Brief 2 - Convinience Store - Naming the brand/ Logo.

I knew immediately that i wanted the name of the brand and logo to be as straight forward and simple as possible to match the brand.

Most basic, own brand ranges are the cheap alternative in supermarkets and the branding/packaging looks cheap tacky.

This is rather a shop that ONLY sells their own brand products and should be viewed as affordable, but never cheap.

I think the reason something like this should exist is so that food shopping can be MUCH more quick and efficient. One type of each product means no debating about which brand to buy, what's better value for money cos everything comes in different sizes. People won't be swayed by packaging and own brand WILL prevail this time. 

It sells the the essentials at an affordable price.

When i was writing the brief i realised that naming the brand as simply what it is would work well.

I started with the name 'essential', but soon realised it just doesn't look good typographically.

I settles on Futura as the typeface i'd be using as it is bold, clear, readable and a basic sans serif font. It works well for this particular brand.

I then changed the name to 'basics' but after getting some feedback from a crit i went too realise that the word basics is all to often associated with cheapness, and being the minimum and least quality - which is not necessarily true about the product this brand have to offer. They are simply the essential products you need day to day at an affordable price.

I came up with the name 'base' as it can mean many things that work for what this brand is.  'Base' as in a conceptual structure or entity on which something draws or depends or As in to situate at a specified place as the centre of operations.

It also isn't too far from 'basics' but does not have the negative connotations.

I changed the logo into 3 seperate ones using colour. Each logo was meant to represent a kind of product in the shop. Red for fresh food, yellow for cupboard food and blue for frozen.

The issue with this is it isn't as simple as it could be and may not be as aesthetically consistent as possible.

I reverted back to black. I feel like it works because the colour suggests sophistication which will help to cancel out people's perceptions of the brand being cheap or tacky in any way.

I tried placing it in a square frame as a square shape for a logo suggests professionalism and efficiency which in this case, is something that this brand really wants to get across.

I did like the square logo but realised that it may take up a little too much space on product packaging and if made too small, may even be unreadable regardless of how clear the font is.

I decided to cut down the shape into a rectangle that sits behind the text with a consistent amount of white space around it.

This became my final logo.

I decided that for ease of use and placement in packaging and to make the logo stand out further, it would be placed on packaging like this: