How do I create my brand? The process of Akushio: Brand Case Study (Part 1)

Akushio is a new brand in the making. It is a series of luxury cosmetic and toiletry bags.

In creating the mood board for Akushio, I had to make sure that essence was going in the right direction that the brand would reveal. This took communication with the client where she gave examples of brands that she liked and why she liked them. There were many different reasons why she liked the different brands. I needed to get to the core of what her brand was going to emanate. We had to strip a lot of the excess that wasn’t needed. The vibes needed to reflect the desired archetype and be consistent. The color palette was chosen from it.

After getting on a call with the client where we discussed her branding needs she sent me this logo
mock-up which represented what she had in mind of she wanted.

I created four logo concepts with the same look of the mock up she sent me. I experimented with very straight thick lines for the letters A & K as well as thinner more hand drawn strokes. The conceptual stage is where I put loose concepts and ideas out to the client and let them choose which direction they want me to go in. After communication of the what the client liked from the logos, I explored the logo design further and also showed different choices for the top of the letter i.

After more communication the client decided to go with 4 that had more of curvy rounded edges and slanted letters. This choice made more sense with the ambiance she wanted to create that was more about curvy shapes and movement. We also added the stroke to the A for an easier read.

I will do a part two to show the brand used in assets for social media and print. Stay Tuned. 😉