IOW 300.1 | Corporate Identity Redo

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Project Brief

This project required the creation of an engaging corporate identity for a high-end product derived from a selected commodity. The product should be inspired by unique South African ingredients, cultures, or flavours. After the brand development, the product had to be expanded into three range variants. The brand was required to be positioned for both South African and international consumers.

Project Deliverables

1. Mood board

2. Vertical Narrative containing:

- Mission Statement

- Logo variations

- Logo guidelines and spacing

- Colour palette and typography

- Range variants

- Patterns and illustrations

3. Process work

Design Strategy

For this project, I created a range of liquid soap inspired by the Cape Chamomile flower. The Cape Chamomile flower, a unique South African species, possesses remarkable healing and soothing properties for the skin. This brand caters to women dealing with various skin conditions, such as eczema, rashes, allergies, and more. Unlike competitors in the market that may contain harsh ingredients and added scents, which can easily irritate skin prone to skin conditions, our brand prioritizes natural ingredients. We consistently rely on the healing and soothing properties inherent in the Cape Chamomile flower to give women a reliable cleanser.

In the reiteration of this project, I dedicated attention to various elements in order to create a more impactful and visually captivating brand. The first modification is a deliberate adjustment to the colour palette, creating a soft, feminine and clean tone. The colours were inspired by the colours within the Cape Chamomile flower itself, in combination with pale skin tone colours. The logo's adaption eliminated the previously awkward copping and introduced organic shapes that resonate with the brand's natural essence. The overall visual identity was recreated to align with the line art style of the logo. Thoughtful consideration was given to the creation of illustrations and range variants, ensuring that they complement the female figure depicted in the logo.

Mood Board