DESIGN PRACTICE: Responsive / Eshkim / Initial ideas & First crit

18 / 12 / 13
RESPONSIVE / OUGD503
ESHKIM / POMEGRANATE SYRUP.
INITIAL IDEAS.

I started by doodling some possible logo ideas. I liked the thought of having some hand-drawn type, however i feel that because the name is from a different language, the letters do not look right together, and i feel that the fact that it is unusual to see these letters together, this makes it more awkward for the english eye to read.

I really like the design that is just a cursive uppercase E. I think the roundness and the way it stands alone make it look strong and the crown shape over the top represents the crown of a pomegranate top but also symbolises the quality of the product.

I also adapted this again slightly because after a while it started to resemble a logo that may be seen as part of a hotel or resort.

I do like this design and to enhance more of a feel of a pomegranate, i used the typography decoration coming from the K to loop in a rounded shape which gave a hint of a pomegranate shape. I like how this is subtle and may not be distinguished at first but adds depth to the logo.

I also like this design as I feel it has a more traditional style with the ribbon. this could be further enhanced through digital rendering and also the way in which it could be printed.

Because I have been asked to keep the aesthetic one that appears modern and high-end I am thinking of working with a foil, perhaps gold to give the appeal of a quality. (This could work with the uppercase e logo as the crown could be foiled).

I feel that the shape of a pomegranate, from the outside, is pretty ugly looking so I kind of dismissed this shape to begin with as i felt it wouldn't bring much to the aesthetic apart from stating to obvious.

To me the inside of the pomegranate is what holds the beauty of the fruit. The seeds of the pomegranate to me look like gems, and the way in which they stack up and fit together inside the fruit is very unique.

I started playing with the shape of a pomegranate seed and playing with the concept of the seed being a jewel, making the juice/syrup taken from it as being valuable.

I took the basic shape or a pomegranate seed and played around with the possibilities.

I layered the shape numerous time to see what sort of pattern could be made however I think the that boldness of tho individual factor is a little too heavy to be used in this way.

Because I liked my previous idea of incorporating some sort of gold foil, I started looking at ideas that could use this.

Because i started to look into working with this shape as a single piece for a possible logo. Similar to the sketch a drew up previously with a pomegranate shape, I drew up half of the ribbon, then to save time, duplicated this, turned it on its head, then attached it to the other end. This is so the ribbon is consistent and balanced.

I then started to add type.

I liked this typeface because of it simplicity and adding tracking to the letterforms also gives a strong and modern feel.

to symbolise purity and constancy of the syrup I added a droplet to the bottom on the seed so it looked as if it was juicy with the 100% in the middle of it.

After a while looking at this i couldn't help but think it looked a little gruesome! I realised the pomegranate seed resembled a heart in a way and the drip looked like it could be blood. Maybe a good logo for a butchers but this was certainly not suitable for the Eshkim product!

I decided to look at other options for a possible logo based on a typical pomegranate shape.

With in Turkish communities, many older males have moustaches as it symbolises manliness as well as some political reasons.

I felt by adding this to the pomegranate shape may add to the traditional ethos as well as adding a little fun. However I do think it resembles the Pringles logo a little too much.

A started to apply type to the different idea and imagery so I could show them in the up and coming crit to see what others thought of my ideas so far.

I experimented with the different type. I felt like the serif fronts worked a little better for the ethos am trying to create as the are the more traditional styles. i added a dark background because i liked how it made the vibrant pink colour pop. i also this that this pop is also a good way of representing the spike of flavour the product has. If I was to foil on this design, this would also stand out more on a darker background.

* * * *

GROUP CRIT

I presented my boards to the group, but stated that these are still in development as I am not happy with any of the outcomes so far.

FEEDBACK

- The pomegranate seed may not be the best thing to use as many people are unaware of what this is due to the lack of contact they have in the western markets to this type of fruit.

- the pomegranate seed and the ribbon design does look to much like a heart (relates to previous comment).

- The stronger aspects of my ideas are the typography pieces, consider using type alone and discarding the imagery all together.

- The typeface used in the upper left corner of the black design board is very suiting to the ethos I am trying to put across.

THOUGHTS
The suggestion of loosing the imagery all together was like a realisation to me and i kind of realised that I was pushing this a little to much and it was almost making my work a little over the top.

* * * *

After recommendation from the crit I started to work with the typeface that was preferred for this brand i am trying to create.

This is the typeface. FT Roscube. as you can see its a little wonky so using tools on illustrator and outlining the letterforms a tidied this up appropriately.