{Identity + Branding}
Student Project
Koko Roro sells handcrafted products targeted toward females between 20 and late 30s. The brand image is trendy, playful and feminine.
This was a challenging project as the logo seemed to change all the time. Below is finalized logo at the end of the school project.
Original hang-tags
Stationery
Mockup of website
Facebook page
IDENTITY PROGRESS
Although the process and stages of how the logo and wordmark develops is rarely shown to clients and in our portfolio, I’ve taken advantage of the web space to show how it evolved. Sometimes we may go through over 100 sketches and roughs to refine – not all of them are shown.
Since the company is all about gifts that are handmade, and from the heart, a gift tied with a heart was used for the logo
The corner seemed too sharp, so it was softened
The heart seemed to obvious and cliche, so the box and heart was drawn with one line 
The line seemed too similar in weight with the wordmark, so the box was made solid
Again, the line intersecting at the corner of the box seemed sharp, so the line was curved
The colour was changed to a more modern, sophisticated and feminine colour
The wordmark was changed to a handwriting style to give it a more “handcrafted” feel, and in association with another product, which the main mascot is a rabbit, a silhouette of a rabbit was drawn. This is where the designer’s desire gets in the way of designing something that is more suited to the identity.
With more sketching, the ornament for the logo’s background was developed, and the rabbit refined
This was the logo in it’s final stage. However, after industry reviews, and consideration, it was decided that the rabbit did not fit in with the concept and was taken out
As mentioned at the beginning, at the end of the school project, this was the final look.
However, as I took the brand and started using it in actual practice (for my hand-sewn goods that I wanted to sell), I went back to the earlier logos which incorporated the heart symbol and a more simplistic approach.