Rachae1Creative

I have decided to alter the ‘coffee bean’ icon on my cup slightly, similar to this, as the current design (featured in my last few posts) is more like a rugby ball.

I have found this course to challenged my thinking around identity design and branding as a whole. It has removed some of my presumptions around designing for a brand a given me an understanding of the aspects involved within the design process.

Having done a paper on poster design and InDesign, this course has added another string to my bow and passion to work on. I have been pleasantly surprised on the differences and technicalities involved in identity design adverse to poster and layout design, (which is an area I was more familiar with and confident in).

This course has opened my eyes to many aspects of design and creativity, along with strategies to improve and advance the process. Many of the topics covered in this course I have found helpful in my development as a photographer, and my own ‘brand’ or name. I have also found many of the insights covered are applicable to my Studio project.

The approach shown within this course and design strategies have made me consider art, design and many other areas in new was, and in a new light.

“ Don’t even pick up a pen until you are satisfied that you fully understand your client, their vision and the business they are in. Ask questions, meet up, workshop ideas with them if you can. It will get your relationship off to a healthy start and it will save a lot of revisions and ‘do-overs’ further down the line. Don’t underestimate how critical this early fact-finding stage is to a successful project.”

“The world is a busy place. Try reducing & refining your designs until you can’t take any more elements away without hindering communication. The reduction of unnecessary elements enhances clarity, reduces confusion and produces optimum effectiveness.”

Brand Story (200 words) Rachael Anne nz

 My idea for the brand story is a cartoon styled illustration that documents the journey to the creation of Folgers coffee. I have left out the more recent changes that have gone on with folgers, such as it being bought out etc, as this would kind of ruin the nice/cute story. It is still true to the creation of the brand… I want it to run as a cute video, and while slightly cliché plays to the viewers’ memory of past ads, childhood stories, etc.

 It begins by someone stirring a luxurious looking cup of coffee, with the narrator speaking over top… ‘The beauty coffee blend by Folgers took a lot of time to become what it is today… It all began way back in England….’ (Memory music comes on and the ‘waves’ transition moves into a new slide.).

It all began way back when a young Englishman named James, working as a carpenter (camera pans and zooms into him working at the wood work), to create a coffee mill. After a year, young James had saved enough to stake a claim in the company, (camera shows him counting his earnings and smiling to himself, then handing over the money and making the agreement). Then, like the rest of the men of the community, he went off to the Gold mines (shows him walking off and preparing for the work, packing his samples), taking with him samples of the coffee and spices, also stopping in at the local markets and goods stores to take orders. (James is illustrated talking to the counterman, and writing notes and numbers of the orders in his book, then fades out).

Returning to the town years later, a mature and business-wise James becomes a full partner of the company he had helped to build. (Shows him walking in, dressed smartly, and then cuts to him shaking his co-leaders hand to seal the deal.) Another 7 years and James becomes the full owner of the business, changing the name to Folgers.

(Video cuts back to ‘real people’ with hands wrapping around the steaming mug, then shows someone smiling and sipping from the cup (with the Folgers text used in my design.) with the voice over of the text below.) 

Its hard work and dedication that has made Folgers the best . . . 

So you can be at your best. 

More experimentation with the coffee cup and the red coffee beans.

Acts not Ads...

Human Behavior not consumers...