My aim with this project was to create a sleek and timeless brand identity that created a feeling of elegance and luxury without being stuffy, formal or traditional. A higher end product that doesn’t take itself too seriously either.
The concept was a vegan luxury handbag made from pineapple leather. So I used that element as a playful yet subtle aspect of the logo with the icon looking like the top part of a pineapple. I don’t think every logo needs an icon part but it can be really nice to include and this brand identity has a number of logo variations that would suit each application.
The manipulations of the font adds extra visual interest and a sense of personality whilst still retaining a premium look of a classic serif font.
Creative Direction
The first step of any brand identity project is research and creating a creative direction. On a client project this will be determined by the brand questionnaire and brand strategy. For this I collated various references using Pinterest and made a moodboard that informed the visual identity direction.
Typographic choices
The next step for me is usually sketching out various concepts, then I start sourcing different fonts that might be suitable to convey the brand (based on the creative direction stage).
For this project there were two logo concepts I was choosing from that used the T with a small hexagon that was subtly hinting at the skin part of a pineapple but I decided that this was a bit fresher and more modern.
Creating mock-ups and checking cohesiveness
An important step is creating mock-ups of how a brand identity is going to look in real life and to check that the brand system works. This is helpful for clients to be able to get a true sense of what their new brand identity could look like. A step that I like to do is lay it all out on a brand board with the different elements and mock-ups and colours to ensure that everything comes together well. Because it is so important that a brand has all the various touchpoints looking cohesive and ‘on brand’.
You can even see how I have chosen editorial style photos that have a little playfulness too, such as the hand holding the bag out or the model covering their face.
