Danielle Muntyan OUGD603 Extended Practice Brief # 18 Element

The Brief

Design the branding and identity for Element - Nail and Beauty Salon.

Brief Type

Live Brief

Client

Joumana SoufiOwner: Element Nail and Beauty Salon, Kuwait City.

Context & Target Audience

Element is a new Nail and Beauty Salon located in Kuwait City, which is owned and ran by Joumana Soufi, and expecting to open in May 2015.

Joumana has asked for a range of printed collateral for her new beauty salon keeping in line with the organic and natural aesthetic, interior colour scheme, salon name and atmosphere chosen.

The key target audience is women between the ages of 25-50 looking for relaxing nail and beauty treatments.

Considerations

There are several considerations to be overcome straightaway i.e. logo design, allowing for a brand identity to fall into place with colour scheme, illustration, format, typography choices and content.

Furthermore, keeping in mind the tone of voice which is going to be portrayed through the branding - relaxation, organic, natural, atmospheric, clean, elegant, simple, sophisticated.

Solution

A logo and printed collateral taking influence and inspiration from the interior decor of the salon, and the meaning of the word element itself.

Natural and organic elements of the branding are reflected through illustrative leaves representing this idea more literally.

Evaluation

I found this brief both positive and beneficial in regards to expanding my portfolio within the fashion and beauty sector, whilst allowing for constant feedback and communication with an International client, improving my professional and communicative skills in regards to design work, ideas and final executions. Even though it is not as daring as some of my other completed briefs, this shows a more stripped back approach to design showing further design versatility and understanding of adaptability.

1/5

Danielle Muntyan OUGD603 Extended Practice Brief # 18 Element Research: Aesthetic Influence

Existing Branding and Identities

Joumana sent me the above images at the start of the process in regards to her likes in terms of concept, colour, typography and format.

Each shows a very different aesthetic, whilst all remain quite simplistic in design and focused on one key feature or illustration for a visual association with the brand.

2/5

Danielle Muntyan OUGD603 Extended Practice Brief # 18 Element Development: Logo and Aesthetic

3/5

Logo Design

Several logos were designed and sent over to Joumana, whilst in the initial stages of the brief. Two were selected by my client (shown above) to work with in context to allow for a better understanding of which works best aesthetically and tonally. One would then be chosen to run across the remainder of the deliverables.

The logo designs have been inspired by the contemporary yet classic interior and aesthetic of the salon itself, whilst echoing an up-market, sophisticated and feminine environment.

Print/Pattern Design

When put into context, the Serif logo was chosen, due to having a little more formality and structure, whilst being the most visually pleasing.

Prints and patterns were also experimented with in natural, organic and feminine colour schemes, allowing for different elements to make up an illustration.

Further Development Print/Pattern Design

Following experimentation and further feedback, a colour scheme was decided on - lilac/green - depending on the route selected by my client. However, rather than shapes, something more organic was to be used, hence the leaves making up elements of a branch in a delicate and subtle manner.

The leaves also double up on the reverse of the card as a loyalty card - allowing for each to be crossed or stamped off.

This concept was decided on, however it was evident that the green leaves felt too far away from beauty salon, so this was toned down with a much more subtle, pastel shade of lilac allowing for a feminine edge and aesthetic to run throughout.

Danielle Muntyan OUGD603 Extended Practice Brief # 18 Element Outcome: Business Cards/Loyalty Cards

4/5

Deliverables

LogoAppointment CardLoyalty CardGift VoucherPrice List (to be delivered with no content)Instagram IconLetterheadEnvelope

Loyalty Cards

Designed in a similar manner for consistency, the loyalty cards feature a coloured strip on the front for the clients name to be written in, whilst on the back, 8 leaves are shown in the same way as on the business cards.

However, each leaf represents a treatment, and would be crossed or stamped off as and when appropriate by the staff. Once completed a free treatment is given.

Business Cards

The business cards simply portray the brand image and concept, whilst reflecting the necessary information required. Branching out into social media, an Instagram icon has also been added to such printed collateral, i.e. appointment card and loyalty card also.

Maintaining consistency throughout the branding the fresh colour scheme adapted from the interiors and the logo which has been designed are also ran across each element of the branding in the same manner.

Aesthetic

The overall aesthetic chosen for the branding is feminine, organic, natural, fresh and subtle, allowing for soft illustrations and lilac colour palettes to be used throughout.

Danielle Muntyan OUGD603 Extended Practice Brief # 18 Element

5/5

Outcome: Stationery

Price List

The price list taking on the same design and format as the letterhead (far right), has been set-up as an editable document for Joumana to fill in and edit herself, as she wanted full control over this. Therefore, a template form was delivered to her.

Gift Voucher

The gift vouchers are double sided with the address, contact details and opening hours of the salon on the reverse.

On the front features the consistent branding and colour scheme, whilst simply highlighting key areas of information to be filled in.