Fruit for Fashion The Brief Write a suite of service messages that will stand out in store The Concept To deliver the service messages in a playful way, using the relationship between women’s body shapes, and fruit.
Service Messages The primary method of delivery is through A3 posters, that would be displayed instore. Using a question and answer system to engage the customer. The wording is a playful twist on the fruit theme and aesthetics are used to match.
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Design Decisions
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Typography The fonts choices are friendly and communicate the casual tone of voice.
Keep Calm (Header / Title Font)
Century Gothic Regular (Subtitles / Body Copy) Colour Message colours: Colours were selected from the photography. They are vibrant and girly, they suit the young, female audience.
C 10 M 100 Y 83 K2
R 213 G 30 B56
Colour Additional copy:
C0 M 100 Y0 K0
R 236 G0 B 140
C1 M9 Y 81 K5
R 241 G 211 B 75
C 38 M5 Y 86 K0
R 170 G 199 B 84
C0 M 61 Y 79 K0
R 245 G 129 B 72
C 41 M 100 Y 44 K0
R 163 G 41 B 101
In Store Additionals Concertina Leaflet A fold out leaflet that can be given out instore, that advises customers as to which shape / fruit they are most likely to be. The leaflet folds out so that you can view all the shape types at once to compare.
Hanger Labels Labels that guide the customer towards suitable clothing that corresponds to thier body shape / fruit. They attatch to the clothes hangers in store aswell as this they are reusable as they are not attatched to individual items.
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Online
Website Application The posters / messages can be used in a square or rectangular format on the homepage of the website. The images can be applied in any format, as the message within the circle stays the same. When looking up items a fruit symbol can be seen in the description indicating that the clothing suits that shape. The symbol also appears in a larger form when the item is selected again emphasising this point.
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