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Brand proposal
Aims&Objectives
To create new opportunities for the youth of Italy to find a job. To revalue the understanding and importance of agriculture in Italy. To create a strong community and networking activity between small and big entrepreneurs in hemp related businesses.
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To legitimize hemp - vs. cannabis. To evaluate and explain the benefits of this business for both investors and mother-nature itself.
Naming
Southemp – Simple, evocative, catchy, fresh.
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South=Puglia Hemp=Product
Colour palette
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A color palette that focuses on the key element of this business: the sun. Its bright, young, and unexpected. For a brand like Southemp its a key element to be appealing and recognizable within its competitors.
Initial logo
The initial logo developed through Worlding’N’Grammar.
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Initial logo developement
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This is the exploration and reinterpretation of the initial logo developed in the first proposal. There fore it has been modified to better represent the brand and its ideology.
New logo developemen
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This second design path was purposely developed around the nature of this business, focusing on some key elements that distinguish this brand from its competitors.
Final logo
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Movement – To represent the aim of the brand to improve the Italian economy. To give a new energy to the stalled Italian economy.
Sun – The sun is the key factor in this business, specifically in the area of production (Puglia), so proliferous compared to competitors.
Gear – Representing the process the raw product has been subjected to its final stage.
Rounded – To represent the raw product (stem of the plant).
Typeface
Corporate/Consistent – To give a trustworthy feeling to the brand Modern – To enchase the nature of a business aiming at the future world economy.
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Quirky – To be appealing to a younger audience, the future users.
Initial applications
Impianto industriale per la trasformazione della paglia di Canapa — Crispiano, Taranto - SS172 Uscita Crispiano-Montemesola — info@southemp.it +39 348 280 4900
Rachele Invernizzi President
To: _ _ _ _ _ _ _ _ _ _ _ _ — Adr: _ _ _ _ _ _ _ _ _ _ _ ___________ ___________ Impianto industriale per la trasformazione della paglia di Canapa — Crispiano, Taranto - SS172 Uscita Crispiano-Montemesola — info@southemp.it +39 348 280 4900
Yours truly, — Rachele Invernizzi President
Identity&Uniforms
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Initial applications
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Impianto industriale per la trasformazione della paglia di Canapa — Crispiano, Taranto - SS172 Uscita Crispiano-Montemesola — info@southemp.it +39 348 280 4900
Impianto industriale per la trasformazione della paglia di Canapa — Crispiano, Taranto - SS172 Uscita Crispiano-Montemesola — info@southemp.it +39 348 280 4900
Impianto industriale per la trasformazione della paglia di Canapa — Crispiano, Taranto - SS172 Uscita Crispiano-Montemesola — info@southemp.it +39 348 280 4900
Impianto industriale per la trasformazione della paglia di Canapa — Crispiano, Taranto - SS172 Uscita Crispiano-Montemesola — info@southemp.it +39 348 280 4900
Vans&Containers
The plant
The hemp plant has an erect stem whose height can vary from 1 to 4/5 meters on average depending on the variety, the soil, the climatic conditions and even the seeding density.
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Plant components
The section of the stem can vary from a few millimeters to several centimeters. The stem is formed by a green outer bark of fibers held together by pectin and an inner part called shivs.
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Steam components
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The fiber is a 25/30 percent of the stem and is made up of about 82% cellulose and 6% lignin. The shivs represent the remaining 70/75%, made of about 77% cellulose and 19% lignin. The bigger the plant, the more crude and robust the coarse fiber will be. In the same plant the fiber is thicker toward the root end thinner towards the top.
Shives properties
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Mixed with water and lime the shivs (being very rich in silica) undergoe a process of “carbonization” in which the wood is mineralized (turned into stone). In past centuries the shivs or shivs and fiber reduced in small pieces were used as building materials, mixed with clay or lime. The stems have been used to achieve lightweight structures, which were plastered to create ceilings and partitions. The shivs, also called “hemp wood”, has a power of absorption of liquids about 12 times higher than the straw and 3.5 times higher than of wood shavings and equal to 5 times its weight.
Products
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Southemp product range is various and relate with more than one industry. To unify the product range a series of abstract pattern representing each product has been developed to define a division in between the different products and sector, at the same time those patterns will keep the same graphic language to create a sense of belonging to the brand. This in order to create a visual language easy to understand for everyone interacting with the product. From the boxing process of the product, the delivery, to its end user.
From plant to products
The product range divides into 3 • •Fiber main categories thus based on the • Shivs • 3 components of the plant: • •Seeds
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Fiber products
Fiber/wool – Short fiber, also known as wool, obtained from the first process of hemp straw purified in different degrees (from 90 to 95%) and different lengths.
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Suitable for construction of acoustic insulation panels, hemp fiber fleece and for the reinforcement of plastics (biocomposites).
Fiber products
Hemp bricks – Compressed technical fiber of dimension of 1.30 x 1.20 x 70 cm h and a weight of 220 kg
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Fiber products
Mulch – Short fiber mixed shives and dust: 5/15 kg bags
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Shivs products
Construction shivs – 15 kg bags 300 kg big bags Different sizes 500 micron, 6.8 mm and 15/20 mm completely dedusted, with or without fiber on request.
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Shivs products
Animal farming shivs products – Bags of 15 kg for Litters and stables size 15/20 mm completely dedusted. 2,5 kg small animal size 15 / 20mm fully dedusted and no fiber.
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Seed services
Alimentary – collect seeds for drying and cleaning. Industrial – collect seeds for drying and cleaning.
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Reseeding – Carmagnola processing plant seeds production licensed by Assocanapa srl.
Packaging
Natural Burlap sack – Those will be used for all the product that will need a containing bag.
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Sizes will change depending on the product amount. The proportion of the logo in its two component will not change.
Packaging
Natural blurp sack – Where the logo appear on the front of the packaging on the back the designated pattern will appear mainaining the same proportion.
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Fleece pannels
Fleece pannels – The logotype will be hot pressed on the fleece pannel.
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Hemp bricks
Hemp bricks – The logoytpe will be embossed during the making process.
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Informative stand
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The informative stand will be a movable, small and easy to assemble structure that will be placed in conventions and functional promotion places to spread the word about hemp and all the different implications that this versatile plant can have.
Info pannels
Rigid panels for infographics. Understanding the plant: Product opportunities.
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Give’away
Gift bag. – Brochures = Same information more in detail. A little sample of the short fiber mixed shivs. (to let the audience experience this product properties at home as a fertilizer) Badge and striker to create brand awareness.
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Web
The website will not only talk about the brand, objectives and products, but will also deliver the same information of the informative stand as digital interactive content and slideshow.
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The website will also provide a 2 channel communication service, under the form of and email/chat. 1) for orders and possible stakeholder. 2) as a social link for voluntary participation and jobs application.
Risoprint on 80gsm cream hemp paper