THE RE-BRAND OF THE ONLINE FASHION LABEL ME&THEE Me&Thee create stylish body-con women-swear using reflective patterns based on a different theme each season. They specialise in designing beautiful Wearable dresses and separates in digitally printed silk and jersey. Brian, the founder of the company asked me to help him with the Re-brand of Me&Thee when I met him during a visit to his factory. The current logo and visual identity is very rushed and lacks concept, it failed to Reflect the quality within the products in which they sell. This was due to Brian designing the logo himself to save money, but as Me&Thee started to become global and their dresses became a high demand, he felt he needed to get some help, and I was more than happy to help, so that evening Frankie and I decided to re-write our brief and use me&Thee as the base, this way we were making out collaboration live which was very exciting.
Collaboration brief Olivia Chapman Frankie Roberts OUGD301 Design practise
Collaboration brief Olivia Chapman Frankie Roberts OUGD301 Design practise
THE RE-BRAND OF THE ONLINE FASHION LABEL ME&THEE We began to brainstorm ideas. Frankie and I were both really inspired as we enjoy textile and surface design, so we them had the idea of proposing to create a new print, not for their garments but for their visual identity, as if we used one of their existing prints, they would have to change the branding every season as their prints are always changing. So we started experimenting with colour movement, and photographing different ways of capturing colour movement, we would then use the images to create a reflective pattern for their visual identity.
THE RE-BRAND OF THE ONLINE FASHION LABEL ME&THEE We continued to develop ideas for their re-brand by messing about with logo designs and researching into them as a company so that we could get a good concept to work from. I kept in touch with brain and met up with him several times to discuss the progress we were making, this was really good experience for me as it was live and I had never worked with a big client before. He told us that he really liked the experiments with the ink moving in water, so we decided to base our designs around this and started reflecting some patterns. We decided on a logo, we felt that this worked well for our target audience, and as the and sign was reflective like their digital prints, it had a good concept and suites the company as a whole.
Collaboration brief Olivia Chapman Frankie Roberts OUGD301 Design practise
Collaboration brief Olivia Chapman Frankie Roberts OUGD301 Design practise
THE RE-BRAND OF THE ONLINE FASHION LABEL ME&THEE We then applied our logo to our ink images and started to think about stock choices for the business cards, flyer始s and tags. Brian gave us some samples of his current range in identity so we decided to use this a base of what we were to produce for him. We kept in theme with the concept of reflection and decided to use a shiny stock on folded white card with the logo printed onto, so that the logo was reflected on the shiny stock. In addition to the branding and identity we decided to come up with the idea of making some interactive for their client base, so we created a piece of promotional material for their online store. We designed an interactive silk poster which turns into a head scarf show below, when the scarf is worn correctly in a bow, the logo is shown at each end of the tie, promoting them to their target audience, young girls. Brian was happy with our ideas and visual outcomes and we were happy to hear that he will be using them for his Re-brand next season.