OUGD603 / Extended Practice
Brief 02 — Lunasol
The Brief
Lunasol - Background
The Brief
Considerations
Tone of Voice
Timescale
Lunasol is a bohemian influenced jewellery store that has just started out and is in need of an eye catching brand identity, as well as promotional photos and a video to help the business flourish.
To create the elements for a bohemian jewellery store.
Consider what kind of jewellery will be sold by Lunasol and how this will reflect the bohemian vibe of the brand.
Friendly, bohemian, free spirited, informal, feminine, modern and informative.
4 weeks
Consider how products can be packaged / whether they’ll be posted.
Deliverables
Target Audience Females between the ages of 16-25.
Consider how you will photograph the products and whether you will want to hold a photoshoot involving models.
Logo, product and packaging. Product and promo photography to be used in a lookbook.
In Collaboration With J’nae Saunders
1/9
OUGD603 / Extended Practice
Brief 02 — Lunasol
Research
Logo Research
Photoshoot Research
Packaging Research
Primary Research
For the logo we were looking for something elegant, feminine and chic.
Both J’nae and I looked into a variety of photographers before we found Joe Pickering. We decided to contact him as he takes both analogue and digital photos, making the imagery diverse.
In terms of packaging, we found that using minimal colours and a selection of boxes, pillow poxes and jewellery pouches would best suit the criteria as we would be selling a large range of products at different sizes.
We took several trips into town to look at crystals, jewellery and clothing for the photoshoots and product shots.
We both liked the idea of working with a minimalistic approach and concentrating on the typeface and name of the brand rather than making a crazy icon to use.
In terms of the look we were going for, we wanted the photos to be quite soft and taken on location in a natural setting in order to feel free spirited.
Little labels would be a really nice touch to bring the branding back into the packaging.
This primary research was extremely helpful as we could gather more of an image as to how we wanted the brand to look in context.
2/9
OUGD603 / Extended Practice
Logo Development
Packaging Development
Both J’nae and I created a large amount of logo development as we were extremely indecisive over what kind of typeface to use.
Designing for the packaging came quite easily after we had created our logo. We bought some chrome vinyl and cut the logo out of it to stick onto our boxes, pillow boxes and labels.
n the end we ended up combining two different typefaces to get a custom typeface for our logotype.
Using the laser cutter, we cut out pillow box nets and labels to make the production of the packaging a lot quicker and easier.
Brief 02 — Lunasol
Idea Development
Photoshoot Development We discussed a variety of colours for the packaging as we still wanted the packaging to be attractive so that the customer was excited about receiving their item of jewellery.
Once we figured out things with the photographer, we discussed different locations for the shoot and took our models into town to try on different looks a week before the shoot.
We also ordered some custom made nails especially for the shoot as we wanted to make sure that our model had really attractive hands in any close up shots taken.
We prepared a variety of different props to take with us. We cut some moons out of MDF with the laser cutter and sprayed them chrome.
We spoke to a film student at LCA about creating a promo video for the brand as we wanted to show behind the scenes of the shoot.
3/9
OUGD603 / Extended Practice
The Logo The logotype was created by manually combining the looks of two different typefaces in order to create letters that complimented the shape of the crescent moon. The crescent moon was used instead of the letter O to bring in the bohemian aesthetic of the brand’s identity. This also helped to unite the typography
and the icon within the logo, rather than having them completely separate from one another. Using the pointed serifs instead of slab serifs made the logo flow better and kept that sense of continuity.
Brief 02 — Lunasol
Final Design
4/9
OUGD603 / Extended Practice
The Packaging We decided to create three variations of the packaging for different types of jewellery. Large black boxes were used for larger statement pieces and large bangles. Smaller, light pink boxes were used for smaller necklaces and earrings.
Lilac pillow boxes and celestial jewellery pouches were used for rings and anything small that wouldn’t tangle up. We wanted the packaging to be simplistic, clear and concise as we didn’t want to distract from the beautiful jewellery.
Brief 02 — Lunasol
Final Design
5/9
OUGD603 / Extended Practice
Brief 02 — Lunasol
Final Design
The Photoshoot Working with a photographer made the photoshoot a lot easier as Joe Pickering was really good at directing the models and had lots of ideas for the shoot. We spent 6 hours in Meanwood Nature Valley Trail taking photos and recording footage for the promo video. It was a really good day and we were
lucky to have average weather and hardly any rain on the day. Shooting on location added texture and context to the photos, and the woods definitely suited the free spirited feel of the brand. The only annoying thing about working with Joe was the turn around time. We didn’t get a full set of photos for 2
weeks when we agreed on a few days turn around, which meant that the rest of our designing was put on hold or uncompleted from running out of time.
Organising this photoshoot was definitely experiental and opened up my mind to possible future endeavors involving fashion and photography.
A lot of the photos were edited again by me as Joe hadn’t done that much editing to them and had given a couple of the photos really strange filters.
Although the organisation of the whole thing took a long time and was very stressful, the end result was definitely worthwhile.
6/9
OUGD603 / Extended Practice
Brief 02 — Lunasol
Promo Video We wanted the video to follow the free spirited and natural vibe that we were going for in the photographs, so tht they all worked together as a set.
Elliot was really easy to work with for the promo video as he understood exactly what we were going for and listened to all of our ideas.
After having a look at different film shots online, we wanted to include a lot of nature shots and footage of the models walking barefooted through bluebells and interacting with nature.
He also came up with a lot of shots without our direction which was useful as we could be directing photos whilst Elliot filmed the nature or other things going on at the same time.
The turn around for the video was quick and the final video can be found online on our blogs.
Final Design
7/9
OUGD603 / Extended Practice
Product Shots J’nae and I spent a further 6 hours or so in the photography studio taking hundreds of product shots of all of the jewellery using a variety of different props to bring life to the photos. We decided to take hand shots in the studio as we felt as though we were missing out on these from the location shoot with Joe Pickering.
Using the mandala backdrop and props like crystals, candles and Buddha heads helped to bring that Bohemian feel to the photographs. I thought that the props complimented the jewellery really well, and was extremely pleased with the quality of the final photographs.
Brief 02 — Lunasol
Final Design
8/9
OUGD603 / Extended Practice
Lookbook The lookbook was designed to be heavily image based to show off the different products and how they could be styled with a Bohemian touch. The photos taken by Joe and the product shots we took complimented one another really nicely and resulted in a lookbook that suited Lunasol’s brand identity entirely.
Brief 02 — Lunasol
Final Design
9/9