FLAVISH LONDON BRAND BOOK DRAFT by Floella

BRAND MANUAL BRAND-IDENTITY-LAYOUT - A kiss from a rose -

PRELUDE BRAND MANUAL

This brand manual shows the design process that the brand Flavish London went through to achieve the look and idea it is now to achieve the consistency of the brands communication. This manual is a break down of the thought process behind the brand, from inspiration, t0 colour, to our target market and competitors.

TABLE OF CONTENTS

INTRODUCTION BACKGROUND INFORMATION 09 LOGO IMPLEMENATION 16 COLOURS SHADES AND TEXTURES 25 TYPOGRAPHY PRIMARY/SECONDARY/TERTIARY FONT 30

INTRODUCTION

INTRODUCTION BACKGROUND INFORMATION

brand

brand analysis

corporate profile

Flavish London was created in 2015 as a womenswear high fashion brand. The designer, Floella Agbinor studied at The Arts university of Bournemouth and with her knowledge of fine art, graphic design and textiles and also her love for architectural forms decided to take on fashion design to build on her aesthetic.

MARKET POSITION

CURRENT SITUATION

COMMUNICATION PLANS

LOGO

LOGO IMPLEMENTATION

Flavish London’s name comes from the word ‘Flavish’ which comes from the compositon of ‘Floella’, the designers name meaning ‘beautiful flower’, and the word ‘Lavish’ meaning ‘sumptuously rich, elaborate, or luxurious’. ‘Lavish comes from the Old French lavache meaning “deluge, torrent” referring to rain. When you see it, think of a shower of good things coming down on you as you never use lavish with something bad’. Flavish as a brand portrays a woman that is bold with the ability to chanel her inner-self, embrace her beauty and conquer anything, which stands by the definiton of ‘a shower of good things’ because in doing so, good thing automatically come to you. The primary logo is the word ‘Flavish’ abbreviated to ‘FAV’. The logo is bold, strong and memorable. The secondary logo is the full logo that is ‘Flavish London’ which is the brand name. The abbreviated ‘FAV’ logo’s intricate form shows the subtle abrstaction and surrealism within our collections and the brands variety of styles.

components The primary logo that is used for the brand is the abbreviated logo ‘FAV’ as it stands out and is quite visually pleasing. This will be used on packaging/labels and functional purposes. The secondary logo will only be used when it’s legible. It is suitable for labels/swing tags/packaging and to mark the back of business plans/brand books such as this. It stands out and embodies Flavish London as a brand.

BRAND MARK The brand mark comes from the term ‘a kiss from a rose’ (our slogan). It is an image of a pair of lips behind a rose. It can either be interpreted as such or as a rose with leaves. This comes from the meaning of the designers name ‘beautiful flower’ and the idea that you kiss something that you think is beautiful. The brand mark’s flexible, delicate lines and the lip’s bold colour and structure, form the basis of Flavish London in it’s visual language. The brand mark can stand on it’s own and will be used as a symbol within Flavish London’s commnication/instore signing/packaging. Typically, the brand mark will be placed above the full ‘Flavish London’ logo which forms the brands tertiary logo. It will be used on our lookbooks, imagery and online/instore signing also. The slogan ‘a kiss from a rose’ will be used in advertisement of the brand.

coLOUR VARIATIONS As much as our primary logo is meant to be bold and direct, it is also supposed to be legible, which is the most important thing to take into account. The completely red and black logos are the preferred logo colours for the brand and the colour used, depends on the background. Sometimes, white may be an option against a darker background colour use: primary logo

colour use: TERTIary logo

colour use: SECONDary logo

colour use: BRAND MARK

TESTING LOGO PLACEMENT ON IMAGERY: sample photography via pinterest

SECONDARY LOGO This is a funtional logo and not so much an aesthetic logo. This logo is used on labels and swingtags. It is commonly used in black, as it is simple and legible and allows customers to remember the brand name. Red can also be used but not as often and also foiled gold. colour use: SECONDary logo

EXAMPLES OF LOGO USE

STORE/INSTORE:

LABELLING:

EXAMPLES OF LOGO USE

SWINGTAGS:

PACKAGING:

COMMUNICATION:

COLOURS

COLOURS In terms of basic brand colours, the brand colours are black, white, red and gold.

COLOUR PALETTE:

C=74 M=67 Y=66 K=85 R=0 G=0 B=0

C=3 M=2 Y=2 K=0 R=255 G=255 B=255

C=23 M=100 Y=100 K=19 R=178 G=4 B=5

GOLD FOIL

COLOURS SHADES AND TEXTURES

Flavish London’s colour palette is very simple but very bold and effective. The colours are vibrant and striking. The gold hint that has been added into the palette is very eye-catching, and therefore gives the consumer high expectations for the product they await to recieve.

shades and TEXTURES Textures used by Flavish London vary from a majority of colour inspiration and form the mood and intensity level of the next release. Alot of the time, going off the typical ‘FAV’ colours, collections began to create different vibes amongst each piece. Strongest colours (besides the basic colours) in that palette are electric to midnight blues, violet, deep orange, dark greys, aubergine & maroon, forest green and biege. Those colours tell the story of the collection as soft and gentle with a hard core & vice versa. The textures bring their own mood to the collections, from rough edges to a very faint, gentle touch that may take a moment to absorb. Then vey sharp, crisp lines to a flicker of life giving every piece luxurious characteristics.

TYPOGRAPHY

TYPOGRAPHY PRIMARY/ SECONDARY/TERTIARY FONT The fonts used within Flavish London’s communication stems from its dynamic and it’s modern, upright femenine appearance, giving the feel of a woman standing tall. ‘Morva’ and ‘Mabre Sans’ are chosen creating a topical and deluxe balance. In terms of advertisement, the font chosen for our slogan, is ‘Master Of Break’. This font gives the gentleand femenine poise to the brand but also the look of whipping something into shape, in this case ‘inner self’.

PRIMARY: SERIF

MORVA The Morva font is a Serif font composed of thick and thin lines. It has a bold structure with curved lines which gives the font a femenine feel. It stands out well for the Flavish logo’s and adds characcter. It also communicates well with the collections various styles. heading:

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SECONDARY: SANS SERIF

marbre sans Marbre Sans is contemporary and stylish. Its slender look of high-end maturity, is what gives the brand logo that extra bit of poise. The thin lines bring in simplicity and legibility. BODY TEXT & SUBHEADER

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TERTIARY: SCRIPT

MASTER OF BREAK Master Of Break is the font that brings that hint of rhythm into the brand. With the slogan being ‘A kiss from a rose’ a script font was necessary to provide the look and feel that brought the slogan to life in the brands advertisement.

AD heading:

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