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All these collateral resolutions followed the same guidelines such as colour/style/hand rendered type, to show continuity across the whole range. Soft colours such as pastel pink and lilac/blue are used to set a calming and soft tone throughout. The lowercase type further pushes this and creates a friendly and relaxed tone of voice. Colloquial and informal discourse is used throughout the Belooga brand to also create a specific informal tone of voice. Sketches are used throughout, combining realistic elements such as proportion and shading, but incorporating more unrealistic and abstract shapes such as party hats and blusher, using just lines. This communicates the character within the brand and it's unique qualities.
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