Tuesday, 6 March 2012
YCN - Concept boards
We decided to focus primarily on contextual research in order to reinforce our concept statement. We intend to transform the Graze brand into a premium, gourmet product in order to reflect its pricing structure. The brand aesthetic needs to be appropriate to our target demographic - young professionals in the workplace.
YCN - Logo development
The first part of the YCN Graze brief required us to create a more distinctive logo - a mark that will determine the brand identity throughout the rest of its promotional materials. Due to the important nature of this, we decided to address this first so we had a platform to work with.
The current logo consists of 3 parts - the word mark, '.com' and its tagline, 'Nature delivered'. As it already looks fairly crowded (though helped with its rigid framing) we initially decided to work solely with type to retain a simplicity which we believed reflected the concept statement we devised - stripped back, concise, premium etc.
Individually, we looked at hand-rendered design ideas, first of all looking primarily at type but then also looking at simple imagery we could potentially incorporate into the design.
The current logo consists of 3 parts - the word mark, '.com' and its tagline, 'Nature delivered'. As it already looks fairly crowded (though helped with its rigid framing) we initially decided to work solely with type to retain a simplicity which we believed reflected the concept statement we devised - stripped back, concise, premium etc.
Individually, we looked at hand-rendered design ideas, first of all looking primarily at type but then also looking at simple imagery we could potentially incorporate into the design.
Monday, 5 March 2012
YCN - Concept statement
Statement of intent
We intend to make Graze a more desirable brand by offering a high-end, premium product with a focus on quality and nutrition. We will target health conscious, young professionals to offer an alternative to snacking in the workplace.
We will do this by re-addressing the content and the brand identity and will achieve this by creating a clean and stripped back aesthetic with a focus on simple iconography and print processes.
Current brand
- Multiplicity of styles / techniques / processes - no uniform 'look' throughout - inconsistency
- Brand needs to be refined; more distinctive
- Diverse target market; again, needs to be more refined
- Logo needs to be readdressed; needs to encompass the whole brand
- No differentiation between the 4 boxes on offer
We intend to make Graze a more desirable brand by offering a high-end, premium product with a focus on quality and nutrition. We will target health conscious, young professionals to offer an alternative to snacking in the workplace.
We will do this by re-addressing the content and the brand identity and will achieve this by creating a clean and stripped back aesthetic with a focus on simple iconography and print processes.
Current brand
- Multiplicity of styles / techniques / processes - no uniform 'look' throughout - inconsistency
- Brand needs to be refined; more distinctive
- Diverse target market; again, needs to be more refined
- Logo needs to be readdressed; needs to encompass the whole brand
- No differentiation between the 4 boxes on offer
Thursday, 1 March 2012
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