Slim Shady is a brand that represents itself as a healthy protein shake with the ultimate goal of highlighting many issues associated with current slimming shakes in society today bought by many women of all ages. 

Branding of current slimming shakes is specific and targeted to weaker, unknowledgeable buyers who consciously believe these drinks will give the results they desire. Society has created the social norm of a women having a petite or ‘fit’ body shape thus why many urge these fast, easy accessible weight loss drinks and the body shape the shake brands guarantee. However in reality research has been taken and studies show by consuming these drinks at the products recommended serving standards it can lead to fatigue, poor digestion, muscle loss, constant hunger and long term weight gain. Body image is evidently a major part of many womens lifestyles and these weight loss companies target this community. Consumers believe in these weight loss solutions thus why many companies can ultimately suggest the excellence of their product whilst hiding a variety of  harmful consequences.    

Slim Shady highlights these hidden negative effects on the body yet keeps the branding sly and contradicting as the name suggests. It also exaggerates these harming effects on the body by incorporating more dramatic, damaging results including loss of hair, teeth, nails etc. All of these destructive effects will be hidden within the branding behind a layer of neat, comforting typography and icons. 

The concept behind my brand mark is clean dishonesty. The designed visuals are intentionally aesthetically pleasing to engage consumers on a deeper more interment level. I have kept my logo simple and neat using elegant typography and defined colours and colour groups. Consumers believe in well-designed orderly logos thus why I have stuck with this characteristic. By using these strategic design element’s it will target women and instantly create a positive connection between the buyer and the product.  The logo will suggest a ‘healthy women’s protein shake’ yet in truth is a detrimental product.

Slim Shady’s logo variations consists of one main tagline, one logo emblem, one icon and a single trademark. The wordmark can be situated horizontally as well as vertically and should only be chosen if the major logo emblem has not already been used in the design.

The icon should not be directly next to the emblem. For example the emblem would be placed on the front of the product and the icon situated at the back. 

The trade mark is only used when marketing the brand and should be spaced apart from surrounding text and icons keeping the area less cluttered.

SlimShady is defined by the DEEP PINK accompanied with SOFTER SHADES. Pink is one of the most positively engaged with colours thus why this colour palette was specifically chosen. Aiding to the comforting nature of pink it also targets the female gender which is most suited to Slim Shady’s protein shakes. This palette masks the brands true intentions and strongly portrays Slim Shady as a high quality product. 

  

For all logos, icons and wordmarks the font DIDOT is used. Didot demonstrates simplistic designs through neat yet interesting lettering.

HELVETICA NEUE is used for product detail and description. It replaces didot when used for all other text required on product visuals, print and web designed branding and corporate stationary set. It is also used for the letter TM in the trade mark circle.

The Slim Shady logo is very simple and clean creating a versatile brand mark. To ensure the logo dimensions are kept to scale measurements are taken in accordnace to X. The X value is equivilent to the width of ‘Slim Shady’. The circular brand mark with the double s visual has a consistent 3x value for each varied logo. 

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