PENNY
BRAND DESIGN, SOCIAL MEDIA DESIGN, PRINT DESIGN
award winning project ✸
The Project
Penny is a luxury wellness brand focused on creating mini, all-in-one self care relief packs that cost less than a coffee. The brief for this project was to design an identity that felt refreshing, premium and stick with pastel tones.
Every creative choice was made to highlight the brand’s convenient 'see a Penny pick it up" attitude, reflect it's fun personality and target Gen Z consumers.
Penny's Brain
Every brand has a brain: its own personality, perspective, and way of showing up. The job of the design is to bring that brain to life visually. Here's some decisions we made based on Penny's Brain
One big flexible brand
Designing Penny to be flexible so each box can be branded separately depending on it's use & still be 'on brand'
premium but playful
Minimal layouts and cool pastel tones to balance it's down-to-earth vibe and Gen Z audience
2 signature boxes
The Plane Penny and the Party Penny are two self care boxes for two different situations. They needed to be branded differently so they were easy to tell apart but close enough that they fit together.
The Colour Palette
The brief required Penny's colour palette to be full of pastel colours.
The brand itself needed a primary colour palette that could be used throughout the identity, then we needed a flexible sub palette that held the brand colours for each Penny Self Care Box with room to grow and expand for later products.
Award Winning Project
Penny's visual identity was celebrated at the ODA Online Design Awards, placing Gold in the Brand Identity cateogry and 1st Place Winner in the Brand Collateral category
Penny was built with accessibility in mind and with a refreshing but premium vibe
Want to see the Guidelines?
Brand guidelines are a document given at the end of every project. It's like a digital rulebook on how to and how not to use the visual identity. Want to see an example?
