top of page

SOLVING PROBLEMS

CLIENTS PROBLEM

Zeditate, a company specializing in customizable, desk-sized zen gardens, seeks to reposition itself as a self-help enterprise rather than being perceived merely as a small toy manufacturer. This strategic rebranding aims to attract a new audience, thereby driving increased revenue. To achieve this transformation, a comprehensive brand identity overhaul is required. Upon completion, the new brand will be launched through a variety of media outlets to ensure broad and effective reach.

SOLUTION

The final statement reintroduced the term "toy manufacturer," contrasting with rebranding efforts. However, this approach ensures that Zeditate is still recognized as a toy manufacturer while distinguishing itself by offering customizable zen gardens. This balance highlights Zeditate’s unique position in the market, blending its identity as a toy maker with its commitment to providing therapeutic and customizable products.

ONLYNESS STATEMENT

When undertaking a rebranding initiative, it is essential to identify the brand’s strengths and unique differentiators compared to competitors. This process involves crafting an "onlyness statement," which will articulate how Zeditate uniquely delivers specific features and benefits that meet the needs of its target audience.

 

First Draft

“Zeditate stands alone as the premier wooden toy manufacturer crafting custom wooden zen gardens for adults seeing a therapeutic escape from their busy lives.  Distinct from typical stress-relief products, Zeditate’s creations are designed to engage the senses and inspire creativity without causing distraction, offering a peaceful interlude right at your desk.  Through the intentional act of arranging miniature landscapes with wood, sand, and stone.  Zeditate provides not just a toy but an experience that invites tranquility into your personal space.  Zeditate empowers you to transform any desk into a haven of Zen calm, making the art of mindfulness both attainable and enjoyable for everyone.”

 

The initial draft of the onlyness statement required revision to focus solely on the benefits that meet the audience's needs. It contained excessive promotional language, deviating from the purpose of an onlyness statement. Additionally, it needed to be condensed into a single, concise sentence highlighting what makes Zeditate unique (Neumeier, n.d.).

​

Second Draft

“Zeditate stands out as the premier manufacturer of custom wooden zen gardens for adults seeking a therapeutic escape. Unlike typical stress-relief products, Zeditate’s creations engage the senses and inspire creativity without causing distraction, offering a peaceful interlude at your desk. By arranging miniature landscapes with wood, sand, and stone, Zeditate provides an experience that invites tranquility into your personal space, making mindfulness both attainable and enjoyable.”

 

This draft still required condensation into a single sentence and continued to sound overly promotional. To effectively communicate Zeditate's unique value proposition, it needed a more concise and focused approach.

​

Final Onlyness Statement

“Zedititate is the only toy manufacturer specializing in bespoke zen gardens, meticulously designed to offer a therapeutic retreat from daily routine.“

OnlynessStatement.png

VOICE AND TONE

THEME

THEME

ZenGardenNewZeland.png

Zeditate’s rebranding required a voice and tone that exuded calmness and tranquility, providing a respite from the target audience's everyday lives. This started with the brand theme. Given that Zeditate specializes in zen gardens, it was a natural decision to use them as the central theme. Zen gardens are designed to foster peace and harmony through the use of natural elements arranged in asymmetrical compositions (Obucina, 2024).

 

Given that zen gardens are the brand theme, it is logical to employ calming and tranquil language across all Zeditate media. Zeditate offers a therapeutic experience without being clinical, remains engaging without causing distraction, and fosters creativity without introducing chaos. This approach ensures the target audience can connect with Zeditate’s personality even before interacting with their products.

SOLUTION

The tagline “Crafting Serenity” was ultimately selected as the final tagline for Zeditate. This concise phrase perfectly encapsulates Zeditate’s market positioning, emphasizing its commitment to creating tranquil, calming experiences through its products. Its brevity and memorability ensure that it will resonate strongly with the target audience. These qualities distinguish Zeditate from competitors and significantly enhance brand recognition and recall among potential customers, reinforcing the brand's unique value proposition and fostering a strong emotional connection with the audience.

TAGLINE

The rebranding also involves developing new taglines for the company. An effective tagline should clarify the brand’s positioning and enhance brand recognition (Frederiksen, 2021). The following taglines were created through comprehensive research to encapsulate Zeditate’s unique value proposition and resonate with its target audience.

 

"Crafting serenity, one garden at a time" encapsulates the essence of Zeditate's brand philosophy. Zen gardens are designed to be sanctuaries of peace and simplicity, and this tagline reflects the meticulous process of creating such a space (Mikulandra, 2023). It's not just about the physical act of arranging rocks and raking sand; it's about cultivating an atmosphere where serenity can blossom. Each garden is a testament to the brand's commitment to fostering tranquility and harmony in the user's environment and, by extension, within the users themselves.

 

"Quiet the Mind, Engage the Hands" speaks to the meditative process of maintaining and enjoying a Zen garden. This tagline suggests a dual benefit: mental clarity is achieved through the quieting of the mind and the tactile, grounding experience of engaging with natural elements. It underscores the idea that mindfulness is an active practice where one can find calmness in both stillness and deliberate, contemplative action (Mind, 2021).

 

Lastly, "Unwind, Reflect, and Rejuvenate" captures the transformative journey that Zeditate offers through its Zen gardens. This tagline invites users to relax ('Unwind') and use their serene surroundings as a mirror for introspection ('Reflect'). The promise of renewal ('Rejuvenate') suggests that time spent with a Zeditate Zen garden is not only restorative at the moment but also has lasting benefits for one's overall well-being. It's a holistic approach to personal rejuvenation at the heart of what Zeditate stands for.

Tagline.png

LOOK AND FEEL

COLOR PALETTE

A refreshed visual identity was essential for Zeditate’s rebranding efforts, in alignment with the new voice and tone. This transformation begins with developing a new color palette, as colors are the first element the audience will notice about Zeditate (Box, n.d.). The selected colors must accurately reflect the brand’s personality, consistently influence the audience’s mood, and unify all media to create a cohesive and recognizable brand image.

A refreshed visual identity was essential for Zeditate’s rebranding efforts, in alignment with the new voice and tone. This transformation begins with developing a new color palette, as colors are the first element the audience will notice about Zeditate (Box, n.d.). The selected colors must accurately reflect the brand’s personality, consistently influence the audience’s mood, and unify all media to create a cohesive and recognizable brand image.

SOLUTION

Zeditate required colors that aligned with its calming personality while also being inspired by the natural elements found in zen gardens. The serene ambiance of a zen garden is often attributed to its thoughtfully selected color palette, which appeals to the senses and carries deep symbolic meanings.

 

The first of the two primary colors chosen is a muted blue hue. Although not typically present in traditional zen gardens, this innovative interpretation represents water or sky, bringing a sense of tranquility and depth (Powell & Cabello, 2022). This color evokes calmness and can be integrated through accessories or flowering plants, symbolizing the endless sky or expansive ocean, promoting a meditative state and a sense of escape from daily life.

 

The second primary color selected is a muted orange-pink hue, reminiscent of coral or salmon found in nature. Orange and red, the primary components of pink, are known to evoke warmth and energy. These colors naturally attract attention, akin to a pink rose standing out against a green bush (Hendrix, 2023). Incorporating these warm hues will enhance Zeditate's engaging and inviting feel.

IMAGERY

IMAGERY

IMAGERY

Given the overwhelming amount of imagery an audience encounters daily, selecting the appropriate images to represent Zeditate is crucial. These images must foster an emotional connection between potential customers and the brand (Reid, n.d.). They should consistently portray Zeditate as a calming brand that offers products designed to help individuals escape everyday stress.

 

SOLUTION

Selecting images of Zen gardens and individuals interacting with these serene spaces is ideal for Zeditate's theme. These visuals encapsulate Zen philosophy, emphasizing harmony with nature, mindfulness, and inner peace. Showcasing Zen gardens conveys tranquility and aesthetic simplicity, embodying the 'less is more' principle and encouraging inward reflection.

 

Including images of people engaging with Zen gardens adds a human element, illustrating their potential for personal connection and stress relief. It highlights the gardens' role as sanctuaries for contemplation, making them relevant and accessible to those seeking solace from daily life.

Given the overwhelming amount of imagery an audience encounters daily, selecting the appropriate images to represent Zeditate is crucial. These images must foster an emotional connection between potential customers and the brand (Reid, n.d.). They should consistently portray Zeditate as a calming brand that offers products designed to help individuals escape everyday stress.

 

SOLUTION

Selecting images of Zen gardens and individuals interacting with these serene spaces is ideal for Zeditate's theme. These visuals encapsulate Zen philosophy, emphasizing harmony with nature, mindfulness, and inner peace. Showcasing Zen gardens conveys tranquility and aesthetic simplicity, embodying the 'less is more' principle and encouraging inward reflection.

 

Including images of people engaging with Zen gardens adds a human element, illustrating their potential for personal connection and stress relief. It highlights the gardens' role as sanctuaries for contemplation, making them relevant and accessible to those seeking solace from daily life.

These images are visually appealing and deeply symbolic, representing a journey towards tranquility and mindfulness. They effectively convey the intended message of peace and serenity, aligning perfectly with Zeditate's brand identity.

LogoConcepts-02.jpg
LogoConcepts-03.jpg
LogoConcepts-04.jpg

THE LOGO

A new logo is vital for rebranding Zeditate, serving as the visual cornerstone of the brand's identity. It reflects the brand’s mission and values, differentiates it from competitors, and captures audience attention (Crawford, 2022). A refreshed logo rejuvenates the brand’s image, aligning it with contemporary trends and consumer expectations. Furthermore, a new logo communicates a clear, updated message about the brand's direction and values, ensuring visual appeal and functionality across digital platforms (Khan, 2022). This investment enhances brand recognition, fosters customer loyalty, and drives business growth.

 

Given Zeditate's identity as a wooden toy company specializing in themed zen gardens, the design process centered on the core elements of zen gardens, which emphasize relaxation, meditation, and mental clarity. Initial thumbnail sketches were swiftly created to encapsulate these ideals. Recognizing Zeditate's adult target demographic, a juvenile logo would be unsuitable. Therefore, elements such as bamboo and rocks were incorporated to convey a more mature and sophisticated aesthetic.

 

After the initial ideas were sketched, the top six choices were refined. Further contemplation revealed the need for additional refinements to more accurately embody tranquility, a core principle of Zeditate’s brand identity. This led to the creation of twenty-four new logo concepts. It became evident that the zen circle should be the focal point of the logo. The list was then narrowed down to the top two designs, and vector graphics were created.

 

Each new vector logo was explored to perfect the design, with variations in brush and font styles for the zen circle. Upon completion of these final concepts, the ideal logo emerged clearly.

​

SOLUTION

The final logo needed to encapsulate the essence of Zeditate, reflecting its personality and the zen garden products it offers. Through extensive sketching, refinement, and exploration, the ultimate design emerged as a simple zen circle encompassing the name "Zeditate" in a thin font style. The zen circle represents the brand’s theme, products, and core personality, while the thin Poppins font, with its slightly rounded corners, exudes calmness and tranquility. This final logo is ideally suited for Zeditate’s rebranding efforts, effectively conveying its identity and values.

LogoConcepts-01.jpg
LogoConcepts-05.jpg
FINAL LOGO

BRAND MARKETING

A comprehensive marketing plan was developed for the rebranding initiative. The selection of marketing materials is critical as they are crafted to effectively communicate the brand's products to the target audience (Noun Project Team, 2022). These materials are also essential in distinguishing Zeditate from its competitors.

SOLUTION

For the revitalized brand, a suite of marketing tools was created, including a new letterhead package, social media content, logo animation, bus stop poster, tri-fold handout, and a redesigned website. Each marketing item began with three distinct sketches to explore various creative ideas.

LETTERHEAD PACKAGE

The zen circle, a central element of the Zeditate brand's visual identity, was integral to the design of the letterhead package. To ensure this motif was consistently represented across all components, three preliminary sketches were developed, each incorporating the zen circle in a distinct manner. After evaluating these concepts, the chosen design strategically positioned the edge of the zen circle to the right of the page, enhancing the visual appeal and brand coherence of the letterhead.

​

Similarly, the business cards were designed with careful consideration to prominently feature the zen circle. More specifically, the circle was displayed more expansively on the informational side of the card. This design choice was deliberate, aiming to reinforce the brand's identity by maximizing the presence of the zen circle, thereby making the cards not only a tool for providing contact information but also a statement of the brand’s aesthetic and ethos.

SOCIAL MEDIA PACKAGE

ZeditateFBMockup.jpg

The social media strategy developed for Zeditate incorporated bespoke designs tailored specifically for Facebook, Instagram, and LinkedIn. These platforms were strategically selected based on comprehensive research indicating that they are predominantly utilized by Zeditate’s target demographic (Linder, 2024). The objective was to ensure that each post not only adhered to but also exemplified the brand's unified voice, tone, visual style, and overall ethos.

To achieve this consistency across platforms, each image employed in the posts featured gradient colors from the logo, subtly overlaying them to introduce a cohesive color scheme that aligns with the brand's visual identity. The imagery selected showcased Zeditate’s products in actual use, directly reflecting the brand's core message and fulfilling the aesthetic requirements outlined in the style guide.

This meticulous approach to the social media content ensures that Zeditate’s brand personality is consistently communicated across all channels. The aim is to engage the target audience in a meaningful way, presenting a uniform brand experience that resonates with users and reinforces Zeditate’s position in the market as a provider of therapeutic and aesthetically pleasing zen gardens.

SOCIAL MEDIA PACKAGE

The tri-fold flyer has been meticulously designed to serve as an effective tool for distributing information to potential customers. It is structured to capture attention and deliver key insights quickly and efficiently. One of the standout features of this flyer is a detailed infographic that illustrates how stress affects workers in various environments. This visual element is strategically placed to engage the reader and provide valuable context about the prevalence and impact of workplace stress.

 

In addition to the infographic, the flyer includes a compelling narrative about Zeditate's origins and mission, highlighting the unique appeal and functionality of its zen gardens. It explores various potential use cases, demonstrating how these gardens can be integrated into different settings to enhance emotional and environmental wellbeing. Furthermore, the flyer details the benefits of customization, emphasizing how personalized zen gardens can specifically target and mitigate the stressors prevalent in a professional setting.

 

Overall, the flyer is designed not just to inform but also to resonate with the target audience, encouraging them to see Zeditate’s products as a viable solution for reducing work-related stress and promoting a more serene and mindful workspace.

ZeditateTriFold-01.png
ZeditateTriFold-02.png

LOGO ANIMATION

The logo animation was crafted to be used across various media, capturing Zeditate's ethos of serenity and mindfulness. It features the zen circle icon being painted stroke by stroke and the brand name appearing as if raked in sand, symbolizing the core activities of the products and reinforcing the brand's commitment to tranquility and mindfulness. The animation progresses smoothly to align with the brand’s soothing tone.

WEBSITE

The website redesign enriches the initial brochure themes with more detailed content. The homepage sets an inviting tone with a background of colorized sand from Zeditate’s zen gardens. The color palette consists of lighter brand colors for visual consistency. The site includes three main pages: Home, About Us, and Portfolio, each designed with a specific objective.

 

The Home page introduces visitors to the benefits of zen gardens, featuring interactive links to assess stress levels, learn about the history and benefits of zen gardens, understand customization rewards, and explore product applications. A prominent contact option ensures easy communication.

 

The About Us page provides insights into Zeditate's history, founder's motivations, and guiding philosophy.

 

The Portfolio page showcases a variety of zen garden designs, including themed, traditional, and bespoke gardens. It also categorizes gardens by themes like sports or holidays to help customers find products that align with their interests.

 

These strategic design elements and content placements are designed to not only inform visitors about Zeditate’s offerings but also inspire them to embrace zen gardening for personal relaxation and mindfulness.

ZeditateWebsiteDesktop.png
DigitalMediaMockup.jpg

REFERENCES

​

​

​

​

​

​

​

​

​

​

​

​

bottom of page