Branding & Identity | Viridian
Project Brief
Passion births businesses. This project required students to design a brand identity for a fictional business born out of the students passions/interests within a certain industry (medical, environmental, sport, fashion, food, art, music, design, etc.) The main focus of the project revolved around the process of visual identity development and brand conceptualisation in order to create a clear, cohesive, visual identity. The outcomes of this project are later translated into a UX/UI solution.
Deliverables
01. Brand Strategy
- Brand Tone
- Brand Mood board
02. Visual Assets
- Logo
- Logo System (Variation, Clear Space)
- Colour Palette
- Typography
- Graphics, imagery, illustration, iconography
03. Design Applications
- Physical Collateral
- Digital Collateral
- Social Collateral
Design Strategy
The chosen business comprised a clinical take of alternative healing therapies through the pairing of aromatherapy, essential oils, and diffusers. The target audience in the aromatherapy market is commonly women, but in this specific context, the brand is targeted towards women who are the caretakers of those who may be suffering from respiratory health ailments be it mothers, daughters or wives. The brand is empathetic and genuine, showing utmost kindness, compassion and support to all its customers. It is also elegant yet approachable and very aware of the environment and how its different factors may affect respiratory health. The visual direction was inspired by the growth of plants and the movement of air along with the values of boldness and elegance as mentioned above.
Brand Strategy
Brand Tone
Design Process
The idea of flowiness was the golden thread that followed throughout the
brands conceptualisation, and was shown through brush lettering.
The Brands mood board draws inspiration from abstract elements in nature and the smoke given off by aromatherapy.
It also communicates the cleanliness and flowiness of air given off by both plants and aromatherapy.
Visual Assets
Logo
The brands name, "Viridian" is derived from the latin word, viridis, meaning green. The colour green has strong ties with nature, and the name serves to emphasise the natural message of the brand. The slogan, "breathe easy" communicates that through associations with and use of the brands products, it will allow consumers to feel relief and breathe easy.
The logo comprises thick vs thin line weights to communicate the movement of air and its systematic inconsistency in how it continuously flows into each, but has varying line widths. Despite the flowiness of the logo, it still maintains a structure in the presence of multiple vertical shapes and the repetition of the 'curl' found in the letter r.
Logo System
Full Colour Logo
Colour Variation
Monotone Logo
Logo Clear Space
Secondary Logo
This is a more detailed rendition of the primary logo and effectively communicates the mood of the brand. It is used on the business card, and larger brand applications for easier readability.
Monogram & Favicon/App Icon
The Monogram (left) was created for selective application and is mostly used on smaller applications and some
promotional items.
The Favicon/App icon (right) was created for applications on the digital platform
Colour Palette
Colours consist of greens reminiscent of the brand name with the additions of purples, light grey and white so as to communicate different types of essential oils and bring some variation into brand colours.
Typography
Typographic applications include Bodoni, a font that is similar to the logotype, including both thick and thin lines with the addition of serifs. It was chosen as it, too, communicates the flow of air and growth variations of different plants. It was paired with a simpler font, Helvetica Neue, so as to balance it out as well as to clearly communicate information.
Illustrations & Patterning
Three of the many types of essential oils scents (eucalyptus, lavender, and mint) were stylised so as to better fit the brand. The constant theme of line variation is also present within illustrations, coupled with the 'curl' or the letter r in the logo and circles to represent "breath" can be found throughout.
Patterning is derived from the repetition of shapes found within the illustrations as well as the illustrations themselves.
* Applications may be resized, combined, and cropped according to requirements.
Grid Layout
For grid layouts, the margin width is the same as the “a” of “Viridian” as shown in the logo clear space.
Business Card (50mm X 90mm)
Email Signature
Printed Collateral (Posters & Magazine Layout)
Social Collateral (Instagram Carousel)
Promotional Items (Tote Bags & Scented Candles)
Tote bags are one of the brands promotional items as they serve as an easy caryall for the brands products, and also effectively advertises the brand. Another promotional item comprises scented candles that provides a sample effect of the brands products, as well as the scents available for purchase.
Spatial Branding
