2@dasharsiusha | verstka.org

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Проект разработки визуальной концепции брeнда домашней пекарни

Дарья Зоценко
ДПО Коммуникационный дизайн
Куратор: Алексей Фадеев

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Знакомьтесь!
Поля и Паня Марципановы
сестры и лучшие подруги

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страстные любительницы путешествий, чаепитий и сложных углеводов

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Не справившись с неудержимой любовью к выпечке
в 1956 году на улице Пирогова сестры Марципановы открыли свою кондитерскую под названием Пом Пом.
потому что
П - это Полина, а еще это Паня
О- это Обжорство
а М - это Мир во всем Мире
с вот таким логотипом на французский манер:

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Лучше всего Поле и Пане удавались кексы и истории за чаем. Так вот решено было каждой истории приурочить по кексу, а каждому кексу придумать по истории.
На новый рецепт могут вдохновить самые простые вещи! Ну например сладкие апельсины с Капри (ну ладно из Геленджика) на лимонный кекс с апельсиновыми цукатами.

Ежевика из Булонского леса в Париже хорошо подошла бы к шоколадному кексу, похожему на мох с мокрых деревьев, среди которых они заблудились, когда поехали на выставку имрессионистов в Париж. Пусть даже ежевика никакая не булонская, а из Подмосковья, это даже лучше, потому что полезнее есть местное.

Молочно-белый, как туман в горах, кекс с малиной напомнит про швейцарские Альпы, куда девушки ездили на соревнование по большому теннису. Лучшая малина растет в Сертякино, жаль только там нет гор.

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Продукт: кекс
Задача: разработка оригинального логотипа и упаковки
Главное приимущество продукта: натуральные местные продукты, премиальные ингридиенты, низкая калорийность
Ассортиментная матрица:
- кекс с малиной
- шоколадный кекс с ежевикой
- кекс с цукатами
Цена: 450 руб

Бриф:

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Конкуренты:

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Мудборд:

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Cо словосочетанием "пом пом" у меня возникло много ассоциаций!
во первых звуковые:
- это звук, когда повар бьет ладонь о ладонь, сбивая с них муку
- наверное с таким звуком стреляет жиром углеводная пушка
- так бабушка бьет внука по попе
- так пыхтит дрожжевое тесто перед отправкой в печь

Потом были ассоциации лингвистические. Игра слов:
Pomme - по фанцузски яблоко
pom - по английски гранат
вышел даже симпатичный логотип,

но на пекарню все еще было не похоже

В итоге родилась идея, а точнее родились две секретного возраста дамы, аббрeвиатуры из имен которых и стали названием пекарни, а их истории - основой легенды бренда

Нейминг:

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Знакомьтесь!
Поля и Паня Марципановы
сестры и лучшие подруги

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Знакомьтесь!
Поля и Паня Марципановы
сестры и лучшие подруги

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страстные любительницы путешествий, чаепитий и сложных углеводов

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Знакомьтесь!
Поля и Паня Марципановы
сестры и лучшие подруги

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Не справившись с неудержимой любовью к выпечке в 1956 году на улице Пирогова сестры Марципановы открыли свою кондитерскую под названием "Пом Пом"

потому что:

П - это Полина, а еще это Паня

О- это Обжорство

а М - это Мир во всем Мире

Наш бренд про дружбу, нашим продуктом важно делиться. Графическая часть - это два инициала P&P в пекарских колпаках, связанные друг с другом сердечком

Логотип:

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фото продукта

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винтажные фото героинь

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Стилеобразующие элементы:

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коллаж

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Основные и дополнительные цвета:

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{"points":[{"id":121,"properties":{"x":0,"y":0,"z":0,"opacity":1,"scaleX":1,"scaleY":1,"rotationX":0,"rotationY":0,"rotationZ":0}},{"id":123,"properties":{"x":0,"y":0,"z":0,"opacity":1,"scaleX":1,"scaleY":1,"rotationX":0,"rotationY":0,"rotationZ":-360}}],"steps":[{"id":122,"properties":{"duration":0.8,"delay":0,"bezier":[],"ease":"Power0.easeNone","automatic_duration":true}}],"transform_origin":{"x":0.5,"y":0.5}}

белый

(как мука)

темно коричневый

(как шоколад)

дополнительные цвета всегда яркие и теплые

если нет, то это оттенки чернобелых фотографий

CMYK
70 - 68 - 78 - 64

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Garamond Bold и Garamond Bold Italic

Шрифт:

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Authors: Claude Garamond

Copyright: Digitized data copyright Monotype Typography, Ltd 1991-1995. All rights reserved. Monotype Garamond™ is a trademark of Monotype Typography, Ltd which may be registered in certain jurisdictions.

Trademarks: Monotype Garamond™ is a trademark of Monotype Typography, Ltd which may be registered in certain jurisdictions.

Font Vendor: Agfa Monotype Corporation

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кекс с цукатами:

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Лучше всего Поле и Пане удавались кексы и истории за чаем. Так вот решено было каждой истории приурочить по кексу, а каждому кексу придумать по истории.
На новый рецепт могут вдохновить самые простые вещи! Ну например сладкие апельсины с Капри (ну ладно из Геленджика) на лимонный кекс с апельсиновыми цукатами.

T

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шоколадный с ежевикой:

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Ежевика из Булонского леса в Париже хорошо подошла бы к шоколадному кексу, похожему на мох с мокрых деревьев, среди которых они заблудились, когда поехали на выставку имрессионистов в Париж. Пусть даже ежевика никакая не булонская, а из Подмосковья, это даже лучше, потому что полезнее есть местное.

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кекс с малиной:

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Молочно-белый, как туман в горах, кекс с малиной напомнит про швейцарские Альпы, куда девушки ездили на соревнование по большому теннису. Лучшая малина растет в Сертякино, жаль только там нет гор.

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Пакет и визитки:

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T

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спасибо