Illustration

In the field of fine art, illustration translates the author's thoughts and performs an aesthetic function. In branding, it helps to achieve specific business goals: product promotion, communication messages, and audience engagement.

When working on such a task, designers and illustrators have no limitations in styles, techniques, or tools. From traditional hand—drawn illustrations to digital ones, from fantasy plasticine still lifes to classical paintings, you can choose anything if it helps the brand's success. One of the main criteria of such work is the ability to harmoniously complement the corporate identity and convincingly convey values. The illustrations embody the brand's personality, culture, ethics, and unique trading characteristics, helping to set it apart from competitors and establish an emotional connection with the target audience.

Areas of application

A commercial illustration can form the basis of a corporate identity or be implemented at local points of contact to enhance communication. Here are the main areas of use.

Corporate branding. Is being implemented to enhance identity. It can be used to create brand names, brand mascots and corporate identity elements, embodying meanings, mission, values and creating resonance with the target audience. As well as for external and internal branding of offices, schools, shopping malls and other premises.
Advertising and marketing. It becomes a powerful tool for attracting attention, communicating information, and engaging the audience. It can be used on printed media, digital banners, billboards, and for making posts on social networks.
Packaging design. It is most often created for the design of a food zone or a logo. But it also makes almost any element of packaging more interesting: from the USP to the barcode. With the help of an illustration, you can depict the product, demonstrate the ingredients, and tell about the brand's mission and values.
UI design. It is used in the design of websites and mobile applications to create an exciting and unique user experience. Guides users by conveying information and enhancing visual appeal.

Stages of work

Creating a commercial illustration is an art within the framework of a given brief. The creation process consists of many stages to ensure that the final product meets the customer's requirements.

Brief. A conversation with a client that is conducted to understand his needs, goals, and expectations. Definition of the meanings that the illustration should convey.
Research and inspiration. Analysis of the brand, competitors, trends and market trends in the search for a visual solution. The selection of references in relevant sources, the formation of Mind Maps, conducting brainstorms and the use of other tools to unlock creative potential.
Concept development. Creating sketches based on ready-made ideas, working out different angles, palette options, poses and facial expressions of the brand's advertising characters. The harmonization of illustration with other elements of identity. Receiving feedback from the team and the client, choosing the final solution.
Details. Bringing the sketch to perfection: working out small details, correcting colors and lines, retouching. Final approval of the result.
File preparation. Create and transfer files of specified sizes and formats to the brand team.
Integration. Providing support to the client in the implementation, providing guidance on the use of the illustration.

By clearly building communication and following the development stages, there is no doubt that the result will pay off.

Illustrations for commercial use from Fabula Branding

To save time and money for our clients, we offer a range of services:

the analytical stage of the work, which determines whether the project needs an illustration.;
several concepts in different styles, ideally combined with the identity, to choose from;
the details of the chosen concept;
implementation on packaging, printed and digital media.

For almost 20 years of work, Fabula Branding has developed 1,900+ design projects, creating illustrations for brands that needed such a solution. In our portfolio you will find different styles and techniques that we have chosen depending on the nature and objectives of the brand. As well as various use cases — from food zones to company mascots.