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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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 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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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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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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PATTERN CREATION
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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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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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GSG CREATION
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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
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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
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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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