BRANDING BOOK CHRISTOPHER GRAY
TABLE OF CONTENTS
CLIENT PROFILE .............................................. 1
CREATIVE BRIEF...............................................3
SWOT ANALYSIS...............................................4
EXPANDED TARGET MARKET...........................5
COMPETITOR ANALYSIS .................................. 6
MOOD BOARD ....................................................7
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STYLE GUIDE ................................................... 8
LOGO DESIGN ....................................................9
PRINT AD .........................................................10
MERCHANDISE ..................................................11
CLIENT PROFILE
ABOUT PATAGONIA: Patagonia grew out of a small company that made tools for climbers. Alpinism remains at the heart of a worldwide business that still makes clothing for climbing – as well as for skiing, snowboarding, surfing, fly fishing, paddling and trail running. These are all silent sports. None requires a motor; none delivers the cheers of a crowd. In each sport, reward comes in the form of hard-won grace and moments of connection between us and nature. Staying true to our core values during thirty-plus years in business has helped us create a company we're proud to run and work for. Our focus on making the best products possible has brought us success in the marketplace.
MISSION, VISION, GOALS Patagonia strives to build the best products, cause no unnecessary harm, and use business to inspire and implement solutions to the environmental crisis.
INDUSTRY Patagonia is one of the top brands in the outdoor clothing retail industry. They focus on climbing, skiing, snowboarding, surfing, fly fishing, paddling and trail running. Their products are sold in 72 countries worldwide and they are very competitive in their industry.
1
TARGET AUDIENCE Patagonia’s target market consists of a wide variety of people: males, females, and children, at any age. The company reaches a wide range of markets- specifically to outdoor lovers. This may sound broad, however, the company meets the needs of its vast majority of consumers. This is one of the reasons why its market presence is so large; the brand is well-known enough to appeal to any consumers seeking products that will last them a while, and consumers will also shop to say they are being environmentally friendly.
STRENGTHS AND CORE COMPETENCIES - Mission, Values and Operation Activities all work together - Strong Values - High Quality products - Environmentally Friendly
PRODUCTS Patagonia currently sells apparel ranging from jackets, pants, shoes, shirts and accessories, as well as equipment including backpacks and duffel bags.
NICHE Quality, Durability, High Performance, Eco Friendly
2
CREATIVE BRIEF
UNIQUE SELLING POINT
Offer the best quality product while also trying to reverse the steep decline of the overall environmental heath of our planet.
WORD DESCRIPTION Natural Outdoors Rough Rugged Enviornmental Reliable
TAGLINE What is your Patagonia
CALL TO ACTION http://www.patagonia.com/us/home http://www.mypatagonia.com
3
SWOT ANALYSIS
STRENGTHS High-quality products
Environmentally friendly business
Manufacturing process
Low employee turnover
WEAKNESSES Price Few store location Few customer loyalty incentives
Few high-performance finishes
OPPORTUNITIES Increase of online spending
Increase of environmental activism
Expand target market
Expand to new countries
THREATS Competition (Columbia, North Face, REI, etc) Ageing target market Changing activities, bodies
4
EXPANDED TARGET AUDIENCE Name:
Brian Arce
Age:
30
Gender: Location:
Santa Cruz, CA
Income Level: Social Class: Occupation:
M
$60,000
Upper-Middle
Educational Services
Education: Marital Status:
College Degree BA
Hobbies:
Married Surfing, Fishing, Paddling
MINI BIO For some people, the ocean just makes sense. Brian Arce is one of those people. Born to a fisherman father in Chile, he was one with the sea at a very young age and continues to stay connect with his first love. He is now works in educational services but on his days and summers off, he travels the world surfing the biggest waves you’ll ever see. And, even though Brian rides waves that should leave any normal person gleaming with confidence, Brian stays humble — just like the sea.
5
COMPETITOR ANALYSIS
CURRENT TRENDS Growth of Technology Targeting the older generations Emphasis on a new style, colors and designs Increased marketing towards outdoor active consumers
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MOOD BOARD
7
STYLE GUIDE CMYK: 76, 26, 0, 0
CMYK: 33, 0, 6, 0
RGB: 25, 151, 212
RGB: 165, 221, 235
HEX: 1997D4
HEX: A5DDEB
CMYK: 5, 17, 66, 0
CMYK: 0, 0, 0, 100
RGB: 241, 206, 112
RGB: 35, 31, 32
HEX: F1CE70
000000
HEX:
TYPE FACE Destroy ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Helvetica Neue ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
8
LOGO DESIGN
FULL LOGO
ABBREVIATED LOGO
9
PRINT AD
10
MERCHANDISE
11
PATAGONIA INC.