For this project we were asked to create a brand identity for company which is attempting to tackle a problem, my group was given the subject of 'Sustainable Food'. To start off this project we were asked to do some research into the subject and create a presentation showcasing the research we all did. I was in charge of designing the document so I had started putting all the research my group and I had done together.
Our Brief we came up with is to "Create a campaign for company which is attempting to cut down CO2 emissions through food imports and exports by supporting local farm and food manufacturers".
In the research document I had broken it down into sections, starting with outlining the brief and then creating the specific brief we wanted to use, then creating a contents page so we can easily navigate the presentation and outline the topics we covered.
Our Brief we came up with is to "Create a campaign for company which is attempting to cut down CO2 emissions through food imports and exports by supporting local farm and food manufacturers".
In the research document I had broken it down into sections, starting with outlining the brief and then creating the specific brief we wanted to use, then creating a contents page so we can easily navigate the presentation and outline the topics we covered.
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Then I had spent some time designing the document and how I wanted to lay it all out so I had tried some different variations of layouts.
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Once I had established a style I thought about how to layout and break up the information in a way that the audience would be able to breakdown easily to better understand it. I chose to do this by explaining what the topic is, some background information and definitions, then highlighting the problem, some statistics and then following it up with a case study from a company which is solving the problem, and how they're doing so.
Below I had made some small adjustments to the design of it, first experimenting with the typeface style I wanted to use for the section numbers. And below playing with the headlines and what weight to have them sit in.
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I had then positioned the 1 around differently because I liked the drop below the section title to create a hierarchy to the text, but I also liked how the number sat flushed against the test.
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Below is the final research document set as an interactive PDF
Once we had done our research we moved onto the development process, I started by creating a roadmap to help narrow down and answer some questions I still had;
- What are we doing
- Why are we doing it
- Who is our audience
- How to appeal / advertise to our audience
- Product outcomes
I had started by finding some colour pallets which I felt fitted in with the identity my group was going for.
Because I wanted our logo to be a word mark I had done my visualising digitally on illustrator to allow me to see how different typefaces effect the identity and feel of the identity. As this is a group task we had each decided to come up with a group of brand names each, below are a few I came up with.
I had chosen to develop the name 'Eco-Store' as I felt this fitted in with both the ideology we was creating as well as the product / campaign we was pursuing. Following this I had done some typeface experimenting for the brand, since I wanted to have it as a type logo, so below I had experimented with a variety of typefaces in different weights to see which fit the best.
Then I had seen how I could improve the type logo by adding some link to the sustainable food theme of our task, I did this by adding a leaf graphic into the blacked out 'O', I had tried this as both lower and upper case.
I had then experimented with colour in this style and tried with different colour schemes.
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Following this I had developed the styling of the logo type in the style I was experimenting with.
I had experimented with adding a leaf into the 'O' as well as adding a bolder outline to it, seeing how it felt in full caps compared to full lowercase, adding colour and a stroke into it.
I had experimented with adding a leaf into the 'O' as well as adding a bolder outline to it, seeing how it felt in full caps compared to full lowercase, adding colour and a stroke into it.
Then after the feedback session I had developed some of the ideas in which I had been given feedback on, First was deciding on the name, I had gone with Local Harvest, I chose this because it links to both the 'local' aspect of the brand, and the 'harvesting' aspect of the farming idea.
Following on from this I had expanded on the idea of using vegetables as the negative space in the 'O', this could be used in a seasonal promotion but also as dynamic branding.
Following on from this I had expanded on the idea of using vegetables as the negative space in the 'O', this could be used in a seasonal promotion but also as dynamic branding.
Below I had taken some of the logo types I liked the best and developed them in each veg style with the related colour scheme.
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I really wanted to do a dynamic branding approach with this so I thought about using the different fruit and veg icons as branding itself.
As part of our campaign the shops need to operate as sustainably as possible, a way I chose to do this was by having the shop use tote bags instead of plastic bags as they are reusable. Upon arrival customers will purchase their chosen tote bag with the branding logo mark on, then they are free to browse the store and put whatever fruit or veg they desire into their bag, then purchase it all together at the end.
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To visualise this concept even more I chose to put it into an advertisement mockup to see how the concept could turn out, I started with a quick animation concept. I thought that having an animated advertisement would appeal to our younger target audience as its more engaging.
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To once again help give me a proof of concept for this I had created what would be a quick landing page in the style I had been experimenting with to see the possibilities.
Following this I
Following the feedback session my group wanted to experiment with some more names and styles, so I had taken the 3 names that they liked and developed some ideas around them to see what worked and what didn't.
I had wanted to develop the logo type to relate more to the local aspect of the brand, so I had put the logo graphic into a pin drop icon and experimented with doing different styles.
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Brand Goal - Reduce amount of Co2 released through the food import and export industry
Solution - Open up sustainable farm shops around the UK which source their produce from local farms which use sustainable farming practices.
Brand Values - Local, Reliable, Ecologically sound.
Solution - Open up sustainable farm shops around the UK which source their produce from local farms which use sustainable farming practices.
Brand Values - Local, Reliable, Ecologically sound.
To help us determine what name and identity to use, I had created branding boards for the different names which featured key parts of each identity, as well as breaking down the type settings, brand plan, values and the end goal of the brand.
Local Harvest
Smiling Harvest
Food Heart
I had then started to develop a website for each idea to give us a proof of concept and a rough understanding of what our identity could look like.
Following the feedback session it was suggested that we experiment with another name idea, 'NOSH'. This gave me the ability to play more with logo type as its a very short word so I had more ways to experiment with it.
I had done some designs that fit in with the target audience more, but then also experimented with some more abstract ones.
I had done some designs that fit in with the target audience more, but then also experimented with some more abstract ones.
After some feedback my group decided on an identity for the brand, we chose the name 'Nosh' for it and below is the logo and tagline.
Then I had added some texture onto the design to give it that authentic feel that fresh fruit and vegetables have.
