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Everyone notices a unique look and style. It’s the same for a logo or branding. “They are the face of a brand.” says Ketaki K, founder of Cub Design Studio. “And the industry is all about uniqueness, memorability and connect.” Here, she takes us through some simple remedies that can brighten your skills.

Branding for Simpli Eat
Branding for Simpli Eat
Branding for Rosy Bow Fashion

Change is the only Constant.

Every brand has diverse challenges and needs customised solutions. This means that the thought process has to be different for each brand. Designs have to be unique for each brand and are never repeated as they are a result of brainstorming, discussions and experimentation. However, what remains consistent with every project is a trendy fresh look for each design.

Branding for Krushnai
Branding for Krushnai
Branding for Glorious

How far you can imagine starts from how closely you observe.

A brand’s design is its identity. It’s very important that the design does justice to the brand- that’s exactly what its meant for! The briefing is most important, as getting a good understanding of the client’s requirements and the brand’s personality is key. As that is what will catapult your imagination when you get to work.

Packaging for K n U
Stationery design for K n U
Product Design
Branding & Packaging for LivRaw

Less Goes a Long Way.

A logo is the face of the brand. And in order for it to stand the test of time and become the brand itself, it needs to be simple and devoid of any complications. It must be easy to handle so that over time, it can be placed on any medium, from paper to billboard or from fabric to mugs. Consider the logo of Nike; a simple ‘tick mark’ that has worked so well for the brand.

Logo Design for Panditji - Veg Restaurant
Branding for Panditji - Veg Restaurant
Branding for Panditji - Veg Restaurant
Stationery for Panditji - Veg Restaurant

It’s all about what people remember.

The growth of a brand to a considerable extent depends on brand recall. Unique designs ensure people and consumers remember and recollect the brand and its design. Panditiji and Head Safe brandings are funky, playful and strongly distinctive. The client expects a ‘unique’ brand, the brand demands a ‘recall’ value and the target audience looks for a ‘connect’ while a designer needs to ensure all the above are met seamlessly. Nothing brings more joy than creating a lasting value.

Branding for Head Safe
Branding for Head Safe
Stationary for Bake Factory
Branding for Bake Factory

Design is everything.

Though branding can have different perspectives, any good branding should be simple and yet bring out the connect in an interesting manner. Understanding the product/service and then solving the problem is crucial. Always remember, design is a solution for a brand and not just a mere decorative thing. If you do this every day, you’ll never go wrong

Branding for Bake Factory
Packaging for Bake Factory
Logo Design for Vasundhara Jewellers

Published in Issue 21

Branding With Packaging! They say not to judge a book by its cover. But they also say that exceptions are always there. There’s no doubt, branding and packaging are the faces of any business and product. They decide the way people will receive the brand; whether they will accept it or reject it. To understand and gain more perspective on this much-unsolved mystery, we invited many branding and packaging experts who throw light on the topic.

 

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It’s not just the design, the elements or the colours in an artwork that blow us away. It’s the concept; a force that resonates from the designer to the audience. Edmundo Moi-Thuk Shung, a graphic designer from The Netherlands, believes cracking a creative concept is the most important step in branding design. He speaks to us to throw more light on his approach.

Branding Design
What are u Doodling

CG: Branding and packaging is a very competitive sphere of design to be working in. What are the principles that dictate your designs?

Edmundo: There are three things that I constantly make sure I am aware of while designing – they have to be unique, meaningful and easy to understand.

Branding Design
Poppy Red Stickerpack

CG: Designs need to be creative and at the same time practical. How do your designs balance both the requirements? What are the challenges you face in day-to-day work? What do you enjoy the most about what you do?

Edmundo: Well, the most important part is to make sure the concept is clear and useful to others. This, for most of the time, also covers the creative part of the whole process. Concentrating on the job is the hardest part for me as I was diagnosed with Attention Deficit Disorder that hinders the thought and concentration process of the mind. I overcome this by doing exercises to clear my mind. You’ve got to figure out your own tricks to overcome whatever it is that distracts you from the job.

Branding Design
Poppy Red Stickerpack

I get the most enjoyment out of concept designing, like doodling in my moleskin and working them out digitally. It’s also refreshing to put your thoughts on paper and work these out.

DIY-HMZ. Some self-branding on various mediums and accessories can help gain exposure in the outside world
MOKKACCINO. These business cards in the shape of coffee cups that can be left behind on the train for travelers to pick up

CG: Branding requires a good understanding of the product/client. How do you then take it forward? Can you take us through your design process?

Edmundo: Once I’ve accepted the assignment, I make sure to gauge the client’s vision by asking them questions to rule out what they expect from me. From then on, I usually make a “plan of approach” that describes the needs, planning and requirements for the assignment. This helps put everything before me so that I can connect the dots through creative ideas and concepts. Afterwards I pitch my ideas to the clients and decide what direction I should take.

MIXWELL. A mix of street and graffiti art, this hiphop styled design uses audio and design supplies to infuse life into a concept
KOFI & AYU. A character getting ready to head a soccer ball, while Ayu the female character wants to check her camera lenses

CG: In your experience, how receptive are brands/clients and audiences to something new? Are people willing to take risks or do you feel they still prefer to play it safe?

Edmundo: The demand in today’s time is to create something that is ‘unusual yet affective’. I guess that means people are willing to take risks as long as the concepts are effective and don’t differ too much from already existing products.

Branding Design
SMOOTHIE POSTER. Designed for The Pepin Press Company the design uses relevant elements to bring together a concept
LOGOS. These logos designed for clients and the artist himself communicate and symbolise unique character for each

CG: You use the Indian symbol of a Yogi in your branding design for Mellow. Can you tell us more about the project and how you arrived at that idea? How do international elements feature in your designs? How do the local audience adapt to something foreign?

Edmundo: It all started with an old sketch of a Yogi which I stumbled upon while going through all of my drawings. The project was a mother’s day gift and I related the element to the fact that she does yoga. That’s when I came up with the idea to make something by myself using an old duffle bag and other stuff lying around my house and created several products out of it. Since Yoga originates from Ancient India, the logo was apt. The project was received well by people with different backgrounds perhaps because our world is getting more multi-cultural.

MELLOW. Symbolism in a logo makes it memorable as this yoga branding suggests
MELLOW. Symbolism in a logo makes it memorable as this yoga branding suggests

CG: Brandings can’t be static. How do you create designs that can be worked upon and taken forward as the brand evolves? How do you give it that flexibility?

Edmundo: I make sure the logo I design isn’t too complicated. Ofcourse a lot depends on the kind of brand and the brief, but I usually give it a visual reference for what the company stands for. It gives it the advantage to become memorable and the ability to evolve easily as the time passes on.

MELLOW BASIC YOGA POSTER. Displaying basic yoga poses, this design also translates onto a scroll that can be used as a handy guide for some yoga practice

Published in Issue 21

They say not to judge a book by its cover. But they also say that exceptions are always there. There’s no doubt, branding and packaging are the faces of any business and product. They decide the way people will receive the brand; whether they will accept it or reject it. To understand and gain more perspective on this much-unsolved mystery, we invited many branding and packaging experts who throw light on the topic.

 

Order Your Copy!