VIS6041 BCU Resit Module

Land Of Plenty
Brand Project

A complete resit response for the Land of Plenty brief: creating a leisure and lifestyle brand that considers environmental and ethical issues while still bringing joy to people.

Active Project Brand Strategy Brand Identity Brand Delivery

Project Overview

The brief asks for a brand in the world of leisure and lifestyle that is considerate towards the planet, but still emotionally appealing and joyful.

Brand Concept

RITUAL

RITUAL is a slow-living lifestyle brand that transforms everyday routines into meaningful, sustainable experiences. It reframes simple habits like drinking, resting, gathering and gifting as slower, more intentional rituals that benefit both people and the planet.

Big Idea

Make more of less.

Stage 1 — Brand Strategy

Defining the business idea, audience, purpose, mission, values and name.

Elevator Pitch

RITUAL helps people turn everyday routines into sustainable moments of joy. Through thoughtful products, refill systems and calm storytelling, the brand makes lower-impact living feel beautiful rather than restrictive.

Target Audience

Design-aware adults aged 20–35 who are interested in wellness, sustainability, lifestyle culture and calming digital experiences.

Purpose & Mission

Purpose: reconnect people with everyday life through mindful rituals.

Mission: make sustainable habits feel joyful, premium and emotionally rewarding.

Brand Values

  • Intentional living
  • Sustainability
  • Emotional wellbeing
  • Community and connection

Audience Likes

  • Minimal design
  • Wellbeing routines
  • Premium packaging
  • Brands with meaning

Audience Dislikes

  • Wasteful products
  • Overly loud branding
  • Guilt-based sustainability
  • Cheap-looking eco clichés

Stage 2 — Brand Identity

Creating a clear visual system with logo direction, colour, typography, secondary marks and tone of voice.

Logo Direction

RITUAL

The wordmark uses a clean, premium and spacious style. The aim is to avoid typical eco-brand clichés and instead create a calm lifestyle identity.

Colour Palette

The palette combines a dark premium base with soft, joyful accents.

Tone of Voice

Calm, warm, intentional and encouraging. The brand avoids guilt-led language and instead invites the audience into a slower, more joyful way of living.

Secondary Mark

A ritual symbol system is used instead of a mascot. Symbols represent rest, drink, gather and create, allowing the identity to work across packaging, digital content and campaigns.

Stage 3 — Brand Delivery

Showing how the brand works in the real world through three relevant touchpoints.

01 — Refillable Packaging

Reusable packaging for lifestyle products such as herbal blends, bath salts or candles. This supports the sustainability message through reduced waste and repeated use.

02 — Launch Campaign

Campaign theme: “Slow Down. Feel More.” The campaign communicates the brand’s belief that joy can come from calm, intentional living instead of overconsumption.

03 — Website / App

A digital experience that helps users build rituals, track refills and explore sustainable lifestyle habits through a soft, dark and premium interface.

RVJ Process Mapping

This section shows how the resit work can be organised into a 40+ slide reflective visual journal.

Slides 1–5: Brief, challenge, initial thoughts and concept direction.
Slides 6–12: Sector research, audience research, strategy and naming.
Slides 13–22: Brand purpose, values, positioning, tone of voice and big idea.
Slides 23–32: Logo development, colour palette, typography and identity system.
Slides 33–40+: Packaging, campaign, digital application, rationale and final reflection.