BRANDING
PROCESS
A structured yet flexible approach to creating distinctive visual brand identities aligned with business goals.
STRATEGIC
DIRECTION
We develop a Creative Strategy Document through meetings, discussions, and collaboration. Topics include business goals, communication objectives, products and services, brand characteristics (both functional and non-functional), market reputation, industry category, and more.
This document provides clear direction and purpose for the creative work. It also serves as a benchmark to ensure all creative outputs and deliverables align with defined business goals and objectives.
COMPETITOR
ANALYSIS
We review competitor branding, market positioning, brand promises, strengths, and weaknesses, as well as visual elements such as logos, typography, colour palettes, websites, and marketing materials. This market snapshot helps identify industry norms and uncover opportunities for differentiation.
TARGET AUDIENCES
This stage focuses on customers and stakeholders. We explore demographics, psychographics, needs, desires, problems to be solved, current perceptions, key influencers, and barriers to desired behaviours. These insights help shape a brand that connects meaningfully with its audience.
BRANDING EXPLORATIONS
10–20 logo concepts are developed and refined into four or five strong directions. These are selected based on originality, strategic alignment, and market context. Concepts are executed as vector artwork, refining style, abstraction, and colour options.
Typography is explored by testing the brand name across a wide range of typefaces. We also explore imagery, visual treatments, and layout systems.
REFINE +
APPLY
Melon and the client review the options and agree on a final direction. The chosen logo (symbol and wordmark) is refined to completion, alongside final colour and typography choices.
The identity is then applied across deliverables such as business cards and letterhead. If required, a brand manual is created—delivered as a PDF or interactive website—covering typography, colour, layout, imagery, tone, and overall brand guidelines.
A structured yet flexible approach to creating distinctive visual brand identities aligned with business goals.