PostModernLaundry
Big design for small businesses.

Behind the Scenes

A behind the scenes look at processes & workflows, design inspiration and other tidbits here at PostModernLaundry

The Design Process: Liana Logos and Packaging

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The iterative design process often yields amazing work that never sees the light of day. Because of the rich visual and high-design world we live in we are bombarded with amazing aesthetics everywhere we turn. It can be overwhelming to the senses and can make it hard to choose a direction to go in. Some clients need strong visuals to make a decision on the direction they want to take their new brand, which means there may be concepts that are fully developed from start to finish that are amazing work, but are ultimately not what they are looking for. This process of taking designs from inspiration, to concept sketch to finalized logo to product mock up will show the client what they don’t want and helps us get to where they do want to be.

The Liana Estates project was one such project. The clients had a very clear notion of the direction they wanted to go in for building the brand around this newly founded Napa winery. When we finished developing the chosen direction, they realized they wanted to try on some other aesthetics for size. Ladies, for those of you reading this that are in to shoes, you know how that is - you think you have chosen the right size and style piece of footwear to complete your look, only to decide to try on the half size up or down to make sure where you landed was right…..only to see another option that you want to try on just to be sure.

With the right timeline and budget to invest in this style of working, this process can be very helpful and fruitful for specific clients. It is a process we love to indulge because it offers us a design challenge to keep pushing the brand aesthetic and to continue to create different amazing work to solve the same problem.

Here we wanted to show you some of the concepts we worked through from inspiration piece to finished product mock-up.

 

The Hyssop Concept

Initially the owners and marketing team at Liana thought they wanted to go in the direction of something herbal inspired with a nod to antique apothecary aesthetics to pay homage to the land of Napa Valley and the country roots of the Sister-Founders.

Antique Illustration Inspiration and Working Sketch   This image ended up being something the team at Liana loved. The shape of it lended itself to a variety of applications and motifs so rather than reinventing the wheel, we took this illustration, redrew it and stylized in a line-art style to make it custom and more easily converted to vector art.

Antique Illustration Inspiration and Working Sketch

This image ended up being something the team at Liana loved. The shape of it lended itself to a variety of applications and motifs so rather than reinventing the wheel, we took this illustration, redrew it and stylized in a line-art style to make it custom and more easily converted to vector art.


Product Mock-Ups   Because production for wine bottles is so expensive and the design so crucial to the success of a winery that seeks national distribution, using tools like product mock-ups can help a client to see what an end result may look like. While it is easy to be fanciful in designing mock-ups, the we also took into consideration potential production costs when designing this mock-up.

Product Mock-Ups

Because production for wine bottles is so expensive and the design so crucial to the success of a winery that seeks national distribution, using tools like product mock-ups can help a client to see what an end result may look like. While it is easy to be fanciful in designing mock-ups, the we also took into consideration potential production costs when designing this mock-up.

Logo Development   From there the sketch was digitized and converted to a vector graphic for layout in Illustrator. Based on meetings and shared Pinterest boards, color scheme and logo options were developed. ˙

Logo Development

From there the sketch was digitized and converted to a vector graphic for layout in Illustrator. Based on meetings and shared Pinterest boards, color scheme and logo options were developed.
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Variations on a theme   Providing a client variations of logo options is important, and in this case showcasing those different concepts can help hone in on a direction for design.

Variations on a theme

Providing a client variations of logo options is important, and in this case showcasing those different concepts can help hone in on a direction for design.


The Succulent Concept

Of the first three concepts presented to the client, this one was our favorite. Succulents hold a dear place in the hearts of our designers in the studio and the inspiration gathering (photos from Mindee’s own succulent garden) was so fun! The illustrations for this concept are very bold and graphic, lending to a very modern and minimalistic feel which is balanced out by the curved forms of the natural shape of the succulent. The minimal and graphic nature of this design speaks to the millennial demographic they were hoping to target with this new winery.

Inspiration Photos and Sketches   Some of the inspiration photos taken from Mindee’s succulents for this concept. Also pictured an initial sketch and the final drawing that was then rendered in Illustrator as a vector graphic. ˙

Inspiration Photos and Sketches

Some of the inspiration photos taken from Mindee’s succulents for this concept. Also pictured an initial sketch and the final drawing that was then rendered in Illustrator as a vector graphic.
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Label Development   Flat art of the proposed label design is presented here prior to showing the product mock-up.

Label Development

Flat art of the proposed label design is presented here prior to showing the product mock-up.

Options! Options! Options!   For a client that has a very vague idea of the aesthetic they are looking to build on, having lots of options can help them narrow things down. Seeing what you don’t want will always (eventually) lead you to what you do want. Here we have some options for logos that were presented.

Options! Options! Options!

For a client that has a very vague idea of the aesthetic they are looking to build on, having lots of options can help them narrow things down. Seeing what you don’t want will always (eventually) lead you to what you do want. Here we have some options for logos that were presented.


Proposed Package Design   One of our most favorite pieces of our design portfolio, this packaging is stunning. Production costs would not be cheap, however for reserve level wines or special releases only available at the winery or to wine club members, it could serve as a great option. This design is one that could easily be simplified to save on production costs and still have a big impact on the shelf in any store across the country.

Proposed Package Design

One of our most favorite pieces of our design portfolio, this packaging is stunning. Production costs would not be cheap, however for reserve level wines or special releases only available at the winery or to wine club members, it could serve as a great option. This design is one that could easily be simplified to save on production costs and still have a big impact on the shelf in any store across the country.


The Corkscrew Concept

Another recurring notion the marketing team wanted to visit based on market research they had conducted, was that of vintage elements. Together we decided on vintage corkscrews as an inspiration point. Below you will see the progression of this concept from inspiration pieces in the first frame along with the logo icon sketch done based on one of said pieces. The remaining frames showcase the different options presented to the client for this concept, along with the product mock-ups.

Inspiration pieces and Sketch   Vintage / antique corkscrews as inspiration pieces pictured next to the sketch done based on the second piece in the photo. This sketch was stylized in a line drawing manner for ease of vectorizing as well to keep in line with the vintage / antique feel that the client was looking to pull in.

Inspiration pieces and Sketch

Vintage / antique corkscrews as inspiration pieces pictured next to the sketch done based on the second piece in the photo. This sketch was stylized in a line drawing manner for ease of vectorizing as well to keep in line with the vintage / antique feel that the client was looking to pull in.


Label Development   Showing the client examples of how the logo will look in layout further aids in narrowing down concepts and design directions. ˙

Label Development

Showing the client examples of how the logo will look in layout further aids in narrowing down concepts and design directions.
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Logo Concepts   Presentation of different logo options with the corkscrew graphic incorporating elements and styles the client was drawn to in the Pinterest / inspiration board part of the process. ˙

Logo Concepts

Presentation of different logo options with the corkscrew graphic incorporating elements and styles the client was drawn to in the Pinterest / inspiration board part of the process.
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Product Mock-Ups   Translating the label designs to product mock-ups give a real life view of what the designs will look like once produced. As mentioned above, this method of working through concepts and design directions can save money on production costs by investing in design time up front.

Product Mock-Ups

Translating the label designs to product mock-ups give a real life view of what the designs will look like once produced. As mentioned above, this method of working through concepts and design directions can save money on production costs by investing in design time up front.


The Winning Concept - The Wheelbarrow

After exploring all of the above concepts, as well as a few others we omitted for brevity, the client landed on the concept of the wheelbarrow to represent their desire to connect with the land they grew up working and the roots they put in as adults. This concept deviated from market research for the target demographic they initially identified when starting this process, however they felt that it best represented the winery and the business they wanted to build.

Antique Wheelbarrows   These photos of antique wheelbarrows really resonated with the client. The rendering shown here plays off of antique elements from both and lends itself to a variety of applications both within primary logos as well as other design motifs across the brand.  ˙

Antique Wheelbarrows

These photos of antique wheelbarrows really resonated with the client. The rendering shown here plays off of antique elements from both and lends itself to a variety of applications both within primary logos as well as other design motifs across the brand.

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Logo Elements   More elements from the branding suite to show how elements can be pulled apart and used independently.

Logo Elements

More elements from the branding suite to show how elements can be pulled apart and used independently.

Final Logos - Variations for Various Applications   One thing that must be considered when designing a logo is how it will be used. These days, logos are used across a range of applications from a tiny tiny favicon, to print, to social media to billboards and apparel. Logos must stay true to brand guidelines as well as be flexible enough to fit in any application, from single color to full color, from horizontal placement to more stacked. Creating a logo that can stand alone as logotype or the icon can also be representative of the brand is crucial.

Final Logos - Variations for Various Applications

One thing that must be considered when designing a logo is how it will be used. These days, logos are used across a range of applications from a tiny tiny favicon, to print, to social media to billboards and apparel. Logos must stay true to brand guidelines as well as be flexible enough to fit in any application, from single color to full color, from horizontal placement to more stacked. Creating a logo that can stand alone as logotype or the icon can also be representative of the brand is crucial.


Packaging Mock-Ups   The use of packaging mock-ups was what empowered the client to ultimately land on this design for their logo.

Packaging Mock-Ups

The use of packaging mock-ups was what empowered the client to ultimately land on this design for their logo.

Mindee Thyrring