Khadi revival : brand development

Retail Space Design & Communication

A Design Guide for a premium & exclusive khadi products retail outlet

OBJECTIVE This document contains the details and process exploration for the design an d communication elements of the Threadsense retail outlet. It includes logo design specifications, fonts, colours an dtheme elements for every aspect of the store’s environment.

The book provides a concise database to outline the store’s design guidelines.

CONTENT

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THE BRAND The Brand : Revitalising Khadi Kapferer’s Brand Prism Brand Identity and Personality

...1 ...2 ...3

THE CUSTOMER Target Market & Customer Brand’s Customer Profile Types of Consumers

...5 ...6 ...7

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BRAND IDENTITY: LOGO Logo Design

Variation in Size and Colour Logotype Specifications Application

...11 ...12 ...16 ...18

COMMUNICATION DESIGN Brand Collaterals Theme Graphics Indoor Signage Design Retail Store Imagery

...20 ...22 ...24 ...26

RETAIL SPACE DESIGN Store Front Signage

Retail Store interiors

Merchandise Departments

...28 ...30 ...32

THE BRAND REVITALISING KHADI : THREADSENSE As Khadi slowly popularises itself into a fabric of freedom, style and income, the youth of India find space for it in their wardrobes, to be a part of the eco-friendly trend of the times.

Focusing more on the environment friendly and ‘go-green’ attitude ,rather than the patriotic significance that comes hand in hand with khadi, the brand THREADSENSE is an innovative step towards revitalising the very meaning and perception the nation has of this fabric.

The retail store, Threadsense aims to weave in this very concept into society, with its unique products that are a fabrication of the ultimate fashion choices in the ultimate fabric of this nation, Khadi.

Threadsense is a premium retail outlet that presents a product range of women’s and men’s clothing, accessories and a unique Khadi Denim selection. The store targets an upper class section of society, those who value individuality and fashion along with an eco-friendly personality. The store would reflect an essence of the humble background ogf Khadi combined with the rustic appeal and a modern touch.

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PERSONALITY IMPERFECTLY PERFECT

KHADI SYMOLIFIES INDIVIDUALITY Society today is far removed from what it once was. Rather than conforming to traditional expectations and assuming cookie cutter versions of an idealized perfection; people want to be fearless in their individuality. No two people are the same, and the modern youth is embracing this reality more than ever. Today’s generation is not only accepting, but proud of what makes them different. They reject any stereotypes and instead proudly wear their differences on their sleeve. People are slowly rebelling against perfection – individual flaws and imperfections are seen as something to be celebrated, rather than hidden away.

Khadi clothing has been a symbol of rebellion since its inception.

Everything from its philosophy to its workmanship embodies a staunch, unwavering confidence. The clothes are hand-woven from indigenous materials, supporting local weavers and perpetuating the spirit of patriotism. As each piece is handmade, no two can be the same. While some may see these differences as undesirable, they are in fact what make the design unique.

This imperfection, this purposeful individuality, is a clothing concept that would appeal to the diversification of today’s youth – individuals who seek fashion that has an identity, as opposed to the typically mass-produced generic creations that are always on offer.

Khadi is perfectly imperfect – as are we.

The retail store, Threadsense aims to weave in this very concept into society, with its unique products that are a fabrication of the ultimate fashion choices in the ultimate fabric of this nation, Khadi.

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THE CUSTOMER WHO WE SERVE?

THE TARGET MARKET AND CONSUMER The brand THREADSENSE targets the young adult population north of 20, having higher levels of disposable income. These are fashion forward consumers who have the liberty to make ecologically conscious purchasing decisions without compromising on their style sensibilities. They want to know where their money goes, and can choose to make informed purchases in environmentally sound organisations that cut off the middlemen.

The consumer is aware of the impact and understand that by supporting khadi products, they have the opportunity to give back without wavering on style and quality.

Every third person in India today, is a youth. In the next seven years, the median age of an average individual will be 29 years, making it the youngest country ever.

KEYWORDS: Upbeat, Stylish, Urban, Eclectic, Social, Active, Value Individuality

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CLIENT PROFILE

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Fashion forward women who like to stay up-to-date with trends in their daily corporate life.

They like to explore a variety of fashion choices , including local handmade finds. They keep their wardrobe stocked with the classic business-formal staples but love to update it with more offbeat, surprising statement pieces from more exclusive brands.

GREEN CORPORATE FASHIONISTA

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Basking in a vibrant, liberal working environment, these people have the freedom to express themselves in work-friendly fashionable attire.

They pride themselves on unique handmade, one-of-a-kind pieces and suppport local sellers.

They admire singular unique clothing that elicits a ‘Where did you get that?’ from peers and co-workers .

THE ECLECTIC PROFESSIONAL

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Economically and ecologically conscious individuals who dress themselves with care but can still identify themselves as free-spirited friends of the enviroment. They are easily identified as sophisticated, eco-friendly, modern day flower children.

They take pride in their style, and particularly love pieces that have a story and are responsibly sourced and made.

STYLISH GRANOLA YOUTH

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BRAND IDENTITY

CONCEPT OF LOGOTYPE In every sense of the term, the brand name exemplifies our philosophy of absolute transparency in the fashion industry.

It is synonymous with the mindset of conscious consumers; People who are progressive and mindful of what they choose to buy without having to compromise on a refined sens eof design aesthetics. The essence of the brand is its sensible yet dynamic fashion, otherwise known as ‘Threadsense’.

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Black on White

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Original

Grayscale

White on Black

Reverse Colour palette -Blue

Reverse Colour palette - Orange

VARIATIONS

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REVERSE COLOUR SCHEME

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VARIATIONS x

9x = height of logo

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COLOUR PALETTE 100 %

90 %

27 %

18 %

1%

91 %

100 %

0%

5%

49 %

71 %

35 %

19 %

18 %

56 %

0%

0%

53 %

100 %

0%

0%

0%

0%

100 %

42 %

9%

8%

0%

0%

0%

0%

0%

0%

0%

59 %

0%

The colour palette that has been developed for the visual identity of the brand comprises of 3 main hues. A rich dark indigo shade with vermillion/orange colour for the main logotype, backed with a neutral beige/light tan.

The colours exist in harmony with one another and are pleasing to the eye.

They are also in accordance with the overall mood/colour of the brand’s personality.

An alternative logotype of a black and white colour palette has also been developed.

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SPECIFICATIONS

QASKIN WHITE Qaskin is a new-age stylised and decorative typeface created for specific key needs of a user. It has two versions: White and Black.

The thread like cursive characteristic of the typeface, make it a justified choice for the logotype.

ABCDEFGH I KL M NOPQRS TUWXYZ

a b c d e f g ih i j k l m n o pqrstuvwxyz

TRENCH FONT Trench is a glyphic sans-serif type face, that is trending in the current times. It has a techno-humanistic touch to it, that makes it an approriate choice for the logotype.

ABCDEFGHIJKLM N O P Q R ST U W X Y Z abcdefgh i j k l m nopqrstuvwxyz

0123456789

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APPLICATIONS

The brand stationery/collaterals are an integral part of the communication and branding process. The following is a template that represents the brand’s visual identity.

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BRAND COMMUNICATION

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THEME GRAPHICS

ELEMENTS OF DESIGN AND COLOUR PALETTE Borrowing from the colour palette of vibrant blues, yellows and oranges, the theme graphics are featured in three main colours: Prussian Blue, Goldenrod and Carbon. The carbon conveys classic sophistication while offseting the vivid yellow and blue. The leaf motif is subtle, but provides an interesting nature - themed element that remains in keeping with the retail store’s aesthetic.

CMYK 100 / 90 / 27 / 18

CMYK 19 / 18 / 56 / 0

CMYK 0 / 0 / 0 / 30

CMYK 0 / 0 / 0 / 100

CMYK 0 / 35 / 100 / 0

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12’’

5’’

15’’

5’’

15’’

5’’

20’’

5’’

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INDOOR SIGNAGE 12’’

5’’

12’’

5’’

The graphics represented on this page depict the indoor signage within the retail outlet for specific departments and hotspots in the store.

Using complementary colours and a fine printed leaf motif, the indoor signages reflect the artistic vibrance of the brand. The colours in the back ground colours are chosen to attract attention and demarcate separate departments.

MATERIAL SPECIFICATION: Digital Print on Polysterene

12’’

5’’

15’’

5’’

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SECTIONS FOR IMAGERY THE WOMAN THE MAN ACCESSORIES THE DENIM COLLECTION TRIAL ROOM BILL DESK CUSTOMER SERVICE

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STORE IMAGERY These indoor theme images effectively communicate the essence of the store atmosphere; which is one of attainable sophistication. The new-age contemporary designs depicted serve as an indicator to the store’s offerrings. The images can be changed on rotation so as to be thematically appropriate for different periods of time.

MATERIAL SPECIFICATION: Vinyl Wall Wraps

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STORE FRONT SIGNAGE

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MATERIAL SPECIFICATION: 1.Metallic Plastic Font filled with aluminium dust, polished and smoothened.

(Backlit) 2. Vinyl Printing on Glass 3. Screen printing on Opaque acrylic board

The store front signage above the marquee is back lit with a warm white light. The above is a reference as to how it would be implemented.

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STORE INTERIORS THE VARIOUS SECTIONS IN THE STORE INCLUDE: THE WOMAN (Women’s Wear) THE MAN (Men’s Wear) ACCESSORIES THE DENIM COLLECTION ( Exclusive Denim products) TRIAL ROOM BILL DESK CUSTOMER SERVICE

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MENS & WOMENS DEPARTMENT The mens and womens fashion clothing departments will appear inviting and very enigmatic at the same time, with an element of ambient warmth, yet a kind of sophistication in display. Accent colors from the products and certain fixtures will add vibrancy to the environment.

Features borrowed: -display tables -wall frame units -unique carpets -exposed wooden beams and pipes -upholstered setee

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MERCHANDISE DEPARTMENTS

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DENIM DEPARTMENT Along with the same warm industrial aesthetic as the rest of the store, the denim department will feature a more edgy androgynous look that will appeal to both men and women. the exposed fixtures and lighting will reflect the simplistic and honest craftsmanship of the khadi denim line. Features borrowed: unpolished wood floor planks, wall shelving units, hanging/suspended racks.

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MERCHANDISE DEPARTMENTS

ACCESSORIES DEPARTMENT The accessories department is an engaging, aesthetically dynamic atmosphere that draws attention to the many different products on display. unique fixtures and focused lighting will be used to heighten the appearance and visibility of the accessories.

Features borrowed: exposed brick walls, miniature wooden crates, wall frame displays, spot lights.

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Aarushi Saxena | Fashion Communication | NIFT Bangalore