CDHGraphicDesign

I’m still working on my CA and part of it is to research and find a brand identity for my «client» Fra Gård.

Brand identity is a range of things related to the brand. Like logo, colours, typography, copywriting and visual elements that forms a personality for your brand.

The brand communicates with the world and will have a personality even if you create it or not.

It can even be percieved as lazy, sloppy or tacky if you do not consider what message and personality you are communicating with your design.

People connect with stories and not businesses. Therefore, we need to create a main character with a great personality, and the main character is the brand!

Brand Archetype – F R A G Å R D

After some research and quiz on keyputnam.com I found out that Fra Gårds brand archetype is CAREGIVER.

C A R E G I V E R

To help, support, nurture or provide for others.

Fra Gård support their local community and support local artist with displaying their handi work like candles, wood carved statues, pottery and so on. Fra Gård represents something nurturing with their fresh and healthy produce and they provide for others with baked goods and homemade lingonberry jam.

W H A T C U S T O M E R S FEEL

loved, taken care of, safe, «i’m not alone in this», secure and thankful.

Fra Gård makes the customers feel special, safe and taken care of by giving them a personal authentic shopping experience. This is a family buisness where they aim to make you feel like a part of the family. They wan’t to get to know you and take care of your needs. In a result the customers also feel thankful and appriciated.

When it comes to the creative workshops they want to offer in the future, im pretty sure they will make it a safe place to explore your creativity. As customers you will not feel alone in the exploration of your creativity.

The customers will rather experience a safe, nurturing, secure place where they can really let go of all fears and play with their creativity.

I M A G E A D V A N T A G E S

Compassion and generosity

Fra Gård have compassion for their customers, local community and the environment worldwide. They want to do good and also give their customers a way to shop local, fresh and green. They also want to help people express themselves, in a good cleansing way.

They are also generous with their customers in how much they provide for their local community and customers in general. They want to reach out and offer more than they already do and that shows growth and generosity.

B R A N D V I L L A I N S

Selfishness and ingratitude

This is the equivalent of Fra Gård.

P O T E N T I A L P I T F A L L S

Martyrdom and being exploited

Fra Gårds personality and also their owners, Silje and Ole Kåre seem like really good hearted people who want’s to be kind to everyone. Sometimes it can be hard to say «no».

The brand need to be protected against exploitation, and they need to lay down ground rules for collaborations, gifts, discounts and other arrangements that can be a down fall for the buisness.

B R A N D V O I C E

Considerate, thoughtfull and kind

As mentioned, the personality as caregiver is applied both to the brand and the shops owners. They are kind people that are considerate about their local community, tourists and customers in general. They are thoughfull about their needs and wishes in a way that they really want each and everyone to have a unique personalised shopping experience. They will go a long way to provide just that.

M I N D S E T Q U O T E

«Start each day with a grateful heart»

C O L O U R S

B R A N D S & C H A R A C T E R S

With same archetype as Fra Gård

A D D I T I O N A L A T T R I B U T E S

As a person, a brand identity is not one dimentional or one sided. A brand identity have variations and other attributes that just their main archetype.

Fra Gård has a creative side, which leads to a create archetype – just not as much as the caregiver type that they are. They have a lot of attibutes from the creator archetype.

creativity and imagination is one of Fra Gårds many attributes. They support and love creativity. The offer creativity in their products from artistery, homemade jam and baked goods. They applaud people to use their imagination and creativity, by featuring local artist in their shop.

They also want to start up with creative workshops, which tells their customers that they can come to them in a safe and creative environment.

M I N D S E T Q U O T E

«I just want to make beautiful things even if nobody cares»

As part of my research I have been working with looking at other brands, their archetype and how they are percieved. Some of the brands I looked at I really feel their personality. I feel like I know them and instantly can categorize their archetype.

Other brands I have a though time with placing, and I might even percieve them as boring. Like I don’t get a imidiate feeling, I know of them but I dont KNOW them.

Here are two examples:

NIKE is definetly the HERO archetype which stands for inspired, triumphant and motivated. I know NIKE as a person and I know them as the hero that can do anything – and I truly believe that if I put a pair of NIKE sneakers on I will run faster and do better (even though I probably run just as slow)

LOREAL is supposed to be The Lover archetype, but I don’t know if this is my personal experience with the brand or if this is a common opinion – but I do not know LOREAL that way. The lover archetype stands for consensual, Indulgent and passionate.

For me, LOREAL fits The Everyman archetype better because of how I percieve them and it might be very personal. The everyman archetype stands for friendly, responsive and knowledgeable. I feel that LOREAL has been around a long time, they are sheaper and in grocery stores – therefore friendly. They feel accesible to everyone and they are not percieved as sensuall, exclusive or passionate.

This was it for now, my next step towards my CA is to create a moodboard for my logo design.

Best regards, CDH