I wanted the branding to be very simple, not decorative in the slightest. I thought a sans serif typeface expressed this simplicity more as not only the actual form of the letter was more simple but it's a more modern design atheistic. The concentration should be more on the word 'gift' then the way it looked. The asterisk I thought about adding because not only would it look more of an actual logo name 'gift' visually with this symbol but also would work as a concept. The symbol looks like a star and if drawn a certain way, a person. This is ideal as 'Gift' is all about giving to people and I wanted the brand to have a very personal human approach rather than so plain it had nothing to it. Also the star gives the word 'Gift' a more significant, special and precious idea of gifting. It is also adaptable as a concept as you do with asterisks in texts, referencing something. So the products can be named individually and asterisked from the logo so there under the same brand and an extension of gifting. The products are the addition to the present.
I looked at what products fall under gifting and thinking about the qualities of the brand being applied through the materials, way of packaging and functionality.
I tried a variety of sans serif typefaces to see which ones stand out.
I took myriad pro and nexa out and tried different weights. Nexa stood out more to me due to its space, curve and asterisk was already right. I love how it looks like a rejoicing person.
From my sketches I tried variates of my ideas but I think it still needs working on in scaling to look right.
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