Brand guidelines
2017
SAMPDA MAGO UGCD Level 2 Semester 5
Br an d g uidelin e s 2 017
vedi
Mystical and Metaphysical Store
Con t e n t s
What is Vedi Why it needs branding Current Market Status Target Audience Promotion Idea Brand Narrative Logo Graphic Language Mood Board Minimum Size Clearance Space Primary Colours Secondary Colours Typeface Web Typeface Print Misuse of logo Internal Stationery External Stationery Print Campaign Launch and testimonial Referencing Reflection Acknowledgement
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Wh at i s v edi ? Vedi is a mystical and metaphysical store. The name ‘Vedi’ means altar in Sanskrit. MYSTICAL- Inspiring a sense of spiritual mystery, awe and fascination METAPHYSICAL- Branch of Philosophy which deals with the first principles of things, including abstract concepts such as being, knowing, identity, time and space. The store primarily offers a wide array of products including all kinds of arcane esoterica but also provides services such as a meditation room, psychic readings with and without divination tools and guidance on the spiritual path ensuring safety. The rationale behind creating this brand is that a physical sacred space would affect all senses and be holistic as well as impactful as compared to an online shop. The angle is to celebrate the divine feminine through this store. The brand will make women feel empowered as goddesses.
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Wh y i t n eed s br an ding The store needs a strong brand image to make sure the subject is introduced as something familiar, positive and safe rather than unfamiliar and dark resulting from the misconception that miracles occurring through intervention of God or a saint are welcome but other channels are feared. Although the brand is based on the Hermetic Tradition, it doesn’t fit under a particular label like New Age, Pagan or Wiccan. There has been a case of a similar shop in Mumbai that got a lot of backlash on the grounds of promoting superstition because it promoted witchcraft. Branding the store as some place that welcomes only positive energy and subtly connecting it to religion as a concept will make the audience comfortable. Even if a lot of Wiccan supplies are sold we will not keep that as our brand image because of the negative associations it brings forward.
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Curr en t marke t stat us RELIABILITY This particular category of stores hasn’t been a popular one in India despite the country’s obsession with all things mystical. The closest there is to this category in India is exoteric and thus, religious as opposed to esoteric and magickal. There has always been a demand for a lot of things that would be sold at Vedi but almost all esoterica is sold online or through unreliable underground sources that cannot be traced if a problem occurs. Another observation is that these products are available but there is no one stop shop for them. It is important that the audience has a trusted source for everything that goes on their altar.
SAFETY It is essential that people know what they’re dealing with and they don’t misuse the products. No website or current store comes with a warning of the threefold rule
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to keep people on the right track. eg: a lot of frustrated teenagers cast love spells and unknowingly binding spells too because of how easy they are. As their suppliers, it is as important to us as selling the product to make sure no harm is being done.
COMMON GROUND Currently, a majority of all rituals taking place in India are religious. However, both esoteric and exoteric rituals need the same basic items. Common people have to source these items from pundits in most cases and it doesn’t have a fixed market rate. These items are hard to find for someone who hasn’t done it before.
INTERNATIONAL On the other hand, other countries have an abundance of New Age and Metaphysical shops. The shops have different kinds of materials and vibes depending on the area it is in eg: New Orleans has many voodoo shops, Salem has wiccan shops, in Scanadavia, the shops are based on their old pagan traditions (nordic, viking etc.). On this basis, it would make sense if a shop in India has strong relations with our roots as opposed to some fancy looking culture we can never fully be able to adopt.
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ta rge t au die nc e DEMOGRAPHIC Age- 18 to 30 Sex- Female Income- Upper Middle to Higher Eduction- At least college level Professions- Students interested in the subject, housewives and working women.
PSYCHOGRAPHIC Wise, non comformists, curious, aware, on a/ considering a spiritual path, open minded, non conservative, open to change and experimenting, looking for meaning and life purpose
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HOW WILL THEY CONNECT? Apart from the professionals working in this particular field, our target audience comprises of women. Everytime they walk in, they will be treated as the goddesses they are and the environment will closely resemble that of a support group. It’ll be our primary objective to educate the audience in order for them to decide what they need. Services like psychic readings and meditation room will also work towards engaging the audience.
SECONDARY TARGET AUDIENCE Our secondary target audience comprises of healers, psychics, holistic health professionals, yogis, vaastu and feng shui experts, astrologers, palmists and numerologists, which is basically the people practicing professions that align with our brand values. Age- 30 to 50 Sex- All This is our Secondary target audience because they are fewer in number.
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PROMOT ION IDEA A large part of the promotion will be via social media considering Vedi is a new brand with minimal resources. Through Print Advertising, we will attempt to grab the attention and engage our target demographic by juxtaposing our brand with popular Bollywood movies, to ensure the AIDA model is applied. The Big Launch will be on a sabbat wherein people will be called to engage and learn through music and dance, chanting and meditation. The event will be promoted through social media to appeal locally. We will be using #alteryouraltar as a hashtag on Instagram, Facebook and Twitter urging users to post pictures of their altars or sacred spaces. The goal would be to start a trend in order to engage potential customers.
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BRA ND NARRATIVE India is synonymous with spirituality, and although spirituality lies in the mind, it is channeled from within to the outer world through spiritual practices that require certain apparatus. This mystical history has branched out and evolved into paths that are both esoteric and exoteric, which means that the common and the uncommon coexist, and that the magical and the mundane have always been in concord. Over the years, our society encouraged adopting a religion or more commonly being born into one. However, some people and groups questioned it and yearned to create their own path as opposed to blindly following an inflexible one. The discord between spirituality and religion led to this becoming a very sensitive and intolerable subject. However, Vedi is a brand built on the belief that all spiritual beliefs including all religions stem from a single, original principle and understanding this will bring various belief systems into closer alignment.
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LO G O
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Mystical and Metaphysical Store
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GRAPH IC L A NGUAGE The name Vedi means ‘Altar’ in Sanskrit. Both the name and the logo have Indian traditional undertones to it so it wouldn’t be associated with anything dark. The symbol depicts the unification of all three stages of a woman’s life, which is the mother, the maiden and the crone into one. This would be a reflection of the Target Market and the celebration of the divine feminine in all forms. The colours used symbolize the unification of the physical body with the spirit. It may also symbolize enlightenment and protection. The adjective mystical has been used instead of the more commonly used new-age because of the brands strong ties to age old tradition and not new age, which is a broad movement characterized by alternative approaches to traditional Western culture. The logo is circular because it celebrates women and the creation. The orb in the center is a symbol of spirit guides.
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Triple Goddess Sun/Peace Fertility Focus/Awakening
MO OD B OARD
MI NI MUM SIZ E The optimal logo size is determined for individual media, depending on the area of application and printing 1.8cm
method. However the logo can only be reduced to a size that
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enables legibility. We have set a minimum size of 1.8 x 12 cm
Mystical and Metaphysical Store 2cm
for the primary logo and 1 x 3.16 cm for the logotype.
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1cm
Mystical and Metaphysical Store 3.16 cm
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CLEA RA NCE SPACE 3X
X
X
3X
We have given the logo a clearance space, which is
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represented by “x” as a unit
Mystical and Metaphysical Store
X
of measure. This space must X
not get compromised by other elements.
3.1X X
X
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X
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0.38X X
X 7.9X
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PRI M A RY COLOURS
CMYK: 49, 89, 58, 78 RGB: 29, 7, 23 HEX: 1d0717
CMYK: 31, 100, 78, 40 RGB: 106, 0, 34 HEX: 6a0022
CMYK: 22, 53, 70, 0 RGB: 199, 120, 77 HEX: c7784d
CMYK: 14, 35, 92, 4 RGB: 211, 159, 20 HEX: d39f14
SEC ONDA RY C OLOURS
CMYK: 91, 79, 62, 97 RGB: 1, 2, 3 HEX: 010203
CMYK: 8, 18, 53, 0 RGB: 235, 209, 120 HEX: ebd178
CMYK: 49, 88, 59, 78 RGB: 29, 7, 23 HEX: 1d0717
CMYK: 31, 100, 78, 40 RGB: 106, 0, 34 HEX: 6a0022
T Y PEFACE W EB HEAD CINZEL DECORATIVE (BOLD)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 .,?”!’:;() {} []/\%$#@*& BODY FORUM (REGULAR)
ABCDEFGHIJKLMNOPQRSTUVWQYZ abcdefghijklmnopqrstuvwxyz 0123456789 .,?”!’:;() {} []/\%$#@*&
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T Y PEFACE PRINT HEAD CINZEL (BOLD)
ABCDEFGHIJKLMNOPQRSTUVWQYZ abcdefghijklmnopqrstuvwxyz 0123456789 .,?”!’:;() {} []/\%$#@*&
BODY VOLLKORN (REGULAR)
ABCDEFGHIJKLMNOPQRSTUVWQYZ abcdefghijklmnopqrstuvwxyz 0123456789 .,?”!’:;() {} []/\%$#@*&
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MI SU SE OF LO G O DO NOT : 1. Change the orientation of the logo 2. Stretch the logo 3. Condense the logo 4. Replace the logo font 5. Remove any elements 6. Change the colour 7. Use the logo on backgrounds colours other than the ones specified in the palettes
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INT ERNA L S TATIONERY BUSINESS CARD
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LETTERHEAD
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EX T ERNA L S TATIONERY LABEL TAGS
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WAX SEAL
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EX T ERNA L S TATIONERY CANVAS TOTE BAG
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WINDOW SIGNAGE
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PRI N T C A MPA IGN Through our print campaign, we are aiming to grab the attention of our target demographic, which is essentially Indian women from ages 18 to 30. Since our concept will come off as unfamiliar if endorsed in its pure form, the idea behind the print campaign is to juxtapose it with a graphic element which the audience is familiar with and to target a positive emotion through the campaign to turn a potentially dicey product into a saleable one. In this case the portrayal of scenes from popular Bollywood movies in the campaign helps evoke a sense of safety and familiarity, and the addition of humour through the text makes sure the right message gets across. We have picked three popular movies to fit in this agenda, namely Kabhi Khushi Kabhie Gham, Devdas and Dilwale Dulhania Le Jayenge, and turned iconic scenes from the movie into graphics that fit the concept of the ad. This campaign is built keeping the AIDA (Awareness, Interest, Desire and Action) model in mind.
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vedi
Mystical and Metaphysical Store
Expanding your Sacred Space While
RESPecting your personal space.
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Mystical and Metaphysical Store
THINGS OPENING THIS JANUARY
our FIRST STORE your THIRD EYE
vedi
Mystical and Metaphysical Store
ALTER YOUR ALTAR BECAUSE
HEALING starts at HOME
LAUNCH & TES TIMONIAL Vedi’s grand opening will be on a sabbat wherein people will be called to engage and learn through music and dance, chanting and meditation. The event will be promoted all over the internet calling the public, and inviting psychics, healers, spiritual life coaches etc. to promote themselves and meet others in the same profession. We will sell fortune cookies on the streets near the store before the opening in which most of them will have discount coupons for Vedi or coupons for free samples. To attract the general public, music and movies pertaining to the subject will be screened in an outdoor cinema, preceeded by talks by independent women who are considered eccentric and progressive in their beliefs, including writers, social workers or even regular women who need a platform to channel their inner Goddesses and help each other grow.
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REFERENCI NG Mock-Ups | GraphicBurger. 2017. Mock-Ups | GraphicBurger. [ONLINE] Available at: https:// graphicburger.com/mock-ups/. [Accessed 01 December 2017]. Ceremony Décor Photos - Marsala-Colored Yarmulkes Inside Weddings. 2017. Ceremony Décor Photos - MarsalaColored Yarmulkes - Inside Weddings. [ONLINE] Available at: https://www.insideweddings.com/inspiration/photo/51150/ wedding-ceremony/marsala-colored-yarmulkes/. [Accessed 01 December 2017]. Capture My Arizona. 2017. Capture My Arizona Photo Contest - The Diversity That Is Arizona Gallery. [ONLINE] Available at: http://www.capturemyarizona.com/galleries/234. [Accessed 01 December 2017]. Pinterest. 2017. Pin by Judy D on Crystals | Pinterest | Crystals, Minerals and Mineralogy. [ONLINE] Available at: https:// in.pinterest.com/pin/331436853819906547/. [Accessed 01 December 2017]. The DNA Life. 2017. Artist Spotlight – Felipe Posada x The Invisible Realm | The DNA Life. [ONLINE] Available at: http:// thednalife.com/artist-spotlight-felipe-posada-x-the-invisiblerealm/. [Accessed 01 December 2017]. Amino Apps. 2017. That Night at Salem | Supernatural Amino. [ONLINE] Available at: https://supernatural. aminoapps.com/page/blog/that-night-at-salem/naCL_
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REFERENCI NG uVw3pZjJ1PBP4Nn6rBJMlKvKa. [Accessed 01 December 2017]. english 1-a. 2017. english 1-a. [ONLINE] Available at: http:// stephanymejia.blogspot.in/. [Accessed 01 December 2017]. Medium. 2017. Setting Self Love Ablaze – Abby Conway – Medium. [ONLINE] Available at: https://medium.com/@ abbyconway/setting-self-love-ablaze-4f9dc8d3cf99. [Accessed 01 December 2017]. AbZu. 2017. AbZu. [ONLINE] Available at: http://abzu2. tumblr.com/page/26. [Accessed 01 December 2017]. Briff.Me - Social Media Site & Best of Viral and Trending Stories. 2017. Great Photos - Each one has an Amazing Story. [ONLINE] Available at: http://briff.me/2015/03/10/greatphotos/. [Accessed 01 December 2017]. Imgur. 2017. Various Works by Autumn Skye - Album on Imgur. [ONLINE] Available at: https://imgur.com/gallery/ zfsBb. [Accessed 01 December 2017]. ॐ Cosmic Heartbliss ॐ. 2017. Category: Ascension - ॐ Cosmic Heartbliss ॐ. [ONLINE] Available at: https://heartbliss.weebly. com/blog/category/ascension/33. [Accessed 01 December 2017]. Encyclopedia Britannica. 2017. Venus of Willendorf | sculpture | Britannica.com. [ONLINE] Available at: https://www. britannica.com/topic/Venus-of-Willendorf. [Accessed 01 December 2017].
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REF LEC T ION Having already covered branding as a subject before in Semester 4, this project instilled a greater understanding of the subject in me. This project, in contrast to the previous one focused primarily on the promotion aspect of branding in addition to the identity. Since we were given a short amount of time for a relatively heavy project, the research had to be completed by week 1 & the brand identity required to be set in stone by week 2. This turned out to be quite a task for me as I was in the habit of spending close to half my work hours on ideas, concepts and research. However, that drastically changed with the completion of this project and I was able to achieve a balance. I also learned to balance contact hours with independant hours. The contact hours came to be extremely productive as the weekly targets were explained ahead of time.
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ACKNOW LED GEM ENT I would like to extend my gratitude to my tutors Shubham Roy and Niketa Chakrabarti for the prerequisite knowledge and constant guidance throughout the project. The formative assessment that was conducted by them enabled me to recognize the problem areas and target them at the right time.
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