I broke down their current brand to understand their problem:
1. Outdated logo making them unattractive and unnoticeable to new customers.
2. Logo does not reflect their brand value, rustic aesthetic or fully highlight their product.
I narrowed down their target audience and analyzed notable competitors in this market by:
1. Defining their demographicuncovered helpful insights when designing for this specific group.
2. Examining the competitions that revealed what other businesses are doing and their weaknesses, which are helpful informations that can be used to make the client stand out.
I came up with a bullet list of plan for the concept and direction. By writing down this list, I was able to gain more concrete ideas on the goals for this project and how to align the design to meet these goals.
It was hard to come up with ideas for the initial design so creating mind maps of words and topics relating to the brand became very useful. Through this process, I was able to discover ideas that were not obvious and can be used in the sketching phase.
I gathered guides and inspirations to refer back to when creating sketches, hence this moodboard. The inspirations perfectly exemplified the playful yet simplistic art style that I think would work best for the client and fit with their brand values. Nailing down the typeface and color palette helped find another missing piece of the puzzle, making the final picture even clearer.
I explore different logo type through sketches and the best option was vectorized in Illustration before finalizing. It was necessary to try out different ideas and logo types on paper so that I can find the most suitable one for their brand. When the design was brought into Illustrator, I had to play around with the placement and texture a bit more, just to see if they can bring out the rustic vibe of the brand.
