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seventeen portfolio: one to seven Katie Ottewell N0367214 FASH20003
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Contents one to seven: the brand
one to seven: the launch
Pg 3 Pg 36
one to seven: the branding
one to seven: the future
Pg 8
Pg 49
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one to seven: the brand
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one to seven wants the make-up shopping experience to be stress free and practical while still providing a beautiful product and interactive consumer experience. We understand our consumers’ busy lives and want to be there to support this. Our brand will be there for the busy times and will be designed to be easy to navigate and create an enjoyable shopping experience. The products are shopped in seven categories and through engaging product placement, giving unique experience from an affordable high-street brand. We want to stand out both physically, in the way our product and stand are designed, but also in the market as a sophisticated alternative at a reasonable price point.
Mission Statement Mission Statement: Katie Ottewell and Natasha Stock
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brand aesthetic clean futuristic clinical It is important to know what your brand stands for before you design how it looks, as the aesthetic will depend on the personality of the brand.
brand attributes
sophsticated
brand personality helpful mature
brand promise
friendly
low price point
knowledgable
customer come first useability is key up to date products interactive expereince
Fig 1 - Brand attribute diagram, 2014
6 Past research showed that the 25-35 consumers wanted more sophisticated packing from their makeup products. A common denominator between the consumer groups (family focused, friend focused, career focused and relationship focused), was that they wanted it to be quick and easy to buy.
consumer needs quality product
function first
quick and easy
sophisticated
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the conept : seven categories
1
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prep
5 6 eye
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face
lip
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cheek
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nail
brow
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one to seven: the branding
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final name
ONEtoSEVEN onetoseven one to seven One To Seven OneToSeven
ONETOSEVEN
one to seven
ONE TO SEVEN one2seven one two seven
1 to 7
1 TO 7 127
the name
The final name was chosen because it was easily recognisable and could create an effective logo. It also meant the name was pronounced the way it is suppose to.
1.2.7 1-7
1~7 1:7 1/7 1.7
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the font
one to seven one to seven one to seven
one to seven
one to seven one to seven
one to seven
one to seven one to seven
one to seven one to seven
one to seven
one to seven
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pink and red
purple
monochrome
It was important to see what colours where saturated in the make-up market in terms of logos. It was found that black and white and pink and red where the most popular. For this reason when choosing colour these were avoided.
colours to avoid
yellow green
Fig 2 - colours to avoid diagram, 2014
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Fig 4 - Green moodboard, 2014
Fig 3 - purple mood board, 2014
colour scheme inspiration
Fig 5 - Yellow Moodboard, 2014
13 It was decided that instead of using trend lead colours a gradient of one colour would be better. This would then we the colour that one to seven is recognised by. The colour gradient could then be played on within the seven categories.
final colours
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logo development
final logo
The final logo was decided because it used the colour scheme effectively as well as being practical to apply to products, packaging, online and in-store. Fig. 6 Logo development, 2014
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Fig. 7 Stand inspiration moodboard, 2014
interactive: practical: organised: easy to use: sophisticated: futuristic
stand inspiration
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Fig. 8 intial stand sketch, 2014
stand design: initial
Fig. 9 Three stand designs, 2014
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stand design: development
Fig. 10 Two stand developments, 2014
18 The final stand is design to fit in the self-service makeup section of Boots. It has a areas to display all the product so that consumers can look and test them and then draws below organised so they can find the product which is packaged in a box. There are also display spaces for the boxes as they are design to be visually pleasing and stack in interesting ways. There are areas of white in each section which are display areas for limited edition and new product. In sections with less products there are interesting display areas such as product carousels to add interest. The stand incorporates the gradient with each section being a different shade
colour gradient from light to dark
stand design: final 3D angular triangles for top of the stand
Fig. 11 Final Stand Design, 2014
interactive product placement but well labelled for easy use
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lighting
The stand will use lighting to create an interactive consumer experience using new technology the lights on the stand will change colour when people touch it. The areas in white light for limited edition and new products will be bottom lit but when the consumer reaches in the area it will change to be top lit. the colour of the lights will mirror the colour gradient along the stand.
Fig. 12 lighting moodboard, 2014
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packaging boxes: numbered: interesting shapes: clean lines: minimal aesthetic: viewing window
Fig. 13 packaging Moodboard, 2014
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packaging: intial designs
three shapes chosen: hexagon: triangle: square
Fig. 14 Packing intial idea (6), 2014
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packaging: development
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packaging: templates
Fig. 18 Template 0, 2014 Fig. 19 Template 1, 2014 Fig. 20 Template 2, 2014 Fig. 21 Template 3, 2014 Fig. 22 Template 4, 2014 Fig. 23 Template 5, 2014. Fig. 24 Template 6, 2014 Fig. 25 Template 7, 2014
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Fig. 26 Packing prototypes (8), 2014
packaging: prototypes
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1 prep
2 face
packaging: final 3 cheek
4 brow
Fig. 27 Final packaging (8), 2014
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5 eyes 6 lip
packaging: final 7 nail 0 limited edition
Fig. 28 Final packaging (8), 2014
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Packaging: final The three final shapes were chose because they are interesting but also because the stack easily. The windows in the front of the boxes will allow the consumer to see the product without having to take it out. They have a high end feel and add luxury to the products.
Fig. 29 Final packaging (3), 2014
Fig. 31 3D products (7), 2014
Fig. 30 product design , 2014
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the product
angular: interesting shapes: fit packaging: easy to use: reccognisable: sophisticated `
29 The products were designed to mirror the packaging and also the style of the stand. Interesting shapes were used where possible to make that instantly distinguishable from other brands. What was used for most of the products as they come in coloured box.
products : branded
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online website: homepage
To give a ore of a sophisticated feel to the brand, one to seven would have its own website.
Fig. 33 website homepage, 2014
clean: easy to nagigate: sophisticated: links to social media: online shop
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website: who we are
Fig. 34 website who we are, 2014
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website: products
Fig. 35 website products, 2014
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website: product: prep
Fig. 36 website prep page, 2014
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website: mobile
homepage
side menu
who we are Fig. 37 mobile site, 2014
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website: mobile
products
side menu
Fig. 38 mobile site, 2014
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one to seven: the launch
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seven stage launch
2 1 Slowly start Send out to release information in-store via teaser leaflets, email Boots card holders
press pack to magazines and papers as well as bloggers
3 Create
4 seven
5 Launch
6 social
7 Launch in
online hype and be able to win the chance to be at the launch
day count down, releasing the ranges for each catagory online for the week leading to launch
party, seven stages of the night which change with light and music
media – participate every day and win something at the end of the week when it launches
all stores with limited edition bags. Buy from one category you get a free sample
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information leaflets cut outs: folding: shapes: tacktile
Fig. 39 Information leaflet moodboard, 2014
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closed
Leaflets will be in-store several weeks prior to release and will be distributed in bags when people have made a purchase in Boots. They have the release date, social media links and information about the seven categories so the consumer will be aware of the way to shop before release.
leaflet: final open
cut out
cut out
Fig. 40 Information leaflet design (4), 2014
Social is our opportunity to show our consumers that we appreciate them and are thinking of them. We could do this by having regular giveaways, always responding quickly when they reach out to us and sharing photos or tweets that they send us. onetoseven must also keep its consumers up to date with new developments of the brand, such as new products.
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social media chosen channels
aims and objectives
tone of voice
Gain 20,000 followers and likes in the first 6 months
warm and friendly , but make-up know how authority edge
Engage with consumers and create conversation
talk about reletive things with sublte links to consumer
Get people talking prior to launch, during launch and after on all channels
Have a routine so cunsumers know what to expect. Asign each day of the week to a different category e.g Monday is prep
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Fig. 41 facebook -, 2014
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Fig. 42 Twtitter, 2014
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Fig. 43 instagram, 2014
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Fig. 44 pinterest, 2014
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social media: launch launch friday 01.07 before
during
after
create following so as many people as possible can be reached on the launch
member of the public will have the oppotunity to win the chance to be at the launch party
continue to run competitions for products as well as unique expereince
ask current seventeen follows to join one to seven on social media, as well as the leaflets and blogger and magazines sharing social for one to seven
If followers have completed a task every day in the run up to the launch they will recieve free products and the winner will be announced over social meida
Have guest people to create boards on pinterest, including consumers but also celebrities
On Bots receipts offer people a discount for following one to seven on Facebok and Twitter Each day in the week before the launch, release a category and all the products in it. Link peple on social media to the website where they can view the products
At the launch event there will be a photoboth. This will link straight to social sights so followers can see who is attending Deccorations and food will be theme, which is something people enjoy sharing on social media so will help create a buzz on the night
comment on things which are relevent to our consumer both personally and in the media to keep them up to date. Possible expand into new social channels once targets have been achieved for urrent social meida sites
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Fig
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press pack
Fig. 45 press realease box , 2014
contains: 1 press release, 7 products, 1 box, 1 launch invite
sent to: magazines, bloggers, make-up artists
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Instore: bags On the week of the launch there will be new bags in store to promote the brand. The bag shape reflects the stand and packaging.
final bag design
Fig. 47 Bag designs (5), 2014
48 There will be seven stages to the evening to mirror the brand. Each time the party enters a new section the light will darken in the gradient of the brand colour. The music will change as well to create a shift in atmosphere.
launch party: interiors
Fig. 49 launch interiors moodboard, 2014
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one to seven: the future
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Once one to seven has a good social media following they could expand into other social activities such as snapchat. They could post their username on their other social channel to gain a following. Snapchat would be good as the messages go straight to the followers phone and they are guaranteed to receive the message sent.
onetoseven
Fig. 50 snapchat, 2014
social media
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one year anniversary: concept store
Fig. 51 concept store moodboard, 2014
52 After establishing itself in the market and gaining a good reputation and following, one to seven could collaborate with other makeup brands, makeup artists and fashion labels to create interest around the brand and a basis for new products.
collaborations
Fig. 52 collaborations, 2014