Overview

This project showcases the journey from research to creative exploration and eventually to graphic simplification in developing a vibrant set of wayfinding signs for a kitchenware store.

Everyday kitchen items such as an olive oil bottle, a pizza cutter, and a cheese grater were photographed, sketched, and transformed into clean digital icons. These icons were created using simple geometric forms and the pen tool on Illustrator, making them instantly recognizable and visually appealing. Each design decision, regarding which lines to retain, which to simplify, and the choice of stroke thickness, was guided by two key questions: Will this be clear from a distance? And do the icons clearly show what it is and how it’s used? After several rounds of refinement, the icons became a collection that feels simple, consistent, and instantly identifiable.

Through initial design research, it was determined that Gen X and Millennials are the primary audience recognised for a kitchen store. Both groups value clarity and ease but respond to modern, trustworthy, and playful designs. The icons and typeface reflect this balance: straightforward enough for quick wayfinding, yet designed with enough character to feel warm and inviting.

Typography plays an important role in making a design effective. Hence, Trade Gothic Heavy, a sans-serif typeface first designed in 1948 by Jackson Burke for Linotype, has been chosen. It grabs attention but remains easy to read. Its bold and condensed style communicates strength and confidence, while its modernist roots and approachable form make it relatable across generations. When paired with the icons, the type creates a strong visual rhythm that is practical and engaging.

The colour was carefully curated, keeping colour psychology in mind, as it influences how customers perceive the signage. Each hue was picked for its visibility and the emotional response it evokes. Tomato Red evokes appetite and warmth. Golden Yellow symbolizes optimism and the richness of cheese and bread. Cobalt Blue represents reliability and cleanliness. Rose Pink softens the stronger tones, adding a sense of friendliness and approachability. These colors create strong contrasts that make the signs easy to read while reinforcing everyday culinary connections.

The outcome is a system that combines consistent icons, bold typography, and a purposeful color palette. It works across large posters, for in-store navigation, and social media. The signs do more than point customers in the right direction. They create an experience that feels lively, trustworthy, and connected to the comfort of the kitchen, making the shopping journey not only easier but also more memorable.

Photography

Kitchen items, such as an olive oil bottle, a pizza cutter, and a cheese grater, were first selected and then photographed at various angles to study form and lighting. An angle was then chosen to show the object's form while still being easily recognizable.

A grayscale filter was then applied to the images to enhance the legibility of the item, which also helped to determine the details for the sketching.

The final photographs were chosen based on one key aspect: "Are the objects recognizable?"

Pencil Sketching and Tracing

Using the best pictures of the items, sketches were created on paper as the medium. After numerous iterations for each object, these pencil sketches were refined through tracing and making copies. This step further simplified the sketches.

The final pencil reductions and tracings serve as the primary references for the next stage: Digitization.

Digitization

In this step of the process, the reduced versions of the tracings are taken into Adobe Illustrator, and using the pen tool and pathfinder,digital reductions of the objects are constructed.

This is in black and white for the best contrast between the background and the icons. A geometric shape version of the icons is also created.

After multiple rounds of iterations, the finest version of the icon for each item is selected and taken to the next phase of the process.

Design Research

Visits were made to Home Depot and Target to study how wayfinding signs work in real retail environments.

The signage was photographed and analyzed to understand how icons, layout, color, and typography influence navigation, guide shoppers,

and shape their experience. It was also noted that bold, san serif fonts were used.

Research on color psychology was also reviewed to understand how certain hues evoke feelings of warmth, reliability, or energy.

Alongside these observations, insights into the shopping preferences of Gen X and Millennial shoppers who value clarity, approachability,

and modern design helped define the visual direction of the project.

Text, Typography and Lock-Ups

After a thorough exploration of words, the top three words for each item were selected, from which the best word for each item was picked: 'Drizzle', 'Slice', and 'Grate'.

These words were chosen because they are action-oriented, simple, and relatable. This helps the users connect the item to its purpose. Dynamic words are selected to help users visualize the item's use. The words demonstrate what the tool does without explanation. Words like "drizzling" and "sprinkling" evoke images of taste and cooking.

Different typefaces were tested through quick mock-ups using the simplified icons from the earlier stage. Each option was tried in uppercase, lowercase, and title case to see how the letterforms balanced with the icons, this resulted in 57 iterations. In the end, Trade Gothic Heavy was chosen because its bold, condensed shape paired well with the curves of the icons and stayed readable even from a distance. Also, the research supports the choice of a bold, sans-serif font.

During this phase, several compositions were created and compared to identify those that felt clear, balanced, and consistent throughout the set. The designs were kept in black and white to focus on form and contrast rather than color. This stage naturally led into the next step of the process, defining the colour palette, which was guided by visual testing and insights from color psychology.

Colour Palette

The colour was carefully curated, keeping colour psychology in mind, as it influences how customers perceive the signage. Each hue was picked for its visibility and the emotional response it evokes.

Tomato Red evokes appetite and warmth. Golden Yellow symbolizes optimism and the richness of cheese and bread. Cobalt Blue represents reliability and cleanliness. Rose Pink softens the stronger tones, adding a sense of friendliness and approachability.

These colours create strong contrasts that make the signs easy to read while reinforcing everyday culinary connections.

Colour Lock-Ups

In this stage, colour was introduced to bring together the refined icons and type compositions from the earlier steps.

Multiple versions were developed, experimenting with different hues and how they interacted across the icons, typography, and background. Each variation was tested for clarity, contrast, and visual balance.

Once the most engaging and readable options were identified, they were printed in full color on letter-sized sheets for the semi-final design review and critique.

Semi-Final Presentation and Critiques

After observing the signage from up close and from a distance, the class presentation began, the statement of Intent was read, and colour lock-ups were displayed on the board. Fellow designers were asked to give their valuable feedback.

They provided their critiques on a sticky note, which they pasted around the lock-ups.

This feedback was used to improve the designs further and refine the signage.

Fellow Designers’ Feedback:

The red and yellow combination works better than the green and yellow combination.
Increase the stroke weight for the bottle
Increase contrast for the slice (red + yellow)
Remove small details on the grater.
Add pink to the slice.