Exploring a vast range of practical research, it is important to explore beyond typical branding forms to holistically inspire a range of broad and diverse brand strategies. This research heavily links to the contextual research which identifies a range of brands that sit within the same market place and retailers whose environments the product / brands needs to sit appropriately within.
Creating a brand from scratch requires an contextual understanding of the market to establish brand values, creative directions, and a sense of personality. Within this practical research I have analysed a range of lifestyle content including interior design from Freunde von Freunden and startup companies such as Prick London. Amongst this is appropriated identity research which analyses a range of branding for retailers and market leading studios in order to establish the style of design that most appropriately engages the target audience.
Freunde von Freunden is a international collective of designers that come from a diverse range of creative and cultural backgrounds. Within their vast portfolio they have curated a Berlin Apartment as an event space. This speaks to the taste of the target audience and inspires a contextual understanding of their lifestyle. Within the aesthetic there is alot of foliage, quality materials, exposed work such as pine and bespoke fittings. This attention to detail is evident within the quality of apartment and can be used as inspiration for set design/ creative directions to fully engage the audience.
London Start up PRICK, is London’s first cacti and succulent shop, the in store aesthetic is a contemporary white-walled sanctuary that houses a vast range of succulents and cacti, this is the optimal environment for the product and exists to engage the target audience. Inspiration can be taken from the branding and comically engaging tone of voice to appropriately engage a target consumer to identify with the brand.
Branding for maids house utilises a humanist sand serif typeface with rounded corners to make the identity feel softer and more engaging, developed into a abbreviated logomark that incorporates time icons adds a sense of playfulness to the identity and reinforces the creative ethos of the store.The identity works appropriately to engage the target audience and can inspire a range of initial ideas regarding the identity for my own brand.
Exploring further identity research relating to brands that occupy a similar target audience. The weekend club logo feels youthful and energetic, this contrasts the typical connotations of ceramics removing traditional iconography in place for a sophisticated and contemporary logomark to appropriately reflect the brand and its personality filled products.
Another Ceramic based brand 'Wingnut and Co' similarly utilises a humanist sans serif typeface that appropriately reflects the hand made nature of its products, their icon is successful in creating an abbreviated brand form, I am unsure about its legibility in isolation, however will work successful as a stamp within their ceramic forms to brand these appropriately.
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