ABOUT

Resin Repository asked for a Branding Package to help start-up their Esty store. The Branding Package includes:
• The logo and a variant of the logo, both with a version for light and dark backgrounds
• Colour palette
• Fonts
• Business card
• Watermark
• Signature

The first meeting was to get a clear idea of what the deliverables were and to get a clear picture of the company. To help the client explain the company, the tone of voice section of the brief was extremely valuable. We went through the sections of the brief one by one to make sure we both had a clear idea of what the company value and vibe was, plus what the deliverables were at the end of the project.

The logo was the first thing I worked on, as the design of the logo would determine the direction the branding would take. The first step was to sketch four different concepts for the client to choose the starting point for the logo design.

After the client chose a concept for the logo, I created a black and white version of the logo so I could fine-tune the design without the colour complicating the process. Once I was happy with the arrangement, I created multiple versions in different colours which I thought matched the company's tone of voice to show to the client in the next meeting. I also looked for fonts for the logo for the client to choose. For this, the goal was to find fonts which had the right mix of old but not over the top and easy to implement.

The client gave me feedback from the options and a clear opinion on the fonts. The client had a tough choice on the colour; was close between a teal and black. So I made a note of the for the colour palette. The client also said they didn't like the company name being under the logo, so the next step was to figure out the text placement, which I came up with three new options for them to choose. When the client was happy with the design, next was to create a version for dark backgrounds for both logo and the icon. After a little trial and error, the best way was to swap the black and the white around

Next was to create a colour palette for the brand, for this, the black from the logo was used and teal shade that came in second became the primary colour in branding palette. Then I experimented with options for the other two complementary colours till I was happy with two that created a palette that suited the company.

I looked for a font that worked well with the primary font but didn't age the style too much. The secondary font the aim was something that could be used the body of the texts.

Next, to test the palette and the fonts, I designed the business card. I used the logo for inspiration for the background as I wanted something that didn't distract from the logo or text but still added to the look. I used the 20 sided dice to create a pleasing pattern for the background which the client loved.

The watermark was simply the icon with the opacity reduced so it will not take away from the image behind. The signature was hand-drawn on my drawing tablet with an ink style brush drawn to suit the company's new style.

Once I created all the elements, I put them together into the branding package where the client could easily use to understand/show the branding in the future.