Liberty Puzzles Rebranding Project

Liberty Puzzles

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Liberty Puzzles 2

Remember when you were a child and you asked your parents: “Why” a thousand times a day? Back then the world was full of excitement and the unknown. My goal with these branding guidelines is to remind people to invite curiosity back into their lives with Liberty Puzzles. These puzzles have a rich history and each piece helps tell a story. With a bright color scheme and modern logo and designs, we can bring puzzles out of the golden-age and into the new age.

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Contents

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Mission Statement

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History

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Core Values & Attributes

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Customer Personas

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The Logo

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Typography

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Color and Patterns

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Print Components

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Digital Components

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Environmental Components

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Our Mission To provide hand crafted wooden puzzles to the community to inspire creativity, non-digital entertainment, and a connection with friends, family, and nature.

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A Puzzle’s Past Life. . . The first puzzle was created all the way back in the 1760s when mapmakers pasted maps onto wood and cut it into pieces. It wasn’t until the early 1900s that the puzzle craze hit the United States. Puzzles were a fun pastime for adults and kids alike. From entertainment to educational lessons, puzzles were fun for everyone. Then came the start of The Great Depression and soon thousands of people were stuck at home. Puzzles, which were at first a toy, were now a sense of accomplishment. It gave people an escape from the troubling times as well as a way succeed and spend time with the people that mean the most.

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And Future Today the COVID-19 pandemic has brought millions of people the same sense of despair. Liberty Puzzles has the potential to reach and connect with millions of people by having people remember our history and appreciate where we are now. It brings out the inner child in all of us as we are constantly wondering which shape we will pull out of the box next.

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Core Values

Attributes

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Craftsmanship Trust Quality Family Timeless

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Customer Personas

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Cassie 32 Occupation: Stay at Home Mom Household Income: $75,000 Frustrations: • Her kids getting too screen obsessed • Lots of activities include screens • Feeling overwhelmed • Wanting something for herself Goals: • A new educational and fun activity that gets her children away from screens • A relaxing activity that provides her an accomplishment that has nothing to do with being a mom

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Damien 60 Occupation: Business Owner Household Income: $120,000 Frustrations: • His job has him work at a screen all day • Likes to be creative at home but also wants to relax Goals: • A new meditation technique • Something he can share with others but also do on his own • To feel inspired

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The New Logo

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Liberty Puzzles

Logo With this rebrand, I wanted to make sure the integrity of Liberty Puzzles stayed in tact while also making it more modern and easier to replicate. This new logo provides that sense of symbolism that comes with an eagle, but modernizes it and combines puzzles with the brand.

Liberty Puzzles

It embraces the story we want to tell through the brand by being able to incorporate the logo into their puzzles as a whimsical piece. It can be placed on any design for a constant reminder of the brand and all they believe in. Old Logo

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Typography Headers & Graphic Type

Gastromond

Gastromond brings fun, serif font to branding but more than that it gives a whimsical feeling to the content where it can evoke those creative feelings in people that we are trying to bring out.

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Sub headers

Avenir

Avenir is a great font for headers and small text under Gastromond in many advertisements and digital components. It helps bring a modernized look to the entire brand.

Light 24 Book 24

Body Type

Georgia

Georgia will be used for all body copy that has length to make sure customers can read with ease.

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Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 123456789

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Color and Patterns

Main Color HEX: 0e3854 RGB: 14 56 84

Secondary Color HEX: 027373 RGB: 2 115 115

Secondary Color HEX: f2b705 RGB: 242 183 5

Main Color HEX: f29f05 RGB: 242 159 5

Secondary Color HEX: f2e9d8 RGB: 242 233 216

These are the five swatches I will use for my branding and overall identity. There will be two main colors with other highlight and secondary colors. These colors represent this brand well with its use of complementary colors. The dark blues relay a sense of calm and tranquility while the orange and yellows expel energy and happiness. These are patterns and icons that will be used throughout the entire branding to add dimension and build a unified appearance.

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Printed Components

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Letterhead & Envelope

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Stationery

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Brochure

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Packaging

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Magazine Ads

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Apparel

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Digital Components

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Digital Connection Map Website

Puzzle Shop

Custom Puzzles