Branding Book Chelsea Cutlip Lizzy Orne
Table of Contents Client Prof ile
1
Creative Brief
2
SWOT Analysis
3
Expanded Target Market
4
Competitor Analysis
5
Mood Board
6-7
Style Guide
8
Logo Design
9
Print Ad
10
Merchandise
11
Client Prof ile About
Vineyard Vines
Vineyard Vines was established in 1998 by two brothers who had a passion for water, fishing, and having fun. Both decided that corporate America was not for them, and decided to start their own company selling ties. The brand soon grew and now sells items from women’s and men’s apparel to accessories and golf wear.
Mission. Vision. Goals.
The goals of Vineyard Vines are very simplethey want to sell an experience, not just a product. They pride themselves as a company that sells a lifestyle and in some cases the “American Dream” clothing brand. The idea of “the good life” is used as a mantra throughout the company. They want their customers to look good and feel good while wearing Vineyard Vines.
Products. Services.
Women and men’s apparel, ties, accessories, golf attire and children’s clothing
Tone. Current Design Style Used
Preppy, coastal, high-end, reliable, energetic, fun
Niche
“Our products are versatile; they can take you from the pool to the boardroom, from white sand to white snow.” For our particular line Dive In, our products will represent the high-end, preppy style while being specifically targeted towards beachwear.
Target Audience
Men and women ages 20-50 living on the east coast of the United States Middle – upper class Live a Coastal/ Preppy lifestyle
Industry Retail
Strengths and Core Competencies
High quality products, Customer Service, Customer loyalty
1
Creative Brief Goal
Creating a more-focused beach and swimwear line for Vineyard Vines
Project
Vineyard Vines: Beachwear
Prepared By
Chelsea Cutlip and Lizzy Orne
Background. Overview.
Two brothers starting over. With ties. Vineyard Vines began with Shep and Ian Murray realizing working behind desks in Manhattan was not for them. They both had a love for water, fishing, and having fun. The two brothers delivered their first 800 ties July 3rd, 1998, and sold out in the first week. They moved to a bigger office and hired a few friends to help them out in the start of their new adventure. They, then, moved into a bigger office, hired more friends, and opened a few retail stores. Currently, they have opened stores across the country and continue to grow.
Unique Selling Proposition
Vineyard Vines sells an experience, according to Shep Murray. What sets the brand apart is their willingness to sell a lifestyle, not just clothing.
Call To Action
For Vineyard Vines’ target audience to buy beachwear from the new line.
2
Objective. Purpose. Goals.
Their goal is to generate repeat customers by selling an experience in order to drive their business to the height of success. “The key to our success, we think, is the amazing team we’ve assembled, and our stores – we work really hard to provide a warm, gracious, helpful and inviting experience. We do whatever it takes to make the customer happy. Someone wrote about us recently that Vineyard Vines is ‘The American Dream Dreamt.’ I’d say we are living out our version of the American dream.”
Target Audience
Men, women, and children ranging in ages eight to 80, who love life and love the brand. They’re probably coastal. Probably, live somewhere along the East coast.
Words That Describe The Visual Appearance We Want To Achieve Vibrant, coastal, preppy, happy
Taglines
“Dive in with Vineyard Vines” “Make Waves with Vineyard Vines”
SWOT Analysis Strengths Known as a high quality brand amongst its competitors Diverse - unique from other brands Great customer service - even though Vineyard Vines is a large brand, they have stayed personal with their customers creating high brand loyalty
Opportunities
Weaknesses Limited target market Store locations - lacking in the amount of locations in their target areas, including the New England area and Southern, coastal cities Pricing could deter some from buying from Vineyard Vines
Threats
Expand store locations to more southern, coastal areas in order to increase beachwear sales.
By adding the Dive In line, Vineyard Vines could lose its uniqueness in their market.
Offer limited-edition fishing gear or surf gear.
Dive In adds more competitors in the high-end, beachwear industry.
The Dive In beachwear line allows for the addition of more products.
3
Expanded Target Market Age 30
Gender Male
Location
East Coast, New England
Income Level $70,000
Social Class
Middle to Upper
Chett. A boy who grew up living the good life, as Kanye would say. He was the only boy in his preschool class to wear bow-ties every day. But, he got the ladies. As he got older, he went to University of Connecticut and majored in Business Administration. After moving to the city, he realized a desk job was not for him. So, he opened up his own sailing business on Martha’s Vineyard. He likes to live a responsible yet stress-free life on the coast in New England. And, isn’t afraid to wear pink.
Occupation
Business Man
Education
College graduate
Marital Status Engaged
Hobbies
Enjoying life, being outside, sailing, beaching, brunching at the country club, golfing, fishing, surfing, and the occasional horse race.
4
Competitor Analysis J. Crew
Ralph Lauren
One-piece bathing suits
Men’s suits - short, patterned
Rashguards
Women - one-pieces, high-rise bikini tops and bottoms
Pin-up bikinis
Lilly Pullitzer
J. Press
Beach pants - linen, thin cotton
Men’s suits - solid colors, short like Chubby’s
Smock dress cover ups Bikinis
5
MOOD
6
BOARD
7
Style Guide Sandy Bay
Happy Times
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ABCDEFG HIJKLMNOP QRSTUVWXYZ
0123456789
0123456789
RGB
8
RGB
RGB
29, 81, 123
243, 146, 145
197, 232, 238
CMYK
CMYK
CMYK
94, 70, 29, 12
0, 53, 32, 0
21, 0, 5, 0
HEX
HEX
HEX
1D517B
F39291
C5E8EE
Logo Design
9
Print Ad
Dive In With Vineyard Vines
10
Merchandise
11
Dive In With Vineyard Vines