1 I Branding and Identity (redo)

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1 I Branding and Identity: UMAMI

IOW 400.2 Brand Strategy and Identity Development

Brief

The task was to create a visual brand identity for a sustainable consumer brand with a positive impact environmentally or socially. The chosen direction was to create a fashion brand.

Design Strategy

The project was initiated by formulating three prospective pathways for the evolution of the brand's identity. Among these paths emerged the concept to establish a clothing brand centered around utilizing discarded clothing materials to craft innovative patchwork-style garments. Subsequently, a brand persona was delineated to facilitate the conceptualization of the brand's identity. Employing mood boards as a tool, a comprehensive brand image was crafted, encompassing logos, patterns, typography selection, visual content choices, and a cohesive color palette. Leveraging this meticulously curated brand identity, collateral materials were generated to demonstrate the brand's practical application.

Deliverables

1 Visual identity guideline consisting of:

1. Brand strategy:
1a Brand message

1b Brand mood board

1c Visual assets or sketches
2. Visual assets:
2a Logo
2b Logo system (Logo variations, clear space, logo colour variation)
2c Typography
2d Colour palette
2e Graphics, imagery, illustration, iconography
2f Grid or layout structure
3. Design applications
3a Business Cards

3b Email Signature

3c Brand collateral (Printed and Social media)

3d 2 Merchandise and promotional items

3e Spatial/Signage design

Final logo