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Dara Furlow, With Love From Brooklyn + Tricia Okin, Papercut In this unique class students will walk through the process of developing a brand identity for their artisan company as well as how to translate that identity into a series of visual brand assets. We'll cover topics like packaging, web design, social media, and pricing guidelines for hiring a designer.
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ARTISAN BRANDING
How to Create an Enduring Brand Identity
That Grows with Your Company
ABOUT US
Dara FurlowCIA-grad and passionate foodie, Dara created With Love, From Brooklyn to showcase the genius of local food artisans and artists. Dara graduated from Brown University with a degree in Art/Semiotics and enjoyed a 15-year career in as a marketing executive in the magazine publishing industry. She was a founding partner of McMillian + Furlow, a Brooklyn branding agency. http://www.withlovefrombrooklyn.com/
Follow Dara on Twitter@withlovefrombk
Tricia OkinTricia Okin is a designer based in Brooklyn since 2001. She founded papercut design studio in 2004. Along with a wily band of contributors, Tricia designs and builds web and mobile sites/applications for companies within the food, green and tech startup fields. Tricia earned a BFA in photography from University of Florida and an MFA from Parsons The New School for Design. http://papercutny.com/
Follow Tricia on Twitter @papercutny
ARTISAN BRANDING
Launching a ground-breaking new confection, sauce, or pickle? Branding is crucial to the success of artisan companies. A meaningful brand identity will help you:•Express your brand attributes visually•Develop trust and credibility•Stand out in an increasingly crowded marketplace•Forge a lasting connection with your desired audience•Appeal to potential investors
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Exercise 1: What is Artisan?
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What is Artisan?
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• Age, Urban or Sub-urban, Ethnicities?• Cares about the environment or just prefers convenience or an occasional treat? • Luxury product? • People interested in buying local? • Students on a budget? • Early career folks making around $45,000 with small precious disposable
income? • Couples making $80k - $125k who are used to paying more for quality?• Affluent / luxury – household income of $180k - $320k?
Who’s Your Target Audience?(Income &
Demographics)
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Exercise 2: Brand Comparison ( 5 – 10 min )
•How do these 2 products fulfill the promise of artisan-ness•What expectations/perceptions do you have based on branding•Who do you think the target audiences for each of these brands? •What do you expect to pay for them?
vs.
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Exploring Brand Attributes:What makes a brand distinct from existing brands in the marketplace?•mass market•specialty•artisan
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Brand Environment:•Where will your brand live? –Markets/Pop-Up Shops– Online (marketplace or e-commerce)– Local retailers– Trade shows– Regional/national retailers
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Exercise 3: Competition and Aspiration•Write down your competitors and aspirational brands•Do a Brand survey
ARTISAN BRANDINGHiring a designer: •How to find a designer– Students– Graphic Designers
• independent vs. small shop vs. branding agency
– Crowdspring/99 Designs
•What to ask a designer – Portfolio– References– Process
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Scope of Work: •Logo/Identity•Collateral•Packaging•Website•Social media
ARTISAN BRANDING• Logo/Brand Identity• Business papers - Word template for letterhead, invoices, etc.• Packaging consulting/design
BoxFillerStickerStampMailing LabelInsert card
• Website design• Facebook tab - Dynamic tab with slideshow, links, blog RSS etc. • Twitter background• Email newsletter • Premiums
Mug Canvas tote bagT-shirt
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Price RangeLogo/Identity $2500 - $3500Collateral $1500 - $4000Packaging $2000 - $8000Website (Brochure) $3000 - $5000E-Commerce Website $5000 - $8000•* These would be some the ranges for an individual designer vs. a student or a small studio•** The prices above are only for design, not for packaging or printing materials
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DIY It - $800 - $1800Logo - Wordmark & Colors Collateral - Business Cards & PostcardsPackaging - Home Printed LabelsBlog & Social Media - FB, Wordpress.com, TwitterE-Commerce Website - Etsy / Big Cartel / Shopify free templates onlyE-Mail – MailChimp (free plan is great), Emma
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Visual Elements of Branding•Logo/Identity Design•Wordmark vs. logo •Use of color•Creating and Choosing an icon
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Applying Branding to Collateral:•Business cards•Stationery•Address labels•Shopping bags•Banners/Signage•Line Sheets
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Brand Identity: Packaging•Developing packaging that strengthens your brand identity and underscores the quality and integrity of your product
ARTISAN BRANDINGLabels ≈ $250 - $1000 (printing only): –Printed–Letterpress
ARTISAN BRANDINGDIY ≈ $50 - $100 (printing only):•Handwriting•Stamps•Home printed labels
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Applying Your Brand Identity:•Website and Email – translating brand identity to an online context
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Applying Your Brand Identity:•Social Media – inhabiting your brand persona and bringing it to life via content-rich, platform appropriate posts on multiple channels•Understand which platforms will help you most: blogging, Twitter, FB, Tumblr, Pinterest, etc
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Case Study:•With Love, From Brooklyn
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ARTISAN BRANDINGRecommendations:Design:
• http://deryckvonnlee.com/Liddabit-Sweets - packaging/graphic design Liddabit
• http://work.joshshayne.com/ - designer Liddabit• http://babytorpedo.com/ - inexpensive graphic design recommended by
Brooklyn Cruiser• Chris Woehrle – [email protected] art director for 20 years,
commercial kitchen available to rent evenings and weekends for would be food-producers
E-commerce•Etsy•Shopify http://www.shopify.com/•Big Cartel http://bigcartel.com/
Packaging•Papermart•U-Line•https://www.frontierlabel.com/ - Liddabit
CONTACT US
Dara [email protected]
http://www.withlovefrombrooklyn.com/
Follow Dara on Twitter@withlovefrombk
Tricia [email protected]
http://papercutny.com/
Follow Tricia on Twitter @papercutny
We’ll put these slides up on Slide Share in the next 36 hours:
http://www.slideshare.net/papercutny
