Best of Behance: Branding

Good branding is good storytelling. Before we ever interact with a product, its branding tells us how we should feel about it. As designers, we use combinations of colors and imagery to communicate feelings and ideas in ways that words alone can’t. In order to do this well, you need to properly understand the client, the project, and the message they’re trying to communicate. This is easier said than done and a mere surface-level understanding of either will produce mediocre, generic results.

With that in mind, I’ve collected some projects from Behance that I believe do a good job of translating project briefs into visuals and using insights gained from clients or research to inform the final product. The result is something that feels cohesive and successfully communicates the desired message.

Source: Seung Hwan Ra

Source: Seung Hwan Ra

Source: Seung Hwan Ra

Source: Seung Hwan Ra

This first project was created as part of a recycling campaign aimed at providing Satin Bowerbirds, a species native to the south-eastern coast of Australia, with a material they could use to safely construct their nests which are used to attract mates during mating season. The birds have a strange preference for the color blue, and in their search for this particular pigment, they often come across plastic litter like bottle caps and plastic rings. Collecting these sorts of materials often results in injury or worse, so, with that in mind, Seung Hwan Ra set about figuratively killing two birds with one stone: using recycling to turn the source of the problem into its solution. The project begins with a blue recycling bin specially designated for blue plastics which are then recycled into lightweight “twig” units in their favorite shade of blue, which are both easy for the birds to carry and build with. As an added bonus, the twigs house a variety of seeds of local vegetation which help with reforestation as the birds bring them back into the forest. This project’s storytelling, attention to detail, and singular focus give it a highly-refined feel and make it a great example of how to use insights gained through research to inform your designs.

Source: Anu Manohar

Source: Anu Manohar

Source: Anu Manohar

This next project, designed by Anu Manohar, is the concept and branding for a modular toy called Wonky. Aimed at encouraging children to experiment with design principles through play, this toy consists of a series of abstract fabric pieces and connectors that can be arranged using plastic artboards to construct faces, animals, vehicles, or anything else they can imagine. While they experiment with different compositions and color combinations, the children are learning about design fundamentals like balance and hierarchy using the artboards as their grid. The project’s shape language, soft and friendly construction, and color palette suit its target audience while also making for a visually pleasing object I’m sure most parents wouldn’t mind having laying around—or stubbing their toe on. The branding is equally playful, and while the logo reads more like “woky” to my eye, the overall packaging of the brand is something I can definitely see on shelves.

Source: Nick Liefhebber

Source: Nick Liefhebber

Source: Nick Liefhebber

This last project is the brand identity for a natural wine store in Amsterdam called Chateau Karlito. Designer Nick Liefhebber leverages simple shapes to great effect, using a series of red circles as an abstract representation of the sun and a bunch of grapes and pairing them with a custom typeface that feels both modern and handmade. Housed in a playful yet sophisticated palette of warm oranges and yellows alongside cooler pinks and greys, the collective effect is refined and understated, but bursting with confidence and personality. The geometry-based patterns work equally well across their various applications throughout the store, from the rugs hanging on the wall to gift cards and signage. The restraint shown in this system’s design allows for each touchpoint to blend into the environment and make for a series of pleasant surprises rather than commanding the attention of visitors upon entry.