Skyline vapor

Background

A previously worked on the logo for the company skyline vapour in 2014. However I was not commissioned to do a branding. The following project is a proposal I created using the same logo. The purpose of this of this project is to practice Brand Identity design skills. The brand expressed proposed here is not representative of the real company.

Process

To begin with I created my own set of company attributes and a design brief in place of an actual client.

The company is an e-cigarette company aimed at the late teens to mid twenties demographic. The company wants to position itself as a lifestyle brand within the higher end e-cigarette market. The brand therefore needs to have prestige while still maintaining a strong personal connection with its customers.

My design process involved researching this demographic as well as other brands positioned toward it. Once I had feel for possible directions I could go I brainstormed words and ideas that would evidently define the brand and it’s relationship with it’s consumers. After narrowing down the results I came up with this:

Bold

inspiring

Aggressive

High end

Quality

Sophisticated

Youthful

Modern

Urban

I then used those words to create 3 different style sets that would condense the brand into two attributes. The other brand attributes listed above will still be factored into the design however they’ll be less prominent.

1. Bold Sophisticated -

2. Aggressive Modern -

3. Bold Youthful -

My initial idea was to decide on a single style set however I used a combination of 1 & 2. The previous list of words made it’s way into certain aspects of the brand as well.

Final product

Skyline vapor print documents

Skyline vapors print assets do not include any photography. They instead follow through with a clean minimal aesthetic.The print assets give you an idea of how the extra colours three colours make the brand a little more interesting. The patterns are directly influenced by urban city architecture and cityscapes. This is play on the skyline aspect of the name. It also ties into the overall urban theme of the brand. The business card moves slightly away from the minimal style and more towards a bold approach. The approach was chosen because the business card is much to closer to print advertising and therefore needed to be more engaging.

Skyline vapor print advertising

Skyline vapors print advertising puts a heavy emphasis on the lifestyle aspect of the brand. The imagery includes well dressed, but not overly sophisticated, people within the target demographic vaping. I aimed to find subjects with outfits that's very urban and trendy. I coupled this imagery with very bold and forward/aggressive slogans and words. I felt this captured the idea of a lifestyle brand as lifestyle brands tend to focus on motivating and inspiring consumers. The photograph based print ads do not include the distinct brand pattern however they're set in urban areas to fit urban theme.

Skyline vapor web presence