Major Project 1

on

Wang Shengxiao/0369380

Bachelor of Design (Honours) in Creative Media

Major Project 1

TABLE OF CONTENTS

  • Introduction
  • Lecture
  • Process
  • Submission
  • Feedback
  • Reflection
  • Further Reading

Introduction


Lecture

We need to complete the first part of our graduation project according to the steps guided by the teacher. First of all, we need to conceive the design idea you want to do. You can choose to choose two or three of the six main courses to integrate as a tool to realize your idea. We can choose "create" or "innovate."

Process

Phase 1
We conducted a preliminary study of them in a number of directions, such as stationery, household goods, pet products, and so on. The stationery and household goods market is very competitive, but if it is unique, with our style of design can make people shine, while pet products although there is a market prospect, but we do not have a clear entry point and this project requires a lot of pet-related expertise. After discussing it with Ms. Vitiyaa, we realized that we needed not only more exposure to the brand, but also a clear narrative and a lot of data to support it. So we decided to do further research to make a more informed choice.

We choose to "create" a brand of our own - Pawffy, a lifestyle brand whose main image is a dog, products are creative products and daily necessities, our style is minimalist cute and healing.

First, I and junteng looked for a few different styles of visuals, and then we took a vote, and ultimately we decided on a minimalist and cute style.

Here are some references I and junteng found based on the style after we determined the style.

Task 1 slide
fig.3.1 Slide about our brand (pdf)

Phase 2
Our brand ip is puppy, so we can't collide with Malaysian food culture, so we changed the ip - alpaca, and have a new brand name "Lulullama".

We made some sketches based on the new ip character and style, which we showed to two teachers in the next class and finalized based on feedback.

fig.3.2 sketches for our logo (png)


Lululama: A Brand of Serenity and Warmth

Lululama was inspired by the gentle and adorable alpaca "Llama" and our IP character "Lulu". The name embodies a feeling of softness, comfort and companionship, and embodies our quest for warmth, healing and a minimalist aesthetic.

Lululama is not only a creative brand, but also represents a peaceful and comfortable lifestyle. In today's fast-paced world, we aim to make everyday life more soothing and enjoyable by bringing moments of joy and relaxation through warm design and lovely characters.

In order to clarify the uniqueness of our brand, we changed our name to "Lalallama" to avoid confusion with" Lululemon".

Task 2 slide
fig.3.3 Slide about our brand (pdf)

Phase 3
Then we began to work together according to what we were good at. I had experience in packaging design, so I was responsible for packaging, graphic design and model. junteng and tiffany have learned the brand part, so they are responsible for making brand manuals, junteng made some posters, tiffany made some mockups. tong en is good at drawing, so she drew our logo idea and made the electronic part.

This is exhibition and offline version of our first edition that I made.


fig.3.4 screen process for our exhibition (png)

fig.3.5 Mockup first edition (pdf)

fig.3.6 Mockup Exhibition first edition (pdf)

fig.3.7 all offline first edition (pdf)

This is online version of our first edition that tong en made.
fig.3.8 online version first edition (pdf)

This is the second offline version modified by junteng based on my first version.
fig.3.9 offline second edition (pdf)

This is second online version 




fig.3.10-3.14 second online version (pdf)

Submission

Logo
fig.4.1 Logo (png)

Slide
fig.4.6 Slide (pdf)

Feedback

Week 1: We need to plan the first stage of the major project. After the explanation of the two teachers, we had a simple understanding of the scope of our project, so we decided to create our own brand to express our ideas.

Week 2: We presented the proposal for our own brand to Miss Vitiyaa for the first time, and she thought that our concept and positioning for our brand was comprehensive, but the important thing was the "How" and "What", and we refined our problem statement by identifying the concepts related to these.

Week 3: Our brand message is all set, but our brand ip character is a puppy, so it cannot collide with Malaysian culture. Therefore, we made a change. At the suggestion of two teachers, our brand ip was changed to alpaca, a daily necessities brand dedicated to bringing warmth and healing to people.

Week 4: Two teachers made some suggestions for our logo, we changed our IP character to an alpaca, and everyone agreed that its image fits well with our goal of bringing warmth and healing to people. Since our products are daily necessities, we have made the image of "llama carrying a small bundle" to summarize our brand content.

Week 5: After the two teachers patiently guided us in the problem statement last week, we made improvements and further carried out our work on mockup. Miss Vitiyaa helped us determine what mockup our brand needed. The lecturer recommended modifying the logo to enhance its cuteness and better align with the brand’s tone. Additionally, we needed to emphasize that Lalallama is a lifestyle store with a clear purpose. Unlike other shops that carry external brands, our focus would be on in-house products, setting us apart from brands like Mossery, Anatomy, and Lovely Lace. We proceeded steadily with our work in accordance with MI.

Week 6: This week, we presented our project results so far to the two teachers, and got feedback that our mockup was well done and in line with our brand style, and the logo was also in line with our brand positioning. However, we lacked an important part - each of our derivatives needed packaging. So we continue to improve the brand book, the electronic part and the packaging.

Week 7: We got the following feedback after the presentation this week. First of all, the black-and-white and inverted versions of the logo are not clear enough, so we need to adjust the contrast. Then, social media posts are a little too one-sided, lacking interactive elements and message design. Another issue was our poster design - the sudden appearance of orange text felt out of place and didn't fit with our overall brand aesthetic, so we needed to improve the colour scheme. Finally, the design of the clothing label also needs some adjustment, because the layout is not very clear, adding more detailed application scenarios will make the display stronger.

Reflection

In this study of major project 1, I have made good use of the knowledge and design skills I have learned before, and we need to integrate the courses we have learned before. In Weeks 4 and 5, we faced significant changes and improvements in our brand development. After realizing that our original IP character—a puppy—did not align well with Malaysian culture, we decided to replace it with a llama. This shift required us to redesign our logo, establish a new color palette, refine our typography, and more. While challenging, this process helped us better define our brand’s visual identity and positioning. Another major turning point was modifying our brand name—originally "Lulullama"—which we had to change to "Lalallama" to avoid confusion with "Lululemon." This experience underscored the importance of brand originality and market perception, ensuring our name is both memorable and free from potential cultural or brand conflicts. I have realized that teamwork is very important, each of us is good at different parts. For example, I have experience in packaging design, so I am responsible for packaging, graphic design and mockup. junteng and tiffany have learned the branding part, so they were responsible for making the brand book, and junteng made some posters, tiffany made some mockup. tong en good at draw, so she draw out our idea of logo and making the electronic part (website and social media). In this process, I feel that effective teamwork is very happy, and everyone can listen to each other to achieve the best visual effect.

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