Christina Peng - Brand Book (Graphic Design Project)

OmiNomi Designs BRAND BOOK

Brand story

Mission statement To create nommy card-sized moments of joy between people who care about each other.

OmiNomi Designs originates from a love of food, puns and drawing. Products consist of cute greeting cards, lovingly designed to create little moments of joy between the giver and receiver to heighten whatever special occasion they may be celebrating: birthdays, anniversaries and more.

Vision statement To create a cute, punny and nommy range of sustainable greeting cards for any occasion, that are available both online and in stores nationwide.

I’m shook toast, the OmiNomi mascot.

When I’m not shook, you’ll catch me flirting with smooth (not crunchy) peanut butter.

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Brand values

Brand promise OmiNomi’s purpose is to help you express how much you care for loved ones through card-sized moments of cute, punny and nommy joy.

Nommy-ness

Humour

Eco-friendliness

Mindfulness

Seek the delicious moments in everyday life.

Life is often too serious.

Where possible, try not to take certain aspects of it too seriously!

OmiNomi products are printed on 100% recycled paper, the cards are wrapped in recycled cello paper and come with recycled envelopes. Cards are by nature a disposable product, so it’s important to minimise any further environmental impact where possible.

OmiNomi cards encourage givers and receivers to take a little bit of time out of their day and appreciate each other.

Sometimes they’re hiding just below the surface, and all you have to do is delve a little deeper to get to the good stuff.

Instead, appreciate and let the cute and funny stuff uplift your mood.

Take greater care in appreciating those around you, and you will receive the same treatment back!

Audience • • • • •

Predominantly younger women in their 20s and 30s Likely to be in relationships (looking for cards to gift their significant others) Mostly VIC or NSW-based Have an interest in food (primarily junk food, trendy food) or puns Are creative, like colourful things and have a good sense of humour!

Positioning Cute, punny and nommy!

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Mood board

Brand personality If OmiNomi were a person, they would be...

A joyful, positive person who actively chooses to see the bright side of life rather than being naïve to the world. They enjoy dorky humour, sometimes irreverent but are serious about enjoying nommy food. For them, food is more than fuel – it’s happiness, it’s a warm hug on a cold day, it’s the rainbow after rain. This person is loyal in their friendships/relationships and looks for creative ways to express their appreciation for loved ones.

Life is like a box of chocolates... sweet, gooey chocolates filled with caramel and rice crispies... what was I talking about again?

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Style guide - Logo variations

Style guide - Colour palette Primary Use me for headings, subheadings, background colour and keep me prominent in graphics such as social media posts.

Black & white

Primary logo

White only

Use me for any medium where colour is unavailable or restricted

Use me as much as possible. Colours include Ballerina Pink, Spiced Nectarine and Flashpoint Min size: 24px in height

Use me for any medium where there is a dark background

Hot flamingoes

Spiced nectarine

Flashpoint

Hex: ff0060 PMS: 192 C RGB: 255,0,96 CMYK: 0,99,43,0

Hex: ffc274 PMS: 1355 C RGB: 255,194,116 CMYK: 0,27,61,0

Hex: f9f5d1 PMS: 7499 C RGB: 249,245,209 CMYK: 2,1,21,0

Ballerina Pink

Vaporwave Pool

Mary Poppins

Hex: f7b3bc PMS: 707 C RGB: 247,179,188 CMYK: 0,36,13,0

Hex: 86ebb6 PMS: 351 U RGB: 134,235,182 CMYK: 42,0,4,0

Hex: cfb0cc PMS: P 83-11 C RGB: 207,176,204 CMYK: 17,32,4,0

Secondary Use me for accents, borders, details, and background patterns such as confetti, squiggles and shapes.

Black & white

Secondary logo

White only

Use me for any medium where colour is unavailable or restricted

Use me as much as possible. Colours include Ballerina Pink, Spiced Nectarine and Flashpoint Min size: 24px in height

Use me for any medium where there is a dark background

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Style guide - Typography Heading 1 Knicknack Regular Font size: 36px

Heading 2 Gotham Rounded Bold Font size: 24px

Heading 3 Gotham Rounded Bold Font size: 18px

Paragraph Gotham Rounded Book Font size: 12px

Brand posters

I’m your mega title, use me for special occasions!

I’m your standard title, use me when you want to add a heading.

Brand posters for OmiNomi should contain similar colour schemes (tints and shades of the Primary and Secondary Palette, feature predominantly the Knicknack font and any variation of cartoon drawings from the OmiNomi gallery.

The image on the right is an example promotional poster for OmiNomi’s store link and social media channels.

I’m your subheading title, use me anytime you can’t use a larger heading or need multiple subheadings!

I’m your subheading title, use me anytime you can’t use a larger heading or need multiple subheadings!

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Website The OmiNomi website should use varying tints and shades of Primary colours, particularly Hot Flamingoes and Flashpoint.

Basic typography rules should be applied to page content, with Heading 1s used sparingly.

Promotional poster for OmiNomi’s stall at the Camberwell Market.

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Social media OmiNomi is predominantly an Instagram-friendly brand, so social media assets will typically be squares with solid backgrounds making use of both Primary and Secondary colour palettes.

Social media posts will be used to promote new card offerings.

Branding and design by Christina Peng 14 OmiNomi Brand Book

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