At the beginning of January I began to brainstorm the brand and visual identity of my shop Mooni's Sketchbook, a shop catered to selling K-Pop themed stickers and stationery.
The brand identity was influenced by the song 1/6 by Sunmi who sings about being an astronaut as they only experience 1/6 the weight of things, even hardships. Therefore, I wanted my shop to serve as a safe space for K-Pop fans to surround themselves with cute items I've created.
The visual identity borrows inspiration from the song too, as the envelopes and packaging follow a space theme in a drawing style. Two patterns, blue and white, were made to be used.
Summary
Results
March 26 marked a full year of operating Mooni's Sketchbook after it's soft launch in January 6, 2022.
The shop maintained a 3.6% conversion rate in relation to visits/orders, has fulfilled 400+ sales, garnered 170 5-star reviews detailing great customer service and product quality, and has achieved Star Seller status (given to shops who have provided quick customer reply, fast reliable shipping, and an above 4.9 shop rating).
On Instagram, 60.5K accounts were reached within the year while garnering an audience of 183 followers. Within two weeks the TikTok account has been able to reach 2000+ likes and garner a 82 follower audience.
The shop maintained a 3.6% conversion rate in relation to visits/orders, has fulfilled 400+ sales, garnered 170 5-star reviews detailing great customer service and product quality, and has achieved Star Seller status (given to shops who have provided quick customer reply, fast reliable shipping, and an above 4.9 shop rating).
On Instagram, 60.5K accounts were reached within the year while garnering an audience of 183 followers. Within two weeks the TikTok account has been able to reach 2000+ likes and garner a 82 follower audience.
The Visual Identity (Physical)
The goal for the main visual identity was to be minimal, clean, and cute. Branding is heavily focused on a space theme with vector drawn spaceships, rockets, planets, and stars. This is mainly due to personal preference but also ties into it’s inspiration, the song ‘1/6’ written by K-Pop soloist Sunmi, as the lyrics describes an escape to outer space with a children song-like instrumental.
This pattern is used across physical collateral in the form of card backings, packaging, and envelopes to distinguish the shop from other competitors on Etsy. A separate pattern was also made for the shop's digital presence.
This pattern is used across physical collateral in the form of card backings, packaging, and envelopes to distinguish the shop from other competitors on Etsy. A separate pattern was also made for the shop's digital presence.
The Visual Identity (Digital)
The pattern used for physical collateral was unique to the shop but wasn't as visually interesting on digital platforms. To adjust to this a second pattern was made specifically for digital collateral.
This pattern is a simplification of celestial nautical maps with a front facing grid and constellations thrown onto it. For visual intrigue a fluid pastel gradient is used to recall a child-like cosmic feel.
This pattern is used for listing images on Etsy as well as the default background for content creation across social media.
This pattern is a simplification of celestial nautical maps with a front facing grid and constellations thrown onto it. For visual intrigue a fluid pastel gradient is used to recall a child-like cosmic feel.
This pattern is used for listing images on Etsy as well as the default background for content creation across social media.
The Products
With an over saturation of fan-made K-Pop merchandise it was imperative for me to find a specific niche to target. Expanding on my original intent to share my joy of K-Pop I settled on creating stickers celebrating K-Pop acts' tours.
Thus, the majority of my stickers are inspired by the concerts I've previously attended; in particular the BTS Permission to Dance On Stage concerts in Los Angeles and Las Vegas. The stickers I therefore create are a memorabilia piece for other fans to keep as a reminder of their experience at the concert.
Thus, the majority of my stickers are inspired by the concerts I've previously attended; in particular the BTS Permission to Dance On Stage concerts in Los Angeles and Las Vegas. The stickers I therefore create are a memorabilia piece for other fans to keep as a reminder of their experience at the concert.
The Packaging — The Envelope
When deciding on packaging I wanted the customer's excitement of receiving their purchase to be an interactive experience. Therefore, I forewent the more affordable craft envelopes and card backings to produce my own branded packaging in-house.
The envelopes use the pattern mentioned in the visual identity. To be visually diverse, envelopes are double side printed with a white and blue variant of the pattern on each side. When constructing the envelope there's a choice of creating blue or white envelopes with the opposite lining the inside. This gives an extra element of surprise to the buyer when opening their orders.
The envelopes use the pattern mentioned in the visual identity. To be visually diverse, envelopes are double side printed with a white and blue variant of the pattern on each side. When constructing the envelope there's a choice of creating blue or white envelopes with the opposite lining the inside. This gives an extra element of surprise to the buyer when opening their orders.
The Packaging — The Sticker Pocket
Using 60 lb card stock, a double-sided perforated pocket was made to hold the stickers. Rather than pulling a sticker out of a plastic sleeve, the customer pulls on the perforated panel to receive their stickers. This idea was inspired from advent calendars, where the excitment of receiving a prize is just as fulfilling as opening it.
While being a fun and interactive experience for the customer, it also serves as a safety precaution to prevent the stickers from bending/folding during transit.
While being a fun and interactive experience for the customer, it also serves as a safety precaution to prevent the stickers from bending/folding during transit.
The Content – Instagram and Etsy
The content creation on Instagram and Etsy are virtually the same as listing images uploaded on Etsy are used on Instagram as a carousel.
By using the same assets on both platforms I have more time to design and create supplemental animated content in the form of reels and custom motion graphics.
The listing images and carousel posts use the digital specific pattern outlined above. This content is mixed in with collateral branded content for select promotions; for example, an ongoing promotion for TXT Act: Sweet Mirage tour occurring this Spring (example found below and on TikTok @MoonisSketchbook).
By using the same assets on both platforms I have more time to design and create supplemental animated content in the form of reels and custom motion graphics.
The listing images and carousel posts use the digital specific pattern outlined above. This content is mixed in with collateral branded content for select promotions; for example, an ongoing promotion for TXT Act: Sweet Mirage tour occurring this Spring (example found below and on TikTok @MoonisSketchbook).
The Content – TikTok
I've begun to create content on TikTok as there's been a known sentiment that small business brands see more success and engagement than on other forms like Instagram.
Recently, I've begun to promote my TXT Act: Sweet Mirage tour sticker through a 50 day post schedule to create more traction. Currently I use a mix of behind-the-scenes videography and motion graphics made on After Effects while using trending audio to grow the account's audience.
Since it's implementation two weeks ago the account has seen a 80% increase in followers and a 250% increase in likes.
Recently, I've begun to promote my TXT Act: Sweet Mirage tour sticker through a 50 day post schedule to create more traction. Currently I use a mix of behind-the-scenes videography and motion graphics made on After Effects while using trending audio to grow the account's audience.
Since it's implementation two weeks ago the account has seen a 80% increase in followers and a 250% increase in likes.