Elmwood Brief - Cobbler Branding 1st Concept & Development Boards

When Elmwood came to visit, they set the class a brief to brand the boring, we were all given different jobs and we had to come up with the name, visual identity, tone of voice and the application of the branding. I was given the proffesion of the cobbler which I thought wasn't that bad in comparison to some of the other professions. 

I started thinking about how I could approach the brief and instantly started thinking about some of the terminology associated with cobblers. The first thing that came to mind was, Heels and soles which had some very religious connotations, with this in mind I decided to go down that avenue. Creating a lighthearted and humorous concept which could run across the branding. Because the concept is quite controversial it will definitely attract attention which is good. I created quite allot of puns to suit the branding and create a consistent tone of voice which can be applied across many products.

I think I have created a solid brand which is humorous and eye catching and will definitely attract a modern day audience. The visual Identity is still quite traditional, keeping with a black and white colour scheme which emphasizes the craftsmanship behind the trade and also as this is probably what the signage would of been like back in the day...black and white.

Crit Feedback

I was really happy with the crit feedback with the designer from Elmwood, she was happy with my concept and designs and was reassuring about my work which was great. The crit helped to narrow down my design style and helped me to narrow down formats and refine design ideas.

• We decided that I needed to decided on another typeface as I used Bernard Mt Condensed for everything, however it will work allot better with 2 typefaces and just use Bernard for the actual logo. I will have to choose a typeface which works well with the logo and compliments the design.
• The business cards work better in a portrait format, and I should use the logo on the front of the business card and not the tag lines as the logo has a strong visual identity and works well to grab the customers attention. The portrait format is also a closer reference to prayer books than landscape.
• Tag line : Christen your soles, - when customers leave with their shoes, also putting the cross on the bottom christens them.
• Holey Trinity Offer - 3 Products/3 services  - re sole, re lace, polish
• Close up shop on the sabbath
• Stained glass Windows with the logo with light shining through
• Projections of the cross onto the outside.
• Foot prints walking into the store - pressure washed logo soles.