Conceptual Redesign
Process
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The purpose of the conceptual redesign project was to take a well-known children’s story and modify it in both design and storyline. I remade three of the characters of Red Riding Hood, thinking about each characters' drive and inspirations, their relations and even their parts in the story. With only one scene portraying all three characters interacting, I needed to deliver my envisioned narrative clearly and with a clear purpose.
In my version of the story, the granny is the protagonist, she is a joyful small old slightly frail lady that tends to come across as delusional but she is the complete opposite once you get to know her and see her in action. The wolf is a little rat hidden behind the shadow of a “wolf” scavenging for food in grannies house. Although he is trying to pass for the big bad wolf, like any rat he is instead always scared and on the run. Red is tall and lanky, the complete opposite of her name “little” red riding hood, scared of many things but protective of her grandmother and definitely does not have a soft spot for rats. To create the perfect scene I created a number of different characters for each of the characters until I felt that I had reached the perfect ones. I tried to create everything with a cartoon-like tone in order to keep the idea of little red riding hood being a childhood story.
DESCRIPTION
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I created branding for a pyjama brand, the brand name is Sueno, The brand is hypothetically based in Australia but provides worldwide service. Sueno would be an environmentally friendly brand and it would also be an in-between of expensive and affordable because it provides good quality products at affordable quality.
Sueno, can be worn by any women between the ages of 16 to 60 plus years. It is targeted towards working-class women/ parents that have a nac for luxurious products and are looking for a brand that also sells environmentally friendly products. Sueno is a modern on-trend brand that creates pieces that can pull double duty, although the brand is intended for sleepwear almost every piece is versatile and could be pulled off as daytime wardrobe. The aesthetic is an eccentric mix of streetwear and “timeless vintage” high-quality sleepwear without the splurge.
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OVERVIEW
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In designing the logo I considered all the things that I gathered during the research stage, the symbolism and their meanings, the different types of logos that can be produced and how they can be produced and most importantly the target audience. My decision to make the white half-circle on top of the cicada representing a half-moon was because I wanted to interpret the fact that it is a pyjama brand but I wanted it to show subtly because it is a versatile brand as well, in order to show that the brand is timeless and modern I mixed a little bit of a grungy effect along with the geometrically shaped insect which I felt kept it looking slightly minimalist.
l chose not to put anything that is a direct pointer to the environment aspect of the brand like flowers because the brand is not primarily an environment based brand and I felt that the insect does the job very well in representing the environment aspect of the brand along with the high-end aspect of it. I made a secondary logo because the primary logo is not one that can be placed on everything especially when its been reduced in size, the secondary logo was designed with the same intentions but with a double-take on the moon, the moon is made into a small moon and in different colors to accommodate different colors and sizes of the logo.
I designed the logo in a way that the viewers' eyes are directed to the brand name from the top point of the logo – that being the star, to the bottom point of the cicada in order to encourage the viewers to have a lasting memory of the brand and therefore increase brand popularity. I made it all in one piece to give a sense of unity to the brand also by placing the circle on the top of it all and the tag line as a circle.
When designing the logo I also considered the target audience, they all like luxurious things but they also like to be comfortable and never in a compromising positing which is why I tried to stay away from making the logo look like the brand is intimidating by changing the colors to more neutral and feminine colors that still hold onto the sophisticated, upper-class aspect of it and also the font to be more rounded because research shows that rounded and curvy shapes or fonts are welcoming and show unity.
OFFICIAL LOGO
BUSINESS CARDS
