INNOVATION PORTFOLIO
contents
image: Universal Standard
branding inspiration
1
project overview
9
brand name
11
colour scheme
15
typography
17
logo
19
strapline
23
product range
27
fabric samples
35
website
37
app
43
imagery moodboard
45
test shots
47
57
swing tags
59
packaging
61
Logo: I like the use of bold and regular text, minimal and suitable for the brand. Instagram: Follow a clear neutral and minimal theme which works with the products they sell. Website: Minimal, informative links, homepage is more about sustainability rather than the products which is interesting. Organic Basics are a clothing brand focussing on underwear, activewear and essentials. Their sole focus is to be sustainable. They’re totally transparent with their consumers about working conditions, the production of their garments and inform the consumer on sustainable practices that can be done. Their Instagram follows a minimal and neutral theme focussing on their products and information relating to sustainability.
1
2
Logo: Clear, bold, simple. Instagram: Mismatch imagery, caption not very informative or capturing. Website: Basic layout, neat and uniformed editorial style features and easy to navigate.
Ninety Percent are a sustainable womenswear brand, who donate who share 90% of profits with charities and garment creators. Their website is very neat with simple imagery for the consumer to navigate relevant products for them. Their Instagram doesn’t quite follow the same concept, the imagery is quite mismatched and doesn’t really follow a consistent theme.
3
4
Logo: informal, sustainability related colour. Instagram: Follows the same theme of imagery, repetitive, however the imagery is of great quality and highlights products well. Website: Visual, easy to navigate, current trends are prominent. Pact are a Fairtrade certified clothing brand aimed at all genders and ages, who’s main drive is to bring style and sustainability together. Their website and Instagram follow the same aesthetic and theme with the same imagery used on both. The imagery is all product focussed and the imagery theme is relatable to the brand’s target audience.
5
6
Logo: Bold and simple Instagram: Lots of different types of imagery used but all seem to flow together and look neat on the Instagram page. Useful ‘highlights’ for the consumer. Website: Homepage is very visually driven but all the images work together creating an interesting aesthetic whilst showing the style of the brand. Reformation are a sustainable womenswear brand. Their website has strong visuals which navigate the consumer to relevant trends or styles the brand have put together. All visuals are very feminine and compliment each other on the brand’s Instagram. The website goes in-depth on the sustainable practices that the brand does but it’s not as prominent on their Instagram. 7
8
image: Organic Basics
9
For my FMP, I plan to build a sustainable and ethical basics clothing brand. This portfolio will show all my experimentations for the brand before creating the real thing. I will experiment with the brands aesthetics, website, social media, personality, branding and main concept behind the brand. I will be approaching my target demographic directly for certain aspects to get a reliable and informative insight into the likes and dislikes of the future consumer. In my FMP I will solely focus on the marketing and branding of the brand rather than the actual creating of the garments, nonetheless sustainability is the main focus of the brand so I will be researching into sustainable materials and garments that could potentially be used for the brand. This portfolio will give me a starting point for when it comes to starting my FMP and will make me feel more comfortable when it comes to creating the final thing.
10
BRAND NAMES KISO Japanese for basics. Japanese style and culture could be considered fairly basic, from the way they dress to how they live. This is why I chose to translate basics to Japanese. The name is short and simple which is the vision for the brand.
SUNDAY. A day often referred to as a lazy day or chilled day, made for comfy clothes and relaxing. This name relates to the brand stock will be comfy and easy to chill in.
11
core. Defined as the basic, most important part of something. Basic clothing items are a an important of any outfit, no matter how simple or flamboyant. A basic t-shirt or sweater would be a core part of an outfit.
circle. Referring to circular fashion. The main vision for this brand is to be sustainable and circular. A simple name, like the brand.
staple Often referred to as a main or essential part of something. The brand’s clothing items will be a wardrobe staple and a main part of an outfit.
12
final brand name
SUNDAY.
30% 46%
KISO core. 24%
SUNDAY.
KISO
core.
After narrowing down five names to three, I conducted an Instagram survey targeting the brands main demographic; Gen Z and Millennials to help me decide on a final name. I specified the meaning behind the names for the target audience to get some insight. The chart above shows the results of this survey, revealing ‘SUNDAY.’ to be most popular. With this in mind and my own personal preferences, SUNDAY. will be the name of the brand.
13
SUNDAY.
14
COLOUR SCHEME
15
16
TYPOGRAPHY
HWT Unit Gothic Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
This font will primarily be used for the brand logo because it’s bold and prominent which contrasts and compliments the minimal colour tone of the logo.
17
Futura Medium Aa Bb Cc Dd Ee Ff Gg Hh Ii Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Futura PT Light Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
I have chosen this secondary font because it’s neat and easy to read. It’s a basic and minimal font that isn’t common or frequently used by other brands within the market.
18
LOGO experimentation
19
20
final logo Following the useful feedback received from the Instagram survey I conducted for the brand name, I decided to do the same again to help me decide on the logo for the brand. The chart below, shows the results of the survey, showing logo 3 to be most popular with the brands target audience. With this feedback in mind, the final brand logo will be logo 3.
Chart Title
25%
Logo 1 Logo 2
48%
Logo 3
27%
Logo 1
Logo 2
21
Logo 3
Above are final logos for Sunday. The first logo will be used for smaller spaces, such as social media icons and the app icon as it will be clearer and more prominent than the whole logo. I decided on the ‘S’ because I didn’t want the logos to differ, so by taking the ‘S’ from the main logo allows the two to link and make the small logo link to the main logo. The circle in the small logo symbolises circular fashion. The main logo will be used on the rest of the branding such as on the website, on the app and on swing tags and packaging. I opted for the beige tone because it’s more of a neutral and minimal colour compared to the green which is the main aesthetic for Sunday.
22
STRAPLINES
“Wear Your Sunday”
23
“Make Everyday a Sunday”
24
“Not Just For Sundays”
25
“Get Your Sunday On”
26
PRODUCT RANGE
Pullover hoodie
Zip up hoodie
Pullover sweater 27
Cropped sweater
Plain long sleeved t-shirt
Plain short sleeved t-shirt 28
PRODUCT RANGE
Joggers
Leggings
29
Cycling Short
Sport short
Racer back bra
Plain briefs
30
colour options
31
32
33
34
FABRIC SAMPLES
100% Organic Cotton
95% Organic Cotton, 5% Elastane
35
95% Bamboo Viscose, 5% Elastane
100% Organic Cotton
36 100% Organic Cotton
WEBSITE MOCK-UP
37
38
WEBSITE MOCK-UP
39
40
WEBSITE MOCK-UP
41
42
app mock-up
43
44
images from: Organic Basics, Universal Standard, HLZBLZ for Locals Only and Vogue Russia
imagery moodboard
45
46
test shots
47
48
50
51
52
I wanted to go for a minimal shoot for the campaign imagery and focus mainly on the clothing. Although these images do so, I think the white background is too plain and make the image the images look more like product shots for the website. Taking this into account, when I shoot for the final campaign I will play around with different neutral coloured backdrops and lighting which I think will make the images look more like a campaign and make them more exciting. In the final campaign I also want to use more models to give more diversity and show a wider range of the products.
54
TEST SHOT EDITS
55
56
Following the basic and minimal aesthetic of Sunday, I intend to keep this aesthetic on the brand’s Instagram. I plan to follow a theme of uploading in three’s and each column on the main Instagram page will relate to the same type of image or topic. For example, one column could contain sustainable facts that relate to the brand, the next column could focus on the brands campaign imagery and the next column could feature influencer / endorsement images. I will take advantage of Instagram’s shopping features, including swipe up links on stories and shopping tags on images.
57
LABELS / SWING TAGS
IN S P O
59
As SUNDAY. is a sustainable brand, clothing and care wash labels will be embroidered onto the inside of the garment to reduce excess fabric usage. As for the swing tags, they will be made from 100% recyclable paper. The logo will be letter pressed on the swing tag which suits the aesthetic of SUNDAY. All swing tags will have a QR code on them, which will give the consumer an exclusive discount for their next purchase.
60
PACKAGING
The Sunday packaging will be made from either biodegradable or recyclable material and will be available in either a brown cardboard style package or box or a white package bag.
61
100% recyclable
100% recyclable
62
Chloe Palmer BAFM301
Research, Experimentation & Development
