The initial sketched explored ways the word can be manipulated through layout and image to best translate its meaning. Communication of the concept is important for the success of the brand.
Refined logotype considerations:
Final 3 presented for peer critique:
1. 
2. 
3. 
Feedback and final decision
- 3 is most elegant and feminine for target audience
- 1 resembles too much of a battery / power style company
- Can see 2 in the market / on oxford street
- 3 is subtle
- Like the outline idea to reduce print waste
- good linkages and use of concept through type
- 3 is most inviting
Colour palette
The colour wanted to be as minimal as possible, using only black or white when necessary for the branding. Colour could then be applied when necessary with the fashion photography and advertisement schemes.
Imagery
The design experimented with digital drawings of earth to see how the brand could visually depict its healthy environmental goals.
Social Media Gif
Lo-fi style experimental design depicting an idealistic world vs its destruction for digital use - rejected as wanted to stay positive and influential not silly
The motion graphic then looked at more ambiguous ways of presenting this idea. However after peer review it was clear these looked significantly too unprofessional to feature in the campaign.
It then started again, looking to remain as minimal as possible. The outcome is a nice touch and could be used on for instance, 'Earth Day' to promote the brand with discounts and so on. The malleability of this concept means the design can keep up-to-date with current trends by simply changing the background imagery to relevant depictions, colours and shapes.
Poster design
Looking at type layout and colour options - inspired by 'I shop therefore I am'
Images could then be a=layered underneath with the text taking away from the image and so on.
After this was trialled it appeared too unclear and messy. So another approach was needed to be sought after.
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