Bone Broths / Live Brief / Logo Development

EXTENDED PRACTICE
BONE BROTHS.
LIVE BRIEF


Over the Summer I was approached by someone over Behance after publishing a couple of my projects on the site. Mr. Mares contacted me to enquire about some design work that he needed for a new food company name Bone Broths.

At first I was a little apprehensive on the legitimacy of this job (but I think this was bread from past experiences). However I was pleasantly surprised when I started talking to Nick about what they were looking for as a company.

He explained that the company is a brand new set up, so I decide to ask a couple of questions to gage a direction of how this company wants to be seen and what they are all about.


These are the questions that I sent:

- What is the name of your company? 
- Describe the values you want your company to convey? 
- Who is your target audience? 
- What makes you different from other brands on the market and what is your unique selling point? 
- Do you have any preferences in colour or aesthetic? 
- For the logo aspect, do you have any examples of existing logos that you like? 


These are the answers that I received from Nick:

-The name of our company is Bone Broths 
-We are an organic all natural company that only uses quality ingredients when making our broth 
-Our target audience are the health conscious folks especially the paleo community 
-There currently is no one on the market offering beef bone broths, we will be the first 
-We do not have a preference in color or aesthetic 
-As for the logo, we are new to all of this and don't have anything specific in mind. We want to present ourself as a "prestigious" brand that offers high quality broths.


I explained to Nick that this would allow me to gain a focus for their company which will help to feed into possible aesthetics.

I also asked about whether or not they had a vessel for the broth in mind or whether or not this would be something they would also like me to look into.

I also decided that it would be a better starting point for me to focus on the logo first so we would then have something to work from and around when figuring out a packaging solution.

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INITIAL IDEAS

I started to think about what could be relative to the subject of broth and I immediately looked at home cooking as broth is usually something that is taken from the remains of meat after they have been cooked for another meal. The remains are usually accompanied with some veg.

'Broth is a liquid food preparation, typically consisting of either water or an already flavored stock, in which bones,meat, fish, cereal grains, or vegetables have been simmered.^[1] Broth is used as a basis for other edible liquids such as soup, gravy, or sauce. It can be eaten alone or with garnish. If other ingredients are used, such as rice, pearl barley or oats, it is then generally called soup.'
SOURCE



RELATED ITEMS.

Pressure cooker  /  Large pan
Sieve 
Ladle
Carrots / Onions / Celery
Beef / Cow / Grass
Cooker / Simmer / Bubbles
Flame / Heat
Apron
Herbs
Bone



Below are some of the sketches I made through initial ideas.

Because of the natural and organic nature of the product I thought that having a hand rendered feel would suit this persona so I started to play with this concept.

Because of the fact that the brand wants to be presented as 'prestigious' I thought the idea of a crest would help to carry this theme across how ever still look modern and approachable swapping, what are usually weapons, with items used to make broth as well as what the broth is made from. This approachability is made from the humour.

Because I felt that the bone in the previous designs may come across a little grim, I decided to make a similar design however with two ladles. I actually like how they almost give the impression of horns.

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LOGO IDEAS

Like I was still a tad suspicious of the legitimacy of this job and whether or not it would go all the way, I think that the people at the Bone Broth company were also a little wary of my legitimacy as a designer.

I originally asked for 50% of the quote upfront, however because I felt that they wanted some re-assurance (as I understand that I am still a student and not a known designer) I decided to send over the sketches. 

When I sent over the sketches and made sure they were water marked with my logo and also had a copyright sign incorporated.

The guys over at the bone Broth company were very please with the initial ideas and sketches that I had come up with and, I think realised that i to was series about taking up the job.

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DEVELPOMENT

There was a slight delay in the payment so I didn't do anything else on the job until I knew that the upfront payment had been made. About 2 weeks after this they finally made the payment after they had to jig around a few things with in the business.

From the logo ideas I sent the company actually chose one from the bunch which I was sup prised at as I thought they would have liked to see some more alternatives. However they really really liked the one with the bone and ladle in the background and asked if I could work with this one.


Once the money came through Nick also made some request on a slight change in the name of the company. So now, instead on Bone Broths, They wanted to have the name as Bone Broth Co. This is something I said that I could change while digitalising the logo and wouldn't be a problem.

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NAME CHANGE

Nick informed me that they have changed the registered name to 'Bone Broths Co. This is something I will have to alter with the logo design they choose. I let Nick know that this wouldn't be a problem as I hadn't finished digitalising the logo anyway. I don't feel that this name flows as well as the previous but this will have to be worked around.

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DIGITALISATION OF CHOSEN LOGO

I scanned in the chosen sketch and started to re-construct it digitally.

I actually had difficulties when trying to digitalise this sketch, use because I could not seem to achieve the same qualities that the original sketch had. Also the change in the name effected the balance that the original logo. Due to these issues I had to rethink this design a little.

I started to look at different ways of presenting the logo while still in-keeping with the original but I really wasn't happy with the outcomes.

 I started looking at applying more detail the bone and ladle to try and add a texture and quality to the images in order to make them more suited to the theme and aesthetic the company wished to achieve.


Adding more detail give the imagery more character and feel which I felt enhanced the original shape a lot more. I added the same aesthetic to the ladle to make them cohesive. Now I felt more satisfied with the imagery I started to look at adding the type.

I had to make sure that the crossing of the town icons was balanced and even so that the logo appears straight and so that I could add the type to the middle and have it look as though it belonged there.

I still wasn't satisfied with the over all look. The digitalised logo didn't look like the hand-drawn original. I looked at a few different ways I could add in some different styles of type.

 I felt this looked a little to sporty for a food based company.

I also looked like at taking away the bon like I ha done in some of the original drawings just to see what this would look like in a digitalised state.

I muchly prefer this type 'Bebas' as it is thinker and more prominent. I had to add in co. to the bottom which i think spoils the over all look but I have to comply with the clients wishes.

( I had forgotten to add the s on the end of Broths, but this was corrected after the initial putting together of the digitalised logo.)

Im not sure why I couldn't get the logo more like the digital version for some reason I found it really hard in the digital format. The name change obviously lathered the shape and balance of the logo to. I and happy with how it eventually turned out though, but i think i need to make the weight of the imagery a little heavier to match the heavy type to.