- Balconies ----- Windows Green ------- Corners
When the stress and relentless pressure starts to wear our world down, we all need a space to escape and relax. To give you that moment of peace, we revive the concept of gardens by bringing them to your balconies and little corners of your house.
Our vision Encouraging greens in proportion to the increasing greys, and providing a customized hideout
Our mission To provide an experience by customizing a green space according to personal associations and desires. From a little pot to a themed balcony. From a French Garden- a meditation corner or a herb garden for fresh spices at your disposal.
Our services A little something for everybody.
1. An interaction based nursery studio. a. Products, Saplings, pots, creepers, bonsais etc are arranged in a thematic arrangements. c. More about experience and feel. d. Customised Garden Kits e.On the go advisor (choosing the right plant based on the customers’s necessity Climatic conditions and the maintainence of the plant.
2. We Design a concept themed and beautiful gardens for your balconies and terraces Involving landscape designers, graphic designers and botanists fo the best results. After care/ maintainance of the garden according to your needs and budget
Our Team 1. A landscape Designer Landscaping the spaces and the store Getting the resources
2. A green thumb Guy Maintaining the nursery studio Assisting the customers
3. A Graphic Designer Branding Working with the landscape designer on the feel aspect of the space
4. A Marketing Guy 5. Maintenance guys
Target Adience Middle class, uppermiddle class/ elite, youth, high- end commercial setups ( IT companies, Art galleries/ Design studios) - Somebody to whom Aesthetics matter. -Sunday Gardeners -Artistic bent of mind - Feel driven people
General Attitude -Personal Touch -Craving for details -Customized -Dream big - Not always about the necessities but also luxury and experience.
Personality of the brand
Catering two types of audience the fitst at the store and the second is the service that the nursery studio provides.
A little escape/hideout pf your own
Personality of the brand
Catering two types of audience the fitst at the store and the second is the service that the nursery studio provides.
FRESH AND BREATHABLE
Personality of the brand
Catering two types of audience the fitst at the store and the second is the service that the nursery studio provides.
PERSONAL TOUCH
Personality of the brand
Catering two types of audience the fitst at the store and the second is the service that the nursery studio provides.
UNWINDING
Nomenclature Personality of the brand 1. All in Bloom
13. A botanist’s Trunk
25. Green Elf
37. The Open window
2. The green window
14. A Botanist’s Charms
26. Mystical Buds
38. Green Glove
3. The green Bulb
15. Botany Spells
27. The Green Window
39. Midnight Garden
4. Mali
16. A botanist’s Closet
28. The lost Hum
40. Madow
5. The right node
17. A botanist’s house
29. Greys to greens
6. Bottle green
18. Mado Midori
30. That Window
7. Botami
19. Midori
31. Humming Windows
8. The gardening glove
20. Light Green
32. The Window hums
9. The green glove
21. The yardner’Spells
33. The window
10. Green Brick
22. Dream hatcher
34. Hustle Bustle
11. Green Portals
23. Midori Corner
35. Beetles by the window
12. Green pets
24. Windows back then
36. Pocket Gardens
Why Midori? The entire concept of getting a little piece of nature was introduced by the japanese, when they made zen gardens in their backyards, to get a little piece of nature indoors to meditate. Also thematic gardens were started at first in Japan. So MIDORI simply means ‘Green in Japanese. Midori also sounds like a person’s name and the brand personality of being friendly and approachable, also it has got a ring to it and recall value.
Identity explorations
Identity explorations
Identity explorations
MI DO RI
Final Identity The final logo is inspired by the ideology of the brand, that the greens in the corners of your houses are like your getaways , just like the windows , how you crave for a little peek out of the window , because that is your connect to the other world , it is like a portal. So rectangle was chosen as a form. Th arrangement is inspired by the japnese script and the o has a simple form of leaf in it
Final Identity
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Visual Language
Categories in which the products and customised kits are made available in the store 1.Foliage Trees 2.Climbers and creepers 3.Succulents and Cactus 4.Herbs and spices 5. Flowering Plants 6. Climbers and creepers 7. Coniferous
Illustrations were made taking in mind the categories written above to be put on tags of the plants and taking care of plants guide
Visual Language Exploration 1
Visual Language Exploration 1
01. FOLIAGE PLANTS
Visual Language Exploration 2 To give gardens that magical and mystical effect , I choose midnight as my theme as that is when the plants bloom magicaL the bud appears and that would also give a fresher approach towards plants
Visual Language
Visual Language
Epip 2nd Phase, Hoody Village,Whitefield, Bangalore - 560066.
CHIN MAYE E BA GA DE Marketing Head www.chinmayee.midori.in M 8698832530
Visual Language
Final Visual Language
To keep the entire Japnese approach to the brand, a character is made inspired from the japnese branding elements and the head gears keep changing according the type of the plant
Visual Language exploration
FOLIAGE AND SHADE VARIANTS
S U C C U LE NT S AND CACTUS
CLIMBERS AND CREEPERS
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LOGO CONSTRUCTION AND LOGO LOCKUP
1.1 in
SUB BRAND INTEGRETIES The brand should never be stated below the mentioned size , otherwise the legibility and the impact is lost. 1. Vertical Hangline 2. Horizontal Hangline 3. Minimum Size
R UNACCEPTABLE USE OF THE LOGO 1. Do not add angle to to the logo, the logo always sits on zero degree. 2. Do not add any effects to the logo including gradients , drop shadows 3. Do not alter proportions of the alpabets in the logo. 4. Do not alter the colors apart of the ones mentioned in the color rules. 5. Do not change the font sytle or the size of the logo.
Foliage and succulent variants Phenomena
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Aileron
TYPOGRAPHY 1. The PrimFary Font is used for heading around all the collaterals . 2. Aileron Regular is used for body texts.
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COLORS AND APPLICATION 1. The Background blues and greens are fixed the green color of the logo remain constant. 2. The Colors are divided into different types of plants, so the exact color must be used for the same.
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Foliage and succulent variants Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut
DONT’S OF TYPOGRAPHY 1. Do not use outlined text or do not add stroke to it. 2. Do not use the fonts other then the official fonts of the brand. 3. Follow the type size manual. 4. Do not stretch the font without proportionating.
Foliage and succulent variants
Epip 2nd Phase, Hoody Village,Whitefield, Bangalore - 560066.
ILLUSTRATION AND PHOTOGRAPHY STYLE 1. The character has to be used in the packaging and other illustrations and the leave has to be used as an extension. 2. The bracket of the logo has to be used as an extension when the character or the leaves are not in use. 3. The style of hatching over the vector must be followed. 4. Proportion of the character in respect to the background must be taken into consideration.
ILLUSTRATION STYLE 1. Extensions from illustrations must be used for any advertisement related to the brand.
TAKE CARE OF THE GREEN FOLKS
MAGIC POWERS OF A SUCCULENTS
TAKE CARE OF THE GREEN FOLKS
ALL THEY NEED IS A LITTLE SUNSHINE AND MUSIC
TONE OF VOICE 1. The brand traits of being friendly, magical and fresh must be kept in mind. 2. Caring outlook towards plants
THANKYOU