Petali da collezione
BRIEF 01
GOALS
Enforce the identity of the brand. !
Communicate the restyled image. !
Create a collection of accessories.
THE BRIEF
ANALYSIS 02
THE BRAND:
Romantic sensibilities. Petalianddafeminine collezione !
A chic Parisian elegance and sophistication that is tied to a strong Italian heritage of craftsmanship and style. ANALYSIS
ANALYSIS
GOALS 03
GOALS
Unify the existing elements of Monnalisa’s imagery in one single logo. !
Reach further people who
didn’t know the brand.
GOALS
GUIDELINES 04
GUIDELINES
LOGOTYPES
Durability
DECÒFlowers ICONIC
LOGOS
Elegance
GUIDELINES
ELEMENTS
C I CH
RESTYLING 05
NEW LOGO:
MONOGRAM
REDESIGNED TYPEFACE
RESTYLING
ICONIC SYMBOL
ORIGINAL TYPEFACE:
MONNALISA AFTER:
RESTYLING
TYPEFACE: THE “MONNALISA” FONT CONTRAST to emphasize the brand imagery
SHORTENED SERIFS - to convey a softer image
STRONGER WEIGHTH to give the logotype more solidity RESTYLING
MONOGRAM:
The mesh up between the consistency and elegance of the brand. A tape of cloth that unties like a ribbon. RESTYLING
ICONIC SYMBOL:
The five collections unified in the five wings of the icon.
4 1
5 2
At the same time, a butterfly, a rose, a heart.
3 RESTYLING
LOGO DECLINATION:
C H I C
B E B È RESTYLING
LOGO DECLINATION:
J A K I O O
N Y & L O N RESTYLING
LOGO DECLINATION:
C H I C
To balance the logo, the collection is typed in a sans-serif font NEUTRA TEXT Demi. Simple, direct. Clean. RESTYLING
LOGO DECLINATION:
COLOUR: C= 5% M = 42% Y = 13% K = 0%
RESTYLING
LOGO VERSATILITY:
RESTYLING
LOGO VERSATILITY:
RESTYLING
LOGO VERSATILITY:
RESTYLING
LOGO VERSATILITY:
RESTYLING
MOCKUPS 06
TAGS:
Thedefinition definition of The of cute and and classic. cute classic.
The definition of cute and classic.
Creativity Creativity and and quality quality constantly evolving constantly evolving with of character character with aa lot lot of and classic but surprisingly surprisingly charming. charming.
Creativity and quality constantly evolving with a lot of character and classic but surprisingly charming.
www.monnalisa.eu www.monnalisa.eu
www.monnalisa.eu
MOCKUPS
Girl’s Shirt Size Medium
TAGS:
Girl’s Shirt Size Medium
The definition of cute and classic. Creativity and quality constantly evolving with a lot of character and classic but surprisingly charming. www.monnalisa.eu
MOCKUPS
TAGS:
The definition of sporty-chic.
For all occasions, from school to spare time - with a lot of character and enjoyable elements.
For all occasions, from school to spare time with a lot of character and enjoyable elements.
N Y & L O N
The definition of sporty-chic.
www.monnalisa.eu
www.monnalisa.eu
MOCKUPS
Girl’s Shirt Size Medium
MONNALISA BEBÈ
MOCKUPS
MONNALISA BEBÈ
MOCKUPS
MONNALISA BEBÈ
MOCKUPS
MONNALISA NY&LON
MOCKUPS
PACKAGING:
KEYWORDS: !
• Simplicity • Visibility • Balance • PATTERNS:
MOCKUPS
FRONT
BACK
VARIATION
PROMOTING 07
WHO TO INFORM:
Employees !
Costumers !
Press !
Fashion industry : competitors, ..
PROMOTING
HOW TO INFORM:
COLLECTION WEB PRESS EVENTS VISUAL MERCHANDISING PROMOTING
PROMOTING
COLLECTION !
PROMOTING
1. COLLECTION
MOTHER & DAUGHTER COLLECTION
!
A special collection with Sarah Jessica Parker and her twin girls. PROMOTING
1. COLLECTION
Capsule Collection designed by Sarah Jessica Parker for Monna Lisa. !
Sophisticated, fashionable, elegant mum, who cares about their children. She wants only the best and wants to show the world where they belong to. !
Exists one outfit for the mother and her daughter: dress, belt, bag and „“the special piece“: the butterfly hairclip.
PROMOTING
1. COLLECTION
1. COLLECTION
THE SPECIAL PIECE Limited: only at Press Event as “give away” and to win at the Website/Facebook or the collaborating blogs (100 pieces) !
The special piece: Hairclip with the new MonnaLisa butterfly !
Presentation: at the Press Event, Vogue Cover Shooting with SJP, countdown on the website
PROMOTING
1. COLLECTION
THE INSPIRATION
SPECIAL PIECE
1. COLLECTION
HOW TO GET THE SPECIAL PIECE? Presentation at the Press event with SJP as a “must have” !
Countdown at the Website (4 weeks, while the new logo is presented in all cornershops) !
Special Giveaway on Tori Spelling‘s blog
PROMOTING
PROMOTING
!
WEB
PROMOTING
2. WEB
BLOGGERS Cooperation with Gwyneth Paltrow: “Collection for shopping online” !
Invite Mum bloggers to the cornerstore event to report on the bloghost a special piece on their blog (Tory spelling) PROMOTING
2. WEB
WEBSITE
Countdown for the special piece to win.
EVENT
2. WEB
FACEBOOK Post about the countdown to get the special piece. Report about the events, especially about the costumer event and the winners of the special piece.
!
PRESS
PROMOTING
3. PRESS
Snail Mail and Email Invitation to “loyal customers� sent 2 weeks in advance of event ! !
During event,! pictures posted to social media platforms every 30 minutes ! !
Invitation to Celebrity Bloggers such as Tori Spelling and Denise Richards who are also mothers to write a post on Monnalisa with mention of the new logo/branding. PROMOTING
3. PRESS
Discuss the capsule “Mother&Daughter� Collection with a picture post in the matching outfits as well as posting images of the MiniMonnalisa event ! !
Host a giveaway on their blogs for followers to win the new Monnalisa butterfly headband ! ! ! ! PROMOTING
3. PRESS
3. PRESS •Fashion press: special shooting (cover shooting) withSJP, Interview, report of the events !
•Newspapers, technical press: Interview with Piero Iacomoni and Barbara Bertocci about brand, history and new logo and identity PROMOTING
EVENTS 08
3. EVENTS !
BIG LAUNCH PARTY: in the Flagship store for costumers, VIPs, employees, business partners, TV and press. !
SHOP IN SHOP: Press event @ Harrods !
Mother &Daughter go shopping (SJP with daughter) important to have in the magazines and on TV.
MINIMONNALISA & ME: in all cornershops !
Customer event. To involve also the “little clients�, to present the new VS of the shops, to integrate the new MonnaLisa in the minds of the consumer. EVENTS
3. EVENTS
BIG LAUNCH PARTY !
EVENTS
01. BIG LAUNCH PARTY
WHERE:
at the Flagshipstore in Milano !
WHEN: End of August
2014 - 6.00 pm first welcome: happy hour (drinks and snacks) at 6.30 pm !
WHAT: 20.00 pm
presentation of the new logo, following a fashionshow/catwalk about EVENTS
01. BIG LAUNCH PARTY WHO: costumers, VIPs, press, business partners, bloggers employees (max 40 people) !
WHY: present Monnalisa as a modern and dynamic brand, always growing and adapt to the changes of time and environment. EVENTS
01. LAUNCH PARTY DETAILS OUTSIDE WELCOME: The Monnalisa Vespa outside the store.
EVENTS
01. LAUNCH PARTY DETAILS Welcome speech of Piero Iacomoni and Barbara Bertocci !
Presentation of the new Logo inside the shop. !
Presentation of the accessories collection. !
“Flying Buffet” and drinks for the guests. EVENTS
01. LAUNCH PARTY DETAILS White curtains will hide the logo that at a certain point will be shown once the curtains will be opened. White and Pink paper butterflies will fall down from the ceiling at that moment. EVENTS
3. EVENTS
SHOP IN SHOP EVENT !
EVENTS
02. SHOP IN SHOP EVENT Mother and Daughter go shopping together at Harrod’s !
SJP and twins present & shop the new collection . Meet and Greet with family afterwards. !
Press coverage from Magazines/Newspapers. !
Posting on Both Harrod’s and Monnalisa webpages (social media and websites) !
EVENTS
3. EVENTS
CORNERSTORE EVENT
EVENTS
03. CORNERSTORE EVENT !
Style your own Monnalisa
A “MiniMonnalisa�- a doll that is given to the guests/ costumers in which they are able to style them in their own interpretations of the Monnalisa collections !
MiniMonnalisa & Me
Each costumer is able to come and dress their doll in miniature Monnalisa fashions followed by a photoshoot together with the doll !
A selection of pieces from the collections will be made in doll sizes specifically for the event - each article will have the new logo on the label. EVENTS
03. CORNERSTORE EVENT
1 day event !
4 weeks after logo launch event- corner stores able to implement the new logo into their visual merchandising and sales associate uniforms (each sales associate wears an accessory with the butterfly) ! EVENTS
03. CORNERSTORE EVENT
Corner stores world wide: 2pm-5pm (approx) !
Refreshments: light snacks (cookies, fruit, chocolate covered fruit and champagne for parents) !
Dressing the dolls to try out like collection and feel the “new brand� EVENTS
03. CORNERSTORE EVENT
EVENTS
ACCESSORIES 09
ACCESSORIES
The collection is inspired to butterflies and flowers. The shades of colour try to convey elegance and freshness even in winter. !
The Monnalisa girl is like the petal of a rose. ACCESSORIES
TEXTILES:
ACCESSORIES
COLOURS
ACCESSORIES
ACCESSORIES
ACCESSORIES
ACCESSORIES
ACCESSORIES
ACCESSORIES
ACCESSORIES
CONCLUSIONS 10
Little changes can make a big dierence.
THANKS ISABELLA AHMADZADEH
LISA ASCHENBRENNER
ANDREA BAMBI
CHIARA CESARACCIO
NGOC DO
DAVIDE ESCHINI
MOLLY JOHNSON
RIHO KUREMATSU
GIULIA LIZZI