Working together with Morii, we built keywords that reflected their mission statement and the feelings they wanted to convey with their brand.
I then developed a rough target market using the information I took from discussions, to get a sense of who the design should appeal to.
I also took the company name and considered how it was broken down to see if there were any design ideas that could reflect the meaning.
I came up with 3 different directions to take the brand, each reflecting their vision. I came up with logos, colors and typography. I also mocked up the branding into their website, desktop and mobile version, so they can easily picture the brand in action. I felt like all 3 directions reflected their keywords, but balanced differently. Although the brand was a balance of themes, there would always be one theme that was more dominant than others, so I made several choices depending on which theme Morii wanted to be dominant.
Direction 1: greatly focuses on luxury
Direction 2: speaks more to sustainability and ecology
Direction 3: represents adventure
Morii was an interesting project to work on, taking it from ground zero. Working with clients who were motivated to be hands-on was very helpful in developing the brand. Past the initial branding, the clients took designing into their own hands and I acted as a design consultant to teach them and further polish their work.
I love talking design, get in touch if you would like to hear more about my design thinking for this brand or just to simply chat.
