May5
May5 is a luxury brand offering a premium café experience and curated lifestyle products in Jaipur combining quality, elegance, and sustainability to create a space that celebrates the art of living.
Type:
Logo & Branding
Role:
Brand Identity Designer
Date:
Oct 2023
The May5 Vision
The client envisioned May5 as a luxury café and lifestyle brand that harmoniously balances indulgence with sustainability. The client from Jaipur, wanted to bring a modern but culturally enriched experience which is appealing to urban, design-conscious people. The brand is built on three pillars:
Elegance in Simplicity: Celebrating the beauty of everyday moments.
Sustainable Luxury: Merging indulgence with environmental and social responsibility.
Cultural Connection: Reflecting Jaipur's heritage through modern aesthetics.
The Problem
The brand was facing a number of challenges:
Market Positioning: How to be different in the competitive luxury café and lifestyle segment.
Visual Brand Identity: To create cohesion in look-and-feel for easy recognizability by portraying luxury and class.
Product Differentiation: Niche development to offer something different, like artisan home décor and fashion accessories with the café.
How I reached the solution
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My Role
I was responsible for the complete visual branding for May5, including logo creation, color schemes, typography, and brand guidelines for future references. My task was to ensure the brand reflected luxury, modernity, and a unique character.
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Duration
Over the course of one month, I focused on crafting the brand's presence, strategy and finalizing the positioning.
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Tools
Adobe Photoshop for creating mockups and visual elements.
Adobe Illustrator for logo design, typography, and scalable vector assets.
Procreate for rough sketching and brainstorming.
Target Audience
Professionals: 25-45 years old, looking for a high-end experience and products.
Luxury Visitors: These tourists come for the experience of luxury while absorbing the local culture.
Design-conscious consumers: Consumers who make buying decisions based on aesthetics.
Café Enthusiasts: Coffee lovers and foodies who take an interest in ambiance and quality.
Research Methods
To position May5 in the competitive market, I employed a variety of research methods:
Market Research: Studied current trends in the luxury cafe and lifestyle sectors to understand how May5 could stand out.
Competitor Analysis: Analyzed the branding strategies of similar high-end cafes and lifestyle brands to identify gaps and opportunities.
Customer Interviews: Conducted informal discussions with potential customers to understand their preferences for luxury cafe experiences and high-end products.
Mood Boards: Created visual mood boards to capture the desired aesthetics and inspire the brand’s design direction.
Competitor Analysis
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Competitive Analysis
I studied other luxury cafes and lifestyle brands like One8, focusing on their branding, color palettes, and messaging. This helped identify what was working well in the market and what could be improved to set May5 apart.
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Pain Points
I found that many luxury cafes lacked a sense of connection between the cafe experience and their lifestyle products. The goal was to create a seamless brand that tied both together while emphasizing quality and elegance.
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Target Audience
May5 targets urban professionals, tourists, design-conscious consumers, and coffee enthusiasts seeking luxury, elegance, and cultural charm simultaneously.
Brainstorming and Ideation
I began by sketching various logo concepts and exploring different typography styles that conveyed elegance and modernity. Several brainstorming sessions were conducted, focusing on color schemes, symbols, and visual elements that would best reflect May5's ethos of luxury and sophistication. Ideas were refined through feedback, leading to a cohesive and visually striking brand identity that captured the essence of luxury in everyday life.
For the May5 logo, I chose a design centered on clean, straight lines and the Roman numeral "V" to represent the number 5. This approach conveys a sense of timeless elegance and sophistication, perfectly aligning with the brand's luxurious identity. The minimalist yet impactful design reflects May5's commitment to refined aesthetics and modernity.
Final Design
Photography Style for May5: A Touch of Elegance in Blue
Using Midjourney, I created a series of images for May5, highlighting shades of blue to reflect the brand’s elegance and modernity. The cool blue tones evoke calm and sophistication, perfectly aligning with May5’s luxurious vibe. Each image captures the beauty of refined moments, blending light and shadow to emphasize quality and detail, bringing the brand's vision to life.
