PROJECT 4: INTRODUCTION
For this project, I tasked myself with creating a complete visual identity for a new perfume brand called Atran. Working independently, I developed branding elements that reflected the brand’s Mediterranean roots and modern elegance. The goal was to craft a distinctive and lasting identity that captures Atran’s bold, sensorial character and speaks to its scent-conscious audience.
PROJECT PLAN
At the beginning of the Atran branding project, I created a clear project plan to structure the entire process. This document outlined my main objective: to develop a full branding package for a new perfume brand inspired by Mediterranean culture and modern luxury.The plan detailed the project’s background, research goals, and timeline—covering everything from initial research and concept development to campaign design and final presentation. It also included defined learning outcomes, deliverables, and realistic limitations related to time and quality.By setting this foundation early on, the project plan helped ensure a focused, organized, and professional workflow throughout all phases of the Atran brand development.
DESIGN: MOODBOARD
To kick off the design phase of the project, I put together a mood board featuring inspirational images to clearly communicate the aesthetic I’m aiming for. I also shared it with Bram, whom I selected as my mentor for this project, so he could better understand the creative direction I intend to pursue.
DESIGN: STYLE 1 LOGOS
I started exploring font options for the logo, aiming for an ornate, bold, Art Nouveau style that would complement the Mediterranean elements I had in mind. I searched online for suitable fonts and created several logo iterations based on my findings. See below for the variations I developed:
DESIGN: BRANDGUIDE STYLE 1
Below you can find the first attempt at a brandguide that I made for the mix of Mediterranean/Art-Noveau style that I was going for.
See below:
RESEARCH: DIOR WEBSITE
This was used as inspiration for the landing page.
DESIGN: WEB STYLE 1
After taking some inspiration from the DIOR website I made two frames of a potential website. These are really early prototypes of a website and shouldn't be looked at as final iterations:
RESEARCH: MY TEAMS INTERACTIONS
In hindsight I totally agree with Bram in his feedback below. The combo between the Mediterranean and Art-Deco/Art-Noveau is a weird one because of the context in which the styles have risen. That is why after getting this feedback I decided to do less of the Mediterranean elements and focussing more into the art-deco style.
DESIGN: STYLE 2 LOGOS
After getting feedback on the previous logos, I was suggested to do less illustration in the logo and go more into the art-deco style. Below are the iterations for the new logo:
DESIGN: BRANDGUIDE STYLE 2
DESIGN: WEB STYLE 2
After the feedback I also changed the website prototype designs:
