Making the product for federal network of hookah places on a turnkey basis: from the development of 150-page digital-branding to design of a gamificated personal account for staff and visitors.
Formating the brand perception in the human mind is a complex process that depends on many factors, one of which is broadcasting the values of the brand. We have identified six core values of the ideology of "Unique Hookah" that determine the direction of the project. They have a direct impact on the communication between the client and the brand.
The essence of the brand
The essence of the brand is its core, the very paradigm of characteristics that define the company and distinguish it from a huge list of other brands.
Principles of the brand in the market
Brand promise is the message we want to pass to our clients. They should clearly understand why it’s worth choosing our brand and what specific benefits they can get from interaction with it. Picking out the qualities that distinguish us from our competitors is necessary to pass our principles.
The target audience
The target audience of “Unique Hookah places” are entrepreneurs who create value, are focused on themselves and on their needs. Do not take entrepreneurs for businessmen. Businessmen use resources for a living. They invest in companies, but do not create them. They consume products and services to upgrade their social level, but not on the basis of needs. Unlike businessmen, entrepreneurs are inherently creative, active and well-off, but they take luxury easy and do not want to compete with those who are directly depends on it.
The brand is born in the minds of the people and its perception depends on many factors. One of the most effective ways to connect the brand and the audience is written communication, but its effectiveness depends on the quality of materials and well-thought-out content strategy. In addition, the text should be recognized that’s why it must have its unique style. It is important to understand that even small details can affect the brand image.
The face of the brand
The logo embodies the idea that implicitly there is a community of people who share a hookah ritual. The brand name is its important part of the overall brand image.
This part is devoted to a detailed description of the use of the logo of ”Unique Hookah places.” Here we’ll describe the principles of construction of the logo, the logo versions and their compatibility with different colors, view when you can not use the brand name, as well as introduce other important things concerning the use of the logo when working with the brand.
How to use
How not to use
Corporate colors are an essential part of the formation of the brand visual perception by the consumer. They are used in the creation of illustrations, visual design media and all other elements that use color. Of course, the wrong use of colors can lead to the creation of an incorrect image of the brand itself in the minds of visitors.
RGB: 238, 169, 60
CMYK: 4, 32, 85, 0
RGB: 39, 42, 51
CMYK: 87, 39, 51, 54
RGB: 102, 110, 117
CMYK: 60, 50, 41, 11
RGB: 255, 255, 255
CMYK: 0, 0,0, 0
Combinations of colors
Designing materials grotesque and solid Bebas Neue with modern antiqua Lora is used in headlines. The first headset underlines the explosive nature of the title, and the second provides a reference to historical values. For text Open Sans is used, which is one of the easiest to read headsets.
The modular grid
There is a huge amount of media and the unity of the visual design may be lost. The modular grid is present everywhere and defines the unity of the construction, not allowing to break the visual style. Therefore, the graphic elements used grid constructed from Marcus Gard method.This method of the construction is based on the width and height of the medium, it is suitable for any format. The very content area is divided into modular units, the number of which is equal to the first Fibonacci numbers. The size and number of blocks are determined by leading of typesetting font.
The style of illustrations is based on Masonic engravings and images relating to the period of the late Middle Ages. Images are contoured, minimalistic and adapted for nowadays. Illustrations can be used not only as graphical, but also as semantic elements that can serve as a basis for writing stories that complement the image of the brand, as well as to act as a component for the creation the blazon for our institutions.
The unique design
The important concept of our brand is a unique design of institutions. In this chapter you will get acquainted with the specifics of the creation the individual characteristics of each particular institution.
The components of the coat of arms
Historic discipline of heraldry studies traditions and practices in the use and design of coats of arms . Based on its concepts from the entire array of components we selected 5 major ones: helmet, escutcheon, motto, shield holders and armorial bearings.
Examples of institutions emblems.
Here is some examples of institution emblems created with constructor.
Patterns in branding
In addition to the emblem, each separate hookah place has its own pattern. For the stylistic unity, we use one pattern structure for all of hookah places, but it’s filled with different visual elements to unify the individual institution. As the visual elements we use heraldic figure and heraldic helmet, which is located in the coat of arms of a place, as well as one of the special backgrounds.
Pattern is the set repeating elements which forms a common visual picture and is perceived as a organic whole. The chart patterns form tracery which is found in ancient life and culture of many peoples.
We use a heraldic figure, helmet and the background as visual elements while constructing a pattern.
Alongside with the corporate colors of the brand, each hookah place design has its own unique color. Color has really strong influence on the perception and memorization of identity.
Interior concept, as the whole visual brand identity, is built on the contrast and fine details. White ceiling and walls with dark and black furniture set the foundation. And a variety of branded materials such as cushions, tables, cups and other emphasize individuality.
Have got an engaging idea? We are always eager to collaborate.