Brand Development Guide

Brand Development Guide

CONTENTS the company /1 company history /3 name brainstorming /4 philosophy /6 naming ideas /7 contemporary references /8 historical references /10 type explorations /12 logotype development /13 final logotype /14 collection logotype /15 color palette /16 mark /17 color mark/18 secondary type /19 image style /20 brand applications /21

COMPANY

My start-up manufactures handmade soap with the smell of nature

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HISTORY

The company was founded in 1990 by Aya Naim in France. Her parents who emigrated from Morocco in the 1960’s opened in France a spice shop that inspired Aya in her childhood. As a young adult she enrolled into the University of Arts where she started to experiment making vegan handmade soap with different scents inspired by her childhood. She started selling soaps to her University colleagues at first just to make some spare money, but in a short time her products became popular in the whole campus and after graduating she decided to start her own brand. Her target is to bring the scents of her childhood into the life of every woman by also using only natural and vegan ingredients.

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BRAINSTORMING

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shape color vegan liquid fragrance watercolor bio solid soap oil paints painting pencil sculpture art illustration pattern colors

mosaic

Morocco

architecture culture

BRAINSTORMING

art

architecture painting revolution bohemian

France

vintage fashion

spice

exotic color

flavor

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Monet

PHYLOSOPHY

1/ handmade 2/ vegan 3/ spicy

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NAMING

1/ The name Aya Naim has an Arab origin. “Aya” means miracle/wonderful and “Naim” happy, tranquil, peaceful.

2/ Savondeur comes from the French word for soap - savon, and scent - l’odeur which where combined to represent the unique scent of the soaps.

3/ Because the target group are women the name Hershe emphasizes this category by juxtaposing two feminine pronouns.

1/ Aya Naim 2/ Savondeur 3/ Hershe

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CONTEMPORARY REFERENCES

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CONTEMPORARY REFERENCES

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HISTORICAL REFERENCES

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HISTORICAL REFERENCES

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TYPE EXPLORATIONS

TYPES SKELETONS

Savondeur

Savondeur

Savondeur

Savondeur Savondeur

Savondeur TYPE EXPLORATIONS

Savondeur

Sav ndeur

SavOdeur

Sav ndeur

SavOndeur

Savon deur

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LOGOTYPE DEVELOPMENT

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Sav deur

Sav n deur

Sav deur

O

SavOdeur

MOROCCAN COLLECTION

Sav deur

Sav deur FRENCH COLLECTION

Sav deur

FINAL LOGOTYPE

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Sav deur

Sav deur

Sav deur

Sav deur

COLLECTION LOGOTYPE MOROCCAN COLLECTION

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Sav deur

Sav deur The Moroccan collection is inspired by their traditional spices and scents.

The icon used for this collection represents a traditional Moroccan gate.

FRENCH COLLECTION

Sav deur

Sav deur Sav deur

Sav deur

The French collection is inspired by the Mediterranean herbs. The icon used here represents the Château de Chambord.

Sav deur

Sav deur

COLOR PALETTE

Sav Sav Sav Sav

deur deur deur deur #ebebe1

#cb9205

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Sav Sav Sav Sav # 9c4d3e

deur deur deur deur

#3a555e

MARK

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COLOR MARK

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SECONDARY TYPE

SPICE UP YOUR SOAP Soap with love for nature Soap with love for nature Soap with love for nature The company was founded in 1990 by Aya Naim in France. Her parents who emigrated from Morocco in the 1960’s opened in France a spice shop that inspired Aya in her childhood. As a young adult she enrolled into the University of Arts where she started to experiment making vegan handmade soap with different scents inspired by her childhood. She started selling soaps to her University colleagues at first just to make some spare money, but in a short time her products became popular in the whole campus and after graduating she decided to start her own brand. Her target is to bring the scents of her childhood into the life of every woman by also using only natural and vegan ingredients.

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IMAGE STYLE

SPICE UP YOUR SOAP

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SPICE UP YOUR SOAP

Soap with love for nature

Sav deur

Soap with love for nature

SPICE UP YOUR SOAP

Home

4/ Mobile App

3/ T-shirts Create your soap About Contact

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100% hand

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since 1990

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Sav deur

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Aya Naim’s

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Ingredients

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BRAND APPLICATIONS 21/25

1/ Product Packaging 2/ Bags

Sav deur Sav deur Cart

SPICE UP YOUR SOAP

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Aya Naim’s

Sav deur since 1990

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Ingredients

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PRODUCT PACKAGING 22/25

SPICE UP YOUR SOAP

BAGS

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T-SHIRTS

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MOBILE APP

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Sav deur Create your soap

About

Contact

Cart

SPICE UP YOUR SOAP

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Home

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Specialization in Graphic Design Capstone Project Coursera/CalArts 2020