Visual Identity Design Process for Le Rosaly Cereal Bar in Corsica

nävis iltis

Introduction to the Branding Project [0:00]

• The designer, Nävis Iltis, introduces herself and the video's focus: creating the visual identity for "Le Rosaly." [0:00]
• Le Rosaly is a new cereal bar located in Ajaccio, Corsica, founded by Lola. [0:08]
• The video aims to demonstrate the importance of a strong visual identity for a brand's success. [0:21]

Client Brief and Project Goals [0:32]

• Initial Contact and Inspiration:
  • Lola contacted Nävis via email, expressing admiration for her previous (fictional) work. [0:32]
    • Examples of the previous brand "Color Sea" included its logo [Image 2], a monogram [Image 3], and product illustrations [Image 4].
• Concept for Le Rosaly:
  • Lola envisioned a "Starbucks-like" cereal bar, a cozy space for relaxing, working, and reading. [1:02] ![A collage of inspirational images showing a coffee bar, a pastry, and someone working with a drink]
  • The bar would also offer weekend brunches and feature a small retail area for Lola's other business, Aloaa Games. [1:08]
• Key Design Directives:
  • The visual identity and decor needed to be modern, fresh, and highly "Instagrammable." [1:40]
  • A crucial point: Lola specifically requested that the name and logo not explicitly reference "cereals." [1:44]
    • This strategy allows for potential future diversification of the business without being constrained by the brand name. [2:06]
  • Desired brand attributes: dynamic, convivial, and warm. [2:30]
  • Initial idea: Incorporate a subtle lightning bolt symbol to represent dynamism, rather than a "rock" aesthetic. [2:33] ![An interior shot showing neon lightning bolt signs on a wall above a table where papers are being reviewed]
    • Various initial design concepts for the lightning bolt icon were explored. [2:39] ![Four variations of a lightning bolt icon shown on black and white backgrounds]
• Detailed Information Gathering:
  • Nävis sent Lola a comprehensive questionnaire to gather detailed insights into her vision and preferences. [2:50] ![A screenshot of the online questionnaire titled "Parle-moi de ton projet de marque !"]

Artistic Direction and Moodboard Development [2:58]

• The Artistic Base Stage:
  • Nävis created two distinct moodboards, each representing a different artistic direction for Le Rosaly. [3:03]
  • Each moodboard included:
    • A collection of images and photos to evoke a specific atmosphere. [3:10]
    • Suggested typography and visual elements/icons. [3:10]
    • A corresponding color palette. [3:15]
    • Explanations for the choices made (e.g., why certain colors or fonts were selected to convey dynamism or authenticity). [3:18]
• Moodboard 1 [3:53]:
  • Key themes: Authenticity, Dynamism, Instagrammable. [

    

    "AUTHENTICITÉ"]
• Moodboard 2 [4:15]:
  • Key themes: Convivial, Freshness, Modernity. [

    

    colors, bold typography, and patterns with a lightning bolt]
• Client Selection and Refinement:
  • Lola preferred Moodboard 2 but requested the addition of a blue color to the palette. [4:43] [

    

    ," "FRAÎCHEUR," "MODERNITÉ" for Moodboard 2)]
    • This adjustment aimed to broaden the target audience and prevent the brand from appearing exclusively feminine. [4:51]
  • The final agreed-upon color palette is presented. [4:55] ![A grid of six colors: yellow, pink, dark red, dark blue, peach, and light pink]

Developing the Visual Identity Elements [5:18]

• Components of a Visual Identity:
  • A complete visual identity typically includes a primary logo, secondary logos, a color palette, fonts, and visual elements. [5:19]
• Primary Logos [6:05]:
  • Two main logos were developed for "Le Rosaly."
  • One includes "LE ROSALY" [

    

    " logo in pink, set against a light pink background] and the other simply "ROSALY" ![The "ROSALY" logo in white, set against a dark background], providing flexibility for different uses.
  • The typography chosen is bold and thick, designed to convey conviviality and warmth. [6:33]
  • Textural elements were incorporated into the letters to make the logo inviting and engaging. [6:43] ![A close-up of the "ROSALY" logo, showing subtle texture within the letters]
• Secondary Logo [6:50]:
  • Features an "R" (from Rosaly) encircled, accompanied by a lightning bolt. [6:50] [

    

    ]
  • This design effectively transmits dynamism, a welcoming atmosphere, and a sense of coziness ("feels like home"). [6:57]
  • Variations in color were created, including the newly added blue, to enhance the pop and dynamic feel. [7:06] [

    

    4, showing color consistency)]
• Typography [7:13]:
  • Poppins (bold) for titles. [

    

    Poppins - bold"]
  • Rubik Dirt (regular) for subtitles.
  • Poppins (regular) for body text.
  • These selections ensure consistency across all communication materials. [7:18]
• Brand Pattern [7:21]:
  • A distinctive pattern featuring the "R" and lightning bolt elements was designed. [7:27] [

    

    letters, lightning bolts, and small squares in pink, red, and light pink]
  • It can be used on packaging or as a background for various brand materials. [7:23]
  • A blue-toned variation was also created. [7:30] ![A brand pattern featuring repeated "R" letters, lightning bolts, and small squares in pink, light blue, and dark blue]

Application and Mockups [7:35]

• Visualizing the Brand in Reality:
  • To help Lola visualize the complete brand, Nävis prepared a detailed dossier including mockups. [7:38]
  • Mockups show the visual identity applied to real-world items:
    • Cereal packaging, including scoops. [7:46] [

      

      patterns in pink and dark colors]
    • Another variation of packaging. [7:51] ![Mockups of two brown packaging bags and two scoops, featuring the "ROSALY" logo and secondary logo]
    • Business cards. [7:55] ![A collection of various business card mockups displaying different logo variations, patterns, and colors of the brand identity]
• Purpose of Mockups:
  • Mockups allow clients to see how their brand will translate onto various physical objects and within different contexts, bringing the design to life. [8:00]

Conclusion and Client Success [8:09]

• Successful Collaboration:
  • Nävis shares photos of the actual Le Rosaly bar, showcasing the successful implementation of the visual identity. [8:09] [

    

    , including cereal bowls, a pink wall with designs, and neon lightning bolts]
  • More detailed shots of the bar's interior, including shelves with cereal boxes and a coffee machine, show the brand in action. [8:15] ![A collage showing a cereal bowl with toppings and a coffee machine area with neatly arranged cups and colorful cereal boxes on shelves]
  • Further photos illustrate the inviting atmosphere with board games and decorative neon lights. [8:17] ![A collage showing a shelf with board games and a cozy corner with a yellow sofa and three neon lightning bolt signs]
  • She expresses great satisfaction with the collaboration and Lola's positive feedback, highlighting Lola's receptiveness and clear understanding of the design's intent. [8:13]