CI & Product design: Imperion

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Project Summary

This project builds on the knowledge of integrating image, type and interpretive thinking in order to create an appropriate and engaging corporate identity design that would ultimately be applied to branded product packaging. Each student is assigned a unique commodity and culture/time period that should informs the CI design. This specific brand is based on the commodity of formal men’s accessories, inspired by ancient China.

Technical specifications and deliverables

2 x Final mood boards, initial and updated, in PDF format

1 x Comprehensive vertical narrative, in PDF format

1 x Document containing all process work, in PDF format

Design strategy

The commodity assigned to this project spanned a wide variety of various products, formal men’s accessories encompassing anything from dress watches to cuff links to sunglasses. It was decided that a more focused and unique approach would work more fluidly with the assigned inspiration of Ancient China, thus bespoke, premium bowties were chosen as the product the conceptual brand would focus on.

The visual language is incepted from ancient Chinese myth and legend, specifically zoning in on the tale of the 4 Cardinal, or Auspicious Beasts of each compass point. The vermillion bird, azure dragon, black tortoise and white tiger were personified as characters incorporated into the brand’s essence, that customers could identify with, somewhat in the same spirit of astrological signs or personality types.

The colour palette is directly inspired by the colours of the Cardinal Beasts, with the incorporation of highly saturated and fluid gradients contributing to the overall refined and smooth, luxury feel of a designer brand.

The visual treatment of flowing gradients and shape language inspired by ancient Chinese art, traditional paintings and tapestries, aides the brand in establishing a mature yet modern and vibrant atmosphere geared towards the target market of young to middle aged successful businessmen who want to make a subtle yet powerful statement through their personal dress style.

Imperion’s personality is that of a serious but bold and powerful masculine presence. The brand name is taken from the root words ‘empire’ and ‘imperial’. The brand’s logo is a stylistic representation of a Fu Dog, or guard lion, a common symbol of protection and strength in China, that can be found in statue form outside most traditional temples.

Initial moodboards and aesthetic inspiration