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branding

the mailing designs: letterhead, envelope design, business card design; all featuring watercolor imagery and shades of light green logo variations. the main logo is white seaweed on a green background and the variations are all white seaweed on maroon, two shades of orange, yellow, a lighter green, and pink web presentation, showing the brand's proposed website design on three platforms: mobile, laptop, tablet color palette breakdown, with CMYK and RGB codes of all allowed color schemes the primary logos: green seaweed on a white background, white seaweed on a green background, both with SEAGREEN SWEETS written in a serif font

Background

For this quarter-long project in a branding and packaging course, students invented a company, and developed branding, marketing, and packaging for a dry- or frozen-food product.

What is it?

These spreads are from a graphic standards book, made using Illustrator, Photoshop, and InDesign, according to industry standards. The logo development, seen top left, was based on research related to accessibility of the product for which I was designing, spirulina. My market research indicated a lack of accessible, invitingly-branded spirulina, so I sought to create a calming, professional image that maintained a feeling of playfulness and friendliness. The business papers, top right, were also designed to maintain a playful, inviting demeanor while appearing professional. The convertible poster/magazine advertisements, seen bottom left, feature a design based on the decoration of the interior of the product’s packaging (not shown) and therefore maintain brand identity. They are meant to act fist as art object, drawing the eye of the viewer, before functioning as clean and simple advertisements. The website mock-ups, lower right, maintain a clean, inviting aesthetic, while allowing the company’s site to double as a lifestyle blog, providing recipes and curating images and articles relevant to the product and marketing style. The graphic standards development required understanding of branding objectives and tactics, marketing techniques, and consumer analysis. The design of the book itself required an understanding of layout design, book design, and information design, as well as designing for both digital- and print-application. This project was very research-based, and every design decision was inflenced by my findings.