by Korey Leach
table of contents ‒ ‒ ‒ ‒ ‒
About Company Branding Locations Products Campaign
about KRUEL is for bold, edgy, confident individuals who know who they are. KRUEL wearers yearn quality and enjoy detail. Those wearing KRUEL are not afraid to stand out. In fact, they covet disruption. Whether that disruption be envy, harmony, or dismay KRUEL wearers rock what they wear.
target customer ‒ ‒
Target: Better Comtemporary
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Size Range: 0-12
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Price Range:$60 - $600
Description: Young, edgy, chic women who aren’t afraid to stand out. The typical customer ranges anywhere from 18-35 years old. Competiors: All Saints Spitafields, Kill City, and Religion.
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logo stationary website locations
branding
about Logo
The thought and meaning behind KRUEL’s logo is as significant and detailed as each piece created within the brand. Before selecting the company’s name, the designer knew she wanted to incorporate herself within the company’s name. She also knew she needed to find a name that would perfectly reflect the essence of a dark, edgy clothing company. As a result, KRUEL was born. KRUEL is composed of five letters, which reflects the five letters in the designer’s name, and her initials, KRL are found within.
significance of five
When designing the logo, the designer chose to focus on the significance of five, which represents the number of letters found within the company and its designer’s name. However, basing the logo on the significance of five gos far beyond that meaning. In addition, five has been regarded as mystical and magical, yet essentially ‘human’. We have five fingers and five toes on each limb extremity. We commonly note five senses - sight, hearing, smell, touch and taste. We perceive five stages or initiations in our lives - eg. birth, adolescence, coitus, parenthood and death. Last but not least, according to various mythologies, the universe is comprised of five classical elements: water, earth, air, wind, and fire.
Why the sticks?
KRUEL is a dark, edgy clothing brand. Therefore, it was necessary to display five in an eerie, peculiar way. These sticks were collected from the woods, and the woods tend to typically give off a since of fear due to the unknown that lies within.
C=0 M=0 Y=0 K=100
C=73 M=65 Y=63 K=6
Big Carlson abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
Orator Std abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz (Font in logo created by designer)
C=11 M=8 Y=11 K=0
C=48 M=45 Y=47 K=9
Locations
Los angeLes
New York
London
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Footwear Perfume Trousers Graphics Leathers Knitwear
products
campaign ‒ ‒ ‒ ‒ ‒
Spokesperson magazine advertisement Outdoor advertisement Street advertisement Transportation
Freja Beha Erichsen
STAgE OnE, TWO, & ThREE
street advertisement
vehicle advertisement
thank you ‒ ‒ ‒ ‒ ‒
Telephone:(323)377-4487 kruelclothing@gmail.com Twitter:@kruelclothing Instagram:kruelclothing Facebook:/kruel-clothing