Brief 9: Ceramic Branding - Evaluation

The response to the brief exceeds it's initial expectations to create a contextually resolved design strategy that appropriately engages its target audience, defines a clear and successful aesthetic direction / tone of voice, and is commercially apt to its target retail environment. The identity succeeds in creating a dynamic brand that references an variety of inspiration, appropriately named MARMOR connotes a tastefully scandi influence that allows the product to sit appropriately within its established marketplace. The development of a holistic design treatment highlights the products USP to position it innovative to its target audience. 

The products branding succeeds in developing a contemporary identity that is reflective of the brands tone of voice, which is inspired by a minimal scandi design proces. The type is stacked to split the syllables making it more approachable for an english speaking target audience, which successfully reinforces the brands continental tone of voice.  Developing an appropriate packaging strategy for the brand is successful in reinforcing the brands Scandinavian inspired tone of voice through an appropriately engaged modular aesthetic. This utilises the width of the label effectively to implement a range of content while not overcomplicating the overall aesthetic direction. The use of abstract pattern is developed to articulate how each product is unique which is reflected within the ripples, furthermore this is akin to the swirls running through the pots exterior achieved through the marbled finish of the pigmenting process. Developed over a series of 3 colour ways  demonstrates the concepts versitiily and succeeds in creating unified design aesthetic that translates seamlessly across a series, retaining a sense of simplicity within the brands creative direction. Finally extended collateral ensures the brief is contextually aware of its target audience providing digital engagement and understanding its retail environment, creating a small range of promotional materials that will aid the brand in standing out in store. Further contextualising the proposal I self directed a photoshoot at Mauds House which demonstrates the proposals success in developing a design led strategy that fits into this target retail environment. 

Engaging with a range of external feedback from experts within the field, highlights an extremely positive reaction to the resolution. This feedback includes praise from Maud’s House, Colours May Vary, and The Foundation Coffee House whose praise speaks volumes to the success of the project demonstrating its commercial ability within a real world environment.  This reflects how the direction successfully engages the target audience, furthermore, having received several offers to stock the product demonstrates the success of the branding strategy in appealing to its target retail environment.