Branding

Street Vertical Billboard

Ukiyo Wines

Logo, Slogan, Bottles and Wraps


Brand Promotion – Posters & Billboards


Bottle Wraps – Red, White and Rose


Leaflet Mockup - 3 x99 mm / Z fold

Leaflet Mockup - 3 x99 mm / Z fold

Leaflet Mockup - 3 x99 mm / Z fold

Ukiyo Tri-Fold Brochure – Flat PDF Images

Ukiyo Brochure

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Brand Promotion

I’m creating a brochure, ideally an A4 tri-fold to promote at events as handouts and informational material.

As I was searching for stock, I came across watercolour textures and strokes. This gave me the idea to use some form of tactile, ink imagery-aesthetic across the brand. Ink was historically created by the Chinese (Asian continent), the Japanese alike use this in their traditional ink wash paintings and calligraphy. Using this as a backdrop across the brand could be suggestive of the travelling, creative, fantastical nature of Japan. (Appealing to my audience!)

Brochure Designing


Above I’ve tested various fonts suitable for the brochure, I want something that complements the brush stroke logo and Quicksand font pairing. Using Quicksand didn’t look correct for the body content (Centre) and using script (Left) became illegible and messy.

I’ve found to use a sans serif font Cormorant Garamond (Right) (which suggests traditional and class) would be best to convey the elegant, refined nature of a wine. Also to make this work I used italics to give the handwritten touch of script fonts.

Cormorant Garamond Font – Regular and Italics

This is the grid system for my brochure, which I’ve divided into 3 columns (representing the tri-fold structure) and each has 3 inner columns.

1 Bottle = 1 Small Column

Each column is 1cm thicker than the last, therefore I’ve adjusted the next column on and so forth to measure to scale equally as shown above.

Brochure – Inner

Brochure – Outer


Initial billboard designs (top) to the finalised design (bottom), the white brush marks representing mountainous landscapes, before I realised the idea of ink textured backgrounds. Below shows the various stages of development from beginning to end, where I considered the background positioning to the content, logo and marque size against the tagline and positioning of the elements.

Bottle Wraps 2

For the white wine bottle, I’ve chosen a winter landscape, covered in snow to express the feeling of serenity and calm. The peaceful, pure connotative-meanings of white.

Gathering content and imagery to represent white.

White Wine Bottle-Wrap

Various elements are suggestive of my theme including a geisha’s cosmetics, the meaning of particular koi fish and cranes.

Various Images used for Red Bottle-Wrap

Red Wine Bottle-Wrap

The final edit has become a collective collage. The original visuals I wanted stemmed from the thrilling, cinematic illustrations by Tom Jung, the creator of iconic movie posters. They remind me of a compositional comic book.

Tom Jung Posters


Rose Wine Bottle-Wrap

White Wine Bottle-Wrap

Red Wine Bottle-Wrap

The wraps embody the spirit of ‘Ukiyo‘ (A Floating World) and harness the lust for discovery and travelling, enticing the millennial audience to not just taste but sense the flavour of new culture – literally unwrapping and discovering a new taste of wonder and innovation.


Billboard Ad

I plan to use Ad-Shells are to be used to promote the product in a variety of locations within the public eye. I revised the original poster from  Bottle Wraps, creating a more cohesive and evenly composed look. I again took influence from the movie posters above for the positioning of the bottle content.

Bottle Wraps

To create a premium and exotic look for my brand, I know I want to use a bottle wrap to stand attention in retail among other wines on shelf.

Below is a quick prototype mock up of what I envision, using Japanese paintings and their culture (as I stated before) I want to create a mythical realm of wonder that encapsulates the wine in an unfolding story.

  • Collect and compose a painting of various stories in Japanese painting, that possibly might be told across different bottles or sections of painting?
  • Directional/chronological order? (→→→)

Mock-up Prototype Concept

‘Japan’ Mood Board for Brand Design

Notebook

Sketchbook

Above I’ve begun to sketch visuals for the bottle wrap, which should form a composed landscape painting. I’ve compromised an idea taking inspiration from their religion and culture, relating the ‘painting’ bottle wrap content to the type of wine. e.g. Red Wine can symbolise war, lust and love, White represents peace, unity, a dove, a geisha’s makeup?

  • Painting as bottle design?
  • The subject focuses on a narrative and storytelling, so creating a landscape painting that unfolds across in chapters? E.g. Set of paintings, triptych

Sketchbook (Logo Design & Composition)

Own Landscape Design

I had a test at hand-making my own landscape painting design, using only pencil and colouring tools. After scanning I photo-shopped some relatable and perspective elements (Floral scenery, people). The result doesn’t grab the idea of an authentic, traditional landscape painting. Rather caricature, sketchy and unrefined. 

*Use a traditional landscape painting as a background, then paste in relatable imagery/content?

Background used for Bottle Wrap

Gathering Stock imagery for Bottle Design Flowers signifying Rose, Floral, etc.)

Roes Bottle Wrap

This result is much more rich in colour, style, finish and is suggestive of the Rose theme. I’ve photo-shopped in dancing people, cherry blossoms, fireworks etc. that represents the celebratory, youthful connotations of pink.

Bottle Wrap Mockup

Wine Branding Advert

Brand Name & Logo Development

The term and concept “floating world” took to me, and I’ve linked it with the millennial desire to travel and discover. I’m using the term to visualise an exotic and adventurous eastern world of desire and wonder, something that millennials would buy into?

Ukiyo → ‘Floating World’

(Translation)

Notebook


‘Ukiyo’ – Brand Name


“Ukiyo” Translation – Japanese

Font Testing

This is the Japanese translation, tested in different fonts.

  • I like the brush stroke-like appearance, a homage to oriental calligraphy
  • Perhaps complement this with type in English below? A small accompaniment translating the brand name

Sketchbook

Digitally Drawn Type

A digital rendition of the name, but I think I need to test drawing physically with brush, as I could achieve a more authentic quality, and possibility for happy accidents.

  • Lack of rough aesthetic
  • Requires a more ‘lifelike’ look

Oriental Seal Stamp

Dating back to the first evidence of use in AD 57 (Japan specifically), The East Asian Seal is a marque generally used as a stamp and ‘finish’ in terms of a signature on personal documents, office paperwork or art as an identification sign of ownership.

  • I was thinking of using the seal as a potential logotype for my bottle, incorporating the cultural heritage as a visual cue to identify wine origin.

The current ‘Uniqlo’ logo uses this seal concept,

Most Japanese have a name seal that they use with red ink to do things like sign official documents and open bank accounts. Seals come in circle, oval, rectangular, and square form, but the square form is traditionally used on works of art. By designing their logo to resemble a Japanese seal, Uniqlo further rooted its brand in Japanese aesthetics and continues the Japanese tradition of branding products with a red ink seal.

https://goldenninja.wordpress.com/2013/01/03/japan-branding-uniqlo-logo-design/


Paint Brush Marque Tests (Scanned)

I’ve tested with normal and calligraphy brushes writing ‘Ukiyo’. The best results came from the normal brushes, where I was able to vary brush width and pressure to gain more pleasing and varying asethetics.

As I used paint, the normal brushes (with larger quantity of hairs) held onto more as I wrote, whereas the calligraphy faded away and results in a faint, grainy effect (A lack of free-flowing lines which is what I desired).


To get the seal aesthetic I’ve edited the scanned images in Photoshop, colourising and flattening their appearance.

  • The thicker brush strokes are more appealing and what I desire
  • Negative or positive seal? Just one or variations for different contexts maybe?

New Revised Logo

Logo Adjustments

I used stock imagery to find grunge print textures, to be used on my logo to create the ‘seal’ look.

Testing different grunge textures

I’m composing the logo in a vertical arrangement, inspired and relevant to Japanese writing systems. (Also this composes well with bottle shapes e.g. Vertical-rectangle) 

I’ve decided on the two left variations, that have a rough edge, however still restrained to create a compact design. 


Font Testing

I’m wanting a font that contrasts with my authentic, print logo-aesthetic. I admire the top left, which reminds me of a 1980’s Japanese, business, IBM, Brutalist aesthetic.

  • The sans fonts look too contemporary for a main logo, almost too corporate for a refined-tasting drinking product?
  • Perhaps using a brush-like font is best, parallel to the rough looking logo print. (Kerned slightly to suggest a ‘contemporary’ aesthetic?

Initial Bottle Designs & Logo

Bottle Marque – Size Adjustment

The initial logo size on the bottle appeared to  be too big, creating an unbalanced composition between bottle and marque. I’ve corrected this to match:

(Marque horizontally aligns with top of bottle neck width = More composed)


I found a brush font that is stylised in a calligraphic manner entitled ‘Japanese Brush’. The original font was slanted too much to the right for my liking, almost looking distorted. I edited this, creating a more authentically written look.

↓ 


Quicksand font at +500 tracking along with 2 dashes in Permanent Marker, displaying a tactile look referencing Japanese calligraphy brush strokes. This creates a balanced position (squared-off) and holding its place amongst the Ukiyo logo.

Also I decided to only use the negative marque variation, as this displayed a more cohesive and best similarity to a ‘seal’. Also as the positive variation had too many elements that didn’t work in composition.

 

Finalised Logos

Japanese Culture

Japanese culture is multifaceted and complex, the Western world idealise them as samurai warriors and geisha’s etc. However the country has evolved greatly over millennia from religion and ancient traditions to contemporary urban life.

For centuries, the Japanese were isolated from all contact with the outside world (Sakoku), which resulted in a confined society, and consequently developed a unique and particular culture.

Key attributes extracted for this brief include:

  • Painting

Influenced by Chinese painting, the Japanese developed a more naturalistic style that allowed “greater spontaneity and individuality”. They mainly depict scenes of daily life, narrating events usually crowding with figures, which happens to be passed down into contemporary culture notably ‘Anime’. There are many conceptual variations of painting, most notably is the Ukiyo-e, a style created by woodblock printing. (Ukiyo means the floating world) They painted the popular customs and idealisms of the current time such as famous persons, beautiful women, folk tales, landscapes and even erotica.

Maybe creating an unconventional, crude brand idea would turn people onto it? Using the idea of “a floating world” into a fantasy for western interest.

*Millennials are attracted to new and evolving concepts

Ukiyo-e Painting

  • Pop Culture

Popular culture can be defined as youth culture, as they are at the centre of current trending developments in Japan today.

Interestingly post WWII, the now internationally famous character ‘Godzilla’ was created out of pacifism and war opposition. He is said to be a metaphor for nuclear weapons and the atomic bombings of Hiroshima and Nagasaki. In the original movie, he is a peaceful being created through the atomic experiments and mutation, however turned into a monster from the effects of the war.

Atomic Age would most likely turn people off the brand?


Interesting concept of today’s youth culture, blurring the boundaries of tradition and social constructs (Perhaps bring into branding?)


http://www.commisceo-global.com/country-guides/japan-guide

https://en.wikipedia.org/wiki/Seal_(East_Asia)

http://afe.easia.columbia.edu/at_japan_soc/common/all.htm

http://char.txa.cornell.edu

https://doyouknowjapan.com/painting/

Japanese Scroll (Google Image Search)


  • Religion and philosophy largely divides the East from the West, which gives this impression of two wholly different worlds (Shinto and Christianity) This creates the “different taste” and life that millennial’s want to discover?