BRANDING & PACKAGING
After completing a diploma in Fashion Design I went straight into the Graphic Design program. I had no idea what aspect of graphic design I would love. After creating a few moodboards and logos in brand identity projects I knew one of my focuses would be brand identity.
Scroll down to see some of my favourite branding projects.
FRASER VALLEY SOIL CO.
Designed in collaboration with Eddi's Marketing Department: Britt Sandve and Raz Cuculea
In October 2020 we were tasked with rebranding our house soil brand. The project brief was open enough for us to be able to really have fun with it. We started with months of research then went through the process of presenting several concepts to the department heads to finalizing a design in August 2021.
RESEARCH AND IDEATION
We did our initial research as a team. This included many meetings, going on a nursery tour, mind-mapping, understanding our target customers, and coming up with many different possible names for the product. Although we were aware of the printing barriers we might face when pricing out final production we started the project pretending there were no limits to really push the creativity and find a good direction.
When it came to the first phase of ideation we split up to create 2 concepts each, presented them to eachother, refined them individually then presented them to the department heads. After researching design trends, creating moodboards and sketching I came up with two final designs. I chose to do two very different concepts; both are organic and modern but differ in design choices.
RESEARCH: WHITE BOARD FROM A MEETING AND IMAGES FROM OUR NURSERY TOUR
CONCEPT 1 - VALLEY EARTH
CONCEPT 1 RESEARCH AND VISUAL IDENTITY
For this concept I wanted to tap into my experience with surface design and illustrate a pattern with earthy yet fun elements. I started with a rough sketch to get my creativity flowing then laid it out in illustrator until I was happy with it. Because I chose the name Valley Earth from our list of possible names, I wanted the pattern to represent the Fraser Valley with the top resembling rain and bottom resembling a valley.
CONCEPT 1 FINAL MOCKUPS
CONCEPT 2 - THREE LEAVES SOIL CO.
CONCEPT 2 RESEARCH AND VISUAL IDENTITY
I started this concept inspired by the organic look of kraft paper and simple botanical illustrations. Originally I envisioned it as a minimal design with just a few delicate elements but decided to take it a bit further by using modern angled typography and a large botanical illustration on a kraft paper texture. I feel as though it brings a modern edge unique to the gardening industry while still appealing to a variety of customers.
CONCEPT 2 FINAL MOCKUPS
ALL CONCEPTS PRESENTED BY THE TEAM
After presenting and taking some time to decide on a direction and a printer it was decided that Britt would redesign the Valley Earth concept to fit our printing parameters and our name became Fraser Valley Soil Co. This was the perfect way to combine our skills as a team and I love the outcome.
FINAL LOGO AND PACKAGING
An avid baker is looking to open a bakery downtown Vancouver. The bakery will offer same-day home deliveries and uses local and organic ingredients. Includes name, logo, overall look and feel of the brand, store design, and packaging design.