Developing a range of initial ideas for the identity of the brand, I established this should feel clean and minimalist to complement the form of the physical product, which evaluated a typographic identity would be most appropriate as logo marks and icons can often appear cluttered / excessive.
Exploring two distinct routes within my idea generation process the first explores the use of type within the branding, route one experiments with a range of typefaces and custom kerning to create a minimal identity thats attention to detail within the typographic forms that is akin to the aesthetic of the product. This initial type investigation explores a range of aesthetic styles from bold sans serif fonts such as DRUK and circular to contemporary serifs including GT Sectra & Harriet Text that contextualise the connotations tradition yet engage the contemporary target audience.
Route 2 Experiments with type as image to create a typographic mark, Research into potters marks inspired this minimal direction to develop which aims to abbreviate the brand into a stamp like form that can become instantly identifiable of the product.
Engaging with peer feedback established route one was the most successful and should be developed further as feedback suggested the brand name should avoid being shortened / altered to ensure maximum consumer engagement. Identifying route 1 peer feedback further established GT Sectra (the top) typeface is the most appropriately engaging to be developed. It's unique serifs create a point of different within the instrustry which complements the products innovative use of materials, This provides an almost sculptured aesthetic that can be developed into an engaging identity.
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