Stella Wang's Padlet (Brand Expression by Yueyao Wang

ywang01202071 — 2022-10-03 08:53:45 UTC

Brand story

ywang01202071 — 2022-10-03 12:12:24 UTC

"We’re obsessed with the power of plants and how more of us eating them can help transform our planet."

ywang01202071 — 2022-10-03 12:12:37 UTC

"In plants’ natural, renewable energy and that millions of us trying to change how we eat is better than a handful of people being perfectly sustainable."

Brand value

ywang01202071 — 2022-10-03 12:12:55 UTC

PLANT-BASED MEALS

Every recipe is crafted to balance health and taste. Made by chefs, taste-tested by us, enjoyed by you

DELIVERED FROZEN

To lock in nutrition and taste, from our kitchen to yours when you need it most

SUSTAINABLY PRODUCED

From food to delivery, everything is designed to protect the planet

Wordmark

ywang01202071 — 2022-10-03 12:13:24 UTC

ywang01202071 — 2022-10-03 12:15:26 UTC

SUSTAINABLY MADE

ywang01202071 — 2022-10-06 09:57:56 UTC

We believe creating happy communities and healthy ecosystems starts on our plate, but it doesn’t stop there which is why we choose to go after our mission in a way that’s both Planet-kind and Human-kind.

We achieved B Corp Certification in 2018 to verify these efforts and join a growing movement of B Corporations using the power of business to solve social and environmental problems. By 2021 we had a score of Outstanding and are one of only a handful of B Corps to have achieved this.

ywang01202071 — 2022-10-06 10:03:38 UTC

This is a mind map related to the brand' s personality.

ywang01202071 — 2022-10-06 10:03:50 UTC

This mind map shows some pattern and elements that I think can related to the personality--vitality

ywang01202071 — 2022-10-06 10:04:04 UTC

ywang01202071 — 2022-10-06 10:04:09 UTC

I tried to find out the personality of allplants.

ywang01202071 — 2022-10-06 10:06:36 UTC

ywang01202071 — 2022-10-06 10:06:42 UTC

ywang01202071 — 2022-10-06 10:06:47 UTC

ywang01202071 — 2022-11-02 23:12:18 UTC

ywang01202071 — 2022-11-02 23:13:51 UTC

ywang01202071 — 2022-11-07 11:42:14 UTC

ywang01202071 — 2022-11-07 11:45:53 UTC

I would like to use rippled sections to represent vegetables, sun-shaped patterns to show fruit and scattered dots to signify grains.

ywang01202071 — 2022-11-07 11:46:12 UTC

ywang01202071 — 2022-11-07 11:46:26 UTC

ywang01202071 — 2022-11-07 11:46:35 UTC

ywang01202071 — 2022-11-07 11:47:42 UTC

ywang01202071 — 2022-11-07 11:47:44 UTC

ywang01202071 — 2022-11-07 11:47:55 UTC

ywang01202071 — 2022-11-07 11:48:15 UTC

ywang01202071 — 2022-11-07 11:49:24 UTC

Practice

ywang01202071 — 2022-11-07 11:50:14 UTC

1

ywang01202071 — 2022-11-07 11:50:40 UTC

2

ywang01202071 — 2022-11-07 11:51:02 UTC

3

ywang01202071 — 2022-11-07 11:51:22 UTC

ywang01202071 — 2022-11-07 12:10:12 UTC

ywang01202071 — 2022-11-07 12:11:43 UTC

ywang01202071 — 2022-11-07 12:13:37 UTC

ywang01202071 — 2022-11-07 12:14:10 UTC

ywang01202071 — 2022-11-07 12:16:20 UTC

ywang01202071 — 2022-11-07 12:16:23 UTC

ywang01202071 — 2022-11-07 12:18:17 UTC

ywang01202071 — 2022-11-07 12:18:27 UTC

ywang01202071 — 2022-11-07 12:18:28 UTC

ywang01202071 — 2022-11-07 12:18:42 UTC

ywang01202071 — 2022-11-07 12:20:59 UTC

ywang01202071 — 2022-11-07 12:21:01 UTC

ywang01202071 — 2022-11-07 12:27:32 UTC

ywang01202071 — 2022-11-07 12:28:36 UTC

Final one

ywang01202071 — 2022-11-16 22:21:46 UTC

ywang01202071 — 2022-11-16 22:26:53 UTC

This is the first version of a gif I made based on my logo, but I prefer a gif that can be played in a continuous loop.

ywang01202071 — 2022-11-16 22:26:55 UTC

I added an ending to the previous gif and was advised by my tutor to use the existing graphic elements at the end.

ywang01202071 — 2022-11-17 09:57:28 UTC

This is a simple stop-motion animation I tried to do in class.

Research

ywang01202071 — 2022-11-21 10:42:36 UTC

There is a very small gap of gender percentage in the audience for allplants, which is nearly half and half. I think it's better to have a more unisex design style.

At the same time, in order to cater to a relatively young audience and the style of allplants itself, I wanted to create a more vibrant and energetic symbol that using brighter colours.

Mind map

ywang01202071 — 2022-12-01 10:05:04 UTC

ywang01202071 — 2022-12-01 10:11:43 UTC

Brief

ywang01202071 — 2022-12-01 10:15:38 UTC

ywang01202071 — 2022-12-01 10:15:46 UTC

ywang01202071 — 2022-12-01 10:15:59 UTC

ywang01202071 — 2022-12-01 10:16:16 UTC

ywang01202071 — 2022-12-01 10:17:17 UTC

I wanted to follow the style of the core-brand logo and when sketching I tried to stay as close as possible to the previous logo I had made, but also to reflect the character of the products sold by the sub-brand. I tried to incorporate elements such as cups, straws and liquids into the logo.

ywang01202071 — 2022-12-01 10:17:27 UTC

Some sketches of sub-brand logotype.

ywang01202071 — 2022-12-01 10:37:38 UTC

ywang01202071 — 2022-12-01 10:41:10 UTC

Initial Ideas

ywang01202071 — 2022-12-01 10:47:16 UTC

1 Food taster bundle
allplants has a wide range of different flavors, but with new users or customers who have not tried some of the meals, it can be difficult for them to make a decision and there is even a risk that they may not like some of the flavors and vegetables and throw away the food. A small food-tasting kit can be a great solution to this problem, allowing customers to have a better shopping experience while also reducing food waste.

2 Plant-based/reusable Straws (edible
People generally use straws to drink smoothies, and some customers do not have recyclable straws at home, such as metal straws. Providing customers with recyclable or recyclable straws while delivering can reduce the waste of plastic types.

3 Smoothies powder with Recyclable packaging
Edible
Biodegradable

Edible Straws

ywang01202071 — 2022-12-05 09:54:03 UTC

After some rethinking, I combined the smoothie tasting packs with edible straws. I think that these straws could be made into different flavor depending on the smoothie and sold as tasting packs or given away as a gift with purchase.

Smoothies' Powder with Edible Packaging

ywang01202071 — 2022-12-05 09:54:26 UTC

After being inspired by the tea bags, like a powder bag. I thought if the bag can be dissolved, it would be possible to achieve zero packaging waste while putting the smoothie powder through the brew. There are already some brands that are using edible paper for food packaging. I thought it would be possible to put the smoothie powder inside a bag made of edible wafer/rice paper and put the whole package directly into water when brewing, thus achieving zero plastic and zero waste

Edible Smoothies' Recipes

ywang01202071 — 2022-12-05 09:56:33 UTC

As wafer paper can also be printed and there are many cakes that use this technique, I thought it would also be a good idea to print some smoothie recipes on it and give them away as freebies to consumers who buy smoothies.

Campaign name choosing

ywang01202071 — 2022-12-05 10:09:16 UTC

1. Drink All, Eat All
2. Eat Everything
3. Enjoy Everything

ywang01202071 — 2022-12-05 11:44:22 UTC

ywang01202071 — 2023-01-09 10:20:24 UTC

ywang01202071 — 2023-01-09 10:21:48 UTC

Paper Packaging Recycling Points

ywang01202071 — 2023-01-09 10:23:16 UTC

Allplants recommends that consumers send their packaging back and they will recycle it. There are now many waste collection points and I think there could also be some paper packaging collection points to make it easier for people to drop off. Customers can get a reward after dropping off their recycling, like points or some freebies.

ywang01202071 — 2023-01-09 10:26:34 UTC

ywang01202071 — 2023-01-09 10:27:07 UTC

ywang01202071 — 2023-01-09 11:34:32 UTC

ywang01202071 — 2023-01-09 11:49:54 UTC

For the colour, I decided to use the same colour palatte as the core-brand.

Little Quiz of Smoothies' Personality

ywang01202071 — 2023-01-09 12:12:16 UTC

users can get suggestions
platform: tiktok

ywang01202071 — 2023-01-09 12:19:18 UTC

ywang01202071 — 2023-01-09 12:19:29 UTC

Drink All, Eat All

ywang01202071 — 2023-01-09 12:22:05 UTC

I first came up with three sub-brand names, and after getting feedback from classmates and tutor in tutorials, I chose Drink All, Eat All as the final name.

ywang01202071 — 2023-01-19 10:17:32 UTC

This is the first version of the branded video. I made some changes to the storyboard to make the transitions more natural and interesting, and used the gifs I made earlier in the ending section.

Besides, it is important to show the style of the collage. I have experimented with many different types of brushes to show different textures in my work.

ywang01202071 — 2023-01-19 10:18:26 UTC

ywang01202071 — 2023-01-19 23:02:01 UTC

I thought it was a bit pale with just sound effects and I tried to find some music to match the style of my food collage video. I found Loving Call by BCD Studio is a great song, it has a very light and upbeat vibe, so I tried to edit it and add it to my video.

ywang01202071 — 2023-01-19 23:03:38 UTC

I found some sound effects that would be created while cooking or in the kitchen and tried to add them to my video. I also found some relevant elements in order to show the texture of the ingredients.

ywang01202071 — 2023-01-25 15:58:46 UTC

I chose this logo that looks a bit like a cup, also with a straw as my final logo.

Final Logo

ywang01202071 — 2023-01-25 15:58:58 UTC

ywang01202071 — 2023-01-25 15:59:44 UTC

ywang01202071 — 2023-01-25 16:00:05 UTC

ywang01202071 — 2023-01-25 16:00:21 UTC

ywang01202071 — 2023-01-25 16:00:33 UTC

ywang01202071 — 2023-01-25 16:00:44 UTC

ywang01202071 — 2023-01-25 16:03:32 UTC

ywang01202071 — 2023-01-25 16:04:26 UTC

ywang01202071 — 2023-01-25 16:04:57 UTC

ywang01202071 — 2023-01-25 16:05:24 UTC

ywang01202071 — 2023-01-25 16:07:44 UTC

As the packaging for my two touch points was created together, it has the same problem on this side.

ywang01202071 — 2023-01-25 16:08:02 UTC

When I made the first packaging, the mockup I used was a normal rectangular cardboard box. But the more I looked at the box, the weirder it became, and it didn't feel like it was filled with thing that have good flavour. My tutor reminded me that I could make the packaging more vibrant and reflect the brand's personality.

ywang01202071 — 2023-01-25 16:08:30 UTC

I was a bit lazy at first so I still used the paper tube type of mockup for smoothies' powder, after I shared it with friends and family they found the straw in the tube acceptable but not so good for my smoothies’ product. As most of the paper tubes were filled with chips, which made a strong impression, I still needed to find a way to package the smoothie powder that did not contradict it.

Final Showcase

ywang01202071 — 2023-01-25 16:08:45 UTC

After revising the design style, I finally chose to use a paper tube mockup to showcase the packaging of the edible straws.

Final Showcase

ywang01202071 — 2023-01-25 16:09:07 UTC

As smoothies' powder with soluble packaging is also a bit like coffee and tea bags, I ended up with the paper bag shape.

ywang01202071 — 2023-01-25 16:21:33 UTC

This is the first version of the selfie effect I drew up, I using a screenshot of myself taking a picture on tiktok as a background.

ywang01202071 — 2023-01-25 16:24:18 UTC

After being reminded of this by my tutor, I also realised that this did not fit in with the rest of my design style, so I used elements that already existed in other touch point packaging designs to create a second version of the effect.

ywang01202071 — 2023-01-25 16:24:32 UTC

ywang01202071 — 2023-01-25 16:24:43 UTC

As this selfie effect is essentially a small test, I made two more effects of the same style available for random substitution.

Final Showcase

ywang01202071 — 2023-01-25 16:24:57 UTC

I used a mockup to showcase these selfie effects.

Persona

ywang01202071 — 2023-01-25 17:13:50 UTC

I tried to create a persona that based on the research of audience.

1. Flavour edible straws

ywang01202071 — 2023-01-25 20:40:44 UTC

2. Smoothies' powder with soluble packaging

ywang01202071 — 2023-01-25 20:41:20 UTC

3. Tiktok AR selfie effect

ywang01202071 — 2023-01-25 20:41:47 UTC

ywang01202071 — 2023-01-25 21:02:55 UTC

ywang01202071 — 2023-01-25 21:03:38 UTC

ywang01202071 — 2023-01-25 21:06:41 UTC

ywang01202071 — 2023-01-25 21:08:22 UTC

Summary

ywang01202071 — 2023-01-25 21:12:45 UTC

Allplants is a brand of vegan food that sells a wide range of ready meals and provide delivery service. Allplants also focus on sustainability.

Summary

ywang01202071 — 2023-01-25 21:23:15 UTC

Although some illustrative pictograms appear on the allplants website, they are not used elsewhere. Patterns on their packaging is more colourful, geometric or minimalist. They do a good job of reflecting the colours of the food when photographed in the flesh, which makes it more appetising to the customer.

ywang01202071 — 2023-01-25 21:37:25 UTC

The Flying Saucers Sweets are wafer paper shells filled with sour sugar, which inspired me. It also reminded me that there is a lot of edible rice paper available in Asia, which I thought could be used in my touch point.

ywang01202071 — 2023-01-25 21:37:55 UTC

As I did with the first touch point, I made a rough model of the product.

ywang01202071 — 2023-01-25 21:38:23 UTC

I started by making a rough model of the straw in Adobe Dimension, which I intend to put into the display picture of the packaging I'm making later.

ywang01202071 — 2023-01-25 21:39:54 UTC

I used a lot of images of different types and colours of ingredients in the process of making of the video.

Summary

ywang01202071 — 2023-01-25 21:45:51 UTC

I have noticed that most of the logos of food brands that are related to the environment and sustainability use the colour green, and many of them contain elements of vegetables and fruits. It seems that most brands in particular like to use green leaves in their logo.

ywang01202071 — 2023-01-25 21:59:11 UTC

When I first started to think about the logo I tried different styles, some more figurative and some more abstract, but they all based on vegetables.

After getting feedback from my tutor and I reflecting on it, I realised that a more figurative logo would be similar to other brands and that allplants itself uses some geometric patterns. So I decided to go in a more abstract and geometric direction with the logo.

ywang01202071 — 2023-01-25 22:06:11 UTC

Allplants has changed the font and the colours used following the change in design style. Although yellow had always been used, it has been changed to a more saturated and vibrant colour. Personally I prefer the lighter yellow and the current colour scheme always reminds me of a cautionary tale.

I have tried to add to the original yellow a more harmonious green and red, both of them are colours often found in fruit and vegetables.

ywang01202071 — 2023-01-25 22:16:13 UTC

I chose some of the sketches that I liked more, then put them into Adobe Illustration to draw, some of them didn't turn out very well. There are three more interesting and clean logos , but I haven' t decide which one as my final logo yet.

ywang01202071 — 2023-01-25 22:21:34 UTC

ywang01202071 — 2023-01-25 22:27:39 UTC

My initial idea for the brand world was stickers, badges and tote bags, all three ideas seemed too plain, so I kept the badge idea but improved it to a metal badge that could be freely mixed with elements from the logo.

ywang01202071 — 2023-01-25 22:30:55 UTC

The new packaging for allplants made me feel a bit like a cookbook cover, but I really like the way photos of food are displayed in combination with geometric patterns. So I tried to design a new packaging to make it look a little softer.

ywang01202071 — 2023-01-25 22:35:55 UTC

After the presentation, both my classmates and our tutor thought that this logo looked better and was more vibrant. I also liked it more, so I chose it as my final core brand logo.

ywang01202071 — 2023-01-25 22:50:16 UTC

I found some advertisements and film online that about food products, they always use a lot of photos and videos of vegetables and fruits. I think this gives the impression that the ingredients are all very fresh and the colourful ingredients inspire people to keep watching.

ywang01202071 — 2023-01-25 22:55:19 UTC

After viewing some of the collage style animations, I thought it would be interesting for the viewer to see, and can use some photographs to show the ingredients at the same time.

ywang01202071 — 2023-01-25 23:07:59 UTC

ywang01202071 — 2023-01-25 23:08:57 UTC

ywang01202071 — 2023-01-25 23:11:16 UTC

Summary

ywang01202071 — 2023-01-25 23:19:05 UTC

An animated version of the logo is a more appealing way of representing the style and characteristics that a brand wants to highlight. In my gif, I needed to reflect more of the energy that the allpalnts brand has, and the deliciousness of the food.

ywang01202071 — 2023-01-25 23:43:35 UTC

ywang01202071 — 2023-01-25 23:45:40 UTC

Depending on the sketches of the three storyboards, I have tried to create an abbreviated version of the video.

ywang01202071 — 2023-01-26 00:47:40 UTC

These are summary and some thoughts depending on the brief of smoothie for allplants.

ywang01202071 — 2023-01-26 01:12:13 UTC

I tried to find the font that allplants is using and after a detailed look at its website and wordmark, I found that the two letter a's in wordmark were from different typefaces. The first a could only be found in a similar serif font, while the second a was supposed to be from Paytone One. Text on the allplants website had a prominent headline, so I found that the font it was using is Monterrat.

ywang01202071 — 2023-01-26 01:26:13 UTC

I have made three logotypes in Adobe Illustration based on my sketch, none of them I am very happy with, but I don't know what the problem is.

ywang01202071 — 2023-01-26 01:29:02 UTC

After getting feedback from my tutor, I chose a solid font for the logotype and removed the commas. After adjusting and layout, I got the current identity.

Summary

ywang01202071 — 2023-01-26 01:33:25 UTC

Allplants smoothie products are also designed to reduce waste, so I felt it was important to reflect this in the choice of materials and methods chosen.