Website

The website has been kept simple and modern so that it is appealing to a wide range of people and ages. It offers all the information about what the shop is, where it is located and how to contact them.

Signage

For the shop front, the sign can be made out of adhesive vinyl that can be easily stuck on to the windows or above the door. This is fairly cheap to get made but still looks professional.

Posters

I used the cut up magazines and newspapers to create some collages that could be used as backgrounds for posters. I tried different techniques and looks to see which worke better.

In the above two I used mostly text and little colour. I liked how these turned out but thought they might be distracting when other text is placed on top.

In these two I used mostly imagery. These turned out more interesting looking and so I developed these further in Photoshop to figure out my poster layout.

I faded the background slightly so that it wasn't too overpowering and placed the logo on top. I liked how they look quite mysterious with limited info on the actual poster making people curious and making the name memorable.

These are my final posters, I have included a QR scan code to keep the mysterious feeling but also to link people to the website when scanned so they can get more information. I have also included the adress and site at the bottom for people who do not have smartphones.

Experimentation

I have started experimenting with collage techniques. In this image I have used transparent tape to pull out text from a magazine.

I have also began collecting images and text from magazines that I could possibly use for posters or packaging.

Final Concept

I have decided to go in a different direction with my branding and create more of a hand-made looking logo to reflect what the business does.

I have named the business The Craftery (a mix of craft, jewellery, and factory) as I feel this suits what the business is about.

After being influenced by my research of collaged posters, I decided to cut out loads of different words in different fonts and sizes from magazines and newspapers to create a logo/word mark.

I then played around with the placement and look of different letters to create these word marks:

I felt the best one was the last one as it is a good mixture of random and legible and is also an eyecatching mark that will be recognisable in different situations.

From my chosen logo I have taken the 3 main colours and will use them throughout the rest of the business branding. For the font I have chosen Arial as it is simple, legible and professional.

Initial Concept

My first idea was to use the concept of the jewellery being endless as it is always being recycled. I started with some sketches of simple logos with this concept in mind:

I also experimented with different colours:

And handwritten fonts:

After trying this idea, I found it was too feminine and didn't really reflect the brand and business I was trying to create.

Secondary Research

All of my secondary research can be found on my Pinterest board:

pinterest.com/prettymess11/second-hand-research

I have summarised my research in the following mood boards:

Colour

When researching different colour schemes and styles that could be used for the brand, I found I was most drawn to the colour pallettes and style used in Wes Anderson's films as they are eyecatching and appealing but also subtle and not too in your face. The colours could be used in the shop's logo, promotional material and decor.

Signage

Because the shop is a small independant business and is focused on recycling materials into jewellery, the signage of the shop could reflect this by using found materials. This would reflect the shop's brand and purpose well to customers and would also not cost a lot to achieve.

Type

Like the signage, the type used in promotion, packaging and the interior/exterior of the shop could also be hand done such as using chalkboards, paints, pens, stamps etc. This would also keep costs low and reflect the brand.

Posters

 The posters and flyers for the craft workshops could be made out of collaged material such as magazine cut out images and fonts. This relates well to the craft side of the business and is also an eyecatching and interesting concept that will make people want to find out more. The posters could only have very basic information making people curious and want to find out more.

Packaging & Promotion

The packaging of the jewellery could be unique and creative by using things like old jars and recycled materials for bags. The promotonal items like business cards could also be unique to each person by taking any found material and using a stamp to put the information on it. Thsi would be cost effective and also reflect the brand making everything about the shop cohesive.

I made some rough prototypes for the jewellery's packaging out of toilet roll tubes and wrapping paper:

These were very easy to do and can be made using multiple colours and ribbon etc. It is a unique way to package the items for the customer and also uses recycled items.

Primary Research

I have visited various small independent businesses to gain inspiration from their branding, such as; signage, fonts, imagery and logos.

Here are some images and notes:

This Indian restaurant has used an interesting choice of bright colours and graffiti to create an eye catching shop front fitting with it's theme. It looks hand painted and so most likely did not cost a lot to create. I think the colour choice is effective for this business as it fits the theme but this may not work for other businesses.

This veterinary surgery has effectively created a professional and welcoming brand with use of simple sans serif font and a grey scale colour scheme with a hint of orange. This creates a professional impression whilst still being visually appealing.

 Their logo is also effective as it easily conveys what the business is about as well as being eye catching, sleek and simple. This could easily translate into business cards, letterheads and a website as seen below.

This west end deli has used no colour in its branding but has still managed to create a nice look for the shop. The grey shop front mixed with different font styles creates a very stylistic and chic brand. The simple sans serif font is all in capital letters making it stand out. There is also a light illuminating the shop name which is very effective but could be costly.

This font is called 'Old English' and is very different to the font used for the main sign. It is a nice contrast giving the place some character and also fits with the 'Devils Deli' title as it is a font associated with religion & the bible.

This font also carries on into the menu to continue the style and keep the brand cohesive.

 This hairdressers has used a very large bright sign made up of light bulbs mimicking the glamorous Hollywood  dressing room mirrors. However, this sign would be expensive to both buy and maintain but it may be possible to to a DIY version or find something similar that is more cost appropriate.

This denture repair shop has used an old fashioned and quirky style that is certainly very eye catching. Its business seems to be such a niche market that I am not sure how much business they actually get. However, people certainly stop and stare when walking by.

This cheese shop has used a very simple sans serif font and quite a reserved colour scheme to create a very trendy looking brand. The awning and window display makes it feel like a quaint village shop which is automatically associated with good quality. Their colour scheme and simple 'village shop' style has also translated well in their website seen below.

This French style cafe has successfully created an exotic feeling to it's shop by using a script style font in French. The colours are also very complimentary and make the shop look upmarket and fancy.

The interior of the shop lives up to this style by using similar colours and fancy lighting and crockery. This works well in this west end location but may not work as well elsewhere. The 'fancy' styling could also be quite expensive to achieve.

This Vietnamese Restaurant successfully channels the city of Hanoi without going over the top. The flags, broken bikes and shabby outdoor chairs give the feeling of a back street cafe in Vietnam. The simple hand done word mark is effective but doesn't translate what the business actually is. It could just be a bike shop to a passer by.

The feel of this restaurant translates well to the interior by using a cohesive colour scheme and simple, cheap furniture. This decor does not look expensive to obtain at all and is an effective way for a small business to stick to a budget. The website, as shown below, also uses the same colours and word mark and makes the restaurant look fun and unique.

This small hairdressers has effectively created its own sign and used fairy lights to draw attention to it. They have also creatively used graffiti to decorate their shutters making their shop eye catching and memorable.

This independant record shop has used its own records to decorate and create a banner. This is very cost effective and also reflects the second hand products of the shop.

This vintage clothing shop looks equally as vintage on the outside. They have used chalk boards as their signs and what looks like a second hand awning for the entrance. The colour used is very bright and makes a statement.

 They have also used art to decorate the shop front making the whole brand very DIY and cost effective.

This small toy shop have used two colours that do not compliment each other. This makes the sign hard to read which is not a very good first impression of their branding. It does however reflect the old style toys by looking a bit worn and used.

 

I really like the logo and word mark used by this bar as it uses very complimentary colours in a modern and trendy font style. It looks very proffessional and welcoming, but also looks expensive and may not be appropriate for a smaller shop.


This hand-made jewellery stall in Edinburgh has some nice branding in the way they have used things such as playing cards and old photos as decoration. It looks very cost effective but cohesive as a brand.

This is their business card which is visually appealing in terms of colours and font but may have too much unnecessary information on it making it look cluttered.

I have also looked at some possible materials that could be used for signage or decor etc:

These old wood textures have been used on a wall in a small cafe. It is cheap and easy to source and can be painted.


This is another wood texture used on the wall of a bar.


This ceiling of a restaurant & bar has kept all the pipes and vents showing giving the place a modern and trendy vibe. This also cuts the cost of renovating to get the covered up.

This chalk board for a bar & restaurant shows that signage does not need to cost a lot to be effective. It is also more practical as it can be easily edited and changed in minutes cost free.