Margaret Darcher

In constructing the content architecture, I considered the different ways that a user would want to shop the Orange Marmalade product line: by category, by item, or by color/print. I also wanted to ensure that users could see all the categories on the home page, as well as see new offerings, such as print releases or new products.

I wanted the user to be greeted with color and pattern when first visiting the site. I also carried the concept of modularity in the visual design of the site with the color blocking and grid layout of the opening images.

To establish the identity of the Orange Marmalade brand, Kim and I chose a whimsical slab serif typeface to manipulate for the logo. We selected bright, bold colors and an asymmetrical grid to create a cheerful tone and express the concept of modularity. As co-founders of our fictional company, we each get our own Orange Marmalade motif on the back of our cards. Each department of our fictional company (warehouse/logistics, web, buyers, etc.) would have a specific motif as well for their business cards.

Kim and I created a modular signage system that could be printed on site. All signs can be printed on letter-sized paper on an inkjet printer for quick signing needs that would arise when setting up a pop up shop. We designed half-letter price point signs which can be combined with letter-sized toppers. The letter-sized toppers could be preprinted with a seasonal or promotional message. We designed an intimate business card-sized sign for small items. In the signage package we have a framed sign to call out product categories, key items, or new product launches. In using the reclaimed frames, a faux matte would be crafted using felt cut to a width that would allow for an opening of 7.5” x 10”. This ensures that any sized frame larger than 8.5” x 11” could be used in this manner.

Kim and I also designed shipping and shopping collateral that would reinforce the Orange Marmalade brand. We designed the packing slip, a thank you card, a surprise card for a gift order and a shipping box that would carry the delightful user experience of the website to the customer when she received her order. We also designed paper and canvas shopping bags to be used in the pop-up shop.

We created a brand guide to establish the look and feel of the brand, set the graphic standards, and outline the merchandising methods. Kim and I wanted to carry out the modular focus and craft aesthetic of the brand in the presentation of the brand guide, so I needlepointed the front and back covers of the book.

These are the twelve repeating surface patterns that Kim and I designed for use on the Orange Marmalade merchandise and collateral. We wanted to create motifs that would both stand alone and coordinate with each other.

In the year that I worked on the Orange Marmalade project, I kept a procces blog documenting the steps it took to complete this comprehensive project.