BRANDING
COLOUR SCHEME
The initial colour scheme didn't offer enough variety and depth throughout the different colours.
This colour scheme didn't feel balanced. In terms of warm tones and cool tones. Which is why i decided to add a lighter tan colour to invite the orange and brown.
By experimenting with different variations, I developed a balanced colour scheme that I was satisfied with. One of the main reasons I decided to go with this combination was that it is not limiting, in a way that I have different shades to create depth in my work.
TYPOGRAPHY
I wanted to experiment with different type faces to see what fits best with my brand identity. This is why I chose to go with a sans serif, to give a more contemporary and polished look. I found that lighter type faces opposed a cosmetic-like aesthetic. Type faces like Futra, Gill Sans and Microsoft Sans Seriff. Avenir and Helvetica were my top two, and i chose to go with Helvetica. This is due to the fact that it is slightly heavier and has a softer edge compared to Avenir.
Due to the concept of the name OLIVE I wanted to separate the word LIVE, to create a double meaning, by using colour. During this stage of my development, I found that the mid-tone shades that were more vibrate created a more pleasing aesthetic. Also, I found that highlighting LIVE instead of the "O" was easier for the consumer to understand the nature of the brand.
MOCKUPS
