body positivity brand book

Page 4

BRAND
lena abo-rashed
BOOK
CONTENTS BODY BODY BODY 1. brand values 2. consumer profile 3. brand onion 4. positioning map 5. pen portrait 7. brand logos 8. font & sizes 9. final design 10. colour palette 11.advertising mock ups

BODY BODY BODY BRAND VALUES

As a brand that focuses on body positivity it is vital that we are as inclusive as possible. The graphic t-shirts that will be made will need to be available in a wide range of sizes, especially focusing on bigger sizes as they are the ones that are left out the most.

We also need to make sure that no offensive designs or language is used, and that consumer satisfaction is the most important thing. A t-shirt may seem like a simple thing but it is a very useful communication piece, our designs are just that, a way to communicate body positivity to the world.

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CONSUMER PROFILE
•Comfortable clothing •Stylish •Into fashion •Helping others FASHION NEEDS •Trendy •Multiple sizes •Can mix with other styles BRANDS THEY LIKE •ASOS •Pretty little thing •Urban outfitters DEMOGRAPHIC •18-45 •All body types •Aimed at women but others may like it TRENDS •Follow trends that are inclusive and cater to all sizes 2
INTERESTS

BRAND ONION

A way to break down characteritics of a company. This represents key parts of my brand PERSONALITY VALUES ESSENCE Stylish Original Trendy For all Consumer needs Inclusive Positive Tops Fashion ACTIONS AND BEHAVIOUR Designs that dont offend Carries sizes for all 3

This helps find gaps in the market. I’ve added other well known brands to better understand where my brand would fit best.

POSITIONING MAP
MASS MARKET AFFORDABILITY EXCLUSIVITY NIKE SUPREME LOUIS VUITTON GUCCI VERSACE BALMAIN PRETTY LITTLE THING ASOS BOOHOO
MARKET
limited tops at an affordabe price to fill it. 4
PRESTIGE PRICE POINT
GAP IN THE
Make

MEET LUCY

Meet lucy, 26, a body positive activist and fashion blogger. She spends her time researching different fashion brands that cater to all different sizes and reports it to her blog followers.

Lucy used to have a hard time with her self-confidence and how she looked but as she has gotten older, she has since grown to love her body and appreciates its capabilities. She now makes it her mission to help other women feel good about themselves too.

She mainly shops online as many stores don’t carry larger sizes. Her go to is ASOS as they have a wide range of brands to choose from and even have their own plus size collection. She likes to dress to impress, she knows what looks and what doesn’t. lucy likes to wear clothes that can be styled up and down to create completely new and different outfits.

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PEN PORTRAIT

The logo that will appear on tags

BRAND LOGOS

The official logo for the brand that will appear on the tops.

The logo that will be on clothing labels

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FONTS AND SIZES ALL WRITING USES AVENIR NEXT AS THE FONT, LOGOS ARE MADE BY HAND ON ADOBE ILLUSTRATOR Main body text - 13, regular MAIN BODY SUBHEADING- 15, MEDIUM, ALL CAPS SMALL TITLES - 25, MEDIUM ITALIC, ALL CAPS LARGE TITLES - 55, MEDIUM ITALIC, ALL CAPS 8

FINAL T-SHIRT DESIGN

The final t-shirt design, including what the label and tags would look like.

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DESIGN COLOUR PALETTE

ADVERTISING

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M O C K U P S

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