With l'Orange I built a concept for a charitable lifestyle brand.
The idea was to create a branding effect that allowed existing products to have a higher price tag and would donate the additional amount to a charity. Therefore, the brand needed to be universally wanted, as well as easily recognisable and limited in distribution.
The next paragraph focuses on the selection of the brand's color.
After looking into color psychology, I found that the color orange combines both the energy of red and the happiness of yellow. It is generally associated with change—similar to the autumn harvest. Furthermore, orange is frequently used for drawing attention to important items. Therefore, I found it as the perfect color to be the foundation of a brand that is both recognisable and emotional.
To validate the branding concept I needed to first proof that a simple orange design element could generate attention from people around me. To prototype this as quickly as possible I put an orange stripe on my iPhone and measured the engagement from people seeing me with the phone.
The results were surprising. Most of the people around me immediately noticed the design element and asked me about it. This proofed that an additional orange design element could generate attention even when placed on existing products.