Redesigning a brand from start to finish

okay we are back with another design video today and round two of me going into my house picking a random object and completely rebranding it let's go [Music] okay we are in the house and i am joined by a very special guest i'm gonna pop this camera down and i am gonna go and run around for one minute find what objects i can find and then i'm gonna pick one object okay back and i've got three different objects we've got some canadian maple syrup got to be glued hairspray by squawks i can never pronounce this squash cup i have no idea that one maybe not and we've got some extra chewing gum all right i'm i'm picking this one maybe i'll do like a maple syrup or something on another video but chewing gum might be quite cool okay let's go okay so we have got our wriggly extra chewing gum and i'm so excited to rebrand this this is just such a random object that i don't even think i would be able to think of to rebrand um wrigley's is so small why is it so small i think i'm just gonna scrap the wrigley's name and actually just call this extra leave it nice and short because i feel like wrigley's just ruins it so really sorry wrigley but you're gone you're cut okay so the first step of our process of rebranding extra is going to be researching chewing gum competitors finding out what target audience i want to rebrand this to and then we're gonna start making our pinterest board and mood board and really figure out the creative direction for this brand okay so i've been doing some research into wrigley's extra competitors and i've learned that wrigley's owns a lot of different chewing gums we've got wrigley's double mint wrigley's airwaves there's so many different ones that i didn't even realize that came under the same realm um but i did find trident i remember trident gum i swear this was the one that you would chew and there would just be like this burst of flavor try the sauce gum could this be a delicious option but i've just noticed that a lot of the brands are very similar they all kind of look the same so i am wanting to completely go away from the norm and make a really cool chewing gum brand okay so before we start the mood board i'm just going to say that my target audience is between around 16 to 26 year olds so we're going for the younger generation so for this mood board i've put together i've created lots of fun images and sort of figured out a creative direction for this brand so this includes the photography direction we've got the inclusion of people chewing gum blowing bubbles etc which makes it look really fun the packaging to show the fun and bright side that we're going to take this brand in we've then got some textures like the mint leaves and the gum and then we've got the typography direction which i feel like i'm going to go down the sort of bold display route and i'll explain why um next and then we've got the color palette which sort of just comes together through all of the images so i have now made a mood board in adobe illustrator if you want to learn more about mood boards i have done a whole process on this so make sure you go and check out the previous video on mood boards so the reason that i've done this is to really sort of tighten down on the creative direction and give myself a better idea exactly where i'm going to take this brand so the next step now is finding the perfect typography for this brand and i know that i have such a good collection of fonts in my font library but i do get a lot of questions asking where i get my fonts from so there are four places that i mainly use the first one being envato elements which is my absolute favorite place to go i literally talk about them all the time um and there is a link in my description if you want to check them out next is google fonts which is really good they have some really good free fonts on there um i use creative market if there's a specific font i want that isn't on envato i will head over to creative market and the last one is adobe fonts too okay so we have our six fonts that i've chosen now and i'm gonna go through them and whittle it down to just one hopefully anyway so the first one that i've got is naretto sans regular and i love the r on this this one could go really nicely into the a and i love how thick this font is it just i think it's gonna work really nicely so we're gonna keep this one in next is the tide which is just beautiful it's really thick and i kind of thought it looked like teeth so putting it above each other i don't know it just reminds me of teeth that that makes sense so i kind of like it so i'm gonna just keep that one in um i do love like the thicknesses of different letters it's kind of bubbly it reminds me of the john mayer in my mood board next is this beautiful font i love these sort of stringy bits in it it does remind me of like when you're pulling chewing gum out so i like the different thicknesses in there so this might work really nicely with the top one so i'm gonna keep this one in maybe the e as well actually reminds me of teeth or it kind of looks like a woman's body i don't know i'm getting like maybe if i turn it around the other way it kind of looks like teeth i don't know does anyone else see this or is this just me i don't know well i'm gonna leave it in because i really like it um so the next one that i have got is glendale bold this one i don't know why i chose it i kind of like how sort of wide it is like i said your teeth can be pretty wide i don't know i'm kind of not vibing with it now compared to the others so i'm gonna get rid of it it's gone next is another bold font which is what one is this called it is blackmon so this one is black mode black mud i don't know it looks quite nice um but comparing it to the other thick font i feel like the other one works well so we're just gonna get rid of it last one is the malbec and i was really attracted to the r the sort of loop that's definitely a thing that i think i'm going to use for the next part when doing the logo um it's kind of a bit thin for what i'm wanting so it's gone it's gone right so we have three now um i don't know looking at the middle one is kind of too much um and i feel like the bottom and the top one would work really nicely together so i'm just gonna get rid of it i think that i don't know if that was bad but i don't know maybe we'll just i feel like combining these might work really nicely these sort of stringy bits and then having like a really bold part of the font might work well and sort of having them above one another works really nicely um maybe i don't know yeah we'll do both of them why not i haven't done that before i don't think so we'll we'll just do that okay so let's get straight into it with the logo design process so the first thing is manipulating the typography like i mentioned i want to combine these two fonts and sort of use letters in different ways so i will mix sort of the r and the a and then i'm going to use some stringy bits as well to remind you of like when you pull chewing gum out it just creates that really nice stringy bit so hopefully this will work so the first thing i'm going to do is outline all of the text um and then i'm going to sort of arrange which letters that i want to use so i'm going to take the e um i'm going to take away the t and the r and add that to make it sort of the bold version and then i think i'm going to leave the x and the a as the other font because the a has a really nice arch and the r can go into the a really really nicely so i'm just gonna carry on and do this i'm just gonna move the t up um because it is a little too wide and i kind of like the negative space it reminds me of like bucked tooth you've got like a gap so that works really nicely next i'm gonna sort of go into manipulating the a so i'm just using the pencil tool and i'm sort of drawing where i want the line to be um and really sort of making it look like the r is going into the a making it like a stringy bit if that i keep saying for any bit it sounds really bad but yeah the stringy bit is the chewing gum so i'm just using the pencil tool and then i'm just going to sort of smooth it out with the smooth tool make sure it looks sort of all right and it flows nicely into one another that actually worked really well and the r and the a i love the arch on the and then it sort of goes back on itself that looks really really nice so it was a good idea and it worked really well next i'm going to move on to the e so for this i had an idea of actually sort of manipulating it again with the pencil tool to look like a sort of wave you know like when you put toothpaste on even this isn't a toothpaste brand but you do get that recognition with when using mint and obviously sort of teeth and when you're brushing your teeth so the top of the e i'm gonna make it to look like sort of toothpaste when you put it on your toothbrush so i'm just going to sort of take the pencil tool the smooth tool and use the direct select tool to get it to exactly how i want it it is a little bit fiddly and it doesn't always go right first time but we're gonna do that so the e is now done and you know what with the sort of wave of the r and the a it actually fits really really nicely so i'm glad that i've done that so it is looking a little plain on its own so i thought of the idea of sort of using gum as well so it can be extra gum um because extra on its own you kind of don't really know what it is so i'm just gonna add gum in um and change this to extra gum so once again i'm actually going to manipulate the typography i'm going to use either the g or the u that is different to the current typography um actually i'm going to use the u because it looks like a tongue i don't know if anyone else sees this but it actually works really really nicely the negative space looks like someone doing that which i didn't even intend to do but it looks really nice so i kind of just need to make this a little bit smaller now um so i'm just using the direct select tool to sort of move the letters in and then i'm just going to smooth out the area and sort of make sure that it looks okay and as if it was like that originally so that is now placed there and i'm going to get some rulers make sure all of the bottom parts of the typography are sat on the baseline and all lining up with one another which it currently isn't the u was slightly going over um it's just good to make sure that everything is in line so i'm just doing that and everything looks pretty much i'm just going to change the r because that is up slightly it's little tweaks like these can actually make a lot of difference so make sure you are checking with your rulers okay it is looking pretty good i'm excited to sort of see the direction of the brand now that we've got the main logo done next we're going to dive into creating the logo mark and i really want to use the e um this is going to work really nicely obviously it's called extra and i really want to get a sort of circle involved in this just to show like when you're blowing a bubble um i wonder if i can blow a bubble let's see if i can do this i haven't had chewing gum in ages i used to be really good at blowing bubbles so really minty jesus oh spearmint the big the big moment we've been waiting for no that was awful i'm gonna get a big one hold on that was pretty good right last one no not very good at that getting into the work this is really helping me understand chewing gum more right let's get straight into i'm going to have to take this out because otherwise i'm going to be speaking and chewing gum which you guys don't want to see done it is gone right so we're going to get straight into the logo mark and i want to use the sort of bubble i just want to get like a circle around it to sort of remind you of sort of blowing a bubble okay so i'm just going to take i love using the pencil tool you'll see this a lot but i'm just taking the pencil tool and i'm really sort of going around and creating my own sort of curl to it if that makes sense and it fits in really nicely with the original e you've got to trust the process when you're drawing things like this because it might look awful to begin with but there are tools that can make it really really nice like the smooth tool the smooth tool is just probably my favorite tool because it makes you look like you've created something perfect when you will see this process that i is just it's not great so i'm just using the pencil tool still to get the shape that i want and then i'm going to go into the smooth tool and we're just going to smooth the lines out it makes it look like it was perfect and you created the perfect line and i'm just going to get that to exactly how i want it but it's created a really nice shape okay she is looking pretty and it that wasn't what i kind of had in mind but i really like it and that e can be memorable and it looks distinct and i like how it's kind of like being blown like the bubbles being blown out of your mouth and it kind of reminds you of that stringy bit that i was getting in the main logo so it all ties in really nicely with each other i'm actually enjoying this process so much i think it's because it's just a random brand that i would never think of so sort of pushing yourself to do brands that you wouldn't normally do it really excites me and i get such like a thrill out of it is that sad anyway next stage is we're going to find some beautiful colors so normally when working with clients i would do the mood board stage and provide them with sort of some colors that we may use within their brand but for some reason when i come up with my own brands i kind of like to do that after the logo stage so it will still come back to sort of the colors within the mood board so i'm definitely going to go for the greens maybe like the black or like a darker green and just keep it to the minty color i did have a look at some packaging of some other brands and a lot of them do use sort of the green obviously on the packaging here we have got the green and sort of the blue don't know either i'm going to use blue or not i kind of like keeping it to the green but at the moment this to me is too green like we want to go down the sort of minty minty lime is that is it lime i don't know a minty sort of color um and really just make it sort of towards my target audience add in like a really nice bright color um and just make it look better than what this is okay let's go and add some beautiful colors into this beautiful brand so i am picking some colors from my mood board we're gonna go for a sort of darker green a really pop of color green and then we're gonna go for a sort of paler green just to give it some contrast while sticking to the green these colors are gorgeous so hopefully they work really nicely to each other they do you know what this is what i wanted to achieve in my head i had no idea of the colors but this is the one i want to go for so i'm just gonna sort of put all the logos and the logo marks into these colors make sure it works well and then i can crack on with the rest of the brand can you tell my mood just like instantly lifts even though i was in a good mood anyway but as soon as i add color in i'm like girl she is just she's just beautiful color is life like i'm addicted to finding the perfect color palettes that just complement each other really really well and already this is looking like a hot chewing gum brand and i'm just yeah i'm here for it so let's just take it back um i have now gone and chosen some photography elements i feel like it was missing that photography bit that i just wanted in there so i've gone two pexels and found some really nice images um i've got some black and white images which i think contrast really really nicely it makes the chewing gum and the teeth look really really white which is what we want to achieve we want to make sure that we are sort of drawing your eyes to the parts that we want so the chewing gum the teeth and it sort of contrasts between the green colors as well so maybe this can be this brand's thing that all of their images sort of on their instagram feed on the adverts or whatever are in black and white and then the rest of the colors come from the branding just an idea but i feel like that would work really nicely so i'm going to use this sort of photography throughout this brand talking about photography i'm actually going to interrupt my own video by saying that this video is kindly sponsored by skillshare so they are an online community for creators just like us so i have actually been on a mission recently to have a brand photo shoot and this is something that i have never done before and i had a look on skillshare and actually found some really useful classes to do with sort of brand photography brand photo shoots so on skillshare there are tons of classes that you can pick from from photography design business tips whatever you're looking for as a creator they will have a class on it so i recently took the portrait photography class by jessica kabisi and it taught me these sort of fundamental things to photography so she is a photographer and it sort of made me understand sort of what shots i would need when doing my brand photo shoot and it just really gave me an idea into the background of it and the good thing about these classes is that there are no interrupted ads when you're watching it and lots of new classes that they bring out so if you are wanting to take some classes then i have actually teamed up with skillshare to give the first 1000 of my subscribers one month which is 30 days free for taking any class that you want so make sure you click the link in the description of this video so you can get your 30 day free trial and let me know what classes you take okay so now we're gonna move on to a really fun part um i've just got an image from google which is of the rig leaks extra just the packaging so instead of the tub um you can obviously get the packets as well and i thought of a really good idea so normally i would create mock-ups for this but i thought i would make my own cartoon ones i haven't done illustrations in ages like in a while so this one is really gonna test my creativity and really just see if i'm able to draw a chewing gum packet and make it look really fun and funky and i feel like that would suit the target audience it being a little more cartoony down to earth and i'm excited to just try it out so we have got a look at the packaging and i'm just gonna kind of make my own turn it into 3d things so i'm just getting the rectangle box and making the corners sort of curved by just using their direct selection tool and taking the anchor points inside and moving them in i'm now just going to grab the pen tool and just start drawing some lines to really make it into 3d um so we're just drawing the lines for that one making sure that everything sort of looks right and i'm gonna just get the other sections of where the packet lies over if that makes sense where it's folded over it's to really make it as realistic as i can so i'm gonna add the logo into it now to make sure that this is actually going to work and look good i really like the black outline as well that makes it look really nice and just really stands out instead of using no outline um so i've had an idea as well i thought for the packaging to sort of suit the target audience more so kids sort of my age i'm 23 by the way um to add really nice sayings i've done this in a few videos before but i really like to add sort of the copyright and the wording to fit in with the brand so everything stays consistent so i thought it'd be nice to sort of add in the flavors of the chewing gum so there's gonna be a few flavors within this brand and first one is mint so i'm gonna write your mint on it because you are mint if you're watching this you are mint um so we're adding that in and i think it's just a really nice gesture and it's something memorable so if you were to get the packet or if someone gave the packet to you it's like they're saying you're mint so that works really nicely so i've just written that out added it in so i'm now actually going to go and use the free transform tool so if you haven't used this tool this is an elite tool and it allows you to basically manipulate the text as if it was on something 3d so i am going to be using the bottom tool for this which allows me to take the anchor points and just kind of move it to exactly where i need it to be so this is looking down onto the 3d mock-up and the logo is on the side of the package and as you can see it looks really really nice and just adds some more detail into the packaging so i'm just taking the rectangle tool and i'm going to use the curvature tool to make the sort of arch that i want and i'm going to fill it with a color just to give it that little extra see what i did there i didn't even intend to do that just that sort of a little bit extra on the top um to really sort of steer your eyes that way which works really nicely so next i'm actually gonna tidy stuff up and then i'm gonna create two more of these but obviously use different colors and different flavors too oh i get so excited when it looks good i did not have it looking this good in my head let's just take a second little round of applause it looks really really nice so we've done the two extra flavors which are orange and it is orange with no bits so like you get your orange juice you can have it with bits without i don't know i thought it worked well so we're gonna go with that one and then the grape flavor flavor the grape flavor is i think you're pretty grape which i do i think you're grape so that works really nicely and i'm just going to create it into a pattern now i think this would look just really nice here's a pattern i don't know why but we're gonna do it so we can sort of see the brand as a whole so i'm just going into creating the pattern using the brick by column and seeing what this looks like i'm just gonna tilt it because i feel like they would look really nice sort of on a tilt and when you normally see mock-ups they are on a slant some of them are anyway and this just looks really good it works really nicely and it's really making the brand come together i'm going to start using maybe the purple and the orange within the brand as well obviously keep the three primary colors the greens but then we can bring in the extra extra flavor of orange and sort of the grape um so i'm just going to add it into the bronze now and then i'm just going to move some of the art balls around to really get a feel for this brand okay adding in the color and doing those cute little cartoon mock-ups has really given me some like inspiration to go and do some mock-ups for these as well so we're gonna do it in exactly the same style i just feel really creative and when i do illustrations it really makes me feel like i'm good at design because it's sort of more intricate and i don't know i just really love doing that stuff i need to do more of it so when the creativity is flowing guys don't freaking stop it so we're gonna go all out with this one and create some more mock-ups for this okay i'm just at the end of it now and i'm gonna explain what i've done so i basically used the exact same tools as i used on the previous one to create the mock-ups and i've created three different quirky looking bottles so the first one which is the your pretty mint one is this sort of oh i kind of wanted it to look a little cartoony a little different to your average sort of bottle i don't even know what you call this it's not a bottle it's a tub let's call it a tub so we've got three different tubs next is the orange one and i don't know i kind of liked that it was in like an orange shape with the curves to it so i didn't even know if you'd be able to do this in packaging but it's just a fun little mock-up so i'm gonna just run with it and then the next one the last one which is the grape one is in kind of looks like a perfume bottle a tub i don't know but it's kind of cool it's in that sort of grape shape at the top which i really liked and it looks pretty funky and it suits this brand so so much and it's gonna work really well with this packaging as well so i'm gonna create some patterns using this as well and pretty much there i probably will do some more actual mock-ups that i'm probably gonna get from envato elements um just to see what the actual mock-ups would look like so obviously these don't really have much text on it it is just for a visual reference to fit the brand i think i've done something here this just looks so much better than what i thought so i've done some sort of more mock-ups in the style that i've was originally doing um so we've got the tub bottles which are now in a pattern and then i did some extra bits i need to stop using extras obviously i don't know it's doing something to my brain um but yeah i've done some more which will be sort of the cardboard boxes that you could get individual ones in that could be sort of the speciality for extra gum and it looks really cool in this style of mock-up so i just i don't know i love this brand i also did a really cute quote which says do something extra extraordinary today and we've obviously got extra in there which could be their tagline or something i don't know what their tagline is already if this is on here but um it sounds pretty cool and it makes you want to go and do something extra extraordinary just go out there get the gum you know how it is so i am so excited to introduce this full brand that we have rebranded from a random object in my house so everyone meet extra [Music] [Music] okay so that is the video done of me rebranding wrigley's extra which we turned into extra gum i hope you enjoyed the video please let me know your thoughts on the design process and the final branding i have enjoyed this video so so much it always gives me that push to test my creativity out and sort of rebrand something that i probably wouldn't even think of so go and find a random object it is so much fun if you have enjoyed this video make sure to give it a big thumbs up and hit that subscribe button if you want to see more content just like this you

Channel: Abi Connick

Views: 88,937

Keywords: graphic design course, graphic design software, graphic design is my passion, logo design software, logo design ideas, logo design process with a client, logo design process for beginners, graphic design tutorials, graphic designer, adobe illustrator draw tutorial, abi design, abidesign, abi design mood board, logo design process, adobe illustrator draw, graphic design full course, graphic design trends 2021, adobe illustrator design, graphic design portfolio, logo design

Id: enTQhrbQPs4

Length: 26min 59sec (1619 seconds)

Published: Sun Aug 15 2021