PHASE 02:direction

To solidify the project’s direction, we then tighten selections and make narrowing decisions.



Phase 02 involved solidifying brand identity through concept direction, color palette refinement, logo finalization, and packaging dielines for print. 

See more below 


concept direction

You can’t build on a weak foundation, so we solidified design considerations and established feeling direction.

Purpose: To inform all future branding decisions

palette refinement

Goal: To set a rich tone and embody movement
We secured a color selection and a gradient map to do so.





logo finalization


Goal: avoid identity crisis


set standard for logo use; mono and dynamic



customization for added interest; displaying movement



esbalish proper logo break for exterior packaging use



logo mark:
 



dieline set for print

Stage: All eyes on product

At this point, our focus turned to outer packaging finaliztion, including dieline and registration, in order to build an initial packaging dummy.