Lucero Process Book

PROCESS BOOK

Daniela Aguero

ACKNOWLEDGEMENTS Thank you all to the Mason professors who have guided me and helped me reach this point. Especially Professor Quigley, the overseer of my senior project.

Thank you to my family and friends for all the continual support and love!

Thank you to Jonathan Alvarado for proofreading my project.

CONTENTS 1 About Me & Reflection 4 2 Research and Planning 6 3 Logo Creation 10 4 Pattern Creation 18 5 Branding & Marketing 20 6 UI and Web Design 24 7 GSG Creation 28 8 Lucero Packaging 32

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ABOUT ME & REFLECTION

Lucero Process Book

ABOUT ME My name is Daniela Aguero, and I am a designer, artist, and illustrator. Growing up, my dad was always my biggest inspiration when it came to art. I remember that I wanted to draw and paint just like him. It wasn’t until high school that I discovered graphic design and fell in love with it. Later in life, I found out that my dad had worked as a graphic designer too. I am incredibly honored to be following in his creative footsteps. From this point onward, my professional design career begins, and I couldn’t be happier.

REFLECTION My time as a student at Mason came with a lot of memories.

Looking back, I wouldn’t have been able to predict that my final semester would happen alongside the COVID-19 pandemic. Although growing up with technology hasn’t made the shift to online learning challenging, online learning is not the same as being physically present in a classroom, learning among people I’ve grown to love. Even so, I prevailed and put my all into this project.

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2

6

RESEARCH & PLANNING

Lucero Process Book

PROJECT CONCEPT MY PROJECT For my project, I created and designed Lucero. Lucero is a hygiene company that focuses on producing and selling artisanal soaps, among other bathroom products. Lucero’s design is inspired by the art and mythology of the Incas.

WHY SOAP? Sometime last summer, I grew a spontaneous love for soaps. I could probably spend over an hour just looking through all the soap products at any given store. I love seeing all the different designs and scents that people invent. When the time came, it felt only natural to create my own soap company for my senior project.

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PROJECT CONCEPT INCA INSPIRATION I drew inspiration from Inca art and mythology because I’ve always had an interest in native South American cultures, having been born in Chile.

LUCERO MEANING Lucero is a word of Spanish origin that can be translated to star, light, and luminous. The reason behind naming the company Lucero is that it fits well with a common motif found in Inca art—the sun. The word Lucero is especially important to me because it was what my mom originally wanted to name me. Both my mom and grandma share names that stem from the word Lucero.

INCORPORATING THE INCA To incorporate Inca mythology into my project, I thought about how I could dedicate different types of soap to Inca deities. After a bit of research, I found that Inti, Mama Killa, and Pachamama were some of the most important deities in Inca culture. I chose three different scents for them.

INTI As the Sun, I connected Inti’s scent to lively scents

such as citrus and mango, which are both fun and uplifting.

MAMA KILLA As the Moon, I connected Mama Killa’s scent to lavender since lavender is relaxing and can help people fall asleep.

PACHAMAMA As the Earth, I connected Pachamama’s scent to avocado for its heartiness and jasmine for its healing properties.

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Lucero Process Book

LUCERO OVERVIEW MISSION Lucero’s mission is to create artisanal soaps that will bring joy and happiness to those who use them.

TARGET AUDIENCE People above the age of 15 who are interested buying soaps and other hygiene products, such as candles or body oils.

COMPETITORS • Lush • Bend Soap Company • Napa Soap Company • Falls River Soap Company KEY MESSAGE Shine brighter with Lucero.

TONE Natural, sustainable, bright, colorful, exciting

VALUES • artisanal production • sustainability • ethical manufacturing • cruelty-free and eco-friendly practices

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3

10

LOGO CREATION

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BRANDMARK THUMBNAILS ALL THUMBNAILS

TOP 7

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DIGITAL DRAFTS

EXTRA NOTES 1, 6, and 7 are based off the ‘L’ and ‘U’ in Lucero. 2 and 3 are inspired by patterns found in Inca accessories, like headdresses.

4 and 5 are inspired by the sun.

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Lucero Process Book

MARK EVOLUTION

LOGOTYPE Lucero/LUCERO | Tamil Sangam MN Lucero/LUCERO | Seravek Lucero/LUCERO | PT Sans Narrow Lucero/LUCERO | Oriya Sangam MN Lucero/LUCERO | Lucida Grande Lucero/LUCERO | DIN Condensed

edges rounded

Lucero/LUCERO | Spartan Lucero/LUCERO | Comfortaa Lucero/LUCERO | Barlow Condensed Lucero/LUCERO | Abel Regular

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FINAL SIGNATURE

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COLOR OPTIONS

Pantone 7466 U

Pantone 7614 U

Pantone 7526 U

Pantone 180 U

Pantone Neutral Black U

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4

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PATTERN CREATION

Lucero Process Book

SKETCHES DRAWING FROM INSPIRATION I decided to create individual patterns for Inti, Mama Killa, and Pachamama. I created these patterns so that I could use them as design elements in their package design. I looked at my studies of Inca art as well as images of Inca textiles like the one below for inspiration while creating them.

Real Inca textile*

*Inca textile from: latinamericanstudies.org/inca-textiles.htm

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DIGITAL EVOLUTION INTI

INTI logo color incorporated pastel color shift

MAMA KILLA

MAMA KILLA logo color incorporated pastel color shift

PACHAMAMA

PACHAMAMA logo color incorporated pastel color shift

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FINAL

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5

20

BRANDING & MARKETING

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STATIONERY KEEPING IT SIMPLE For the corporate stationery, I decided to keep the design clean and simple so that prospective Lucero employees would have an easier time understanding the layout while still being able to print the letterhead on their own.

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EPHEMERA EYE-CATCHING Since ephemera is meant to be handed out to promote the brand, I designed the products to be colorful and eye-catching. I wanted the designs to spark joy and curiosity in those who come across the products.

Inti Mango Citrus-scented candle

Towel bundle

Box of matches

Multi-pupose bags

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Lucero Process Book

DIGITAL ADS SPREADING HAPPINESS When designing the web ads, I knew that finding the right image would be key. The chosen image is one that makes me happy just by looking at it. To keep everything in the ads visible, I only included a tagline, the website URL, the Lucero logo, and the chosen image.

Medium Rectangle (300x250 px)

Half Page (300x600 px)

Mobile Leaderboard (320x50 px)

Leaderboard (728x90 px)

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UI & WEB DESIGN

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BEGINNING STAGES THUMBNAILS

BLOCK FRAMES Desktop

Mobile

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WIREFRAMES LOW-FIDELITY During this stage of the process, I was able to add important features like text and focus more on adding important details to the layout.

Desktop

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Mobile

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FINAL INTERFACES HIGH-FIDELITY In the final design, I placed my selected images and added some extra details to the interfaces to make them feel real.

I incorporated vector illustrations, patterns, and icons to make the layout visually appealing.

Desktop

Mobile

View a clickable prototype for the mobile interface here: https://adobe.ly/3bkfLdS

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7

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GSG CREATION

Lucero Process Book

SKETCHES AND GRID LAYING DOWN THE FOUNDATION To create a strong layout for my GSG, I began with sketches to get my ideas flowing. I then created the grid that most of the pages would have to abide by.

8.5" • 12 column grid •3 rows (for a visualization of the rule of thirds) • 1" margins 11"

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FINAL GSG The following are a few spreads from the final graphic standards guide for Lucero. The final GSG is 44 pages, including the front and back covers. I made sure to stay consistent by using Lucero’s primary typography and colors thoughout the design.

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LUCERO PACKAGING

Lucero Process Book

SKETCHES

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PRINTED BOX DRAFTS

This is an initial idea I had for an Inti-themed sample. The idea was to have an enlarged pattern on the back so that multiple samples could be arranged like tiles.

All printed drafts side-by-side from oldest to newest.

The last box shows the final size that I went with.

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NO PALM OIL

CRUELTY FREE

INTI

All Natural Bar Soap

VEGAN & ORGANIC

lucero.com

MANGO CITRUS

EXFOLIATE | MOISTURIZE | DETOXIFY

MADE IN USA

Lucero Artisinal Soaps 67 Summer Lane Ashburn, VA 20147 1.789.423.5673

Lucero Process Book

MADE IN USA NET WT: 10oz / 283g

EXFOLIATE | MOISTURIZE | DETOXIFY

All Natural Bar Soap

INTI

MANGO CITRUS

NET WT: 10oz / 283g

INGREDIENTS Coconut Oil, Rice Bran Oil, Distilled Water, Sodium Hydroxide, Shea Butter, Blends of natural and essential oils and Fragrance Oils, Mango Extract, Castor Oil, Colorants, Calendula Petals

BOX EVOLUTION

from draft to final

0 781234 567897

35

NO PALM OIL

CRUELTY FREE

INTI

VEGAN & ORGANIC

A ll Natural Bar Soap

lucero.com

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MANGO CITRUS

EXFOLIATE | MOISTURIZE | DETOXIFY

MADE IN USA

Lucero Artisinal Soaps 67 Summer Lane Ashburn, VA 20147 1.789.423.5673 0 781234 567897

Lucero Process Book MADE IN USA

NET WT: 10oz / 283g

EXFOLIATE | MOISTURIZE | DETOXIFY

All Natural Bar Soap

MANGO CITRUS

NET WT: 10oz / 283g

INTI

INGREDIENTS Coconut Oil, Rice Bran Oil, Distilled Water, Sodium Hydroxide, Shea Butter, Blends of natural and essential oils and Fragrance Oils, Mango Extract, Castor Oil, Colorants, Calendula Petals

FINAL BOXES

MADE IN USA NET WT: 10oz / 283g

PACHAMAMA

AVOCADO JASMINE All N a tu r a l Ba r S o ap

VEGAN & ORGANIC

MOISTURIZE | CLEANSE | RESTORE MADE IN USA

lucero.com

NET WT: 10oz / 283g

Lucero Artisinal Soaps 67 Summer Lane Ashburn, VA 20147 1.789.423.5673

MOISTURIZE | INVIGORATE | CLEANSE

NET WT: 10oz / 283g

NET WT: 10oz / 283g

NO PALM OIL

CRUELTY FREE

All N a t u r a l Ba r S oa p

1 781234 567897

MADE IN USA

Lucero Artisinal Soaps 67 Summer Lane Ashburn, VA 20147 1.789.423.5673

MOISTURIZE | CLEANSE | RESTORE

lucero.com

MADE IN USA

MOISTURIZE | INVIGORATE | CLEANSE

All Natu r al Bar S oap

VEGAN & ORGANIC

AVOCADO JASMINE

Al l N a t u r a l B a r S oa p

MAMA KILLA

GOAT MILK LAVENDER

GOAT MILK LAVENDER

CRUELTY FREE

PACHAMAMA

MAMA KILLA

INGREDIENTS Pure Olive Oil, Fresh Goat Milk, Coconut Oil, Sodium Hydroxide, Blends of natural and essential oils and Fragrance Oils, Colorants, Lavender Petals

NO PALM OIL

2 781234 567897

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FINAL LABELS

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MAMA KILLA

GOAT MILK LAVENDER AROMATHERAPY TIP This foaming hand

MAMA KILLA

GOAT MILK LAVENDER Gentle Foaming Hand Soap

MOISTURIZE | INVIGORATE | CLEANSE

MADE IN USA

soap contains the essential oil lavender, which most commonly soothes anxiety, stress, and insomnia. Spend at least 20 seconds washing your hands to benefit from this relaxing scent.

INGREDIENTS Water, Organic Coconut Oil, Organic Sunflower Oil, Organic Castor Oil, Potassium Hydroxide, Citric Acid, Rosemary Extract, Blends of Natural and Essential Oils and Fragrance Oils, Goat Milk, Carrier Oil

Not tested on animals. Fragranced with natural essential oils and other natural fragrances. NATURAL AND ORGANIC.

lucero.com

8.75 FL OZ / 259 mL

PACHAMAMA

AVOCADO JASMINE AROMATHERAPY TIP This foaming hand

PACHAMAMA

AVOCADO JASMINE Gentle Foaming Hand Soap

MOISTURIZE | CLEANSE | RESTORE

MADE IN USA

soap contains the essential oil jasmine, which most commonly soothes depressive symptoms.

Spend at least 20 seconds washing your hands to benefit from this calming scent.

INGREDIENTS Water, Organic Coconut Oil, Organic Sunflower Oil, Organic Castor Oil, Potassium Hydroxide, Citric Acid, Rosemary Extract, Blends of Natural and Essential Oils and Fragrance Oils, Avocado Oil, Carrier Oil Not tested on animals. Fragranced with natural essential oils and other natural fragrances. Organic and vegan.

lucero.com

8.75 FL OZ / 259 mL

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