I have created a design brief for my client. It has been agreed on by both parties. This process was incredibly eye opening. It helps me identify gaps in the brand that need to be addressed that a new identity wouldn’t have solved if I didn’t have very detailed discussions with the client.
Also, creating the brief I also realised that I have been researching the wrong competitors for Love Nest. Their competition is not other brands making was wraps, but rather High-end design brands that are using design trends and sustainability together in a modern and chic way. This is my next step.
The Client: Love Nest
Love Nest is a New Zealand made, eco-friendly textiles and homewares brand. They create stylish beeswax food wraps, lunch & snack bags, linen totes, fabric produce bags, linen aprons, tea towels and all hand printed and locally made.
They are part of the homewares and lifestyle industry.
Their brand philosophy is to create uniquely designed beautiful eco-friendly homeware solutions that are made and designed in NZ.
Currently, Love Nest is new to the market place and are trying to get their brand known. They are currently struggling to get a cohesive aesthetic that sets them apart from their competitors.
The goals of this new design is to create a professional and cohesive visual identity that can be used for all branding such as product packaging, web and marketing collateral.
The purpose of this artwork is to enter a new market and indicate that they are sitting at the high-end of the homewares marketplace.
The design is a new design for Love Nest, however could retain some aspects of the existing logo (however not essential).
There is not enough of a community/following with the brand. They need to establish greater awareness and brand loyalty.
An underlying problem I have identified as the brand identity overall needs more cohesion. It needs to look clean, professional and high-end in all areas of representation including logo, imagery, packaging ect.
The key message is an artistic, chic and beautiful homeware brand with a handmade local quality about them.
Sub Message: Eco-friendly brand.
Brand Values Reflected: Simple home living values and beautiful colours and print. Simply living, slowing down and respecting our home sparks joy into every day life.
Unique Selling Point
Unique design (by Textile Designer), original designs, stylish, eco-friendly, beautiful colours, handmade and made in NZ.
They differ from competition because they are targeting the more stylish higher end market who want beautifully designed homewares (rather than the family market in supermarkets and health food stores).
The niche market that Love Nest is looking to target people who value simple living and look to find joy in beauty. They are ethically and environmentally conscious. The product are for use in the home which brings a focus back to simple living, caring for your family, taking time to make food, and connecting with the simple things. They value spending time at home in the kitchen and can afford to make choices based on style and ethics. They appreciate design and beauty and love to decorate their home.
Love Nest’s position in the market could be the higher end since they are really quality and speciality items. They could be targeting professionals who have a disposable income and a keen eye for design however are revaluating their values since lockdown and want to spend more time connecting with their family and living a slower, more conscious and more local lifestyle.
Handmade but in a chic way, perhaps an air of artistic excitement!
Artistic, beautiful, organic perhaps with the fabric choices and a lot of colours, feminine, warm and edgy.
Black and White – clean aesthetic. Nothing to take away from the existing textile designs on the product.
The client has given an idea of the style they are after from their Pinterest board:
The deadline for this time frame is 19th June 2020. The client has three days to return feedback during the production stage (only so short due to the tight due date sorry).
The visual identity will need to be used:
Online – website, social media sites
Packaging – Wax wraps, swing tags ect.
Collateral – Invoice, Business card
Any copy (text) that needs to be included will be supplied by the client.
Print, Web and Vector quality files.