Kaidesh Forrester

Vanadium

Transforming a versatile periodic element into a lifestyle brand that allows users to harness the power of limitless, accessible chaos control

Brand Identity | Packaging | Ad Campaign | Motion Graphics

What I Did: Research, UX/UI, Graphic Design, Illustration, Animation, and Photography

What I Used: Illustrator, Photoshop, Indesign, Procreate, + A Pretty Rock :)

Based on the periodic element, I designed and constructed the brand identity, packaging, ad campaign, and brand animation for Vanadium, a lifestyle product that brought users stability and assisted them with "controlling their chaos" in several different use cases. Since my audience base was those who needed the product both at home and abroad, I designed its packaging around its need to be portable, hence the slidable carrying case. Its interior case also doubles as a pedestal for sedentary use cases. Due to it being a fictitious product based on a rock, I wasn't able to do as much usability testing and deeper research for the product design as I wanted. Nevertheless, it is still my most favorite design project I've done!

The Challenge

"How might we rebrand Vanadium into a lifestyle product that embraces the characteristics of its periodic element?"

Vanadium Research

Project 1: Logo Design + Brand Identity

When creating the Vanadium brand identity, I gave priority to my target audience's needs, accentuating the keywords 'Trustworthy,' 'Malleable,' and 'Growth,' with sub-keywords like 'Colorful' and 'Playful.' Rooted in the soft yet adaptable nature of the periodic element, which transforms into a resilient force, the design aims to resonate with lower-middle-class individuals seeking stability at an affordable price. The product subtly adapts to their needs, embodying a 'thankless hero' motif. I chose a modern, friendly 'love-knot' design for the logo, symbolizing durability and named after the Norse goddess Freyja. The color scheme, featuring the original orange hue of Vanadium paired with navy blue, strikes a balance between creativity and energy, enhancing the overall trustworthy appeal.

Final Logo Design

Logo Design Process

Brand Identity Guide

User Personas

Project 2: Package Design

For the Vanadium packaging, I prioritized user needs and overall experience, emphasizing portability and a dynamic unboxing experience. The final design, both a protective enclosure and a platform/pedestal, promotes an engaging and user-friendly interaction. The external box design maintains a subtle appearance, highlighting the unveiling of the rock inside, inviting a moment of delight and assuring users that choosing Vanadium is a decision they won't regret.

Vanadium Packaging

Vanadium Packaging - Pedestal

Vanadium Packaging - Rock In The Box

Vanadium Packaging - Back

Vanadium Packaging - Bottom

Vanadium Packaging - Inside The Box

Project 3: Ad Campaign

My Biggest Hurdle:

The initial 'Verstability' direction felt too bland and formal and didn't align with the user-friendly approach I aimed for. I underwent a complete rebranding to align with the new dynamic tagline "Control Your Chaos," wherein thorough research and target audience interviews guided the new thematic choices.

Both the magazine and environmental ads showcase an ocean/whirlpool motif, symbolizing Vanadium's ability to control stress and chaos. Adopting a zine format, the self-mailer educates readers about Vanadium's uses and values in a booklet. When unfolded, it reveals 7 perforated business card + coupon hybrids for easy sharing. Emphasizing user needs, the informational side ensures that recipients glean sufficient information about Vanadium even with just one card. The wallet-sized mailer enhances accessibility and portability, aligning seamlessly with Vanadium's user-centric focus.