eva bagnoli
academic projects
®
LEVI’S
If Levi’s® once enjoyed being in the top of mind of the consumer, today the brand finds itself at a loss of supremacy, with a defective branding strategy along with a brand identity in contrast to that perceived by the client. The solution lies in looking back to the origins, to the first Levi’s® store in Market St. San Francisco, by making the 501 the key product. The idea is to open a new concept store, the design of which will recall a laid down pair of Levi’s® 501. Red metal tubes will pass through the walls simulating the iconic seams of the brand while functioning as garment hangers. Furthermore the store will feature an atelier for custom tailored jeans as well as a small floor intended for the sale and display of Levi’s® 501 directly customized by the clients during workshop hours with the artisans of the brand.
Scale model of the project concept
Rendering of the ground floor
Invitation to the opening event of the concept store
Pavor Vitae
Pavor Vitae (from the latin “fear of life�), is the name for a group of three events based on the personal fears that human beings constantly try to repress and ignore. These phobias trap the individual like a solid cube traps the imagined subject before it emerges as sculpture, so if the work stops when incomplete it can then resemble a dangerous trap for the spirit. All three events will take place in the various floors of the Kraftwerk complex in Berlin. At the ground floor an exhibition will display the works of Alice Auaa, Anrealage and Marko Mitanovski, with every tableu vivant representing a different human fear. At the first floor a themed cocktail party can accommodate up to 100 visitors. At the second floor a concert by four artist will unfold in sync with a guided tour, so that the visitor can experience it in a prearranged order.
pa vor vi tae
Mary Katrantzou
The emerging greek brand of Mary Katrantzou manifests three main problems: faulty brand perception by the consumer, poor brand recognition and obviously, weak brand awareness. To solve the first problem an institutional press campaign was conceived to reposition the brand by having famous icons of elegance wear, by collage, the brand’s clothing. Doing so will transmit Mary Katrantzou’s values while arousing curiosity in the viewer. To tackle the second problem an ideogram and a label were conceived to improve recognizability and distinctiveness of the brand, whereas to improve brand awareness the strategy also focuses on intensifying online presence while diversifying the contents present on social networks. The new label will be tied to the garment by a bracelet with the brand’s new symbol so that, after the purchase, the client can always bring Mary Katrantzou along.
New label and bracelet
Single page print campaign
All trademarks, images, products and texts for which I do not own the rights are property of their authors and have been used just for educational projects.