Design research and Research Based Branding
Design research, when working on a branding campaign, requires a clear understanding of the client. Research based branding tools the designer to develop the client’s current brand into the updated brand.
The Client: For instance, Gracie’s on West Main is a restaurant located in Lancaster, Pennsylvania that opened in 2003. Voted best breakfast several years in a row, Gracie’s on West Main features the foods of the American diner. Comfort food with interesting flavor combinations and a unique twist.
The Process: The client in this project requested a vintage look that showcased the handwritten chalk feeling that is promoted on the restaurant walls. Client requested to stay away from generic icons, in addition to spoon/fork concepts.
All of this information is compiled into a document, called the Creative Brief. Additional design research methods include moodboards, mindmaps, and personas. These methods are applied before sketches are drawn, and it is the process of research based branding.
Research driven design: Creative brief, moodboards, mindmaps, and personas
Creative brief
Gracie's Creative Brief, a document of information on the client and the process.
Moodboard
Gracie's moodboard
This process can be done in person, or entirely online. Gracie’s brand was created completely online through the use of email and phone conversations.
Sketches
Sketches enable the artist and the client to effectively communicate to reach a design direction.
Digital variations
Digital variations are created after the client picks the art direction.
Digital variations are edited until the client is happy with the final product, the logo.
Chosen logo
The chosen logo. The branding.
Branding applications
The logo can be used in a variety of ways.
Contact KHart Designs to get started today with our comprehensive design research and branding services.