langston.
table of contents
1.
#VoteMad
2.
Women in Punk
3.
Lia Beauty
4.
Break the Cycle
5.
Wilkom
6.
Kosē Granulated Candle Kits
7.
Cuban Cafe & Bakery
8.
BOGUS Mag
9.
Tall Tails Bookshop
ADVE RTISING I D E N TITY
I D E N TITY & PAC KAGING ADVE RTISING I D E N TITY I D E N TITY & PAC KAGING I D E N TITY (RE B RAND ) ED ITORIAL I D E N TITY
#VoteMad ADVE RT I S I N G
#VoteMad is a national ad campaign for the nonprofit organization Rock The Vote that encourages young people and millennials to vote in the 2018 Midterm Elections. About 24 million millennials voted in the 2016 presidential election, and while that seems promising, there is a huge disconnect to the 41 million millennials using Twitter, even by the lowest estimate. These users are often tweeting about their concerns with policy and politics, so Rock The Vote wanted to encourage those same people to enact real change with their vote.
Women In Punk ID E N T I TY
Women in Music is a nonprofit focused on highlighting the work of women in the music industry. In 2019, they are hosting a music festival highlighting the last 50 years of the punk, DIY scene and the roles of women within the genre. According to a 2017 report from The Annenberg Inclusion Initiative, 83.2% of the music industry was comprised of men, leaving only 16.8% of women. Because punk has always celebrated itself as the genre of inclusion and acceptance, this festival is an important way to highlight these influential women of the scene and bring attention to new, up-and-coming bands.
Lia Beauty
IDENT ITY & PACK AGING Lia Beauty is an inclusive cosmetics brand that makes foundation for everyone. With a large range of foundation colors catering to every skintone, Lia is a trusted brand that brings representation and fun to the makeup counter. Each product box is secured with a belly band, ensuring easy accessibility by sliding the band off and opening the flip-top box with one or both hands. On the back of the belly band is a makeup swatch, which saves time and money by shade matching in-store with the product. The website for Lia highlights these details and puts a focus on the brand story, telling the reader that for each product purchased, one is donated to a local women’s/LGBTQ center. Because recent research done by George Washington University showed that beauty products marketed towards people of color have an increased amount of toxins like mercury and steroids, which encourages the damaging effects of skin lightening, Lia guarantees that their products are inclusive to all without any harmful additives.
Break the Cycle
ADVE RTISIN G
Biore’s new ad campaign Break the Cycle is steering away from their usual audience of teens and young adults and is focusing on an older, more socially and environmentally aware demographic. Biore is one of the few drugstore face wash brands who does not use microplastics as an exfoliator, so this campaign highlights the importance of this decision and why we should care beyond just clear skin. For this ad to be effective, it was important that anyone could see themselves in the imagery, so three faces were illustrated (one traditionally masculine, one traditionally feminine, and one gender-neutral) in complimentary colors so that no skin tones were highlighted or excluded.
Wilkom
IDENT ITY
Wilkom is an upscale restaurant serving Pennsylvania Dutch recipes in the heart of Philadelphia. All of the ingredients come directly from neighboring Lancaster County, home of Amish Country, and directly involve the community in the making of the food. The branding around Wilkom is based heavily on P.A. Dutch cultural design elements, like illustrations of pheasants and flowers that appear in hex signs. According to the Better Business Bureau, one of the best ways to learn about cultures is through eating their food, so Wilkom encourages those who grew up around the community as well as newcomers to come in and experience their recipes.
Kosē Granulated Candle Kits
IDENT ITY & PACK AGING
Kosē is a granulated candle kit company rooted in the Norwegian secret to a happy life, koselig. According to the World Happiness Report from 2017, Norway was the second happiest country in the entire world, and that is largely due to how intrinsic the feelings of warmth and comfort are to their worldview. These ideals of approachability and relaxation are shown in the branding through playful illustrations with a sketchy, human-feel that appear on the candle box packaging as well as in the print advertisements. Because each candle kit is themed after gloomy weather, that makes a consumer want to stay inside, light a candle, and relax, which drives brand loyalty.
Cuban Cafe & Bakery
IDENT ITY (REBR AND )
For the rebrand of the Cuban Cafe & Bakery in St. Augustine, there was a focus on the Cuban roots and authenticity of the company applied to their identity. The old logo featured a sun with a palm tree, showing a generic beach scene. For the new logo, themes of fauna specific to the island were drawn on, referencing the Cuban crocodile and the bee hummingbird, both of which are animals that can only be found in Cuba. Bringing these two iconic species together for the branding show an undeniably Cuban restaurant, aligning themselves more with the community in St. Augustine while also drawing in interested tourists. The pattern used throughout the menu and packaging is a modernized version of a Havana floor tile, bringing in shapes and colors to liven up the branding and make the experience feel more fun and authentic to Cuban architectural choices.
BOGUS Mag
EDITO RIAL
BOGUS Mag is an experimental independent magazine that combines fashion with contemporary culture. They are focused on the intersection between how styles reflect the current contemporary climate, and in that they have found a loyal following. Despite claims that print magazines are a fading medium, other companies have discovered that by combining fashion and lifestyle with sociopolitical topics of discussion, they have not only maintained readership, but grown, and that’s where BOGUS found its niche. To grow their readership, interesting and consistent magazine covers and spreads were crafted that have distinct photo styles and type compositions.
Tall Tails Bookshop
IDENT ITY
Tall Tails Bookshop is a bookstore in Knoxville, TN that houses foster cats until they are adopted. While they’re in the store, customers are encouraged to get comfortable in a chair and read their current favorite book to the cats as they decide what to purchase. According to the ASPCA, reading to cats improves literacy in readers and increases enrichment and socialization in cats, heightening their chances of getting adopted. Tall Tails is not only the home of furry friends, but also houses a large collection of fiction and nonfiction books, local and national zines, and tons of stationary. Their website outlines all of the services that they provide in a fun, clear way, drawing in potential consumers while also educating them about the problems around cat homelessness.
thank you.