LemonDrop Gifting Co. Brand Identity Design
Complete Branding Design & Application Project
1. Letterhead and Envelope Design, 2024, Adobe Illustrator and InDesign, letter 8.5x11” and size A10 envelope
2. Business Card Design, 2024, Adobe Illustrator and InDesign, 2x3.5”
3. Women-Owned Business CSR Poster Series, 2024, Adobe Photoshop, Illustrator, and InDesign, each 8.5x11"
1. “Eye Me” Exhibition Poster, 2024, Adobe Photoshop and InDesign, 10.5x16.5"
2. Gift Bag Design, 2024, Adobe Photoshop and Illustrator
3. Tissue Paper Design, 2024, Adobe Photoshop and Illustrator
Introduction
Software:
Adobe Photoshop, Illustrator, InDesign
Goals and Requirements:
Create a new company, based off a modified business model of an existing brand
Compose a brand mission statement and communication objectives
Design a structured brand identity and apply the identity to a variety of applications
Write a complete Brand Standards and Guidelines Manual
Background:
For the company I based my business model on, I chose a small boutique gift shop in my hometown, named Cranberry Scoop. They stock a variety of high-quality specialty goods, with their store’s main audience being women aged 20-70 who are shopping for people of a variety of ages.
Cranberry Scoop
Ideation:
I loved the idea of keeping a fruity name, and I settled on LemonDrop Gifting Co. I wanted the visual language of the brand to be soft but also slightly modern, which is what led me to the blue and yellow palette.
Target Audience:
Women and also men aged 20-70, shopping for friends and relatives of all ages
Process
Preliminary Research
I began the brand design process by first researching my base company. Because I couldn’t find sufficient information online, I actually ended up scheduling a call with the current owner of Cranberry Scoop. From there, I was able to ask questions about how they chose inventory, what types of businesses they chose to stock from, and the history of the business.
Business Model Modifications
In revising the business model, I decided to place more focus on the company’s Corporate Social Responsibility (CSR). In LemonDrop’s case, this mainly had to do with stocking and highlighting minority- and women-owned businesses. Additionally, I decided to keep business objectives like having an highly curated everyday collection and specialty seasonal goods. I also wanted to place emphasis on the business’s long history in Downtown Los Altos, which includes their regular and active involvement in community events.
Business System Items: Business Cards, Letterhead, Envelope
Focuses:
Initial applications of color palette
Experimentation with additional visual and design elements
CSR Application Sketches: Women-Owned Business of the Month
Focuses:
Creating a design formula that has repeatable variations
Continued application and development of brand identity
Business-Specific Applications: Website and Email Newsletter
Focuses:
Flow of information, prioritizing what would be most important to customers
Showcasing CSR and Women-Owned Business campaign
Social Media Account: Instagram
Focuses:
Designing posts that are appropriate and trendy for the type of business LemonDrop is
Continuing to keep all assets consistent with brand
Final Designs
Reflection
Challenges
The biggest challenge I encountered with this project was creating reusable brand assets, such as designing certain symbols or setting guidelines for which text should be used for what. As I moved from one asset to the next, and then as I was designing my Brand Guidelines Manual , I was constantly going back to other parts and revising things to maintain visual consistency.
Design Choices
For an in-depth look at the brand identity, design choices, and my thought process, please read further by taking a look at LemonDrop Gifting Co’s Brand Standards Booklet.