COP Practical: Branding the Campaign

Branding ISSUU

Lush Website/Aesthetic 

I started out looking at Lush's existing brand image, it's online presence and aesthetic. Although I am making a completely new campaign, it still has to be in keeping with Lush's brand image, as ultimately it is a way of promoting them.

Logo Experiments

Remaining with Lush's brand aesthetic, I made some logo experiments. I used the bold type that Lush use in their logo, however did not want to completely copy. I played with the idea of the black apron, as seen in stores/workers uniforms/behind the scenes, and found it really symbolic of something being crafted and 'made'. Despite thinking the apron was a really effective motif, the shape of the logo was really awkward so I decided against it. 

Authentic Arty Textures

These experiments were really a way of trying to incorporate some fun into my basic logo, and also make reference to creativity, digital art and craft. I used a range of Custom photoshop brushes to create different Art like textures, however I felt that I needed to make more of a link to DIGITAL art and not just art in general.

Illustrative Quality

This was one of my favourite outcomes from the experiments, and I think it looks the most effective. From the colours to the textural quality of the image behind, I think it's overall a beautiful logo/typeface for the campaign. 

HOWEVER 

The image that I added to the text was part of the authenticity experiment, and using it in my logo (to be printed, and reproduced throughout the campaign) would devalue the image and completely contradict the campaign, making it less authentic. 

Reference to Photoshop

In response to the previous reflection of the logo, I decided it would be more appropriate to keep it simple and blank(?), to mirror the concept of the artists adding the visual element. So I chose to go with the classic check pattern, that in photoshop indicates a blank canvas, to communicate digital art creation. 

 Final logo Designs

These logos are just a development from the previous, using reference to photoshop and digital creation, however I was told that the use of bold capital letters looks too 'clunky' and a bit aggressive, so I went with lowercase font which has a friendlier approach. 

Banner Designs

These were just a development from my logo, presenting ways that my logo could be applied. I really like the aesthetic of these banners and think that they communicate everything they need to. Also I like the way that the bright orange colour is quite different to the neutral pastel colours seen on the rest of Lush's website, which provides the contrast between hand-made cosmetics and digital art creation.