BRAND IMAGE RE-DESIGN: SEFAMA


Sefama is a B2B company specialising in houseware. They source products in China and sell them under their own brand to houseware shops and supermarkets.
They also distribute other brands through their biannual catalogue.

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The company wanted to refresh its image and become upmarket by making its name a brand.
This is my biggest solo project to date and as the in-house graphic designer I had three major objectives:
Refresh the image → NEW LOGO
Define a graphic consistency → BRAND GUIDELINES
Harmonisation of media → NEW CATALOGUE LAYOUT



1- LOGO RE-DESIGN


The new logo reflects the ambition of Sefama: simplify everyday life by bringing clever solutions in the house through fun and useful objects.
I chose to convey the clever aspect by playing with the font and transforming the ″ e ″ into ″ a ″


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    2- PACKAGING


    The main objective for the packaging was to create a clear and simple layout to bring some consistency through the global branding. I had to create simple guidelines that could be easily followed by any manufacturer (some packagings were directly printed by the manufacturer of the products) or by any other subcontractor. In order to keep within the budget, the pictures of the products were taken in-house by me and completed by photos from image banks.


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    3- CATALOGUE LAYOUT


    Through the catalogue, I wanted to display the new brand identity and enhance the products' visibility by displaying them in a pleasant way. I chose a glossy white paper to bring out the colours of the products. I replaced the portrait orientation for a landscape orientation which provided more space to display the different range of products. The orientation is a simple change which makes a huge difference to the layout, opening up the space. It invited potential buyers to put the catalogue down on a support and go through it carefully.


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