Mood board/Inspiration
My mood board was a mix of word associations, animal & flower associations, possible color palettes, typographic choices, and the meaning behind some shapes and words I wanted to use across my branding. I was initially going for a sophisticated elegant look to my brand, which I soon slightly strayed from.
Logo Exploration & Finalized Logo:
For my logo exploration, it took a lot of trial and error to settle on my official logo. I started in my first stages as a type-driven logo with small illustrations. I soon found that it wouldn't work on a smaller scale so I moved on to round 2, where I drove illustration as the primary point then supported with typography surrounding it. I attempted to play on my pun "Bee's Knees" and created a bee mascot that has accentuated knees to keep it lighthearted and fun. On the other hand, I also created a heavily detailed bee illustration using Procreate that seemed to speak to my classmates a little more. I dialed back on the details, thus leading me to my final round of logos, which ended up being my official "Bee's Meads" logo. The bee illustration is simplified from round 2, with many rounded edges and swirls to keep a soft, friendly, and approachable feel to my brand. I paired my logo with the typeface "Gelica" which is a rounded serif typeface that also has an approachable, friendly feel that I wanted to convey with my brand. The circular dashed lines, reminiscent of a bee's trail surround my illustration and type to act as a badge that I can use across my branding.
Bee's Meads Style Guide:
My style guide consists of my brand story, logo usage, and misusage, color palettes (primary and secondary), illustration style, and usage of photography.
table of contents
our story
activism
brand values
primary logo
correct logo usage
logo misuse
logo clearspace
secondary logo
correct logo usage
logo misuse
logo clearspace
typography
primary color palette p.1
primary color palette p.2
secondary brights p.1
secondary brights p.2
secondary darks p.1
secondary darks p.2
graphical elements
graphical elements in use
UX elements
photography
Package Design:
I wanted to keep my packaging bright in color while having an element of elegance. The label design consists of a pun/witty flavor name accompanied by an illustration that represents the flavors. The flavors are as follows:
Buzzingly Sweet: Traditional Honey Mead (honey pot, honeycomb, and honey wand illustrations) -- 15% of the proceeds will go to the Bee Conservancy
Berry Zesty: Mead infused with blueberry and lemon (blueberry and lemon illustrations) -- 15% of the proceeds will go to NAMI (National Alliance on Mental Illness) in May.
Mary & Free: Mead infused with pink grapefruit and rosemary (grapefruit and rosemary illustrations) -- 15% of the proceeds will go to BCRF (Breast Cancer Research Foundation) in October.
Flutter Me Blue: Mead infused with butterfly pea flower tea and key lime (butterfly pea flower plant and lime illustrations) -- 15% of the proceeds will go to The Trevor Project in June.
Mull It Over: Inspired by Mulled Wine (star anise, cinnamon sticks, and orange illustrations) -- 15% of the proceeds will go to NAACP (National Association for the Advancement of Colored People) in February.
Choc-Ful of Cherry: Mead infused with chocolate and cherry (chocolate and black cherry illustrations) -- 15% of the proceeds will go to (RED) in December.
The boxes for the mead include a description of where 15% of the proceeds will be donated followed by a QR code that consumers can scan that will lead them to the organization's website.
Web Design (Web & Mobile Screens)
The Bee's Meads website was built using Adobe XD. I created both an shopping/e-commerce experience for consumers and areas of my website that explain the sustainable and activist aspects of my brand. A digital walkthrough as well as mockups are provided below to showcase the website.
web screens mockup
mobile screens mockup
Marketing/Promotional Pieces
A series of promotional marketing pieces were created for this capstone project as well. First, there are 3 flyers/posters that would be posted somewhere around Boston that showcase the product as well as the organization being donated to with the slogan of "Changing the world one honeycomb at a time." Then, there is a pop-up event titled "Buzzed in Boston" with a few components to be paired with that, as well as a few Instagram carousels and posts.
