Major Project
Major Project
Week 1-14
Chan Meiling// 0337771// BDCM
INSTRUCTIONS
MIB
For our FYP, we are allowed to choose a topic of interests for our project. We are advised to choose something that is related our specialisation and something we are passionate about.
Initially, I wanted to create a cookie and tea brand. The brand's target audience is mostly higher income female that are interested in high tea, cookies and gifting.
FYP Proposal 1 by Chan MeilingI knew I wanted to do branding and have been planing and researching for weeks before our semester started. However, my proposal did not get approved because sir said if it's branding, there's no benchmark for him to evaluate. He advised me to find an existing brand to do a rebrand instead.
FYP Propsosal by Chan Meiling
I reached out to a bunch of brands to ask whether I could offer a rebrand for them; there were 4 brands who got back to me. After speaking to 3 brand owners that I have interest working with, I decided to go for Chonks.kl because they are very clear on what they want, their vision etc. Besides, I've also wanted to do a cookie brand initially so, I thought I should just go for this.
Rebranding Proposal by Chan Meiling
I first came out with a list of questions for the brand to understand them better; how they are currently doing/ operating and what's their goal for their brand and expectations.
Questionnaire Responses
After receiving their response, I moved on to create a brand strategy for Chonks.
Brand Strategy by Chan Meiling
Then I moved on to start choosing the logo typeface for the brand. Since the brand owner requested a 'chonkier' logotype, I try to find some fonts that have a heavier weight to give off the vibe.
After choosing a few logotypes, I then started to play with some visuals to see define the art direction following the moodboard in proposal.
Since the brand owner wants something leaning towards the "classy, vintage, New York" style, I looked up some logo layout that brings out the vibe while working on the mascot design.
I decided to explore more and came up with logo with different styles to let the brand owner choose which brand direction does he prefer.
I came out with a total of 3 different art directions, while remaining the brand colour (blue and cream/yellow), while adding some other colours to the brand as extended colours.
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| Option 1 |
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| Option 2 |
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| Option 3 |
Since they've chosen option 2, I had to refine the mascot design again make it look more cohesive with the bitten element on the top right. The owner also requested to remove the sunglasses, since he wears specs, I remained the pose and change it into spectacles instead.
For the visual elements, I initially started wanted to include wavy lines as part of the pattern but thought it looks like another cookie brand in Malaysia.
During this phase, I tested out different colour combinations that goes well with the primary colours, I also tested out different patterns, visual elements and forms etc.
After setting the direction, I created a brief guideline to start designing. I did not finalise the guideline because I'd like to explore and see if the elements work well during brand application
Then, I moved on to create collaterals and design materials needed by the brand.
I requested the owner to send me pictures of each of the cookies so that I can include in other applications later on. I used photoshop to refine and remove the backgrounds for all flavours. Here are some of the cookie pictures he sent me:
I then moved on using those cookie pictures on other materials like banner design and menu design.
I did a mock up for the booth design, so that they can visualise better how they can be using the designed materials.
FYP Proposal Presentation by Chan Meiling
To include more human touch to the brand, I added visuals with human with the cookies. I photoshopped some images to match the brand direction and include Chonks' cookies into those images.
After editing the images for the brand, I then moved on to create posts for the social media based on the key messaging pillar we have defined earlier on, which emphasise on homemade, big and chonky soft cookies, Chonky fam community.
I continued working on the printed materials like name card and thank you card for the brand.
For the thank you card initially I was struggling with coming up with content for it other than just saying thank you. I came up with an idea to include instructions on how to keep and heat the cookies on their ig highlights because it is more practical to see the infos this way instead of needing to go on IG to read it.
First attempt:
Second attempt:
Third attempt:
I also created an IG menu post for them to pin on their feed, to let the customers see what flavours they have.
Second attempt:
Moving on next, I did mock ups for the materials I've designed.
I felt like it was pretty dull and plain without images, so I continued polishing and creating some mock ups for the design materials.
For our A1 foam board I just arranged it in an organised manner to display
Chonks Brand Guidelines by Chan Meiling
After the printed material arrived, I roughly took a few pictures to send the brand owner and update him about the printing and how it looks.
I gathered all the printed material and display on my booth for the design showcase!
Here are some of the feedback I got from the client:
Also, I gave Farah's sister a cookie during the showcase even though it was on display because she really wanted it; she texted the brand owner and this was their conversation!
FINAL COMPILATION
Chonks Brand Guidelines by Chan Meiling
FEEDBACK
Proposal:
Week 1
Sir said that my project cannot be evaluated if I start a brand on my own, suggested me to rebrand if I insist of doing a branding project.
Week 2 & 3
Sir advised me that I need to have a clearer vision of what I can offer for the brands
Week 4
Sir reminded me what I need to take note of when coming up with questionnaire; I need to have a clear understanding of the brand's current state, essence and their vision and goals.
Week 5
Sir reminded me to come up with a brand strategy for the brand, to include all the user journey map, persona etc.
Week 6
My proposal is approved and he also asked me to define the brand archetype before I start designing.
Project:
Week 8
On this week, I came up with 3 brand directions and sent to the client to see if he is satisfied with the direction. He told me he like option 2's logo but option's 3 font. He also asked to remove the sunglasses for the mascot
Week 9
I showed him some of the brand materials such as booth display, stickers and packaging and he said he like the design language.
Week 10
I showed the client the menu design and he is quite happy with how it turned out. He also gave some feedback for the name card, requesting to put the mascot beside the tagline "get your chonks on".
Week 13
I showed him the banner design and asked him to pick one out of the five.
Week 14
I decided to add in a label design for the crispy cookies and there were not much changes; just need to add some infos in on the label; overall, he is quite happy with how it turned out and said I capture what he requested!
REFLECTION
Experience:
Throughout the process, it was quite a pleasant experience working with my client. I chose to work with them because they had a clear vision of what they want and it's easier for me to work with, which makes things go smoothly. They have been really communicative and supportive, which I'm thankful for.
To be honest, doing a rebrand was not what I wanted. I felt like it didn't really represent me much as a designer because I was designing something catering to clients' needs and preference, but I do know that this is how it's like working in real life and it's a good learning opportunity dealing with real world example. However, I still think that it's a pity to not being able to do what I envisioned to create a brand of my own especially knowing that I might not have much opportunity to do a "passion thing" rather than clients' work anymore.
Observation:
I observe that it's always good to provide more than one "polished" logo with different art styles for the brand to pick from. Although it might be more tedious, I think it helps to understand the client's preference more, which sets the art direction faster and can move on for applications.
Findings:
I realised that it is so important to ask questions that really understand the client's needs, expectations, preference etc. As long as those things are set, it becomes much more easier to navigate through the brand's art direction and coming up content and what the client wants.
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