When is a Good Time to Redesign?

Essentially… if it doesn’t feel right?

In this week’s short post, we share some of the old designs for our ‘Demistify’ Project, analysing why some images were chosen and why some weren’t.

Hopefully this will give you an insight into our creative practice as a company and show how we design to fit each new audience.

  1. Initial Concept - Playful and Childish Ilustrations

This first concept was much more child friendly. It has bouncy and quirky illustrations in a very ‘Dr. Seuss’ style.

We really liked it but felt that none of the colours quite fit, and that it was slightly too childish looking for the adult audiences we were aiming for. Perhaps we had taken the playful element a bit too far in the wrong direction ….

Illustration of five characters sniffing a yellow mist. Characters include an old lady and a doctor.

2. A ‘Misty’ Logo Design

This branding came out of the worry that people wouldn’t understand the pun in our name - so we went with a logo which tried to suit the idea of the words turning into mist. As you can see, we almost cracked it, but something about it felt souless.

We were making the images to prove a point rather than focusing on them being strong independently.

Text with the word 'Demistify' coming out of a line drawing of a perfume bottle

3. Miniature Paintings

In a totally different approach, we looked at the paintings themselves. Afterall, the branding was meant to be based on a show which turned paintings into perfumes. Here we took a key element from each of the four paintings and turned it into a smaller line drawing. This was the first step in our final branding.

White posters with four drawings of paintings spread over the space. Each has a line drawing which represents one of the paintings

4. Line Drawings

Here we looked at enlarging the line drawings on their own. Some of the line drawings were drawn over three or four times to give it more depth. We also introduced an element of colour, one which would sample the strongest colour pallette of each painting.

Pink drawing of a lampost, blue fish, yellow apple and green leaf

The Final Image

The final image strips the background back to a muted dark grey. This is so that the viewer can focus on the line drawing itself rather than the image as a whole, in a similar way to how they would smell. These themes were carried out to the whole exhibition and elements of it were used for the tester strip postcards.

Line drawing on black background of fish, clour, apple and leaf merged together

What do you reckon? Did we crack it? We think so… Let us know in the comments!

Sophia Luu