Project Three – Brand Story

Because I’ve opted to create an imaginary brand I will be conveying my Brand Story as a sort of ‘idealistic’ goal for the future of my imaginary brand – Planted.

“Tending to a plant and seeing it grow & develop is a small joy that everyone should be able to experience. It’s achievable for anyone, of any age and of any ability. 

With so many varieties of plants, each adding their own personality to the space, we at Planted believe the vessel that holds them should match this too. Our goal is to produce products that aid in the growth of your plant-baby – but also add a bit pizzazz to its space. Finding a functional, stylish pot can be a challenge but we’re striving to achieve that. 

I think it’s safe to say we’re all living in a pretty stressful time, but each little piece of nature you put in your home has been proven to reduce stress levels – and it doesn’t hurt that they can look amazing too! They can bring those tropical summer vibes to your home when it’s nothing but grey skies outside & they can help clear your air when it’s stuffy inside. So it should be no wonder that the team here at Planted wants to help with that! We’re aiming to provide a platform for local artists and groups to design their own plant pot design for you and your plant friends, while also providing our own base range that looks cool and also drains well! No more leaving plants in their nursery pots, or drilling your own drain holes!”

Project 3 – Identity for Product or Brand

For this project the objective was to create a new visual identity for a (imaginary or real) product or brand. I really struggled to find a start-up brand that interested me or I felt need a re-design & so I decided to create my own.

I’ve felt as though in the last 3-5 years, house-plants have really become a house-hold ‘trend’ where plants are collected & loved by a wider scope of people than in the past – myself included. I think in the past, large house-plants or interesting plants were more of an item purchased by home-owners & more focused for the outdoors. But as of the last couple of years, I’ve really noticed that more young people are adopting gardening and picking up more & more plants for their flats, homes & work-places – creating a trend.

Although, with this, I’ve also noticed a hole in the market for affordable, stylish and effective planters or plant product – particularly in the New Zealand market. I personally really love finding unique, fun planters but always struggle to get them at a decent price, or with a drainage hole! With the more plants people are accumulating I can definitely see a need for fun & functional plant pots.

I’ve decided to call my imaginary brand “Planted” – to keep it simple and to the point. I’ve taken inspiration from Pinterest to build an idea of how I want the plant pots etc. to look/feel.

I’ve noticed that most competitors like Mitre Ten Mega, Kmart etc. have plain, large clay or ceramic planters with no drainage hole or no drainage system, which is important for plant health.

Going into this, I want to create a simple logo, with a bright, pastel colour-palette to represent the brand. I aim to create three products, a pot, a watering globe and watering can.

Week 8 – Live Trace Experiment

This weeks activity is turning a raster image into a vector file. I have a monstera plant right by my desk, so decided with a using a monstera leaf as my raster image. I chose a high contrast image, as I thought this may work better with the function.

This is the original raster image. I did not resize it as it lost resolution quickly (as expected). I love the vibrant greens within this image!

The first image trace preset I chose was the ‘silhouettes’ one. I think this performed well and would be suitable for a simple logo.

The second preset I chose was the ‘low fidelity photo’ preset. I like how this one still showed the interesting green palette seen on the original photo, yet still wasn’t cluttering.

Lastly, I picked the ‘shades of grey’ preset. This one I think would be useful to see if the image created still held up as an interesting ‘logo’, however, I think in this instance it doesn’t do the original image justice. It does, however, show that the original image is still interesting as a grayscale – a tactic previously mentioned in past session PDFs.

Project Two – Business Identity

For this project I decided to choose a sort of start up business. I’ve been chatting to my partners father whose decided to go out on his own as a Kitchen Designer after working successfully as a certified kitchen designer for an existing joinery company. I thought it would be an interesting challenge to design a logo for a start-up business which consists of a singular individual, rather than a whole company with multiple designers/individuals. Kitchen design is unique as the consumer/client picks the designer for their product, rather than the product itself. To me, this is what makes the business logo important as it reflects an individual and is a tool to represent an individuals design identity, rather than the product delivered, as this varies from client to client.

I’ve done some research by chatting to Craig, this has allowed me to uncover exactly what he wants his logo to represent. Taking the prompts from the project outline, I’ve detailed what Craig would like his business identity to be.

Craig is first and foremost a Kitchen designer, although he does design bathrooms and other living spaces. He has a history of delivering bespoke, customer kitchens for clients in the upper-middle class. Typically these clients are looking for a quality, custom kitchen that reflects their own style and purpose.

What makes Craig unique is that he is the only certified kitchen designer in the top of the south, which means his clients expect a high-quality, professional service and product. He requires a logo that is clean, professional and evokes a sense of quality as this is what his current clients are expecting. This will also be critical for gaining new clients, who come to him from seeing magazine features etc. As his kitchens differ in style (based on clients tastes and needs) his logo must not have a strong sense of one particular aesthetic, as this may misled clients into thinking he only designs a set style. Thus, through conversation, we settled on aiming for a sophisticated, clean logo that focuses more on the business name (Craig Hooper Design) as this is how he’ll be identified within the design field.

Because most kitchen designers work under a Joinery business, rather than have an individual logo, I decided to look at interior design logos. These business’s also tend to focus on marketing an individual and their skills, rather than a whole company/brand.

This is the mood board I developed on pinterest, which will serve as inspiration.

I wanted to aim for a logo that was clean, modern and looked high-end, as this is the types of kitchens Craig designs. For added inspiration, I also looked at some of his previous designs, which Craig kindly sent through.

I started by drawing some thumbnails using Craigs initials etc.

(sorry for the terrible quality, couldn’t scan very easily!)

I then went to Illustrator to see how these worked digitally, and whether I could find a font that had the right fit.

Visual Identity – Project One

I went through pinterest and pinned a couple of posts of branding and visual identity that I like/appeaI to me. I mostly focused on food items as my target brand has food items as its main product.

Target Brand – Pams

I decided to use Pams as my target brand. Pams is a budget brand I grew up with, and after doing a bit of research for this project, I’ve learnt that the brand ‘Pams’ surprisingly aligns itself with a lot of key virtues. I think would appeal to its consumers if more widely known. Pams strives to meet animal welfare standards in New Zealand, adhering to the Animal Welfare Act and MPI codes of welfare. Despite being a ‘budget brand’, Pams strives to produce sustainable, ethical products. Usually the stereotype of ‘cheap’ brands tends to come hand-in-hand with unsustainable products, however Pams is beating this. Despite, I believe its branding and package design doesn’t evoke the feeling of ethical and sustainable to the modern consumer. I have created a pinterest board of Pams products, along with my thoughts to show this.

For my re-design, I started with some research about Pams and jotted a few key words and thoughts down.

I then played around a bit with ideas and thought a bit more about what comes to mind when I think of Pams and how that would be reflected by the brand design. Initially I was set on changing the Pams logo, but I think it’s too iconic to change drastically and would instead be inclined to only change the colour palette, or potentially leave it as just the Pams text. I wanted to incorporate imagery that aligned with sustainability and ethical mindfulness.

I then started thinking about how Pams came to be and how it may be remembered in the past. I was really drawn to the ‘vintage’ pams design, which had a home-ly look to it and tended to be printed on paper. I think this vintage look really evokes a sense that the product is more ‘natural’ and trust-worthy. I found some cool vintage prints of NZ landscape online and was inspired to use these within designing Pams product packaging.

My next step is to come up with some different applications of this thumbnail to various products within the Pams range, e.g. a reusable bag design, as well and some poster designs for marketing purposes. Once my drafts are a bit more refined, I’ll hopefully be able to recreate it in Illustrator with a more refined look!

I’ve also done some rough sketches for a new Pams logo, initially I was only intending to change the logo colour to black. However, I’ve given myself some options incase this doesn’t look visually appealing when paired with the product design

I’ve moved these over to illustrator and for the ‘A Pams Product’ one, I’ve hand-drawn in the font as I’ve yet to settle on one (but kind of like the hand drawn? not sure it its suitable for what I’m going for though).

From feedback, I’ve been thinking about what the original logo actually is. There’s very little information on the thoughts behind the pams logo and so, being left open to interpretation, I’ve assumed it is suppose to be a shopping bag. With this in mind I’ve narrowed my logo down to two ideas. Initially I wanted to create a ‘3D’ shopping bag with the Pams font on the front – however, I thought this was more reminiscent of a clothing brand than a food one. So I’ve decided to make it more literally, with the idea of sustainability in mind, and have made the shopping bag into a stylised re-usable bag.

my initial design – lacks a bit in execution
I think this will be my final

I think the latter will be my final – I’ve yet to properly settle on a font, and I think its missing something, although I’m not sure what. But I do think this font is more reminiscent of the ‘vintage’ poster font that will ultimately be the inspiration for the new packaging.

After playing around with product label designs I felt like the previous font wasn’t cohesive with the ‘vintage’ style label I am aiming for. I feel as though this font choice gives a retro aesthetic without sacrificing modernity.

This has ended up being my final draft for a mock-up label. To the best of my abilities (and within the limits of my illustrator prowess!) I hope to convey the vintage-style New Zealand poster that was my original inspiration. I’ve included a mock-up of this on a flour bag (although I couldn’t find a suitable template that was free, so please excuse the watermarks).