LOUIS POUSLEN BRAND EXPANSION - LADY POULSEN SUB-BRAND
Target group Women, in the age of 30-40, economically stable, rising in carrier, outstanding, cosmopolitan, traveling a lot for work and personal matters, living in a big city, married. Mission Lady Poulsen provides their customers with exclusive look and high quality products. Women wearing Lady Poulsen’s unique dresses are shining like lighthouses in modern cities. Vision Lady Poulsen sub-brand is strictly following Louis Poulsen brand’s core values – synergical cooperation between their important 4 P’s: Partner, Passion, Performance and Pulse.
Brand Identity project for TEKO College by VIA University task find an existing Danish brand that is not selling apparel, create an expansion strategy, apparel collection sketches and one prototype. Denmark is famous for its light design. Clear forms and shining layers of Louis Poulsen lamps were an inspiration to create a sub-brand Lady Poulsen for a new Louis Poulsen product group.
LOUIS POUSLEN BRAND EXPANSION - LADY POULSEN SUB-BRAND
Name Lady Poulsen To indicate the product and target group instead of ‘Louis’ was used ‘Lady’. The name makes customers curries: who is this lady? It gives an idea that the product is elegant and feminine. Logo the simple logo of Louis Poulsen was the mock-up for Lady Poulsen’s logo. Slogan FOR THE WOMEN TO SHINE The idea behind was to show to costumers of Louis Poulsen the connection between them and the new sub-brand. The lamps shine and the women wearing the dresses from Lady Poulsen are illuminated too. Character The woman representing the target group. It could be used a celebrity or well-known political character fitting into the target groups requirements. Design Design is expressed through strong contasting colours, almost untill black-white with cyan and blue hues. Design is minimal and cold. It is used a play between majuscule and minuscule letters of AvantGarde Md BT font.
LOUIS POUSLEN BRAND EXPANSION - LADY POULSEN SUB-BRAND
Advertisement campaign is build on the inspirational images and story. Visibility activated through link on the Louis Poulsen internet site and advertisements in serious fashion and lifestyle magazines. Lady Poulsen introduced to Louis Poulsen customers and other guests through an event of the first Lady Poulsen’s Showroom opening in Copenhagen in the end of highend fashion street Ostergade at Stroget.
Inspiration story Lady Poulsen is a mysterious heroine who comes out of the shadows of grey sea. Standing solidly on a rock she represents a tradition for accepting challenges. Like a lighthouse she illuminates the world with her allure. The feminine creature sings lullabies to stormy waves and finds the balance between her inner self and the universe. The story is expressing the idea that the famous Little Marmaid of Andersen could grow up to a Lady Poulsen. The modern Mermaid is not vulnerable anymore, she is persistent, confident and knowing her value.
LOUIS POUSLEN BRAND EXPANSION - LADY POULSEN SUB-BRAND
Inspiration for apparel The dresses are created with a focus on Lous Poulsen lamps and their inspiration from Nordic nature and culture.