Creating the Edmund Land Brand

The brand of men’s handmade accessories made from natural leather, «Edmund Land,» was created. The unique selling proposition of this brand is the creation of paired gifts for fathers and sons.

Метки: 2021, artworks, Creative idea, design concept, gift packaging, graphic design, logotype, Package design, slogan, Startup

The brand development project includes a wide range of tasks: creating a creative idea, naming, logo, brand legend, advertising image (key visual), three sets of packaging (11×11 cm, 16×16 cm, 25×25 cm), each consisting of a box, shuber, wrapping paper, and bag, envelope, and insert. Additionally, a design for the Instagram account of the future store was developed.

The project involved producing packaging and all advertising materials, for which an optimal production budget and printing parameters were initially outlined.

The work began with creating the name. The goal was to make the brand name universal, without references to a specific territory, modern, and understandable in Russia. We aimed for the name to sound with open sounds «O,» «U,» «E.» Therefore, we focused on Romance-Germanic names, and through creative efforts, the name «Edmund Land» was born. «Edmund» in English means «protector,» and «Land» refers to «earth,» «country,» or «continent.»

In the subsequent work, during the brand communication development, we emphasized masculine behavioral patterns, including: land and resource ownership, systematization of knowledge and exploration of opportunities, processing materials, and creating products. This led to the logo, inspired by Iron Age artifacts widespread across Eurasia.

After creating the logo, we proceeded to develop the brand legend. The key idea is that «Edmund Land» is a family business founded by the creator’s grandfather. The graphic concept of printed and digital advertising materials is based on decoding his diary, which contained sketches of future products, notes on a map, and an image of a family symbol that became the prototype for the logo.

We thank all project participants: the client – Anu Cherkez, as well as various profile printing houses that fulfilled this order. The legend creation was done by Timur Zhamaletdinov. The naming was developed by Ayslu Laas.