Jordan Harison Reader
Brief 01 - Natura
Brief
BACKGROUND
BRIEF
Over the past few decades the houseplant sector has seen huge rises in popularity, people are showing more interest in buying plants for their home and as a consequence businesses across Europe have seen spike in profit.
Create a complete brand identity for a new, UK based houseplant company looking to exploit a current gap in the indoor plant market.
Unfortunately, companies in the UK are doing little to exploit this raise in popularity, with most companies involved in selling houseplants doing little or nothing to market their products.
Extended Practice
DELIVERABLES • • • •
A complete brand identity. Printed stationary. Promotional material. Company website.
01/07
Jordan Harison Reader
Brief 01 - Natura
Reference
TARGET AUDIENCE
TONE OF VOCIE
The target audience will consist of young adults with an interest in health and wellbeing, leading a comfortable lifestyle and buying quality, stylish products.
The tone of voice will be friendly and inviting yet retain a formal, professional manner that is straight to the point.
Members of the audience will have an expendable income, most of which will be spent on food, media, such as independent magazines and lifestyle products, such as furniture, clothes and plants.
Extended Practice
When discussing the attributes of the plant based products the tone of voice will be informative, yet simplify information so that it is easy to understand, allowing people with no knowledge of houseplants to understand both the benefits of each individual product.
02/07
Jordan Harison Reader
Brief 01 - Natura
Primary Research
TARGET AUDIENCE The target audience will consist of young adults with an interest in health and wellbeing, leading a comfortable lifestyle and buying quality, stylish products. Members of the audience will have an expendable income, most of which will be spent on food, media, such as independent magazines and lifestyle products, such as furniture, clothes and plants.
Extended Practice
03/07
Jordan Harison Reader
Visual Research
Brief 01 - Natura
1970’S INTERIORS Houseplants first boomed in popularity within the UK during the 1970’s, an era when interiors were bold, brightly decorated and and populated with ferns and other house plants. As a visual reference to the time indoor plants last surged in popularity, aspects of the colourful 70’s interiors were used to inspire the project aesthetic direction.
Extended Practice
04/07
Jordan Harison Reader
Brief 01 - Natura
Product Images
PRODUCT IMAGES A definitive part of the project are the product images, as they will form the primary visual element the viewer will interact with when reviewing the look book and promotional material. Not only do the images form the visual representation of the product, they also link directly to the 70’s inspired colour scheme defined in the design decisions blog post.
Extended Practice
05/07
Jordan Harison Reader
Brief 01 - Natura
Visual Development
NATURA
PRIMARY LOGO
The conpany name, Natura, was chosen due to the phonetic similarity shared with words such as ‘Natural’ and ‘Nature’, terms which have direct relevance to the products origins and target audiences interests.
The primary logo has simplicity at its foremost concerns, utilising lowercase typography to from a friendly, recognisable company marque that is both balanced and unique.
SECONDARY LOGO The secondary logo combines the lowercase typography and tagline with a simple plant illustration that gives context to the company name and focus.
Extended Practice
06/07
Jordan Harison Reader
Brief 01 - Natura
Printed Deliverables
PRINTED DELIVERABLES
KEY CHARACTERISTICS
Printed deliverables took on a range of forms specific to the nature of the company. Additional to the letterheads and other stationary, plant identification tags and printed promotional pieces were also produced.
Key characteristics that help to form Natura’s brand identity consist of the application of lowercase typography, a subtle green colour application to the individual logo elements and bright, 70’s inspired colours which form a subtle contrast with the other visual touch points.
Extended Practice
07/07