Once I had designed everything as in ALL the products I put it all in a PDF ready for submission. Can be found below

Major Practical Project

This was my first attempt at a branding project/assignment and I felt it has enabled me to express my creativity on a bigger scale as a much larger outcome was necessary to fulfil the brief.


At first I wasn’t sure of what kind of branding project I wanted to do, I even went as far as trying to get a brief from the BBC TV show The Apprentice. I’ve always wanted to do one of the branding projects they get as I thought they would be quite interesting to do, but myself and my tutor realised there was not much of a structure to their briefs so we just left it at that. We looked elsewhere and she found a few briefs from YCN (Young Creative Network) and I asked a member of staff at Marine Studios to send me a few briefs so I could also have a look at them and pick one. Me and my tutor went over the briefs they sent and we both unanimously agreed on the Transport For London one.

The aim of this task was to design and brand a contemporary canteen’s graphic/visual identity (that is inspired by London’s Transport’s history and design heritage) that promotes the canteen to Londoners and tourists. I created a brand for the canteen called Central Diner, the concept behind the name was that the diner is based in Central London and it will offer a diner experience to the intended audience so Central Diner I settled on. From there I would create a logo and the rest of the visual identity that can be applied to differnt design formats in my case a stationary suite (a letterhead, business card and a compliment slip). Cutlery sleeve, table mat, menu, staff uniform, signage and an advertising campaign promoting the canteen.

To start this project officially, I went to the Transport For London (TFL) Museum in Covent Garden, going there would help inspire my project as I had to include TFL’s history and design heritage in my designs somehow. At first I struggled to do just that, and I think this was mainly due to me rushing the processes that I had to go through to get to the final outcome. I had gone with my first idea as opposed to trying to find alternatives and I struggled because I fell short based on the ideas I had produced (it weren’t enough). However I was able to recover when I revisited my research, as it helped open more routes to tackle the brief.

I believe the things that went well was the application of designs that the brand lent itself to in terms of design products, so stationary suite, cutlery sleeve, table mat, menu, staff uniform and signage and the advertising campaign. I felt my skills in all the softwares that I used to create the products were tested to an extent that made me have to learn new skills in order to pull of what I was envisioning, otherwise it won’t look as I had imagined making the project (as a whole) weaker. I feel I developed stronger skills in Photoshop, Illustrator and Indesign that allowed to create better designs for the brand and the overall project.

The things that didn’t go too well was when I repeatedly got stuck on the idea and design stage, before I finally settled on a logo design for the brand I had to redesign it twice and I found it quite frustrating because I couldn’t produce the rest of the products until the logo was done and I found it quite demotivating which  lead me to procrastinate for a while… But with a few days off I was able to come back refreshed with new ideas and keep the project going 🙂

Overall I was pleased with my final outcome for this project because there were a few stages where I didn’t even think I’d manage to produce the work I have and to a good standard on top of that, but my persistence was of great help. This project on a whole has slightly increased my confidence in my skills as a designer, as its pushed me to apply skills that i weren’t  necessarily good at and were out of my comfort zone for example, illustration and layout needed a lot of work in this assignment in order for me to accomplish anything decent for this assignment on top of that, the mistakes I have made have also made me grow as a designer.






Okay after much deliberation and research the third and final quote that I will be illustrating/designing is: “The journey from ideas to production and the unpredictability of software”

So as it stands all the quotes read:

1). “Love thinking of a good idea, but hate when you forget it”

2). “I love and enjoy the amount of productive time you can spend on a project, but hate when you get stuck and start to procrastinate”

3) “Love  the journey from ideas to production but hate the unpredictability of software”

The third quote came from an outside contributor known as Luke Hepworth. As I was struggling to settle on the final quote (out of many to choose from) I decided to stick with the unpredictability of software one because I felt it is so true to designers of all kind, you never know what to expect when you’re in the process and journey from ideas to production but that’s exactly what makes the final outcome even more exciting until one could potentially encounter software or hardware issues.

Stationery suite

I first started of with designing the stationery suite for the Central Diner brand this included a letterhead compliment slip and a business card as part of the pack.

Below are links that i visited on the behance website that helped me with my own designs for the stationery suite.




I was particularly looking at restaurant stationery suites because this enabled me to gain more of an understading into what similar design features or attributes are related in each of the packages. One thing i particularly noticed is that they kept the letterhead, compliment slips and business cards all consistent with colour, layout and of course typography the only thing that changed was the design item itself obviously (what the brand was applied to). Based on that i was ready to start designing my stationary suite.

I started of with the letterhead designs i mainly wanted to use the house colours that were on my logo they were a dark maroon, light maroon and a white. Here are my letterhead design ideas.

This slideshow requires JavaScript.

I was trying to decide on whether to use the wordmark or the logo itself so i began experimenting with the layout of both, changing the opacity and size to see if it made any difference to the overall design.

In the end i settled on the design below, as i felt it was a simple design that could easily be translated to the rest of the package so that is a business card, and compliment slip as well as the letterhead.




I then moved onto the compliment slip, again i was just experiment with the designs and seeing what i could come up, with below are the ideas that i tried based on the layouts. the coulour had already been decided.


This slideshow requires JavaScript.

Similar to the letterhead design i stuck with the same layout and colour scheme as it would make it appear more consistent as a brand. So the final compliment slip i decided on, can be seen below.


Final compliment


Last on the list for the package was the business card. I decided to go for a different shape for the business card because i wanted to make the brand a little different and more memorable from what already exists so i decided to go for a circle shaped business card this will also act as a coaster. Below are my experimentations with the colour and layout i still wanted to make the theme continue onto the card even though i decided on using a different shape.

This slideshow requires JavaScript.

The experiments here are just testing the ideas of different colour combinations based on the original house colours, but as the compliment slip and letterhead did i decided to use the same colours on the card. The final version can be seen below.

Back business card2 without bg Front business card3 without bg

Having a circle business card idea came from wanting the card to be memorable and as part of the diner/brand experience, i also wanted the card to act as a coaster for people to take home and remember the experience and most importantly the brand so that’s why i decided to stay with the circle idea as opposed to the generic.

Here are the items of the stationery suite.

Stationery suite


As it stood the logo and idea only had the funnel aspect of the locomotive (that i saw) and that was to represent the steam part of the train. As it was i felt it was good but to make it stronger i decided to add another element that was on the train this was known as a smoke box door. The smoke box door essentially allows access to a or the smoke box on a locomotive.

Here is an image of the steam locomotive.Metropolitan Railway Steam Locomotive

With this image in mind i tried to incorporate the steam box door into the logo because i felt it would further indicate that it is a steam train or at least the funnel on a steam train which would be communicating the right message.

Here were my first attempts of including the steam box door.



In these designs i added a steam box door and put it on top of the funnel (as that’s how it would appear from a front view) i also added a pilot that would usually be seen at the front of a locomotive but i felt it lacked purpose in terms of design as i didn’t see one on the train (that i looked at) so i decided to remove it.

So i removed the pilot looking thing and just kept it plain and simple here is how it looked in the end.

Experimentation 2

Once deciding to remove the pilot from the design, i was left with steam box door (the circle) which i felt communicated the train aspect  much stronger than the previous attempts. So i left it because i didn’t want to complicate it by adding unnecessary features, i thought the funnel and steam box door were strong enough to represent the steam locomotive.

Once i had decided on the style and design of the logo i moved on to picking the colour and then the typeface that will represent the whole brand.



Douwe Egberts Hangover Kit Campaign

This is how our final campaign looked once everything was finished our final touches consisted of tweaking the background red because they were a bit too strong for some of the titles to be read.

This slideshow requires JavaScript.

The idea behind our campaign was to communicate the hangover kit in a minimalistic contemporary way (as required by the brief). In the end we chose to create a four-poster campaign to exemplify each of the four flavoured syrups, Douwe Egberts (DE) coffee sachet and collectible mugs (that were essentially the product) that we had created. Our colour scheme originated from the deep reds found in other Douwe Egberts products and of course the famous  DE seal. We felt this colour conveyed their heritage and would effectively help associate our campaign with the Douwe Egberts coffee brand. We also thought the kit would appeal to its target audience because it is unique and orientated towards the younger consumer and coffee syrups currently, are very popular so we felt this approach would attract such an audience as required by the brief.

Even though Douwe Egberts are a widely known coffee brand they were aware their recognition and current consumers lies mainly with an older audience. This campaign therefore was set to be aimed at a younger, more current and demographic to entice them to buy Douwe Egberts coffee and formerly bring the coffee at home experience to a younger audience.

Overall myself and Abbi were happy with the end products and campaign as we thought we had achieved what we set out to do, which was to creatively bring the Douwe Egberts coffee brand to a younger consumer market. We felt people would at least want to TRY the kit even if they weren’t regular buyers of the brand that, in itself would at least make them aware of the DE coffee brand.

We then submitted the posters to YCN…

This was our alternate version:

This slideshow requires JavaScript.

The only addition we had here was a reflection of the sachet, flavoured syrups and the coffee mug but we didn’t stick with this version because we felt there was too much repetition of that design feature it would ideally have worked better if we had, say just one or two posters.