BRAND CORPORATE IDENTITY

April 25, 2020

BRAND CORPORATE IDENTITY - PROJECT 3

14/04/2020 - /-/2020 (Week 4 - Week 6)

Neoh Kar Yan (0339338)

Brand Corporate Identity

Project 3 - Positioning

LECTURE NOTES

5/05/20 (Week 4)
Lecture 4 - Brand Positioning, Brand Personality & Moodboard

We learned about how to position and differentiate our brand from other competitors. We also learned what to include in a mood board.

12/05/20 (Week 5)
Lecture 5 - Creative Brief

INSTRUCTIONS

PROJECT 3

Week 1 (14/04/20)

To start off with this project, Ms. Low prepared us a spreadsheet on what we would be if we weren't designers. We were to come up with 3 careers and to describe our job scope, target audience, and also to come up with a name for the brand.

I chose to be a professional food taster, stationery seller, and a meal-prep delivery.

Week 2 (21/04/20)

For this week, we had to choose one best career out of the three careers we listed and write a rationale about the brand. I chose the professional food taster. From then, I narrowed down the specialization into focusing on only desserts.

(Chandler, 2018) The physical properties of a product drive consumer perception and desirability for the product, so establishing ideal physical properties can help in the decision-making process for product developers, marketers, and quality controllers.

According to Medalion labs (2018), physical food testing ensures that your products are consistent and appealing in variables such as color, viscosity, and texture, which plays a role in taste. It may seem difficult to measure these attributes for quality and consistency, but a good physical food testing lab will have the resources you need to get accurate results.

Week 4 (05/05/20)

Initial process of slides:

Week 5 (12/04/20)

Here are my final presentation slides:

FEEDBACK

Week 1
Specific feedback: The idea of opt.1 seems to have a higher potential to become an interesting brand, opt.2 is weak and rather common, opt.3 has a proven existing market, but the challenge is you have very good competitors in the market.

Week 3
Specific feedback: For my brand's service in an open space, I may want to look for facts or demands which can approach to this decision. Also, I have to think more realistically if there's no food tasting session, maybe the space an be a workshop or a kitchen. Again, It is best to provide articles/evidence or existing similar services available now. For my brand personality, the whimsical, cheeky characteristics can be adapted into my logo and having the five senses as the main approach.

Week 4
Specific feedback: For my brand rationale, it is good that I have rationalized each aspect of the name. For my mood board colours, I may want to introduce primary and secondary colours since my current colour palette is very similar to one another and my brand may look muted. After looking at my creative brief in detail, Ms. Low commented "The overall creative brief was well articulated, from the brand story and naming rationale are all good. Is ‘Big Message’ supposed to be ‘Brand Message’? Be aware that the tone & manner of Tangō, it has to be able to communicate with the target audiences and build trust. For they are looking for professional consultancy on improving their product, Tangō can be whimsical and cheerful, but not child-like. Therefore you need to reconsider the color palette and try to look for more images for mood boards, e.g. how do you imagine the place to be like, the open kitchen &, etc."

Week 5
Specific feedback: For your colour scheme, you can describe how the audience will perceive each colour. For each of the collateral moodboards, try to select what you want to achieve, crop it out, or indicate with a line beside. Try not to have different elements. try to get the photos as precise as possible for the references.

Week 6
Specific feedback: For my creative brief presentation, Ms. Low said that overall my idea is well articulated. However, she wonders if my big idea message can have another alternative as there might be room for a better line, but I may keep it if I want to. My mood boards are clear and is very clear to imagine how the brand will look like. For my typeface, it is advisable to have a complementary typeface than just one font family.

REFLECTION

EXPERIENCE

This project was quite fun and challenging at the same time as I get to imagine what my brand would look like. I get to plan my business and to position it so that it is different from my competitors. It was hard to look for the right photos for my applications as I had to get as precise as possible, also knowing my brand concept is slightly unique. It was really difficult to look for references, thus it took me a very long time.

OBSERVATION

I noticed that I was too critical with my choices of photos to illustrate my brand as it was really hard to find the ones that I like. I wanted it to look as close to my brand that it reflects the brand identity.

FINDINGS

The reason I was being so critical with my choices was because brand consistency is important. The choice of visual elements with my applications will form the brand identity and this identity will be associated with my brand. Hence, it has to reflect the brand. It also has to look visually pleasing and appropriate with the application used as it is the first impression consumer has towards the brand.

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