Hennes&Mauritz Process Book by Jenelle Dagres

Hennes&Mauritz

INTRODUCTION

ABOUT

ABOUT THE COMPANY H&M began as a single womenswear store in Västerås, Sweden 1947 called Hennes, when they added a menswear line they added the name Mauritz, it was known as Heness & Mauritz and now H&M. Today we know it as a global company offering fashion for the whole family and their home, under the brand names of H&M, COS, Monki, Weekday, Cheap Monday and H&M Home. Their moto today is “fashion & quality at the best price.” H&M is the second largest global clothing retailer, they came to this success through design, offering high style for affordable prices.

H&M REBRAND

INTRODUCTION

PRODUCT

PRODUCT H&M offers clothing for men, women, and children; but not only clothing this extends to accessories such as belts, gloves, scarves and jewelry for women. They also have cosmetics from eyeshadows to nail polish. The newest addition to the H&M product family is the upcoming furniture line, currenly only available in a few European countries.

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INTRODUCTION

PROBLEM

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PROBLEM

WHAT WORKS

Logo: Too young & playful, lacking sophistication to appeal to an older audience, Price vs. Quality: They’ve focused so much on style/affordability that they’ve lost all quality. Advertising: Many people don’t even know they offer furniture. Service: Many popularly located stores are understaffed with exhausting lines and no assistance, also their online service has no online tracking and there is no way to really contact the company. Eco Friendly: H&M is not an eco company, they support factories in China which dump chemicals into the ocean, lets change this. They’re such a large company that they do make a difference and can set an example for other businesses.

Logo: Easy to read, bold, iconic, different. Price vs. Quality: Their cheap prices and fashion forward style is appealing to people who want to be fashionable, but don’t have the big bucks to drop. Advertising: Collaborating with large fashion designers and trendy celebrities in commercials.

INTRODUCTION

TARGET MARKET/COMPETITION

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TARGET MARKET 20’s-40’s Young-minded, fashion conscious, budget-minded shopper. Our new target audience is not only the young-minded, fashion conscious, budget-minded shopper., but someone who enjoys quality made product.

COMPETITION Alissa is a 25 year old Fashion merchandiser, she works for Forever 21, she is very career oriented and loves looking poised and stylish for work. In addition to the occasional cigarette, she loves scouting out new and unusual stores. She’s single and loves it, taking time out of her busy schedule only to go out for classy nights on the town.

Alex is a 28 year old gay male, he works at Neiman Marcus. He loves, tight, trendy clothes and isn’t afraid to tell the world that he’s fabulous. He lives with his designer boyfriend, Zander Cruise, and their beloved dog, Howie. They all share good taste in clothing, even their dog, and love eating any foods that are gluten free. They enjoy weekend parties at upscale gay clubs.

Forever 21 Gap Zara Express

CONCEPT DEVELOPMENT

STATEMENT

STATEMENT This is a brand for the aspirers and the succeeders. The reframe is a luxury B-Line for H&M, with the mission of bringing back quality to the name & introducing the new furniture line. It gives control back to the user, it gives them what they want, the way they want it. No more clothes that fall apart after the second wash. These are fashion forward clothes with an attitude that says “We’re here to stay!” This not only goes for clothes, but our new furniture line. We focus not only on providing our customers with quality service, but a product that is unique like they are. Style with a price unobtainable by large fashion designers. The user gets high fashion, eco conscious design, affordability, and now high quality. People who buy our product are smart & don’t give into settling for less, but also understand the value of a dollar. Our new brand gives the user the ability to be the person they want to be, not just an immitation, while changing the world. When you walk into a room wearing our clothes or featuring our furniture, people will know you are someone who cares about the details.

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CONCEPT DEVELOPMENT

MIND MAPPING

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SIMPLICIY CLEAN SLEEK MODERN

DESIGN

BRAINWASH

PANTIES

SEXY

CONTROL

SUCCESS WILD WATCHES

QUALITY LUXURIOUS

UNIQUE VINTAGE

PARTY

SMILES

TIMELESS/ CLASSIC

EXPENSIVE SNOBBY

DIFFERENT

HAPPY

RICH

FAMILY FUN

INDIVIDUALITY

FASHION FORWARD

GREEDY

CHEAP AFFORDABILITY

BRIGHT

VALUE

STYLISH COLOR ATTITUDE FASHIONISTA FLOWERS BOLD

POLLUTION

GREEN CONFIDENT STURDY STRONG

FURNITURE

GEOMETRIC

ECO CONSCIOUS

COMFY PADDED

TRIANGLE

FRUGALITY

SOIL

SMART

INNOVATION

CONSERVATION

GLASSES

AWARENESS

EDUCATION

SOFT BOOKS

CARING

CONCEPT DEVELOPMENT

REBRAND ATTRIBUTES

REBRAND ATTRIBUTES Logo: Sophisticated, modern, & expensive. Quality: Better materials made with care. Affordability: Competitive pricing, still cheap youâ&#x20AC;&#x2122;re just paying the difference of materials. Style: The idea of the future and nowness. Moving forward, being innovative. Service: A personal experience without being intrusive. No more nosy employees or looking for employees around a store, they will be at your service at the service bar, here you can find an employee/stylist ready to be your personal shopper or just answer a few questions. Ring a bell if someone isnâ&#x20AC;&#x2122;t present. Everyone loves ringing bells. Eco Conscious: The new brand will make sure all production of clothes is environmentally responsible & safe for its users. No more throwing away cheap clothes. Furniture style: Mid Century Swedish

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CONCEPT DEVELOPMENT

INSPIRATION

INSPIRATION The inspiration for this brand started with the furniture, it was based on midcentury modern swedish furniture because this was around the time H&M first opened itâ&#x20AC;&#x2122;s doors to consumers. We wanted to bring our customers back in touch with our history & where we came from. From this concept we arrived at the idea of modern & moving towards the future. Our clothing is not only a homage to vintage swedish design, but a new way of looking at fashion as being timeless & modern at the same time.

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LOGO DEVELOPMENT

RESEARCH

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POSSIBLE NAMES

EXISTING BRAND NAMES

Hennes & Mauritz Hennes och Mauritz & Other Stories & Hej: Hello Igår: Yesterday Varsågod: You’re Welcome

Armani Burberry Celine Chanel Christian Dior Gucci Luis Vuitton Marc Jacobs Prada Tom Ford

LOGO ANALYSIS Past: They began as Hennes meaning “hers” in Swedish & when they began expanding their line they added Mauritz, hence H&M. Current: Very young, hip, playful, & retro. Future: Sophisticated, modern, & expensive.

LOGO DEVELOPMENT

SKETCHES

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LOGO DEVELOPMENT

SKETCHES

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LOGO DEVELOPMENT

TYPEFACE STUDIES

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Hennes & Mauritz

Hennes & Mauritz Hennes & Mauritz

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Hennes & Mauritz Hennes & Mauritz

LOGO DEVELOPMENT

TYPEFACE STUDIES

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Hennes & Mauritz

HENNES & MAURITZ

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LOGO DEVELOPMENT

TYPEFACE STUDIES

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Hennes & Mauritz

Hennes & Mauritz Hennes & Mauritz

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LOGO DEVELOPMENT

LOGO STUDIES/REFINEMENTS

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EST. 1947

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SWEDEN

HENNES&MAURITZ HENNES&MAURITZ Hennes & Mauritz

Hennes & Mauritz Hennes&Mauritz HENNES

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MAURITZ

EST. 1947

Hennes & Mauritz SWEDEN

Hennes&Mauritz SWEDEN

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Hennes Mauritz

Hennes & Mauritz

HENNES &MAURITZ

LOGO DEVELOPMENT

LOGO STUDIES/REFINEMENTS

HENNES & MAURITZ

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hennes och mauritz

HENNES OCH MAURITZ

hennes och mauritz HENNES & MAURITZ

HENNES & MAURITZ

HENNES OCH MAURITZ

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SWEDEN EST. 1947

HENNES & MAURITZ Hennes & Mauritz Hennes & Mauritz EST. 1947

HENNES OCH MAURITZ

Hennes & Mauritz HENNES&MAURITZ

Hennes & Mauritz est. 1947

H E N N E S & MAURITZ

LOGO DEVELOPMENT

REFINEMENTS

EST. 1947

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Hennes & Mauritz

Hennes&Mauritz

hennes och mauritz

Hennes & Mauritz

SWEDEN

HENNES OCH MAURITZ

Hennes & Mauritz est. 1947

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FINAL LOGO

COLOR STUDIES

Hennes&Mauritz Hennes&Mauritz Hennes&Mauritz

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FINAL LOGO

Typeface: Helvetica Neue Lt Std Weight: 75 Bold

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

BRAND ELEMENTS

Hennes&Mauritz Hennes&Mauritz Hennes&Mauritz Hennes&Mauritz Hennes&Mauritz Hennes&Mauritz Hennes&Mauritz Hennes&Mauritz Hennes&Mauritz Hennes&Mauritz Hennes&Mauritz Hennes&Mauritz Hennes&Mauritz Hennes&Mauritz

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BLACK LOGO

FINAL LOGO

Brand Color Palette

PANTONE 7-9 C

PROCESS COLOR PRINT C:9 M:9 Y:20 K:0

WEB COLOR ELECTRONIC R:230 G:222 B:203

BLACK & WHITE

FINAL LOGO

BRAND ELEMENTS

EMBLEM The emblem was developed after the art director picked the helvetica logo. I liked the logo, but I did not think it was strong as a portfolio piece. It to me felt too generic and looked a bit too much like Crate&Barrel. So I decided if you can’t beat them join them. I looked back to my sketches and designed an emblem based on 2 h’s & m’s to stand for the luxury line being H&M by H&M. The emblem is an abstraction, not meant to look exactly like the letters unless you are looking for them. This was my design solution for appeasing the Art Director & myself, by creating a second logo that could accent the first.

AUTHENTICITY/ AUTHENTICITÉ

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BRANDING

SETUP PLAN

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BRANDING

POSTER

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BRANDING

MAGAZINE AD PROCESS

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BRANDING

MAGAZINE AD PROCESS

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BRANDING

MAGAZINE AD PROCESS

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BRANDING

IN CONTEXT

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BRANDING

IN CONTEXT

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BRANDING

WEBSITE

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