Kinder Grey Co. Process | Breanna Rose

Oh man, it’s been awhile since I shared some of my in progress projects. There is a lot that’s been under wraps and it’s always hard to wait until the end. That’s why I love sharing little snippets like these so much! A lot of you who took my survey a few weeks back mentioned wanting to here MORE about choices + revisions and how I move forward with clients. Because of that, I’d like to talk a little more in depth about this particular project. If you take a look back at this moodboard, you can see where it all began. Joanie is starting a NEW business that is all about the outdoors + adventure. She is one of the most passionate clients I’ve ever had the pleasure of working with, so it was important for us to convey her lifestyle in order to attract like minded individuals at launch. We played around with two very different concepts before settling on THE ONE …

As you can see, the top row ( in the above image ) is a lot more bold + edgy, which is meant to express just how passionate this brand really is. Joanie is making her dreams a reality in such a unique / forward way, which I truly admire. Plus, the top ( first ) option allowed us to explore some fun mark designs to pair with the typography. The second option ( middle row above ), on the other hand, was much more whimsical and light. Initially, we both thought that this would be the natural fit. Our first priority in strategy was to keep things minimal + modern, which is exactly what this option aimed to do.

But as we moved forward, it became quite clear that the first option ( top ) was stronger and a better fit for Kinder Grey Co. While we originally aspired to create something airy, it was the BOLD look that won out. Sometimes, it’s extremely beneficial for clients to see substantially different concepts. That way, you can truly get a feel for a few options and feel out what’s right, visually. Since, we have taken elements from that top row and have created a solid + OFFICIAL brand. What you see is very close to the final pieces, which I’ll be sharing soon enough. We’re currently in the website phase, so there’s much more to come for this amazingly fresh business. Can’t wait to share!

  1. Amal says:

    I love the design you’ve chosen! What’s that brilliant bold script font? The curly tip of the lowercase r is killer.

    • breanna says:

      Thank you! And I’m relieved to hear you say that – – we struggled with loving the “r,” but also worrying about legibility. In the end, we went with “it’s cool” and kept it. Glad we did. :)

  2. Jo says:

    I like that you’ve described the back and forth before landing on the final concept. It seems hard to choose because they’re all so good, but that ‘r’ really does take it away! At this point do you just show the different concepts like in the image above or do you also mock them up in the context of how they might be used?

    • breanna says:

      I typically share each concept in a VERY similar format to what you see above. I always keep the first round black & white only ( unless color is absolutely necessary ) so that the client can focus on type + composition. I don’t usually show it in full on context, because again, I like to put all attention on the logo without distractions! Plus, my clients typically choose build out additions “a la carte,” which is an extra cost and something we explore after the fact. :) That may be changing in the future though … not sure yet.

    • Loving this Bre! After reading your response to this, I was wondering: Do you always start with a logo package? This comment just really strung a chord with me. I currently offer web design / logo packages separately, and it’s always a weird thing when clients JUST choose the web design and don’t already have a pre-defined brand. We end up creating a header that is basically a logo that hasn’t gone through the true logo process. It works out alright, but I have been wondering how to refine this process :) Thanks for all the insight you share, it’s always so exciting and interesting to see!

  3. Adoro tu trabajo, me parece bellĂ­simo.

  4. love those options!! I especially love co in the circle and the tree icon. I can’t wait to see what you do for the website:)

    • breanna says:

      Thank you so much! I can’t wait to see what happens with the website, either. We haven’t started yet. ;) Next week!

  5. Diana says:

    Yay! I was one of the people on the survey who was curious to see more of the design process, so thank you for sharing! :) Very cool designs and great to hear how you and the client negotiated which version was the best fit for her.

  6. Joy says:

    Seeing the design process is so helpful to me…I learn so much in the different iterations. I think when I first starting offering things to clients I didn’t give myself enough room to breathe and closed things in too quickly. I love how there is such a wide range of options here, but stylistically similar.

    • breanna says:

      Sometimes, the concepts aren’t this cut + dry. More often than not ( i think ) they are more similar in function, because the strategy may be more straight forward. But I always like to try going in to distinct directions, even if subtle, to see what is TRULY right. :)

  7. Allison says:

    i’ve been following along the iterations of this mark on dribbble but it’s always good to hear more about the client-centric part of the process! i personally love the middle two lettered ones; so lovely.

    • breanna says:

      Thank you!! I still really love the middle row, too, but perhaps that script can be used on another rainy day.

  8. Victoria says:

    I love seeing both the strong / bold and light / airy options. That first one is great – a perfect mixture of bold and modern simplicity. I have to say, that little tent with the star is so cute ;) Can’t wait to see the website!

  9. Kerry Rose says:

    Ahhhhh this is one of my favorites. I remember seeing the moodboard and freaking out a little bit. I’m really digging the touch of gold and airy colors. Makes me want to go outside! Once the snow melts…lovely work!

  10. alicia says:

    I can’t resist, gotta ask, what typefaces are you using? top right Kinder plus middle row

  11. Kelly Brito says:

    I usually like the thinner fonts better, but wow, the bold font just worked out so nicely! Great job, Breanna. Absolutely looking forward seeing the rest of the pieces of the brand.

    • breanna says:

      Gah – I go back and forth between loving THIN or THICK fonts, but ultimately, gotta go with the right strategy for the brand. ;) + THANK YOU.

  12. Angel Y. says:

    I love the bolder options so I’m glad you guys went in that direction. Looking forward to seeing how it turns out!

  13. Jessica G. says:

    Thanks! I liked hearing about the thoughts and decisions between options.

  14. Alyssa says:

    Love those bolder fonts! The second one in particular is my favorite! So simple, yet so gorgeous! Great job with these :)

  15. Ashlee says:

    I love that you’re sharing some more in progress snippets! I love the bold look so much and I am excited for you to share the final project.

  16. […] about creating a brand that truly reflected her products. In contrast to the last process shot I shared with you ( two distinct directions ), we knew that for THIS identity, we wanted something very […]

  17. Really loving your exploration with this one. That chunky script typeface is perfect! I’ve gotta figure out what that is :]

  18. Truth is the first option is too bold, but boy it wins your heart right away. I agree with others who stated the curly “r” tip. I think it’s lovely and it’s just above the fine line of having a “first year of elementary school student learning to write” kind of font for the word. And the in circle continues the rhythm too. All in all it looks so well thought, like everything you design :)
    I’d like to see the first version with the geometric teepee of the one next to it instead of the tree, but I guess it would all look too rigid. Also, glitter tree, my first thought!

Sorry, the comment form is closed at this time.