Antibacterial Bamboo Makeup BagsCompany Brandbook

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AntibActeriAl bAmboo mAkeup bAgscompAny brAnd book

Jess gordon

september 2010–January 2011

Ferris state university

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Senior Project: SPecialty ShoP

one of our biggest senior year projects was to create a concept for a specialty shop and then to design everything for it. i had to think about where our shop would be located, what type of product they offered and who the targeted market was, and how the store was arranged. From that information, a logomark was created, as well as the guidelines for its use. After that was established, the business system, packaging, interactive online elements, and environmental graphics were all designed. this book is the outcome of that work and also explains the process i took to get there.

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table of contentS

brand introduction 9

the name 10logomark 10positioning statement 11shop profile 11mark strategy 12logo Variations 13type strategy 14correct usage 15

aPPlicationS 17

letterhead 18Word processing 19envelope 20business cards 21paper specifications 21brochure 22Avatar 23products 24nameplate 25Fabric swatches 25packaging 26shopping bag 27Website 28iphone Application 30environmental graphics 32

ProceSS 35

initial research 36naming the shop 38the "Final" name 40Journal photographs 42sketches 46

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brand introduction

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brand introduction

ShoP name: bamboodle

logomark

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PoSitioning Statement

the only eco-friendly company that produces anti-bacterial makeup bags for green-living and health conscious women in Holland, mi who want to make a difference the their world during an environmentally aware era.

ShoP Profile

customer

the targeted consumers of this product are women already taking advantage of the unique downtown Holland shopping and cultural experiences. she would be anywhere from her early 20’s to her late 30’s. some of the other activities and interests she has could include traveling, blogging, cooking, thrift shopping, family and close friends, art, and community projects and events. An important aspect of her life, in areas of fashion and home decoration to everyday products and appliances, is that function should go hand in hand with style. she would purchase makeup bags from the store because it is a unique product from a local business. it makes her everyday routine of applying makeup more hygienic, as well as being a trendy, “eco-chic” product.

location and Shop character

this shop is be located in the downtown Holland area, where there is already a large selection of specialty shops along 8th street. it is a one way street, with about 40 different stores on each side of the street. there are only 3 chain stores; everything else is either independent or has only a few other locations, which makes for an unique shopping experience. because everything is along the one street, or just off from the main street, it also makes for an enjoyable shopping experience.

the store itself has a friendly, laid back and relaxed atmosphere. instead of trying to seclude the shop from the external environment, it is an extension of the downtown Holland shopping experience. the decorations and general feel of the interior include trendy elements as well as offbeat and eclectic additions. the exterior of the shop comprised of window displays to give consumers a peek of the what they find inside, but leave enough window area to look inside as well as out, contributing to a continuous feel of the environment. the bags are be displayed by style, separated on an elevated shelving system; the main example of that bag style is on the highest tier with the bags that you take to purchase packaged and sitting below. there is also a large shelf unit to display all the fabrics and styles together, creating a color and texture rich focal point.

Products

the main product sold is the antibacterial makeup bag. this can be expanded later to involve other hygienic yet sustainable products, like antibacterial sprays, makeup brushes, and cleansers. there are a few different shape collections, with bags of different sizes and they serve slightly different functions. bamboo fabric is be the main textile used in the bags because of its sustainability and natural antibacterial properties, and a wide selection of fabric color, pattern and weave can be chosen. other details such as trim and zippers add to the visual appeal and uniqueness of the bags.

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brand introduction

mark Strategy

icon

the color and shape of the icon was inspired by chinese chops, which are stamps or seals used in place of a signature. the ink or paste used with the chops was made primarily from cinnabar, giving the image a rich, red color. the stylized image of the bamboo was chosen because the product’s two main selling points, being made from a sustainable resource and being naturally antibacterial, stem from the bamboo fabric used to construct the bags. rather than a realistic representation of bamboo, a looser image was chosen to again echo the feeling of a chop, which were often carved and then printed by hand.

logotype

A typeface styled after handwriting was chosen to display the shop’s name because it related back to how personal of an item a chop is. this particular typeface is a very curved and looped style and compliments the rounded, uneven shape of the icon.

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logo VariationS

logomark options

logomark, icon without text, black and white logomark, black and white icon, and 80% k logo

logotype options

logotype in pantone 446, 100% k logotype in pantone 032, pantone 446, pantone 362, in a 50% screentint

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brand introduction

Shelter MeABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghi jk l mnopqrs tuvwxyz

Frutiger roman

AbcdeFgHiJklmnopQrstuVWXyZ

abcdefghijklmnopqrstuvwxyz

frutiger bold

abcdefghijklmnoPQrStuVWXyZ

abcdefghijklmnopqrstuvwxyz

tyPe Strategy

there are two type families used throughout the brand. the typeface styled after handwriting is shelter me, and Frutiger is the type family used in most applications of the brand.

Shelter me

this typeface is used in the logo. When the brand name is used in this typeface, it must appear just as in the logomark. it also can be used in to highlight single words or short phrases, such as the main navigation links on the website.

frutiger

Frutiger roman and bold are the primary typefaces. they are the only two within the Frutiger family that can be used within any brand publication. Frutiger was chosen because it is easy to read, even at a distance. it is a san-serif typeface, which lends a clean aesthetic to the design and compliments the more hand-crafted feel of the logo.

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correct uSage

minimum Size

full logomark: no smaller than 1 inch wide icon: no smaller than .5 inches wide logotype: no smaller than 1 inch wide

clear Space requirements

icon: height of the ‘b’ of bamboodle. logotype: height of the ‘b’ of bamboodle

color and restrictions:

Approved Color Palette: 1) pantone red 032 cmyk 0 90 60 0

2) pantone 446 cmyk 67 60 59 44

3) pantone 362, 50% tint cmyk 49 0 57 0

Color Restrictions: 1) the icon can only be red, never any other color.

2) the bamboo inside the icon is always white,

never any other color.

3) When inside the icon, bamboodle is always

white, never any other color.

4) When outside the icon, bamboodle can be any

of the colors within the approved palette.

pantone 032

pantone 446

pantone 362, 50%

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aPPlicationS

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letterhead

the back of the letterhead is printed with one of the four fabric patterns.

aPPlicationS

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Word ProceSSing

the copy used on the letterhead has a top margin of 3.17 inches, a right and bottom margin of 0.5 inches, and a left margin of 2.875 inches.

3.17 in

0.5 in

2.875 in

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enVeloPe

the interior of the envelope is printed with the “bamboo” fabric pattern.

www.bamboodlebags.com

24 East Eighth Street Holland, MI 49423

aPPlicationS

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buSineSS cardS

the back of the business cards are printed with one of the four fabric patterns like the letterhead.

PaPer SPecificationS

the paper that is used for the business system is cascades rolland opaque50 bright White smooth. it is made from 50% virgin pulp and 50% post-consumer waste. it also has tiny darker bits in the paper, giving it a very subtle speckle effect.

letterhead: 100 lb text envelope: (must be converted) 70 lb text business card: 100 lb cover brochure: 120 lb text

heather reddfield manager/owner

24 east eighth street Holland, mi 49423

t 616.392.1111 f 616.392.1112 e heather@bamboodlebags.com

bamboodlebags.com

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brochure

this brochure is picked up in store. it serves as a catalog of the products and as an order form for customized makeup bags. it is an 8 page roll fold.

outside spread of brochure

inside spread of brochure

aPPlicationS

aPPlicationS

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aVatar

the avatar plays on the fact that bamboo grows very fast. so in the animation, both the bamboo and then the logotype “grows” into the final logomark. First, each of the three bamboo segments grows one at a time, starting at the bottom. When the bamboo has finished growing, the logotype starts growing, each letter at the same time, straight up until it is done.

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aPPlicationS

ProductS

there are four bag styles and four fabric styles. they can be combined in any combination, resulting in 16 different bags. there are also several zipper and trim options, giving customers even more variety.

the four styles are rounded, box, clutch, and Flat. the four fabric patterns are overlapped, bamboo, cascade, and motif.

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namePlate

the nameplate on the bags is made from a flat piece of bamboo. the logomark is burned into the bamboo, and the piece is sewn to the makeup bag with red thread. depending on the style and dimensions of bag, the nameplate size changes to fit the bag proportions.

fabric SWatcheS

All of the fabric is made from 100% bamboo, but there are different weaves and patterns printed on the fabric. there are four different fabric patterns, and each was created using a part of the main logomark. cascade and motif both use the "b" from bamboodle, while bamboo used the stylized bamboo and overlapped uses the rectangle shape.

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aPPlicationS

Packaging

the makeup bags are packaged in cardboard sleeves that allow most of the bag to be seen. there is a die cut on the front panel of the sleeve for the nameplate to show through. the back panel of the sleeve explains the company and the product, as well as the style and dimensions of the bag. the sleeve is printed on thin corrugated board with a translucent red ink to allow the texture of the cardboard to come through. All the copy on the packaging is printed in pantone 466.

style: small standard cosmetic bag

dimensions: 6½ x 4 x 2 ½ inches

We strive to think differently at bamboodle and that creative, critical philosophy brings you earth-friendly and sanitary beauty products. living green is just as important to you as it is to us, and no one wants to sacrifice style to be environmentally conscious. now, you don’t have to.

these are the first makeup bags made from bamboo fabric, which is naturally antibacterial and durable; not to mention is derived from a sustainable natural resource. bamboodle bags are the fashionable way to reduce your carbon footprint.

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ShoPPing bag

After making a purchase at the store, the order is placed in a brown paper bag that has the logomark printed on it, with a red band at the bottom. the ink is also translucent so the texture of paper comes through.

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aPPlicationS

WebSite

on the company’s website, the customer can use the feature to customize their own makeup bag with the style, fabric and details they prefer. From that screen, they can place an order for the bag. if they want to purchase a ready made bag, they can also view that section

order Form

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aPPlicationS

iPhone aPPlication

the iphone application features driving directions and the option to place a custom order. the driving directions are important because there is only one store location. customizing a makeup bag is made easy with the options all icons of the fabric swatches, bag style, and detail options.

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aPPlicationS

enVironmental graPhicS

employee nametags

each employee gets a nametag to wear as part of their uniform. it is cut out in the shape of the logomark, and it the same, except where the store name usually is placed, the employee’s name engraved there in shelter me.

eye Pencil Sharpener

After a customer spends $50 on bamboodle products, they recieve a eye pencil sharpener. the icon and logotype are printed on the cover.

compact mirror

When the customer has spent $100 in the store, they are given this mirror, with the logomark on it.

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bus Stop Sign

this ad would be displayed at the bus stops in grand rapids. because Holland is such a short distance from grand rapids, the advertisements would attract customers to the area.

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ProceSS

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ProceSS

initial reSearch

choose a Product

When we were given this project and told to come up with what our specialty shop was, i knew i wanted to do something makeup related. one of my biggest makeup pet peeves is a dirty, grimy makeup bag. i did a quick google search to see if antibacterial makeup bags existed. they did but the price tag was well over $200. because of that, i decided that antibacterial makeup bags have enough of a niche market to develop a specialty shop to sell that product.

bamboo fabric

i had to figure how the makeup bags would be antibacterial. i started looking at chemical sprays that would be applied to the fabric. However, i didn’t like the fact that after about 10 washes, the spray would have to be reapplied. While researching antibacterial fabric, i discovered bamboo fabrics. bamboo has a natural component called kuhn that makes the plant naturally antibacterial. When it is made into fabric, it retains this property. bamboo is an excellent option for textile production because it is one of nature’s most sustainable resources and grows easily without the use of pesticides like most plants grown for fiber need.

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holland Shop research

At the beginning of the project, we were required to go visit an area with a lot of specialty shops. We were supposed to take pictures and observe how the shops were set up, what they offered as products, and basically draw inspired for our own specialty shops.

From tip toes i got the idea on how i showcase the products. they had a stand where all their John deere tractor toys where displayed. the top tier was the smallest, the middle tier was wider, and the bottom tier was widest and held most of the toys. i liked that the top tier had the most emphasise, and thought it would be a good system to show an example of a bag and then offer the same bag packaged for sale beneath.

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ProceSS

naming the ShoP

before we could settle on a name for our specialty shop, we had to brainstorm a list of at least 100 names. i pulled ideas from bamboo, popular phrases, the uses and features of the product, latin, french, and scrambling letters from words.

the final ten

After we came up with our list of 100, we had to pick our favorite ten:

Face case mosotony Vertos mosomaq black & White & green tippy top bag shop kit & bamboodle bag-A-boo bamboozled Happy satchel baganti Abati

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ProceSS

the “final” name

the final name that i picked for my shop was kit and bamboodle. i wanted to include bamboo somehow in the name because it is really how the product has all the features that make it unique. i liked that it was a play on a familiar phrase, and how "kit" referred to a makeup bag.

Why the name Was changed

i worked with kit and bamboodle for a long time as my shop name. However, i ran into a lot of problems with it. because of its length, it was a very strong horizontal element and my logomark was a very strong vertical element. the two were impossible to get to work together, whether it was inside, beneath, above, or beside.

Another drawback to the name was because it was a play off a popular phrase, kit and caboodle, it was tricky to pronounce. everyone either said kit and caboodle first, or they really had to think about what they were saying before attempting to pronounce it. therefore, after a suggestion from my professors, i shortened the name to just bamboodle. it is much easier to say and it was much easier to get the shorter word to work with a vertical logomark than the previous long phrase.

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journal PhotograPhS

holland reSearch

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PoSitioning Statement

100 nameS

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journal PhotograPhS

final 10 nameS

bamboo reSearch

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mood boardS

100 logo thumbnailS

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SketcheS

comPuteriZed thumbnailS

hand-Painted logo SketcheS

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amPerSand StudieS

logotyPe iterationS

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SketcheS

icon StudieS

logomark StudieS

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logomark iterationS

book Planning

Jess GordonSeptember 2010–January 2011Ferris State University