The design process is a fluid and subjective cycle.
The spot a project starts in is almost never where it ends up and the journey is sometimes as important as the destination.
The Process begins with a design brief; a series of questions related to the company as a whole, and discovering the reason the product/brand exists.
This also includes:
• Thinking about selling points
• Marketing Strategies
• Revenue/lead generation
• Client customization - acierating skill sets and involvement
• Future growth opportunities
A CASE STUDY
MOONFLOWER MACARONS
PROBLEM: THE GROWTH SPURT
When Moonflower was first established, it was a single-person operated vendor who made cookies out of her home. The first design for the logo was quite successful and very well received. Hand rendered in a series of watercolors representing the individuality of the client’s product, as the client grew, it presented a new set of challenges and therefore had to be discarded. The original logo was only applicable on certain platforms and would be expensive to recreate in various other applications such as shirts, and windows.
The originally designed logo was carried through as far as a brand identity and was used for over 3 years before the update and transition to the current brand presentation.
THE SOLUTION: MODERNISM MEETS CLASSICAL VICTORIANISM
The new logo married the two worlds of old and new into a clean, yet elegant mark. Additional design elements of flourishes and “mack stack” patterns give a well-rounded design identity which creates a very beautiful brand identity. The overall brand invokes much more of a high-end and luxury brand than the old one, leaving behind the “Cutesy” look for a much more sophisticated presentation. Gold filigree adds an extra layer of luxury to the branding.
The brand in action
As Moonflower grew, so too did the need for more and more applications of the brand identity.
The project went full spectrum from the logo to printed ads, social media postings, website design, sidewalk signs, store windows, event materials, banners, menus and continues to expand.
