Brand Proposal BRAND ASSESSMENT
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ABOUT US
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ABOUT US
BRAND ASSESSMENT
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ABOUT US
TABLE OF
CONTENTS 4
08 ABOUT ANNIKA’S
42 BRAND MOCKUPS
Responsive mockup Tea containers Tea bag Tea cups Menu
09 BRAND ASSESSMENT History brand Current logo Competition Visual audit (store, print ,physical) Opportunity
56 AD CAMPAIGN & SOCIAL MEDIA Print ads Digital ads Social media
16 THE NEW BRAND
Logo sketches Brand guide (color swatches,brand fonts) Responsive logo sizes Instagram rules Brand imagery Stationary
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CONCLUSION Design proposal Before & after logo The designer Thank you
BRAND ASSESSMENT
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ABOUT US
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ABOUT US
01 BRAND ASSESEMENT
BRAND ASSESSMENT
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ABOUT ANNIKA’S
Content Page
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Annika’s was started in 2014 by Annika Dransfeld. The business started with the weekly herb trade at the downtown local market in Paderborn. The first sales were her own tea blends with homemade recipes from her own kitchen. Her passion was fueled by her love of herbs. Six years later Annika has expanded into a local business with brunch, dinner, and a excessive range of sweets. While also creating a online presence soley focused on tea blends and recipes. Over the past six years Annika has gained a following of loyal customers from all over Europe online and instore.
CURRENT LOGO
BRAND ASSESSMENT
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COMPETITION & VISUAL AUDIT
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PRINT & PACKAGING
BRAND ASSESSMENT 11
WEBSITE & SOCIAL MEDIA
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THE OPPORTUNITY ABOUT US
Despite Annika’s inconsistent logo and branding it still remains to be Content Page
quite successful locally as well as online. Annika’s quality products and customer service make up for its lack of a strong brand image seen throughout. I believe with a stronger brand image Annika’s could establish itself all over Europe. With a more modern friendly look brought cohesively over to all of its products Annika’s could see a increase from a local to global level. Overall a stronger set of brand guidelines and bigger presence on social media would greatly benefit Annika’s.
BRAND ASSESSMENT 13
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ABOUT US
03 THE NEW BRAND
BRAND ASSESSMENT 15
THE NEWUS BRAND ABOUT
My idea for Annika’s is a more friendly vibe that incorporates more Content Page
of the pastel colors with a choice of type that gives it an organic and friendly feel. I wanted to create a logo mark that was more related to the shop’s main business focus which are tea blends. My one hundred logo sketches explores a range of tea concepts focused on imagery that held a connection with tea. I was able to narrow it down to a series of tea leaves made into the silhouette of a simple flower shape. The main logo color is a dark blue that would blend well with the lighter pastel colors highlighting the logo on different mediums. The idea is to have a logo that changes ever so slightly in color for different occasions. This notion can easily be achieved by switching the outline of the tea leaves or changing the interior of the leaf to keep with the brand image. The lighter pastel colors combined with the blue color along with the more illustrative style of imagery creates a very warm feeling for the viewer.
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ABOUT US
locally sourced - organically grown
BRAND ASSESSMENT 17
LOGO SKETCHES
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THE NEW BRAND
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THE LOGO & USAGE
The logo mark and color usage should be used according to the brand colors. In most cases adhear to the orginal logo with changes made accordingly with design and medium. The Icon The leaf outlines can be chanaged according to the brand colors seen on the right. The Wordmark The wordmark may only be written in Calistoga regular and should only change colors with the logo leaf outlines. Th
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BLACK / WHITE/ GRAYSCALE
Each of these color variations should only be utlized when required. Annika’s should always try to utlize its primary colors in all forms of advertising.
THE NEW BRAND
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MINIUM SIZE & CLEAR SPACE
A
The minimum amount of clear space should be utilized when using the full logo or just the word mark. The width of the letter ‘A’ shoud be adheared to as seen here. Logo space requirments Width “A”
A
A A
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INCORRECT USAGE
Squashed The downscaling of the logo is in incorrect proportions.
Outline The logo should never be fully colored without the use of the logo outline.
Wordmark
Positioning
The wordmark should always match the color of the outline of the primary color on the logo.
The wordmark should never be placed above the logo. Only below or beside the logo.
BRAND ASSESSMENT 23
RESPONSIVE LOGO BREAKDOWN
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ABOUT US
BRAND ASSESSMENT 25
PRIMARY FONT
Unusal The primary font is Unusal bold or light used for headings in most cases.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789!@#$%^&*+= Font Styles
Bold/Light
AaBb 26
Roboto ABCDEFGHIJKLMNOPQRSTUVWXYZ
SECONDARY FONT
The secondary font is used for most body copy and headlines in some cases. The range of Roboto can be used.
abcdefghijklmnopqrstuvwxyz 123456789!@#$%^&*+= Font Styles
Light/Regular/Medium/Bold
AaBb THE NEW BRAND
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COLOR PALETTE PRIMARY
Less important but we still contribute
CMYK 2 15 16 0 RGB 245 217 203 Hex #f5d9cb
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CMYK 21 46 90 3 RGB 197 139 203 Hex #c58b3a
CMYK 4 5 11 0 RGB 241 235 223 Hex #c58b3a
CMYK RGB 6 Hex #4
K 79 59 42 22 65 88 107 4156b
The prime in primary colors
CMYK 60 40 55 13 RGB 106 122 110 Hex #6a7a6e
CMYK 16 5 10 0 RGB 211 224 223 Hex #d3e0df
CMYK 254 247 184 RGB 211 224 223 Hex #fef7b8 THE NEW BRAND
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INSTAGRAM BRAND RULES
Annika’s instagram is a core part of the brand visual image. This format must be followed to maintain a cohsive feel and look for our customers.
Photo
Quote or Saying
Photo
Photo & Type
Photo
Photo & Type
Colors Pastell blue, white, or pink Photos Relevant to brand image
Photo
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Quote or Saying
Photo
INSTAGRAM COLOR RULES
Annika’s Instagram is a core part of the brand visual image. The primary and secondary colors must be utilized in this manner to keep a cohesive look. Primary background colors pastel blue, white, or pink Primary accent colors blue, orange, or green
THE NEW BRAND
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EXAMPLE POSTS
PHOTO
Photo with accent colors of blue and orange. 32
QUOTE OR SAYING
Saying with neutral background and blue primary color
PHOTO
Photo featuring a split background with primary colors of blue and orange.
ANNIKA’S BRAND PROPOSAL . GRDS 400 . FALL 2020 . JUDAH SENCENBAUGH
PHOTO & TYPE
Split neutral background colors combined with photo and type.
PHOTO
Photo featuring cool background colors.
PHOTO & TYPE
Split neutral background colors combined with photo and type.
THE NEW BRAND
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BRAND IMAGERY
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THE NEW BRAND
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STATIONARY SET
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Business Card & Envelope
BRAND ASSESSMENT 37
COVER LETTER
Annika’s cover letter is the forfront of our brand. The brand colors and type were utalized to create a cohesive feel for our customers. Dimensions 297 x 220 Paper 100 grams of offset white
Dear Client, Lorem ipsum dolor s it a met, consectetuer adipiscing e lit, sed d iam nonummy n ibh euismod t incidunt u t laoreet dolore magna a liquam e rat volutpat. Ut w isi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse m olestie consequat, vel illum dolore eu f eugiat nulla f acilisis a t vero e ros et accumsan e t iusto odio dignissim qui b landit praesent luptatum z zril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor s it a met, cons ectetuer adipiscing e lit, sed d iam nonummy n ibh euismod t incidunt u t laoreet dolore magna a liquam e rat volutpat. Ut w isi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor s it a met, cons ectetuer adipiscing e lit, sed d iam nonummy n ibh euismod t incidunt u t laoreet dolore magna a liquam e rat volutpat. Ut w isi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud Ut wisi enim ad minim veniam, quis nostr
1 An der Alten Synagoge Paderborn, Germany 33100 •7 60.1 21.3515• A NNIKAS.COM
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BUSINESS CARD & ENVELOPE
Annika’s business cards and envelopes should compliment the cover letter with the brand type and illustrations. 1An der Alten Synagoge Paderborn, Germany 33100
Dimensions 85mm x 55mm Paper 100 grams of offset white
Annika Dransfeld Owner & Designer
760.121.3515 pauldamico@moes.com 1 An der Alten Synagoge Paderborn, Germany annikas.com
THE NEW BRAND
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04 BRAND MOCKUPS
BRAND ASSESSMENT 41
BRAND MOCKUP DESIGN
I wanted to create this feeling of happiness which you get when the sun comes out and connect that with the feeling of Annika’s as it is a very happy place filled with lovely smelling teas and aromas. For the website created a more organic, earthy feeling presence. Their current website is very functional but lacks vibrant feel much like the store front. I took out the purple tones and added more natural images with earth tones with a friendly style of type that is cohesive with the advertising brand image. The mockups and stationary make use of some fun patterns mixed with pastel colors to showcase the range of products. A good portion of Annika’s is based off a illustrative style while with real images.
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RESPONSIVE WEB MOCKUP
BRAND ASSESSMENT 43
DESKTOP / TABLET/ IPAD
home
menu
tea
about
contact us Õ Anni kas
Õ Anni kas
Õ Anni kas
Annika’s Tea Cafe Locally sourced organically grown
Annika’s Tea Cafe
Annika’s Tea Cafe
Locally sourced - organically grown
new menu
new menu + weekly+specials
weekly specials
Locally sourced - organically grown
new menu + weekly specials
Lorem dolorsitsit Loremipsum ipsum dolor amet,consectetuer consectetuer amet, adipiscing elit, elit, sed adipiscing sed diam nonummy nibh diam nonummy nibh euismod tincidunt ut euismod tincidunt laoreet dolore magnaut laoreet dolore magna
Order Online
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna
new menu + weekly specials
Online Tea shop shop our selection of teasLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy
Order Online
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna
Online Tea shop
sencha
shop our selection of teasLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam ipsum dolor sit amet, consectetuer adipiscing elit, sed diam
Order Online
chococolate rose
Online Tea shop
sencha
shop our selection of teasLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy
chococolate rose
mixed blossom
sencha
chococolate rose
mixed blossom
Shop Favorites
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belgian mint
mixed blossom
belgian mint belgian mint
Shop Favorites
Shop Favorites
BRAND ASSESSMENT 45
TEAABOUT CONTAINERS US
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ABOUT US
BRAND ASSESSMENT 47
ABOUT US
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CLOTH BAG
BRAND ASSESSMENT 49
MENU
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TEA CUPS
BRAND ASSESSMENT 51
ABOUT US
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ABOUT US
05 ADVERTISING & SOCIAL MEDIA
BRAND ASSESSMENT 53
PRINT CAMPAIGN
I wanted to base more of the advertising on illustration design with a mix of photography for some of the advertisements. The posters I created are a range of pastel colors with fun illustrations on each one. A Lot of the taglines relate to the sun which sometimes in Paderborn is a rare occurrence. I wanted to create this feeling of happiness which you get when the sun comes out and connect that with the feeling of Annika’s as it is a very happy place filled with lovely smelling teas and aromas. Annika’s digital advertising campaign incoporates real images with illustrations to keep the fun illustrative concept seamless throughout the advertising material. The primary colors are utlized in similar colors to keep with the brand image across all advertising materials.
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POSTER SERIES 1
BRAND ASSESSMENT 55
PRINT AD CAMPAIGN
treat yourself to a little sunshine
new
summ limited time Natural tea in premium quality without artiďŹ cial aromas. annikas.com
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w
Natural tea in premium quality without artificial aromas. annikas.com
mer has arrived e summer selctions of bubble tea
follow the sun the sunshine is here
Õ
Annik as Õ Annik TEA HOUSEas TEA HOUSE
Natural tea in premium quality without artificial aromas. annikas.com
ADVERTISING & SOCIAL MEDIA
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DIGITAL CAMPAIGN
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BRAND ASSESSMENT 59
DIGITAL AD CAMPAIGN
Ă• Annik as
Love and a l
make the wo
it all starts with a little tender lovin
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annikas.com
little sunshine
orld go around
taste the sunshine in every bite
annikas.com
annikas.com
ADVERTISING & SOCIAL MEDIA
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SOCIAL MEDIA DESIGN
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SOCIAL MEDIA LAYOUT
BRAND ASSESSMENT 63
SOCIAL MEDIA STORY
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ADVERTISING AND SOCIAL MEDIA
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ABOUT US
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ABOUT US
06 CONCLUSION
BRAND ASSESSMENT 67
BEFORE LOGO
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AFTER LOGO
BRAND ASSESSMENT 69
DESIGN PROPOSAL
Annika’s Tearoom is a quaint little cafe located within the bustling city of Paderborn, Germany. It overlooks a beautiful area of town by a small river and a nearby park. Seeing Annika’s from the outside you would hardly notice it as a business that held an online presence as well as a local one. The branding for the logo is nonexistent with the wordmark displayed in an outdated cursive font combined with an ordinary looking font. Neither of these fonts work well to compliment each other. The color of the logo and store colors further work to date the look and feel of Annika’s. The inside of Annika’s is a little more vibrant and lovely. Although the look still remains outdated, the inside is a step in a direction that is more cohesive showing more pink tones with pastel colors. Some other major drawbacks on first look are the menu and posters shown on the inside. Excessive purple soaked menus drown out any design aspects of tea and food images shown at the forefront. The look is very outdated and presents the food and branding in a less than pleasing manner. The vibrant customer service and well as the menu items cause the place nevertheless to be a landmark within the city of Paderborn. 70
Annika’s has a great opportunity for rebrand that could benefit its local and online business immensely. My idea for Annika’s is a more friendly vibe that incorporates more of the pastel colors with a choice of type that gives it an organic and friendly feel. I wanted to create a logo mark that is more related to the shop’s main business focus, tea blends. My one hundred logo sketches explored a range of tea concepts focused on imagery that held a connection with tea. I was able to narrow it down to a series of tea leaves made into the silhouette of a simple flower shape. I decided to go with a dark blue color for the main logo and chose lighter pastel colors to compliment the logo on different mediums. My idea with the leaf outlines was to have a logo that could change colors slightly for different occasions. By designing the logo this way this could be easily achieved by switching the outline of the tea leaves or changing the interior of the leaf to keep with the brand style. The lighter pastel and blue colors combined with the more illustrative style of imagery creates a very warm feeling for the viewer.
BRAND ASSESSMENT 71
DESIGN PROPSAL
Keeping with the brand, I wanted to base more of the advertising on illustration design with a mix of photography for some of the advertisements. The posters I created are a range of pastel colors with a fun series of illustrations. A major focus of the taglines relate to the sun which sometimes in Paderborn is a rare occurrence. I wanted to create this feeling of happiness which you get when the sun comes out and connect that with the feeling of Annika’s as it is a very happy place filled with lovely smelling aromas. For the website I created a more organic, earthy feeling presence. Their current website is very functional but lacks a vibrant feel that fully embodies their tea products. Much like their storefront it features a lot of purple tones that takes away from the product being featured. When updating the website I chose to neutralize all of the bright purple tones and replace those colors with more earthy tones. This new look with a pairing of friendly, yet strong type allows Annika’s to really stand out as a brand. The instagram was also based on the illustrative style utilizing a variety of pastel colors and darker primary colors that accent the brand image. I wanted to create this cohesive 72
ABOUT US
feel between real images and the illustrative imagery. I also wanted to do a trade off between the primary darker color tones and the lighter pastel tones. When looking at the instagram versus the website you can see the variety. Also between the instagram story and the instagram page you can see the tradeoff in colors and imagery focus. The mockups and stationary make use of fun patterns and imagery featuring the range of Annika’s new brand colors. The tea containers were a major focus of my patterns as I wanted to focus on the main product of Annika’s while also showcasing a series of patterns across a range of similar products. The stationary utilized simple patterns with a off white color on most of the stationary items in order to be practical. Overall the new brand image brings a fun spirited feel to Annika’s brand. “Happiness” really is a cup of tea and I wanted the new brand to embody this concept. With this new look and feel I really believe Annika’s can capture an even bigger segment instore and online.
BRAND ASSESSMENT 73
THE DESIGNER
JUDAH SENCENBAUGH GRAPHIC DESINGER Judah is a freelance graphic design based out of Atlanta, Georgia. She graduated with a BFA of Fine Arts in 2021 from Savannah School of Art and Design is currently completing her graduate degree in Motion Media at SCAD. When she is not debating design choices you can find her outdoors enjoying her other passions. A few include cycling, hiking, and traveling.
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THE END BRAND ASSESSMENT 75
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BRAND ASSESSMENT 77