Design Line Rebranding

This project’s aim to revamp the brand called, Design Line. Design Line is a paper supplier company that established in the year of 2000.

Throughout my research and analysis, designers are very fastidious in choosing papers to get the right feeling and sense. Thus, I have rebranded the company by given it a new Single Minded Proposition, ‘Inspiring Emotions’. Inspiring emotions suggest that Design Line’s paper enhance the design to sense the right emotions. From there, a series of campaign and items are made to introduce this new identity, such as the campaign posters, paper swatches, new company website and etc.

The new identity of Design Line was basically inspired by the paper folding style. By combining the letters D & L together, it formed out a new shape which look like a paper. Next, I was inspired to overlap different types of patterns and colours to bring out the emotion which related to the characteristic of the paper. I use these as a mnemonic throughout the collateral to capture the essence of emotions. Below are the emotion’s explanation of every shape and pattern I have studies.