B R A N D BO O K
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Brand Book
Infusion Organique
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Table of Contents Project Goal
Project Goal
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Semiotic Exploration
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Letter from the Founder
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Brand History
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Rebranding Objectives
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Audience Profile
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Brand Grid
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Brand Mark Development
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Final Logo
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Exploration Brand Research
Development
Brand Guidelines
Applications
Mission & Identity
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Identity Anatomy
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Alternate versions
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Incorrect uses
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Typographic Standards
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Color Palettes
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Grid & Format
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Image & Graphic Style
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Stationery Package
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Brand Extensions
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Project Goal
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To revive a dead, defunct or dying brand into a new life.
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Exploration Semiotic Exploration Selecting two abstract words to explore visually through several means of expression such as typographic, photographic and graphic ways without bias about the terms.
Word 1. Refresh The first word I chose is Refresh, which is emotional abstract word. One paragraph “I’m trying to be good, but I’m done.No wait just kidding. I’m not. Cuz I still have that feeling of water above my knees. It’s cool and refreshing, and that won’t fade away.”of a song Cool And Refreshing represents the feeling of refreshing. We can also refresh by beautiful colors, spontaneous artworks, listening to music, looking at the sprouts in spring, and a cup of coffee in the morning.
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Word 2. Nature The second word I chose is Nature. Wilted sunflower on the street is also part of the nature, and still beautiful like aged beautiful women. Also, nature contains many beautiful colors that have spirits. Nature is strong even in touch situations, blooming soul. When we find a nature near by us, we will be able to feel alive. Through exploring two words, I decided to select a fragrant brand, which are intimately related with both of the word, refresh and nature.
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Ron Chavers, Founder of Infusion Organique
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Brand Research Letter from the Founder The previous mission of Infusion Organique was to create beautiful fragrance products utilizing the best organic ingredients with the latest scent and skincare science, and brought to visual life under the astute art direction. The Science of Organic Scent, Infusion Organique fragrance products infuse the superior essence and olfactory intensity of organic ingredients found in nature and combine them with leading edge scent and skin care science. They use organic ingredients wherever possible, the products are paraben and sulfate-free. No animal testing and the packaging is recycled stock. Infusion Organique is the passionate brainchild of industry veterans Ron Chavers and Carole Vialars, and brought to visual life under the astute art direction of Carole’s sister Gladys. The project grew from our day jobs as a cosmetic and fragrance manufacturer, cosmetic chemist and graphic artist, respectively. After years spent working for the creative endeavors of others they decided to merge their talents in the collective pursuit of something they all felt passionate about—creating beautiful fragrance products utilizing the best organic ingredients with the latest scent and skincare science.
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Brand History
2008
2009
Ron Chavers and Carole Vialars, who
Their bases perfumes such as Acai Rain,
are Industry veterans founded Infusion
Buddha’s Fig, Indochine and Sands of
Organique El Segundo, California.
Morocco are all launched.
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2011
2013
2016
Infusion Organique launched home
Infusion Organique also launched skin-
An only one Infusion Organique in El
fragrance products such as diffuser and
care products such as body wash, body
Segundo is closed, and only able to buy
candles using the base perfumes.
lotion, cath salts and bubble bath utilizing
products on their website and other
nest organic ingredients with the latest
Internet stores.
scents and skincare science.
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A new mission of Infusion Organique is to provide relaxation to consumers by natural fragrance, which is blended with certified ingredients that are derived organically and scientifically.
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Rebranding Objective
Infusion Organique didn’t stand out because this brand was not exposed to public enough. Also the price of the product was not competitive comparing to other luxurious brands. While keeping their mission that providing natural fragrances by blending organic from the best ingredients and scientifically derived ingredients. A re-envisioned Infusion Organique will create a new line of perfume, which can provide scents of real nature places, such as forest, fields, moments of rainy days, and etc, but also create soap and air freshener, So, Infusion Consumers will be able to sense of refreshment by using the new fragrance items. Moreover, the brand will start to participate to open in a big farmer’s market to be more exposed to public.
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Audience Profile
Creating audience profile helps to identify what kind of people will be interested in Infusion Organique brand, and who will use it. Creating specific audiences’ name, job, age, hobbies and their lifestyle represents broad customers for rebranding brand.
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EL L EN Job_ A new housewife Age_ 28 Hobbies_ Instagram, cooking, home-deco, riding a bicycle Last meal_ Home-made organic juice, egg scramble with
potatoes, salad with melon and jamon > She is just married in the last month with her husband. > Nowadays, Ellen has begun taking an interest in decorat ing their own place. > She likes to post what she cooked today on beautiful plates with some interior items. > She loves to cook for her husband, and to do grocery shopping in farmer’s market to get fresh products. > She is looking for inexpensive fragrance items that match with her place, which filled with IKEA furniture. > She likes to ride a bicycle, cute minivelo, because she can feel the fresh air and nature.
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MR S. SMI TH Job_ An experienced housewife Age_ 40 Hobbies_ Dog walking, Reading a novel Last meal_ Grilled chicken with vegetables, meshed potato, a cup of americano > She has a 8-year-old, a 12-year-old children and a dog. > Her husband always smokes at home. She tried to covince him not to smoke at home, but it didn’t work. > Having two children, a dog and her husband who smokes everyday make her home extremely messy and an unpleasant smell. She wants to have fresh scents at home. > She loves to smell the real natural scents when she walks with her dog in her free time. > She doesn’t like to use perfumes, which contains strong floral scents, on her body. > When her kids went to school, she loves to read novels of Guillaume Musso’s to enjoy her relaxed moment on the couch.
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J ESSI CA Job_ Yoga instructor/ Owner Age_ 35 Hobbies_ collecting home fragrances, instagram, reading magazines Last meal_ Eggplants sandwich, Cold-pressed juice > Jessica opened a small yoga center 2months ago in downtown, San Francisco. > Unlike other yoga center that uses aroma fragrance in classes. Jessica wants to offer something different for her attendee. > She lives alone in a studio in Outer Richmond District. > She sometimes goes to park in the early morning to do yoga by herself because it makes her more centered by
sensing the nature. > At least once a week, she enjoys staying at home for whole day reading home-decor related magazines. > She collects candles and diffusers to put at home and her center. > She posts decoration of her places and yoga activities to advertise her center and life style.
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SU SAN Job_ A doctor in geriatric ward Age_ 45 Hobbies_ Baking Last meal_ Homemade lunch box filled with chicken Teriyaki and broccolis, caffe latte from a small cafe > Susan is a working mom who has a 10-year-old boy. > She likes to bake cookies with organic ingredients for her boy and patients. > Her son doesn’t like hospital smell from his mom. > Susan is worried about some patients who are afraid of hospitals. > Susan wants to have more friendly scents for her office and for commonplace for patients. > Susan loves her job and her lovely boy, but sometimes she needs her own time to relax.
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AN DREW Job_ A team leader in design firm Age_ 38 Hobbies_ Mountain bike, romantic events for girlfriend Last meal_ Sushi box from Whole Food Market, acai ball from food truck > Andrew used to ride a mountain bike when he had a free time. > Andrew thinks that he himself is romantic guy because he likes to give flowers to his girlfriend. > Andrew and his team members works 12hours a day now- adays in front of desks because of deadline. > Andrew feels too much pressure due to amount of works and his responsibility. > One of his team member likes to put a candle of delicate scent in the office. Andrew also enjoys it because it gives him a sense of refreshment.
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Brand Grid
The brand grid is a tool to help describe the brand’s personality at glance. The before is the current brand personality. The after is how I intended to revise the brand. Using specific terms, such as object, architecture, texture, person, person, color, animal, activity, chair and food & drink, and correlating images help to demonstrate how the brand will be changed, and to guide the essence of the brand to the viewer. The before brand grid represents elegant brand personality. On the other hand, the after brand gird represents the company the way I see it in the future, which are relax and comfortable.
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Template of Brand Grid
Object
Person
Architecture
Brand Name &
Texture
Animal
Color
Activity
Chair
Food & Drink
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Before_ Elegant
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After_ Relax & Comfortable
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Development Brand Mark Development Initial Rough sketches From the new established brand mission and rebranding objective, I explored the visual identity of a company by keep narrowing down and exploring of the possibilities from 10 different directions until I get the final logo.
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Initial Computer Development
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Computer Refinement 1
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Computer Refinement 2
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Final Logo
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Brand Guidelines Mission & Identity When Infusion Organique is founded in 2008, the founders focused on creating beautiful and feminine fragrance packaging items with various pastel color palettes. It gave elegant mood for women exteriorly. Breaking away from the existing mission, a new Infusion Organique is extending the idea to what are we able to get from Infusion Organique in substance, relaxation. A new identity of Infusion Organique is created based on their mission. The two circles mean that their different types of ingredients, which are derived organically and scientifically. The leaf graphic that is created by intersection of the circles means the nature. The overall shape of the identity is simple and centered, which represent the ideas of relaxation, comfort and centered mind.
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Identity Anatomy 90°
2X
4X 2X
2X
X
X 2X
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Clear Space There should have same amount of clear space around the identity for visual clarity and legibility. The amount of clear space X is same as cap height of Infusion.
X
X
X
X
Cap Height = X
X
X X
X
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Alternate versions
>1.2″
Black & White
Should use line-based
Should use B&W version
icon, when the original
line-based icon, when it
is unrecognizable due to
has to be displayed on
backgrounds.
black and white.
Also, possible to use in
Possible to use only logo-
green color palette.
type when vertical space of background is smaller than 1″.
Minimum size for
Minimum size logo
line-based logo
<0.5″
<0.75″
Should use only icon
Should use only icon
when smaller then 0.5″
when smaller then 0.75″ without logotype.
without logotype.
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Gray backgrounds When the background color is pantone warm gray, 6c or any darker gray colors, we can use original version logo with white logotype. Also, green and blue line-based logos are possible to use. However, light grays that we canâ&#x20AC;&#x2122;t recognize logo shape clearly is not allowed to use.
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Acceptable Backgrounds
Black background
Color backgrounds
Should use white color line-based logo, when the back-
When the background color is from the icon, the logo has to
ground color is black.
be line in white or gray.
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Incorrect uses for Infusion Organique
1. Don’t switch colors
2. Don’t use icon colors for backgrounds
3. Don’t use white color for a circle
4. Don’t combine low contrast colors
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5. Don’t use lines in different colors
7. Don’t move logotype to side
6. Don’t combine line based with original version logos
8. Don’t use minimum size icon with logotype
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Typographic Standards & Colors
Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ
Avenir LT Std Light Avenir is a geometric san serif typeface created by Adrian Frutiger. His goal was to reinterpret the geometric sans serif designs of the early part of the 20th century in a typeface that would portend aesthetics of the 21st century. In Avenir typeface, a bit of organic humanism touch is added in design, breaking away from the rigid geometric design. Infusion Organique is a fragrance company that blends the right combination of organically and scientifically derived ingredients. Hence, we use Avenir typeface for our brand.
abcdefghijklmnopqrstuvwxyz
Aa 1234567890,./;’”[]-=+
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,./;’”[]-=+
Amasis MT Std Light Amasis is a slab serif typeface designed by Ron Carpenter. Although Amasis is basically a slab serif typeface, it is rendered with a humanist influence, which brings a delicate elegance sense. We use Amasis typeface for this reason to represent the science of organic scents.
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PA NTONE 7485C
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PA NTO NE Warm Gray 6c
CMYK _ 18/41/31/0
CMYK _ 36/36/38/1
RGB _ 209/221/106
RGB _ 168/155/148
HSB _ 81/16/87 Lab _ 87/-9/16 #d1ddba
MODIF IE D F ROM PANTONE 628C CMYK _ 22/4/6/0
HSB _21/12/66 Lab _ 65/4/5 #a89b94
PAN TO N E 7730c CMYK _ 75/21/78/5
RGB _ 196/222/231
RGB _ 71/148/97
HSB _195/15/91
HSB _140/52/58
Lab _ 87/-8/-7 #c4dee7
Lab _ 855/-34/19 #479461
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Our Grid and Format Heading_ Amasis LT Std Medium_ Type size 22pt, Leading 26pt, Tracking 20
“This is an example of a quaotation” — Amasis Light 18/23pt
Secondary Heading / Amasis Medium 14/18pt Subhead/ Amasis Light 12/16pt Our grid is consisted of 6 columns, 3p3 margins and 1p0 gutter space. For this body copy, we use Avenir LT Std, 35 Light, 8.5/13pt, 20 tracking. From the seond paragraph, we use Space Before, 0p6.
This is an annotaion example : Avenir LT Std, 35 Light, 7/11pt
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Image & Graphic style
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Applications Creating applications with new visual style support to recognize the new look and feel of the extended brand. Out of many options that could be developed for Infusion Organique, I chose to design stationery set, store signage, store display and shopping bags.
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Stationery Package
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Brand Extension
From the new established brand mission and rebranding objective, I created more applications as the brand extensions such as signage, store display and shopping bags in two different sizes.
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Store signage and display is very important because it gives first impression of the brand to consumers. This new display of Infusion Organique will offer refreshing mood to consumers.
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The new designed shopping bags in two different sizes will be helpful to increase curiosity of people, which will lead them to visit the store.
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Smal
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Book design Š 2016 by Jeeseon Kim #03962059. All rights reserved. mintlove0215@naver.com Published by Jeeseon Kim for the course GR 604: The Nature of Identity, instructed by Gordon Mortensen in Fall 2016 at Academy of Art University, San Francisco, CA. No portion of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means electronic, mechanical, photocopying, recording, or otherwise without the express written permission of the publisher.
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