Juicy Couture Handbag Campaign 1
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Juicy Couture is a women’s luxury brand. Its handbags are glamorous, edgy, versatile to fit the needs wo women around the world. Creating a campaign to highlight Juicy Couture’s differences, and redefining the target audience, to successful women ages 22-35, will allow for increased brand penetration. Utilizing media that appeals to women in the new target audience will engage them in the brand and create a connection to harbor brand loyalty.
Introduction
Research - Section 1 Company Overview SWOT Competitive Analysis
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Creative Development - Section 2 Moodboards Design Toolbox
Style Guidelines - Section 3 Logo Logo Usage Images Textures Color Palette Fonts
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Campaign & Design Solutions - Section 4 Website Design Social Media Magzine Print & Digital Mobile App Video Guerilla Marketing
Contents
Style Guidelines
Color Logo The color logo must follow this exact critera: The color combinations are as follows: Light Pink and Dark Purple Light Purple and Dark Pink The leaves at the bottom are always black The logo outline is always black The Juicy Couture name is always black
Black and White Logo The B&W logo must follow this exact criteria: The outline and flower details are always white Flower petal, leaves and Juicy Couture name is always black Overall logo outline is always black
Logo Usage The logo can be used with or without the words Juicy Couture on certain items such as Guerilla Marketing Purse hooks and on handbags.
The logo cannot contain any colors outside the color palette and must follow the color & B&W logo guidelines. The only exception is creating a gold or silver emblem design for handbag use.
The logo cannot be stretched, rotated, or skewed for any reason. It must remain a 1� x 1� scale.
Incorrect Logo Usage
Abstract The handbag industry is an ever-growing industry with a vast number of designers and stores. Women are inundated with so many handbag choices, that finding a way to differentiate Juicy Couture from the competition is important to increase sales and brand awareness. Juicy Couture is unlike the competition in that the brand is fun, edgy, and glamorous, and versatile enough to use for any occasion. Creating a campaign to highlight Juicy Couture’s differences, and redefining the target audience, to successful women ages 22-35, will allow for increased brand penetration. Utilizing media that appeals to women in the new target audience will engage them in the brand and create a connection to harbor brand loyalty. Social media is a staple in the lives of the redefined target audience, so utilizing all platforms such as Facebook, Instagram, and Twitter will spread the brand news and sales promotions to as many women as possible. Print and digital magazine advertisements will benefit the campaign because women read magazines for pleasure and to feel a sense of reward. For the digital advertisements, women will have the ability to interact with the ad to engage them and reinforce the sense of reward.
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The advertisements will be fun and edgy, just like the Juicy Couture brand. The color and typography choices will reinforce the brand feel and set Juicy Couture apart from the competition. The Juicy Couture logo has been around since the brand’s inception; therefore updating that will create a new improved brand feel to appeal to the new target audience. Overall the Juicy Couture rebrand campaign will create increased sales and brand recognition.
Target Audience Women ages 22-35 are style savvy and need a handbag to match their lifestyle. These women are established in a career, or recent college grads starting out for the first time. They enjoy looking glamorous and showing off luxury items. Hobbies include hanging out with friends, grabbing drinks after work, going shopping on the weekends, and enjoying life.
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The Designer
Elizabeth Showalter MDMFA Project Book June 2014 elizshowalter@gmail.com