Recently I partook in a very exciting design project –
creating a new brand identity for Austom Elements (which I shall blog about next!)
and providing a completely new sub brand : Au Natural!
Stemming from their launch in China 2013,
Austom Elements is a one-stop shop for overseas clients to
procure Australian and New Zealand products,
whilst providing them with an economic freight forwarding / delivery service.
With the recent expansion into the Australia, a need for a company re-brand was identified.
Au Natural will launch as a shopping hub, sourcing natural, well-being products.
Ranging from apparel, skincare, to supplements and vitamins,
Au Natural’s carefully curated product range is geared towards
providing clients with healthier lifestyles, as well as guaranteed authenticity and
quality of the goods. Starting as a select store,
Au Natural aims to move towards purveying its own line of
in-house products in the near future.
Taking a step forward from traditional souvenir retailers
which are often out dated and bears the tawdriness of “touristy feel”,
Au Natural will emerge as an iconic “taste-maker” with a contemporary aesthetic,
representing the best of down-under and perceived by clients as the trendy place to shop.
Concept 1 :
The name Au Natural stems from the French word “au naturel”,
which literally means “in the natural”.
Adapted as an English word, au naturel means:
1. In the natural state
2. Naked; nude
3. In the plainest or simplest manner
We have made a play on the words to create “Au Natural” – which alludes to the abbreviation
for Australia (Au), and is a catchy name that will be relatable with clients.
The proposed brand aesthetic is fun and relaxed, with a child-like charm
(which will also appeal to mothers), drawing upon leaves, trees, nature and the environment.
The first logo variation is inspired by the heart shaped eucalyptus leaf –
mostly native to Australia, whilst the second is a play on the typography –
the AU forms the trunks and leaves of plants.
A hand-drawn, brush quality to the logo which
reflects the hand-made products available at Au Natural,
with a fresh, soothing watercolour palette.
This logo incorporates the natural hues and layers of leaves and plants,
creating a holistic design that references our environment.
A series of watercolours will be created for packaging.
Their retail space will be opening in Brisbane sometime in March … stay tuned!!