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Creating Brand Identity

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Creating Brand Identity

A start-up has asked you to develop a brand identity that appeals to its customers and feels consistent across its logo, colours, words and actions. Read the brief, then complete the tasks. There is more than one good creative solution: explain how your choices fit the audience.

Brand brief: Loop Local

Loop Local is a proposed Australian business that sells reusable lunch containers and drink bottles. Its target customers are busy secondary students and their families. They want products that are practical, durable and easy to clean, and they are interested in reducing single-use packaging. The brand should feel friendly and reliable, not preachy. It plans to sell online and at weekend markets.

1.Which choice is a brand identity element rather than a business operating decision?

A consistent colour palette
The number of staff rostered on Saturday
The delivery fee charged at checkout
The weekly stock order

2.Match each Loop Local choice to the brand identity element it describes.

A rounded symbol of a bottle with a circular arrow
“Pack it. Use it. Loop again.”
Clear, upbeat wording that never lectures customers
Products designed to last and reduce single-use packaging

Values
Logo
Tagline
Brand voice

3.Which brand voice is most likely to fit Loop Local's brief?

Friendly and practical: “Ready for lunch, day after day.”
Formal and technical: “Optimise your food-storage solution.”
Guilt-focused: “You are ruining the planet if you use disposables.”
Luxury and exclusive: “Only for the most refined diners.”

4.Loop Local wants to seem friendly and reliable, but its social posts use sarcastic insults about people who forget their lunch containers. Explain why this weakens its brand identity and suggest one improvement.

Build a consistent identity

Use the design board to test whether the same brand idea can work in more than one place.

Online shop tile

Weekend market sign

5.Choose two colours and one type style for Loop Local. Describe what each choice communicates to the target customers, and explain how you would keep the choices consistent on both the online shop tile and market sign.

6.Write one sentence explaining what Loop Local does, who it helps and the benefit it aims to create.

7.A draft tagline says, “Containers for sale.” Rewrite it so it is memorable and reflects at least one Loop Local value. Keep it to eight words or fewer.

8.Sketch a logo concept for Loop Local. Include a simple symbol and the business name. Make it easy to recognise at small size, and add a note explaining how it connects to the business or its values.

9.A customer buys a Loop Local bottle, but its lid leaks in a school bag. Explain why this experience matters to brand identity, even though the logo and colours have not changed.

10.In two or three sentences, explain how a clear, consistent brand identity could help Loop Local compete with other lunch-container businesses. Refer to recognition and customer connection.