Pineapple

Branding and Strategy

INTRODUCTION OF THE BRAND
Pineapple is a wedding photography and videography service provider based in Kuala Lumpur and Germany. Pineapple brings a lot of meaning in different culture context. In English culture, it represents royal privilege and luxuriousness whilst in Chinese, it represents good luck, prosperity and wealth. Unlike any commercial wedding houses, their works are more to natural candid shots and they love capturing emotions of the moment.

Services

Branding
Design
Strategy
Photography
Videography
Social Media Management

Launch website

CHALLENGE
Pineapple’s initial logo is a combination of a slice of yellow pineapple and camera aperture which portrays a very young and energetic character. In terms of brand positioning, this brand identity may lack of elegance/luxuriousness and their identity is more to product/ brand photographers instead of something relates to wedding.

OBSERVATION
Pineapple’s target market is mid to high income young adults whom are in their late 20s and early 30s. Mostly are Chinese audience based in urban area. They may like something not staged and natural-looking plus they are particular in details. This target audience are more to social influenced and loves stylish, luxury and traveling.

SOLUTION
The font of the logo is clean with round-edge to add a bit of softness and more inviting. We’ve kept the essence of the brand, which is the slice of the pineapple/ a camera aperture, and turn it into a smaller sign to be placed at the end of the logo. It is a hexagon, which in Chinese, the 8 edges represent prosperity and wealth. It also resembles 2 matching individuals. The primary color of the brand is more to earth and nature tone which further elevate the brand’s elegancy.

Pineapple

Services

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