The development of the Identity

Started out by looking at the type to be used for Buttzilla. Since our core values focus on developing a sense of individuality as well as having a fun playful approach for the type a more hand drawn and playful almost cartoonish font seemed appropriate. It also needed to complete the Buttzilla character which was integral to our identity.

In the initial sketches there was an exploration of a variety of versions of Buttzilla. Most of which focussed on using the physical shape of the cigarette butt. As a variation to that, in this Buttzilla looks more in form of a trash can/receptacle. This by itself could be the product and serve as the identity as well.

So based on these explorations.There were 4 key ideas that were interesting.

1. Using a circular cute monster as the Butzilla icon. Keeping the brand symbol distinct from any associations with litter or such negative connotations

2. Using the cigarette butt shaped character. that might look almost friendly as Buttzilla the friendly monster- reminding smokers can be nice people too.

3.Integrating Buttzilla with the letter "B" or building on the idea of the identity as the product itself.

4. Letting Buttzilla take a backset and be just a icon that doesn't overpower the identity of the brand.

After trying different experiments with the 4ideas, the next step was to decide on a colour pallette for the branding experience.

Looking at fine art photography of the cigarette butt. As well as some images of naturally occuring stones for colour inspiration that used some of the similar shades to build a wider and richer range of colours for the colour pallette