Papooq

Baseline Evaluation

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We began with an eval­u­a­tion of Papooq as a com­pa­ny: its audi­ence, com­peti­tors, dif­fer­en­tia­tors, and more. By bet­ter under­stand­ing the indus­try land­scape and the future Papooq envi­sioned, we were able to iden­ti­fy visu­al oppor­tu­ni­ties to help the brand achieve its goals. We worked with their team to set­tle on three attrib­ut­es for the Papooq brand: Inclusive, Sustainable, and Approach­able. The eval­u­a­tion, paired with the attrib­ut­es, informed the three direc­tions pre­sent­ed in the first round of ideation. We knew indus­try clich­és to avoid, oppor­tu­ni­ties to explore, and ele­ments to recommend.

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First Round of Ideation

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Two con­cep­tu­al direc­tions were pre­sent­ed: ​​“Apothecary & Handmade” and ​“Equal & Soft”

“Apothecary & Handmade” spoke to the iter­a­tive process of user research, sur­fac­ing the right insights (usu­al­ly between the lines) to build organic prod­ucts. The geo­met­ric letters pre­sent­ed in this option paired with a col­or com­bi­na­tion showed Papooq was dynamic, sexy, and exclusive. ​“Equal & Soft” evoked versatility in an approach­able way through its dynamic logo­type and col­or palette.

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Refinement Process

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After the Papooq team chose their pre­ferred direc­tion — ​”Equal & Soft” — we began refin­ing that direc­tion and build­ing out the visu­al lan­guage. We explored typog­ra­phy, col­or palettes, and pho­to styles over the fol­low­ing weeks. As the visu­al iden­ti­ty took shape, we applied it to dif­fer­ent instances and medi­ums, test­ing the bound­aries of the new iden­ti­ty.

The Papooq word­mark focus­es on the busi­ness name for brand recog­ni­tion. The unified type­face embod­ies the Papooq mis­sion to promote a more inclusive definition of self-care through product and purpose.

The brand type­face, Poppins, is a well-bal­anced serif intend­ed to feel human and sin­cere.

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Brand Style Guidelines

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Final­ly, the Papooq team received their Brand Style Guide­lines. The guide­lines include all the ele­ments need­ed — logos, type­faces, col­ors, and more — to cre­ate a con­sis­tent tone, look, and feel for Papooq's mate­ri­als. Guide­lines ensure visu­al con­sis­ten­cy and pro­vide a clear­ly com­mu­ni­cat­ed frame­work for brand appli­ca­tion as Papooq grows.

Papooq's pho­tog­ra­phy style is nat­ur­al but curat­ed. It care­ful­ly cap­tures products and envi­ron­ments in a nat­ur­al set­ting with min­i­mal edit­ing. The authen­tic pho­tog­ra­phy style works to build trust and approachability.

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This project felt like a true collaboration, and we enjoyed both the process and the output. I especially want to thank the team for taking us on leanly. ‍- HAGOPIG, CEO, PAPOOQ