Joe Leadbeater
OUGD503
Brief 01 - Organic
Final Boards
Here you can see the variations I produced for the t shirt design. I intended on producing a vintage logo to comemorate Lakai’s history for the passed 15 years. ‘Shoes We Skate’ is Lakai’s slogan, and many of the above designs incorperate this slogan. I created a small slogan: ‘shoes that last’, as I feel this is one way in which Lakai set themselves from other skate shoes. They are exteremely durable, proven by the fact that I have owned a pair of Lakai shoes for 2 years, and they are yet to look weathered or worn. I have chosen to just design in black and white, as I feel applying colour put the judges off. Instead, I intend on explaining that any colours can be applied if my design is picked.
01 / 07
Brief / Background John Patrick is a New York based high fashion designer, with an up and coming fashion brand: ‘Organic’. He was unhappy with the current branding for the fashion range, and approached ‘The Young Ones’ student competition. Winners recieve a ‘One Show Young Ones Pencil, a similar award to D & AD but without the prize money.
Target Audience / Tone of Voice Due to the prices of John Patrick’s clothing range (averaging between $100 - 300), it’s clear that his clothing range excludes most people. His target audience consists of professionals with a vast disposable income, or the lucky people they associate themselves with. They would also have to be at an age where they could earn enough money to spend, 20+. The tone of voice is formal, elegance, smart & sophisticated. Delieverables - 3 to 5 logos - 3 to 5 pieces of ‘collateral design’ - 3 to 5 pieces of brand identity’.
Joe Leadbeater
OUGD503
Logo Design
Final Boards
Fig 2.
Fig 1.
02 / 07
Brief 01 - Organic
Fig 3.
The Variations
Inspiration
There are three variations of John Patrick’s logo for Organic. Fig 1 appears on his clothing tags, where it is important to mention his name. Fig 2 appears on all products where consumers will already know the range; his delievery receipts and letterheads. Fig 3 appears on everything branded, but never printed with ink. It can be used at any angle when embossed, due to easy of use, also giving each embossed material a unique aesthetic.
The custom logotype, with it’s extreme changes in thickness, gives off a high end, sophisticated look that John Patrick’s fashion range matches. The use of his name in a strong and angular san serif emphasizes his male input to an industry where he designs mainly for women. The logo itself is inspired by ambiguous organic form. It could be seen as land contours, the rings in a tree, etc.
Joe Leadbeater
03 / 07
Collateral Design
OUGD503
Brief 01 - Organic
Final Boards
Produced Collateral
Process
The brief instructed 3 - 5 pieces of collateral design, and these were the items produced:
John Patrick has a strong view on manufacturing his fashion range ethically, and his branded range should reflect this.
- Clothes hangers - Clothes tags - Packaging / Shipping box
The laser cut hangers and box leave a small carbon footprint, and have also been selected due to being unstained and unpainted. The box is also reclaimed and re- used.
Joe Leadbeater
04 / 07
Collateral Design
OUGD503
Brief 01 - Organic
Final Boards
Stock John Patrick prides himself on being highly ethical in his practice, so his brand has been constructed in the same way. Very little ink is used, whilst an embossing seal leaves a mark but no mis-use of ink. The labels are printed on Lokta paper, from a Nepalese Lokta tree, which grows from the roots up after being cut. This allows John Patrick to be just as sustainable with his promotion as he is with his own fashion practice. With each sheet bought, 25% of the profit goes to a Nepalase charity.
Just like the clothes hangers, stock has been taken as a huge consideration when constructing the brand. The colours chosen are muted, earthy and neutral, mimicking organic tones found in nature.
Joe Leadbeater
05 / 07
Brand Identity Design
OUGD503
Letterhead / Shipping Receipt Reflecting the same tone of voice, the letterhead and shipping receipt both use muted tones to reflect the brand. The shipping receipt and letterhead both use the same layout, creating a strong, consistant and unique look.
Brief 01 - Organic
Final Boards
Joe Leadbeater
06 / 07
Brand Identity Design
OUGD503
Business Cards A custom embossing plate allows the logo to leave it’s mark different each time, without the wasteful use of ink. The business card contains information convering different aspects of the business; John Patrick himself, as well as a sales and press department.
Brief 01 - Organic
Final Boards
Joe Leadbeater
07 / 07
Brand Identity Design
OUGD503
Envelope
A string bound envelope allows John Patrick’s brand to hold it’s formality even before the receiver knows who the letter is from.
Brief 01 - Organic
Final Boards