The Brand Identity Process
Michaela Vildova VIL14421208 GMD Year 1
The Brand Identity Process
Michaela Vildova VIL14421208 GMD Year 1
Eat, Brand, Love
contents introduction 4 first idea 5 market research target audience 10 potencial competitors 12 moodboard 17 identity of the brand brand name 21 logo process industry discovery 23 Sketching 25 draft design 26 refinement 27 colour palette 28 typography 29
PATTERN PATTERN OUTLINE 35 PACKAGING DESIGN OUTLINE ONE 37 OUTLINE TWO 41 OUTLINE THREE 42 CONCLUSION 43 Bibliography 44
introduction The objective of the brief was to create a set of physical packaging outcomes to represent both the product and its brand in order to attract the tagret audience.
Packaging provides a surface upon which information about the product and the brand is placed, and as such, it is an essential element of product branding. Through the use of image, text and other communication devices, packaging can articulate the attributes and benef is of a product to the customer as well as to convey brand characteristics that make it different from its competitors.
Packaging is often the first point of contact that a customer has with a brand, therefore it is hugely important to know who is the target group as it is supposed to draw their attention and convey important messages that both present and support the brand The research document provides a insight into the process of creating the brand identity and packaging design
from initial research to developing brand concepts and the brand message. Proccesses of creating the brand identity will be seen on experimentation with typography and colour through to execution of the design idea and finally, production of the packaging itself.
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FIRST IDEA The first idea to create a family/children friendly environment came into my mind a few years ago. I developed this idea into a concept of a place located close to playground or an other play zone for children where parents/child carers could buy a cup of coffee, sit down and watch their children while playing.
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The cafe would sell organic, fresh and free form refreshments as well as a variety of drinks for adults and children. The environment should evoke a sense of fun as well I think this kind of family enviroment would create a community of parents, especially mothers and child carers.
FIRST IDEA
Brand key words
Family environment Children friendly Local cafe Organic Free form Local community Healthy snacks/drinks/refreshments Near a park/play area Home-made products 6
MARKET RESEARCH
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Market Research Target Audience Market Research Typical user model 7
QUESTIONNAIRE
The first step of the research, I looked for a potencial competitors such as children playgroups and cafes. I compared their ideology with my and focused on the branding elements as well.
Questionnaire Overall, 11 people aged 22-40 years old took part of my surrey
The next step was to create a means of evoluating the potencial target group by creating a simple questionarre focused on family lifestyle and experience. Throught analysing the results I acquired an idea about who would be a typical customer in my child friendly cafe. To generate a clear idea about the brand identity and also about packaging design I had to research teh relevant market segnent and competitors as well as nthe target costumer group. All this information will be used in the creative process at the idea generation stage. It may be useful to build up a typical user model in order to better satisfy the consumer’s needs.
1 out of 11
experienced cafe with free form meal option on children menu
3 OUT OF 11 27.28% Male
72.72% Female
90%
...of people/their children I asked have a food intoleranutences or allergy such as lactose and gluten
have ever been in cafe that had a children play area, baby changing facilities and high baby chairs
2 ou of 11
84.3%
100%
...of people I asked visit local park with their children everyday
visit local cafe/shop selling organic/ free form products ...of the people I asked prefer organic/free form meal option for themselves and their children 8
MARKET RESEARCH
Target Audience/Typical User model
TARGET AUDIENCE The tagret audience would be ideally young professional parents and child carers, basically the people whose daily routine revolves around preschool children. Parents, especially mothers on maternity form a special big community. Their main interest is making sure they do their best for their children. They take them in parks and to playgrounds so that they can be on fresh air, visit playgroups to socialize with other children and meet other mums. At the same time they want their kids to eat healthy and fresh food.
Another big community are au-pairs and nannies. Most of the girls are paid for looking after children and therefore make elaborate plans what to do with them during the day. From my personal experience of being a child carer I found it difficult to find a local cafe where other child carers or mums meet up and where their children play together. Parents, especially mums on maternity leave and child carers would be the typical target audience and my ideas would be applied in order to satisty their needs.
My target audince must also include the child. The child must feel confortable and able to play in an enviroment where their imagination can run wild. My key idea would be as follows: The longer the child is confortable the longer the consumer stays and the more profit is made.
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MARKET RESEARCH
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In order to support my market research I sought similiar cafes specialized in selling organic and free form goods. I wanted to get a clearer understanding of my potencial target audience and competitors and also what is the state of current market and availability.. From the information I gathered from visiting such establishments I found out that there is some underlining similiarity between them in terms of design aesthetics. Heatlhy cafes and bars rely more upon a natural sourced design such as wooden furniture, bare walls showing bricks and a lot less artificial materials. This all helps the feeling that everything the customer is getting is environmently friendly and natural.
I would like to also use some of these elements for my cafe, however I would add more vibrance and colour, especially because I want to make my cafe more visible for children than for adults. However, at the same time, the design should emphasise the feel of free ranged healthy sourced goods in order to appeal to adults.
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MARKET RESEARCH
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Moomah/ NYC
Potencial Competitors
Moomah is a creative arts cafe for parents, children, and friends located in Tribeca NYC. We created a visual language consisting of illustrations each conceptually developed and crafted based on their specific applications. We strived to create a brand which was recognizable and memorable without the need to place a logo on all items. Designed by Apartment One
Dish&The Spoon ‘Dish and the Spoon’ is the winner of Winner of London’s Most Toddler Friendly Cafe of 2013. The cafe was opened three years ago by a local resident. It offers meals which are gluten free meals, always freshly prepared. The garden, which is designed as a play area for children, is perfect for parents and their kids. Apart from gluten free meals, you can choose from a variety of baked goods, pastry and drinks.
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MOODBOARD
INDEPENDENT CAFES e.g Moomah Dish&The Spoon Triangle
Moodboard and Brand Elements
Combining the approach of independent cafes as well as large chains:
large chains e.g McDonald’s Starbucks Pret&Manger Costa
If Little Circus was a franchise, each cafe could have its own neighbourhood feel supported through a customised design approach to certain aspects. This would bolster the feeling of community. The personalised approach would automatically lure people into other franchises as they would know what to expect. They would be also motivated by a sense of curiosity to find out about local specialities of other cafes belonging to the same brand.
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Identity of brand
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Identity of the brand The identity of the family friendly cafe should evoke a sense of wonder, mysticism, adventure and fun not for consumer themselves but for their children or children they are looking after.
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States where the company is going and its goals
Outlines the commitments to costumers
A child friendly enviroment, for busy proffesionals who are coffee lovers with children focusing on selling organic and fresh food from local sources whilst providing children with entertainment while adults can enjoy a cup of coffee.
All food woud be organic and gluten free, if locally sourced possible. Coffee beans would be sourced from fair-frade sources.
The single idea of the brand
Take a peek at 100% organic yummy products that your child would devour. We wanted a place where children could be children while you enjoy a delicious cup of coffee and a variety of locally sourced refreshments.
The characteristic associated with the brand. These are all characteristics they potencial costumers believe are important and that could strongly effect the process of packaging
Health consious Fair-trade consious Environmently friedly Child friendly
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Identity of brand
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brand name
BRAND NAME
As and ideal brand name I wnated the name what would perfectly represent a family friendly cafe and would be passing the message onto the adults as well as to children. I was thinking about places what evoke a sense of fun and adventure such as fun-fairs or circuses. I applied the word circus on few different ideas. During the procesis I came up with idea of elements representing circus and experiment with it in the process of creating logo for the cafe.
descriptive Organic cafe Green Circus Art Bar
alteration and rhyme Berkus Circus
Neologism
brand name` n. 1. a word, name, etc., used by a company to identify its products or services distinctively. 2. a product or service bearing a widely known brand name. [1920–25] 19
Le Munchkin Lapin Coffival
founder's Name Michaela's Organic Cafe
Personification
little circus
Bubah's Circus Green Bunny
Combination MomBuMi
Identity of brand
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Logo process 21
1. Industry discovery 2. Sketching (a lot) 3. Draft designs 4. Refinement 5. Identity development
A great logo is an expression of brand/company values, people and culture. In order to represent the cafe in the best possible way it was essential to look not only at competitors but also around other coffee shops and bars around London. I need to look for logos, in terms of style and strenght of the tone. I collected some of the ideas from streets as well as from the Internet. In this stage of branding I created a logo which would represent a family friendly cafe. After I picked the name of the brand I started thinking how to express the name of the cafe in a logo, if I would experiment with typography or use illustrations as well. After doing research and discussing my ideas with peers and tutors I decided to include an illustration of some circus elements in the logo design.
Identity of brand
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After desicion of using the symbol in the logo I choose the symbol of big top tent. The reason why I picked and illustration of a circus tent instead of pictures of animals or other circus elements, is that the concept of a circus evokes a variety of funny activities. Using nostalgia of adults and the imagination of children comes together in an image of how entertainment should look like. The word circus is associated with fun and adventure for children as well as for adults, regardless of whether they have ever visited one. First of all, I wanted to answer thosequestions:
LOGO PROCESS
01. Industry Discovery
What would it look like? How would it feel like? Who are the company's typical customers?
01. Industry discovery
I looked back thorough evaluation of competitors and audience as well as on basic facts fsuch as the market position that a product and service wants to hold Knowing the audience gave me some clues such as where Circus in their traditional sense are rare but the amazement associated with them is still alive. It is actually not the circus itself, but the ideas of what people think a circus entails, which is important. Adventure, clowns, ring master, trapeeze, cannons and elephants are some of the elements which could be seen under the big top tent.
To answer these three questions I started with a discovery phase that would drive the designs and help me to evalute the designs using some established metrics,
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Identity of brand
02. Sketching
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In this stage I tried to encapsulate the diverse and complex nature of the brand in to a simple designed logo suitable for use in a multitude of different circumstances such as use for packaging design. I focused on elements I picked on the moodboard such as script typeface and simple illustration of circuses.
LOGO PROCESS
02. Sketching/03. Draft Design
03. Draft Design
LITTLE circus
LITTLE
CIRCUS After the sketching process I picked some of the best ideas and created some initial designs in InDesign and Illustrator. Some of the black and white designs were presented to peers and tutors for initial review. I was not bothered with adding colour and details in orfer to keep things simple and to put focus on the ideas themselves instead of details. Such approach is much more desirable at this stage.
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circus
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Identity of brand
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The refinement stage was the longest process because it involved a lot of back and forth regarding the improvements and changes in the presented logo drafts. To complete the logo design I separated my effort into two groups.
1. Colour 2. Font The process of adding colour based on picking the best colours to represent child friendly cafe involved the full understanding of the target audience. My logo needed to be loud, eye-chatchig and brash.I believed that the mult coloured logo would present the brand perfectly. The reason why I choose more than one colour in the logo design is because the bring and loud colours. . I am not aiming the sence of luxury unlike Starbucks, Cafe Nero which using regal minimalistic colours. I choose multicoloured logo because child’s interest would bring consumer. Catching child attention in my particular cafe is more important than applying the sense of luxury to the adult.
Initially, I picked one primary colour-red and expelrimented with its shades after which I combined it with a blue pallette. I also experimented with the single coloured logo on a different background.
LOGO PROCESS
04. Refinement
04.Refinement/Colour Palette
Colour Palette C7 M10 Y 31 K0 PMS 155
C0 M 69 Y0 K0 PMS 212
C4 M 29 Y 90 K0 PMS 143
C 41 M0 Y 19 K0 PMS 304
C1 M 90 Y 77 K0 PMS 1785
C 98 M 98 Y 34 K 38 PMS 2768
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Identity of brand
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TYPOGRAPHY
typography
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Aa
Lane-Narrow LITTLE Little little
Aa
Znikomit Regular LITTLE Little little
Aa
Adequate LITTLE Little little
Aa
Aliquam LITTLE Little little
Aa Aa Aa Aa
Segoe Regular CIRCUS Circus circus Thirsty Script Bolad Circus circus
Aa
Znikomit Regular
ABCDEF abcd1234 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@£$%^&*()
Brayden Script Circus circus
Aa
Janda Stylish Script Circus circus
Abcdef 1234
Brayden Script
abcdefghijklmnopqrstuvwxyz 0123456789!@£$%^&*()
LITTLE Little little
circus
LITTLE circus
Identity of brand
black and white versions
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final logo circus
LITTLE
circus
LITTLE
circus
LITTLE
other versions
circus
LITTLE
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circus
LITTLE
circus
LITTLE
circus
LITTLE
circus
LITTLE
COFFEE
COFFEE
COFFEE
COFFEE
PATTERN
COFFEE
COFFEE
candy
COFFEE
COFFEE
candy
CIRCUS
candy
CIRCUS
candy
L I T T L ECIRCUS
CIRCUS
LITTLE
LITTLE
COFFEE
COFFEE
candy
COFFEE
candy
LITTLE
LITTLE
COFFEE
candy
COFFEE
COFFEE
candy
CIRCUS
CIRCUS
CIRCUS
COFFEE
pattern COFFEE
candy
candy
Visual Elements
candy candy
In terms of visual style I created a pattern pre-school age are only just beginning to with elements typical for a circus such as learn simple designs and bright colours. That is the reason why the pattern is a clown, ring master and acrobat. The very colourful and not overdetailed so pictures are not very detailed because that children could recognise the main simple and bright design is popular for COFFEE characters. If children would identify the my taget audience. This can be obcharacters from the pattern, which I served in child cartoon TV programmes would use on some packaging as well such as Peppa Pig. As a person as on potencial interior design, they experienced in working with pre-school COFFEE would feel comfortable and enjoy coming children I realised that children recognise COFFEE COFFEE back to the cafe. simple drawn characters. Children of
LITTLE
LITTLE
candy
candy candy
CIRCUS CIRCU
candy
L CIRCUS I T T L ECIRCUS
CIRCUS
COFFEE
COFFEE
CIRCUS
LITTLE L I T T L E COFFEE
COFFEE
LITTLE
COFFEE
candy candy
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Identity of brand
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Pattern Outline Colouring Sheets
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PATTERN
Visual Elements
Pattern Outline
To support the imagination of children that visit the cafe, I transfered the pattern into outlines to create a sheet that children can colour in. In order to test my idea I handed the sheet to children to play with it and draw into it. The colouring sheet was an outstanding success. Children spent approximently 15-20 minutes by colouring it in. Some of them even empathised with the individual characters by giving them names and coming up with role play ideas. I would encourage this activity in the cafe to support the community of customers who would visit the cafe.
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Identity of brand
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Outcome One Paper Cup Holder With Coffee Cups The reason why I chose the paper holder as one of my outcomes is very simple. The average customer would come to the cafe with a child, which implies that he would also carry a bag and push a buggy or a scooter. Hence, it would be rather difficult for the customer to carry cups as well as hold the child’s hand and carry bags. The holder is designed to carry two cups.
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It comes as a flat sheet with the logo on one side and the pattern on the other. It can be used from both sides depending on the customer’s preference and it is really easy to assemble. The design is quite flexible, hence other holders which could carry only one cup or a holder with holes for a larger and a smaller cup could be created as well.
PACKAGING DESIGN
Outcome One
Cup Holder
Identity of brand
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PACKAGING DESIGN
Fact #1 The first circus opened in Paris in 1782
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Design One
Design Two
Design Three
The first idea of paper coffee cup involved application of elements from the previously created pattern. The pattern applied on the coffee cup looks fun and colourful, however I do not think it is suitable for adult/ coffee drinkers. Also from a health and safety perspective, children who are naturaly interested in coloured items could get hurt themselves by spilling the hot drink.
I experimented with the pattern I created for the brand and which I used inside the coffee holder. Personally I like this design the most, however I would apply it to children cups rather that on coffee cups for adults for the same reasons as the previous design.
For the final design I chose the text design with no imagery. I used facts about the circus environment which could be interesting for the adult who could share the information with their children.Child would not be interest much into writing on adult cup, means lower risk of accident.
Fact #2 An elephant measuring up to 3 meters weights around 6000kg Fact #3 Origin of clowns came from ancient Egypt
Outcome One
Coffee Cup
Identity of brand
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Outcome Two/Outcome Three
Outcome Two
Outcome Three
Paper Coffee Cup Sleeves
Stickers
The paper used for take away hot beverages is too thin to be held without the danger of buring the customer’s hands. Hence, paper sleeves are a key accessory that has to be provided as take away customers form a large part of the target audience. The advantage of paper sleeves is that they provide another surface which can be used for marketing purposes or to improve the design of the cup itself. Having this in mind, I opted for a combination of the brand name and a magnified part of the logo.
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PACKAGING DESIGN
As the third outcome I wanted to create something what could be used not only as an item of packaging but also for visitors to have fun. The idea of stickers came up after I visited a local café, where I got inspired by their way of simple packaging. I decided to use the stickers in my potencial café as well. I created a sheet of stickers with the logo as well as with elements from pattern, which could be used on different packaging surfaces such
Paper Cup Sleeves/Stickers/Paper Bag
as paper bags and boxes. The stickers could also be used as a reward for little visitors. Everyone loves stickers! I decided to use the stickers as a means of closing bags with purchased muffins and biscuits in order to show the stickers to the customers and rekindle their interest in them. Paper bags as well as paper cup sleeves are printed on brown environment friendly recycled paper.
circus
LITTLE
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CONCLUSION
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BIBLIOGRAPHY
CONCLUSION I really enjoyed this project because it allowed me to combine my interest in creating a brand identity and packaging with my background in child care. The idea of creating an environment which would serve as a meeting place for a community of mothers and child carers crossed my mind in the past and this project gave me an opportunity to conceptualize my thoughts. If I had more time I would further develop the idea of a child friendly
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meeting spot by organizing workshops on cooking, drawing and other craft activities. When it comes to design, I am happy with the brand identity and its effect on the customer, although I would probably experiment more with the visual side and employ other creative methods such as screen print. As far as outcomes are concerned, I am happy with the way they relate back to the idea of a child focused environment. I would probably experiment
Bibliography more with materials and focus on enviromentally friendly packaging. I would also think about other outcomes such as special biscuit packages. I really enjoyed the fact that I could make use of my part-time job as a nursery teacher in order to interact with my target audience and include their ideas into my creative process as opposed to making general assumptions about preferences that children and parents have.
Ambrose, G a Harris, P. (2011), Packaging the Brand, AVA Publishing SA, Switzerland. Burke, W. (2011), The BigBook of Pakcaging, Harper Design, London. Boylston, S. (2009), Designing Sustainable Packaging, Laurence King, London. K端hlhorn, L. (2014), Designing Patterns, Gestalten, Germany. Nes, I. (2013), Dynamoc Identities, BIS Publishers, Netherlands. Press, P. (2011), Structural Package Designs, Agile Rabbit, London. Smith, G. (2014), Logo and Brand Identity Guidelines, London.
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