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THE ROOTS OF BEAUTY.

Branding / Logo Design   |   October 2024

Naay: Dream of the Roots of Beauty

Brand Overview: Naay, meaning “dream” in the Mayan language, is a Mexican skincare brand inspired by the ancient herbal wisdom of pre-Hispanic civilizations. Committed to natural beauty and sustainable practices, Naay creates handcrafted skincare products that nourish and rejuvenate the skin. Our mission is to bring back the roots of beauty, offering authentic and effective solutions that align with human nature.

Project Overview: This project aims to revitalize the Naay brand through a comprehensive rebranding effort. We seek to develop a cohesive visual and strategic brand experience that effectively communicates their mission, values, and commitment to sustainable beauty. The project focus on creating a memorable brand identity that resonates with thier target audience of conscious consumers who prioritize local, natural and ethical skincare.

Objectives:

  • Establish a consistent and memorable brand identity that reflects Naay’s heritage and values.
  • Develop a comprehensive brand guideline covering logo redesign, typography, colour palette, and visual language.
  • Create a compelling brand story that highlights the inspiration behind our pre-Hispanic herbal knowledge, commitment to sustainability, and the Mayan meaning of “Naay.”
  • Position Naay as a leading brand in the natural skincare market, differentiating them from competitors through unique formulations and ethical practices.
  • Develop a strong digital presence to engage with their target audience and build brand awareness.

Target Audience: Naay primarily targets conscious consumers who are seeking natural, effective, and ethically sourced skincare products. The ideal customer is someone who values traditional remedies, sustainability, and self-care.

Brand Values:

  • Authenticity: Committed to using natural ingredients and traditional techniques to create authentic skincare products.
  • Sustainability: Prioritize eco-friendly practices and minimize our environmental impact.
  • Effectiveness: Products are formulated to deliver visible results while nourishing the skin from within.
  • Heritage: We honor the rich heritage of pre-Hispanic herbal knowledge and incorporate it into our formulations.

Key Differentiators:

  • Pre-Hispanic Herbal Wisdom: Unique formulations are inspired by ancient Mexican healing traditions.
  • Handcrafted Quality: Each product is carefully crafted by skilled artisans, ensuring the highest quality and attention to detail.
  • Sustainability: Source the ingredients responsibly and minimize our environmental footprint.
  • Ethical Practices: Committed to fair trade and ethical business practices.

BEFORE & AFTER

Before: The original Naay logo featured a four-petal pre-Hispanic flower/clover with the four elements depicted on each petal, while this design connected to the brand’s heritage, it was perceived as overly simplistic and lacked professionalism.

After: The new logo retains the four-petal flower/clover concept but introduces clean, geometric lines to enhance its structure and organization. The colour palette remains earthy, symbolizing nature, beauty, wisdom, and reliability. The Calder typeface, known for its elegance and modernity, is chosen to convey sophistication and confidence.

KEY DELIVERABLES:

  • Logo Design: Recreated a distinctive logo design that captures the essence of the brand.
  • Colour Palette: Selected a harmonious colour palette that reflects the brand’s personality and evokes the desired emotions.
  • Typography Selection: Chosen typography that aligns with the brand’s tone and style, ensuring readability and aesthetic appeal.
  • Brand Guidelines (ready for print): Developed comprehensive brand guidelines to ensure consistent application of the brand identity across all touchpoints.

“La flor solo brota una vez”

THE DESIGN

Visual Elements:

  • Central Flower: A stylized, four-petal flower will serve as the logo’s centrepiece, representing Naay’s connection to pre-Hispanic herbal knowledge. The four-petal flower represents the four cardinal directions and its respective elements (earth, wind, fire, and water) and their interconnectedness, symbolizing the natural harmony and balance of Naay’s skincare products.
  • Geometric Frame: A clean, geometric frame will surround the flower, symbolizing structure, organization, and stability. The frame represents the stability, dynamism, and innovation associated with the brand.
  • The inverted “A” in the Naay logotype: The brand’s name NAAY with an inverted “A” is subtly designed to resemble the alchemical symbols of the four elements:
    • Earth: A downward-pointing triangle with a horizontal line.
    • Water: A downward-pointing triangle.
    • Air: An upward-pointing triangle with a horizontal line.
    • Fire: An upward-pointing triangle.

Typography:

The Calder typeface will be retained for its elegance and modernity, conveying sophistication and confidence.

LOGOTYPE

LOGO

SYMBOLISM

COLOURS

This is an analogous colour scheme, colours are adjacent to each other on the colour wheel. Creating a harmonious and visually pleasing palette, as the colours blend smoothly and create a sense of continuity. For Naay, an analogous scheme based on earth include:

Color Palette:

  • Aqua: A calming colour that symbolizes freshness, purity, and rejuvenation, reflecting the benefits of Naay’s skincare products.
  • Green: A colour associated with nature, growth, and harmony, reflecting Naay’s commitment to sustainable practices.
  • Orange: A vibrant colour that represents energy, enthusiasm, and creativity, suggesting the innovative nature of the brand.
  • Beige: A neutral colour that represents warmth, comfort, and natural beauty.
  • Brown: A grounding colour that symbolizes earth, stability, and reliability, reinforcing the brand’s connection to nature.
  • Pink:  Similar to the Mexican Pink colour, this gentle colour represents femininity, kindness, and love, suggesting the nourishing qualities of the products.
  • Gray: A neutral colour that symbolizes balance, stability, and reliability.

Overall:

By carefully selecting and combining these colours, I created an analogous colour scheme that aligns with the brand identity, evokes the desired emotions, and creates a visually appealing and harmonious palette. The combination of colours effectively represents the brand’s connection to nature, its innovative spirit, and its commitment to providing high-quality skincare products.

LOGO VARIATIONS + COLOURS

Naay’s logo is versatile and can be used with a combination of colors from their brand’s palette. This adaptable design allows for various visual interpretations, each conveying a unique mood and message. By utilizing an analogous color scheme, Naay’s logo can evoke a sense of harmony and balance, reflecting the brand’s commitment to natural beauty and holistic wellness..

TYPOGRAPHY

Primary Typeface: Calder

  • Reasoning: Calder’s elegant and modern appearance aligns with Naay’s sophisticated and innovative brand image. Its clean lines and strong structure complement the geometric elements of the logo, creating a cohesive and visually appealing design.

Secondary Typeface: Pacifico

  • Reasoning: Pacifico’s handwritten style adds a touch of warmth and personality to the brand, contrasting with the more formal Calder. This can help to create a more inviting and approachable atmosphere, especially when used for headlines text or secondary elements.

Tertiary Typeface: Lato

  • Reasoning: Lato’s versatility and readability make it a suitable choice for secondary body text, ensuring clear and easy-to-read content. Its neutral appearance complements both Calder and Pacifico, creating a balanced and harmonious typographic hierarchy.

Overall Typographic Hierarchy:

  • Logo: Calder
  • Headings: Pacifico
  • Body Text: Lato

Key Benefits of This Typographic Combination:

  • Sophistication: Calder’s elegant appearance conveys Naay’s sophisticated brand image.
  • Personality: Pacifico’s handwritten style adds warmth and approachability.
  • Readability: Lato’s versatility and readability ensure clear and easy-to-read content.
  • Cohesion: The combination of these typefaces creates a balanced and harmonious typographic hierarchy.

TYPOGRAPHY GUIDELINES

Primary Typeface: Calder

  • Use for: Headlines, titles, and logo elements.
  • Style: Use dark or shadow weights for maximum impact and readability.
  • Rationale: Calder’s elegant and modern aesthetic aligns with Naay’s sophisticated brand image. Its strong structure and clean lines complement the geometric elements of the logo, creating a cohesive and visually appealing design.

Secondary Typeface: Pacifico

  • Use for: Subheadings, call-to-action, and short blocks of text or accent.
  • Style: Use regular weight for optimal readability.
  • Rationale: Pacifico’s handwritten style adds a touch of warmth and personality to the brand, making it ideal for creating a more inviting and approachable atmosphere.

Tertiary Typeface: Lato

  • Use for: Body copy, paragraphs, and smaller text elements.
  • Style: Use regular weight for optimal readability.
  • Rationale: Lato’s versatility and neutral appearance make it suitable for long-form content, ensuring clear and easy-to-read text. It complements the other typefaces, creating a balanced and harmonious typographic hierarchy.

General Typography Guidelines:

  • Consistency: Apply Calder, Pacifico, and Lato consistently across all brand materials to reinforce recognition and coherence. Consistent use of these typefaces helps to create a unified and professional appearance.
  • Hierarchy: Use different font sizes and weights to create a clear visual hierarchy, guiding the reader’s eye from most important to least important information.
  • Spacing: Ensure proper spacing between letters and words to enhance readability and avoid crowding.
  • Color Contrast: Choose a colour contrast that is easy to read, especially for body text.
  • Brand Identity: Use the chosen typefaces to reinforce Naay’s brand identity and messaging.
  • Accessibility: Consider using font sizes and line lengths that are easily readable for all users, including those with visual impairments.

Specific Usage Guidelines:

Headlines and Titles:

  • Primary Headlines: Calder, 36-48pt (digital), 18-24pt (print)
  • Secondary Headlines: Pacifico, 24-36pt (digital), 12-16pt (print)

Body Text:

  • Paragraphs: Lato, 14-16pt (digital), 10-12pt (print)
  • Captions and Labels: Lato, 10-12pt (digital), 8-10pt (print)

Call-to-Action:

  • Pacifico, bold, 16-20pt (digital), 10-12pt (print)

Remember: These are general guidelines. The specific font sizes may vary depending on the context and the desired visual impact. Always consider the readability and overall aesthetic of the design.

Additional Tips:

  • Whitespace: Use ample whitespace to improve readability and create a clean, modern look.
  • Alignment: Align text consistently to create a sense of order and balance.
  • Color: Choose a color palette that complements the typography and enhances readability.

By following these guidelines, you can ensure that your brand’s typography is consistent, effective, and visually appealing.

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