HANAYU-
BRANDING OF AN CBD OIL
BRANDING OF AN CBD OIL
(in collaboration with Emely Kahn)
CBD is a naturally healing and relaxing product which has been known for several years now.
Adapting to that, three startup founders came up with the idea of using the extract and developing a premium CBD product series from it, starting with an oil, which is the main focus here. The original concept was to promote the positive properties such as calmness and concentration in everyday stress under the brand Hanayu.
Adapting to that, three startup founders came up with the idea of using the extract and developing a premium CBD product series from it, starting with an oil, which is the main focus here. The original concept was to promote the positive properties such as calmness and concentration in everyday stress under the brand Hanayu.
But we then developed our own focus and a matching design concept from that:
For us, Hanyu stands for the three mixture of
"Selfcare" - "Here and Now" and "Balance".
Now our concept of the brand is following in detail:
For us, Hanyu stands for the three mixture of
"Selfcare" - "Here and Now" and "Balance".
Now our concept of the brand is following in detail:
"Hanayu stands for a sustainable and effective CBD- oil that you can take every day to strengthen your mental and physical health. It can become a self-care routine for everyone to relax and get away from stress. With Hanayu, you have a product that helps you bring balance back into your daily life."
LOGO
The idea behind the logo is to combine two ideas: two semicircles that balance each other and at the same time form an "H" ("Hanayu") through a rectangle in the background in negative space. The whole logo concept is very simple, but that's why it works so well.
COLOURS
In which colors do we want to bring the logo "to life"?
Instead of settling for one or two colors and thus drawing level with our competitors, we have built up a diverse color world. Hanayu is colorful! Brand extensions, packaging, patterns, postcards- the different colors provide an optimal foundation for all such creative outgrowths.
Instead of settling for one or two colors and thus drawing level with our competitors, we have built up a diverse color world. Hanayu is colorful! Brand extensions, packaging, patterns, postcards- the different colors provide an optimal foundation for all such creative outgrowths.
TYPEFACES
Based on our figurative logo, we designed our typeface logo.
Using Eastman Alternate medium typeface by Francesco Canovaro and Andrea Tartarelli, we pick up on the curves of the semicircles. With the symmetrical typeface, we create a solid word mark that is at peace with itself - in accordance with our motto.
Using Eastman Alternate medium typeface by Francesco Canovaro and Andrea Tartarelli, we pick up on the curves of the semicircles. With the symmetrical typeface, we create a solid word mark that is at peace with itself - in accordance with our motto.
For body texts and information on the packaging, we chose Serenity by Ryan Hughes. This also features a calm and soothing typeface, which gains stability through the high x-height.
The figurative logo and the typeface logo harmonize very well with each other.
PACKAGING
Because the image logo reflects our brand very well and because it works well both on a small and large scale, we also used it to develop the design concept for all components.
PATTERNS
The patterns are created by lining up the logo and can be used for postcards, but also for many other parts of our design system, e.g. for the cover of the packaging. This makes the design even more fun!
DROPPER- BOTTLE
The dropper bottle also displays our image logo, but in a very special way:
The two separate parts of the logo are placed exactly facing each other on the almost transparent, brownish glass. Thus, the logo is simultaneously disassembled into its components and visually reassembled from the right angle.
The lid of the oil is always color-matched to the CBD content.
The two separate parts of the logo are placed exactly facing each other on the almost transparent, brownish glass. Thus, the logo is simultaneously disassembled into its components and visually reassembled from the right angle.
The lid of the oil is always color-matched to the CBD content.
BRAND EXTENSIONS
Matching the brand apsects, Hanayu Brand offers extensions such as CBD chocolate or CBD tea.
PEOPLE PHOTOGRAPHY
Our People Photography is designed according to the following scheme: The photos depict people who are either coming down, falling down, or finding balance.
The people are usually depicted against a very plain background and photographed with a closed aperture, mainly from the side. The photographs play with atypical body positions and colorations, thus standing out strongly.
We then colored these images in our brand colors using the Duotone function.
Due to copyright, I cannot show any imagery of the people photography on this website.
Due to copyright, I cannot show any imagery of the people photography on this website.
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For the advertising, we designed posters based on the photographs, which also included the catch phrases mentioned above.