Building a friendly brand experience with RIHO
Problem
The previous branding failed to convey the personality of RIHO's brand. It missed the opportunity to attract customers who are willing to spend more to buy higher-end gift boxes.
Objective
In order to appeal to its new target audience, RIHO needs a new branding approach that exudes both elegance and energy.
Outcome
I facilitated a brand workshop with the client and had multiple collaboration meetings with the business owner. We worked together to determine the look and feel of the new brand experience.
Path to the final solution
Brand workshop
Low-fidelity sketches
Mid-fidelity sketches
Final
The total length of this project is five weeks. We started the first meeting to align with the goal of the project. I designed and facilitated the brand workshop which helps me understand the brand better and helps the owner be more comfortable sharing her feedback. I did two rounds of sketches in the low-fidelity format first to make sure we were heading in the right direction. Then we selected three sketches that stands out the most and transfer the design to digital format. Throughout the process, we had multiple meetings to discuss the work and feedback which leads us to the final design.
The final logo consists of four corner rounded blocks that represented the feeling of togetherness. RIHO is a company that values collaboration. It aims to provide a friendly and natural look and feel to the customer. All the edges are with slightly rounded corners which communicates an elegant, easy-going feel.
We pulled a lot of inspiration from nature to decide RIHO’s look and feel. RIHO wants to make everything customers feel happy when receiving the product. It uses a bright color palette and organic shapes in RIHO’s brand identity design.
RIHO brings happiness and joy to the customer.
Express through the typeface
We chose serif fonts on both Chinese and English typefaces to elevate the elegant and high-end feel. Also, the slightly rounded detail on the typeface helps staying cohesive with the new brand identity.
Color-coded labeling system to enhance the scalability on the landing page
We wanted to infuse some fun into the brand by incorporating custom patterns created from geometric shapes. To help users find information more quickly, we intentionally kept the landing page concise and to the point.
Packaging for different occasions.
We designed the first RIHO regular packaging in a classic pizza box style. Using the elements from the custom patterns and accent colors to show playfulness.
The second packaging design is created in slider box style. Incorporating RIHO’s color and pattern, makes the customer feel warm, welcoming and provides a friendly vibe at first glance.
The design was inspired by the leaves’ shape and RIHO’s custom patterns. We want to make the Dragon Festival gift box look more premium and unique. We minimized the design on the box and added a patterned belt to emphasize RIHO’s branding.