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Brand Book

Copyright © 2018 by Xingyu ZhongA Branding and Package Design Project written and designed by Xingyu ZhongAIRPORTNIGHT.COM

Contents

Inspiration6Design Brief10Ideation14Brand Guide26The Kit & Package40Dielines66Website & Social Media56

Inspiration

The inspiration was from my own experience. I got several problems when I was waiting at the airport during my last trip.My connected flight was 13 hours later, which made me have to spend a night waiting at the airport.My problems are...Rest: hard to get good sleep because of coldness, noise, no pillow…Boredom: got nothing to do but playing my phone… then ran out of battery…Feeling tired and dirty: had not brushed teeth or washed face for a day…When I thought about my problems, I thought it would be nice to create a kit having the products to help sleeping, killing time, and refreshing.Inspiration 9

Design Brief

MissionAirport Night provides products to help travelers spend their time waiting at the airport more comfortably and enjoyably.VisionWith Airport Night kit, travelers would have a better rest physically and mentally, and get some refreshment before their next flight.Positioning statementA refreshing product set for airport travelers.Brand essenceThoughtful careBrand attributesSimple, clean, cozy, refreshing, helpful and modern.Brand personalitySmart, nice, fashionable, thoughtful, good-looking.

Target marketLong distance travel having large time gap between transfers.Target audienceInternational or long distance travelers who have to wait within 24 hours for their next flight and choose to wait at the airport.Tired travelers who want to get some sleep.Bored travelers who want to have some fun to kill the waiting time.Key beliefsThe long time waiting at the airport is frustrating. Airport Night hopes its product can help to turn that into a relaxing and enjoyable time for travelers.Key competitorsThere are no specific kit focusing on spending the long waiting time at the airport. Most of the travel kits are about providing sleep aiding or cleansing products during the flight. The key competitors would be the stores in the airport like coee shop, restaurant. Design Brief 13

Ideation

ModernIdeation 17

Thoughtful

Ideation 19

RefreshingIdeation 21

Logo sketchesThe sketches were designed based on the name of the brand, "AIRPORT NIGHT", or an airplane and a moon figure. I tried dierent ways to combine "A" and "N" into the logo, and wanted it to be simple and modern.Finally, I chose the one below based on the feedback from classmates and my preference.

Ideation 23

Kit contentsThis is the initial plan of the kit contents based on the idea that having all the products to help sleeping, killing time and refreshing. I also thought about it should be as compact and light weight as possible for travelers. So, I went to do some research to find out the products that fitted those standards most just like the sketches shows.Ideation 25

Brand Guide

The logo

Brand Guide 29

321Do'sLogo mark and logotype can be used separately or together.If use logo mark and logotype together, the space between them is half height of the logo mark.The preferred clearspace around the logo is equal to the half height of the logo mark.

Don'tsTilt StrenchChange the relative size of the logo mark and logotype Busy backgroundBrand Guide 31

Color paletteThe color palette represents a soothing and refreshing feeling of the brand. It can be used on products, additional packaging materials and other ad items.

# FFFFFFRGB: 255 / 255 / 255CMYK: 0 / 0 / 0 / 0 # EBC0BARGB: 235 / 192 / 186CMYK: 7 / 31 / 21 / 0 # A7A7A2RGB: 167 / 167 / 162CMYK: 40 / 32 / 34 / 0 # 1D273ERGB: 29 / 39 / 62CMYK: 92 / 88 / 59 / 39 # ACD1D1RGB: 172 / 209 / 209CMYK: 37 / 7 / 19 / 0 # 040000RGB: 4 / 0 / 0CMYK: 93 / 88 / 89 / 80 Brand Guide 33

LogotypeMaven ProTypography

Brand Guide 35

Primary fontsUnivia ProUnivia Pro family fonts are used as the primary fonts. Use thicker ones like Medium and Regular as headlines and titles; Use thiner ones like Book and Light as Texts and long paragraphs.Typography

Univia Pro Regulara b c d e f g h i j k l m n o p q r s t u v w x y zA B C D E F G H I J K L M N O P Q R S T U V W X Y Z1234567890MediumAaBbCcDd0123456789BookAaBbCcDd0123456789LightAaBbCcDd0123456789Brand Guide 37

PatternsThese are the patterns used throughout the brand packaging. All are made of simple straight lines and circle to give a clean and fresh feel. The main patterns are an airplane and the moon which represents AIRPORT NIGHT. Other patterns are used as product illustrations. All patterns can also be used as decorative elements.

Brand Guide 39

The Kit & Package

Hang tagsHang tags are the most used packaging material in AIRPORT NIGHT kit. In order to make the kit as light weight as possible, I thought the less unnecessary packaging, the better. The hang tags can provide necessary information of the products while are compact and light weight, which is the best packaging choice for the kit.Each hang tag has a dierent front created by dierent arrangement of the airplane and moon pattern to make the design more interesting. And the back side has dierent patterns based on the prolducts.The Kit & Package 45

Tablet bandThere is a band wraps around the tablet set with a strip pattern created by continuous airplane pattern connecting together.At the back side, There is information about the tablet set like with a tablet or just the tablet case.

The Kit & Package 47

StickerThe sticker is attached to the bottom of the skincare set showing the contents and basic information about it. The ingredient details of each skincare bottle are shown in the hang tags inside of the paper tube.The Kit & Package 49

BagsAs a travel kit, I think using simple canvas bags as the main containers is much more practical than boxes. Travelers can use them to contain other personal stu too and fold them into a small size when not using, which is compact and convenient for traveling.As for the logo mark and pattern on the bags, I used two dierent kinds of fabric transfer paper to put them on because there are black and white logos.

The Kit & Package 51

Rub-on decalsFor the plastic objects and paper tube, I used the rub-on decal paper to put the logo, patterns and some other text contents on them.The reason why I used rub-on decal but not clear sticker is that the decal is elastic which fits the uneven curved surfaces of the kit's objects much better than the clear sticker.The Kit & Package 53

The kitThe whole kit are put in the drawstring backpack with the back carrying and hand holding features, which is convenient to be carried around. The backpack is just the right size to contain everything of the kit shown as below.Drawstring backpackWater bottleToothcare set (case, toothbrush, toothpaste, washcloth)Skincare set (cleanser, toner, lotion)Potable charger (power bank, cable)Tablet set (case with/without tablet)Eye mask set (eye mask, ear plugs)BlanketInflable pillow

The Kit & Package 55

Website & Social Media

WebsiteInstead of making a clickable prototype, I made a real online shoping website demo that can be used once the payment info is completed.The website is mainly focused on selling the products and promoting the brand with 4 main pages, "Home", "Shop", "About Us" and "Contact".Please go to the website below to see the completed web design.kateyuzhong.wixsite.com/airportnight

Website & Social Media 59

Website & Social Media 61

Website & Social Media 63

Social mediaSocial media is always a part of branding of every company nowadays. As a brand connected to travel, I felt like an instagram account would be great for AIRPORT NIGHT, where people can get the product infomations and share thoughts or beautiful pictures when they are traveling around the world!Website & Social Media 65

Dielines

3.5 inOutside2 inBackpack

InsideDielines 69

2 in2 inFrontBackWater bottle & Toothcare set

2 in2 inFrontBackDielines 71

2 in2 inFrontBackEye mask set & Blanket

2 in2 inFrontBackDielines 73

2 in2 inFrontBackOutsideInsidePortable charger

2 in3.5 inOutsideInsideDielines 75

2 in2 inFrontBackOutsideInsideInflable pillow

2 in3.5 inOutsideInsideDielines 77

2 in2 inFrontBackSkincare set

Front BackStickerDielines 79

12.5 in5.25 in1 inTablet set

2 in1 inDielines 81

Fin.

An innovation tool kit to help you survive the long night waiting at the airport