Brand-Plus
'Brand Plus' is a project following on from our previous project 'Brand Me'. It was a good opportunity to express our values and personality as individuals by communicating through branding; a great way to get to know others better! I have thoroughly enjoyed working on the previous project and have been looking foward to Brand Plus as we are working in teams. Through group work we are required to create a brand identity for a believable Brand Extension, predominantly from well known brands. Each individual has been assigned roles, after discussion our group has decided the following:
★Group five Roles:
Traffic/ Project Manager: Arleen Dewell
Account Executive: Rianne Fung
Researcher/ Planner: Thomas Davies
Copyrighter: Jehan Graida
Designer: Nicholas Nurse
Visualiser/Illustrator: Sandie Ly
★Role requirements & responsibilities:
☆Traffic/ Project Manager
-Responsible for the schedule document.
-Timetable and arrangement of all meetings.
-Information graphic skills.
-Marking.
-Time management
-Project completion.
★Account Executive:
-Brand expert; someone who understands all about the brand.
-Produce a brand document
-Interpreting informarion found about the brand and creating visuals.
-Knowledge of layout skills
★Researcher/ Planner:
-Consumer insight and expert
-Producing questionnaires; finding out information regarding brand
-Research document
-Information graphic skills
-Good strategist link to consumers
★Copyrighter:
-Confident use of English.
-Responsible for coming up with name.
-Goes through all presentations.
-Good language, use of words and tone of voice (addressing audience).
-Naming and branding dictionary,
-Copyright document.
-Informaton graphic skills.
★Designer:
-Logo design.
-Basic brand book.
-Colour palette, images, photography, typography.
-Design skills.
-Creating visual outcomes from ideas
★Visualiser/ Illustrator:
-In charge of the product appearance.
-Illustrations and ideas of the final product
-Packaging structure (eg. shape, closure)
-Mostly working together with the designer to finalise product appearance.
★Brainstorm & ideas
At the beginning of Brand Plus, our group got together and brainstormed ideas; possible brands we could create a brand extension from and discussion on both line and brand extensions & products. It was also helpful to pick out the key aspect/s from a brand/ product, an example of this may be 'hydration' and 'hygiene'. This enabled us to narrow down our ideas, yet simultaneously we found it difficult to settle down on a specific idea as there were too many and initially we were unsure of what kind of brand/area (food, cosmetics etc) to focus on.
Below you will find the brainstorm we did as a group, recreated in Illustrator
★Group five Roles:
Traffic/ Project Manager: Arleen Dewell
Account Executive: Rianne Fung
Researcher/ Planner: Thomas Davies
Copyrighter: Jehan Graida
Designer: Nicholas Nurse
Visualiser/Illustrator: Sandie Ly
★Role requirements & responsibilities:
☆Traffic/ Project Manager
-Responsible for the schedule document.
-Timetable and arrangement of all meetings.
-Information graphic skills.
-Marking.
-Time management
-Project completion.
★Account Executive:
-Brand expert; someone who understands all about the brand.
-Produce a brand document
-Interpreting informarion found about the brand and creating visuals.
-Knowledge of layout skills
★Researcher/ Planner:
-Consumer insight and expert
-Producing questionnaires; finding out information regarding brand
-Research document
-Information graphic skills
-Good strategist link to consumers
★Copyrighter:
-Confident use of English.
-Responsible for coming up with name.
-Goes through all presentations.
-Good language, use of words and tone of voice (addressing audience).
-Naming and branding dictionary,
-Copyright document.
-Informaton graphic skills.
★Designer:
-Logo design.
-Basic brand book.
-Colour palette, images, photography, typography.
-Design skills.
-Creating visual outcomes from ideas
★Visualiser/ Illustrator:
-In charge of the product appearance.
-Illustrations and ideas of the final product
-Packaging structure (eg. shape, closure)
-Mostly working together with the designer to finalise product appearance.
★Brainstorm & ideas
At the beginning of Brand Plus, our group got together and brainstormed ideas; possible brands we could create a brand extension from and discussion on both line and brand extensions & products. It was also helpful to pick out the key aspect/s from a brand/ product, an example of this may be 'hydration' and 'hygiene'. This enabled us to narrow down our ideas, yet simultaneously we found it difficult to settle down on a specific idea as there were too many and initially we were unsure of what kind of brand/area (food, cosmetics etc) to focus on.
Below you will find the brainstorm we did as a group, recreated in Illustrator
★Influences and inspirations collage
I discussed with Rianne (Account Executive) regarding the packaging of Evian products, the variations in the designs, shapes of bottles and the limited edition ones available from the years. It was interesting to see how different the designs were, especially the designer versions, my favourite by far is by Japanese designer Issey Miyake. It has a simple appearance yet incorporating a sense of sweetness which immediately caught my eye. This makes drinking water a whole new experience! As though it is something rather luxurious wouldn't you agree?
Below is the video showcasing the design process of the bottle which was beautiful, I loved how she got her inspirations from; a real sense of creativity!
★Water bottle inspiration
I have looked at a variety of water bottle designs, from Evian and outside, this will garner more ideas and help me visualise how the bottle will look like.
★Eyedrop bottles inspiration
I have done the same for eyedrop packaging, this is because I intend to use ainspiration from both aspects, Evian packaging and eyedrops and incorporate both into the design.
★Product visualisations
After researching Evian's range of products, I have created some visuals of how the eyedrops may potentially look like. Most of the packaging I have deliberately kept fairly simple in order to adhere to Evian's simple yet elegant design; some of which were inspired by already existing products from the brand. This is so consumers will be familiar with the appearance of the product.
After researching Evian's range of products, I have created some visuals of how the eyedrops may potentially look like. Most of the packaging I have deliberately kept fairly simple in order to adhere to Evian's simple yet elegant design; some of which were inspired by already existing products from the brand. This is so consumers will be familiar with the appearance of the product.
Idea 1
The first design for the packaging of Evian eyedrops I intentionally kept simple as it is how most people expect eyedrop bottles to look like. Our group has decided to stick to the idea of eyedrops instead of eye spray, therefore these designs would be all 'squeezy' type of bottles ensuring that it is easy to use.
Idea 2
I have altered the cap of the bottle as it creates a more aesthetically pleasing design as opposed to the traditional type of eyedrop caps. The design was inspired by a water droplet which fits well with the concept of 'hydration', the tip is a little rounded to prevent accidents.
Idea 3
This particular design was inspired by the limited edition of Evian: The 2007 Glacier edition, the elaborately embellished bottle caught my eye straight away and I thought it would be a good idea to create a similar bottle for the eyedrops so the consumer will feel a sense of nostalgia when seeing the design. It also looks interesting, reflecting the mountains present in Evian's logo.
Idea 4
Again, I went back to creating simplier designs, so it would be easy on the eye and most of Evian's packaging echoes this. Idea 4 was also inspired by a water droplet, but in this case a simple visualisation. The cap is pointed and the base flat, also reminiscent of a mountain, again referring to Evian's logo.
Idea 5
Similar to design 4, but the base is rounder.
Idea 6
This idea of this design is angular compared to the others, it has lost the appearance of 'roundness'. The reason was to be a reminder of a mountain (again).
Idea 7
Idea 7's packaging inspiration came from the popular eyedrop brand in Japan called 'Rohto'. I have researched this brand and the eyedrops are one of the best selling ones due to the soothing drops for eyes and the shape of the bottle really captured my attention. It is a rhombus shape with rounded edges and looks easy and comfortable to hold; the design looks quite simple yet has a rather fun feeling to it. Therefore I have used the inspiration for Evian eyedrops.
Idea 7 details
This is how Evian eyedroops idea 7 would look like when the cap is detached.
Idea 8
Inspired by the water brand 'Ogo'. The bottles are round and is reminiscent of the 1L bottles of water in the Evian range which I drink a lot of.
Idea 8: colour variations
If this design has potential to be the final design, it could be sold with different coloured caps, of course referring to the Evian colour palette.
Idea 8: colour variations
Idea 8, Blue cap.
Idea 9
A bottom heavy, rounded design.
Idea 10
The opposite of design 9; this is top heavy
Compilation of all packaging designs
★Survey results
Thom (Researcher) and I have created a questionnaire using the visualisations above, including questions such as 'which design do you think represents rejuvenation, refreshing and hydration most?' These are our brand values and we thought it would be helpful to get opinions from people and it would be interesting to analyse the results, shaping our final design. The results showed that on average, design number 4 was the most popular following on is 3 and lastly 2.
★Eyedrop design influences
After tutorials with Nickie and Miriam, I had taken their advice into consideration. When picking up for example, an Evian face spray, you would immediately feel the coldness of the product which is something I thought about while designing the final bottle. The brand name we had decided to go ahead with was 'Evian Lucidité' which means: lucidity, clear-sightedness
The brand name reminded me of crystals/mountains which the others agreed that it would be perfect to portray Evian Lucidité.
The brand name reminded me of crystals/mountains which the others agreed that it would be perfect to portray Evian Lucidité.
★Eyedrops bottle design
I have drawn out the design for the final bottle of our product. It was useful hearing feedback from the group members. They all liked the design which pleased me. I had initially coloured the bottle in grey (to show shadows, too much I realised) and they advised me that it would be better to make the bottle transparent which I also agreed would explain the clairity of the product, 'clear sightedness'.
★Adding texture?
I tried to add a texture to see how it would look, I was not satisfied with the result and was determined to get it right.
★Transparent
I drew another exactly the same design but ensuring it looked transparent, this design looked clean and promotes the 'hydration' and how 'natural, the eyedrops are which I liked.
Final design (?) with our logo
Here are the designs recreated using Photoshop and Illustrator. I wanted the final visualisation of Evian Lucidité to look professional and like a real product from the brand. I used the logo on the product in two different positions I liked and asked the opinions of the group. I decided to work together with Thom to create an additional survey concerning the preference of the logo positioning.
Design 1 of 2 without lid
Here is the final 1 of 2 design for Evian Lucidité, first without the lid designs.
Design 2 of 2 without lid
Design 2 of 2 without lid. Placement of the logo is a bit off, will edit this for the final.
★Designs with lid
Below you will find the designs for our brand extension, (with lid).
★Feedback & survey results
After a group meeting with our tutors, I was asked to consider how consumers would perceive the product in terms of its appearance. Despite it being an attractive visualisation I was told that initially the bottle seemed to portray the idea of putting sharp glass in the eye and rather than encouraging people to use it, there was the potential fear that they would do the opposite. I then looked closely at the overall design and came to a conclusion from a consumer's point of view that it did indeed remind me more of a perfume bottle due to its crystal design as opposed to thinking 'that is an eyedrop bottle'. The researcher and I decided to produce another survey asking the opinions of which bottle they preferred out of the crystal bottle and the tear drop bottle. 80% of people agreed that the simple tear drop design appealed to them more and immediately could tell it was eyedrops.
★Development & changes
I redrew the design, when I was satified with it I recreated the design on Photoshop. I asked for the group members' criticism and comments regarding the colour and overall appearance of the product. There was an issue with the logo, the first design the curve was coming from the mountains which out tutors did not like. The second design we noticed the mountains seemed out of place, positioning and size wise. There was also a concern about the three rings as I recalled our tutors advising to keep it simple therefore that had to be changed.
★Changes
The registered trademark symbol is usually placed after the 'Evian' instead of the brand name, we had a discussion with the designer to change the position of the mountains and remove the three rings and after he improved the logo I used it on the final product.
★Presenting Evian Lucidité
★My visuals
For my visuals I have created two adverts for Evian Lucidité, the first concept was to portray the refreshing and hydrating aspect of the eyedrops. Therefore I came up with the idea of a huge wave carressing the product so when the consumer looks at it, it will provide assurance that the eyedrops are both 'refreshing' and 'hydrayting. The slightly playful concept makes it fun to look at too.
For the second design I took into consideration more of the slogan 'See clarity', I came up with the idea of a blurred out of focus background. This time I wanted to incorporate snowy mountains which are present in most of Evian's adverts. The background I created a gradient and placed clouds, the mid-ground is constitued of mountains and the foreground raindrops. The whole idea is that the advert is blurry and then you notice the 'wipe away' section which contrasts with the blurred out side. Inside the 'wiped out' section is the eyedrops. This gives the message that Evian Lucidité is the product for you if you want clearer vision for tired eyes. .
For the second design I took into consideration more of the slogan 'See clarity', I came up with the idea of a blurred out of focus background. This time I wanted to incorporate snowy mountains which are present in most of Evian's adverts. The background I created a gradient and placed clouds, the mid-ground is constitued of mountains and the foreground raindrops. The whole idea is that the advert is blurry and then you notice the 'wipe away' section which contrasts with the blurred out side. Inside the 'wiped out' section is the eyedrops. This gives the message that Evian Lucidité is the product for you if you want clearer vision for tired eyes. .