01 Branding and Identity: BARK
*Please note some improvements have been made*
Redo Project
Brief Summary
Most businesses are born out of passion. Whether we are passionate about art, music, sport, food, celebrity gossip, sustainability, poetry, crypto-currency, fashion, cars, or design, we all have that something we can’t stop discussing or thinking about. For this project, students were required to develop a brand identity for a fictional business (inspired by their interest) in the following industries: Music, education, environment, food, fashion, health and sport.
The project was divided into different processes that students had to complete to create a successful brand identity for their chosen business. Students had to begin the design process with research on their chosen business and identify the target audience, which will inspire their concept and creative reasoning. From there, students had to develop a brand strategy which will help guide their design process.
Deliverables
01 Visual identity guidelines:
- Brand strategy
- Brand tone
- Brand mood board
- Visual assets brain map
- Visual assets brain map
02 Visual assets:
- Logo
- Logo system: Logo Variations, clear space, logo colour variation
- Typography
- Colour palette
- Graphics, imagery, illustration, iconography
- Grid or layout structure
- Logo system: Logo Variations, clear space, logo colour variation
- Typography
- Colour palette
- Graphics, imagery, illustration, iconography
- Grid or layout structure
03 Design applications:
- Business cards
- Business cards
- Email signature (x2)
- Branded collateral: Printed and social (x2)
- Merchandise and promotional items (x2)
- Spatial branding: Signage, wayfinding, spatial brand application (x3)
Design strategy
A pet's diet is a key factor in its growth. Your pet’s dietary needs change over the course of his life, from birth to adolescence to adulthood and then to old age. Just like humans, dogs also need a well-balanced diet with specific minerals and vitamins to keep them healthy and happy. BARK celebrates mans best friend and aims to create a long healthy lifestyle for each doggo. The brand is centered around the idea of a doggie restaurant that serves healthy meals catered for every breed. The brand personality was inspired by Paris Hilton who is an American media personality, socialite, businesswoman, model, singer, DJ, and actress. She is energetic, confident, quirky, fun, passionate, loud and the center of attention. Taking inspiration from Hilton's persona BARK the brand takes on a quirky, lush and most importantly fun tone of voice. Keeping the quirkiness of the brand in mind, the visuals are handcrafted and drawn with oil pastels, giving every illustration a sense of character through the pastel's texture. BARK's colours are bright and pigmented, with red as the primary colour. To compliment the brand's fun and quirky tone, a custom handwritten typeface was created.
For the redo, I mainly focused on improving little details such as spacing and spelling errors in the vertical narrative. My main focus was to improve my presentation as well as improve some of the collateral (emailers, signs, merchandise). I expanded on the brand identity by designing more collateral and improving my mockups to suit the doggie brand.
Visual identity process work
Doggie restaurant identity and moodboard
This is BARK- Our Mission
There’s nothing better than the tippy taps or a wagging tail. At our one-of-a-kind pet restaurant, we aim to create a long and healthy lifestyle for your doggo. Our pawsome menu celebrates man's best friend with various pup cups and treats for them to enjoy. BARK is all about good manners, sit and stay, but we like to roll around occasionally as well. With our doggie playground, your doggo can socialize and have the time of their life. BARK, it’s not just your dog screaming at the squirrel in the tree.
The BARKing coat - Logo and logo variations
Our brandmark was inspired by how dogs communicate. It’s all about their WOOF. The logo is hand-generated and was put together with a custom typeface specifically designed for the BARK brand. The two expressive lines next to the logotype serve as an exclamation of a dog’s bark. The dog illustration serves as a secondary favicon logo for the brand.
Typography
The Barking spots - Colour palette
The colour palette consists of bright and vibrant colours, complimenting the brands quirky and fun persona.
The doggie style - Visuals
The brand's visual language features various dogs, objects and patterns. The visuals were drawn out by hand with black and coloured oil pastels. The texture of the media used, give the illustrations character and contribute to the playful and quirky tone of the Bark brand. Various shapes and colours were combined with the illustrations to create patterns and collateral for the corporate identity.
Tricks and treats - Grid space
Barking up the right tree - Business card
The logo was transformed into a pattern and used for the back of the business card. The front of the card is simplistic with a few dog illustrations, complementing the colourful and quirky layout of the back of the card.
Bark in writing - Email signature
The tippy taps - Posters
Bone appetite - Instagram post
The Instagram post consists of 3 frames. The first frame is a play on words, the second frame introduces pizza Tuesdays and the third concludes it with a pattern. The post advertises and showcases the Bark restaurant's persona and what it has to offer.
Oh, paw-lease - Brand merch
Brand collateral plays a major part in developing a brand's personality. Bark offers its own healthy dog food, doggie bowls, stickers, T-shirts, tote bags, pillows, bath shampoo and oils and takeaway cups and bags.
The last Bark -Signage
For the signage, a mural, stand and shop sign was designed. All 3 signs are typography based with a complimentary illustration. These showcase the restaurant’s personality and serve as a directional or advertising element within the space they are placed.
