Graduation Project Documentation

GRADUATION PROJECT VISUAL COMMUNICATION (MASTER OF DESIGN)

Vol. 1 of 1

Project Title:

Rebranding for online fashion jewellery brand Pipa Bella

Name:

Aman Govani (9574924944)

Project Mentor:

Sambit Pradhan

2019

The Graduation Project Evaluation Jury recommends AMAN GOVANI from Visual Communication for the Master’s/ Bachelor’s Graduation Degree of Unitedworld Institute of Design, Karnavati University, Gandhinagar, India herewith, for the project titled Rebranding of online fashion jewellery brand Pipa Bella. The project is complete in every aspect in accordance to the guidelines set by the institution.

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*Subsequent remarks regarding fulfilling the requirements

COPYRIGHT Š 2018

Student document publication, meant for private circulation only.

All rights reserved.

No part of this document will be reproduced or transmitted in any form or by any means including photocopying, xerography, photography and videography recording without written permission from the publisher, Aman Govani. All Illustrations and photographs in this document are Copyright Š 2018 by respective people and organizations.

Written and designed by Aman Govani, under the guidance of Sambit Pradhan.

Printed digitally in Name the Place March, 2018.

ORIGINALITY STATEMENT

COPYRIGHT STATEMENT

I hereby declare that this submission is my own work and it contains no full or substantial copy of previously published material, or it does not even contain substantial proportions of material which have been accepted for the award of any other degree or diploma of any other educational institution, except where due acknowledgment is made in this degree project. Moreover I also declare that none of the concepts are borrowed or copied without due acknowledgment. I further declare that the intellectual content of this degree project is the product of my own work, except to the extent that assistance from others in the project’s design and conception or in style, presentation and linguistic expression is acknowledged.

This degree project (or part of it) was not and will not be submitted as assessed work in any other academic course.

I hereby grant the Unitedworld Institute of Design the right to archive and to make available my degree project/thesis/dissertation in whole or in part in the Institutes’s Knowledge Management Centre in all forms of media, now or hereafter known, subject to the provisions of the Copyright Act. I have neither used any substantial portions of copyright material in any document nor have I obtained permission to use copyright material.

Student Name in Full: Signature: Date:

Student Name in Full: Date:

RE-BRANDING

Creating a new Identity Visual Identity Design - PIPA BELLA

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Acknoledgment A formal word for expressing heartfelt gratitude I have towards everyone who supported me guided me and encouraged me during this project.

UID, for providing the infrastructure that nurtures design education and encourages creative ideas throughout my design education for the past 2 years.

All my teachers at UID, for always being patient and kind. For all their teaching and inputs along every step of my design education. For being supportive and encouraging towards exploring our ideas.

Sambit Pradhan (Project Guide), for being the perfect listener to my rants about all the issues I faced during the project. For encouraging me to keep exploring until I was satisfied with the result. For all inspiring words and wise inputs towards life and work.

Lollita Dutt (HOD), for being an inspiration towards following my heart regardless of what others think and for providing the necessary support to the students.

Design Stack (Intern/Project), for giving me the opportunity to better understand the corporate work culture. For guiding me during the initial phase of the project and pointing me in the right direction.

S.M. Shah (Mentor), for providing the necessary inputs all throughout my education. For the support and guidance through every problem, I faced during my project.

Parents, for always encouraging and supporting me no matter how crazy my ideas were. For always understanding me more than I could.

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“Every interaction in any form, is branding.�

- Seth Godin

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Contents

Proposal Brand Research Survey Analysis Doodles Logo Sketches Logo Iterations Final Design Logo Guidelines Logo Applications Conclusion

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Proposal This is a rebranding project for the online jewellery shopping platform Pipa Bella. The brand aims to offer India’s modern women an easy online jewellery shopping experience, with a range that is quality assured and affordable. The brand started its operations in 2012 and since has multiplied manifolds. It is covered by fashion bloggers and celebrities alike.

It’s a startup brand with a lot of limitations but also a lot of potentials. It’s a different kind of branding project than the usual ones. The client wants a new logo unit and tag line, Brand positioning, Typography, colour pallet, packaging system, communication template, and marketing campaign.

There might be a possibility to work a concept for a marketing campaign as well.

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Project Background With an upwards trend in the e-commerce market, most of the millenials are shopping online for as much of their daily needs as they can. E-commerce sites are trying extremely hard to lure these millenials away from retail shops by providing multiple benifits over physical stores like no ques, shop from home, easy returns and most important of all, big discounts.

With these benifits, e-commerce websites are seeing an addition to their customers by the minute. Still there are some items, that are traditionally less preferred by people to purchase online, such as jewellery. Jewellery is a personal style statement for its users and hence purchasing it without actually seeing it or trying it on isnt something many will prefer especially jewellery made of precious metals.

But due to increase in prices of precious metals, and different prioritiesof the new generations, fashion jewellery is also seeing an upward trend.

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Pipa + Bella is one such brand that makes fashion jewellery. They sell these jewellery online on their websites, along with other e-commerce platforms like amazon and jabong. People are starting to accept these jewellery products as a part of their online purchase slowly. Pipa + Bella is an established player in this market with very few competitors.They are looking to create a brand that is trusted by their target audience just as much as they would trust their family jeweller for a good quality product.

Timeline Phase 1 (Research) : A market study to

understand the consumer’s preferences and requirements while purchasing jewellery and to understand how to improve their online jewellery shopping experience.

Phase 2 (Concept Development) : After research is completed, it is put to use to start brainstorming ideas, mindmapping, rough explorations and develp concepts to suit the requirements derived from the research.

Phase 4 (Execution) : In this phase, the derived design is executed, converted into existence.

Phase 5 (Documentation) : The whole process is put together in a presentable format, starting from the research, scribbles, rough sketches to the final branding materials.

Phase 3 (Design) : After finalising on a concept,

it’s time to start converting the concept into design, create a visual identity of the brand, typography, colours and packaging interface.

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Jewellery Occasions Day - to - Day :

Modern young Indian women mostly prefer fashion jewellery in day-to-day use. Increased crimes against women, increased rates of precious metals and ever-changing fashion trends are the reason behind this preference. They prefer jewellery that suit’s their own personal style, is of good quality and most importantly affordable.

Casual Dinners :

Whether it’s an office party, a friendly get together or a night of clubbing with friends, young Indian women want to wear jewellery that follows the latest trends, speaks about their personality and is affordable. For clubbing occasions, safety becomes a bigger concern which is often the main reason behind choosing fashion jewellery.

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Family Functions :

For family functions, women usually wear jewellery made of precious metals, but lately, that trend is changing and some women are leaning towards artificial jewellery that looks just as real but has better style options and is lighter on the pocket. Also, women don’t prefer the traditional heavy intricate jewellery designs anymore. Instead, they prefer something unique and simple that speaks about their personality.

Research Product Analysis : Jewellery has always been

an integral part of fashion industry, but in India, Jewellery market has always been dominated by regional jewelers. Also the Indian consumer, often avoids purchasing jewellery that isn’t made of precious metals and doesn’t have resale value. But due to increasing rates of precious metals, a shift in priorities of the new generation and increasing crimes against women, recently fashion jewellery has gained alot of traction.

Young women, especially living in tier 1 and 2 cities, prefer to wear fashion jewellery due to its versatility, wider options, financial benefits and also because it requires no long term commitment. These women are tech-savvy, trend conscious, practical and super busy. Even though it is gaining traction in the market, Fashion jewellery is famous for often being of low quality and unreliable if not manufactured properly.

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Dispensible Trendy

Pipa Bella

Affordable

Bold Style Statement

Personalised

Young

Reflection

Practical

Mirror Personality

E-commerce

Variety

Beautiful Cities

Harmony

Tech-Savvy

Working Women

Cusomisable Fashion

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Quality

Trust Reliable

Low-Maintanence

Fresh

Co-existence

Beautiful

Mirage

Market Study Fulfilling the requirements of the customers is the most important aim of any brand, regardless of their philosophy, quality of product and ease of access.

Any brand that successfully identifies their key target audience and fulfills their requirement with their product will be successful. In order to identify the key target audience, a market study needs to be carried out that focuses on the users of the product/ service and their psychographics and demographics.

The market study also unravels their views on the product, how important it is and the reasons behind using that product or service. This information allows a brand to develop a brand strategy that connects to its target audience emotionally.

I have conducted an online survey of 60 users to understand the target audience of Pipa + Bella. Pipa + Bella is a brand that has two major challenges infront of itself. It has to convince the traditional Indian consumer to purchase a piece of jewellery that isn’t made of precious metals and has little to no resale value. It also challenges the traditional jewellery shopping method of the Indian customer by setting up an online-only shop. This survey reveals alot of crucial insight about the changing mindset of the Indian consumer regarding these two challenges that the brand is facing.

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Survey

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Survey Summary The Survey provided the follwing insights that will be used as benchmark for brand positioning during the conceptualisation of the branding : Price, quality, safety, choices and low maintenance costs are one of the major reasons behind purchasing Fashion Jewellery.

Women between the age of 20-35 living in tier 1 and tier 2 cities are comprised of majority of the consumers who buy fashion jewellery online.

Fashion Jewellery sales are definitely on the rise, about 97% of women between the age of 15-45 wear fashion jewellery atleast sometimes if not regularly.

Not many people know about websites like Pipa +

Bella and Ornativa, but Pipa + Bella is more popular than others.

Resale value is important to most buyers of jewellery but, when it comes to fashion jewellery, current trends are more important.

Price, quality, safety, and low maintenance cost are the major reasons behind purchasing fashion jewellery.

Social media platforms and word of mouth are the major factors behind popularity of fashion jewllery brands.

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Current Look Pipa Bella’s current look is far from what the company desires. The logo is a wordmark with a symbol in middle of the two words, but the symbol isn’t something that showcases the brand’s personality. It is a generic symbol of a gemstone, which if placed somewhere else won’t be distinguished as brand mark. The swooshes in the letters ‘P’ and ‘B’ give it a relative look to jewllery, but that is about all the positive points to it. Every brand needs a logo with high recall value.

The brand doesn’t use fonts consistently, for their promotion materials as well as through their website.

There is no consistency in styling of website. Every section has a different styling, which makes the brand look inconsistent and unreliable.

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The photos used on the website are not of high quality either. They dont showcase the details of the design of the jewellery. Also they are not showcased from multiple angles which alot of customers prefer as they cannot actually hold the product and examine it online.

The brand uses black colour as primary brand colour, which looks very plain and simple. Overall, the current look of the brand is very bland and generic.

This lack of commitment towards branding creates a perception of laziness and lack of commitment in the consumer’s mind.

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Personas Personas are created during the second phase of research. Design thinkers synthesise their research and findings from the first phase of research. The personas will be used as a guide during the ideation process.

Persona 1 : Arushi Age : 23 Status : Single

Occupation : Student Location : Ahmedabad

Personality in Context Arushi is currently pursuing LLB at Nirma University Ahmedabad. Arushi’s family prefers jewellery made of precious metals, but she herself often wears fashion jewellery. She often has to look professional when going to court hearings/moot courts but also doesn’t want to wear the same jewellery everyday. So she buys cheap, beautiful fashion jewellery for her day-to-day use.

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Persona 2 : Priti Age : 30 Woman Status : Married

Occupation : Working Location : Pune

Personality in Context Priti works at a pharmaceutical company, where she has to always look the part. Priti has a unique sense of style which isn’t confined by the norms of society, but at the same time she still has to look professional at work. She likes to buy unique and differently inspired jewellery that she can replace every now and then. She prefers fashion jewellery due to this reason.

Challenges Challenge 1 : Convincing consumers to purchase Jewellery not made ofprecious metals.

Indian consumers traditionally have always favoured Jewellery made of precious metals over fashion jewellery. So first of all we need to expand the consumer base for fashion jewellery. According to the research, most young women are starting to include fashion jewellery in their wardrobe. They do this with specific intentions and priorities which the brand can use to attract more buyers.

Challenge 2 : Competing against the already established local Jewellers.

market share still consists of individual small shops.

So, luring the customers away from their local retail shops and to a brand is another challenge in itself.

Challenge 3 : Building enough trust that consumers buy jewellery online.

Indian consumers were reluctant to shop online, but with rigorous marketing and heavy discounts e-commerce sites have managed to lure customers to their sites. But even today, personalised items like clothes and jewellery find it difficult to sell online easily.

Jewellery market in India was never brand dominated. Local Jewellery shops have always dominated this market, though some brands have started to emerge recently. But majority of the

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Brand USP The founder of Pipa Bella Shuchi Pandya belongs to a family of jewellers, hence she has key insights about manufacturing high quality jewllery. People often avoid fashion jewellery because it’s not well made and is unreliable. Pipa + Bella’s expertise in manufacturing gives it an edge over this problem.

One of the major reasons people prefer fashion jewellery is because of wide variety of designs.

Pipa + Bella launches about 100 new styles every week, focused on different types of style statements.

Pipa in spanish is a colloquial word for someone who is ‘Bold / adventurous / risk-taking’ and Bella

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is italian for ‘Classic and Beautiful’. Pipa + Bella’s collections reflect both these personalities and cater to women who could relate to either or both.

The brand aims to provide high quality fashion jewellery to women with various jewellery preferences at affordable rates. It’s more popular compared to it’s competitors and has been worn by bollywood celebrities and fashion bloggers alike.

The brand has also been mentioned in International fashion and business publications such as Vogue, Harpers, Femina, Grazia, Comopolitan, Elle, Economic Times and The Wallstreet Journal.

Brand Connect Jewellery preferences of the modern woman have changed drastically. No longer does she wear the heavy inctricate over bearing jewellery, instead she prefers to have jewellery as per occassion. She wants her jewellery to convery her mood, be it professional, casual, or something special. Sometimes she wants to show her unique, confident and outgoing side, while others she might want to have something delicate, beautiful and yet simple. Just like two sides of a coin, Pipa and Bella co-exist inside a modern woman, and Pipa + Bella has understood this very well. Their design cater to both of them rather than focusing on only one like most brands.

also trusted for its quality and service and a wide variety of collections.

One of the main reasons why the brand is trusted by its customers is because of a website that is relatively bug free and has good customer service.

Millenials expect technology to just work and be hassle free. Purchasing jewellery from a well-thought out e-commerce platform gives it’s customers alot of benifits like avoiding ques, quick and anytime, anywhere availability and many more.

Pipa + Bella has been adorned by many fashion bloggers and bollywood celebrities alike and this gives it a unique positioning in the market.

The brand is well recognised in the market and

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Indian Jewellery Market The gems and jewellery market in India is one of the biggest. It contributes around 7% to the totale GDP of the country. This sector is focused by the government for export promotion.

Indian Jewellery market is home to about 300,000 players of which most are small players. Due to influence of western culture, the market is experiencing a change in preference. The consumer now demands new designs and varieties in jewellery.

They are now more accepting of branded jewellery. A few years ago Tanishq set itself as India’s first major branded player, after which alot of other players have also started evolving themselves into big brands.

Before this, the Indian consumer often preferred the local jewllers their family has been dealing with, over big brands.

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The artifical jewellery market has been prevalent in India for a long time as well, but consumers often preferred precious metal jewllery over imitation jewellery. But lately the trend is changing, especially amongst the young women of the country who have more practical priorities than having precious metal jewellry. They want to be able to change their jewellery as often as everyday, want it to be affordable, and modern. This change in demand has given birth to a new segment in jewellery sector called Fashion jewellery.

Fashion jewellery market is yet to see any major brand establishing itself like Tanishq has. But there are a few emerging candidates who are shaping the market according the needs of the consumer.

Competitors Direct Competitors Ornativa : Ornativa was founded with the aim to resolve the pain points of young women trying to find the right jewellery. They rely on international trends, and bring them to the Indian consumer at a mid-level price point. Their target audience is modern woman looking for jewellery to match her modern western styling. They also have a real time customisation platform where customers can design their own jewellery. Their core target audience is 20-35-year-old modern working woman. They use a lean inventory based business model that allows them to keep their investment as low as possible.

Voylla : Voylla initially started out as an apparel shop online, but soon shifted towardsfashion jewellery.

They rely mostly on traditional art and crafts for design inspirations. They have a huge collection of jewellery and is a serious player in the market. They

have product placement in multiple TV Shows. The brand has started rolling out retail purchase points as well to help lure customers from Urban areas other than Tier 1 & 2 cities.

Indirect Competitors : Platforms like Amazon, Jabong and Myntra have a massive foothold in the E-commerce market as they cater to a much wider target audience than just Jewellery shoppers. Also they have been in the market for a much longer time with a rigorous branding they have developed an emotional connect and trust with their customers.

These websites allow multiple brands to sell their products on their platform, and Pipa + Bella sells their products here too but these do lure away direct sales away fromt he brand. And also these sites end up promoting other direct competitors.

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SWOT Analysis Strength :

Pipa Bella has better brand presence compared to other competitors in the same price range.

It has very few direct competitors as of now in India.

The brand has a heritage and expertise in high quality jewellery manufacturing.

Weakness :

Many people still donot trust purchasing jewellery online, which can became a hinderance in finding new customers.

Pipa Bella has been adorned by fashion bloggers and bollywood celebrities but it’s not that famous amongst it’s target audience.

Customers can not try the jewellery before making a purchase online which some would prefer.

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Opportunities :

Due to safety, high cost of precious metals and ever changing fashion trends, fashion jwellery’s popularity is on the rise.

Number of people from tier 2 and tier 3 cities making online purchases is increasing and this market is relatively untapped.

Threat:

Platforms like Jabong, Myntra and Amzon with much better brand presence and trust also ahve sellers with fashion jewellery.

Local Retailers have always dominated the jewellery market, and even brands with physical presence are still competing heavily against them.

Brand Positioning Pipa Bella caters to young women’s jewellery needs for every occassion, whether they want conservative styling or bold and vivacious style statements.

Pipa Bella brand has an opportunity to create a market for itself amongst young women that are looking for affordable stylish jewelry. Pipa Bella wants to provide a unique jewellery purchasing experience that appeals to a younger demographic at an affordable rate. The brand understands that young women today are contrasting personalities

co-existing in one. They are modern, hardworking, independant, and strong. But they appreciate support, love being pampered and admired as beautiful and adore chivalry. This co-existence of contrasting personality is at the core of Pipa Bella.

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Deliverables Rebranding for Pipa Bella will include the following deliverables for the brand that will maintain consistency throughout brand collaterals. These deliverables include the following: Logo Typeface Brand Colours Pattern Website style Business Card Letterhead

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Envelope Packaging Style Brand Manual Wrapping Paper Billboard Guidelines Social Media Post Guidelines Other Brand merchandising

What is Identity?

The way a brand presents itself to its consumers or the way its consumers perceive is brand identity. This corresponds to the intent of branding. The name, logo, colour, shapes and other visual elements in its products and promotions, all with a goal of cultivating a certain image in its consumer’s mind.

A successful brand identity can be one of the most valuable assets for the brand. It takes alot of cash flow and efforts to create a successful brand image.

Consistency has to be maintained throughout brand literature to create and maintain the recall value of the brand identity. The recall value is the parameter that defines the success or failure of a brand identity.

Companies often consider rebranding their image due to multiple reasons. The major reason behind this move is because their current brand identity doesn’t communicate their intended brand image to their consumers. This may be due to expansion in the company’s target audience and business strategy or due to an ineffective brand identity.

Rebranding is like having a clean slate to create a whole new image of the brand. If done well, with an in-depth understanding of the brand’s target audience, this can be a game-changing opportunity for the brand to leverage the most benefit from the move.

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Doodles After doing all the research, and getting a better understanding of the brand and its perceived image, I wanted to create a unique identity that was sophisticated, and reflective of the brand’s philosophy.

The identity needed to be something like no other, yet something that held a good recall value. It was a tall order and needed to get out alot of bad ideas.

I looked at multiple existing logos for jewllery brands, Real and Artificial. I looked at the jewellery design style Pipa Bella as well for inspiration. I used these as an inspiration and started doodling without having any final outlook in mind. I didn’t expect any of these to be used in final ideation, did them just to get the ball rolling. After

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doing about an 80 of these I started using keywords that describe the brand’s core philosophy to further narrow down logo elements. Initially I was stuck in the design process, but later on, after finalising a few good sketches I started playing around with them and ended up mix and matching a couple of them to create 4 final options for the logo.

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Logo Ideation The core philosophy of the brand can be described by just a few words, that served as an inspiration for the logo. These words are Co-existence, Mirror, Reflection, Harmony, Opposites, Contrast, reliable, multiple personalities and Layers.

Co-existence: Contrasting Personalities co-exist in every modern young woman.

Mirror/Reflection: Jewellery style is a reflection

of the wearer’s personality and mood.

Contrast: Pipa means someone bold and adventurous, while Bella means a princess.

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Reliable: The brand has expertise in making

reliable products at affordable rates.

Layers: A young Indian woman has multiple layers

to her mood and personality, and she needs a jewellery brand that understands and caters to all of her layers.

Keeping these words as inspiration, further doodles were created from which, later 4 final logo options were created.

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I believed that monograms were a perfect fit for the brand as it can be used in a varied way as the brand requires and also creates a standalone identity without using typography.

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This monogram uses a slab serif font with letter ‘P’ and ‘B’ integrated into a single identity without omiting any intricating details.

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Monogram where letter ‘P’ was read first and then letter ‘B’, just like the name of the brand. This iteration served as inspiration for the final logo design.

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The below shown shape was inspired from infinity symbol.

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A combination of these 2 iterations was used for one of the final options for logo. These were based on Mirror/reflection concept

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Pipa Bella

PIPA BELLA 55

Shortlisted Iterations This logo option is inspired from the keywords Opposite/reflection. In this concept, ‘P’ is reflected in ‘B’ as well.

Pros:

Incorporates a symbol along side typography.

Goes well witht he brand’s philosophy and looks well balanced.

Cons:

Letter B is read before the letter P, while the brand name has Pipa before Bella.

The typography placement is essential to a balanced appearance but at a smaller size it becomes illegible.

Visually balanced and appealing.

Seems more suitable for a gambling establishment or playing cards company.

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This logo option is inspired by the keywords reflection. In this concept, a reflection of ‘p’ becomes ‘b’, while the symbol becomes a part of the wordmark as well.

Pros:

Cons:

The identity looks modern enough for a brand targeting the modern women.

The lines depicting reflection in the symbol, will not be legible when the size is reduced.

The visual appearance has a strong appeal which can work in the brand’s favour.

The symbol doesn’t have an ornamental feel to it which is important for a jewellery brand.

Uniquely incorporates the symbol and typography into one single identity.

A symbol created of the initials of this logo wont be balanced.

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This logo relies on a visual symbol where a slanted letter ‘P’ is mirrored as ‘b’ combined witha well balanced modern typography.

Pros:

The logo creates a very modern, feminine appeal that works very well for the brand.

The symbol on it’s own can create interesting shapes and patterns.

A strong and appealing visual identity with a modern touch.

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Cons:

The symbol looks too familiar to PNB logo as well as some other well-established logos.

A monogram with integration of letters ‘P’ and ‘B’ which symbolises co-existence of contrasting personalities as a single identity.

Pros:

A symbolic representation of Pipa and Bella co-existing as a single identity perfectly identifying the brand’s target audience.

Cons:

When enlarged to a certain limit, the logo might show some awkward negative space in the bottom half.

A strong symbol that can work on its own without the wordmark as well.

The wordmark or the symbol can be used independent of each other.

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Final Design

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=

These two logos were solid concepts that worked well as an identity but were not suitable for a fashion jewellery brand. The first one is more suitable for an industrial brand while the second one is more suitable to a tattoo parlor or a playing cards/ gambling institute.

While playing around with them digitally, and using the layout of letters of first logo and design style from the second logo, I was able to create something that suits very much to Pipa Bella’s core Philosophy and it’s Fashion jewellery business. Of course this logo still needed alot of refinement which is documented on the next page.

Fine Tuning

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Brand Type family While developing a brand identity, it is important to find typography that will fit into the overall brand architecture. All communication associated with the brand will utilize this typography style.

A brand font has to go well with the brand’s personality and also be legible. Pipa Bella is a dependant on e-commerce platforms such as websites and mobile applications, hence it needs to have a typeface that is readily available as well as is legible on screens. Even with the advancement in screen resolutions, a screen cannot match the clarity of printed material. Also, due to licensing of fonts and

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distribution limitations, not all fonts are supported on browsers and mobile OS. Though, there are a few fonts that are readily available on all these platforms such as Verdana, Roboto, Georgia, Palatino, etc.

After going through all these requirements, and observing brand personality, I explored some of the font options out there for the brand before deciding to use ‘Palatino Linotype’ which is a modern version of ‘Palatino’ an old-style serif typeface released in 1949.

(Quixote Obsolete)

(Trajan Pro)

(Bodoni Std Poster Compressed)

PIPA BELLA

PIPA BELLA

PIPA BELLA

PIPA BELLA PIPA BELLA

PI PA BELLA

(Segeo UI)

(Sylfaen)

(Zahra)

PIPA BELLA

PIPA BELLA

PIPA BELLA

(Pierson)

(Sitka)

(Palatino Linotype)

(Vera)

(Samford)

(Constantia)

These are the fonts, I thought could be suitable for Pipa Bella. Some of these fonts were then further evaluated as being stronger candidates before deciding on the final one.

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PI PA BE L L A Zahra Inline fonts have a great personality suitable for jewellery brand but it doesn’t go well with the logo identity I have created.

The Vera typeface’s extra tall stance gives a solid base to the monogram to sit on. And the modern serif style suits the brand’s modern jewllery image well but the overall look and feel of the font is more suitable for a watch brand.

PI PA BE L L A

PIPA BELLA

Trajan Pro is almost perfect for this brand as a font, the anatomy suits the monogram as well. But as the font doesn’t have small caps, it can’t be used in literature.

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Palatino Linotype is similar to ‘Trajan pro’, but has wider anatomy. This font type fulfills both the needs of a body as well as a display typeface.

Wordmark Placement

P I PA BELLA The monogram does remain the dominant Brand Identity here, but the proportion becomes odd and can limit uses of the logo in certain scenarios.

P I PA BELLA The logo looks good here, but the wordmark overpowers the monogram, while I want the monogram to become the dominant identity for the brand.

PIPA BELLA The monogram becomes the intended dominant Identity here, without restricting the uses of the logo.

Also, the wordmark and monogram can be used independently of each other if needed.

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Colour Options Choosing the right colour for any brand is very important. The wrong colour scheme will fail to communicate the brand’s philosophy and intent to its consumer for sure.

Pipa Bella needs to portray itself as an affordable, trustworthy, and modern brand that provides jewellery products, usually associated with luxury.

After exploring multiple colours as primary colours, I finally decided to use a custom Teal Green colour that can communicate everything the brand wants to.

I have decided to use a very light cream colour for background against the teal green to make it look a little more luxurious.

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PMS CMYK RGB HEX

329 C 100, 70, 76, 0 5, 45, 45 #052D2D

PMS CMYK RGB HEX

P 1-1 U 0, 0, 4, 0 255, 254, 248 #FFFEF8

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Brand Colours

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Pipa Bella Teal Green (Primary)

A dark teal green colour invokes a feeling of luxury, boldness, and Beauty.

Light Cream (Secondary)

A complimentary secondary colour to support the main brand colour.

Rose Gold/Copper Foiling

Rose gold/Copper foiling to provide a required premium touch to the customer.

Final Logo

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1

Logo Guidelines Approved Logo Applications: Due to a variety of requirements brands have for logo applications, just one type doesn’t cut it anymore. There are multiple scenarios where a logo as intended cannot be used and will require some modification to its colour to achieve the desired look and feel without compromising the brand integrity.

These 4 logo layouts will cover most of the requirements the brand will have during its lifetime for logo application.

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1. Teal Grean Logo against Light Cream background

The Pipa Bella Teal Green is the primary colour for the brand and the logo, along with the light cream background. This is the way the logo is to be used.

Other iterations here are just for situations where this layout cannot be used without compromising the visibility of the logo.

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2. White logo against Dark coloured Background

This is an option where the logo is needed to be used against a dark background to add more versatility to the logo. While using this, try not to make the logo too small to avoid losing legibility. Also, if possible try to keep the background colour similar to the original logo colour (Pipa Bella Teal Green)

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3. Rose Gold/Copper Foiled Logo against Pipa Bella Teal Green Background

This layout is intended to be used for visual merchandising intended for customers only. Its sole purpose is to give the brand a luxurious impression and is to be used only for things like packaging and event invitations.

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4. Black logo against white/light background

This layout is to be used only for a greyscale/black only situations. Also, this should not be used against a dark grey or black background.

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Pattern Options A pattern for a brand is usually made using the brand logo, or a part of it. The pattern can be used for multiple purposes, including but not limited to wrapping paper, ribbons, borders, tissues, background, watermark, Ribbons. A brand can have more than one types of patterns, one might be using the logo, other with the wordmark or just repeating the whole logo in a repetitive manner.

The new identity of Pipa Bella has a very interesting form that looks like an earing on its own. I have decided to use this form to use it for creating a pattern.

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Brand manual A brand manual is a guide that keeps a brand’s design on the straight and narrow. It’s the document that shows what fonts and colours represent a brand the best. It tells everyone who designs for the brand, how to make sure that each piece of collateral looks like it’s come from the same company.

Brand manuals allow designer to focus their creativity on the bits they can add value to, rather than changing the font for the sake of being different. Brand manuals help keep the business identity intact and help build trust and reassurance with the customers because everything produced has a common style or theme. Brand manuals don’t make the work boring by making it look all the same, rather they simply make it look like something that’s come

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from the same company.

A brand manual often consists of logo guide, colour scheme, font guide, company stationery template, web guidelines, social media and advertisement guidelines. These guidelines often cover almost all aspects of brand collaterals that maybe required by the brand throughout its lifetime.

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Brand Application After creating a strong brand identity, creating collaterals using the same is the obvious next step.

Brand Collaterals includes Business cards,

letterhead, other stationery items, Website layout, gift box, hoardings and so on.

As this is a rebranding project, I have created a website layout as a suggestion of how it can look.

The layout doesn’t focus too much on the UI but is still user-friendly and clean looking.

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Even though this is an online shop, it will require business cards, letterheads, and other stationery items.

If the brand wants to open retail stores in the future, they can use the same brand identity due to its’s versatility. Examples of the same are included in this documentation.

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Insta Profile Pic Logo size (min): 89 x 100 px

Insta Post Logo size (min): 55 x 62 px

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FB Profile Pic Logo size (min): 89 x 100 px FB Cover Pic Logo size (min): 55 x 62 px

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Conclusion “How will I do this?”, “Where do I begin?”, “What process do I follow?”, these were one of the few questions scaring me when I started working on this project.

kept exploring, I learned one of the most important lessons - ‘Do more, think less!’. Sometimes an idea might be useless on its own but combining a couple of them can create something new and unique.

All I knew was that I wanted to do a branding project for my graduation project, but being a beginner in the field, finding a live project to work on all alone was very difficult. I joined Design Stack as an intern instead and they provided me with a brief of one of their live project to work on. Though the work I did wasn’t to be delivered to the client, I got to experience how real projects of such scale are handled in the industry.

After all the ups and downs throughout the project, I came upon some satisfaction of having experienced the industry first hand as well as having created something well received.

With an awkward name and a unique market positioning, creating a logo suitable to the brand position was proving to be a real challenge. But I

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References The Fundamentals of Rebranding: Why You Might Need a Change, < https://www.canny-creative.com/ fundamentals-rebranding-might-need-change/>

Brand Manual Mockup, < https://elements.envato. com/square-book-mock-up-softcover-editionS3KS8S>

Image used for Billboard Mockup, < https:// www.pexels.com/photo/fashion-woman-dressblack-39648/>

Coffee Cup mockup, < https://elements.envato.com/ realistic-paper-coffee-cup-mock-up-WH56PC>

Image used for Small Billboard Mockp, < https:// www.pexels.com/photo/two-silver-colored-rings-onbeige-surface-818649/> Image for instagram post, < https://www.pexels.com/ photo/blur-close-up-gold-jewelry-445986/> iMac Mockup, < https://elements.envato.com/imacmockups-BT39SH>

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Wrapping Paper Mockup, < https://elements.envato. com/gift-wrapping-paper-mockup-A8EYMV> Billboard Mockup, < https://elements.envato.com/ billboard-mockups-WPSQ99> Gift Box Mockup, < https://elements.envato.com/giftbox-mock-up-U2NMKK> Jewellery market overview, < https://www. floroscent.com/unstoppable-rise-fashion-jewellery/>

Brandards, < https://brandards.wordpress.com/thebook/ch-3-defining-a-brand-identity/> Defining use of Colour, < https://brandards. wordpress.com/the-book/ch-3-defining-a-brandidentity/>

Role of colour in jewellery logo design, < https:// www.onlinelogomaker.com/blog/role-colorpsychology-jewelry-logo-design/

BUYING BEHAVIOR IN BRANDED JEWELLERY MARKET: A CASE STUDY OF KERALA, < http://www. scholarshub.net/ijms/vol3/issue2/Paper_13.pdf>

Jewellery logos made simple, < https://www. tailorbrands.com/business-logo-design/jewelrylogo-design>

Understand typography and packaging, < http:// www.pkgbranding.com/blog/5-things-the-bestdesigners-understand-about-typography-andpackaging>

Voylla Branding and Promotion, < https://www. tailorbrands.com/business-logo-design/jewelrylogo-design>

Unconventional Jewellery logo design, < https:// www.designmantic.com/blog/design-diamondjewelry-logo/>

Logo designs and Techniques, < https://www. logobee.com/logo-design-blog/post/50-logo-designstyles-and-techniques>

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