Big Brand Project – More and More Deliverables

Like I mentioned last week, my goal was to make substantial progress on my deliverables, especially the tangible aspects of the project. I've worked on more the print ads and business cards a little more (incorporating better photography), as well as creating some of the stationary and packaging, too. Here's some more stuff:

This is a  really  quick mockup, and I'm not totally committed to the layout yet. I'll also have one or two other SKUs.

This is a really quick mockup, and I'm not totally committed to the layout yet. I'll also have one or two other SKUs.

With only about a week left in the project, it's a mad dash to the finish. By next week, I hope to have as many deliverables ready as I can.

Big Brand Project – Creating the Visuals

Last week, I explained that I wanted to begin working on visuals for the different deliverables. As mentioned previously, I'll be utilizing colorful vectors, handmade textures, and the occasional photo to represent the eclectic and eccentric brand personality of Swedish Fish. Each ad will also celebrate a different moment of weirdness, be it collecting hats, applying for clown school, owning a strange pet, etc. I'm also trying to ditch the conventional "Headline, body copy, and logo-in-the-bottom-right-corner" layout, which I believe doesn't fit the unorthodox nature of this rebrand.


I've also been working to make progress on my logo concepts. I'm not entirely sold on what I have so far, but I'll continue to make adjustments as more of the visuals come together. Vectoring them out certainly helps, though.

I'm already starting to feel much better about this project, now that I have visuals to pair with my concept. Next week, I plan to make substantial progress on my ads and applications.

Big Brand Project – More Logos, Strategy, and Inspiration

Last week, I explained that I'd continue to work on my logo ideas and polish my strategy.

Here are logo variations that I've explored more deeply since then:

As for my strategy, I've pieced together the following:

"Create a new, lively campaign and brand personality for Swedish Fish that conveys exoticness and spontaneity, and celebrates those that search for it. Additionally, all visual assets and packaging should be updated to fit this new look."

I feel much better about this approach. Expanding upon it, I've drafted up a few quick concepts:

1. "Against the Flow" – Swedish Fish is an unorthodox candy for equally unorthodox people. Wild and colorful imagery will most likely be used.

2. "A Little Sweeten" – Swedish Fish is a candy that can take people away from the mundane and present them with a "place" that's almost otherworldly. Wild and colorful imagery will most likely be used.

* I will more than likely continue to think through these concepts and make minute adjustments as I continue with this project.

I've also begun searching for inspiration, focusing largely on bright colors, graphic illustrations, collage, and possibly small instances of photography. When combined together in a careful manner, these elements might accurately capture the hodgepodge of eccentricities that the rebrand requires. Here are some images that I've collected:

By next week, I'll be making strides in producing some of my deliverables. Things are certainly picking up.