Book of Process
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Taylo r
Gonn
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, 2017
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Table of Contents The Company.................6 10.................The Problem The Process.................12 16.................The Solution The application.................24 5
The Company Milo’s is a women-owned company based out of rural Alabama. The company was founded in 1946 by Milo and Bea Carlton. Milo’s was originally a restaurant, but then they began selling their teas on the side. Multiple locations are in Alabama. The company has a tight connection with its roots, never changing its logo in its time.
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Their audience is mainly people in rural communities, especially those in the Southern United States. Thanks to their restaurants in Alabama, many of their customers are going to always shop for their tea. Recipes are available from their company to use their teas in cooking as well. Milo’s uses non-GMO ingredients in all of their products, and they were the North American Tea Champion in 2016.
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The Problem Thanks to Milo’s dedication to tradition, their logo has not even gone through a refresh in their history. This is a problem for their brand because it has made their product obsolete.
New products, however, have been given newer packaging; but the packaging for the majority of Milo’s products the design has remained unchanged for many years, utilizing general gallon and half gallon containers.
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The Process I struggled with how I wanted to represent Milo’s in their logo. Many of my early logos were a jumble of masculine, feminine, modern, and old style. I could not decide between a logo with emphasis on just the word Milo’s, or to use Milo’s Tea in the logo. A leaf motif was envisioned to add a fresh element to the logo as well.
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Milo’s Tea
Digital sketches of potential logos.
Milo's Tea MILO’S TEA 14
Milos’
Milo’s Tea
Milo’s Tea MILO’S
Milo’s Tea Milo’s tea Milo’s Tea MILO’S TeA
Milos’ Tea
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The final iterations of the logo.
The solution This logo was developed in order to give the Milo’s brand the top of the visual hierarchy. The tea element of the brand is secondary to the main component of the brand, so it has a smaller presence in the logo. The leaf motif is placed in order to give a larger credit to Milo’s dedication to using non-GMO and organic ingredients.
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This decal was developed for a more general emphasis of the Milo’s brands, not just their teas. Various formats such as billboards, wall posters, bags, and any other rectangular element that can take advantage of this decal.
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The application In order to make this redseign of Milo’s brand successful, there needed to be properly thought out applications to clothing, posters, packaging, and physical compnonent of the brand such as letter heads and business cards.
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Johnny Appleseed 12345 Infinity Loop Los Angeles, CA, 12345
Johnny Appleseed 12345 Infinity Loop Los Angeles, CA, 12345
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Johnny Appleseed Art Director (555) 555-5555 johnnyappleseed@apple.com johnnyappleseed.com
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COLORS and fonts
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These three posters illustrate the elements that make up the Milo’s Tea brand. Milo’s Tea has different types of teas such as peach tea, lemonade-infused tea, and lemonade. The posters were created to be bold, and bring attention to the main goal of the Milo’s Tea brand.
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Taylor Gonnerman © 2017