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COLLABORATION

INTRODUCTION

In pursuing excellence, Zeditate's branding underwent a rigorous review process, incorporating valuable feedback from instructors to friends matching the target audience. Each aspect of the brand, from the onlyness statement to the final logo, was meticulously evaluated and refined. The following sections details the feedback received and the subsequent improvements made to ensure Zeditate's brand identity accurately reflects its serenity and mindfulness core values. Through this collaborative effort, a cohesive and compelling brand has been crafted, resonating with the target audience and standing out in the market.

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THE ONLYNESS STATEMENT

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FEEDBACK 1: “Too much text. It resembles marketing copy.”

The initial onlyness statement was an extensive paragraph detailing how Zeditate's products differed from other zen gardens in the market. Feedback indicated that this level of detail was excessive and resembled marketing copy. Marty Neumeier, who conceptualized the onlyness statement, advises that it should be a single sentence that clearly articulates what the brand offers and what makes it unique (Neumeier, n.d.). Based on this guidance, the statement was refined to be more concise and focused. This revision helped Zeditate's onlyness statement effectively differentiate the brand from its competitors.

THE COLOR PALETTE

Feedback 2:  “The colors don’t represent colors that are found in nature.  Pastel may be a calming color group, but not many pastel colors are found in true nature.”

Given that Zeditate's theme centers around zen gardens, the initial color palette was selected to evoke calmness and relaxation. Even though feedback on the first draft indicated that while the colors did convey calmness, they also exuded an energetic quality. Zeditate’s products aim to provide a sense of calmness while reenergizing the mind. In response to this and other feedback, the color palette was adjusted to feature richer, muted hues that were common in nature. These new colors were meticulously chosen to balance calmness, energy, and nature, better representing the essence of zen gardens.

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IMAGERY

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Feedback 3: “The imagery should show more about how the products can be customized and how zen gardens are used.”

For Zeditate's tabletop-sized zen gardens, the initial imagery included a mix of tabletop and traditional zen gardens to represent the concept. This feedback was instrumental in enhancing the brand's communication with its audience. Consequently, the new images showcased the products in use, highlighting their versatility and customization options.

VISION BOARD

Feedback 4: “The stacked rocks being partially hidden and having text on top of them does not create a zen feeling.  It creates more of a chaotic feeling.”

 

Feedback 5: “The rectangle text box is the only rectangular-shaped element; every other element is rounded, flowing, and soft. The box is hard and sharp, so it doesn’t fit the composition.”

 

Feedback 6: “The design looks like layers stacked on each other.  It doesn’t create a cohesive design.

ORIGINAL

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In response to this feedback, the vision board was completely revised. Instead of just featuring pictures of zen gardens, it now includes images of Zeditate's products used by customers. It is arranged to form a bridge-like structure over a more extensive zen garden, with a prominently displayed stack of rocks to emphasize tranquility. The color palette was updated using a Zen circle to showcase the colors and personality keywords, and the logo was added to the vision board. To ensure all elements conveyed a zen feeling, the rectangular text box was replaced with a circular text box for part of the text.

FINAL

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TYPOGRAPHY

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Feedback 7: “Even though the font family chosen as the heading copy looked like nature, it doesn’t present itself very well in marketing materials.”

After reviewing the original font choice for the headings, Bulone, it became evident that further research was necessary. According to Mandal, all brand fonts should be versatile and flexible (2021). Bulone, being a decorative font, needed more flexibility and versatility for branding purposes. Since Zeditate was already utilizing Poppins for body copy and was integral to the logo, it was decided to adopt the Poppins font family exclusively. Poppins offers multiple weights and conveys the calmness inherent in Zeditate's personality, with its rounded letter corners enhancing this effect.

LOGO CONCEPTS

Feedback 8: “The second logo looks too tribal and chaotic instead of calming.”

The final brand logo was a choice between a simple Zen circle and a logo made with a series of Zen circles and curves with the name in the center. The latter was designed with the intention of representing a sense of calm through the Zen circles and incorporating elements reminiscent of a Zen garden. However, feedback revealed that this design unintentionally created a tribal appearance when all elements were combined.

 

In contrast, a logo that utilizes a single Zen circle encompassing the name in a thin font style offers a contemporary and elegant aesthetic, aligning seamlessly with the principles of minimalism and tranquility. The Zen circle, or "enso," symbolizes enlightenment, strength, elegance, and the universe, embodying the essence of Zen philosophy deeply rooted in simplicity and mindfulness. This visual element, paired with a thin font, conveys a sense of clarity, openness, and sophistication, which is particularly appealing in modern branding. It creates an immediate impression of calmness and professionalism, inviting a sense of peace and focus, essential for businesses aiming to promote relaxation and mental well-being.

 

Therefore, opting for the logo designed with a Zen circle and thin font style not only enhances visual harmony but also reinforces the brand's commitment to promoting a serene and focused experience for its audience.

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FINAL LOGO

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Feedback 9: “The thin font used for the name Zeditate disappears when used at a very small scale, as would be on the phone.”

Kreafolk asserts that a logo should be scalable, ensuring it "maintains its integrity and effectiveness" at any size (Kreafolk, n.d.). The original logo was visible at most sizes; however, when reduced to a social media profile image, it lost its effectiveness, particularly on mobile devices. To address this issue, the logo's typeface was thickened by ten percent, and the blue color was slightly darkened. These adjustments resulted in a legible logo even at very small scales.

THE TAGLINE

Feedback 10: “Out of the taglines provided, two are too wordy, and one is too much of a cliche.”

Initially, three taglines were developed with the target audience and the brand's products in mind: (A) "Crafting serenity, one garden at a time," (B) "Quiet the mind, engage the hands," and (C) "Unwind, Reflect, Rejuvenate."

 

The first two taglines aimed to convey how Zeditate’s products create a calming experience, but feedback indicated they were overly verbose. The third tagline, while focusing on the mental benefits of zen gardens, was considered clichéd due to its use of three descriptive words.

 

Following a thorough reevaluation, Zeditate selected a more concise and direct tagline: “Crafting Serenity.” This two-word tagline is brief, straightforward, and effectively communicates the brand's goal of helping the target audience achieve tranquility through their products, thereby nourishing both mind and body (Obucina, 2024).

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THE BRAND PLAYBOOK

ORIGINAL

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Feedback 11: “Some pictures seem pixelated and not in good focus.”

In response to the feedback received, enhancements were made to all images utilized throughout the playbook. Some original images were smaller than necessary, resulting in slight pixelation when viewed on larger screens. Each image was imported into Photoshop and enlarged by fifty percent to address these issues. This adjustment ensured the images could be used at the required size and maintained their clarity and quality when displayed on larger screens.

FINAL

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Feedback 12: “For some pages, the typography is hard to read due to how it blends in with the background.”

While enlarging each image, the colors were slightly lightened to create a more calming effect, better aligning with the tranquil personality of Zeditate. Additionally, the text was adjusted by increasing the leading between sentences. This enhancement improved legibility, especially when text was placed over images, ensuring a more visually pleasing and readable presentation. These refinements contribute to a cohesive and serene brand experience consistent with Zeditate's core values of relaxation and mindfulness.

REFERENCES

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