Table of Contents
About the Company................................................1 Mission Vision Goals...............................................2 Client Profile............................................................3 Creative Brief..........................................................4 Swot Analysis..........................................................5 Expanded Audience...............................................6 Mood Board Images...............................................7 Mood Board Textures.............................................8 Competitor Analysis................................................9 Style Guide............................................................10 Logo Design..........................................................11 Sample Print Ad.....................................................12 Media, Merchandise...........................................13-14
About the Company
The founder, Chip Wilson, took a yoga class offered in Vancouver and found the experience exhilarating. He was involved in the surf, skate and snowboard business, so he related to the athletics of it. He found that the clothing then offered for people who did yoga were sub-par, and he decided to change that. The name “lululemon” came from a survey of 100 people from a list of 20 brand names and 20 logos. The logo is actually a stylized “A” that was made for the first letter in the name “athletically hip”. The first store opened in November of 2000 in the beach area of Vancouver BC called Kitsilano.
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Mis sion,Vision,Goals
“Elevating the world from mediocrity to greatness.”
“Creating components for people to live longer, healthier, fun lives.”
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client profile target audience Lululemon serves a very specific customer – young, hip, fit 1834 year old women who like fitness and athletic activities.
industry Athletic Apparel
Strengths and Core Competencies Lululemon continues to sell quality products in appealing styles. Their target audience absolutely adores the products offered and continues to purchase them despite their high price point.
Pro ducts and services Lululemon offers both men’s and women’s apparel, from pants to shirts to outerwear. Additionally, they offer fitness accessories such as headwear, yoga accessories, bags, water bottles, etc.
Tone
Simplistic, comfortable, muted.
Niche Fashionable athletic apparel.
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Creative brief Unique Selling Point Lululemons clothing combines fashion and athletics, creating an image like no other athletic apparel does. The brand has become known and recognized as “high-end” which makes it more unique than your basic athletic brands, ie: Nike, Adidas, etc.
Objective
The objective of this project is to rebrand lululemon, giving the logo more simplicity.
descriptive brand words to achieve Cool, calm, simple, clean.
Tagline “Breathe Deeply”
Call to action “Visit a store today, or find us online at shop.lululemon.com
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SWOT analysis Brand strengths Lululemon has a strong, positive brand connotation Lululemon has a strong advertisement presence Lululemon has a very attractive style to its target market Lululemon has a niche market of fashion-focused fitness apparel and accessories
weaknesses High price point for the target audience Recent product/fabric defects
opportunities The target market is typically very interested in looking fashionable while working out There has been a large increase in physical fitness interests among U.S. citizens
threats Downturn in economy means less disposable income for the target market leading to less clothing sales. Strong competitors marketing to the same target audience Competitors have lower price points
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expanded audience
Name: Chelsea Smith Age: 18 Gender: Female Location: Chicago, IL Income level: $6,000 annually (supported by parents) Social class: Upper class Occupation: Full time student, part time Sephora employee Education: Completed high school and is enrolled in her first year of college Marital status: Single Hobbies: Running, yoga, hot yoga, baking Mini bio: Chelsea is an 18 year old college freshman who enjoys an active lifestyle and likes to look good while living it. When she’s not in classes, she’s running around the city or taking a yoga class, or baking her favorite fall dessert – pumpkin bread.
Name: Elaine Prescott Age: 33 Gender: Female Location: Denver, CO Income level: $75,000 annually Social class: Upper class Occupation: Hydrologist Education: MA in Chemistry Marital status: Married Hobbies: Sewing, reading, shopping, yoga Mini bio: Elaine is a 33 year old hydrologist who loves simple things – reading a book, sewing, and the calming activity of yoga.
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Mood Board images
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Mood Board textures
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competitor analysis
lululemons main competitor is Athleta. Athleta is one of the only other high end, chic and trendy athletic brands. They are priced quite similarly, however Athleta offers a reward card. The Gap owns it, and if you have a Gap card, you will earn points toward your next purchase for every dollar spent. Athleta and lulu lemon currently have a holiday campaign for free shipping. Other competitors would be Nike, Adidas, and Reebok. These brands have had to revamp their overall image because of brands like lululemon, who decided to bring fashion into athletic apparel.
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style guide color pallette
R=201 C=19 G=182 M=28 B=216 Y=1 K=0
R=179 C=31 G=177 M26 B=180 Y=24 K=0
R=255 C=0 G=255 M=0 B=255 Y=0 K=0
R=182 C=26 G=228 M=0 B=240 Y=4 K=0
#ffffff
#b3b1b4
#b6e4f0
#c9b6d8
R=116 C=55 G=114 M=48 B=114 Y=47 K=13
#747272
R=243 C=3 G=198 M=25 B=186 Y=21 K=0
#f3c6ba
Font Name: Bondoluo Peek ABCDEFGHIJKLMNOPQRSTUVWXYZ (No capital letters or numbers)
Font Name: Existence Peek 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 1234567890
Font Name: Helvetica 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 1234567890
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logo design
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sample print ad
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Media,merchandise
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Media,merchandise
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