Expressions On Main
Brand Analysis
A personal project to develop a local boutiques brand — from their logo to their packaging. The process started with visiting the store to get a feel for the business and their customer base, and then creating a moodboard to represent them. They are a friendly, small-town business that wants to remain down-to-earth while still having an “elevated” look and feel.
Sketching
A series of handsketches from the early stages of development.
Digital Development
A series of digital versions during the development of the final logo.
Primary Logo
To be used on various packaging and products as the main identifier of the brand. This could also serve as a replacement for the current store sign. The “O”of the primary font has been altered to include a smiley face — this in conjunction with the font and color add to the friendly, happy, feel of the brand.
Secondary Logo
To be used on various packaging and products an additional identifier of the brand.
Sub Mark
To be used on various products and packaging as an additional brand mark when the space does not allow for the full primary or secondary logo.
Typography
The primary brand font is Tomarik Extrovert — a cheery font with clean, stylish lines — and the secondary brand font it Professor — a handwritten style script that pairs well with the primary.
Color Palette
The primary brand color is a bright, cheery yellow. The deeper teal and palest yellow serve as the secondary brand colors with the lighter teal and medium yellow serve as accent colors.
Brand Patterns
Two letters from the primary logo — the “O” and the “X” also serve as brand marks that are used in the brand patterns. These patterns can serve as a background to larger prints and images, as well as, products and packaging labels.
Brand Stickers
When packaging items for customers, they can use custom brand stickers to seal the boxes, envelopes, et cetera. The stickers can also serve as an additional form of marketing.
Brand Packaging
A staple of the boutique is the brown paper gift bags they use. The stickers mentioned above could also be used as a label on their gift bags.
Business Card
A mockup of the boutiques business card.
Brand Analysis
A personal project to develop a local boutiques brand — from their logo to their packaging. The process started with visiting the store to get a feel for the business and their customer base, and then creating a moodboard to represent them. They are a friendly, small-town business that wants to remain down-to-earth while still having an “elevated” look and feel. The owner expressed their desire to stray from the blue colors on the exterior and lean towards more pinks.
Sketching
A series of handsketches from the early stages of development.
Digital Development
A series of digital versions during the development of the final logo.
Primary Logo
To be used on various packaging and products as the main identifier of the brand. This could also serve as a replacement for the current store sign. The “O”of the primary font has been altered to include a smiley face — this in conjunction with the font and color add to the friendly, happy, feel of the brand.
Secondary Logo
To be used on various packaging and products an additional identifier of the brand.
Sub Mark
To be used on various products and packaging as an additional brand mark when the space does not allow for the full primary or secondary logo.
Typography
The primary brand font is Tomarik Extrovert — a cheery font with clean, stylish lines — and the secondary brand font it Professor — a handwritten style script that pairs well with the primary.
Color Palette
The primary brand colors are the yellow and dark pink, and the secondary color is the near-pink white. The light and medium pinks serve as accents colors within the brand.
Brand Patterns
Two letters from the primary logo — the “O” and the “X” also serve as brand icons that are used in the brand patterns. These patterns can serve as a background to larger prints and images, as well as, products and packaging labels.
Brand Stickers
When packaging items for customers, they can use custom brand stickers to seal the boxes, envelopes, et cetera. The stickers can also serve as an additional form of marketing.
Brand Packaging
A staple of the boutique is the brown paper gift bags they use. The stickers mentioned above could also be used as a label on their gift bags.
Business Card
A mockup of the boutiques business card.
