Primitive_booklet_spreads

Primitive
89 The Grove Dr.
Los Angeles, CA
90036

Creative Brief/
Proposal

Primitive
89 The Grove Dr.
Los Angeles, CA
90036
Who We Are:
Primitive is an all natural paint company. We hone in on making our paints from natural products, by using
native methods for mixing paints to create vibrant colors. We are looking to increase our brand awareness
as we are still trying to break into the market. Primitive was created in order for the everyday art censurer to
be able to have refined and fresh painting options, opposed to an alternative to chemically produced paints
without having to compromise their wallet, personal style, or comfort. At Primitive we are focusing on promoting
our overall brand’s awareness in all fields, including print design and packaging. Our goal is to make
our product pop off the shelf and make it known that we provide quality all natural paints. Compared to our
direct competitors such as Behr, Benjamin Moore, Valspar, and AFM SafeCoat, we make our paints out of
recycled materials, such as, fruits, bark, plants, and varies food scraps. We want to convey in an inviting way
that our company is fresh and bold with a playful and abstract design campaign.
Target Market:
Overall, our target market is for families and people who live an eco-friendly lifestyle. Young and active
families with kids 8 - 16 and adults with a middle class income are our targeted demographics. Audiences
who enjoy the arts and participate in hobbies such as painting will greatly benefit from our products. They
will still have the ability to fully focus on their passions while also having a guilt free conscious, and parents
should have little concern with their children ingesting the product.
Perception/Tone/Guidelines:
The size of the design needs to be large enough to be recognizable on a box kit or magazine spread. Not
overwhelming or obnoxious, but tight and clean. The logo needs to be created in color and black and white
so it can be utilized in various forms without a hitch. Said logo will be used on paint tubes or tags, as well
as calligraphy pens or wraps. As well as on the physical products themselves, the design will be printed on
business cards approximately 2 by 3.5 inches, a letterhead, web advertisements, and print advertisements
such as coupons and signage. The logo design will be featured on magazine spread approximately 9 x 11
inches. In order to scale up and down well, the typeface/logo should be considered to avoid problems with
readability. Some examples of successful design that we have in mind includes the logos and marks used for
Tekno, Kansai paint, and Enviro Epoxy Products Inc. . These brands, while our direct competitors, utilize
clean typography with a memorable icon to accompany it. These designs can be placed on any product and
translate well. They are not overly complicated, yet easy to spot and read. This is the goal we are trying to
achieve, simple and abstract, yet memorable and easily used.
Time Line:
The end due date for this project to be completed must be May 12th, 2020. We are not interested in rushing
you as a designer, as we know the process is laborious and time consuming. We expect to have an initial
meeting on April 4th so we can review development and see what is worth pursuing. In addition we ask the
designer to come with research to back the ideas and concepts. After we select the most fitting ideas, we ask
to have three more meetings one on April 16th to further narrow it down to the final logo. We will meet
next on April 23rd to finalize logo design and review packaging design and magazine ad. Lastly we will meet
on May 5th to revise and finalize the packaging and ad design. From there, you will have a few days to make
final tweaks to the designs and it is to be turned in on May 12th.
We are very excited about this partnership and look forward to working with you.
Sincerely,
Mia Gauguin
Primitive CEO

Britney Dix
Graphic Designer
319.415.9204
britneydix@gmail.com
be.net/britneydix
March 31st, 2020
Mia Gauguin
Primitive
89 The Grove Dr.
Los Angeles, CA 90036
Dear Mia Gauguin,
I am ecstatic you have reached out to me and I am looking forward to working with you and everyone else
at Primitive. After reading your brief and viewing your website I believe we can work up a branding identity
that reflects the fresh and bold abstract style you are wanting to achieve.
I know that I can help to encompass the vibrant life of an artist with a touch of abstract to reflect on the city
life of Los Angeles City. To hone in on this I intend to do background research of other California brands
and various logos that have use of abstractionism and minimalism. Through the use of colors and minimalism
this will help to attract your target audience to the product and make it intriguing to viewers of all ages.
I will be able to create packaging that will help to pop off a shelf and on the page so that the viewer understands
that your paints are an all natural and unique product unlike your other competitors.
As for process and communication I will have the first round of concepts and background research for logo
designs for our initial meeting on April 4th. Upon our second meeting on April 16th we will finalize the
and narrow down to the final logo. On April 23rd we will move forward with package design and concepts
for the magazine ad. On our last meeting May 5th we will finalize all the designs and revisions for final output
that I will have ready on May 12th.
I know I am quite capable of helping your company move forward with your vision. Please feel free to look
at my portfolio at be.net/britneydix. I hope to hear from you soon! I am able to be reached by phone at
(319) 415-9204 or by email britneydix@gmail.com.
I look forward to beginning the creative process and communicating with you soon!
Sincerely,
Britney Dix
Graphic Designer

Background
Research

Research: Paint Companies

Research: Paint Companies

Research: Fruit Companies

Research: Fruit Companies

Research: Natural Companies/ Abstract

Research: Natural Companies/ Abstract

Research: Abstract Logos

Research: Package Designs

Prelimary
Sketches

Working
Logos

Working Logos - Logo A
Logo #1
Logo #2
Primitive
Primitive
All n atural p ain ts
All n atural p ain ts
Primitive
Primitive
All natural p aints
All natural p aints
Logo #3
Logo #4
Primitive
Primitive
All n atural p ain ts
All n atural p ain ts
Primitive
Primitive
All natural p aints
All natural p aints

Working Logos - Logo B
Logo #5
Logo #6
Primitive
All natural paints
Primitive
All natural paints
Primitive
All natural paints
Primitive
All natural paints
Logo #7
Logo #8
Primitive
All natural paints
Primitive
All natural paints
Primitive
All natural paints
Primitive
All natural paints

Working Logos - Logo C
Logo #9
Logo #10
All natural paints
All natural paints
All natural paints
All natural paints
Logo #11
Logo #12
All natural paints
All natural paints
All natural paints
All natural paints

Working Logos - Logo D
Logo #13
Logo #14
Primitive
Primitive
All n atural p ain ts
All n atural p ain ts
Primitive
Primitive
All natural p aints
All natural p aints
Logo #15
Logo #16
Primitive
Primitive
All n atural p ain ts
All n atural p ain ts
Primitive
Primitive
All natural p aints
All natural p aints

Working Logos - Logo E
Logo #17
Logo #18
Primitive
All natural paints
Primitive
All natural paints
Logo #19
Logo #20
Primitive
All natural paints
Primitive
All natural paints

Working Logos - Logo F
Logo #21
Logo #22
Primitive
All natural paints
Primitive
All natural paints
Logo #23
Logo #24
Primitive
All natural paints
Primitive
All natural paints

Working
Logos (revision 1)

Working Logos - Raspeberry (magenta)
Color
Primitive
All natural paints
Primitive
All natural paints
Black & White
Primitive
All natural paints

Working Logos - Dandelion (yellow)
Logo #1
Logo #2
Primitive
All natural paints
Primitive
All natural paints
Logo #3
Logo #4
Primitive
All natural paints
Primitive
All natural paints

Icon
Moodboards (blue)

Moodboards- Blue Dye

Working
Logos (Revisions 2)

Working Logos - Dandelion (yellow)
Color
Primitive
All natural paints
Black & White
Primitive
All natural paints

Working Logos - Muscari/Hyacinth (blue)
Logo #1
Logo #2
Primitive
All natural paints
Primitive
All natural paints
Logo #3
Logo #4
Primitive
All natural paints
Primitive
All natural paints

Working Logos - Muscari/Hyacinth (blue)
Logo #5
Logo #6
Primitive
All natural paints
Primitive
All natural paints
Logo #7
Primitive
All natural paints

Packaging
Moodboards

Research: Competitors/ Jar labels

Packaging

3
Label:
Fold line
Front Facing
Seal
Printable
Top:
2.17”
1.25”
.25”
2.17”
2”
7.5”
7.75”

Label Designs: Magenta / Yellow
2020, Primitive Enterprises,
Inc. 11/19
PO BOX 7600
Los Angeles, CA 90036-7600
(213) 224-3214
Made In the USA
Made from
Biodegradable
products
Primitivepaint.com
89 The Grove Dr.
Los Angeles, CA 90036
Primitive
All natural paints
9 fl oz 266 ml
Primitive
All natural paints
Raspberry
acrylic paint
Versatile, high quality
alternative to chemically
produced paints.
Excellent coverage,
fast-drying. Non-toxic
and earth friendly.
Shake well. Let dry 1
hour between coats.
Clean while wet with
soap and water.
2020, Primitive Enterprises,
Inc. 11/19
PO BOX 7600
Los Angeles, CA 90036-7600
(213) 224-3214
Made In the USA
Made from
Biodegradable
products
Primitivepaint.com
89 The Grove Dr.
Los Angeles, CA 90036
Primitive
All natural paints
9 fl oz 266 ml
Dandelion
acrylic paint
Versatile, high quality
alternative to chemically
produced paints.
Excellent coverage,
fast-drying. Non-toxic
and earth friendly.
Shake well. Let dry 1
hour between coats.
Clean while wet with
soap and water.

Label Designs: Blue
Plant Name
2020, Primitive Enterprises,
Inc. 11/19
PO BOX 7600
Los Angeles, CA 90036-7600
(213) 224-3214
Made In the USA
Made from
Biodegradable
products
Primitivepaint.com
89 The Grove Dr.
Los Angeles, CA 90036
Primitive
All natural paints
9 fl oz 266 ml
Hyacinth
acrylic paint
Versatile, high quality
alternative to chemically
produced paints.
Excellent coverage,
fast-drying. Non-toxic
and earth friendly.
Shake well. Let dry 1
hour between coats.
Clean while wet with
soap and water.
Scientific Name
2020, Primitive Enterprises,
Inc. 11/19
PO BOX 7600
Los Angeles, CA 90036-7600
(213) 224-3214
Made In the USA
Made from
Biodegradable
products
Primitivepaint.com
89 The Grove Dr.
Los Angeles, CA 90036
Primitive
All natural paints
9 fl oz 266 ml
Muscari
acrylic paint
Versatile, high quality
alternative to chemically
produced paints.
Excellent coverage,
fast-drying. Non-toxic
and earth friendly.
Shake well. Let dry 1
hour between coats.
Clean while wet with
soap and water.

Jar Mockups

Jar Mockups

Magazine Ad
Moodboards

Research: Paint Companies

Research: Paint Companies

Research: Other Companies

Working Concepts: Phrases
• It’s not natural how good artists are.
Maybe it’s in the paint
• It’s not natural how good artists are.
Must be the paint
• Skill isn’t natural.
Maybe it’s the paint.
• Art reflects nature.
Your paint should too.
• Some have natural talent.
We have natural paint
• Get your color from the source.
All natural paint
• Great on the canvas, Easy on the earth.
• Natural paints for natural talent.
• Naturally good.

Magazine Ad
Moodboards

Great on the
canvas.
Easy on the earth.
Primitive
All natural paints

Great on the
canvas.
Easy on the earth.
Primitive
All natural paints

Great on the canvas.
Easy on the earth.
Primitive
All natural paints

Great on
the canvas.
Easy on the
earth.
Primitive
All natural paints

Great on
the canvas.
Easy on the
earth.
Primitive
All natural paints

Great on
the canvas.
Easy on the
earth.
Primitive
All natural paints

Naturally
good.
Primitive
All natural paints

Naturally
good.
Primitive
All natural paints

Naturally
good.
Primitive
All natural paints

Finals: Layflat/
Magazine Ad

2020, Primitive Enterprises,
Inc. 11/19
PO BOX 7600
Los Angeles, CA 90036-7600
(213) 224-3214
Made In the USA
Made from
Biodegradable
products
Primitivepaint.com
89 The Grove Dr.
Los Angeles, CA 90036
Primitive
All natural paints
9 fl oz 266 ml
Primitive
All natural paints
Raspberry
acrylic paint
Versatile, high quality
alternative to chemically
produced paints.
Excellent coverage,
fast-drying. Non-toxic
and earth friendly.
Shake well. Let dry 1
hour between coats.
Clean while wet with
soap and water.
2020, Primitive Enterprises,
Inc. 11/19
PO BOX 7600
Los Angeles, CA 90036-7600
(213) 224-3214
Made In the USA
Made from
Biodegradable
products
Primitivepaint.com
89 The Grove Dr.
Los Angeles, CA 90036
Primitive
All natural paints
9 fl oz 266 ml
Hyacinth
acrylic paint
Versatile, high quality
alternative to chemically
produced paints.
Excellent coverage,
fast-drying. Non-toxic
and earth friendly.
Shake well. Let dry 1
hour between coats.
Clean while wet with
soap and water.
2020, Primitive Enterprises,
Inc. 11/19
PO BOX 7600
Los Angeles, CA 90036-7600
(213) 224-3214
Made In the USA
Made from
Biodegradable
products
Primitivepaint.com
89 The Grove Dr.
Los Angeles, CA 90036
Primitive
All natural paints
9 fl oz 266 ml
Dandelion
acrylic paint
Versatile, high quality
alternative to chemically
produced paints.
Excellent coverage,
fast-drying. Non-toxic
and earth friendly.
Shake well. Let dry 1
hour between coats.
Clean while wet with
soap and water.

Great on
the canvas.
Easy on the
earth.
Primitive
All natural paints

Thank
you!