About the brand
Elegant, Artistic, Rococo, Classical, Trendy, Hipster, Graceful, Sophisticated
Artemis is a new brand founded in 2021. Artemis will mainly focus on chocolate and cookies. Artemis will launch online platform and social media for the target audience. Artemis is an elegant, artistic chocolate and cookies brand, which targets the trendy young audience on social media.
Create an elegant, artistic brand of cookies and chocolates to attract young trendy to purchase. The brand will need to stand out from traditional chocolate and cookies brands.
THE Design
The Final Design and Products
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Background Research
Questionnaire through online Google forms
I started from creating a google questionnaire to understand the target audience's need, and also obtained important information to achieve our brand identity.
COMPETITIVE ANALYSIS
The competitions are less focus on the shape and style of the cookies and chocolates
I began from conducting the competitive audits for two competitors: Godiva and Lindt. My research by looking at the current chocolate brand such as Godiva and Lindt. I focused on analyzing their strengths, weaknesses, opportunities, and threats. By analyzing these four elements, it allows me to understand the basic elements for lunching a new chocolate brand. Furthermore, I could also figured out potential features and areas to improve.
Design Process
Logo Sketches
I started to design the logo from a simple draft. I started by drawing 40 different drafts on paper. The design revolves around elegance, greek goddesses, plants, lines, and typography.
Digitalized Logo
Top five logos digitalized through Adobe illustration
I chose 5 out of 40 logo sketches to digitalize. By initiating online polls and discussions with peers, the feedback indicated these five logo best conveyed the brand's style. Additionally, the logo's color is using deep red and light black. These colors are chosen to convey calm, classic and elegance. The following images are the five I chose.
Finalized Logo
Artemis logo should show the style of elegant of the brand. The logo consists the brand name and the products (cookies and chocolate). From the 5 digitalized logo, I chose one as my primary logo, and another one as the secondary logo. Artemis secondary logo is a geometric shape. The logo consists only the brand name in the geometric shape.
Typography
The brand uses the font “Artemis” and the font “Athelas”. The fonts are using as a wordmark.
Color guidance
Artemis colors contain red, gray, and black. The following shows the brand’s process and spot color.
Online deliverables
Design of the application & website
I learned that the first ideas for the app are only the beginning of the process. Usability studies and peer feedback influenced each iteration of the app’s designs. The users are to be involved in the process by interacting and asking for their reviews that way I can be able to solve the problems better. User research is very important in every phase cause I gain real-world data on what I design and who I design for.
