HOUSE OF FANAA is a lifestyle company specialising in events, interior, lifestyle products and design, and I had the absolute pleasure of taking them along a journey to completely restructure their brand. I began this journey by asking the company to answer a few questions about there brand and company structure, from there I began to deconstruct the answers given to me to develop a concept that not only encapsulates the brand itself but also to mimic the personality of the owner. This allows me as a designer to innovate new conceptual ideas that support your brand or business idea.
From there I constructed there mission statement :
House of Fanaa offers a promise – a promise of passion and talent with an eye for new ideas and concepts. Interior design is a main focus within my company. Currently studying – Interior Architecture /Design.
There was a list of traits that I managed to extract from the information provided to me and from there I began the conceptual development.
Brand Concept : The appreciation and love of precious stones, metals and strong earth designs ie. marble and granite. ie. one of a kind
This concept aso relates back to the 1920’s by the use of pearls, jewels and embellished head pieces, by staying true to the one of a kind concept. Marble patterns = uniqueness
Keeping this in mind I have chosen to execute the accent elements by hand, using water colour paint. Everything in design must have a reason for existence, thus the use of watercolours in itself lends to this concept, as water colour illustrations can never be reproduced is its exact form, like the patterns found on natural stones. I combined various characteristics possessed by these precious stones discussed in the concept as inspiration to develop and construct the logo elements and typography.
Stationery: Business card design – rose gold foiling
As an Information designer using typography readily available becomes a challenge, as there are so many typographical layouts you are competing with. I therefore pride myself on designing typography or letterforms for a brand that conceptually always has meaning to support a brand idea.
With the HOUSE OF FANAA logo i was requested by the owner to design something that can stand alone as a form and be supported by a logo element or pattern, in this case the logo element is the triangular diamond form placed above the text letter form of the logo. This had to be seamlessly done without allowing either one to over power the other. I therefore reconstructed a chosen typeface to encapsulate the forms and traits used with 1920’s design as this is an era of design that the client most appreciates. 1920’s Design traits makes use of triangular forms (represents strength and stability and masculinity, also common form of diamonds) combined with a lovely balance of decorative curves (symbol of unity and a feminine form).
Without staying true to this form but using conceptual planning i reconstructed the typography to curve at the inner corners of the type. By doing this I have given the brands target audience a sense of stability from the hard exterior form but also to remind them of the soft beautiful nature of the products and services the brand wishes to put out. I also decided to omit any crossbars in the letters so that there may be a constant flow throughout again redirecting back to the idea of the circle – an infinite form. By swopping characteristic traits of to opposite ideas I have managed to seamlessly combine them to radiate a single form and idea. Like this all My clients are sure to have letterforms that a specifically reconstructed for their brand. Every little detail will make something unique because it is the idea that radiates through the form to make something original. A reminder to designers and people who seek to appreciate design, : If your forms do not have conceptual meaning or have a reason for being where they are, this may lead to poor design. In design form follows function as a rule in order to have value.
Letterform designed by Raeesah Mahomed
This is just a little bit of info that went behind conceptualising a communicative design. Once and making sure structure and idea fit hand in hand, I presented HOUSE OF FANAA with a primary logo, variations for the different departments within the company, a submark (commonly seen as a brand stamp), a specific colour palette to promote their brand with, a type family to use on official documents and also a set of rules and regulations in which the brand may be used to maintain trust and stability.
In terms of Information design we did not stop there! I also had the pleasure of constructing and composing a 9 second intro animation sequence for future company documentaries. My aim was to communicate parts of the conceptual development of the brand. See images below.
Story board for animation development
the animation may be seen on my instagram account @raeesah_m_y
Hope this provided you with a little insight into how much thought goes into this process and this is just the tip of the ice-burg!
till next time…