Kamal B. Nirmul
MFA Media Design | Mastery Thesis
FULL SAIL UNIVERSITY • 2024
Designing the Vision Behind The Brand
Puss Zen Bamboots is a bamboo-based brand specializing in sustainable cat toys and furnishings with a natural, eco-friendly appeal. The design process incorporated extensive research and ideation to establish a distinctive and memorable brand identity in the competitive pet product market, appealing to eco-conscious consumers. The brand’s core values—Eco-Sustainability, Zen, and Playful Humor—guided the design process to create a nurturing and impactful brand that resonates with its target audience (Greene, 2012; Hadjiosif, 2020).
The Clients Problem
The primary challenge was to capture the interest of eco-conscious pet owners and encourage them to purchase products aligned with their values. When designers internalize the client’s problem as their own, they can better envision a solution (Felton, 2013). Puss Zen Bamboots seeks to increase market awareness and drive sales by developing a brand identity that connects directly with eco-conscious pet owners. This identity combines eco-sustainability, Zen-inspired tranquility, & playful appeal, positioning the brand as an eco-friendly choice for pet owners. Based in Madison, Wisconsin, Puss Zen Bamboots represents a purpose-driven, sustainable movement that aligns with its target audience (Felton, 2013; Hadjiosif, 2020).
Final Solution
The final logo emerged through multiple rounds of brainstorming, sketching, digital rendering, and experimentation. By combining the Enso brushstroke, a meditative Cat Buddha figure made of stacked stones, and bamboo-inspired typography, the logo embodies balance, mindfulness, and eco-friendliness. The bamboo-inspired fonts reinforce the brand’s sustainable theme, creating a minimalist, Zen-inspired design that effectively communicates the brand’s values and resonates with eco-conscious pet owners (Benfield, 2018).
Additionally, illustrated cat figures depicted as martial artists, ninjas, and samurais add a playful, Puss in Boots-inspired twist with an Asian influence, enhancing the brand’s unique Zen appeal. Set against Zen-style backgrounds, lush temple imagery, and bamboo scenes, these themed characters weave humor and cultural richness into the brand’s identity. Zen-inspired iconography and motifs have also been thoughtfully researched and integrated to reinforce the brand’s aesthetic and values (Levine & Lippit, 2007).
Multiple Solutions
During the initial design phase, brainstorming and sketching sessions explored multiple early concepts. These ideas included Zen symbols and natural elements that communicated tranquility and connection with nature. Early sketches experimented with the Enso circle and rock-stacking imagery, embodying the brand’s values of balance and simplicity (Bokhua, 2022). Additional elements, such as bamboo-inspired shapes and minimalist iconography, were tested to create a logo that would appeal to eco-conscious, pet-loving consumers.
The brand’s lighthearted spirit, inspired by the story of “Puss in Boots,” was explored by incorporating playful sketches of a meditative or perched cat, symbolizing Zen principles of tranquility and balance. Each concept aimed to blend Zen aesthetics with the brand’s playful appeal, staying true to Puss Zen Bamboots’ eco-friendly ethos. This approach aligns with the storytelling methods outlined by Meggs & Purvis (2016), where successful design draws from cultural narratives to resonate with audiences.
Design Production Process
The Solution - An Overview
The development of the Puss Zen Bamboots brand identity incorporated sustainable design principles and Zen aesthetics. Beginning with research into environmentally friendly materials such as Bamboo and Hemp. Branding and Zen philosophy added to the process, evolving from initial concept sketches to refined elements and a final logo with a few revisions. Influences from sustainable design practices and Eastern philosophies of simplicity, balance, and mindfulness informed both the aesthetics and functionality of the brand, drawing from elements found in Japanese Zen gardens (Department of Asian Art, 2002; Hadjiosif, 2020).
The logo features three key components: the Enso, the Cat Stone Buddha, and bamboo-inspired typography. The Enso symbol, originating from Zen Buddhism, represents balance, unity, and the beauty of imperfection through a single brushstroke forming an incomplete circle. This symbol aligns with the “less is more” philosophy, which reinforces a resonant, clear connection with viewers by focusing on essential forms (Bokhua, 2022). This approach draws on minimalist design principles that echo Greene’s (2012) ideas of mastery, emphasizing simplicity and focus to achieve meaningful visual impact.
The Enso’s stroke flows into the stacked Buddha Cat icon, featuring stacked stones in the form of a meditating cat in the lotus position to convey Zen principles. This arrangement embodies balance, impermanence, and mindful presence—core tenets of Zen philosophy. The stacked stones echo the art of rock balancing, symbolizing stability and calmness, reflecting the meditative nature of Zen practice (“The Zen Art of Balancing Rocks,” n.d.). The typography choices, inspired by Zen aesthetics and bamboo motifs, include two fonts “Bamboo Grove” & “Da Bamboo,” both selected after extensive research into styles that align with the brand’s eco-friendly and tranquil identity.
Refinement
Through feedback and iterative evaluation, key design elements were refined to align with the brand’s identity. Peer reviews helped to enhance clarity and simplicity, reducing complexity to emphasize essential elements like the Enso and stacked stones. This integration of Zen symbols with the Buddha Cat icon added a playful yet meaningful touch, aligning with the brand’s audience and reflecting the personality of Zen Puss and his feline companions. Saville (2011) highlights the importance of minimalism and simplicity in design, which guided these refinements to connect more effectively with eco-conscious consumers. The colors chosen reflect natural bamboo hues, with simple line work conveying tranquility. Emerald green and gold gradients evoke bamboo, enhancing the logo’s eco-friendly appearance and aligning with the brand’s values. This refinement phase also involved testing secondary colors and adjusting line weights to ensure visual appeal across digital and physical media (Reynolds, 2014).
Evidence of Success
Research indicates that Zen-inspired, sustainable design elements are effective in attracting eco-conscious consumers, especially those who value minimalism and mindfulness (Cilmi, 2021; Feire & Wiedemann, 2010). The final logo, with its cohesive blend of Zen aesthetics and eco-friendly values, differentiates Puss Zen Bamboots in a saturated market, communicating the brand’s commitment to sustainability (Hadjiosif, 2020).
The brand name “Puss Zen Bamboots” combines the charm of the classic “Puss in Boots” character with Zen-inspired beauty and balance. This unique blend creates a playful, character-driven appeal that resonates with eco-conscious consumers, delivering the brand’s meaning and style in a cohesive package. The cleverness and resourcefulness embodied in the Puss in Boots story align with the brand’s identity, allowing it to stand out in a crowded market by blending humor with mindful style inspired by the tale of the clever Puss in Boots (Perrault, 1697).
The combination of an appealing logo and cohesive brand style, grounded in the brand’s core principles, forms the foundation of its success. Each element supports the others, creating a balanced whole where none can stand alone. The brand goes beyond a logo; it represents the eco-movement and resonates with environmentally conscious pet owners who value sustainability (Reynolds, 2014).
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References
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Bokhua, G. (2022). Principles of Logo Design. Rockport Publishers. https://learning.oreilly.com/library/view/principles-of-logo/9780760376522/xhtml/05_Chapter01.xhtml
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Cilmi, M. (2021). Mindful artist: Birds and botanicals. Walter Foster.
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Department of Asian Art. (2002, October). Zen Buddhism. The Metropolitan Museum of Art, Heilbrunn Timeline of Art History. https://www.metmuseum.org/toah/hd/zen/hd_zen.htm
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Levine, G., & Lippit, Y. (2007). Awakenings: Zen figure painting in medieval Japan. New York: Japan Society.
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Meggs, P. B., & Purvis, A. W. (2016). Meggs’ History of Graphic Design. John Wiley & Sons.
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