Brand creation

Client:

Grafa produces fine artisan gardening tools from reclaimed and up-cycled copper, that not only look beautiful but also benefit the environment.

Objective:

Develop a brand extention that compliments and leverages from the existing reputation, company strengths and consumer expectations.

Concept ideation:

These vintage inspired pie pans [pictured] are what I chose to use for the Grafa brand extention – as they would be a perfect accompaniment for the considered gardener and cook.

I decided that the sub-brand would follow the nordic ethos of the main brand name, Grafa, which means to dig. I looked at verbs that would suit the product extension of ‘garden to plate’. Once I converted these into the Icelandic Old Norse language, I settled on sjóða which means ‘to cook’ and will suit a range of products for the brand extension.

The font style was to be kept clean and simple, much like the original brand. I searched for grotesque sans serif fonts as it suits the raw but also contemporary style. The brand-mark is also inspired by nordic symbols to enhance the connection between the main brand and sub-brand.

Outcome:

Process steps:

• Create a sub-brand for the brand extension
• Select a product for the brand extension
• Review competitor products
• Generate detailed consumer profiles
• Packing form sketches and paper prototyping
• Create packaging concept mood boards
• Refinement of sketches and paper prototypes
• Generate brand identity
• Create diline and technical information using Adobe Illustrator
• Create surface graphics using Adobe Illustrator
• Generate a 3D model using Blender
• Research packaing and filler materials and suppliers
• Finalise packaging dieline output.