EFMM6006 ASHLEIGH CUSACK STUDENT NO.1306330 BRANDING PACK STRATEGIC IMPLEMENTATION & CAREER PLANNING
“You have a more interesting life if you wear impressive clothes.� - Vivienne Westwood
CONTENTS
01 BRAND STORY 02 TIMELINE 04 BRAND VISION & VALUES 07 BRAND DNA PYRAMID 08 LOGO DEVELOPMENT 12 COLOUR VARIATIONS 14 PACKAGING 18 BRANDING GUIDELINES
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BRAND STORY
Vivienne Westwood rose to fame in the late 1970s and has been shocking, impressing and creating waves ever since. Some of her earliest collections feature corsetry and the use of underwear as outerwear pushing boundaries in both fashion and lingerie from the beginning. Her controversial boutique on Kings Road (known under many titles including Let it Rock, SEX and most recently World’s End) opened in 1971 and remains there to this day. The leader of the Punk Rock movement in the seventies, Vivienne continues to be provocative in each new venture. This new line has followed on from this era with a contemporary twist and a primary focus on lingerie whilst looking back to many of Vivienne’s previous concepts and designs.
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1971
1981
1987
McLaren and Westwood's first shop opens at 430 King's Road, London.
McLaren and Westwood's first catwalk show, the Pirate collection.
Westwood designs the Statue of Liberty corset as part of Harris Tweed (A/W 1987-8). It is the first corset to be introduced into outerwear.
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1990 & 1991
1998
2006
Awarded Fashion Designer of the Year by the British Fashion Council.
Debut fragrance, Boudoir, is launched.
Westwood advanced from OBE to Dame by her Majesty Queen Elizabeth II.
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VISION & VALUES
Here at Victorious we believe in using great quality, natural materials without compromising on style and comfort. We believe in lingerie that cares, from the comfort it provides, to its sustainable sourcing and even down to our links with Greenpeace, who will be receiving proceeds from our Venice collection. Quality & Comfort: We use only the best fabrics and detailing and as far as possible only use sustainable and eco-friendly suppliers and ensure each aspect of the production of our lingerie is checked to be up to our specific standards of social and ecological responsibility. Comfort is at the forefront of our designs with opulent leavers lace along with natural cotton and silk to provide both a luxury look and feel. Style: Classic Vivienne Westwood style comes in to play in these three new collections. The new Victorious line looks back to previous catwalk collections from the last 40 years using updated versions of iconic shapes and styles.
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BRAND DNA PYRAMID
“We have the choice to become more cultivated and therefore more human – or by muddling along as usual we shall remain the destructive and self-destroying animal, the victim of our own cleverness.” - Vivienne Westwood
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VALUES
Compassionate Eco-friendly Socially Conscious “Making a difference without compromising on style and substance”
ESSENCE
British Heritage Strong Brand History Experienced
ATTRIBUTES
POSITIONING
Premium/ Luxury Provocative Open-Minded Fun
PERSONALITY
Better Quality Products Fashion Forward
PHYSICAL BENEFITS
Making a Difference Part of Brand Psyche Feel More Luxurious
EMOTIONAL BENEFITS 7
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LOGO INSPIRATION
All of Vivienne Westwood’s current lines (Accessories, Gold Label, Red Label and MAN) follow very similar branding with a slight deviation in each separate logo’s font. The only exception to the rule is the Anglomania range which has its own font. Each individual logo consists of the iconic Vivienne Westwood font with slightly different fonts showing the separate line’s names (all variants on the Acumin Pro font). All of these logos have the same colour scheme (black and white) aside from the MAN line which differentiates itself using blue. Following on from these the Victorious logo fits in seamlessly using a very similar font to all those used and the same composition. Victorious will however have slightly different colouring options in order to set it apart from Vivienne’s other lines and add a touch more luxury and elegance to the lingerie line.
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FONT: Raphael STD This font has been used by Vivienne Westwood consistently for years and is instantly recognisable as the main type used by the brand.
FONT: Acumin Pro This basic sans - serif font is used in all extension lines and compliments the main Raphael STD font without distracting from it.
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COLOURS
The colours to be used are intended to give off an opulent, luxurious feel in fitting with the high quality of the lingerie and the heritage of the brand. These colours can also be seen in past collections and current catwalks and are even carried through to one of the first Victorious collections. Pantone colours BLACK C, 8384 C and 4975 C are to be used when adding any branding to products (excluding if there were to be collaborations or special collections in the future). It is acceptable to use any combination of the colours so long as the text and logos remain legible.
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PACKAGING
All packaging will be branded with the Vivienne Westwood Victorious Logo along with the Orb symbol. Lingerie will be wrapped in a box when taken to the counter and then placed within one of the three sized bags. The size of bag is dependent on the quantity and size of the items purchased. A sticker will then be used to secure the bag closed, making the packaging already perfectly suited to gift purchasing. White will be the main colour used in order to give a clean aesthetic with accents of gold to maintain a luxury look.
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PACKAGING
Hangers, swing tags and labels will all continue with the colour scheme and will strongly feature the logo and branding throughout. The swing tags feature only the logo on the front side and the details label on the back along with the website link in order to prompt repeat purchases for both Victorious and the main Vivienne Westwood brand.
PORTRAIT COLLECTION LACE SCALLOP BRA BLUE
32D (EU 70D) 59650
5 032264 091079
ÂŁ80
â‚Ź99
victoriousbyviviennewestwood.com
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P Keep in correct proportion. P The orb may be used as a detail on products or packaging but may not be used in place of the logo as to ensure the brand remains recognisable. P Logo should always be placed in the centre of an image, document or product to provide a strong continuity. P Only ever use the colours displayed within this pack to brand items unless a collection would specify otherwise. P The logo can be placed in a simple coloured circle if it adds to the aesthetic and does not distract from or distort the branding. Assure in this case that the centre point of the circle falls exactly midway between the “Vivienne Westwood� text. 18
O
Do not skew or squash the text.
O Do not use colours which are not featured within this book unless otherwise specified. O Do not change the size of any aspect of the logo to make it out of proportion with the rest of the logo. O Do not rotate or unnecessarily position. O Do not remove the orb from above the logo. O Be careful not to alter or miss-spell the words in the logo O If placing inside a circle do not place anywhere but the centre. 19
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