Carhartt: Crafted for Success

Crafted for Success

BY: ELDIARDO DE LA PEÑA

FROM BRAND TO IMAGE CAPSTONE PROJECT

CARHARTT: CRAFTED FOR SUCCESS

Table of Contents.

Brand History Analysis

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Brand Description:

Carhartt, a revered workwear and lifestyle brand, boasts a storied history rooted in craftsmanship and unwavering dedication. Founded in 1889 in Detroit, Michigan, Carhartt has evolved into an industry leader, renowned for its durable and reliable apparel. With over a century of experience, the brand has cultivated a loyal following and built a legacy as a trusted provider of rugged workwear.

Carhartt's brand identity is characterized by words such as resilient, authentic, reliable, industrious, and timeless. These descriptors encapsulate the brand's ethos and highlight its core values. Carhartt embodies resilience, enduring challenging environments and emerging stronger through its durable products. Authenticity is at the heart of the brand, with Carhartt remaining true to its heritage while adapting to the needs of the modern world. The brand's reliability is paramount, ensuring customers can trust in the performance and longevity of Carhartt gear. Carhartt celebrates the industrious spirit, recognizing and empowering individuals who work tirelessly to achieve their goals. Lastly, Carhartt has a timeless appeal, offering enduring style and functionality that transcends passing trends.

CARHARTT: CRAFTED FOR SUCCESS

CARHARTT: CRAFTED FOR SUCCESS

Brand History Analysis

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Unique Selling Proposition:

Carhartt's unique selling proposition lies in its commitment to creating workwear that is built to outwork them all. The brand stands out by combining unmatched durability, reliability, and comfort in its products. Carhartt's workwear is specifically engineered to withstand the toughest conditions, providing hardworking individuals with the necessary gear to excel in their fields. The brand's USP resonates with customers who seek clothing that can endure demanding environments while offering unparalleled performance.

Brand Positioning Statement:

Carhartt: Built to Outwork Them All. Our purpose is to empower hardworking individuals with durable, dependable, and timeless workwear that elevates their performance and ensures their success in any endeavor.

Our Values.

CARHARTT: CRAFTED FOR SUCCESS

Carhartt's core values are anchored in unwavering commitment to quality, authenticity, reliability, and hard work. With a timeless approach, the brand embraces its rich heritage and crafts durable products that withstand the toughest conditions, ensuring the satisfaction and success of hardworking individuals. Carhartt's focus on skilled craftsmanship, enduring style, and customer-centricity drives its mission to deliver exceptional products and service that meet the ever-evolving needs of its loyal customers.

Brand Personality/

Traits

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06 OF

What are we made of?

a. Resilient: Carhartt represents resilience and unwavering strength. It is a brand that thrives in challenging environments, standing the test of time through its durable products.

b. Authentic: Carhartt embraces its roots and authenticity, remaining true to its heritage while adapting to the needs of the modern world.

c. Reliable: Carhartt is a dependable and trustworthy brand. It consistently delivers high-quality products that customers can rely on in demanding situations.

d. Industrious: Carhartt embodies hard work and dedication. It celebrates the industrious spirit and recognizes the achievements of individuals who go the extra mile.

CARHARTT: CRAFTED FOR SUCCESS

CARHARTT: CRAFTED FOR SUCCESS

Strength Within

Concept Ideas

It tells inspiring stories of hardworking individuals from various professions, highlighting their determination, perseverance, and resilience.

Craftsmanship Chronicles

It tells the stories of artisans and tradespeople who rely on Carhartt to pursue their passions and excel in their fields.

Built to Last, Built to Pass

The campaign showcases Carhartt products that have been passed down through generations, celebrating the brand's enduring quality.

CARHARTT: CRAFTED FOR SUCCESS

Concept Ideas

"Strength Within"

Description:

This campaign concept revolves around showcasing the inner strength of individuals who wear Carhartt. It tells inspiring stories of hardworking individuals from various professions, highlighting their determination, perseverance, and resilience. The campaign aims to inspire and empower the audience, emphasizing the connection between Carhartt's rugged apparel and the inner strength it brings out in people.

Brand Personality Communication:

This concept communicates Carhartt's brand personality traits of resilience, authenticity, and reliability. It portrays individuals who embody these traits through their unwavering determination and showcases how Carhartt empowers them to excel in their respective fields.

CARHARTT: CRAFTED FOR SUCCESS

Strength Within

Look and Feel:

The visuals for this campaign should have a raw and powerful aesthetic, capturing the grit and determination of the featured individuals. The use of black and white or desaturated color tones can evoke a sense of timelessness and authenticity. The photography or videography could feature close-ups of faces, hands, and Carhartt gear, capturing the ruggedness and character of both the individuals and the clothing.

CARHARTT: CRAFTED FOR SUCCESS

CARHARTT: CRAFTED FOR SUCCESS

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Concept Ideas

Craftsmanship Chronicles

Description:

This campaign concept highlights Carhartt's commitment to quality craftsmanship. It tells the stories of artisans and tradespeople who rely on Carhartt to pursue their passions and excel in their fields. The campaign aims to celebrate the intersection of craftsmanship and Carhartt's workwear, inspiring a sense of pride in the brand and its association with skilled individuals.

Brand Personality Communication:

This concept communicates Carhartt's brand personality traits of authenticity, reliability, and timelessness. It emphasizes the brand's dedication to supporting skilled individuals and showcases Carhartt as the trusted companion of craftsmen and tradespeople.

CARHARTT: CRAFTED FOR SUCCESS

Craftsmanship Chronicles

Look and Feel:

The visuals for this campaign should have a warm and nostalgic feel, reminiscent of a timeless workshop or studio setting. The use of earthy tones and natural lighting can enhance the sense of authenticity. The imagery should focus on capturing the intricate details of the craftsmanship process, showcasing the connection between the artisan's hands, their tools, and Carhartt gear. The campaign can include close-up shots of weathered hands, workbenches filled with tools, and Carhartt products being used in a skilled and purposeful manner.

Concept Ideas

Built to Pass Built to Last,

Description:

This campaign concept emphasizes Carhartt's durability and longevity. It showcases Carhartt products that have been passed down through generations, celebrating the brand's enduring quality. The campaign aims to evoke a sense of nostalgia and highlight the timeless appeal of Carhartt's workwear.

Brand Personality Communication:

This concept communicates Carhartt's brand personality traits of authenticity, reliability, and timelessness. It portrays Carhartt as a brand that not only stands the test of time but also holds sentimental value as a generational heirloom.

CARHARTT: CRAFTED FOR SUCCESS

Built to Last, Built to Pass

Look and Feel:

The visuals for this campaign should have a juxtaposition of vintage and modern elements, highlighting the enduring quality of Carhartt's products. A mix of sepia-toned or vintage-style photographs alongside contemporary imagery can create a sense of heritage and timelessness. The use of textures, such as worn fabrics or weathered surfaces, can further enhance the vintage aesthetic. The campaign can feature side-by-side images of vintage Carhartt items and their modern counterparts, showcasing the brand's evolution while maintaining its core values.

Brief Production

Location:

The campaign will be shot on location in various environments that represent the challenging work environments where Carhartt gear is utilized. This may include construction sites, industrial settings, farms, workshops, and outdoor landscapes that capture the spirit of hard work and resilience.

Styling & Makeup:

The styling for the talent should reflect a rugged and authentic look, consistent with the Carhartt brand image. The wardrobe will primarily feature Carhartt workwear, showcasing different product lines and variations. The makeup should enhance the natural features of the talent without appearing overly styled or glamorous.

Props:

Props will include the actual tools, equipment, and work-related elements relevant to each featured profession. This will help create an authentic atmosphere and reinforce the connection between Carhartt gear and the intended work environments.

Moodboard:

PITCH DECK PRESENTATION |

JANUARY 2023

The moodboard for this campaign should include images that evoke a sense of determination, strength, and resilience. It should capture the ruggedness of work environments and feature individuals who embody the Carhartt brand personality. The moodboard can include visuals of close-ups of faces and hands, workwear in action, and inspiring moments of perseverance.

Estimated Budget:

The estimated budget for this campaign will depend on factors such as the number of locations, talent, crew size, props, and post-production requirements. An approximate budget range for this type of campaign could fall between $200,000 to $400,000, considering the need for a skilled production team, location permits, talent fees, wardrobe, props, equipment, post-production editing, and marketing assets.

Please note that the budget is subject to change based on specific project requirements, complexity, and the desired production value.

CARHARTT: CRAFTED FOR SUCCESS

You. Thank

/hellojardo