Creating Revae's Visual Identity: A Step-by-Step E-commerce Branding Guide
Summary:
- Delphine visually details her comprehensive visual identity design process for Revae, an e-commerce brand by Marion.
- The initial briefing established Revae's mission, values, and desired modern, poetic visual style, leading to key deliverables like logotypes, color palettes, and various communication materials.
- Two distinct mood boards were presented to the client, exploring different visual aesthetics, followed by three unique graphic proposals, each featuring distinct logos, symbols, and color schemes.
- Client feedback led to the adoption of a serif typeface and the refinement of chosen elements.
- The final visual identity features a sophisticated serif logotype, a balanced color palette, and a suite of hand-drawn icons, all cohesively applied across various communication materials such as custom tissue paper and thank you cards.
Project Overview and Client Brief [0:00]
- The video outlines the comprehensive process of creating a visual identity for Revae, an e-commerce brand. [Image 1] [0:38]
- Delphine, a freelance art director, collaborates with her client Marion (@LatelierdeMarion) to develop a complete brand image from inception to final execution.
Initial Briefing Call [0:38]
- Revae Brand Details:
- An online e-commerce brand that will sell handcrafted products.
- Desired Visual Universe:
- Elegant, yet modern.
- Serious, but inspiring confidence.
- Poetic and dreamy, resonating with the name "Revae" (French for "dream").
Strategy and Deliverables [2:48] [Image 7] [2:48]
- Following the detailed briefing call, Delphine meticulously prepares a commercial proposal and a comprehensive brief document.
Visual Identity Elements [2:55]
- Core Visual Assets: Revae requires a robust visual identity system, including:
- Logo and its Variations: A primary logotype along with alternative versions for diverse brand applications.
- Color Palette: A thoughtfully curated selection of brand colors.
- Typography Set: A chosen suite of fonts for headlines, body text, and special accents.
- Illustrations: Small, distinctive graphic illustrations to be used across various platforms.
Communication Supports [3:17]
- Print and Physical Materials: [Image 8] [3:08]
- Stickers: For enhancing product packaging.
- Masking Tape: Custom-designed tape for sealing packages.
- Thank You Cards: Personalized cards to accompany product shipments.
- Email Signatures: Professional and branded email signatures.
- Business Cards: For networking and brand representation.
- Digital and Motion Graphics:
- Social Media Templates: Pre-designed layouts for consistent brand communication on social platforms.
- Intro/Outro Animation: A short animated sequence of the logo and visual identity for video content.
Moodboard Creation for Inspiration [3:57] [Image 9] [5:42]
- To bridge the gap between verbal concepts and visual execution, Delphine develops two distinct mood boards. [Image 12] [5:39]
- These mood boards serve as visual anchors to confirm mutual understanding and preferred aesthetic directions with the client.
Moodboard 1: Poetic and Evocative [5:09]
- Aesthetic Direction: Focused on a poetic and dream-like quality. [Image 17] [5:44]
- Color Palette: Primarily explored various purple tones, initially including red-orange and peach accents.
- Illustrations: Favored detailed, hand-drawn illustrations with fine lines, evoking a sense of craftsmanship.
- Photography: Featured images that capture an entrepreneur's lifestyle or reflective moments, often framed within soft, organic shapes.
Moodboard 2: Elegant and Refined [6:40]
- Aesthetic Direction: Aimed for a more mature, elegant, and modern feel. [Image 25] [6:42]
- Color Palette: Featured a rich aubergine (eggplant) purple, complemented by lighter pastel purples and a vibrant turquoise blue, strategically added to provide a "pop" of contrast and dynamism.
- Handwritten Accents: Introduced the concept of integrating handwritten text or elements into the brand's communication, enhancing its personal touch.
- Client Decision: Marion showed a strong preference for the overall graphic universe and refined sensibility of Moodboard 2.
Design Phase: Three Graphic Proposals [8:09] [Image 35] [8:09]
- Following the moodboard approvals, Delphine dives into the practical design phase. [Image 37] [8:19] [Image 38] [8:30]
- This involves extensive brainstorming, sketching initial logo concepts and illustrations in a notebook. [Image 39] [8:40] [Image 40] [8:51]
- These sketches are then digitized and refined in Adobe Illustrator, where various typography options are explored and combined.
Proposal 1: Dynamic and Energetic [8:57]
- Logotype: Featured a linear style where the horizontal bar of the "R" subtly extended beneath the "e", which in turn had a slight upward curve, symbolizing forward-looking ambition. [Image 49] [9:18]
- Symbol: A stylized windmill, intended to convey dynamism and uniqueness.
- Color Palette: Utilized a vibrant teal green and purple, accented by lighter purples, light blue, and beige. [Image 50] [9:32]
- Application Mockups: Demonstrated how the brand elements would appear on an Instagram profile and basic cardboard packaging. [Image 53] [10:04] [Image 54] [10:14]
Proposal 2: Intertwined Support and Connection [10:37]
- Symbol: The central element was an intricate design of two pinky fingers intertwined, forming a heart shape. [Image 60] [10:43] [Image 62] [10:48]
- This symbolized mutual support, sorority, and human connection. Delphine extensively sketched and vectorized numerous iterations to perfect this symbol. [Image 66] [11:20]
- Logotype: Utilized an elegant linear font with distinct thick and thin strokes (Mukta for titles, Sour Gummy Regular for body text), rendered entirely in lowercase to create a sleek and cohesive textual block. [Image 67] [11:29]
- Color Palette: A sophisticated blend of dark purple, light beige, and light purple, with white accents. [Image 68] [11:41]
- Application Mockups: Showcased on an Instagram profile and cardboard packaging, featuring a circular sticker prominently displaying the new symbol. [Image 70] [12:00] [Image 71] [12:07] [Image 72] [12:10]
Proposal 3: Modular and Artisanal [12:11]
- Logotype: Employed a unique, rounded typography (Parkinsans Medium for titles, Madimi One for body text). [Image 76] [12:40]
- The letter "R" was designed with a slightly offset base, visually supporting the rest of the word, giving it a distinctive character.
- Concept: A key innovation was the "modular R" concept, where the "R" character could subtly change its design to reflect the specific type of artisanal product it represented (e.g., ceramics, textiles, paper goods). [Image 78] [13:00]
- Color Palette: A warm, reddish-brown (reminiscent of natural materials) paired with light purple and beige. [Image 77] [12:50]
- Application Mockups: Illustrated on an Instagram profile and packaging, featuring a distinctive flower-shaped sticker. [Image 79] [13:16] [Image 80] [13:22]
- Overall Impression: A comprehensive overview of all three graphic proposals was presented to the client, highlighting their unique features and potential applications. [Image 83] [13:30]
Client Feedback and Final Identity Development [14:00]
- After reviewing the three distinct graphic proposals, Marion provided comprehensive feedback.
- Key Feedback Points:
Refined Visual Identity [16:23] [Image 101] [16:23]
- Icons [16:27]: A comprehensive set of hand-drawn icons was created. [Image 106] [16:40] [Image 89] [17:00]
- These icons, inspired by aspects of entrepreneurship and artisanal craft (e.g., a heart for passion, a lightbulb for ideas, keys for unlocking potential), feature clean lines and a friendly aesthetic.
- Final Logotype [17:24]: The chosen logotype for "Revae" was developed using the elegant "Yeseva One" serif font, directly addressing Marion's preference for serifs. [Image 93] [17:24] [Image 108] [17:24]
- Typography System [17:29]: A harmonious trio of fonts was selected: [Image 110] [17:39]
- Titles: Yeseva One (serif), providing a refined and classic feel. [Image 88] [16:50]
- Body Text: League Spartan (sans-serif), chosen for its readability and modern simplicity.
- Accents: Dreaming Outloud (script font), to add a personal, poetic, and handcrafted touch, aligning with the artisanal nature of the brand.
- Color Palette: A balanced and sophisticated palette was finalized, incorporating teal green, dark purple, light purple, and beige, blending warmth with a touch of luxury. [Image 109] [17:34]
Communication Supports Development [17:42] [Image 113] [17:42]
- Pattern Design for Tissue Paper [17:47]: Delphine embarked on creating a custom repeating pattern for tissue paper, integrating the new icons and brand slogans like "Rêves, Crées, Entreprends" (Dream, Create, Undertake) and "Mieux vaut fait que parfait" (Better done than perfect). [Image 116] [17:54] [Image 117] [18:00]
- Thank You Cards [18:44]: Personalized thank you card templates were designed in Canva, incorporating brand icons and providing space for handwritten messages, adding a personal touch to customer orders. [Image 124] [18:44]
- Masking Tape [19:05]: Files were prepared for producing branded masking tape, featuring the icons and corporate colors. [Image 127] [19:05]
- Packaging Mockups [19:15]: The newly designed patterns and logo variations were applied to realistic packaging mockups. [Image 128] [19:15]
- Logo Animation [19:23]: A subtle and elegant animation of the Revae logo was created in Adobe After Effects. [Image 129] [19:23]
- Final Graphic Charter [19:31]: All elements of the visual identity, along with detailed usage guidelines, were compiled into a comprehensive graphic charter. [Image 130] [19:31]
Final Result [19:46]
- The video concludes with a showcase of the complete and polished visual identity for Revae.
- This final presentation includes the primary logotype, the distinct emblem, the secondary logo with its tagline, various packaging applications (tissue paper, custom stickers, masking tape), beautifully designed thank you cards, and cohesive social media mockups, demonstrating a unified and inspiring brand presence.