Brand Corporate Identity - Task 3

29.05.2024 - 26.06.2024 (Week 6 - Week 10)

Sorcha Griselda / 0353056 

Brand Corporate Identity / Bachelor of Design in Creative Media / Taylor's University

Task 3 | Positioning & Identity

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LECTURES

Lecture 01 - 03 can be found here.

Lecture 04 - 05 can be found here.

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INSTRUCTIONS

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Task 3 | Brand Identity

1.  Brand Positioning

During Week 06, I explored various references on Pinterest to find inspiration for my brand's applications. For my collaterals and environmental designs, I concentrated on existing café-related designs to gain a better understanding of how other designers have approached similar projects in the past.

Fig 1.1 Visual Research on Pinterest #1

Fig 1.2 Visual Research on Pinterest #2

After gathering most of the data for my brand, I began creating my actual slides using Canva.

Fig 1.3 Slide Progression

Final Submission

Fig 1.4 Brand Profiling Slides | PDF

2.  Logo Applications

• Business Card
• I began working on my applications by starting with the name cards. Lacking much guidance, I was initially unsure how to proceed. I decided to experiment and play around with a few designs, hoping to find the right approach. To enhance the visual appeal, I included some patterns, as the cards seemed too plain with just text. After receiving feedback from Ms. Lilian, I made adjustments to my three selected designs based on her suggestions. She recommended using a darker green color on the back side of the business card, which indeed made the visuals stand out more.

Fig 2.1 Business Card Progress

• Then, I continue by doing the mockups.

Fig 2.2 Mockup Creating #1

Fig 2.3 Mockup Creating #2

• Letter Head & Continuation Sheet
• When designing my letterheads and continuation sheets, I initially focused heavily on the margins, believing they were crucial for achieving a corporate and formal look. This led to some overthinking about the overall layout and design. 

Fig 2.4 Initial Letter Head Layout

• After receiving some feedback from Ms. Lilian, she suggested me to not use the small icons and make the layout to be more minimalist looking following my business card design (such as the layout of the texts). Eventually, I decided to create a more balanced and professional appearance by subtly incorporating my brand's pattern on the back of the page. This approach allowed me to maintain a formal tone while adding a touch of my brand's unique identity. The result was a letterhead that was both elegant and true to the brand's aesthetic.

Fig 2.5 Letter Head and Continuation Sheet Process

• Invoice
• When I showed Ms. Lilian my invoice first design, she said that the structure looks kind of messy. So I decided to adjust accordingly and applied the final layout of my letter head design. 

Fig 2.6 Invoice Design Progress

• Envelope
• When designing my envelope, I aimed to find a balance between incorporating my brand's identity and maintaining a fun, engaging appearance. I explored various design elements that could reflect my brand’s core values and aesthetic while ensuring the envelope remained visually appealing. So I decided to include my brand's pattern, which turns out to be visually captivating.

Fig 2.7 Envelope Design Process

• Finally, I created mockups for the brand stationaries.

Fig 2.8 Mockup Progress #1

Fig 2.9 Mockup Progress #2

Final Submission

Artworks

Fig 2.10 Business Card (Front)

Fig 2.11 Business Card (Back)

Fig 2.12 Letter Head

Fig 2.13 Letter Head (with mockup writing)

Fig 2.14 Letter Head (continuation)

Fig 2.15 Invoice

Fig 2.16 Envelope (Front)

Fig 2.17 Envelope (Back)

Mockups

Fig 2.18 Business Card

Fig 2.19 Letter Head

Fig 2.20 Letter Head (with mockup writing)

Fig 2.21 Letter Head (continuation)

Fig 2.22 Invoice + Envelope (Front)

Fig 2.23 Letter Head + Envelope (Back)

3.  Collaterals

Before diving in creating the digital collaterals, I did some research and also came up with a few sketches on the design for my collaterals:

Fig 3.1 Matchacha Pinterest Board

Fig 3.2 Collateral Sketches #1

Fig 3.3 Collateral Sketches #2

• Matcha Tin
• I incorporated my brand's whisk pattern and minimalist design elements to reflect the authenticity and purity of the matcha while also creating a sophisticated look on the design. I also placed my brand logo on top of the matcha tin's cap mockup.

Fig 3.4 Progress of Creating Matcha Tin Design

Fig 3.4 Mockup Progress

• Cup
• For the design of the cups, I incorporated two of my brand patterns which are the whisk and the handle of the whisk that I turned into a zen temple-like form. At first, I came up with several designs which can be seen on the figure below. However after receiving some feedbacks, I replace the brush strokes and also adjusted the placement of the texts. After the designs are finalized, I continued with the mockup.

Fig 3.5 Progress of the Cup Designs

Fig 3.6 Mockup Progress

• Takeaway Bag (for the cups)
• I decided that for the takeaway bag design, I am just going to keep it simple by just using the light pastel green color for the color of the bag and then placed my logo in the middle. And as you can tell by now, I continued by doing the mockup.

Fig 3.7 Progress of the Bag Design

Fig 3.8 Mockup Progress

• Eco Food Package
• Similar design concept as the takeaway bag, I used similar design concept in order to match my overall brand theme and identity. Last but not least, I finished it off by doing the mockup of the packaging.

Fig 3.9 Mockup Progress #1

Fig 3.10 Mockup Progress #2

Final Submission

Artworks

Fig 3.11 Matcha Tin

Fig 3.12 Cup Design #1 

Fig 3.13 Cup Design #1 

Fig 3.14 Cup Bag

Fig 3.15 Eco Food Package

Mockups

Fig 3.16 Matcha Tins 

Fig 3.17 Cups 

Fig 3.18 Cup Bag 

Fig 3.19 Eco Food Package

4.  Digital Presence

• Website
• Creating the website was a challenging task for me, as web design is not one of my strong suits. Despite this, I was determined to develop a site that accurately represented my brand. To achieve this, I made sure to incorporate the same colors and design elements used in my other branding materials. This consistency was crucial in maintaining a cohesive brand identity across all platforms.

Fig 4.1 Progress of the Web and Social Media Designs

Fig 4.2 Mockup Progress

• Social Media
• For my Instagram layout, I drew a lot of inspiration from the beautiful cafés I've seen (which can be seen on Fig ). Their strong brand identity really impressed me. However, with the limited time I had due to other modules, I needed to find the best way to ensure a consistent Instagram layout while maintaining a clear sense of my brand identity. I aimed to go beyond just plain photos and create posts that reflected the essence of my brand.

Fig 4.3 Story of Ono

Fig 4.4 NikoNeko

Fig 4.5 Matchabae

• I created a new Instagram account for Matchacha and I tried to get creative with the account name as the "Matchacha" has already been taken by other users. After that, I placed it on an iPhone mockup.

Fig 4.6 Matchacha Instagram Account

Fig 4.7 Mockup Progress

Final Submission

Artworks

Fig 4.8 Website Design

Fig 4.9 Matchacha Instagram Layout 

Mockups

Fig 4.10 Website

Fig 4.11 Social Media

5.  Environmental Graphics

Given that my brand concept is a Zen-inspired, modern café, I embarked on a search for minimalist café interiors that would align with this vision. I focused on spaces that embodied simplicity, tranquility, and contemporary aesthetics.

I looked for design elements that incorporated minimalistic look, clean lines, and neutral color palettes to create a serene and inviting atmosphere. The goal was to find interiors that seamlessly blended traditional Zen principles with modern design, ensuring a harmonious and relaxing environment for my café.

Final Submission

Fig 5.1 Banner

Fig 5.2 Matchacha Cafe Interior

Fig 5.3 Promotional Poster (sidewalk)

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FEEDBACK

Week 7 (05/06/2024)

• Rephrase the vision statement 
• Specify more on the target audience
• Do more sketches and digitize on the collaterals and corporate stationaries

Week 8 (12/06/2024) | Independent Learning Week 

Week 9 (19/06/2024)

• More coherent on the stationaries design
• Missing one collateral
• Need to finish the environmental graphic, website, and social media presence
• Make sure that your brand color is consistent
• Nice work on the pattern
• (Envelope idea): show the pattern on the inside and plain outside; or u could create a window

Week 10 (26/06/2024)

• The mockups look great, you are set for the submission
• FINAL FEEDBACK: Sequence of positioning slide should adhere to the framework given to provide the best outcome for the conceptualising of brand (brand positioning statement is last). From second sentence of brand vision (the ultimate goal) onwards, content reads more as the brand mission (how to get there). Room for improvement in targeted audience with a psychographic segmentation angle. Otherwise, brand positioning is well considered. Fail to include identity system to reinforce the brand logo ideas. Commendable effort in the inclusion of visual references of a high quality and quantity to make idea for brand application clear but also fail to include the sketches submitted in progression as required. Overall, outcomes demonstrate a high level of sensitivity towards typography and design in its application coupled with creativity in execution providing outcomes that are both visually interesting and functional in application. The outcomes are cohesive and well designed. Good job!

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REFLECTION

Experience

Phew, what a journey! This experience was both thrilling and stressful. I truly enjoyed the task and everything it offered. Although I was sometimes confused about structuring things, especially letterheads, I found the process of creating name cards and other collaterals particularly fascinating. Despite the time crunch and stress, I learned a lot from this task, especially about thinking for my brand rather than just myself. Overall, it was one of the most enjoyable tasks I've ever undertaken.

Observations

Big appreciation to Pinterest and observing my friends' works, I was able to understand different strategies and thought processes. I saw how they applied certain elements to emphasize their brand, which taught me how to maintain consistency in my brand's overall look and feel. It's a subtle yet effective way of learning that helped guide me in the right direction.

Findings

I discovered that a brand's identity heavily depends on its overall look. Ms. Lilian's feedback during my first session reminded me to focus on my brand's style. I admired Niko Neko's consistency in their Instagram feed, and I aimed to keep a classy feel for Matchacha's outlook. This task reinforced the importance of maintaining a consistent brand identity.

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FURTHER READING

What Is Brand Identity? And How To Develop a Great One

What is brand identity?

Brand identity includes all the elements a company uses to create the right image for its consumers. It is different from "brand image" and "branding," even though these terms are often used interchangeably. The term "branding" refers to the marketing efforts to create a unique brand. A brand is how the company is perceived by the world.

How to develop a strong brand identity

Know who you are:

• Brand mission (what’s your “why?”)
• Brand  values (what beliefs drive your company?)
• Brand personality (if your brand was a person, what kind of personality would they have?)
• Brand  unique positioning (how do you differentiate yourself from the competition?)
• Brand voice (if your brand was a person, how would it communicate?)

Design: the foundation of your brand identity 

Developing your brand design:

• Typography: It refers to the fonts we choose for our branding materials, including logos and other text elements. Choosing the right fonts is crucial for creating the desired impression of the brand. There are four main types of typography:
• Serif Fonts: These fonts, like Times New Roman or Garamond, have small lines or "feet" at the ends of each letter. They give a classic and trustworthy feel, perfect for brands aiming to appear traditional and reliable.
• Sans Serif Fonts: Examples include Helvetica and Franklin Gothic. These fonts have smooth edges without the "feet," offering a sleek and modern look, suitable for contemporary brands.
• Script Fonts: Resembling cursive handwriting, fonts like Allura or Pacifico add a touch of luxury and elegance to the brand.
• Display Fonts: These fonts are unique and often artistic, with special elements such as unusual shapes, outlines, or shadows (think of the Metallica lightning bolt font). They are ideal for making a bold statement and creating a memorable brand identity.
• Color Palette: People, including potential customers, have psychological connections to different colors, and using these colors strategically in the branding and logo can significantly influence how the brand is perceived. 
• Green is a versatile color suitable for almost any brand. When people see green, they typically think of money or nature. If the brand is related to either of these, green is an excellent choice.
• Brown is one of the least used colors in branding, which can actually be an advantage because it helps the brand stand out. Brown can also convey a rugged or natural feel, making it a unique and effective choice for certain brands.
• Yellow, reminiscent of sunshine, is associated with happiness. Its cheerful vibe makes it a great option for the brand that gives off a feeling of fun, accessible, and affordable.
• Form/Shape
• When designing, it's important to consider the form and shape of the elements. This subtle but powerful aspect can influence how customers react to the brand. For instance, a logo with circles and soft edges will evoke a different response than one with sharp, square shapes. Here’s how different forms can shape the brand identity:
• Round Shapes: Circles, ovals, and ellipses create feelings of warmth, community, unity, and love. 
• Straight-Edged Shapes: Squares, rectangles, and triangles convey strength and efficiency. These shapes give a sense of stability and trustworthiness. However, without balancing them with something fun, like dynamic colors, they might feel impersonal and fail to connect with customers.
• Straight Lines: Vertical lines suggest strength, while horizontal lines convey tranquility and relaxation. 

Designing your brand identity 

• Logo: The logo design is the foundation of the brand identity. When creating a logo, ensure that the logo:
• Clearly represents who the brand is and what the brand stands for.
• Is visually appealing with a simple, clean, and uncluttered look.
• Has a timeless design rather than following fleeting trends.
• Aligns with industry standards, or intentionally deviates in a meaningful way.
• Leaves a lasting impression on the audience.
• Website
• The website is a key part of the brand identity. If the brand run an online business or sell digital products, customers will visit the website before deciding to buy from it. This makes it crucial for the brand identity to be clearly reflected on the website.
• Product Packaging
• If the brand is selling a physical product, custom packaging is essential for attracting the right customers. Whether it's the bottle for a cold-brew drink or the mail package for clothes bought from the online store, good design is crucial. It enhances the customer experience, boosts loyalty, and encourages repeat purchases. Packaging is a great chance to showcase design skills.