Rebranding
BenM
Initial Mindmap
I decided to rebrand Bertolli spread, because I think it seems a little outdated and not many people have heard of it. Giving it a more modern look could help it reach new, younger audiences looking for alternatives to butter.
In the top-right are the current logos and style of Bertolli. The one on the right is a more updated design, similar to what I would like to make, but I haven’t seen it being used yet so I’m not sure if it’s official. Below are some ideas for the style I would like to try for Bertolli. Using Adobe Color, I built its current colour scheme and a split complementary one I’d like to try. I think a flatter, more simplistic design with brighter colours and vector shapes could work and help make the brand appear more modern.
Logo Redesign
I started by experimenting with different shapes and layouts of the logo, trying to simplify the design in both shape and colour. This made the logo look too flat and uninteresting, so I took inspiration from the original logo and added a white highlight to some aspects of it, as well as an appropriate shadow. These additions made the logo really pop, so that it would be more eye-catching for a new audience. Next, I tried out lots of different fonts, but nothing seemed to work better than the original placeholder font that I had chosen. I then also changed the font for the subtitle, as in the original logo. The final product, below is a result that keeps the feeling of the original logo while updating and simplifying it to look more fresh and modern.
Brand Style Guide
Now that I have a clearer idea of what this brand will become, I can start laying out the foundations of my style guide, with the brand’s vision, personality and target audience, as well as the colours and fonts it’ll use.
A site that really helped me to create this style guide was ‘99designs’ and their article ‘How to create a brand style guide’ at https://99designs.co.uk/blog/logo-branding/how-to-create-a-brand-style-guide/.
While making the brand style guide, I tested out various images, fonts and writing styles before deciding on what I have used in my final style guide. On the right are some things I tried but didn’t end up using as I didn’t feel the fit with the style I was going for.
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Brand Style Guide
This brand style guide for Bertolli is to outline this brand’s new identity and voice clearly, as well as detail the specifics of the brand’s new, more modern style to ensure consistency across its branding.
Table of Contents
Page 3 - Introduction
Page 4 - Our Logo
Page 5 - Our Colours
Page 6 - Our Fonts
Page 7 - Our Imagery
Page 8 - Our Voice
Page 2
Introduction
Mission
Target Audience
Personality
Bertolli’s mission is to bring delicious olive-based products to the world, and provide everyone with the opportunity to taste traditional Italian cuisine in their own homes. Our vision is that everybody will be able to enjoy our vibrant, hand-crafted olive oils anywhere in the world, to experience that classic Mediterranean flavour.
Page 3
With our brand new style, our target audience has shifted slightly to younger people, from 20-40, who could use our finest products to brighten their kitchen and mix the taste of Italy into their food.
Our brand’s new personality has a more vibrant, lively feel, like our food. We aren’t as stern as we used to be, but we still deliver the same high standard in our products, while looking to the future. At Bertolli, we value quality and ingenuity, which is what originally began our business, and will allow it to grow.
Our Logo
Our logo is a symbol of pride and quality that should be instantly recognisable. The process behind designing this logo involved simplifying our previous logo to fit a more modern and fresh style. The colours are more vibrant, the seal is less complicated, but the elegant and classy feel is still there.
When branding our products, it’s important to know when to use each logo. 90% of the time, the main logo on the right should be used as it gives the full identity of our brand. Each of our products should have this logo somewhere. The smaller crown logo on the left is for more niche uses, such as to put on the top of bottle caps.
When using our logo, don’t skew the proportions or rotate it. Make sure it is clearly visible and between 2 and 4 inches in base length (between 1 and 1.5 inches for the crown). Also ensure there is at least 1cm of space around each logo and that no effects are applied to it.
Page 4
Our Colours
These are the new Bertolli colours. We primarily use red and gold to match our stylish new logo, with the shades of green for other parts of our packaging. These colours are bold and fresh, yet reminiscent of our previous style and the colours of traditional Mediterranean olives.
When designing packaging or branding assets, use these exact colours initially, then you may branch off with slight variations on these for highlights and shadows if necessary. If unsure simply use these colours at differing levels of opacity.
White isn’t included in this swatch, but it is certainly a Bertolli colour, usually used for text and outlines. Black isn’t so much a Bertolli colour, though it can be used for some smaller text if needed. If in doubt about the colours you want to use, simply ask if they match the personality of Bertolli and its products, and if so, they may be used. However, stick to this colour swatch as much as possible to ensure all our branding has a consistent feel.
Page 5
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Our Fonts
These are the fonts we use: Bello Script Pro, Avenir Next, and Domus respectively. The first should only be used for grand titles, like our brand name and logo. The second is a fairly simple but friendly font, for adverts or subtitles. The final one is much more standard, for information and small text.
These fonts define Bertolli, from the more extravagant and fun to the serious and refined. They should be all you need to encapsulate our style in text. If necessary, these fonts can be emboldened, underlined or even italicised, but usually they shouldn’t need to be.
Always align centre for packing and most adverts, otherwise align left. As with the logo, ensure to leave at least an inch of space between each text box. Line spacing should be 50pt for all. Bello Script Pro should have 150pt letter spacing, while Domus and Avenir Next should have 50pt letter spacing.
Page 6
Our Imagery
Bertolli imagery should be peaceful, natural and vibrant. Tranquil verdant landscapes and lush, juicy olives are very Bertolli.
These images will usually be laid out in the background and foreground to make a pleasing composition, as in our previous packaging.
Our newer style also prefers smooth vector shapes over detailed illustrations, as shown below. Using a mixture of landscape photos with clean, vector art will identify our brand with elegant design and serene Mediterranean bliss.
Page 7
Our Voice
You should be quite familiar with the voice of Bertolli after reading all of this. Our voice is lively, passionate and slightly vain. Remember our mission to bring the magnificent flavour of Italy to the world while seeming young and optimistic.
Words We Like Include:
flavour magnificence vibrant Italian Mediterranean classic cuisine traditional hand-crafted quality
grow fresh elegant modern natural lush smooth young renewed enjoy world exquisite
Words We Don’t Like Include:
good individual trigonometry hearty unfair OMG acronym selfish antique old-fashioned dull
conservative labour American fancy ungodly asterisk complicated fast effortless rigidity mimic
Page 8
Production Log
Packaging
In Illustrator, I made two different packaging images for my 3D model: one for the box and one for the lid. While making them, I made sure to use the colours and imagery laid out in my brand style guide so that it would feel cohesive in the final product. For the landscape, I used various shapes with smooth gradients for the hills, sky and sun. Then for the olives, I made a large one with gradients, shadows and highlights as well as a simpler vector branch. The lid was far easier as I just set the logo against a gradiated background.
Modelling
I decided I would make a 3D model of the packaging in Maya as I am fairly familiar with the software and the result would look better than if I just pasted my logo over another image.
Using references of similar butter packages, I modelled the basic shape of my box and the lid. I had to manipulate the vertices of the lid to get the corner where you can lift the lid up. Then, I went back to the shapes and bevelled the edges to make them look more realistic.
Now that the shapes were done, I imported my packaging image that I had made in Illustrator so that I could use it as a texture. This meant UV mapping the box and lid to fit the images, which took some time and a tutorial on the basics of UV mapping.
After that was over, I was able to texture the floor and add in a warm light to the scene, then render the final image.
Billboard 1
The final stage of my rebranding task is to create some promotional material for my product, so I will be using what I’ve made so far to make a billboard poster for Bertolli.
On the right is my first attempt at a billboard design, by adding text in front of the image with a very minimalist aesthetic. I then altered the proportions to fit a actual billboard (120x60in) and changed the background drastically.
I don’t think I like the look of these ones so instead I’ll make a new render that I can use for a different approach that will hopefully look more like a real billboard.
Billboard 2
For this billboard, I started by making a final render of my butter packaging, with much higher quality than before and no background. In Photoshop, I added a gradiated backdrop and some suitable text. I also added a transparent butter curl to show the product a bit more realistically. Then, I used layer effects to add drop shadows and outlines to these elements, along with adjusting the colours and tones slightly. Finally, I added a paper texture and skewed the proportions to match a plain billboard template. I’m much happier with the result of this billboard and feel it really shows the product I have made.
Evaluation
Meeting the brief - My brand redesign made sure to address all aspects of the brief: the brand guide, logo, colour palette, typography and packaging, as well as the promotion material. I also ensured I only used assets and images that I had created or were free to use, like the fonts and billboard template. Visually, I tried to keep the same appeal of the original brand while giving the style a fresher and cleaner aesthetic, like a real brand redesign.
Professionalism - I tried to make my brand redesign look professional throughout by constantly referencing other similar products and seeing I could improve, particularly with the brand style guide and the billboard. Additionally, when modelling in Maya, I used advanced techniques like UV mapping and bevelling to make it look more realistic.
Problem-Solving - This process contained many issues that I had to resolve, especially in Maya and Illustrator, but most of these didn’t take too long to resolve. Some more significant problems included making the new crown icon as part of the logo, and learning how to UV map, which I fixed by looking at inspiration and tutorials. One issue I forgot to fix was the low-poly edges of my lid, but they aren’t too noticeable.
Successes - I think three major successes of this project were my final Maya render, my redesigned logo, and my adjusted colour scheme. These aspects of the brand redesign took a while to get right, but I am glad that I did, as they look really polished.
Progress - This project has allowed me to increase my Maya skills, improve my Illustrator skills, and learn what goes into designing a brand. These are skills that I can also use in my other projects, along with how to plan out a project like this. If i were to do this project again, I think I would try to make my redesign a bit more removed from the original, as it is still quite similar.