OUGD603 - Brief 4: Wheatless & More
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Context
Brief
Wheatless & More is a newly established brand based in Belgium. It is a wholesaler for Freefrom food, selling directly to retailers and advising them on the products they want and need.
The brief is to create branding for the newly established business. The client wanted a fully typographical design, and something that worked in as little colour as possible, as well as a variety of colour options. The branding will be used across a variety of media, from printed corporate material to their website.
Deliverables
Emily Lodge
Logo design Brand guidelines Corporate branding Promotional Material Proposed website Proposed promotional material
OUGD603 - Brief 4: Wheatless & More
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Emily Lodge
Blue • • • • • • • • • •
Intelligence, Communication Trust Efficiency Serenity Duty Logic Coolness Reflection Calm
Green • • • • • • • • • •
Harmony Balance Refreshment Universal love Rest Restoration Reassurance Environmental awareness Equilibrium Peace
Black • • • • • •
Sophistication Glamour Security Emotional safety Efficiency Substance
Freefrom Food Research
Visual Research
Colour Research
For this subject matter, research into context surrounding it was necessary as it was an unknown subject. Freefrom products are products which are gluten and wheat free, or dairy and lactose free. These are for people who suffer from allergies, or those who just prefer these more natural types of food. There are a variety of brands which sell freefrom, however there are not any brands which make purely freefrom foods. These products are popular, so this type of brand would have an audience.
With the idea of a purely typographical logo, brief visual research was conducted to see what worked well and why, and how these same ideas could be transferred to this brief.
With Freefrom being a specialist type of product, and with an audience of allergy sufferers, the visual identity of the brand must convey trust and professionalism. Colour plays a large role in perceptions, so research into this was conducted on three colours suggested by the client - blue, green and black. All three emit professionalism and trust, but blue is also associated with intelligence - something which is important to put across with specialist food.
A simple typographic logo with either some form of emblem or text around it is what I want to move forward with. This works well with just one or two colours and is easily adaptable to space.
OUGD603 - Brief 4: Wheatless & More
Brand Development The client felt very strongly about having a purely typographical logo design as it works with the subject matter in being exactly what it says, no frills. This simplicity also reflects the professionalism the client wants to put across. A variety of typographical designs were developed, all working off very similar layouts and typefaces. The use of initials were explored, however it was felt that the full brand name would be more suited.
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Emily Lodge
OUGD603 - Brief 4: Wheatless & More
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Logo
Emily Lodge
Typefaces Logo Font
Colour Scheme Primary Colours
Montserrat Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Headings
C=81 M=66 Y=36 K=18
C=0 M=0 Y=0 K=10
Secondary Colours
Montserrat Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Body Copy
C=0 M=0 Y=0 K=100
C=0 M=0 Y=0 K=0
Colour Combinations
Gill Sans Regular A B C D E F G H I J K L M N O P Q R ST UVW XY Z abcdefghijklmnopqrstuvwxyz 0123456789
Indexing
Gill Sans Italic A B C D E F G H I J K L M N O P Q R ST UVW XY Z abcdefghijklmnopqrstuvwxyz 0123456789 Branding & Design Decisions The logo design chosen by the client is a very simple sans serif typeface with a central alignment. The client liked the simplicity of it as it can be used across a variety of media and be scaled down quite small with the ability to still be readable.
Once the final logo was completed, brand guidelines were created in the use of the logo, typography, colours and imagery. The logo is to stay the same across all media. The colour and size can be changed. The logo should be in blue for the majority of the time. When overlaying an image, the logo should be in either white or black, and must be clear.
The logo-font is ‘Montserrat Bold’. Headings and sub-headings must be ‘Montserrat Regular’. Body copy must be ‘Gill Sans Regular’. Indexing must be in Gill Sans Regular. Blue is the primary colour for the branding. This is usually accompanied by the grey. The secondary colours are black and white. This colour combination is used for the corporate side of the brand.
OUGD603 - Brief 4: Wheatless & More
Corporate Branding The client requested a number of items for corporate branding. These included business cards, letterheads, envelopes and finance documents. As well as these I created brand guidelines to fully show how the brand works.
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Emily Lodge
OUGD603 - Brief 4: Wheatless & More
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Promotional Design
Promotional Design Extension
The brand travels to trade shows around Belgium and Europe to promote itself and its services. For these, promotional material was created. These ranged from a large A1 poster to small stickers and compliments cards, each designed to promote either the brand itself or the specific products sold by the brand. As well as this imagery was created for their numerous social media pages.
As an extension on from what the client requested, I created a series of promotional items which I felt were fitting to the idea of a trade show where people will be picking up small leaflets or cards. I created a series of A6 postcards, one set promoting the brand and utilising the imagery, and the second set individually promoting the products sold. Also created was an A5 product list, displaying the A1 poster in a smaller format.
Emily Lodge
OUGD603 - Brief 4: Wheatless & More
Proposed Extension The brand could be extended to its own shop, featuring all the product ranges it currently sells as a wholesalers. This would create a direct link to the consumers instead of wholesaling to retailers.
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Emily Lodge