The development of the mark for this fictional gourmet candy company began with four key words for the brand: fun, flavor, gourmet and sophisticated. The name raffiné translates from the French for “refined”.
School: Savannah College of Art and Design - Atlanta Campus
Class: Print Studio I
Instructor: Rebecca Klein Ganz
School: Savannah College of Art and Design - Atlanta Campus
Class: Print Studio I
Instructor: Rebecca Klein Ganz
Developed from the key words, the logo was based on patterns of candy, candy shapes and the abstractions of these shapes. The loose strokes give the impression of delicacy and playfulness, while at the same time referencing candy itself.
In the stationery, the brand was extended with the concepts of strong but organic lines, color, pattern and delicacy. The feeling of opening a package of candy became central to the pieces, including the pattern on the interior of the envelope and the fold of the business card. Overall, the stationery for raffiné reflects the company’s four keywords while bringing in new visual elements such as the circle pattern, secondary colors and new typefaces.
Continuing to expand the raffiné brand, a graphic standards manual was designed, based on the identity principles previously developed with the logo and stationery system. The book was printed on french-folded pages, the interior of which were printed with the brand’s patterns. The pages were then spiral bound and placed inside a hard cover, closing with the same string material used in the stationery system.This gave the book the same feeling of opening a package of candy as seen in the other pieces, while creating a functional manual for the company.
