Week 15: Reflection and feedback

Reflecting on my learning:

I love how independent this course is in a way, its part time so I was able to set aside my own times that I wanted to study. I had to make sure I was completely things on time and set aside enough time to be able to finish projects,

I really loved the colour aspect of this course. It was fun coming up with different colour schemes that had to represent a different identity. It made me happy when created a very aesthetic colour scheme which worked well. Even though it was slightly difficult for me to come up with copywriting ideas I did enjoy it. I found it interesting how a few words or stories can explain, identify and reach out to specific targets groups that you have designed for. I especially like coming up with ideas for short, happy and funny kinds of copy that put a lighthearted twist on identities. I also found it quite interesting learning the history of different fonts and where they came from, as well as making mood boards and finding the right aesthetic.

I had a reread of the concepts and idea generations PDF and it did make a slight bit more sense from when I first read it. The challenging part of generating ideas is coming up with a completely new idea from scratch, if there are no ideas flowing than it does become tricky for me. This is when the idea generating activities do come in handy. Trying to get my head around all the different tools on ai was sometimes a challenge. I would have an idea and wouldn’t be sure how to execute it on ai, it was then hard to find tutorials because I didn’t really know what I was lookin for.

I have learned a lot of new skills and techniques throughout this whole course from beginning to end and I intend to keep practicing and perfecting these skills in the future to become the best designer I can. I began this course with no knowledge of how to use Illustrator, I can now say that I have learned and can create a visual identity from beginning to end on Illustrator. I learnt how to create a style guide for an identity which will be very useful for the future if I ever have a client who wants a new visual identity.

Week 15- Preparing my files for print

When preparing my fonts for print they were all okay and active. I didn’t need to change them because they were already preloaded in the system. When preparing for print I found the process a little more challenging. I did have to change RGB to CMYK this part was straightforward and not very difficult. I managed to set the bleed for each of artboards, (the red lines?). I did have some background colours that stretched all the way out to the borders edge, which meant I had to add 3mm to each side, I wasn’t really sure about this and didn’t know how to make sure the all the distances were actually 3mm? I also had to move a few pieces of text away from the trim line that were too close.

Overall my experience with this was more of challenge than straightforward, I think with more practice it will become very simple.

Week 13 Copywriting for Moosies

The tone of voice I have in mind for the Moosises packaging is, friendly, tasteful, informal, natural, youthful, and happy. As well as being reassuring in a healthy sort of way, that says this product is 100% healthier than other dairy products.

Simple and fun advertising that will stand out to and draw in kids attention to the product.

Ideas for copy:

  1. Go with the brands original copy/slogan which is, Cool. Dairy. Simple. I think that this is quite clever, the product its self is simple with only a few ingredients, and the more minimalist packaging.
  2. For the packaging have short and simple facts about the product like, 100% for kiwis, 100% creamy NZ milk, natural flavors made from natural products.
  3. To make the packaging fun and stand out to kids, I could create some puns that relate to each of the flavors.

Slogan Ideas:

  1. Simply wholesome
  2. Cool. Dairy. Simple.
  3. On the go people love on the go snacks
  4. Just like ice-cream, only healthier
  5. Be apart of the cream team

For each of the five different flavors of Moosies I could create and have a different and creative name for each individual Moosies sachet.

  1. Chocolate: Chocolicious, Chocolate rush.
  2. Strawberry: strawberry pop, strawberry station,
  3. Banana: I’m bananas for you.
  4. Lime: Exciting citrus, lime burst.
  5. Blueberry: Blue Moon

I think I achieved some potential types of copy ideas for my packaging and brand.

Moosies Design Brief/ Brand Story

Because Moosies are somewhat an imaginary brand, meaning that (they don’t actually want to replace their branding), I will create a design brief that is self initiated because I am not able to ask an actual client of the brand.


TAGLINE: Cool. Dairy. Simple

ABOUT THE BUSINESS: Moosies are a unique and fun food product mainly aimed at kids. This food product is mixed between an ice block and a ice-cream, it is flavored frozen milk packaged like Juicies.

BUSINESS GOALS: To provide a healthier, natural and 100% creamy source of calcium straight from New Zealand, that is a alternative treat for on the go kids.

TARGET AUDIENCE: On the go NZ kids who want to treat themselves to a healthier option, also parents who want to give there kids a boost of calcium and health through a fun treat.

COMPETITIORS: TipTop, Kapiti, Much Moore- Calci Licks, Bulla- Frozen Yoghurt, Paddle Pop- strawberry milkshake.

IDENTITY GOALS: My goals for this new identity is to create a a fun, friendly and colourful packaging that will stand out to kids/younger generation. I want to try and identify the use of the New Zealand milk used to create the product, either by creating typography that gives of liquid/milk vibes, or some sort of packaging patterns that represents milk or cows in some way. I want to change the original typographic to make it look slightly more fun while keeping it minimal to still reference their tagline (cool, dairy, simple).

TYPE OF LOGO: Typographic logo, mainly focusing on the illustrative packaging.

DESIGN PERSONALITY TRAITS: Modern, clean lines, playful, fun, carefree, lively but also minimal.

Brand Story

More than 30 years ago our founder had a vision to create an innovative food production business, using healthy, delicious produce from the Nelson region. The first product he designed was Jucies, they were originally designed as a lunchbox drink, kids then started the trend of eating them frozen. This is were Moosies stem from, a fun flavored frozen milk drink that can be used for a lunchbox drink or an on the go treat.

We believe our packaging for Moosies should be 100% eco friendly. So that’s what we did, all of out box packaging and tubs are made from sustainably sourced wood pulp. Once you’ve emptied the box just chuck it in your compost with your vege scraps and let nature do the rest. Helping the environment doesn’t stop there, our Moosie individual sachets are made from recycled soft plastics and milk bottles, reusing the New Zealand milk bottles, which hold our creamy source of calcium we use to create our healthy dairy treat.

Not only do we care for the environment surrounding us, we care for the children and caregivers who want to support their bodies with a healthy snack. We support and provide Moosies to school canteens throughout New Zealand, we want to help parents and caregivers to be keen about their children eating healither products at school. We give all children throughout many schools access to healthier options that will support their bodies to build and maintain strong bones.

An environmentally friendly boost of health, supporting kids and families on the go.

Project 3 Identity For A Product/Brand

Moosies (Tasman Bay Food Co.)

Analysis and Research:

What is special about Moosies?: They are a natural flavored milk freeze (similar to Juicies), 100% made from New Zealand creamy milk, that gives you a great source of calcium. They are an alternative and healthier treat for kids that are on the go.

What makes them unique?: They are a unique and fun food product mainly aimed for kids. This food product is mixed between an ice block and a ice-cream, it is flavored frozen milk packaged like Juicies. From what I know there isn’t really any other frozen products quick like this. There are ice-creams and ice blocks but their just not the same as Moosies are. They have taken the ice-cream product and put their own twist on it. By turning New Zealand creamy milk into a sweet treat.

What is their target group?: This product is targeted at kids on the go and parents of those kids who want a healthy option to treat their kids with, and is available for school canteens throughout New Zealand.

What message should they convey?: They should convey the message of being an alternative, healthy, natural on the go snack for kids.

What atmosphere am I aiming for?: I want to aim for packaging that has a fun, friendly, vibrant and healthy looking atmosphere. I want it to have a energetic sort of feeling that stands out to kids, especially ones who are on the go. Or for parents who want a simple healthy treat to give to their children.

Where will the finished identity be visible? The Identity will be visible on box packaging which holds the individual products, sachets of the Moosies, icecream tubs and also any other marketing items like on websites.

Moosies Flavour Range - Chocolate, Lime, Banana, Blue Moon, and Strawberry
Moosies Vertical Box Chocolate and Strawberry

The photos above are what the original visual identity looks like. Some aspects of this identify will influence ideas for my new design. Obviously I am going to keep the bright pastel colours, as these are the flavors, but instead use them throughout the packaging. I like the simple look of the packaging and still want to keep that theme somewhat throughout the new identity as well. I want to further expand the design of the little drips of milk on the original identity.

This is the old packaging of Moosies, less simple and more literally related to cows through the cow print pattern.

Competition with other brands: The main competitors that Moosies have to look out for are the other specifically New Zealand ice-cream and ice block companies. For example Tip Tops popsicles, these brand represents their similar product through a less simpler packaging design that comes off as more youthful (In my opinion). I would like to make the Moosies packaging come off as a bit more youthful but still keep it simple. The typefaces are more bold a bright, there are more patterns and designs on the packaging compared to Moosies. Both Moosies and TipTop identify their product by having an illustration/photo of it shown on the packaging. Pretty much all of the NZ ice-creams brands identify their product with an image of the actual product its self on the outside. I want to kind of step away from this and try to identify the product inside through another design aspect.

Lemonade Zing

Another example of a New Zealand Ice-cream brand, Kapiti using photography to identify their product.


These are my first initial sketches for a typographic logo and the packaging. The logo was inspired by a font I found on adobe fonts, and the liquid aspect of milk to create a flowing looking font that bleeds into each letter. I also decided to go for a bolder, capital letter font to see if I preferred that over the lower case text. I also want makes sure that the logo of the the typography is cohesive with the packaging.

I went onto illustrator and looked for some different protentional fonts. I was drawn to the fourth and fifth font because of the bubbly drip like look which is what I wanted. I wasn’t completely happy with how it look so I played around with it on AI and created some new typography based off of it.
Here is the typography I created on AI, I got the drippy and bubbly, inspo from another font. I also traced this drip drawing off one of the sketches I drew. I want to either add this to the logo or just on the packaging. You can see the slight improvements on each logo, changing the way the dips fall or look.
This is the main logo at the moment, as well as a pastel and bright colour scheme of the colours I want to use, these are based off the different flavors that Moosies sell.
I did some further experimentation with types of fonts I wanted to use, I ended up going with the font Houschka. I also play around with the pen tool and created a liquid looking pattern that can be used for backgrounds and packaging.

I have finalized my primary and secondary logos. The top right is the main logo and the others are the tagline and the secondary logos on the bottom.

Week 9- Analysis Of A Very Colourful Identity

Waldo Trommler Paints

The main choice that the designers, Reynolds and Reyner of Waldo Trommler Paints have made to stand out from other competitor’s is the use of bright and bold looking packaging. They have created a brand with no corporate colours, usually other brands or paint brands in this case use 1-3 colours and stick with them throughout their identity. They wanted the brand to stand out and to do that they needed to create a design with elements that have not been used before by their competitors. This is where Reynolds and Reyner decided to feature a wide variety of bright colours throughout their brand identity. They have not chose a set scheme of two colours like other paint brands do, looking at their website and identity it looks as though they have used every single colour.

Waldo Trommler Paints wanted to show the main features of the brand, which are friendliness, quality and innovation. Their use of bright hues has created a very fun, bold, versatile and friendly looking identity that stands out. Their colour and image choices a very bright and neon looking which contrast well. For their individual packaging they seem to use two colours that contrast well, for example bright yellow and pink. They have also gone with a variety of capital lettering of sans serif fonts for their typography. The names of the products they have are printed very big and bold on the packaging, and is the main focal point. There logo which is lower case (wtp) is the only text on their products that is lower case.

I think that the chosen use of visuals for this brand are very appropriate, maybe even more so then other paint brands. Other paint brands use very dull colours that don’t really stand out from the rest. When I think of paint I think of a variety of different colours, hues and shades, which are exactly the elements that Waldo Trommler Paints have used to identify their paint brand. Using a wide variety of bright hues to identify the paint brand is a very effective way drawn in customers to their product, people will more likely chose the bright, inviting and friendly looking paint brand rather than dull paint brands. Waldo Trommler paints is overall a very distinctive brand identity.

Project 2- week 8

Live Trace Experiment

This week I learned how to turn a raster image into a a vector drawing. The live tracing tool is a great way to see your image with different amounts of colour and can completely change the feeling of the image. This tool is also very simple and easy to use which is good.

Below is the original photo I used to create 4 different vector versions. I like the contrast of the dragon fruit colours against the background. I wasn’t sure if there would be to much detail in the image.

Above is the first version, I used the black and white mode. This setting created almost a new image, couldn’t tell that it is a dragon fruit because of the lack of detail. It was interesting seeing the contrast that was picked up.
The second version was the grayscale. This has created a more detail version of a non coloured image compared to the first version.

I think that this third version looked quite abstract with the different colour blocks of contrasting colours. This was the 3 colour setting.

The fourth image is using 10 colours. I love how bright these colours are. The only downside is how there is a lot of anchor points which will make it hard to further edit.

Project 2- Identity For A Business, Organization Or Service

Research and Analysis

The beginning of my research started off by looking up different corporate businesses and organizations and getting used to how these identities can look. I got no inspiration from this and found that most of these businesses were huge brands or already have a good identity. I then researched some corporate identities that were rural to me, which fired up some more possibilities of identities.

The organization identity that I have chosen to rebrand is Golden Bay Museum. When thinking about this organization there is no strong visual identity that comes to mind, they also do not have a very clear logo. Which is why I want to rebrand this identity.

This museum organization provides research and education/entertainment services to the community, their mission is to preserve and interpret the history of Golden Bay. They also promote appreciation and enhanced understanding of Golden Bay’s cultural heritage for the enjoyment, education and enrichment of both the wider community and visitors. The Golden Bay Museum are very good at preserving Golden Bay history, researching for people and enhancing more knowledge of the history of Golden Bay to the community.

I researched some other museums that are located pretty close to the GB Museum, and one of their main competitors is Nelson Provincial Museum. These organizations are quite similarly represented mainly though their logo, which have both incorporated a symbol of a black coloured koru (shown below). I also learnt through research that both of these logos have been designed by the same person which explains the similarity. I would have to say overall that the identity of Nelson Provincial Museum is more updated and modern looking compared to the GB Museum which makes their identity more memorable, I also like how simple looking theirs looks. Another competition that GB Museum has is the Marlborough museum. Their logo is very simple as well with a sans serif front, when next to the Nelson museum they look very similar. I like how they designed the last “M” to create a heart shape.

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Nelson Provincial Museum Shop

I don’t think that GB Museum has a main target group, instead their target group is open and aimed at anyone of all age groups who wants to learn about the cultural heritage of Golden Bay.

The Golden Bay Museum is very unique as it is the only museum in Golden Bay, they also get to share the very special and unique story of how GB was the first place where there was European and Maori interaction. The message they should convey is that its their mission to preserve and interpret the history of Golden Bay.

The identity would be visible on websites, Facebook, signage and promotional material. The atmosphere that I will be aiming for is modern, with cultural aspects of Golden Bay.

Mood Board for Golden Bay Museum

Random Pairings Exercise

Overall I think this was a fun and helpful exercise. When I started this exercise I was stuck with ideas for my project, some of the word combinations I got didn’t trigger any ideas or concepts. Once I got a word connection that triggered any sort of idea, I was on a roll from there and more ideas kept on coming to mind. I think this exercise is a good way to get your creative mind flowing and then apply it to the work that you’re doing. In the end most of the ideas and concepts I came up with are very simple, but it is interesting to see how only two words can trigger any sort of idea.

Rough sketches and brainstorming for my Organization Identity

Here are some very rough and simple thumbnail sketches I have done for the Golden Bay Museum rebrand. I will continue to make more sketches and ideas as I am not very happy with them so far. Just getting any ideas I have so far onto paper.

GB Museum Design Focus

After doing some research about the GB Museum I found and wrote down some main focus words that represent the Museum and will help convey their message for the design. I thought that maybe doing this will spark some ideas for the identity.

  • Preserve, interpret
  • Appreciate, cultural heritage
  • Education, enrichment
  • Research, knowledge
  • Entertainment, history
  • Open target audience
More sketches for my rebrand, I’m slowly starting to see more of a vision for the organization.
I started to draw further detailed designs and protentional layouts of the bottom logo in the image above. I sketched a bigger and clearer version so I could use the pen tool on AI to play around with the design more.
These are some of the design I came up with on AI. First I went on to the Adobe font site and saved some I liked or thought would fit for the identity of the Golden Bay Museum. Because I was aiming for a modern atmosphere with some cultural aspects I chose mainly sans serif fonts, as they look very clean simple and modern. They also make a more bolder statement and clearer for people to see the organization from the road for example.

Above are some of the fonts that I liked and saved for inspiration. As well as three different colour scheme ideas I came up with, I chose the first colour scheme based on the meaning behind the colours. Golden Bay Museum look after information about history and want to educate the community, I did some research and found that light blue or blue colours are known to represent education, so I want to try and use it in my design. Orange represents joy, creativity, fascination, freedom and encouragement, I think that these words represent the museum well. Orange is also a very bright colour which can stand out and be more recognizable. I also thought to add some natural colours to give it that history/old feel.

I then played around with the (square) logo design and came up with a few new looking ones, incorporating the hills of Golden Bay, but I wasn’t too sure If I was happy with how they came out, they looked a bit to crowded. I loved how the (M) looked by its self just with the hills and square shape but obviously I needed to show that is was called GOLDEN BAY museum. So I chose not to go with this design.

These are some of the colour schemes I either made or saved from other. I want the colours of my identity to be inviting/welcoming and bold.
After playing around with different colour schemes by applying them to my logo, I ended up landing on this (above) colour scheme.

Blogpost- The Rule Of Thirds Principle

The rule of thirds is a compositional guide that breaks down (usually an image) into thirds both horizontally and vertically, so you have nine sections. By positioning key elements along the gridlines you will have a better composition. The gridlines help to position essential compositional elements.

The first person to cite and name the rule of thirds was an 18th century painter and writer named John Thomas Smith, In his book Remarks on Rural Scenery, John Smith quotes a 1783 piece of work by Sir Joshua Reynolds (an English painter), in which he discusses the balance of dark and light in a painting. John Smith expanded on this idea creating The Rule Of Thirds. The rule posits that a visual composition is most pleasing to the eye when its elements relate to an imaginary set of lines that divide the frame into equal thirds, both horizontally and vertically. 

For example if you were to shoot a landscape or sunset image, like in the picture below you would place the horizon line either along the top or bottom gridline. The tree in this image has been placed within the middle and right vertical gridline, making the composition asymmetrical. In identity design this is another way at looking at the layout of a design, like a webpage, menu, or business card. Or when designing a Iconic mark you could place the gird overlay of thirds over the space used for the design to help with the composition.

The rule of thirds also have four power points at the center of each gridline intersection, shown below.

This is where you position the main points and elements such as a head when shooting portrait or a flower for more still life images, this makes the composition feel more centered.

Identity Restyling Design Process

For Kotare Sands- Restaurant, bar and accommodation

After making some rough sketches and ideas for the restyle, I then moved on to refining them down to a few that I think might work for the identity.

These are the five that I have nailed it down to. Each have pros and cons to them, but I think out of the five I am leaning more towards the bottom two. I think they suit the theme of the identity the best and are the most versatile for when I comes to designing three products.

My next step in the redesign process will be to play around with different fonts on Illustrator and attempt to customize them. I will then try to design the logomark of the bird on Illustrator and see how it looks with the text.

After playing around on illustrator I came up with some new and different designs from my original sketches. I did get inspiration and decided to incorporate the bird from the bottom sketch. At the top left you can see a black out line of the bird, this was image traced from my sketch but I did not like how messy it looked. It did help me envision what the logo could look like.

when finding a font I like I mucked around with it and added more white space to the R, A’s and D’s. I thought that the white space on the “R” looked like the beak of the kotare bird.

Here are the final three logos and identities I landed on, for the three items. For a menu, business card and building sign, I can always change them around for other products that are part of their identity. I chose this colour scheme as the blue represents the bright blue colours of the kotare birds feathers, and the natural brown colour represents the sand, I think they both contrast well.

I then moved on to creating and designing the final products and the visual identity for each one, making sure that they all are cohesive and relate to each other.

Here are the business cards I created for my identity. I think the improved logo and visual identity now looks a lot more modern, mature but can also target mixed age groups because of the natural colours.
Kotare Sands menu
Building sign