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creating a brand

created by jessica graham computer application in design, new england school of art & design. 2012.


love is an ice cream sundae. ♥ jimmy dean

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table of contents: the brand & its inspiration

3

creating a logo

6

from logo to packaging

8

designing a website

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ad campaign

16

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the brand & its inspiration: The assignment was to create a brand from start to finish. I initially knew I wanted to do something quirky and contemporary, reaching out to the younger generation. I wanted everything, from my logo to the packaging to the ad campaign, to be fresh and accessible. I decided to create an ice cream company, geared towards adolescents and young adults.

My inspiration stemmed from companies like Ben & Jerry’s; their brand caters towards today’s younger generation. I wanted it to be fun and playful. The ice cream had to be an experience in itself, and everything from the logo to the advertising campaign needed to be attention-grabbing. In a culture dominated by technology, cellphones, and social media, new companies have to earn their audience, and this is exactly what my brand needed to do.

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“...the 24-34 age group showed the greatest

66

proportion of smartphone ownership, with percent saying they had a smartphone.” philip elmer dewitt, CNNmoney.com

Today’s generation is always connected, always texting, always surfing the web, always updating their status or checking into locations. It is undeniable that the world of technology permeates every aspect of our society, and a brand, especially one targeted at young adults, needs to echo our obsession with the media.

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creating a logo:

<3

I played with technology symbols, like the popular “less-than-3” heart- a very iconic form of text message slang....

i love you ice cream

...and also with trendy, “hipster” symbols and ideas, like putting mustaches on inanimate objects.

I made some really cutesy, youthful logos...

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...while also experimenting with contemporary and clean design.

My first step was to create a logo. The process began in black and white. A successful logo is one that works in not only color, but in black in white. I created nine logos to start with. I did not have a clear name for my brand, but the logos I created all followed the same design aesthetic: whimsical, fun, and youthful.


I chose my three, most successful logos, pairing them with company names that fit each individual logo.

the ice

<3

cream man

i

♥ ice cream

CONE

one logo focused on current design trends, one on chatspeak and techo-obsession, and one just on simple clean design

I ended up choosing this logo: I chose this logo because it really reflected my target audience. The “<3” is relevant and contemporary for a brand aimed at smartphone-wielding customers.

The “i ♥ ice cream” company name under the logo allows the name to be understood by those who may not know what “less than 3” stands for.

<3 i

I used vanilla ice cream because it’s the most universal and most popular ice cream flavor. It also allowed the “<3” to stand out.

♥ ice cream

It was also the logo that allowed me to play with chatspeak and cellphone lingo, giving me the most freedom to create and play.

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from logo to packaging: color palette: c 00; m 13; y 24; k 00 c 39; m 00; y 89; k 00 c 00; m 100; y 87; k 00 c 25; m 47; y 63; k 03

}

My color scheme evolved as I began creating the packaging. I knew I wanted a clean and contemporary color scheme. By using colors that are not only iconic as ice cream elements but also reminiscent of a simpler, vintage era I came up with a summery and crisp color palette.

c 32; m 00; y 10; k 00

I started by creating a die line by de-constructing a pint of ice cream.

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I used the Edyâ&#x20AC;&#x2122;s container as a template to create the packaging for my brand.


eam e cr c i ♥

t ugh bro e’ve be. s. w hould ic s ba it s zy the way cra e k2 . . no bac nilla th ple anilla it’s a im v v s k y bac in & am , pla st cre la il ju it, van its. try it’s s or b you en :D h chip w ) us, ile : eve ely sm beli it ut and ’ll defin abo u tion please yo rma

Amount Pe r Serving

Calories 19 0

Calories

from Fa t

Saturated F at 5g

14% 25%

Trans Fat 0g

cream e c i ♥ i

info cream, e #: more like e our ic ll-free u’d to k if yo we ma all our 55 5 c how free to ) 555-5 feel (555

s: ome et h tern m.com y in a man rticecre cream r u hea isit o rtice or v /www.i m/ihea cream :/ http book.co heartice face r.com/i te twit

lla good ol’ vani

Cholestero l 25mg Sodium 55 mg

8% Total Carbo 2% hydrate 25g 8% Dietary Fib er 0 g

0%

Sugars 18 g Protein 3g Vitamin A 6%

Calcium 6 %

80

% Dail y Valu e*

Total Fat 9 g

Vitamin C

Iron 2%

0%

* Perc calori ent Daily e die Valu e or lo wer d t. Your da s are ba sed o ily Va epen na ding lue Total Calo on your s may be 2,000 Fat ri ca h e Sat F Less s: 2,0 lorie ne igher at 0 eds: th 0 Chole Less an 65 st e g 2,50 th rol Sodiu 0 Less an 20 m g 8 than 0g Total Le 300m C 25g Dieta arbohyd ss than g 2400 rate ry Fib 300m m er 300m g 240 g 0m g 30g 375m g g INGR 30g EDIE

WHE NTS Y GUM PROTE : SKIM M , FLAV CAROB IN, BUTT ILK, CRE COL ORS (W BEAN G ERMILK AM, COR , ITH OR. VAN UM, GU MOLAS N SUG A A ILLA S EXT R GUM, ES, ACA R, RAC N T), A ATURA CIA L NNA TTO

KEE UNT P FRO ZE IL S ERV N ED

i

These smiley emoticons are a reference to the text-message culture; what better to use to express how ice cream makes you feel than smiley faces?

Nutrition Fact s

Serving Size 1/2 cu p (71 g) Servings Per Conta iner 3.5 Amount Per Servin g

Calories 190

Calories from

Fat 80

% Daily V alue*

Total Fat 9g

14% 25%

Saturated Fat 5g

Trans Fat 0g

Cholesterol 25mg Sodium 55mg

8% 2% Total Carbohydrate 25g 8% Dietary Fiber 0g Sugars 18g

* Perc e calori nt Daily Va e lu or low diet. Your d es are bas ed er dep a endin ily Values m on a 2,00 0 g a Total Calori on your calo y be highe Fat r es: 2,000 rie needs: Sat F Less at than Chole 65g L 2,500 sterol ess than Sodiu 20g 80g Less m than 25g 300m Total Less Ca g th 300 Dietary rbohydrate an 2400m g 2 mg Fiber 400m 300m g g 375m 30g g 30g IN

GRE WHE DIENTS: S Y K GUM PROTEIN IM MILK, ,C ,B C FLAV AROB BE UTTERM REAM, CO O IL A R COLO RS (WITH N GUM, G K, MOLAS N SUGAR VANIL R. S U , LA EX AR GUM, ES, ACAC IA N TRAC T), A ATURAL NNAT TO

0%

All food packaging is required to have nutrition facts, percent daily values, and ingredients. Using the Edy’s container as a reference, I created my own nutrition labels for vanilla ice cream.

Protein 3g Vitamin A 6% Calcium 6%

Vitamin C 0%

Iron 2%

KEE P UNT FROZ E IL S ERV N ED

m

Nutrition Facts

Serving Siz e 1/2 cup (71 g) Servings Pe r Contain er 3.5

I also incorporated a bar code from a stock image.

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THERE ARE NOW MORE iPHONES SOLD THAN BABIES BORN IN THE WORLD EVERY DAY eam r c ce ♥i

ght rou eb . e’v ld be w ou cs. asi y it sh zy b e a cra 2 th e w no . le. anilla ack nilla th p b m si it’s k va yv in & cream a l bac t ,p it, illa . jus try van bits you it’s s or en ) :D p h i ch s, w le : e u y smi iev l t bel finite d bou e e n na a s ’ll d atio plea form m, you

i

a : re in cre mo ur ice -free # ll o like u’d make our to 5 o y if we call -555 how free to 5) 555 l (55 fee

s: me t ho m rne o inte eam.c m y n r rea ma cec our hearti articec m .i isit a e or v ://www om/ih cecre ti http book.c /ihear face r.com te twit

i♥

m a e r c e c i ’ vanilla good ol

APPLE’S QUARTERLY REPORT IN JANUARY 2012

i ♥ ice cream it’s back 2 the basics. we ’ve brought back vanilla the way it sh ould be.

it’s vanilla, plain & simple. no craz y chips or bits. just creamy vanilla.

I decided to incorporate elements specifically from the iPhone. These speech bubbles are taking directly from the iPhone’s text messaging application. The text inside the bubbles is also written in chatspeak, using “2” instead of 2, for example. The packaging reflects the logo, echoing the cellphone that is characteristic of the brand.

and believe us, when you try it, you’ll definitely smile :) :D if you’d like more informa tion about how we make our ice cre am, please feel free to call our toll-free #: (555) 555-5555

or visit our many interne t homes: http://www.ihearticecream.c om facebook.com/ihearticecre am twitter.com/ihearticecrea m

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I also included information about the brand. The social network world has exploded, especially amongst the younger generations. Providing these links to not only call a phone number but to log onto various social networks, is a crucial element in marketing towards young adults.

i ♥ ic e cr eam Yet another reference to the iPhone layout, I included application buttons as an aesthetic detail.

good ol’ v an


designing a website: After creating my packaging, I began the process of designing a website. I wanted to keep the same design aesthetic going, using the iPhone elements and summery color palette, to keep it consistent with my brand.

This website, Gâ&#x20AC;&#x2122;Nosh, had the clean and organice feeling that I wanted to create with my own website. Although it was much more earthy than my techno-centric design scheme, the use of three-dimensional elements, grid-structure, and social network links were definitely something I wanted to incorporate into my website.

font choices:

Century Schoolbook I chose this font for the main typeface for the packaging. It is clean, simple and easy to read.

http://www.gnosh.co.uk

Helvetica

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Helvetica was used in the chat bubbles. It is a very close match, if not the actual font, in the iPhone bubbles and made the texts look authentic


Just like Gâ&#x20AC;&#x2122;Nosh had done, I decided to incorporate a large graphic element: an ice cream bowl. This image brought a level of color and excitement to the page layout. Text added on top of the image stood out brightly, but did not take away from the image itself. It gave the website a very contemporary and modern feel, perfect for my target audience.

I continued the same vintage, pastel color scheme from the packaging, not only to keep my brand consistent but also to maintain the contemporary feeling on the homepage.

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The bottom navigation bar listed site links to more official and formal aspects of the website, such as terms of service and privacy policy, and is readily accessible at the bottom of the page.


I chose a very simple, rounded rectangular shape to house my navigation bar. I like the clean and modern look of a simple navigation system; it is contemporary and accessible. I also provided links to both Twitter and Facebook, so users would be able to quickly access these two partner sites with just the click of a button.

This text message break-up concept was an integral part of creating the website. I needed information for the homepage that would intrigue readers to stay on this page. This is where I came up with the tagline: “the ice cream that’s good enough to text message break-up for”. I paired it with the chat bubbles and a conversation with just enough chatspeak to be both believeable and readable. Anyone who has sent a text message would understand the joke, and remember both the tagline and the brand.

I also created a mailing list feature. Users of the website would be able to enter their email to be added to a mailing list and would receive digital newsletters and coupons from the company. This adds for an additional level of interactivity, an element of marketing that is undeniably important for the younger generation.

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I then adapted the website to an accessible, smartphone-friendly page:

I kept the logo very large and readable. Mobile websites are on a much smaller screen than a normal webpage, so the text and images should be extremely simple and easy to read.

3G

4:08 PM

I kept the same chat bubbles that I used in both the website and the packaging. The long bubbles would be easy to click on a touch screen. I also kept the Facebook and Twitter logos from the website here as large clickable icons to the social networks.

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I AM MY SMART PHONE iPhone 16GB

Designed by Apple in Cupertino, Assembled in China.

Model No.:A1505 FCC ID: BCGA1505A IC ID: 598C-A1505A N122

PAUL HUDSON, INTERSPERIENCE RESEARCH

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the ad campaign With an iPhone, one can scan barcodes, known as QR codes, that link directly to a companyâ&#x20AC;&#x2122;s website. I created my own sticker- a simplified version of my company logo, printed on a bright green background.

FIND ME

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I then created a socially interactive campaign: a scavenger hunt. The campaign itself, advertised on the Boylston MBTA stop (below), was a digital scavenger hunt. These green stickers would be placed strategically around Boston in famous and iconic areas in the city. Using the mobile app on their iPhone (or smartphones), the stickers could be scanned, and collecting enough of the stickers would earn the adventurer a free ice cream cone.


This campaign caters perfectly to its target audience. The i ♥ ice cream brand is suited for technology-savvy, smartphone-wielding young adults. A campaign like this not only promotes the brand, but makes it a game, a fun and exciting way to get a brand name out there and talked about. It also promotes the city. While one seeks out the green stickers, they are exploring the beautiful city of Boston and all its streets have to offer.

JULIA WARD HOWE

“Boston is an oasis in the desert, a place where the larger proportion of people are ”

loving, rational, & happy

The campaign will take adventurers to historical landmarks like the Freedom Trail...

...to more contemporary playgrounds like the Prudential Center and the Museum of Science.

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The ice cream truck is an iconic aspect of not only summer and youth, but also is extremely popular in Boston. It would not only gather a great deal of attention from my target audience, but would sell the product and make money while promoting the brand. The text and style of the truck was designed using elements from the website and from the packaging. The design, color scheme, and images on the truck reflect my brand, as another interactive (and delicious) advertising campaign.

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The truck is also a vehicle from my scavenger campaign. On the truck, there is an advertisement explaining that, if you scan the stickers across the city, you can earn a free cone. Since the truck is always moving to different places, the campiagn reaches many people.


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I Heart Ice Cream: Creating A Brand  

Process book for Computer Application in Design @ New England School of Art & Design (Suffolk University). © 2012.