lalalotl
boutique
2019 Brand Identity Design Guide
2
Table of Contents Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Project Brief . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Design Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Basic Elements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Color . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Typeface . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Stationery Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 Letterhead . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 Envelope . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 Business Card . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 Folder . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 CD Envelope & CD . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28 Mockups . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
Signage Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 Entrance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35 Exterior . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37 Sectionals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39 Animal Info . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41 Return Policy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43
UI Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45 Tablet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46 Smartphone . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48 Mockups . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50
ďťż| Table of Contents 3
Introduction Project Brief Design Overview
Project Brief Animals such as sharks, spiders, and snakes are not normally thought of as cute to most people, but there are still many individuals who find them charming. The company founders are among those individuals with an afinity for odd animals and have found that there is a shortage in representation in the plush world. As such, the founders aspired to create cuddly alternatives of unconventionally cute animals so those with more niche interests may find a haven within its stores.
Their aspirations lead to creating LaLaLotl Boutique, a store specializing in a cute, soft, and sweet aesthetic of unconventionally cute animal characters with simplified designs. Stores hold plushies, squishies, keychains, charms, socks, and various types of stationary. The company's endearing designs serve to entertain and comfort consumers by affordably combining the cute aesthetic with everyday items. If one or two cute friends are not enough, more enthusiastic consumers may invest in a variety of themed collections rotated throughout the year.
This design guide documents various elements that make up the brand identity of LaLaLotl Boutique.
Introduction | Project Brief 6
Design Overview To correspond to company goals of bringing lesser liked animals to popularity, branding for LaLaLotl Boutique must reflect a cute aesthetic on small to medium items offered. Designs are also unified with the general animal character design.
The axolotl was chosen due to the relatively friendly expression and soft colors natural to the amphibian. An otherwise more feared and unconventional animal as a mascot may be unappealing to a general audience, but the axolotl may entice new customers to peruse the shelves. However, the main goal is to reach customers with specific interest in unconventionally cute animals.
The target audiences are young girls and women ages 5 to 25 from a low to middle income background interested in cute objects for the home, for decorating belongings, or as comfort items. Specific attention is paid to the interests of less popular animals. Clean and modern typefaces are used to appeal to younger audiences. Bold typefaces allow the logo to stand out more while a lowercase style is applied to limit an assertive impression, where as an uppercase style may denote yelling. Round, organice shapes are integral in the designs, from shapes and illustration to typogrpahy, to accomplish the soft appearance similar to plushies.
Introduction | Design Overview 7
Basic Elements Color Typeface Logo
Color A limited, pastel color palette of pinks, blues, and white is attributed to the brand. The cotton candy like association of the colors promote a sweet and light appearance. The softer and more subdued hues would also reflect a calmer theme in line with company goals. Harsher, heavily saturated, or darker colors would be too abrasive. The logo is mostly limited, with flat, single tones of the main colors.
Stationery and signage may utilize varying tones of the main colors in 25% increments.
Basic Elements | Color 10
Sky Blue HEX code=#61c8f3 C=54 M=2 Y=0 K=0
Pastel Magenta HEX code =#f498c0 C=0 M=51 Y=0 K=0
White HEX code =#ffffff C=0 M=0 Y=0 K=0
Basic Elements | Color 11
Typeface Logo Typeface A tailed sans serif typeface was chosen to convey the lighthearted atmosphere of the stores. The bold stroke with round joints was added for a softer look, mimicking the curved tails of the typeface. To incorporate some depth to the logo the word was duplicated and moved down 3.183 points, creating a slight 3D effect.
For the main word to stay on top of the hierarchy, the qualifier “boutique� uses a less decorated sans serif with prominently round shapes. The small font size and thin letterforms take up much less space do not detract from the larger and bolder main word.
duplicated and moved down 3.183 pt
lalalotl lalalotl
boutique
Basic Elements | Typeface 12
Coquette - Regular 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 0123456789 ! ? & % “" # / * . , ; : - ()@
All Round Gothic - Book 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 0123456789 ! ? & % "" # / * . , ; : - ()@
Basic Elements | Typeface 13
stroke weight round joint 2% of font size
e.g., "Titles & Headers" is in 90 pt font. The stroke weight is 2% of 90 pt which is 1.8 pt.
Basic Elements | Typeface 14
Body Typeface Helvetica LT Std - Roman 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 0123456789 ! ? & % "" # / * . , ; : - ()@
Helvetica LT Std - Bold 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 0123456789 ! ? & % "" # / * . , ; : - ()@
Basic Elements | Typeface 15
Logo Symbol To have the symbol correspond to the name of the store, the axolotl was used as a base to create the mascot. The animal is stylized to a simple pink cartoon head with the exterior gills reduced to an elongated teardrop shape. This reduces clutter in the logo but still maintains recognizability to those who are familiar with the axolotl. The head is tilted 10° for less rigid symmetry and a more playful look.
10°
Basic Elements | Logo 16
1 2/5 x
B&W Ratio
lalalotl
boutique
x 1/6 x 1/3 x
1/5 x
Basic Elements | Logo 17
Master Logo
lalalotl
boutique
Basic Elements | Logo 18
Variations
lala lotl
boutique
Basic Elements | Logo 19
Whitespace
lalalotl
boutique
1/5 x
Minimum Size lalalotl
boutique
1 in.
Basic Elements | Logo 20
0.365 in.
x
Basic Elements | Logo 21
Stationery Design Letterhead Envelope Business Card Folder CD Envelope & CD Mockups
Letterhead 0.50 in.
lalalotl
boutique
3.25 in.
11 in.
3.25 in.
1.56 in.
3.58 in.
19285 Xochimilco Lk, Mexico City, Mexico 99102
0.25 in.
725.262.6337
0.35 in. 8.5 in.
Stationery Design 24
www.lalalotlboutique.com
0.22 in.
0.48 in.
Envelope 0.25 in. 0.20 in.
lalalotl
0.43 in.
LaLaLotl Boutique
19285 Xochimilco Lk b o u t i q u e Mexico City, Mexico 99102
5.15 in.
0.17 in.
4.125 in.
3.40 in. 0.40 in. 4.18 in.
4.18 in. 0.22 in.
Stationery Design | Envelope 25
Business Card
2.5 in.
0.63 in.
3.5 in.
lalalotl
0.70 in.
0.70 in.
0.73 in.
boutique
0.16 in.
Sally Mandel
0.125 in.
President
1.00 in.
1.52 in.
IG & Twitter|@LaLaLotlBoutique
0.40 in. 0.38 in.
Stationery Design 26
725.262.6337 sallymandel@lalalotl.com www.lalalotlboutique.com 19285 Xochimilco Lk Mexico City, Mexico 99102
0.32 in.
0.18 in.
0.38 in.
0.42 in.
0.51 in.
0.47 in.
Folder 12.0 in.
2.84 in.
lalalotl
boutique
0.92 in. 9.0 in.
1.01 in.
3.92 in.
1.63 in.
6.35 in.
2.38 in.
unusually cute, wonderfully weird.
0.77 in. 4.27 in.
6.35 in.
0.93 in.
0.16 in. Symbol underneath pocket 3.12 in.
1.98 in.
3.42 in.
0.61 in.
Stationery Design | Folder 27
CD Envelope & CD 4.75 in.
0.85 in.
lalalotl
b o u t i q u e 0.79 in.
1.78 in.
2.05 in.
0.89 in.
4.75 in.
1.83 in.
0.50 in.
Stationery Design | CD Envelope & CD 28
5 mm
116 mm
20 mm
45 mm
Stationery Design | CD Envelope & CD 29
Mockups
Stationery Design | Mockups 30
Stationery Design | Mockups 31
Signage Design Entrance Exterior Sectionals Animal Info Return Policy
Signage Design 34
Entrance
3.72"
3.72"
4.68"
boutique
2'11"
lalalotl
2'11"
3.72"
lala lotl
3.96"
boutique
2.88"
2.04"
2'
7'
8'
5'5"
Signage Design | Entrance 35
Signage Design 36
Exterior
2'0"
lalalotl
boutique
3 '0"
5'5"
25% OFF*
ALL ITEMS *when you tweet @lalalotlboutique using the hashtag #lalalotl
3" 2'3"
Signage Design | Exterior 37
Signage Design 38
ishies
essories
Sectionals 10.71" 5.39"
2.64"
squishies
1'3"
stationery
4.70"
squishies 3' stationery
7.17"
stationery
accessories accessories plushies
plushies
plushies
8'
5'5"
Signage Design | Sectionals 39
Signage Design 40
Animal Info 7'3.71"
6.37"
1.44"
1.42" 11" Axolotl
0.76"
Habitat
freshwater lakes & ponds
Lifespan
10-15 years
Diet
mollusks, worms, insect larvae, crustaceans, and some fish
1.78"
Tapir
4'1.28"
Hognose snake
Habitat
forests and grasslands
Lifespan
25 to 30 years
Lifespan
18 years
Diet
water plants, fruits, and buds
Diet
Habitat
frogs, toads, small lizards and other small snakes
loose sandy or gravelly soil
3'9"
5'5"
Signage Design | Animal Info 41
Signage Design 42
Return Policy 2'3" 1.78"
5.82"
Return Policy 3"
We accept returns within 30 days . You can return unopened items in the original packaging within 30 days of your purchase with receipt or proof of purchase . • If 30 days or more have passed since your purchase, we cannot offer you a refund or an exchange . • Sale items are non-refundable. To return the item you purchased, please mail it to: LaLaLotl Boutique 19285 Xochimilco Lk Mexico City, Mexico 99102
Only defective or damaged goods can be exchanged .
8.16"
In circumstances where you consider that a product is defective, you should promptly contact us at 725 .262 .6337 or lalalotl@boutique .com with details of the product and the defect .
Examination of items for eligibility . Upon receipt of the returned item, we will fully examine it and notify you via email, within a reasonable period of time, whether you are entitled to a return or replacement . • If you are entitled to a return, we will refund your purchase price and a credit will automatically be applied to your original method of payment . • If you are entitled to a replacement, we will send you a replacement product . To follow-up on the status of your return or exchange, please contact us at 725 .262 .6337 or lalalotl@boutique .com . Refunds do not include any shipping and handling charges shown on the packaging slip or invoice . Shipping charges for all returns must be prepaid and insured by you . You are responsible for any loss or damage to hardware during shipment . We do not guarantee that we will receive your returned item . Shipping and handling charges are not refundable . Any amounts refunded will not include the cost of shipping .
3'4"
lalalotl 3" boutique
3.71"
5'5" 3'10"
Signage Design | Return Policy 43
UI Design Tablet Smartphone Mockups
Tablet 768 px width account
cart
lalalotl
boutique Search...
Characters
Plushies
Squishies
Accessories
Stationery
About LaLaLotl
About: Section with company description and what customers may find in stores.
Banners: Promotionals of sales or limited collections available with direct link to online catalogue.
We specializing in a cute, soft, and sweet aesthetic of simplified, unconventionally cute animal characters designed with a rotation of unique collectible themes . Animals such as sharks, spiders, and snakes are not normally thought of as cute to the general population, but there are many who do and are looking for a way to keep the animals semblance around . We cary a variety of items with cute renditions of unconventionally cute animals so those with more niche interests may find a haven within our stores . Stores hold plushies, squishies, keychains, charms, socks, and various types of stationary . Endearing designs serve to entertain and comfort consumers by affordably combining the cute aesthetic with everyday items . Our customers may collect items associated with a certain theme or animal in mind!
20% OFF
when you tweet @lalalotlboutique using the hashtag #lalalotl
The Halloween Collection is Out! Shop now!
Featured Products
Tapir Plushie
Shark Plushie
Bat Plushie
Shoebill Stork Ministrap View More
Learn more about LaLaLotl animals!
UI Design | Tablet 46
Axolotls Helping Scientists
Tapirs Key to Rainforests
20% OFF
when you tweet @lalalotlboutique using the hashtag #lalalotl
The Halloween Collection is Out! Shop now!
Featured Products
Carousel: Cycle of featured products users may scroll through or use the arrows to browse. Tapir Plushie
Shark Plushie
Shoebill Stork Ministrap
Bat Plushie
View More
Learn more about LaLaLotl animals!
Axolotls Helping Scientists
Tapirs Key to Rainforests
Salamanders are champions at regenerating lost body parts . Salamanders stand out as the only vertebrates that can replace complex body parts that are lost at any age, which is why researchers seeking answers about regeneration have so often turned to them .
Carousel: Educational Articles of related company animals with brief synopsis to preview article. Many of the animals are not as known. Articles are provided to educate customers of animals and conservation opportunities.
A study, based in the Brazilian Amazon, found that these fruiteating mammals spend significantly more time in burned forests than those that are relatively untouched . As a result, tapirs leave behind more seeds in their droppings in these “degraded” landscapes .
Location LaLaLotl Boutique 19285 Xochimilco Lk
Sign up for our newsletter! Email...
Mexico City, Mexico 99102 subscribe
Newsletter: Textbox to enter email for newsletter. Icons: Social media icons redirecting to respective sites.
Need help?
FAQ
Contact us
© 2019 LaLaLotl · All rights reserved .
Map: Directs customers to store.
Shipping & Returns
Help: Links for customer assistance with frequently asked questions, contact information, and the return policy. to enter email for newsletter.
UI Design | Tablet 47
Smartphone 375 px width
lalalotl
boutique
About: Section with company description and what customers may find in stores.
About LaLaLotl We specializing in a cute, soft, and sweet aesthetic of simplified, unconventionally cute animal characters designed with a rotation of unique collectible themes . Animals such as sharks, spiders, and snakes are not normally thought of as cute to the general population, but there are many who do and are looking for a way to keep the animals semblance around . We cary a variety of items with cute renditions of unconventionally cute animals so those with more niche interests may find a haven within our stores . Stores hold plushies, squishies, keychains, charms, socks, and various types of stationary . Endearing designs serve to entertain and comfort consumers by affordably combining the cute aesthetic with everyday items . Our customers may collect items associated with a certain theme or animal in mind!
Banners: Promotionals of sales or limited collections available with direct link to online catalogue.
20% OFF
when you tweet @lalalotlboutique using the hashtag #lalalotl
The Halloween Collection is Out! Shop now!
Featured Products
Tapir Plushie
Spider Plushie View More
Learn more about LaLaLotl animals!
UI Design | Smartphone 48
Axolotls Helping Scientists
20% OFF
when you tweet @lalalotlboutique using the hashtag #lalalotl
The Halloween Collection is Out! Shop now!
Featured Products
Carousel: Cycle of featured products users may scroll through or use the arrows to browse. Spider Plushie
Tapir Plushie
Initial products displayed reduced to two.
View More
Learn more about LaLaLotl animals!
Axolotls Helping Scientists
Salamanders are champions at regenerating lost body parts . Salamanders stand out as the only vertebrates that can replace complex body parts that are lost at any age, which is why researchers seeking answers about regeneration have so often turned to them .
Location
LaLaLotl Boutique 19285 Xochimilco Lk Mexico City, Mexico 99102
Sign up for our newsletter!
subscribe
Need help? FAQ
Contact us
Shipping & Returns
Š 2019 LaLaLotl ¡ All rights reserved .
Carousel: Educational Articles of related company animals with brief synopsis to preview article. Many of the animals are not as known. Articles are provided to educate customers of animals and conservation opportunities. Initial articles displayed reduced to one.
Map: Directs customers to store. Newsletter: Textbox to enter email for newsletter. Icons: Social media icons redirecting to respective sites. Help: Links for customer assistance with frequently asked questions, contact information, and the return policy.
Sections stacked for vertical viewing.
UI Design | Smartphone 49
Mockups
UI Design | Mockups 50
UI Design | Mockups 51