Luxury Brand Creation
By Anastasia Frangoulis and Hyemin Chang
>> CONTENTS 1. BRAND CONCEPTUALIZATION _ Story _ Mission _ Fact _ Persona _ Mood Board
2. LOGO DEVELOPMENT _ Process _ Construction _ Colorway _ DOs &DON’Ts
3. MARKETING DELIVERIES
BRAND CONCEPTUALIZATION
BRAND
Story
After several years working and being educated in the luxury fashion industry, Anastasia and Hyemin were disturbed by what they learned and were exposed to regarding the manufacturing process and negative environmental and social impacts devastated by the industry. By recognizing this need for change the concept of LUXURIE was born.
WHO ARE WE? LUXURIE is a SOCIALLY RESPONSIBLE luxury lingerie brand. LUXURIE is part of a paradigm shift in the fashion and luxury industry working towards a more socially responsible and environmentally conscious process. LUXURIE empowers women classic and sensual designs and highest quality materials including: laces, silks, and metals. Through Design Innovations, we create sensual and elegant designs using the highest quality of materials. LUXURIE empowers women and communities through DESIGN INNOVATION. LUXURIE supports a global paradigm shift towards SUSTAINABLE LIFESTYLES.
BRAND
Mission
OBJECTIVE_ To manufacture the highest quality of luxury items by outsourcing using scraps and “waste” from the cutting room floor of top designers as well as upcycling and reinventing vintage and previously used fabrics and materials. LUXURIE’s mission is to manufacture, market, and deliver our product following the closed loop system, which creates zero waste. >> Empowering women of all ages and cultures. >> LUXURIE encourages women to push past their typical comfort zones of beauty and style, embracing the endless possibilities of beauty & evolution. >> To Change the way people buy and sell lingerie. >> To build a lasting and supportive client base. >> To educate people about the importance to buy socially and eco responsible luxury and fashion.
GOALS_ Shifting people’s attitudes towards sustainability, eco fashion, recycled fabrics and materials, while helping to create a new standard for manufacturing and supply chain systems.
CORE VALUES_ >> Offering the absolute highest quality of fine silk and lace lingerie including: bras, panties, garter-belts, corsets, stockings, hosiery, and timeless and, sensual slips. >> To manufacture with companies which uphold to humanitarian rules and regulations. >> Absolutely no child labour, no exceptions. >> A zero tolerance policy towards unsafe working conditions for our employees and outsourced clients. >> Offering only fair wages with opportunities for growth. >> Producing a minimal carbon footprint while working towards a more sustainable future.
BRAND
Fact
FACTS ABOUT FASHION INDUSTRY_
>> Approximately 50,000 tons of fabric are wasted each year during manufacture, which goes straight to landfill. >> Around 40% of world fabric production is cotton. >> Cotton uses approximately 8,000 gallons of water for 1.5 pounds of cotton. >> Pesticides used on cotton harms people, wildlife and the environment. These pesticides poison farm workers, drift into oceans, lakes, and water supplies, drifting to neighbouring communities, contaminating the ground and surface water, killing beneficial insects and soil micro-organisms and saturating the oceans with pollution and waste. >> $19 USD billion Industry >> Approximately 4 million people of which 3.4 million are women >> 78% of exports are garment related >> Over 5,000 factories >> A high level of non compliance to paying a living wage
BRAND
Persona 1
Name_ Sarah Age_ 22 Location_ Miami Education_ Master Occupation_ Entrepreneur Income_ $100,000+ Activities/Interests_ Shopping, Traveling, Music Festivals, Beaches, Latest Trends, Organic Foods Technology & Media_ Social Networker, Lifestyle Blogger, Vogue, Harpers, Nylon, W Mag
BRAND
Persona 2
Name_ Kristin Age_ 45 Location_ San Francisco Education_ PhD Occupation_ Clinical Biochemistry Income_ $125,000+ Activities/Interests_ Shopping, Traveling, Classical Music, Theatre, Wine Tasting, and hosting. Technology & Media_ Social Networker, Lifestyle WWD, BoF, Advocate Vogue Reader, Wall Street Journal, Financial Times
BRAND
Persona 3
Name_ Thomas Age_ 33 Location_ NYC Education_ MBA Occupation_ Investment Broker Income_ $180,000+ Activities/ Interests_ Music, Sports, Working Out, Shopping, Cigars, Art Technology & Media_ Wal Street Journal, Financial Times, GQ
MOOD BOARD
LOGO DEVELOPMENT
LOGO
Process
Final Logo
LU XE R I E
MODERN, ELEGANT, TIMELESS
LMODERN, U XELEGANT, E RTIMELESS I E
LMODERN, U XELEGANT, E RTIMELESS I E
L U X E R I E LMODERN, U XELEGANT, E RTIMELESS I E
LMODERN, U XELEGANT, E RTIMELESS I E
LMODERN, U XELEGANT, E RTIMELESS I E
MODERN . ELEGANT . TIMELESS
LOGO
Construction
The minimum size of logo is 10 mm in label and 20 mm in print.
TYPOGRAPHY ARIAL BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12345678910
ARIAL REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12345678910
L U X E R I E MODERN . ELEGANT . TIMELESS
LOGO
Colorway
L U X E R I E MODERN . ELEGANT . TIMELESS
C:8 M:33 Y:19 K:0
C:0 M:0 Y:0 K:0
L U X E R I E MODERN . ELEGANT . TIMELESS
C:11 M:20 Y:17 K:0
C:0 M:0 Y:0 K:0
L U X E R I E MODERN . ELEGANT . TIMELESS
L U X E R I E MODERN . ELEGANT . TIMELESS
C:38 M:35 Y:26 K:0
C:0 M:0 Y:0 K:0
L U X E R I E MODERN . ELEGANT . TIMELESS
C:10 M:17 Y:73 K:6
C:8 M:33 Y:19 K:0
C:11 M:20 Y:17 K:0
C:38 M:35 Y:26 K:0
LOGO
The logo can be used in the following four forms depending on each condition.
DOs & DON’Ts
L U X E R I E MODERN . ELEGANT . TIMELESS
L U X E R I E
L U X E R I E MODERN . ELEGANT . TIMELESS
The followings are incorrect logo forms.
L U X E R I E MODERN . ELEGANT . TIMELESS
L U X E R I E MODERN . ELEGANT . TIMELESS
L U X E R I E MODERN . ELEGANT . TIMELESS
L U X E R I E MODERN . ELEGANT . TIMELESS
L U X E R I E MODERN . ELEGANT . TIMELESS
L U X E R I E MODERN . ELEGANT . TIMELESS
L U X E R I E MODERN . ELEGANT . TIMELESS
L U X E R I E MODERN . ELEGANT . TIMELESS
MARKETING DELIVERABLES
Marketing Deliverables
Label & Tag
Marketing Deliverables Eyemask & Showl
Marketing Deliverables Dust Bags
Marketing Deliverables Soap & Candle
Marketing Deliverables
Cosmetic Set
Marketing Deliverables
Perfume Set
Marketing Deliverables
Package
Marketing Deliverables
Storage Box
Marketing Deliverables Business Card
Marketing Deliverables
Stationary
Marketing Deliverables
Gift Voucher
Marketing Deliverables
Fitting Room
Marketing Deliverables
Exterior
Marketing Deliverables
Sign Wall
Marketing Deliverables Window Signage
Marketing Deliverables Outdoor Signage
Marketing Deliverables
Street AD 1
Marketing Deliverables
Street AD 2
Marketing Deliverables
Street AD 3
Marketing Deliverables
Exhibition
Marketing Deliverables Exhibition Banner 1
Marketing Deliverables Exhibition Banner 2
Marketing Deliverables Web & App Design
Savannah College of Art and Design / Winter 2016 / LXFM740 Computer-enhanced Fashion Marketing / Prof. Oscar Betancur