Branding for - Grown (Hypothetical brand)

DESIGN PROJECT Brand Identity Design for Grown (Hypothetical Brand)

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Krishna Satheesh K | M.Des Communication Design

STUDENT :

KRISHNA SATHEESH K

PHONE :

+91 807809 0259

PROGRAMME:

MASTER OF DESIGN (M.DES)

COURSE :

COMMUNICATION DESIGN-1ST YEAR

GUIDE:

NAGESH LAKHAN

PHONE :

+91 97125 88425

Brand Identity Design for GrownA hypothetical brand

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Krishna Satheesh K | M.Des Communication Design

SYNOPSIS The brief of the project was to design the brand identity for a hypothetical brand which will serve the society. As a result I developed a brand which serves the society through new technology of farming and help people to grow their own food at homes. Thus the brand has been formed as a solution to the rising possibility of famine after the epidemic of Covid-19.

The brand had to be strong and unconventional thus seperating it from it’s simple and conventional looking competitors.

In this project I looked at and analyzed the identities of other well known hydroponic brands in india like HydroBloom, Future Farms, and Ponic Greens.

Apart from this, I referred to books and observed many other logos which helped me to realize the importance of simplicity and playfulness in making the identity appealing and recallable.

After different ideations, along with the guidance of my guide Mr.Nagesh Lakhan, I finalized a logo which suited the brand character and friendly to the customers. I tried the identity on different materials it can be printed and designed collaterals and touchpoints where the brand interacts with the customers such as packaging, hydroponic systems, business card and mobile app.

I have designed the collaterals which projects the minimal components making the Identity an experience and easy to recollect.

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Krishna Satheesh K | M.Des Communication Design

ACKNOWLEDGEMENT Firstly I would like to thank Mr. Nagesh Lakhan for being my guide for this project and for his support during the tenure.Even if the whole communication were through online because of the Covid-19 lockdown, he was always there to clear my doubts at any time. I take this moment to appreciate Mr. Nagesh for his sincerity and dedication he put to guide me in every steps of this project.

Whenever i message him asking my doubts he has called me and explained in detail till he make sure i have understood which makes me feel blessed to be his student.

As well as I thank Miss. Aparna Gwande, Aditi Dutta and other faculties who supported me in completing this project.

I would like to thank my classmates for their friendship and support of this project, and all the friends at WUD. I thank my parents and sister who cared and encouraged me to complete this project in the stress of lockdown and other limited environment.

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Krishna Satheesh K | M.Des Communication Design

CONTENTS Design 6 Proposal > 7 Brand and branding > PHASE-1:RESEARCH Research 9 Brand Identity 11 PHASE2 -BRAND STRATEGY Brand Strategy 13 14 About the Brand Moodboard 16 PHASE 3-BRAND IDENTITY Naming 24 Tagline 28 Brandmark 30 Color Palette 43 Logo Color 46 Typography 47 Visual elements 49 Trial application 51

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PHASE- CREATING TOUCHPOINTS Touchpoints 57 > collateral 61 > business card 62 Packaging-Nutrition Liquid 64 PackagingSeeds 68 Vehicle 69 Mobile app 70 5

Krishna Satheesh K | M.Des Communication Design

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DESIGN PROPOSAL BACKGROUND In the aftermath of the corona virus epidemic forced lockdown the non availability of migrant labor is interrupting harvesting activities. There are disruptions in supply chains because of transportation problems and other issues. Thus the Covid -19 lockdown has brought a screaming shortage of food essentials across the country. Considering such a situation along with the future eating habits, population growth, climate change and failing soils I am myself developing firm of hydroponics farming at home which requires no soil, Enables for the reuse of water and Provides greater control of nutrients. Where the firm dedicates to sell seeds and equipments and build the farming set at homes, and collect surplus to sell it in cheap rate to the needy. Communication and maintenance along with the procedures will be through mobile application.

METHODOLOGY The project will be divided into the following phases:

OBJECTIVES To create a brand identity and communication touch points which are the assets for visual identity for the venture.

Phase 4: Creating Touchpoints Applying the developed visual identity for packaging , collaterals and other printed materials, and UI of the app and other touchpoints.

BRIEF To design and develop a brand identity for a hypothetical brand of hydroponic home farm venture to aid the future scarcity of food forced by the Covid-19 lockdown to make people to be self reliant to grow healthy and organic food at their own places without much efforts or time and without soil and less water thus preventing the nation from the possible malnutrition and famine. The surplus harvest are then collected from the venture and sold to the needed.

Phase 4 : Testing and feedback.

Taking surveys and collecting feedback on the design.This process was taken parellal in each steps.

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Phase 1 : Research To understand more about micro farming and hydroponics and their benefits and to see if it is feasible for Indian market after the epidemic. To study about the existing market and competitors. To figure out the intended target audience.

Phase 2: Clarifying Strategy.

Synthesizing learnings and developing brand and its positioning, strategies, personality and brief.

Phase 3:Designing Identity Visualizing the future and brainstorming ideas for brand identity and visual startegy.

Phase 5: Documentation Documenting images and preparing write ups through each steps of the project.

Krishna Satheesh K | M.Des Communication Design Contents

TIMELINE

BRAND AND BRANDING BRAND As competition creates infinite choices, companies lokk for ways to connect emotionally with customers, become irreplaceable, and create lifelong relationships. A strong brand stands out in a densely crowded marketplace. people fall in love with brands, trust them, and believe in their superiority.

Brands have three primary functions: •Navigation-Brand help consumers choose from a bewildering array of choices.

•Reassurance-Brands communicate the intrinsic quality of the product or service and reassure customers that they have made the right choice.

•Engagement-Brands use distinctive imagery, language, and associations to encourage customers to identify with the client.

BRANDING Branding is a disciplined process used to build awareness, attract new customers and extend customer loyalty. The word brand comes from the Old Norse brandr, meaning to burn,and from these origins made its way into Anglo-Saxon. It was by burning that early man stamped ownership on his livestock, and with the development of trade buyers would use brands as a means of distinguishing between the cattle of one farmer and another.

Branding today is so much more than just a look or a logo. It has come to signify the emotional “gut feeling” reaction a company can elicit from its customers.Your brand is the set of perceptions people have about your company. But branding is the set of actions you take to cultivate that brand.

Process 1. Condcucting Research

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2. Clarifying strategy

3. Clarifying Identity

Krishna Satheesh K | M.Des Communication Design Contents

4. Creating touchpoints

PHASE 1-

RESEARCH

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Krishna Satheesh K | M.Des Communication Design

RESEARCH What problems lead to the solution?

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• • •

Future need of food as an aftermath of Covid-19.

Climate change Scarcity of water, land and farmers.

Equal distribution of food.

Advantages of Hydroponics • • • • • • • • •

Feed oneself Grow food at home Easy to grow Need no soil, recycled water usage Pesticide free food Feasible for all Not much capital needed Organic Food Easily available.

Services of the company • • • • • •

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The venture sells the packed seeds, Nutrient Liquid Grow tables Setting up hydroponic Assistance in farming Collecting surplus and selling in cheep rate to the needed through mobile app.

Krishna Satheesh K | M.Des Communication Design

Hydroponics is a subset of hydroculture, which is a method of growing plants without soil, by instead using mineral nutrient solutions in a water solvent.

Terrestrial plants may be grown with only their roots exposed to the nutritious liquid, or the roots may be physically supported by an inert medium such as perlite, gravel, or other substrates. Despite inert media, roots can cause changes of the rhizosphere pH and root exudates can impact the rhizosphere biology.

Vegetables which can be grown throught the system of hydropoinics are lettuce, tomatoes, raddish, kale, cucumbers, pumpkin, spinaches, beans, and herbs such as basil, mints and fruits like strawberry, grapes,ect. Where hard rooted plants are tougher to grow.

Hydroponics offer many advantages, one of them being a decrease in water usage for agriculture. To grow 1 kilogram of tomatoes in intensive farming requires 400 liters of water, in hydroponics 70 liters of water, and only 20 liters of water for aeroponics. Because of the lack of water needed to grow produce, it would be possible in the future for harsh environments which don’t have much accessible water, to be able to grow their own food thus It requires 90 per cent less water than conventional soil-based farming. Since it is waterbased, it has macro and micronutrients directly fed to the plant, and the plants grow 50 per cent faster as well as have a better yield. lights to provide supplemental lighting to the plants.

The firm also have a subscription-based service to those who have no knowledge of hydroponics, where, against a monthly amount, they assign the user an agronomist who takes care of their plants and monitors it once a week. most hydroponic reservoirs are now built of plastic, but other materials have been used including concrete, glass, metal, vegetable solids, and wood. The containers should exclude light to prevent algae and fungal growth in the nutrient solution. Thus this venture is also serving plastic trays and grow tables. At the same time we are selling coco coir for the seed germination which is abundant naturally and is a best medium for a healthy seedling.

The floor should be level to ensure even coverage of water and nutrients to the plants in the system. If placing the system outdoors, protect the system from the elements, such as providing a wind barrier, and check the water levels more often due to water loss from evaporation. During cold temperatures, bring the hydroponic system indoors. If placing the system in an interior room of your house, add grow lights to provide supplemental lighting to the plants.

The firm also have a subscription-based service to those who have no knowledge of hydroponics, where, against a monthly amount, they assign the user an agronomist who takes care of their plants and monitors it once a week.

The venture collects the surplus food thus harvested and distribute to the needed.

ELEMENTS OF THE BRAND

“Brand is not what you say it is.

It’s what they say it is.”

Marty Neumeier

Intrinsically striking The visual distinctiveness of a brand may be a combination of any of the following: name, letters, numbers, a symbol, a signature, a shape, a slogan, a colour, a particular typeface. But the name is the most important element of the brand as its use in language provides a universal reference point. The name is also the one element of the brand that should never change.

This is not to say that brands achieve true visual distinctiveness through their names alone. Nike without its tick-like swoosh, Camel cigarettes without “Old Joe”, the supercilious dromedary, Michelin without exuberant Monsieur Bibendum, McDonald’s without its Golden Arches would be paler properties indeed. Brands like these – and many thousands of others – rely for their visual distinctiveness on the harmonious combination of these elements and the consistency with which this is maintained.

Creating an indelible impression According to Fortune magazine (in 1997):

In the twenty-first century, branding ultimately will be the only unique differentiator between companies. Brand equity is now a key asset.

Brands allow the consumer to shop with confidence, and they provide a route map through a bewildering variety of choices. The real power of successful brands is that they meet the expectations of those that buy them or, to put it another way, they represent a promise kept. As such they are a contract between a seller and a buyer:if the seller keeps to its side of the bargain, the buyer will be satisfied; if not, the buyer will in future look elsewhere.

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BRAND IDENTITY “Design differentiates and embodies the intagiblesemotion, context, and essence-that matter most to consumers.”

Moira Cullen

Brand identity is tangible and appeals to the senses. We can see it,touch it, hold it, hear it, watch it move.Brand identity fuels recognition, amplifies differentiation, and makes big ideas and meaningful accessible.

In other words, brand identity is the collection of all elements that is created to portray the right image to its consumer which is the customers’ perception of the brand consisting of various associations related to it and memories about interacting with it. These factors communicates about the brand to the customers.

Brand identity consists of various elements, including: • logo or wordmark • key brand colors and color palette • typefaces • typographic treatments • a consistent style for images and content • library of graphical elements The goal of brand identity design is to tell the company’s story in a way that creates loyalty, awareness, and excitement.

According to Ramon Ray, a successful entrepreneur, speaker, best selling author, and one of the top small business experts,”People immediately recognize a Starbucks logo or a BMW logo because those logos are consistently displayed and used by each Brand. Smaller businesses might think that they don’t need to be consistent with their identity, but they are mistaken. People recognize businesses based on their brand identity. Only small businesses that have a small mindset don’t worry about design and branding. Small business owners who think big, who think about growth, who think for scale – those owners understand that branding is important and invest in their brands.”

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PHASE 2-

BRAND STRATEGY

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BRAND STRATEGY “Positioning has the potential to create new openings in an oversaturated, continually changing marketplace.”

All of the learnings from the research and audits are distilled into a unifying idea and a positioning strategy. Agreement is solidified about target markets, competitive advantage, brand core values, brand attributes, and project goals.

More often than not, the definitions of the problems and challenges have evolved.

Lissa Reidel

BRAND POSITIONING A brand’s positioning is influenced by every encounter-not just with customers, but with employees, stakeholders, competitors, regulators, suppliers, legislators, journalists, and the public. Understanding customer needs, the completion, the brands advantage, changes in demographics, technology, and trends is crucial.

Today a brand’s positioning evolves continually, influenced by Facebook and Twitter trends, social and political shifts, and the constant micro-changes in the business climate internationally. The ability to diversify, change, and reposition is essential.

Our helping for making your own food is the only way to overcome the famine and we ensure food for all. is the positioning of the barnd.

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ABOUT THE BRAND VALUE PROPOSITION Helping people to make their own food at home in a clean environment using the latest technology of hydroponics. The sharing of food makes us override the famine which can be formed after the covid-19 epidemic.

CORE PURPOSE Helping people to grow their own food thus overcoming the famine which is possible after the covid-19 epidemic.

KEY STAKEHOLDERS 1. Customers.

2. Employees.

3. Share holders.

KEY SERVICES 1. Growing products.

2. Selling.

3. Purchasing.

4. App assistance.

OTHER ORGANISATIONS

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1. Hydrobloom.

2. Hydrilla.

3. Future Farm.

4. Simply Farm.

5. Citygreens.

BRAND PERSONALITY Brand personality is a set of human characteristics that are attributed to a brand name. A brand personality is something to which the consumer can relate; an effective brand increases its brand equity by having a consistent set of traits that a specific consumer segment enjoys. This personality is a qualitative value-add that a brand gains in addition to its functional benefits.

It is important for a company to accurately define its brand personality so it resonates with the correct consumer. This is because brand personality results in increased brand equity and defines the brand’s attitude in the marketplace. It is also the key factor of any successful marketing campaign. In order to choose a brand’s personality, companies consider the five personality types and select the one the company wishes to convey.

Healthy

Clean

Empathetic/ helping

BRAND PERSONALITY

Fresh

Social

Efficient

AUDIENCE SEGMENTS • Aware.

• Surviving.

• Bold.

• Helping.

• Social.

• Age group of 15-70.

• Tier 1 and tier 2.

Approachable Caring

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MOOD BOARD-VISUAL “Look is defined by color, scale, proportion, typography, and motion.Feel is experiential and emotional”.

Abbott Miller.

A moodboard is a succinct collection of visual assets that represents a brand’s visual identity. It can contain inspirational examples of photos, colours, typography, quotes, patterns, shapes and more that make up a cohesive direction for a brand that can be displayed and understood on one page. is to visualise my client’s visions. For a lot of entrepreneurs and small business owners, there can be a disconnect between the incredible vision they have in their head and what they have been able to outwardly present, especially if they’re not naturally visual people themselves. For most, the creative work between these dreamers and the designers they partner with will be the first time they see the idea they’re so passionate about turned into something tangible that visually represents their dreams, and the moodboard is the perfect first step in this process.

Since the mood board isn’t something that is usually directly used as a final deliverable like logos, colours or typefaces, it means that the client can experience the joy of seeing their vision visualised without getting distracted by the finer details or worrying about the final outcome.

If the moodboard is done well, it sets up the visual direction for the brand from the very beginning of the design process, ensuring that the following work is seamless and stays cohesive with the essence of the brand.

If the moodboard doesn’t represent what the client has discussed, it’s a pretty clear indication to them that the designer hasn’t listened, or has but doesn’t have the appropriate understanding of them and their business that is required to create an effective visual identity.

The moodboard is developed by picking up images that they associate with the personality key-words. From the collected images the most appropriate which was loud enough to communicate the personality were chosen and compiled to a moodboard.

An important thing while creating a moodboard is that it should be made loose so that the changes taking place along with the pace of the process will be easy to be reapplied in the current moodboards.

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I have chosen the images which shows • boldness.

• courage.

• bravery.

• optimism.

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I have chosen the images which shows • Cleanliness.

• Pollution free.

• Neat.

• Minimal.

• Pure.

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I have chosen the images which shows • Efficiency.

• Power.

• Ability.

• Practical.

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I have chosen the images which shows • Empathetic.

• Helping.

• Polite.

• kind.

• Approachable.

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I have chosen the images which shows • Fresh.

• Pure.

• Organic.

• chemical free.

• Refreshing.

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I have chosen the images which shows • Healthy.

• Pure.

• Organic.

• Strong.

• Refreshing.

• lively.

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PHASE 3-

BRAND IDENTITY

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NAMING “The right name has the potential to become selfpropelling publicity campaign, motivating word of mouth, reputation, recommendations, and press coverage”.

Lissa Reidel

A name is transmitted day in and day out, in conversations, emails, voicemails, websites, on the product, on business cards and in presentations. The wrong name for a company, product or a service can hinder marketing efforts through miscommunication or because people cannot pronounce it or remember it.

The wrong name can subject a company to unnecessary legal risks or alienate a market segment. Naming requires a creative, disciplined, strategic approach.

“Tell the story behind your new name and it will be a memorable part of who you are”-Howard Fish (Brand strategist).

These were the advice I got from the book ‘Designing Brand Identity’ by Alina Wheeler. Without any other description or explanation we should know the company through its name. we know what they are, what they represent, and where they fit (or don’t fit) in our life. The brand name is the container of meaning. We may know the brand symbols or its mascot, but we reference and talk about its name.

QUALITIES OF AN EFFECTIVE NAME:

Meaningful:- It communicates something about the essence about the brand.It supports the image that the company wants to convey.

Distinctive:- It is unique, as well as easy to remember, pronounce, and spell. It is differentiated from the competition. It is easy to share on social networks.

Future-oriented:- It positions the company for growth, change and success. It has sustainability and preserves possibilities.it has long legs.

Modular:- it enables a company to build brand extensions with ease.

Protectable:-it can be owned and trademarked. A domain is available.

Positive: It has positive connotations in the markets served. It has no strong negative connotations.

Negative: it lends itself well to graphic presentation in a logo, in text, and in brand architecture.

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Points I considered for Naming:

TYPES OF NAMES:

• Target group is tier-1 and tier-2 people.

• Name should communicate farming • Technology used • It should sound scientific • It’s a solution for famine predicted after Covid-19.

• Legal availability • Avoid Rhyming names with existing ones.

Founder:- many companies are named after founders: Ford, McDonalds, Christian Louboutin, Ben & Jerry’s, Tory Burch. It might be easier to protect. It satisfies an ego. The downside is that it is inextricably tied to a real human being.

Descriptive:-the names convey the nature of the business. Good examples are E*TRADE, Evernote, ancestry.com, and Citibank. The benefit of a descriptive name is that it clearly communicates the intent of the company. The potential disadvantage is that as a company grows and diversifies, the name may become limiting.

Fabricated:- A made up name, pinterest, Kodak, or Activa, is distinctive and might be easier to copyright.

However, a company must invest a significant amount of capital into educting its market as to the nature of the business, service or product. Haagen-Dazs is a fabricated foreign name that has been extremely effective in the consumer market.

Metaphor:- Things, places, people, animals, processes, mythological names, or foreign words are used to allude to a quality of a company, good examples are Nike, Patagonia, Monocle, Quartz, Tesla, Kanga, Amazon.com, Hubble, and Hulu.

Acronym:-These names are difficult to remember and difficult to copyright. IBM and GE became well known only after the companies established themselves with the full spelling of their names. Acronyms are difficult to lean and require a substantial investment in advertising.

Good examples are USAA, AARP, DKNY, and MoMA.

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Magic spell:-Some names alter a word’s spelling in order to create a distinctive, protectable name, like Flickr, Tumblr, Netflix, and Google.

Combinations of the above: Some of the best names combine name types. Some good examples are Airbnb, Under Armour, Trader Joe’s, Shinola Detroit, and Santa Classics. Customers and investors like names that they can understand.

FOUR PRIMARY CATEGORIES OF BRAND NAMES. • Descriptive Name: Indicates what the company, product, or service is or does.

• Acronyms: An abbreviation of a descriptive name.

• Invented Names: A made-up word.

• Experiential Names: Build upon what the feeling or experience the brand delivers.

“Naming is 20% creative and 80% political�.

Danny Altman.

The above chart developed my brand name. The inner most circle was the theme of the brand. The outer circle was the descriptive names and words. The outer most circle got the mixture of many descriptive as well as fabricated or experiential names.

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I chose the best 9 out of the ideation and found many as existing and most as similar to other farming companies. The one I chose as final was “GROWN-19” which is a Magic spell name which is easier to copyright. I have altered the spelling of ‘Grow’ to ‘Gro’ which still pronounce ‘grow’. And together with ‘own’ which denotes the self growing system, the name itself can be simply pronounced ‘G-r-o-w-n”. I have added ‘19’ in the end it connect it to the covid-19 epidemic. But then omitted the “19” at the end since covis-19 gives a negative impact among people . Thus the finalized name as “GROWN”.

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TAGLINE “Brand mantras are poetry.

And they are powerful tools, not just for building brands, but for building”.

Chris Grams.

A tagline is a short phrase that captures a company’s brand essence, personality, and positioning, and distinguishes that the company from its competitors. Deceptively simple, Taglines are not arbitrary. They grow out of an intensive strategic and creative process.

Taglines have become shorthand for what a brand stands for and delivers.

Originally used in advertising as the centerpiece of a global marketing campaign, taglines historically have had much shorter life span than logos. The best taglines have a long lif, and transcend marketplace and lifestyle changes.

They are meaningful and memorable, and require frequent and consistent use .Taglines like Nike’s “Just do it” have become part of the popular culture.

ESSENTIAL CHARACTERISTICS: • • • • • •

It should be short Differentiated from its competitors Captures the brand essence and positioning Easy to say and remember No negative connotation Evokes an emotional response

I have tried different slogans under different styles of taglines such as: • • • • •

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Imperative-Commands action and usually starts with a verb.

Descriptive-Describes the service, product or brand promise.

Superlative-Positions the company as best in class Provocative-Thought-provoking; frequently a question Specific-Reveals the business category.

From my ideations I came up with “Grow own and Thrive on!� which is an imperative tagline which communicates the brand well as a farming practice by own and surviving or thriving through the hunger after the epidemic.

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BRANDMARKS “Make every mark count”.

Dennis Kuronen.

A logo or brandmark is a symbol made up of text and images that identifies a business. A good logo shows what a company does and what the brand values.

Logo design is all about creating the perfect visual brand mark for a company.

Although there are no hard and fast rules t determine the best type of visual identifier for a particular type of company, the designer’s process is to examine a range of solutions based on both aspirational and functional criteria. The designers should determine a design approach that best serves the needs of the client and create a rationale for each distinct approach.

Designed with an almost infinite variety of shapes and personalities, brandmarks can be assigned to a number of general categories.From literal through symbolic, from word-driven to image-driven, the world of brandmarks expands each day.

The boundaries among these categories are pliant, and many marks may combine elements of more than one category.Although there are no hard and fast rules to determine the best typeof visual identifier for a particular type of company, the designer’s process is to examine a range of solutions based on both aspirational and functional criteria.The designer should determine a design approach that best serves the needs of the client and create a rationale for each distinct approach.

TOPOLOGY OF MARKS •Wordmarks- A freestanding acronym, company name, or product name that has been designed to convey a brand attribute or positioning.

•Letterforms- A unique design using one or more letterforms that act as a mnemonic device for a company name.

•Pictorial marks-A n immediately recognizable literal image that has been simplified and stylized.

•Abstract/Symbolic marks-A symbol that conveys a big idea, and often embodies strategic ambiguity.

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•Emblems- A mark in which the company name is inextricably connected to a pictorial element or form.

Initial Ideations: After the research and analysis and the brief is drafted, the creative process is started. Design is an iterative process that seeks to integrate meaning with form.

Reducing a complex idea to its visual essence requires skill, focus, patience, and unending discipline.

The designers may have to go through hundreds of ideation before finalizing the logo which is going to be interpreted by different kinds of audience.

I did ideate both wordsmarks and lettermarks.where the following pages are the wordmarks.

primary stage of idea development.

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Logotype: A logotype is a word in a determined font, which may be standard, modified, or entirely redrawn. If it is freestanding, it is called a wordmark. When a logotype is juxtaposed with a symbol in a formal relationship, it is called a signature. The best signatures have specific isolation zones to protect their presence. A company may have numerous signatures: horizontal, vertical, with and without tagline. The best logotypes are a result of thoughtful typographic exploration.

Legibility at various scales and in a range of media is imperative. Each typographic decision is driven by visual and performance considerations, as well as what the typography itself communicates.

Ideation for logotypes.

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Ideation for logotypes.

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Digital Ideation for logotypes.

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Initial Ideations: After sketching the ideas i have selected some of the best and tried it digitally.

Digital Ideation for logotypes.

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Symbol Design: Reducing a complex idea to visual essence requires skill, focus, patience, and unending discipline. Designers examine hundreds of ideas before focusing on one choice. Even after a final idea emerges, testing its viability begins yet another round of exploration.

Initial Ideation sketches for symbols.

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Initial Ideation sketches for symbols.

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Refined Ideation sketches for symbols.

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Refined Ideation sketches for symbols.

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Design Concepts: 1. leaf in hand -the concept based on sharing food and the water ripples show the element of hydroponics.

2. the logo says the concept of growing food on roof top. where the parallel strokes shows the roots in water.

3. The leaf parted as a pie chart giving the message of sharing a part of your food to the needed.

From this i got the idea of using the letter “G� in the logo.

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4. The simple logo shows a plant growing from the hand which can also be depicted as the growing in water which is the concept of hydroponics.

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Digital Ideation for symbols..

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Testing: I tested the selected logo ideations with my friends and family making sure that they fall under the desired target group.

Most of the feedback were that their perseption of the logo was something related to earth and organic. Considering the feedback and test results i finalised one and refined it more.

GROWN

GROWN Chosen

Digital Ideation selected for testing.

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Refining: I chose the rounded logo in the right images considering the feedbacks after testing. I have made the wordmark and stroke edges as rounded to show it’s playfulness and friendliness.

I have omitted the cut leaf part and have reduced the number of strokes to show the veins.made it simpler and easy to recall.

GROWN

GROWN

Chosen

Refining the logo.

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COLOR PALETTE “Color creates emotion, triggers memory, and gives sensation.”

Gael Towey.

The initial color palette was derived from the moodboard this helped further to finalise the tone of the brand.Color is used to evoke emotion and express Personality.it stimulates brand association and accelerates differentiation. as consumers we recognise Coco-cola with its red colour.

In the sequence of visual perception, the brain reads colour after it registers a shape and before it reads the content. Choosing colours require a core understanding of colour theory, a clear vision of how the rand needs to be perceived and differentiated, and an ability to master coherence and meaning over a board range of media.

While some colours are used to unify an identity, other colours may be used functionally to clarify brand architecture, through differentiating products or business lines. Families of colour are developed to support a broad range of communications needs.

I developed the primary colour palette by chosing the images from the moodboards and pixelating them. I picked up the most suitable colors which were communicating the brand personality.

COLOR BRAND IDENTITY BASIS • Use color to facilitate recognition and build brand equity.

• Colors have different connotations in different cultures • Colour is affercted by different reproduction methods.

• The designer is the ultimate arbiter for setting colour consistenc across platforms.

• Ensuring consistency across applications is frequently a challenge.

• Sixty percent of the decision to buy a product is based on color.

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PRIMARY COLOUR PALETTE

#29552A r41 g85 b42 c81 m41 y98

k40

#0C1D3C

r12 g29 b60

c98 m87 y44 k54

The above picture is the pixelated images chosen from the moodboard

#FFF200

r255 g242 b0

c0 m0 y100 k0

#2A8541 r42 g133 b65 c83 m24 y100

#65BC47

k9

#193B4C

r25 g59 b76

c91 m67 y49 k41

#F1B51C

r241 g181 b28

c4 m30 y100 k0

#A9CF39

r142 g198 b72

r169 g207 b59

#254A7A r34 g72 b124 c94 m75 y27 k12

#1363A7 r19 g99 b167 c92 m64 y5 k0

r25 g151 b212

c64 m0 y99 k0

#EE4D24

r238 g77 b36

c0 m85 y100 k0

Primary color palette with their corresponding color codes.

44 Krishna Satheesh K | M.Des Communication Design

#8EC648

r101 g188 b71

c49 m0 y94 k0

#DA2827

r218 g40 b39

c8 m97 y100 k0

c38 m0 y99 k0

#1997D4

c76 m26 y0 k0

#401D26

r64 g29 b38

c52 m80 y60 k65

Brand Color Palette: From the primary color palette i have choosed the primary, secondary, and territiary colors for the brand. Where the primary colors will be mainly used for the logo and the secondary colors will be used for the design elements or illustrations whereas the teritiary color can be used for texts or any other elements.

Primary colors

#29552A r41 g85 b42 c81 m41 y98

k40

#A9CF39 r169 g207 b59 c38 m0 y99 k0

#000000 r0 g0 b0 c100 m100

Secondary Colors

#FFF200 r255 g242 b0 c0 m0 y100 k0

#FBAD18 r251 g173 b24 c4 m36 y100 k0

Secondary color palette with their corresponding color codes.

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Teritiary Colors

y100 k100

LOGO IN COLOUR

The final logo colored according to the developed color palette.

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TYPOGRAPHY “Great typography heightens and enriches our knowledge of things, and redefines the way we read.”

Eddie Opara.

Typography is a core building block of an effective identity program. Many brands are immediately recognisable in great part due to their distinctive and consistent typographic style. Typography must support positioning strategy and information hierarchy.

Hundreds of thousands of fonts have been created by typographers, designers and type foundries over the centuries, and new typefaces are being created each day.

Some identity firms routinely design a proprietary font for a client. Choosing the right font requires a basic knowledge of the breadth of options and a core understanding of how effective typography functions. Issues of functionality differ dramatically on a form, a pharmaceutical package, a magazine ad and a website. The typeface needs to be flexible and easy to use and it must provide a wide range of expression. Clarity and legibility are the drivers.

TYPEFACE IMPERATIVE • Conveys feeling and reflects positioning.

• Covers the range of application needed.

• Works in a range of sizes.

• Works in black and white and in color.

• Differs from the competition’s.

• Compatible with the signature.

• Legible both online and off.

• Has Personality.

• Sustainable.

• Reflects culture.

47 Krishna Satheesh K | M.Des Communication Design

Typeface Used:

Considering the modern and friendly character of the brand i tried round and sanserif fonts.I tried to get the font similar to the round character of the lettermark.

Thus tried with Century Gothic bold, Bauhaus93, and Segoe UI Emoji Regular.

Century Gothic has been finalised for the logo which has been edited manually rounding the edges to make it more friendly. In other collaterals Century gothic has been used without editing, considering the consistancy. The label text is Myriad Pro which is chosen for the easiness to read.

GROWN

GROWN

The above image shows the ideations of typefaces

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GROWN

VISUAL ELEMENTS “You should be able to cover up the logo and still identify the company because the look and feel is so distinctive..�

Micheal Bierut.

The visual elements have been derived from the finalized logo. It defines the look and feel that makes s system proprietary and immediately recognizable.

It also expresses a point of view. This support system of color, imagery, typography, and composition is what makes an entire program cohesive and differentiated.

In the bets programs, designers create an overall look that resonates in the mind of the customer and rises above the clutter of a visual environment. All elements of a visual language should be intentionally designed to advance the brand strategy, each doing its part and working together as a whole to unify and distinguish.

I took the simple and louder elements from the logo and placed them in different angles keeping the color and shape the same.It is to be taken care if the elements does communicate the same as in the logo. For instance, when i diagonally placed the veins of the leaf, it failed to communicate as a leaf.Thus i placed it staight and used circles,which is the basic shape in the overall brand identity as the visual elements.

49 Krishna Satheesh K | M.Des Communication Design

The above image shows the ideations on the visual elements and the chosen visual element is enlarged.

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TRIAL APPLICATIONS “The possibilities are endless” David Bowie.

It is important to choose a group of real applications to test the viability of concepts to work within a system. No mark should ever be shown on a blank piece of paper. Decision makers need to see the identity the way that a customer would see it. They need to see how it will take them into the future.

Designers need to conduct rigorous testing before any concepts are shown and to demonstrate flexibility and durability.

A typical list for a small engagement might include a business card, a home page, an advertisement, a brochure cover, a letter head or something fun like a baseball cap. On larger projects, the designer needs to demonstrate the effectiveness of brand extensions and ability of the identity to work across business lines and markets served.

TESTING THE CONCEPT •Choose the most visible applications •Choose the most challenging applications.

•Examine the flexibility of the identity.

•Examine how to express coherence.

•Does the signature work?

•Is it differentiated enough from the competition?

•Is it scalable?

•Is it legible at a smaller scale?

I have trialed the signature in plastic surface of packages, business cards, cloth, envelope, letterhead, and brochure cover.

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The above image shows the testing of the signature on plastic surface.

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The above image shows the testing of the signature on letter head.

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The above image shows the testing of the signature on envelope.

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The above image shows the testing of the signature on tshirt.

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PHASE 4-

CREATING TOUCHPOINTS

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TOUCHPOINTS “Design is intelligence made visible.�

Lou Danziger.

The priority now in this phase is to refine and finalize the elemnets of the identity and the organisation of the final list of applications that need to be designed and produced.Core applications are prioritized, and content is either provided or develop.

A brand identity program emcompasses a unique visual language that wll expess itself scross all the applications.Regardless of the medium, the applications need to work in harmony.The challenge is to design the right balane between flexibility of expression and consistency in communication.

Vehicles

Business card Social Media

Bill board

BRAND TOUCHPOINTS

E-mails

Employees

Product packaging Website

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Mobile app Advertisements

Product-Hydroponic pipes.

The hydroponic pipes used for water passage is a touchpoint where only the logo is pasted in between the holes of the pipe so that customers would get a better view every time they come in contact wit the system.

The above image is of the hydroponic pipe, a product of the brand.

58 Krishna Satheesh K | M.Des Communication Design

Product-Hydroponic Tray.

These trays are the set where the water is pumped as well as stored for the plant growth.I have placed the logo on the centre of the tray so that when placed on the floor the logo will get a better view.And have used the same brand colours.

The above image is of the hydroponic Tray, a product of the brand.

59 Krishna Satheesh K | M.Des Communication Design

Carry Bags.

The brand is giving its products in an eco friendly w cut carry bags which is in white color so as to keep the consistancy.And like the other collaterals, i have placed the logo in the centre so as to give it more attention.

The above image is of the eco-friendly w cut carry bags.

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COLLATERAL “Brand is more than a logo or a tagline; it is a strategic endeavor”

The best collateral communicates the right information at the right time with a customer or prospect. A unified system will increase brand recognition. By making information accessible, a company demonstrates its understanding of customer’s needs and preferences.

Michelle Bonterre.

COLLATERAL SYSTEM BASICS • Information should be easy for customers to understand and should help them make buying decisions.

• The best collateral is well written and presents appropriate amounts of information.

• System should include a consistent call to action, URL, and contact information.

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Stationary-Business Card I have designed business card following the prior designed visual elements and colors.

Ayana Mohan Farm Consultant

Ayana Mohan

ayana.grown@gmail.com ayanamohan@gmail.com

ayana.grown@gmail.com ayanamohan@gmail.com

Phone: +91 8547123567 +91 8675298211

Phone: +91 8547123567 +91 8675298211

Farm Consultant

Grow Own and Thrive On!

Grow Own and Thrive On!

www.grownhydroponics.com

www.grownhydroponics.com

Download App

Download App GROWN HYDROPONIC FARMING Near Sifa Mall, palarivattam, Kochin PIN: 680 101

GROWN HYDROPONIC FARMING Near Sifa Mall, palarivattam, Kochin PIN: 680 101

Ayana Mohan

Ayana Mohan

Farm Consultant

Farm Consultant

Download App

ayana.grown@gmail.com ayanamohan@gmail.com

ayana.grown@gmail.com ayanamohan@gmail.com

PHONE: +91 8547123567 +91 8675298211

Phone: +91 8547123567 +91 8675298211

GROWN HYDROPONIC FARMING Near Sifa Mall, palarivattam, Kochin PIN: 680 101

Grow Own and Thrive On!

Grow Own and Thrive On! Download App

GROWN HYDROPONIC FARMING Near Sifa Mall, palarivattam, Kochin PIN: 680 101

www.grownhydroponics.com

The above image is the ideations for business card.

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HYDROPONIC FARMING

www.grownhydroponics.com

The finalised design for business card.

63 Krishna Satheesh K | M.Des Communication Design

Product-Hydroponic liquid Nutrition.

The concept behind GROWN HYDROPONIC NUTRIENT is that since different kinds of plants have significantly different nutrient needs, and these needs change during each plant’s growth cycle it is better to give them specific nutrients they need.

They are in two different bottles named after their need such as “grow” and “bloom” for growing and flowering respectively.

The bottle has been designed in a circle shape and the handle has succeeded to make the lable in the shape of the logo.

The illustrations used on the labels follows the brand characteristics such as circles and visual elements and have followed the color palette.

A colour coding has been given for the lids of the bottle to differentiate the two packages according to their functions.

The above image is the front label of the hydroponic Liquid Nutrition, a product of the brand.

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The above image is the back label of the hydroponic Liquid Nutrition, a product of the brand.

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The above image is the front label of the hydroponic Liquid Nutrition “bloom�, a product of the brand.

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The above image is the back label of the hydroponic Liquid Nutrition “bloom”, a product of the brand.

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Product-Vegetable Seeds.

The packaging design for the vegetable seeds are also designed following the color palettes and visual elements.

The typography used for the label is same as the font used for the logo.

The illustrations on the packaging is also in the same visual language of the brand that is in rounded with minimal shapes and colors.

The packaging pouch has given round ends to keep the consistency in the packaging.

The above image is the packaging design for the vegetable seeds.

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Visual Identity on Vehicle The vehicle of the brand is given the same design with the same visual elements and color palettes.The logo is placed carefully so that it wont be misfigured or cut.

The above image is the design on the vehicle.

69 Krishna Satheesh K | M.Des Communication Design

Mobile Application The mobile app of the brand has been designed with the same colors and visual elments.

The typeface used is Nexa which is similar to the character of the brand i.e, rounded and contemporary as well as a readable font to be used in mobile apps.

The functions of the app is: • Customers can sell the surplus vegetables throught the app.

• Customers can purchase the vegetables or fruits they want through the app.

• The app provides assistance in the farming.

• The app has got video tutorials so as to make farming easy.

The above image is the ideations for app splash screen.

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Sell Name

Buy

Phone E-mail Password

Growing Tomatoes

Sign In Growing Pumpkins

Sign in with Facebook Sign in with Google

Growing Cabbage

Growing Brinjals Price

Flash screen

Sign In page

Search

Help

Home page

71 Krishna Satheesh K | M.Des Communication Design Contents

Add account

Purchace sccreen

CONCLUSION The project understanding and learnings As a graphic designing student, this design project was really helpful for me to learn more and in a professional way. At first I was a little tensed thinking I won’t be able to make it under the circumstances of the lockdown and short time limit. But as soon as I started to immerse myself into the project, I got interested in every step from researching to documentation. As far as I am concerned, branding is such a vast area where we can learn many things including print production, package designing, product designing, UI/UX etc. within a single project. Thus branding itself covered almost all the courses in my first year of post- graduation.

The brief given for us was to choose a topic which I wish to gain skill in, or in which I am good at or it can be an experiment. It was suggested to take a topic which serves the society and as part of that we were given some areas in which I could choose one and develop a concept for the project. They were, Pandemic, Hygiene, Food and beverage, Artificial intelligence, Internet of things and transportation.

Then I thought of choosing the pandemic and finding a solution for the difficulties it causes. Thus I developed the concept of a hypothetical brand which helps people to farm their own food in a simple and healthy way. They can also sell and purchase through the mobile application.

After getting my design proposal approved I started with the process in four phases such as research, brand strategy, designing identity and creating touchpoints.

Working on this project involved lot of secondary study as well since it was the first time I was doing such a project. The books I referred to such as Designing Brand Identity, Logo: The reference guide to symbols and logotypes, Brand and Branding etc. helped me to learn more about brands and branding. Additional to the books the discussions with my guide and friends helped me a lot to avoid confusions in between.

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THANK YOU

73 Krishna Satheesh K | M.Des Communication Design