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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
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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
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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.
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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.
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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.