BRAND IDENTITY FOR LAST FOREST ENTERPRISES

09.09.2010

The Opportunity:

To create an identity for Last Forest Enterprises which is the marketing

wing for the Keystone foundation:

1. that reflects the ideology behind the existence of Last Forest, which is

preserving indigenous cultures through exclusive sale of the forest

produce

2. that would appeal to urban audiences while reflecting the

traditional and natural qualities of the products

3. that functions as a marketable brand identity, but also stands for the

identity of all the indigenous communities under the Keystone umbrella

Since the name “Last Forest” is emotionally so strong and evocative, the

aim was to make the logo soft and subtle using elements which don’t

convey the same message about the extinction of forest ife in the Nilgiris

as the name of the brand does, but focuses on the positive part of the

brand which is conservation of forest life, as well as helping the

indigenous people from the forests of Nilgiris live a sustainable life.

The Brand:

Last forest is a brand that represents the organic/forest produce based

products created by the Keystone foundation in collaboration with the

indigenous communities of the Nilgiris.

The products are are produced by combining age old methods of

gathering and preserving forest produce with modern cottage industry

processes to give you the widest range of pure and authentic natural

products.

Through the marketing of these products, Keystone aims at providing a

sustainable livelihood to the communities while preserving their

traditional way of life.

Keywords:

forest, greenery, earth, disappear, protect, save, fresh, alive,

sutainability, old and new, continous, traditional, indigenous,

organic, biodiversity, locally processed, value addition

OPTION A

This option is a very simple, clean and contemporary approach. The main

emphasis is on the Last Forest - this is important in order to bring out the

emotional value of the name. The imagery of the leaf pointing upwards

is meant to signify growth.The idea here was to use minimal visual

elements so as to make it bold and iconic, with strong associative

colours and simple clean typographic compositions, so the whole works

successfully as a type and image unit.

OPTION B

This option is a variation of the existing Last Forest identity, with the

same visual elements, redesigned to look new and fresh.

The oval has been transformed to a circle and the illustration style has

been made minimal to conveniently adapt to scalability without

hindering visibility and making it less cluttered. It aims at attaining the

look and feel of old stamps or seals, while using soft border, bold

colours and clean type, to reflect the mixture of the modern yet

traditional values of the brand.

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OPTION C

This option is an attempt to integrate the strongest things from concepts

A and B .Here, the forest cover has been used as a texture and to depth

into the visual. It aims at attaining a fresh and vibrant look with the

colours and the style while retaining the traditional values of the brand

by putting both the smaller boxes in one big box, they are separate yet

together. The box has been used to depict preservation of forest life and

traditional methods.

THE END