BRAND CORPORATE IDENTITY TASK 3 : POSITIONING & IDENTITY

09.05.2022 - 03.06.2022 | Week 7 - Week 10

Ng Wai Fern | 0354966

Brand Corporate Identity | Bachelor of Design in Creative Media

Task 3

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LECTURES :

All lecture notes are completed in TASK 1  and TASK 2

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INSTRUCTIONS :

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Task 3 : POSITIONING & IDENTITY

For task 3, we are required to come up with brand profile and design relevant applications. After referring to the mind map done in Task 2, brand idea mind map, I compiled the information and additional information about the brand into a mind map.  I also compiled some visual reference for the collateral.

Fig 1.1  bittersweet brand profile mind map

Fig 1.2 bittersweet visual reference

Logo Applications

Business Card 

For the stationary design, I started with designing the business card after looking up some references. I have attempt a few design using the logo elements to have a few options to choose.

Fig 1.3 business card attempt #1

Fig 1.4 business card attempt #2

After a talking to Ms. Lilian, I have decided to choose the 2nd option from attempt #1 since it is similar with the other stationary design. I refine the design after receiving some feedback from Ms. Lilian. I explore some colour and layout for the back of the business card.

Fig 1.5 business card colour exploration

Fig 1.6 business card layouts

After talking to Ms. Lilian, I did the final refinement. 

Fig 1.7 final business card front

Fig 1.8 final business card back

Letter Head & continuation sheet

After exploring some design on the business card, I start working on the other stationary design. 

Fig 1.9 letterhead front attempt #1

Fig 2.1 letterhead front attempt #2

Fig 2.2 letterhead back attempt #1

Fig 2.3 letterhead back attempt #2

Fig 2.4 letterhead back attempt #3

Fig 2.5 letterhead back attempt #4

Fig 2.6 continuation sheet attempt #1

Fig 2.7 continuation sheet attempt #2

After talking to Ms. Lilian, I decided to refine letterhead front #2 and rework on the continuation sheet so it go well together with the letterhead. 

Fig 2.8 final letterhead front

Fig 2.9 final letterhead back

Fig 3.1 final continuation sheet

Invoice

After exploring some layout on the letterhead, I applied similar design and layout to the invoice so there is a consistency in between them.

Fig 3.2 invoice attempt #1 

Fig 3.3 invoice attempt #2

After talking to Ms. Lilian, I decided to refine attempt #2. 

Fig 3.4 final invoice 

Envelope

For the envelope, I explore some pattern and layout for the envelope to match the other stationary design.

Fig 3.5 envelope attempt #1 

Fig 3.6 envelope attempt #2

After talking to Ms. Lilian, Ms. Lilian suggested to put the pattern inside to make it more interesting and I could use the splash element as the flap. After the feedback session, I start refining the final version of the envelope.

Fig 3.7 final envelope front

Fig 3.8 final envelope back

Collateral

For the collateral, we are required to design 4 collaterals. I have decided to choose 4 collateral that is suitable for the brand. The collateral that were decided :

• Shot glass
• T shirt
• Tote bag
• Bittersweet bottle packaging

I begin by sketching some idea for the collateral.

Fig 3.9 sketch #1 

Fig 4.1 sketch #2

Fig 4.2 sketch #3

After talking to Ms. Lilian, I moved on to the next step which is digitalization of the design.

Fig 4.3 mascot collateral design #1

Fig 4.4 mascot collateral design #2

Fig 4.5 mascot collateral design #3

Fig 4.6 bottle label design #1

Fig 4.7 bottle label design #2

Fig 4.8 bottle label design #3

Fig 4.9 T shirt mockup

Fig 5.1 shot glass mockup

Fig 5.2 tote bag mockup back

Fig 5.3 tote bag mockup front

Fig 5.4 bottle label mockup #1

After the next feedback session, Ms. Lilian suggested to expand the colour palette for the bottle label as the colour are blending in and not really standing out. For the other collateral are fine and cute. I start exploring different blue/purple palette from the primary colour. 

Fig 5.5 bottle label attempt #4

Fig 5.6 bottle label mockup #2

Fig 5.7 bottle label mockup #3

Fig 5.8 bottle label mockup #4

Fig 5.9 bottle label mockup #5

Fig 6.1 bottle label mockup #6

Fig 6.2 bottle label mockup #7

After receiving some feedback, I choose to work with the design on the right (attempt #4). Ms. Lilian suggested to add an ingredient list into the label. I start refining and amend for the final version.

Fig 6.3 final bottle label #1

Fig 6.4 final bottle label #2

Fig 6.5 final bottle label #3

Fig 6.6 final bottle label mockup #1

Fig 6.7 final bottle label mockup #2

Fig 6.8 final bottle label mockup #3

Fig 6.9 final bottle label mockup #4

Digital Presence 

For digital presence, I start by working on some social media post and the website. I start creating some social media post. After I designed some social media post, I use some of it in the website design.

Fig 7.1 social media post #1 

Fig 7.2 social media post #2

Fig 7.3 social media post #3

After talking to Ms. Lilian, she suggested to make more social media post and place the collateral mascot into the website landing page. I start amending for the final version. 

Fig 7.4 final social media post #1

Fig 7.5 final social media post #2

Fig 7.6 final social media post #3

Fig 7.7 final social media post #4

Fig 7.8 final social media post #5

Fig 7.9 final social media post #6

Fig 8.1 final social media post #7

Fig 8.2 final social media post #8

Fig 8.3 final social media post #9

Fig 8.4 final website

Fig 8.5 final social media mockup

Fig 8.6 final website mockup #1

Fig 8.7 final website mockup #2

Environmental graphics 

For environmental graphics, I make use some patterns and the collateral mascot. 

Fig 8.8 pop up store

During feedback session, Ms. Lilian suggested to design a shelf and poster for the environmental graphics. For the poster, I start looking up for some references to get some idea. After getting some ideas, I used the logo element like the water splash and droplet in the poster.

Fig 8.9 poster mockup #1

Fig 9.1 poster mockup #2

Fig 9.2 bittersweet poster

Fig 9.3 shelf mockup

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FINAL SUBMISSION :

Final bittersweet brand profile PDF

Final bittersweet logo application PDF

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FEEDBACK

Week 9

General feedback 

• Brand profile need to include the references 

Specific feedback

• Business card can go with option #2. The back can use typeface instead and the front can remove the bubbles
• The contact information can be make smaller
• The letterhead's background can go with the primary colour 
• The bottle label can try using fruit pattern instead of designing another mascot.

Week 10

Specific feedback

• The leading for the contact information can be make smaller
• The envelope can place the pattern inside and the flap can be wave shape
• Can expend the colour palette for the secondary colour
• The label colour is too light
• Social media can add some more post (quotes / images)
• The logo in the website need to be larger 
• Can include the collateral mascot in the landing page 

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REFLECTIONS

Experience

From this task, it was a fun experience for me as I get to come up with creative and fun brand identity that represent bittersweet well. I have learned a lot throughout the task. There were a lot of try and error but the outcome is worth it.

Observations

Through this task, I was able to observe that consistency is important in creating a brand identity. Patterns and elements done in task 2 help with this task. Besides that, I was able to expend the colour palette to have more colours to work with. I am also thankful to Ms. Lilian for her suggestion for some of the design. It help me a lot in making the brand identity look interesting and fun.

Findings

Through this task, references are really helpful throughout the designing process. It help with coming up with ideas and how a brand identity should look like. A lot of thought and consideration is needed to make a brand identity interesting and stand out from others. The brain storming from task 2 help a lot in this task with building the brand profile and identity.