Brand Guide
Design by Elizabeth Levengood Graphic Design V
Table of Contents Design Brief
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Inspiration
17
Logo
21
Typefaces
25
Stationary
27
Banner
29
Packaging
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DESIGN BRIEF
Background Gong Garden is a seller and producer of organic vegetable, herbs and food options owned by Pete and Sarom and located in Fredonia New York. Sarom tends to the two acres of gardens and does prepared foods like spring rolls and sometimes kimchi at the Fredonia’s farmer’s market every saturday morning, where they are the only completely organic seller. They’ve been selling from their six gardens for over 12 years and currently want to expand their sales to more prepared foods and less raw produce. Their business is small and in need of a fitting identity to help them expand.
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Farmers markets all over America are in trouble and organic farming practices are becoming harder and harder to maintain due to outside competition.
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DESIGN BRIEF
Project Overview To create a comprehensive and effective identity for Gong Garden that includes a logo, custom stationery, banner, and packaging that makes them distinct and original. Farmers markets all over America are in trouble due to big business produce, and organic farming practices, especially from a business as small as Gong Garden, are becoming harder and harder maintain due to outside competition. This visual identity is meant to expand and cultivate the local businesses and communities in New York State and support sustainable farming practices.
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DESIGN BRIEF
Target Audience
The population of fredonia that shops at the farmer’s market as well as locals who value organic produce and food. This includes the college kids and local families and shoppers. The allure of organic food will hopefully bring more customers to the farmers market, but also bolster the sales of the organic food in the market.
Category Review Organic Food Market and Local Farm/ Small Businesses Main Competition: The other sellers at the Fredonia Farmers market ad well as Wal-Mart, Tops, and ALDI’s. List of Products: mark, stationery, banner, and packaging.
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DESIGN BRIEF
Objectives and Strategies Organic Food Market and Local Farm/ Small Businesses Main Competition: The other sellers at the Fredonia Farmers market ad well as Wal-Mart, Tops, and ALDI’s. List of Products: mark, stationery, banner, and packaging.
Budget Affordable for Pete and Sarom and easily accessible. It is important that the design be replicable for non-designers as they will be the ones utilizing the deliverables. Sticker sheets, cardstock paper, and tote bags are easily reproducible.
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DESIGN BRIEF
Process Visit Gardens and speak with Pete and Sarom. Use notes and visual inspiration to create a color palette and 60+ variations for a logo 10+ Variations of Stationary and Letterhead 10+ Variations on an 8 x 2 inch Banner Package sketches, mock ups, refinement of all project elements Brand Manual
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INSPIRATION
We started by meeting with Pete and Sarom at their garden, which is attached to their home in Fredonia. They gave us a tour of their gardens and invited us to sit and talk on their porch. The visuals I documented to use for my design were the personal touches to their space, like the beautiful pottery and spacious decorated porch area.
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INSPIRATION
Sketches from meeting
The element that stood out the most to me was the colorful banner covered in writing strung across the porch, and that is what I based the color palette and sketches off.
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LOGO
Logo Design Gong Garden is written in the typeface DIN condensed, which I edited to compliment the round and hand done aspects of the banner. The leaves speak to the garden and organic nature of this business.
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LOGO VARIATIONS
Other Marks Gong Garden produces an assortment of produce, fruit, herbs and prepared foods. These are a selection of the most popular and most colorful that can be used as a secondary mark with the banner logo or just the text.
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Typfaces
Typefaces DIN ALTERNATE Brand Guide 14 pt. 30 pt. Stationary and Business Cards 12 pt. Tote Bag 16 pt. DIN CONDENSED Logo 100 pt. YOUNG BLOOD Brand Guide 36 pt. Thank You Cards 25 pt.
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Stationary and Business Card Design I made the envelope and business cards a suble green to connect it to the business cards and the green in the stationary while also creating contrast to the stationary. Both the banner mark and
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BANNER
8 x 2 feet Banner Banner can be used at their table at the farmers market, at any conference the business would need to attend, or in the garden itself.
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PACKAGING
ELements
Canvas Tote bag for produce, herbs, and labeled containers. Thank you cards to include with pruchases.
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PACKAGING
Spring Rolls Prepared on: / / Pete and Sarom (716) gonggarden@yahoo.com 3488 Webstre Rd. Fredonia NY 14063
Stick on Food Labels Stickers that can be used as a label for salad and spring roll containters. The white space in the middle is a space to write what is in the container as welll as the date the food was prepared, and stickers can be easily printed on 6 piece layout shipping label sticker paper.
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