Anima Mundi

The team at Anima Mundi came to me with their ideas and a vision for how they wanted their brand to look and feel. After going through the basics of their name, meaning and mission, I set up a workshop to go into more depth. We looked at building the ideal customer who would be our target audience, going into detail about what their day would look like, what brands they would buy into and why, their hobbies and lifestyle choices. By building the brand around the ideal super fan customer, they would feel like this brand was made just for them and it would fit into their personality, therefore making them trust the brand. Next in the workshop we looked at other competitors, brands that were selling similar products or that had a similar vibe. We picked out what we liked and didn't like. This helped me to understand how the client viewed their brand, as well as giving me a basic guide of things to explore in designing their brand and things to stay clear of.

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Now that me and the client were on the same page, I started putting together moodboards which explored all the different elements for building the brand. This included Typography, colour palette, packaging, illustrative elements, logo layout and more. From this I made a stylescape which overall gave us a first look at what to expect from the brand. I started by picking the colour palette which reflected the businesses product while still being timeless. (moodboard +colour palette)

Now I had all the information I needed, I went to the drawing board and firstly began sketching logo ideas. The logo had to be minimal while still explaining the business. Some of the key words the client gave me were playful, contemporary and effortless. Using the key words, I selected a typeface for the logo which had to embody the essence of the brand and its name. I selected this type face as it was minimal while still being timeless and effortless. By linking the two words together a contemporary and unique feel was created while still being playful. When putting the type and illustration together I wanted it to look visually interesting and playful. (image of logo)

Next I put together a few logo variations which could be used in different settings like for web, packaging and print and with photography. These variations again played on the playful, effortless vibe while still being simple and minimal. (logo variations on photography)

After this, I pulled together a few examples of how to use the logo, its variations and the type of imagery the brand will use. The images are very natural and showcase the products in their organic element. The editing for these images was very minimal to not take away from the natural feel, higher contrast was added to give depth and to make it look like a moment was captured in time, therefore being effortless and timeless. As well as this, a few mockups of how the logo will look on business cards, packaging, in the storefront and more.