CORPORATE IDENTITY

WEEK 1

On the first day, I noticed how I forgot about the most important thing: the name of the brand. I brainstormed with my family to find a name for the shop.

WEEK 2

The second day, I did some research about designing a corporate identity. For instance about colour, shapes, fonts
Interesting sources:
https://www.canva.com/learn/choose-right-colors-brand/

https://en.99designs.fr/blog/logo-branding/logo-usage-guidelines/

https://foundr.com/articles/marketing/how-to-choose-a-brand-name

We decided on a name: BOBAO

The word BOBAO contains both the word: BOBA, as well as, the word BAO. 'BOBA' is a short name for bubble tea and 'BAO' means 'bun' in cantonese.

In the beginning of the second week, I started working digitally and I put my sketchbook aside.
I tried to experiment with different shapes.
My goal was to design something that says BOBAO but still shows that the word can be divided in two (boba and bao).

SKETCHES:

NOTES:

Interesting discovery: Filling in some shapes, makes them stand out more.

One interesting thing I read about designing a brand identity was to check out the competition. Doing so, allows you to see what to avoid in terms of the design because the point is to stand out and be noticed by the public. For this reason, I chose to look into the names of the bubble tea shops, their colour palette and their logo design.

I also tried to experiment with different fonts and I played with the placement of the brand name.

I decided on the colour coral, because it worked well with the goal of the brand: a brand that is fun, experimental and inspiring. For the typography, I thought it would be the most interesting to design it by myself. It's made out of circles expect for the 'A', because I wanted it to be more readable.

Trying the designs out on a mockup:

FINAL PRODUCT

My name: Angela Tang Fernandes

My motivation:
- Designing logos and creating corporate identity is something I don't have experience with. I wanted to broaden my knowledge of what a corporate identity is and learn how to create one.
- The second motivation were the challenges I would run into. Like, the challenge to stay consistent while designing or the challenge to create something that matches the visions of the client.

Learning outcomes:
- I learned how a logo can look good by itself, however, if you place it on the product, it might not look the same. This led me to make changes and to adapt to the packaging.
- Secondly, I learned how important the product is. For instance, the tapioca pearls are always round. So designing something edgy didn't make sense to me, which is why I decided to focus on the roundness I could find in bubble tea and translate in into the logo design.

New design + colours for a different mockup of a transparent bottle:

MENU CARD DESIGN:

For the card design, I chose to incorporate important elements, which you could also find in the logo: the 'bao' icon, as well as the 'bubble tea' icon.

When I first tried to include the design on a can, the logo seemed lost on the can. It felt like a lot was missing. The next step I took, was to look for another mockup with limited space to include the design and I thought about the placement of the logo.

CONCLUSIONS:

- Having a clear colour palette (coral and white) helped a lot with staying consistent, as well as always using the same type of font.
- Using simple shapes and having a minimal design makes the design more interesting.
- The design says a lot about the shop: using thick lines communicates boldness, the colour communicates joy, playfulness and fun.