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Out of the Basket Gifts creates one of a kind corporate and speciality gift baskets. In their words, “Our number one goal is to provide our clients with custom, personally made gift bundles that are filled with useable items from top to bottom and that are made of high quality products.” However, even though “basket” is in the name, they don’t use traditional baskets in their orders, “we incorporate a useful base that centers on the theme of the gift. By using innovative bases for our bundles it makes the gift giving experience fun and reusable.” (- www.outofthebasketgifts.com) So when Rachel and Debbie, the owners of Out of the Basket Gifts, came to Exakt Marketing to develop the brand of their new company, we had to think “out of the basket”.
When considering Out of the Basket Gifts’ brand development, our goal was to incorporate the fun, playful feel of the gift baskets, while also keeping a corporate appeal, because the target audience includes corporate industries as well as family and friends. We also wanted to show a visual of the “out of the box” personality of the company. These details were to be displayed through the combination of a graphic icon and clean typography.
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The resulting icon (shown to the left) uses a base shape of a square with two opposing rounded corners, creating a modern “O” shape. A square was used as the negative space to show something unexpected. Shading was introduced to create a 3-dimensional illusion, the hard diagonal lines play tricks on the eye, pushing the corners “in” and “out” as your eye traces the shape. The base shape is repeated again, smaller and “outside” of the larger shape, the literal display of “out of the basket”.
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The typography was kept clean. A san-serif font, was used for the company name and tagline, while the ampersand (&) in the middle brings back in the playful feel of the gift baskets.
The branding was expanded as we explored the marketing materials Out of the Basket was interested in on the web and in the realm of print. It was important to keep the branding consistent, yet new and fresh, across the different collateral. Along with using the same colors and fonts, the base shape was used to create a decorative patterning on the business cards, facebook page and website (shown at top of post). Brand consistency puts a “face” to the company and allows all their materials to be recognized as part of an overall system, a key component to a successful brand.
If your company is interested in branding or rebranding or any of the items mentioned in this blog article such as logo design, business card design, website development or wordpress customization and social design such as Facebook and Twitter, please contact Exakt Marketing today!
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