Branding for Australian Line

Project Overview

In 2018, I embarked on a branding project for Australian Line, a fictional brand specializing in sports footwear, clothing, and accessories. This project was part of a student internship and provided an excellent opportunity to hone my skills in logo design, branding elements, and product packaging.

The Challenge

The primary objective was to create a cohesive brand identity that reflected the dynamic and sporty nature of Australian Line. The branding needed to be versatile enough to be applied across various mediums, including shoeboxes, label tags, branded shirts, and paper bags.

Role and Contributions

As the sole designer on this project, my responsibilities included:

Designing the logo and logotype.
Creating branding elements for packaging and apparel.
Ensuring all designs were consistent and aligned with the brand's identity

Design Process

1. Research and Concept Development

The project began with thorough research into the sportswear industry and Australian cultural elements. I sought to understand the visual language of existing sports brands and identify unique characteristics that could make Australian Line stand out.

2. Logo and Logotype Design

The logo captures the brand's energy and vibrancy with a kangaroo silhouette symbolizing agility and strength, iconic to Australia. A bold, modern typeface was chosen for the logotype to convey movement and athleticism.

3. Branding Elements

Shoeboxes

The shoebox design featured the logo prominently, with colors that reflected the brand's sporty ethos. The boxes were designed to be eye-catching and functional, providing a memorable unboxing experience.

Label Tags & Paper Bags

Label tags and paper bags were designed minimally, ensuring clear essential information and consistent branding. Both featured the logo and brand colors for instant recognition.

Apparel & Shoes

The apparel and shoes featured the logo and logotype, applied in a way that was both stylish and functional.

Outcome

The branding project for Australian Line successfully established a strong and cohesive brand identity. The designs were well-received for their ability to convey the brand's energetic and sporty nature while being versatile enough for various applications.

Distinctive Logo and Logotype

Created a memorable logo and logotype that effectively represented the brand.

Cohesive Branding Elements

Developed consistent branding elements that enhanced the brand's presence.

Enhanced Brand Recognition

The branding strategy ensured that Australian Line stood out in the sportswear market.

Reflection

This project was a valuable learning experience that allowed me to explore various aspects of branding and design. It reinforced the importance of consistency and attention to detail in creating a strong brand identity. The success of this project demonstrated my ability to translate brand values into effective visual elements, a skill that I continue to apply in my professional design work.

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