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- 5. Before I begin this document, I would like to sincerely thank all those who have contributed in some way or the other, be it small or big to make my Graduation Project a success. I was fortunate enough to get an opportunity to work at an esteemed design studio for which I would like to show my gratitude to the design studio as well as each and every individual who made my stay at the office comfortable for the past four months. I would like to show my gratitude to my industry mentor Mr. Reuben Thomas and my entire team, who guided, mentored and assisted me with all of my work at the office. The environment created by them at work kept me motivated and inspired at all times and made me feel the need to push myself to strive higher. I would also like to extent my gratitude to my college mentor, Mr Vinesh Tapre who kept a check on me and my process at work at all times which resulted in my graduation project ending smoothly with no difficulties. I would also like to thank my institute, National Institute of Fashion Technology for providing me with such an amazing opportunity. Acknowledgement
- 7. The Graduation Project is a compilation of all the work done by a student during the four months of his/her internship. The internship helps the student to get a better understanding of an agency and its functioning and working scenario and learn various sets of principles and skills whereas in return the agency gets to analyse the student and his/ her work over a period of time. It is a well organised summary of all my work experience in the best possible manner that also throws light on the fact that the internship helped improve my interpersonal communication, ideation techniques and graphic design skills. Preface
- 8. Purplemango 1 Hierarchy 2 The Project 3 Research About the brand Mood Board My Role 4 4.1 4.2 4.3 Process Work Logo Exploration Design Progression 5 5.1 5.2 10 11 12 13 15 16 17 18 21 23 Contents
- 9. Collaterals Packaging Design Conclusion Learning Outcome Finalising Typeface 5.3 Construction of Logo 5.4 Sizing & Spacing 5.5 Brand Colour 5.6 Wall Graffiti 6 Menu Card 7 8 9 10 11 25 29 32 33 42 49 50 55 57 58
- 11. PurpleMango is a creative agency led by passionate minds, thought leaders and talented designers, who come together to produce stunning designs and marketing campaigns for brands. Communication is vital in today's fast moving world and Purplemango has been putting across the message effectively. The designs have their own stories to tell. Purplemango makes sure that at the end of the day the clients go home satisfied and contented. The company was set up 10 years ago when Reuben and Reshma, a brother and sister team, from two very different backgrounds decided to quit their respective jobs and start a creative firm. Since that day, the company has seen only booming success and nothing else, some of its clients are as follows: Purplemango 1 10
- 12. 11 Hierarchy (Motivator) Reuben Thomas (Partner) (Partner) Reshma Thomas (Client Servicing) Amit Ari Raam Grishma Raj Phoebe (Design Team) Pumesh Kumar Sageev T Sathyan Bibin Paliakkara Sunanda Reddy Praveen Ragavendra Vijith Puthan (Intern) Aishwarya Vinod
- 13. Concept : Youngsters in todays times do not necessarily consider tasty food to be healthy and vice versa, however they are okay gambling with their health to eat something that makes their mouths water. The brand Yummy Greens wishes to get rid of the myth that healthy food cannot be tasty. The brand offers fours items, mainly Pancakes, Waffles, Sandwiches and Veg Roll. My base concept for the brand was to create a common meeting point for health and taste and communicate it across to the masses efficiently. Brief : Develop the brand identity of a food stall Client Requirements : To showcase through the branding itself that the brand provides its customers with tasty, healthy VEG food options Objective : To develop an identity for a food stall, Yummy Greens, keeping in mind what the brand stands for and designing the entire brand off it The Project 1 12
- 15. 1 14 Existing Logotype and Typeface Styles of online available other food stall options :
- 16. 15 About the Brand Target Audience : Kids, Young Adults and Adults Location : In the middle of a busy commercial area, set in a residential complex Vision : To bring a common point between tasty and healthy food, to convince the younger generation to switch to healthier eating habits Mission : To provide great healthy food options that can be all day meals USP : Healthy, Tasty Food
- 17. 1 16 Mood Board
- 18. 17 Ideation : Nothing apart from the items that brand would be selling and the colour of the Client’s preference was given to me from the very beginning (as it was more on the lines of a in house project) Based on the following I came up with an entire brand guideline for Yummy Greens. Duration : An extension time period of one and a half months was spent on this project. My Role
- 22. 21 Logo Design Explorations G R E E N S greens Greens Mainly Typeface heavy designs Drawback : The client did not find it exciting enough. She wanted something that would make you want to buy the product instantly without knowing what it is. The logo in itself should make your mouth water and just a typeface was unable to achieve that emotion.
- 23. 1 22 Mainly Graphic elements heavy designs Yummy Greens Y U M MY G R E E N S GREENS YUMMY GREENS YUMMY GREENS G R E E N S Shortlisted Design
- 24. GREENS Design Progression 23 G R E E N S Original Design Style Variation with one Standard Typeface Minimising the design further more Waffle element was missing Reduced elements to make the brand name more visible Experimenting with colours (did not seem to work well) Y U M M Y G R EE N S G R E E N S GREENS GREENS GREENS
- 26. 25 Concept : The Brand name has two words in it, Yummy and Greens. The rules of Graphic Designing suggest that for any design to be or look balanced with respect to typography, they should be of contrasting families. Therefore, I chose to display one word in Serif and the other in Sans Serif. Following are a few typeface explorations along with the graphics of the logo : Finalising Typeface
- 27. 1 26 Note : I have mostly paired Bold typefaces with Regular typefaces to maintain the balance in the logo design as mentioned earlier. YUMMY GREENS Nunito Sans REGULAR Constantia REGULAR YUMMY GREENS Roboto REGULAR Georgia REGULAR GREENS Calibri REGULAR YUMMY Timeless BOLD YUMMY GREENS Montserrat REGULAR Cambria BOLD YUMMY GREENS Neutraface 2 Text BOOK Minion Pro REGULAR YUMMY GREENS Pangram REGULAR Rokkitt BLACK GREENS YUMMY Nexa Bold REGULAR Dutch801 Rm BT ROMAN YUMMY GREENS Angelic Child REGULAR Mermaid Bold YUMMY GREENS Comfortaa REGULAR Mongolian Baiti REGULAR YUMMY GREENS Avant GARDEBOOK BodoniFLF REGULAR YUMMY GREENS HelveticaNeue LT 55 Roman REGULAR ChunkFiveEx REGULAR YUMMY GREENS Glacial Indifference REGULAR Georgia REGULAR
- 28. 27 G REEN S YUMMY G REEN S YUMMY G R EE N S YUMMY G REEN S YUMMY G REEN S YUMMY G REEN S YUMMY G REE N S YUMMY G REEN S YUMMY G REE N S YUMMY G REE N S YUMMY G R E E N S YUMMY G REE N S YUMMY Type Pairing
- 29. 1 28 G REEN S YUMMY G REEN S YUMMY G REEN S YUMMY G REEN S YUMMY Modification of Final Typeface Final Logo Design Colour Variants Thickness and Colour Variants The Final Logo has highlight and shadow added to it as it is a food stall and the chances of it multiplying into a food chain or expanding its business are not high.
- 30. 29 Veg Roll Pancake Waffle in the shape of a half cut sandwich Construction of the Final Logo
- 31. 1 30 Grid Construction Base Grid is 1”x1” Dimensions of the Logo - 13.5’x12.25’
- 32. 31 Logo against primary Brand colours.
- 33. 1 32 Sizing & Spacing Smallest size possible, the logo cannot and should not be reduced beyond this. Always leave 1’ by 1’ spacing on all sides of the logo 7cms by 7cms 5cms by 5cms 3cms by 3cms
- 34. Do’s And Dont’s Of Logo Usage 33 Do not change the colour of the logo Do not elongate or compress the logo Do not expand the logo Do not position the logo on angles Do not change the size of the graphic elements of the logo Do not add elements to the logo Do not remove graphic elements from the logo
- 35. 1 34 14421E Primary Palette Secondary Palette A3CD39 000000 FFFFFF EFC41B BE1E2D 603913 E5B84C 84C441 ED7426 F9EF98 Brand Colours
- 37. Style Option 1 1 36 Since the brand deals with veg and healthy food products, the brand could use generic veggie food item wallpapers of varied styles. 1 : Heavy on Graphics with solid colours 2 : Minimal Neutral design 3 : Vintage style 4 : Repetitive Design
- 38. 37 Concept : Giving each product sold by Yummy Greens, that is, Pancake, Waffle, Veg Roll and Sandwich, a unique characteristics of its own and converting them into cartoon figures. After giving each product its own personality, combining them in one frame to create the following hypothetical situation - All these products are friends posing for a picture. And just like how people say cheese while clicking a picture the characters utter out words that the brand stands for and believes in. Style Option 2
- 39. Design Option 1 References 1 38 Design Progression
- 40. Design shortlisted from styles in option 1 Vintage Style Colour Variation A minimised version (shapes) of all the products sold by the brand 39
- 41. Based on the two options that I provided to the client the client opted for the second design style. Here is the process I followed for the same : 1 40 Final Design 1. 2.
- 45. Dimensions : 212” by 70” Note : The following menu design is for a wall menu 1 43 Design Progression Concept : The main purpose of a menu card is to provide accurate information that is readable and legible to the naked eye from a distance. Therefore, rather than adding extra graphic elements to beautify the design I went for a simple and minimal style that served the purpose they were designed for.
- 46. Design Option 2 : Here, I tried to use a pattern such as a single stroke to bring into emphasis the most important detail on a menu card, that is the price while attempting to use the same as a design element as well. Design Option 3 : The most simple design route selected, using graphic elements such as a pancake, waffle, sandwich and roll to visually display the products sold by the brand. 44 Design Option 1 : I have attempted to show case a common ground for the products sold, such as the dripping pattern represents maple syrup used for pancakes and waffles and the green in the background represents the veggies used in the sandwich and veg rolls. Design Concepts
- 50. 49 I separated the four categories offered by the brand into three sections, Pancakes and Waffles on either sides and the veggies, that is the edibles the brand name mainly focuses on, in the centre. Concept : I designed a two fold menu card which when shut looks like an actual veggie roll. Sample Design
- 51. 1 50 A4 Die cut Front of Menu Card Back of Menu Card How the menu card will look when it is closed A4 Die cut
- 53. 1 52 Shreya Krishnan Founder 8421355542 Shreya.krish@gmail.com YUMMY GREENS (Founder) 8421355542 Shreya.krish@gmail.com Design Options Business Card (Founder) 8421355542 Shreya.krish@gmail.com SHREY A KRISHNAN SHREY A KRISHNAN
- 56. 55 T-Shirt Design for Employee Front of T-Shirt Back of T-Shirt T-Shirt Design for Employee