BRANDING HOPE CLOTHING BRIEF: Re-design the brand image of Hope clothing store who specialise in mens and womens clothing. Hope clothing is a small clothing boutique selling menswear and womenswear. Hope clothing’s current logo design (i) uses vibrant green colour and garish vectored imagery which do not appeal to the clothing boutiques audience. It is not a considered design and does not accurately reflect the store and the clothing they sell. In order for the viewer to be instantly aware of the quality of clothing the store has to offer, I wanted the brand to have a minimal yet bespoke appearance. The colour scheme of the new logo (ii) utilises neutral tones and black in order to exemplify the stores ethos.
(i)
KIRSTY FRUIN (1/3) OUGD301 BRIEF 4:: Hope Clothing
(ii)
BRANDING HOPE CLOTHING The Hope logo has been blind embossed into the business card, swing ticket and merchandise bag label. Using this specialist printing technique indicates the quality of the store, as this is essentially what is selling the store to the customers. In having only the blind embossing on the front and the stores information printed in one colour, black, on the reverse it allows the print collateral to remain minimal yet informative. All the print collateral is printed onto the same stock 160 gsm satin coated cream card stock, which is then duplexed onto 1mm white mountboard in order to give it more stability and durability. The business cards are blind embossed on the front and have the stores contact information printed on the reverse. This subtle blind embossing on the front of the business card creates a clean, fresh appearance. The Hope logo is then printed onto the reverse in black type to ensure it is obvious that it is the Hope clothing boutique The swing ticket is printed with the blind embossed logo on one side and the products barcode and price on the reverse. Again, this allows the swing ticket to remain minimal but have the relevant information present for both the customer and the store. The swing ticket is attached to the product using 0.5mm wax coated twine. The stores merchandise bags will come in three different sizes to enable different sized products from the store to be packaged accordingly. These bags are plain black and have a mini business card attached to the bag with a peg; this card is square format, to follow the dimensions of the bag and is blind embossed with the stores logo on the front and the stores contact details and opening times on the reverse. This will allow the customer to retain a record of the stores information for future reference, whilst being able to re-use the bag again. The stores open / closed sign is also printed in black onto the same stock and duplexed using white mountboard. The sign includes the stores logo design and the words ‘open’ or ‘closed’ on either sign, this uses bold type to improve it’s legibility so that customers can see from a distance if the store is open or closed. The closed side of the sign also includes the stores opening times to inform customer as to when they can return to the store whilst it is open and essentially bring more customers to Hope clothing boutique. This sign will be attached to the shop door via the black cotton coated wire hook.
KIRSTY FRUIN (2/3) OUGD301 BRIEF 4:: Hope Clothing
BRANDING HOPE CLOTHING The clothing store website will consist of four pages: -menswear -womenswear -the shop -contact This will allow customers to purchase items online or locate the clothing store to visit. I have used the same colour scheme on the website design as I have throughout the print collateral in order to ensure brand consistency. Hope clothing will also be available on tablets and as an app. Customers can browse the store products at their leisure and contact the store if they desire. I am going to propose these designs to the manager of Hope clothing boutique over the Christmas period. If approved, this will allow me to continue working on this brief and extend the range of products I have proposed into lookbooks, gift cards, loyalty cards, store wrap, shop facia, window display and store layout.
KIRSTY FRUIN (3/3) OUGD301 BRIEF 4:: Hope Clothing
HO PE CLOTHING