The Challenge
Competition spawns countless options, driving companies to forge emotional ties with customers, become irreplaceable, and foster lasting connections. A robust brand shines in a bustling marketplace. The aim is to craft a unique brand identity, easily recognizable through branding and storytelling. The brand seeks inclusivity, welcoming diverse cultures. Often times, stories and values set companies apart, underscoring the company's morals and goals.
Goals
I aim to create a comprehensive brand identity system that encompasses crucial facets of branding theory, design, execution, and implementation. In addition, I strive to curate an engaging and unique in-store experience, drawing the attention of those who pass by. Furthermore, my objective includes the creation of a diverse range of products and marketing materials, all geared towards bolstering the efficacy of our shop's advertising initiatives.
Deisgn Process
Initial Ideation: Where it All Begins
I started by brainstorming ideas for my company. I decided to focus on a couple who loves making delicious frozen yogurt while traveling the world. I established the company's vibe and played around with different names that would convey a welcoming and enjoyable atmosphere. I also sketched and played around with logos and potentially a mascot to represent the brand.
Market Research: Gathering Insights and Data
Upon solidifying my company concept, I embarked on a competitive analysis of established frozen yogurt bars. This process served as a wellspring of inspiration, shedding light on their commendable practices while also identifying areas ripe for enhancement. Among the select few enterprises that piqued my interest for further exploration were Yolickity, sweetFrog, and Pinkberry.
Visual Research: Embodying an Inviting Brand with Playful Charm
Next, I delved into visual inspiration, considering color palettes, typography, and illustration styles. My goal was to create an inviting and fun branding to attract more customers. I also decided to design a mascot to enhance recognition, aiming for a friendly and playful style that appeals to all ages.
Branding Identity: Forging a Lasting Impression Through Branding
After conducting thorough visual and marketing research, I crafted a comprehensive branding identity intended for seamless integration across all forthcoming marketing deliverables.
Marketing Deliveriables: Putting the Branding to Action
After finalizing the branding identity, I turned my attention to crafting marketing materials that would enhance the shop's promotion. I also aimed to create designs for both the shop's interior and exterior to bring the brand to life. The marketing items included storefront signs, sandwich boards, business cards, menus, table tents, Instagram posts, and a website.
Final Brand Presentation: Putting the Branding to Action
In my branding presentation, I transformed my journey into a compelling narrative. Through visuals, I demonstrated how the brand would come alive in the real world, spanning from signs to social media. I led the audience through the process, fostering engaging discussions while incorporating subtitles and text on each slide. The following represents the conclusive pitch deck that I presented.
Takeaways
I faced some challenges during this project, but I absolutely enjoyed the entire journey from start to finish. I'm really pleased with how everything fits together, from physical to digital elements. Creating a strong brand identity and bringing it to life with various materials was a lot of fun.
