The Framework design team worked with Art + Soul to establish their brand identity, using discovery sessions that explored the company’s overall goals, ethos, target audience, product offerings and more. From these sessions, our designers produced a sleek and simple logo to represent the calm and peaceful nature of the company, additionally creating taglines, a brandmark, typography, and brand assets that captured the essence of Art + Soul.
As well as this, the company needed branding to represent three of their ranges; junior, core, and premium. Therefore, we worked on producing colour palettes and a general look and feel for each range;
- For the junior range, we utilised primary colours for a more playful feel, also using basic shapes to replicate how a young mind may approach arts and crafts.
- For the core range, we created a more mature colour palette using warm shades of pink and aqua blue with uses of texture to create a more advanced look and feel.
- Lastly, for the premium range we went for a minimal colour scheme using plum, navy blue and pops of gold for more of a luxury feel, we also incorporated more textures such as foil effects to further elevate the luxury feel of the range.
Once the client was happy with their new branding, we put together a set of brand guidelines to ensure that anyone who was to represent Art + Soul would be able to do so accurately. The brand guide was provided as a pdf for easy distribution to Art + Soul staff, as well as any outside party who Art + Soul might work with.
We also worked with Art + Soul to produce some packaging for a premium paint set. This set contained acrylic and metallic paints, as well as a brush. Art + Soul wanted the set to be fun, distinctive and a reflection of the premium branding. The Framework Design team produced paint tube designs using colours that closely resembled the paint itself, and added a large glossy logo on a white background to further create impact. The tin itself was made using the premium range colour scheme and simple yet elegant shapes, finished with a sleek black sleeve with gold accent lines containing the Art + Soul brandmark and description of the set.
Our packaging solution also featured a printed booklet for the set that would detail the paint information and swatches. The team created a booklet using thick black card, allowing the paint swatch colours to pop, pairing this with a gold brandmark and gold accents to further add a sense of premium to the experience.