Dirty Dough Cookies
OVERVIEW
Situation
Due to a contract issue with their previous designer, Dirty Dough needed to start from scratch. They were launching four new stores in three weeks and needed a brand new visual identity and website before then.
Objective
In two weeks time, I needed to create everything the brand would need for a successful launch and a world-class identity for all their future branding efforts.
Action
Due to the emergency scenario, I worked through two weekends to create a basic visual identity of a logo, colors, typography, UI kit, and imagery.
Those elements were then used to create packaging, a website, photoshoot, store design and a marketing campaign that received national attention.
Result
All in all, a complete and successful brand identity was designed in a matter of days. Dirty Dough Cookies had an amazing launch and has become one the fastest growing franchises ever, if not THE fastest
SERVICES
- Brand strategy
- Logo design
- Visual Identity
- UI/UX Web design
- Packaging
- Environment design
- Marketing design
Phase 1: Visual Identity Research and Strategy
Due to the extreme time constraints, I needed to gather all of their marketing research and existing brand strategy and distill that into key attributes that could be used to design a brand look and feel. I gathered all of the appropriate information from the research that would help me form a solid brand personality and messaging. I took that raw data and simplified it down into three keywords that would be the basis of the look and feel.
Phase 2: Visual Identity Concepting and Execution
I explored about sixty type and logo options and condensed them into ten viable concepts. From those ten concepts, there was one execution that fit the rubric of unique, versatile and appropriate for the brand. After the client approved the concept, I created a color palette that had sufficient contrast, worked well together and resonated with the target audience. With a logo and color approved, I chose an appropriate typeface that would work well in every situation is placed. Secondary elements like photography styling, interior styling and packaging were mocked up to help the client envision the visual identity in practice.
Phase 3: Finalizing Visual Identity
Wanting to separate themselves as far as possible from competitors, the client suggested we eliminate pink from the palette. The visual identity also needed to have multiple options for the logo and a tertiary typeface for special callouts.
Phase 4: Interior Environment Design
With the basic building blocks cemented for the visual identity, I was able to show how those elements would affect the look and feel of the actual retail store locations. Rather than an architectural blueprint, these style recommendations showed how to implement the basics of color and brand identity into their store experience.
Phase 5: Website Creation
With a basic UI kit created and all of the visual identity, we created a complete e-commerce website in record time. All of the stages of content strategy, information architecture, wireframing, design, and final development were done in a couple of weeks.