CREATIVE BRIEF COMPANY
PROBLEM
“Totokaelo is a luxury retail company with multiple online and brick and mortar venues. We began with a curated selection of women’s fashion in 2003 and have since expanded into menswear, furniture, lighting, art, objects and home goods. Our mission remains the same, to introduce distinguished and original fashion, art and objects to the world. We represent collections with limited global distribution; designers who possess a distinct sense of beauty and emphasize artistry over commerciality.”
Totokaelo’s identity system is not effective and is forgettable. The whole structure is not strong or tied in together.
The ‘two purposes’ of Totokaelo: Shop and Talk and Clothing and People Clothing.
TARGET AUDIENCE -Age: 24-35 -Generally both men and women with really high income that can afford luxury products. -People who shop here are always looking for ways to express themselves, not just in clothing but also the other areas Totokaelo curates. -People who have a ”thoughtful sense of beauty”
OPPORTUNITY Totokael has a unique collection from different vaarious designers, each with different perspectives and eyes of creativity. It should be a good opportunity to make a change and create something new that represents the beauty and artistic spirit that they have in their identity. Make it different!
SOLUTION Create a new identity system that connects everything and is clearly recognizable and memorable. It will stand out compared to other competiors. It will speak of the values and uniqueness of their brand. It will also communicate the Art and Design to the audience rather than just a plain structure.