Brand Collaterals - Onyx Branding Project
Role: Lead Designer Duration: 3 Months Team: Noelia Luna - Graphic Designer
Onyx, previously YOREPEK, is an international backpack and luggage manufacturer that sells their products on Walmart (in the US) and Amazon.com. This project is an expansion of their brand guidelines and consists on pieces made to complement the brand's physical products, as well as their re-launch campaign.
This new branding aims to market the company to a younger audience with their personalized products.
This project started with a logo suite for the new brand. From that logo, brand guidelines were determined with the usage of said logo, image references, typefaces used, colour palette, etc.Once the guidelines were set, I chose applications that were fit for this brand, considering their target audience as well as their value proposition.
The final step of this project was using these applications and the guidelines to draft a launch campaign where we could bring recognition to the new brand.
The campaign was framed as follows:
"The focus is expression; by partnering with Toronto artists to tease the launch throughout spaces in the Greater Toronto Area, as well as the addition of pop-up stores and a digital portal for design."
The campaign was going to feature murals and graffiti pieces that incite travel, a pop-up store with a guest artists designing variations of the products and the launch of a design portal that will allow users to design their pieces.
