599.Lim.book.final(web)

Creative Component for MA in EGD
Iowa State University, Ames Iowa
April 2016
Designing
a brand identity +
brand experience
through
a popup store
Mariposa Ice Cream’s Environmental Graphic Design.
Huiwon Lim

Copyright © Huiwon Lim, 2016. All rights reserved.
Lisa Fontaine
Andrea Quam
Joori Suh
Committee
Graphic Design
Department
Environmental Graphic Design
Major
College of Design in Iowa State University
College
Designing
a brand identity +
brand experience
through
a popup store

Iowa State University
3
Purpose of the Study
For my creative component, I wanted to create a brand identity and brand
experience through a popup store for a new ice cream brand, Mariposa.
I believe that the brand experience at a popup store is related with brand
identity and has a unique brand story, making it one of the best ways to
get customers’ royalty.
Brand experiences arise in a wide variety of settings when consumers
consume brands. Thus, lots of companies try to create their unique brand
experience for customers. For example, Starbucks is one of the most
experiential brands, their goal is to be the ‘third place’ in people’s daily life.
To become the third place, they created the ultimate customer experience
at their retail stores through their aroma, music, furniture, display and
environment. As a result, Starbucks delivered on their promise to become
the ‘3rd place’ in people’s life. Like Starbucks, I’d like to create a unique
experience for customers at my brand’s popup store.
A pop up store is a low risk, cost-effective way to foster my new ice
cream brand because it has a number of benefits: affordability, short-
term commitment, and brand awareness. It also generates buzz, allows
for testing & experimentation, encourages spontaneous purchases and
serves as a brand extension. Thus, when the brand starts up with not
enough retail stores, a popup store would be a good way to be introduce
itself to customers.
Create a Brand identity +
brand experience
through a popup store
for a new ice cream brand.

Huiwon LimCreative Component for MA in EGD April 2016 Iowa State University
4 5
What is brand experience?
Customers’ responses
are evoked by
brand-related motivations.
Why choose an ice cream brand?
Good, safe and sustainable
resources for food products
are important.
The first reason that I chose an ice cream brand for this project is
that good, safe, and sustainable resources for food products such as
ice cream, juices, cereals (and anything you can buy at market) are
important. You can easily pick the food at every market, but many kinds
of food have artificial resources or GMOs, not just natural things. These
resources are not good for people. So I considered a food brand with
good, safe and sustainable resources.
The second reason came from my personal experience. My family enjoys
ice cream frequently, but my younger son does not. My son has allergies
from artificial colors and flavors and dairy products. Inspired by my son,
I wanted to design for an ice cream brand that is healthy for him and
others like him to eat.
Brand experience is conceptualized as sensations, feelings, cognitions,
and behavioral responses evoked by brand-related stimuli. Such
stimuli appear as part of a brand’s design and identity, packaging,
communications, and environments. <J. Joško Brakus, Journal of
Marketing>.
Brand experience is one of the most important aspects for branding. Kurt
Frenier, a Vice President of Marketing at PepsiCo HQ, talked about the
importance of the brand experience: “People don’t remember the brand
messages but remember the experience. So, consumer experiences
influence consumer choice.” As he said, brand experience harnesses the
power of consumer influence, which is important when we consider that
word of mouth is the most powerful ad medium. 70% of consumers trust
brand recommendations from friends, but only 10% trust advertising.
According to studies by McKinsey, a worldwide management consulting
firm, experiential brand experience is the most powerful form of word of
mouth, accounting for 50 to 80 percent in any given product category.
Brand experience is inherently social: it’s built on ideas that people want
to spend time with and that people want to share.
Because of this reason, I considered brand experience for my creative
component.

6 7
Why do I focus on the popup store?
Essentially a popup shop is a temporary retail store selling merchandise
in a particular space or venue for a limited period of time. The aim is to
attract customers through creating a burst of impact and providing a
unique and interesting experience of brands. Popup shops are incredibly
flexible encompassing a wide variety of quirky spaces to suit all budgets.
<shopintegratorsarah, 2015>
Temporary retail establishments have been growing in number,
popping up on street corners, in shopping centers, at events, in
airports and more, as more brands begin recognizing the benefits
of popup shops. There are a variety of pop-up stores, ranging from
modular retail establishments to those housed in shipping containers;
regardless of the format, there are several advantages in setting up a
popup establishment: affordability, short-term commitment, and brand
awareness. It also generates buzz, allows for testing & experimentation,
encourages spontaneous purchases and serves as a brand extension.
There are many benefits of popup shops, and an increasing number of
businesses today are jumping on board to try their hand at opening a
temporary retail establishment. <Katherine Vong, 2012>
Popup Stores
create a unique
environment to
build up customer’s
interest.

Brand
Identity
Design
Brand identity design is the most important component of branding,
because it would be recognized first by customers. This means the
first perception of brand depends on the brand identity. Thus, it has to
include brand essence and attributes as well as an attractive look and
feel. Additionally, Brand identity must be applied to a popup store to
reinforce the identity to customers.

10 11
Nature
Fair
Variety
Joy
Brand Essence
Infinite
Brand Attributes
The company’s goal is the infinite growth
between them and producers through the fair
trade. Through the fair trade producers could
trade their products with reasonable price, and
the company could get the best products from
producers’ sustainably.
The company’s goal is the infinite care of
human’s health by using nature friendly
products. Many people are suffering by artificial
resources such as GMOs, thus for all human’s
well-being the company uses only organic
products.
The company’s goal is being a good brand for
infinite range of people through the variety ice
cream with variety flavors.
The company’s goal is being an infinite joyful
brand throughout the customer’s life and from
now to the next generation by using the fair
trade and nature friendly resources for their ice
cream.
A brand essence is a promise of specific values and benefits, one that
has meaning and relevance to users. To consumers, these promises
differ from those of the competition. It is the consumer’s gut feeling
about the company, service or product.
I set “Infinite” as my brand essence with following two reasons:
The first reason is that this brand would make an effort to
infinite(unlimited) development for producers and customers through
the fair trade. By using fair trade products, they can help producers in
developing countries achieve better trading conditions and promote
sustainable production. it will be helpful that producers could generate
sustainably resourced products for customers.
The second reason is that we consider the people who has some
allergies from artificial resources such as GMOs. By using nature-friendly
resources for their ice cream, it will be valuable for not only people has
allergies but also for others. It means they could offer good ice cream for
infinite people regardless of age, gender and disease.
Because of these reasons, I decided the infinite as a brand essence.

12 13
Healthy
nutrition
Balance
body
Scale
cage free
cow
egg
no stress
exercise
Non GMO
natural
purewhite
organic
wild
sun
cloud
green
clean
farm
water
curveline
traditional
smile
enjoy
emoji
face family
kids
daddy
mommy
baby
Fair Trade
direct trade
Food sources
Global issue
equal
Factory & Farm
Africa
smile
co-work
partner
shaking hands
win-win
developing countries
balance scale
infinite
value good company
paradigm shift
natral
people
enjoy
emoji
Mind map
Mind map & ideation sketch matrix
To find design elements for my brand, I worked with a mind
map and the ideation sketch matrix. Through this process I
decided to use a “butterfly” for my brand.

14 15
Environment friendly
shift
save
nature & humna
no pollution
non-GMO
naturalbalance
global warming
sustainable
organic
smile
clean
white
green
recycleinfinite
curve line
traditional
Mind map Ideation sketch matrix
Fair
Infinity
Ice cream
“B”
Balance
Bowl +
ice cream
Ice cream +
nature
Nature Variety Joy
Attribute
Element
Element
Element
Element
Element
Attribute Attribute Attribute

16 17
Why a butterfly?
Butterflies’ both side wings appear equal, thus these wings
can represent one of the brand attributes: fair. Butterflies
are sensitive to environmental change, so the butterfly can
represent one of the brand attributes: nature-friendly. Also,
butterflies can represent one of the brand attribute: variety,
because there are many kinds of butterflies all over the world.
When they are flying they create joyful moments for humans,
so butterflies can represent one of the brand attributes:
joy. Therefore, butterflies’ life cycle, from egg to the next
generation egg, can represent my brand essence: infinite.
So I decided to use butterfly as my graphic motif for the brand
identity design.
Fair
scale
Infinity
Organic
Smile
Swirl
Nature Variety Joy
Attribute
Element
Element
Element
Element
Element
Fair
Nature
Smile +
nature
Nature Variety Joy
Attribute
Element
Element
Ideation sketch matrix

18 19
Once I found the best element - butterfly - for my brand
through the idea sketch matrix, I did lots of sketches to figure
out the best shapes, colors and balances.
1st sketches
Sketches for the symbol

20 21
After the first sketches, I narrowed down the direction of my
symbol design. I tried to combine the infinity symbol and a
butterfly shape. I also worked with more detailed ice cream
illustration.
2nd sketches

22 23
While I was sketching, I focused on how to connect the
butterfly shape and infinity line, and also considered using
mass as well as lines.
3rd sketches

24 25

26 27
I was trying to find a good combination with the butterfly
and infinity line, and also testing color variations. Through
all previous sketches, I was able to finalize the shape of the
symbol.
4th sketches

28 29
Digital Works for symbol
Once I transferred my design to the computer, I tried
to figure out the best shape, line, balance, round and
positions for my symbol design.
Digital works

30 31
Word References for brand name Research for logotype
To develop a name for my brand, I researched word
references that would be matched well with my symbol design
and brand attributes. Finally, I decided a brand name as
mariposa. Mariposa is a Spanish word that means “butterfly”.
Its pronunciation is beautiful to hear and speak. This is also
the least confusing name for my symbol of all the words
tested.
Research words
butterflies
butterfly
etenal
everlasting
infinite
immense
constant
immortal
lasting
lifelong
durable
continuing
steady
solid
balanced
sustainable
life
enjoyment
entertainment
sweet
flavor
fresh
cold
variety
Nabi (Korean)
Vinder (German)
Mariposa (Spanish)
Chapola (Spanish)
Papillon (French)
cyclone
twist
swirl
nature
friend
ace
pleasing
fun
valuable
prime
organic
deluxe
choice
merry
pleasant
spark
happiness
joyful
everlast
life
healthy
great
playful
up
suitable
taste
For my logotype design, I researched lots of typefaces that
would math well with my symbol design, and I selected four
fonts to explore more.
Typeface research

32 33
Digital Works for logotype
Once I selected TriplexSerif, I did more detailed work to the
type, such as exploring different kerning options. From these
four I decided to move on with version 3.
Logotype design 2
Once I selected four typefaces for my logotype, I modified
each typeface’s serif, angle, height, width, and rounded the
edges to match the symbol design. Finally, I selected the
typeface TriplexSerif.
Logotype design 1

34 35
Color is one of the important aspect for brand design
to represent brand’s attributes, so I selected the four
color area of color image scale: Casual, Natural, Clear
and Dynamic. <Shigenobu Kobayashi>
<Color Image Scale, Shigenobu Kobayashi>
<Color for joy> <Color for variety>
<Color for nature>
Colors
Color research
<Color for fair>

36 37
Once I selected four areas on color image scale, I
tested color variations to find the best harmony with
these four colors. Each color could have a meaning of
one of the brand attributes and the four colors could
represent variety.
Colors
Digital Works for Color

38 39
Pattern is also an important design part
of branding for applications like storefront
graphics. All patterns I explored are based on
the symbol elements.
Pattern
Digital Works for Pattern

40 41

42 43

Huiwon LimCreative Component for MA in EGD April 2016
44
Symbol
Logotype
Brand Identity
Color system
Pattern
Final
Brand
Identity
Design

46 47
Symbol
The Symbol is designed with a butterfly shape and an infinity line. It
represents the brand essence: infinite, and four brand attributes: Fair,
Nature, Joy and Variety.
Logotype
The logotype is created to live in harmony with the symbol. It comes
from the existing typeface, “TriplexSerif”, but it is modified to match
the rounded shapes of the symbol.

48 49
Brand Identity (Primary)
The brand identity is a combination of the symbol and the logotype.
The basic version of the brand identity is shown here. This version
features the symbol sitting above the logotype and a bit wider than
the logotype.
Brand Identity (Additional versions)
The secondary version is on the top with the symbol still sitting
above the logotype but with the symbol, same width as the logotype.
Another version at the bottom has the logotype placed to the right
of the symbol. Which version is used will depend on the product
and available spacing. Ideally the primary version should be used
whenever possible.

50 51
Color system (Primary)
The brand has four primary colors set, each color has a meaning
related one of the brand attributes, and also these four color
combinations represent variety, which is one of the brand attributes.
mariposa happy red
M 85, Y 65, K 5
mariposa fair blue
C 85, M 45, K 10
mariposa joyful orange
M 50, Y 100
mariposa nature green
C 60, Y 100
Color system (Secondary)
Secondary color could be used sometimes depending on the needs.
The examples how to use secondary colors are on page 79 to 86.
mariposa dark red
M 100, Y 80, K 20
mariposa black
M 20, Y 20, K 95
mariposa dark blue
C 100, M 60, K 20
mariposa silver
K 25
mariposa red orange
M 65, Y 100, K 10
mariposa gold
C 40, M 45, Y 75
mariposa dark green
C 90, Y 100, K 10

52 53
Pattern 1
Pattern design is one of the important parts of branding and is used
in the store graphics. This Butterfly pattern is made to suggest that
this small movement intends to make a big wave. Also this butterfly
pattern is delicate to move through space gently.
Pattern 2

54 55
Pattern 3
Pattern 4
These four patterns came from some of the elements in the symbol.
Each pattern represents one of the brand attributes: Fair, Nature, Joy
and Variety.
Variety
Fair Nature
Joy

Popup
Store
Design
Popup store creates a unique environment to build the customers’
interests. To make a unique environment for mariposa, I applied the
brand identity to the store structure and wall graphics. Especially, I
focused on representing the symbol design through the store structure.
As a result, the store has four sunshades like a butterfly’s four wings.

58 59
Sketches
The popup store’s structure needs to be related to the
brand identity and be unique to the customers’ interests.
Additionally, I needed to consider employees’ and customers’
pathways through the store. Therefore, I did a lot of sketches
to solve this challenge.
Sketches for popup store

60 61

62 63
1st paper prototype
Once I decided the store structure, I made a paper prototype
to determine what still needed to be solved. I decided to
use four wings sunshades and four movable walls. These
sunshades could represent the butterfly’s four wings of
my brand symbol; these sunshades also can move like a
butterfly’s wings. Therefore, when the store is closed, the
wings fold down to hold the structures tight, and when the
store is open the wings fold up and the walls move out
from central structure. Through this opening and closing
movement, the store could represent a butterfly’s life cycle.
Prototype for popup store

64 65
Sketches
I did more sketches to solve the problems such as space for
employees, and structure of sunshades.

66 67

68 69
2nd paper prototype
After the first prototype, I developed more refined models
of some parts of the store, and by using straws I tested the
movement of the wing sunshades.
Prototype for popup store

70 71
Wall graphics
Wall graphics are a significant part of the popup store design because the first impression of
the customers is dependent on this. These wall graphics also explain the four brand attributes
to potential customers.
Digital works for wall graphics

72 73

74 75

Huiwon LimCreative Component for MA in EGD April 2016
76
Wall graphic
Store 3D model
Final
Pop-up
Store
Design

78 79
Wall graphic 1
This graphic is for two outside walls at the main entrance, to inform to
visitors where the main entrance is.
Wall graphic 2
This graphic is for one of the outside wall at backside. This wall
represents the attribute of “Variety” with a pattern.

80 81
Wall graphic 3
This graphic is for one of the outside wall at backside. This wall
represents the attribute of “Fair trade” with a pattern.
Wall graphic 4
This wall graphic is for the outside wall of central structure. In order
to be clear and to reinforce the brand, I used logotype and butterfly
pattern.

82 83
Wall graphic 5
This wall graphic is for the inside wall of the central structure.
Customers can see this graphic when they purchase products.
Wall graphic 6
This graphic is for one of four inside walls, it has a message about a
brand attribute; Nature-Friendly:
Nature-Friendly: Our all flavors and colors come from nature not from
artificial products. Enjoy without any concerns.

84 85
Wall graphic 7
brand attribute, Fair Trade:
Fair Trade: We use only fair trade products. Fair trade is a social
movement whose stated goal is to help producers in developing
countries achieve better trading conditions and to promote
sustainability.
Wall graphic 8
brand attribute, Variety:
Variety Flavors: We wanted to give variety and pleasure to you through
our ice creams with nature-friendly resources. We only use fairly
traded and naturally derived sources for our ice cream. Just enjoy our
varieties of ice cream without any health concerns.

86 87
Wall graphic 9
brand attribute, Joy:
Joyful Nature: We want to let you know the joy of nature. We only use
nature-friendly resources for our ice cream. Through our ice cream
you can feel the joy of nature.
3D model
When the store is closed, sunshades are folded and the outside walls
stand around the central structure as a lock. Sunshades help the
structures to be safe and locked up tight. When the store is open, the
sunshade wings are spread out like a butterfly, and the outside walls
and refrigerator is moved out from the center. The Wings provide good
shade for customers while they are staying in the store.

88 89

90 91

92 93

Designing
a brand identity +
brand experience
through
a popup store
by Huiwon Lim

599.Lim.book.final(web)

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