Key to Eureka brand launch pack by Nicole Ng

KEY T

EUREK

the minimalistic style

UNLOCK ME

Ever thought there’s nothing to wear in a wardrobe full of clothing? There’s the problem...

FAST FASHION CONSUMPTION

UNL OCK T HE R E ALI T Y

R E ALI T Y

T HIS IS

Demand for fast fashion clothing contributes to

this...

RANA PLAZA collapse in Bangladesh, 2013

... and t his ... The average piece of fast

fashion clothing is only worn 5 times before it is sent to landfills or â&#x20AC;&#x153;recycledâ&#x20AC;?.

...T HIS IS H AP P ENING NOW!

S ED NE

CH ANGE --

H AP P EN--

. . .

E T HIS IS T HE K E Y T O Y OUR FU T UR E 09

We encourage our consumers to be more cautious and shift away from today’s

“ throwaway society ”

KEY T

EUREK Key to Eureka Key to your Future

HO W W ILL Y O U C O N T R IB U T E ? ? 13

BR ND

O V ER V IE W

- Kotryna Adomaitytė

“

Fashion is not just clothing sewn out of fabric. It is an opportunity to express yourself and the desire to surprise you! I am fascinated by minimalism and exclusivity, which is reflected in my work.

”

- Kotryna Adomaitytė

(Designer for Key to Eureka)

W HO

RE W E?

Key to Eureka by Kotryna AdomaitytÄ&#x2014; is a clothing brand that helps unlock the balance of

SUSTAINABILITY, SIMPLICITY and

FUNCTIONALITY. Taking inspiration from Scandinavian fashion, architecture and lifestyle such as minimalism, each piece is uniquely tailored with comfort in mind, to last season after season and redefine the meaning of consumption.

Unlock Kotrynaâ&#x20AC;&#x2122;s designs and enter into our world and passion for ethical fashion consumption.

We welcome you... to our minimalistic world

DE FINI T ION OF EUREK jʊ(ə)ˈriːkə exclamation : Used to express joy or satisfaction when one finds or discovers something

BR ND V ISION To unlock joy through modern and functional designs that inspire a minimalistic lifestyle and mind-set towards a more ethically consuming society.

BR ND P R OP O SI T ION To create functional slow fashion pieces that inspire and unlock a minimal, modern and mindful approach towards a sustainably consuming future.

K E Y V L UE S Simplicity – less is more, timeless, calming; designs inspired by Scandinavian minimalism. Guiding you to adopt a slow fashion mindset and slow

E 20

living lifestyle.

Comfort – quality, feelgood, freedom; Comfort is KEY, made with feelgood garments in mind that creates joy when wearing them and are effortless to mix and match.

Sustainability – ethical consumption, positive change, down to earth; Made using vegan and good quality, sustainable materials that will last beyond the seasons.

Functionality – modern, tailored, versatile; Adopting minimalist mindset and creating designs that are functional, providing versatile ways of wearing every piece.

P ER S ON LI T Y Minimalistic simple, joyful, efficient

Conscious caring, honest, mindful

Empowering inspirational, androgynous, passionate

Sophisticated smart, classic, beautiful

INSP IR T ION B O RD

BR ND E S SENCE Key to Eureka. Key to your Future

TONE OF V OICE W E AR E NE V ER:

Lazy

W E AR E:

Honest

Fast fashion

Passionate

Wasteful

Conscious

Ignorant

Realist

Frivolous

Purposeful

BR ND IDEN T I T Y LOGO

KEY

EUREK

I N CO R ECT US E O F LO GO

Key to Eureka’s logo has been designed with minimalism in mind with the hidden key and lock in light grey and slightly bold to be inviting and reminding the consumer of the doors to conscious consumption. The peachy beige and the terracotta colour for the font highlights the Scandinavian colours which is the root of our inspiration and are warming colours to the consumer. The circle encapsulating the name represents the complete thought process of ethical consumption.

KEY

EUREK

Don’t bold the font

Don’t change the colour

Don’t desize the circle

Don’t add any effects

COLOUR S

MEADOW

LIGHT GREY

BROWNY

GRASS

C = 18 M = 24 Y = 35 K=3

C=0 M=0 Y=0 K = 15

C = 19 M = 26 Y = 35 K=4

C = 20 M=9 Y = 17 K=0

BROWN BLUSH C = 19 M = 44 Y = 47 K=7

PEACHY BEIGE C = 10 M = 19 Y = 27 K=0

ELEGANT CHARCOAL C = 38 M = 31 Y = 29 K = 21

TERRA C = 10 M = 45 Y = 52 K=5

FONT

Meadow is used for the titles and for some subheadings and elegant charcoal is the font colour for the main text. Meadow, grass, browney and light grey is used for block colours on the pages and for background colours. Brown blush is also used for background colour and also for subheadings.

There are two fonts that Key to Eureka uses. The first is Raleway which is the main font used for most of the text and also for subheadings as it is easy and simple to read. The other font used is URW DIN, typically used for titles or large texts that are required to stand out as it is uniform and sleek portraying the minimalistic aesthetics. This font is also used for the logo.

RALEWAY - A a

URW DIN - A a

AB C D E FG H IJ K LM N O PQ R STUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstu vwxyz 0123456789&!?@£$%^*()[]

0123456789&!?@£$%^*()[]

BR ND USP Unlocking modern and functional designs that encourages a minimalistic approach towards your personal-style that transcending into your life-style.

DIFFEREN T T ION We are different to other brands as we give support, advice and educate our consumers on how to live a more sustainable, optimal and simple lifestyle towards their future self, first through their consumption and encouraging a more sustainable way of consuming clothing which influences lifestyle outlook. Our products will be produced in the UK to support British craftsmanship.

The Kellerâ&#x20AC;&#x2122;s Customer-Based Brand Equity Model helps build a brand that will engage with the customer on multiple levels. If done well, will help to achieve loyal customers who have a strong emotional connection with our brand.

R E S ON ANCE

R AT ION AL

K ELLER â&#x20AC;&#x2122;S BR ND EQUI T Y MODEL

Consumers sees brand as a special purchase and an investment into their wardrobe, helping them to create more meaningful purchases, supporting a brand that encourages slow fashion and consumption, keeping up with their social media page on how to embrace elements of a minimalistic lifestyle.

JUDGEMEN T S High quality, no animal cruelty materials used, innovative and creative designs, timeless pieces.

FEELING S Feel good purchasing from a brand that cares about sustainability and supports slow fashion, wearing something that will be cherished.

P ER F OR M ANCE Functional, adaptable styles to wear, high quality - durable and long lasting, comfortable, minimalistic.

EMO T ION AL

IM A GER Y Environmentally friendly, reducing waste and consumption, ethical, stylish and sophisticated.

S ALIENCE Encourages to purchase and invest in good quality pieces that will last season after season - timeless. Informative Instagram/ social media pages to promote slow fashion and consumption with a website that offers transparency of their prices and processes.

M RK E T

O V ER V IE W

CONS CIOUS CONSUMP T ION M C R O T RE N D

Due to convenience culture it has enabled mindless consumption with fast fashion and bad quality garments that do not last which then end up in landfills. However, more consumers are abandoning the â&#x20AC;&#x2DC;more-is-betterâ&#x20AC;&#x2122; mantra drawn up by the unchecked capitalism by previous generations - creating more meaningful materialist mindset which will be the future of this trend. Moving forward, with more thoughtful and ethical consumption on the rise, Key to Eureka will find competitive advantage of incorporating CSR into their production processes and with the demand from consumers will therefore gain their interest and loyalty. We will also be working with UK non-profit organisations such as Greenpeace to work towards reducing unsustainable consumption.

TREND INNOVATORS

TREND DRIVERS

Carmen Hijosa PiÃ±atex

CONSUMPTION OVERLOAD

Safia Minney

ECO FRIENDLY

EXPLOITATIONS

TREND IMPACT

TREND CONSEQUENCES

TREND FUTURE

LESS IS MORE/ MINIMALISM

ORGANIC / FAIRTRADE

SLOW FASHION

TREND INNOVATORS

TREND IMPACT

Companies (^Google)

STRESS

Influencers

RETAIL THERAPY/ OVERCONSUMPTION

Family and friends

TREND DRIVERS

MENTAL HEALTH

TREND CONSEQUENCES

TREND FUTURE

VR TECHNOLOGY/ ESCAPISM

ETHICAL CONSUMPTION

CHANGE IN LIFESTYLE

MINIMALISM

MINDFULNE S S MEN T LI T Y M C R O T RE N D With increased pressure from society in this generation, more and more consumers are feeling the stress and anxious from their daily life. In order to support mental health and wellbeing, more people are turning to making their lifestyles more simple and relaxing to adapt to their demanding situations in everyday life. Key aim is to create positive mindful mentality and steer away from negative thought patterns. Actions such as daily meditation, use of virtual reality as an escapism tool, digital detoxes or friendly therapy sessions can work for some people. Moving forward, Key to Eureka will create a community for our consumers to feel they can join to make change on their life to be minimalistic and help to create an impact with wider spread knowledge and contributing positively on social issues and better themselves.

SIMP LE SL O W-LI V ING MICR O T REND With our fast-pace lifestyle in society today, we are overwhelmed by the vast amount of products and ‘stuff’ to offer in our lives that we have forgotten what it is like to have less. Less stuff. Less stress. Less expectations. Less to do. Less to be. Less to prove. According to Erin Loechner, slow living is a duality of caring more and caring less - working out what’s worth caring more about and letting go of the things that aren’t. Every person will approach this in different ways but Key to Eureka will encourage, advice and educate those on how to live mindfully, getting in touch with their personal values, letting go of excess clutter in our homes and cultivating self-awareness to allow positivity to radiate productivity and happiness.

TOTAL T R NSP RENC Y MICR O T REND By making consumers more informed on supply chains, production processes and transactions that garments go through to get the finished product to them, consumers are therefore more likely to understand the issues that are caused in clothing industry and more likely to take action in their own consumption and sustainability. Key to Eureka will implement this and allow consumers to have a better understanding of the overall ethical consumption processes and where prices come from and educate consumers on what goes on behind closed doors in business. This will create advantage in gaining consumer trust by sharing this with them and encourage better conscious/ethical purchasing decisions.

M RK E T P O SI T IONING VERY LOW SUSTAINABILITY

VERY SUSTAINABLE

Sustainability in terms of use of sustainable material and encouragement of ethical consumption

SUS TAIN A BILI T Y LOW SUSTAINABILITY

MODERATELY SUSTAINABLE

Here we compare Key to Eureka and our competitors on a scale of sustainability in terms of ethical consumption/use of sustainable materials and market level in terms of target market between luxury and highstreet. We are positioned as ethically consciously with the use of vegan/ sustainable materials and with high quality standards that consumers invests in places us in the mid-market range along with our competitors like COS and Filippa K.

HIGHSTREET

LUXURY

M ARK E T LE V E L

MID-MARKET

COMP E T I TOR

N LY SIS

Bite Studios is a luxury sustainable womenswear label that stands for â&#x20AC;&#x153;By Independent Thinkers for Environmental progressâ&#x20AC;?. Founded in 2016, to fill the gap for sustainable fashion with aesthetic designs in each piece, hand crafted and tailored for sculpted fit. Based in Stockholm and London, materials consist of 100% high quality natural organic fibres and ecologically certified, their sustainability values involves three concepts: social, ecological and economic. This means ensuring material sourcing does not damage the ecosystem with a long-term perspective. Whilst also working actively to slow down the pace of consumption, selling garments in a more timeless design that will have a longer lifespan than the average clothing item.

Shaina Mote is a mid-market apparel brand with high sustainability value providing versatile and timeless staples for the distinctive, self-aware woman. Season by season, their collections focus on balancing functionality and fit, produced sustainably; intended to be worn, loved and rediscovered season after season. Founded in 2012, all Shaina Mote pieces are designed, developed and made in Los Angeles. Dedicated to fair, American made production, focusing ethos and practices around supporting the local economy and nurturing the trades and skills found within domestic garment manufacturing. Materials are selected with care and consideration to source, sustainability and longevity.

KEY

CONSUMER S

CONSUMER LIFE S T YLE S This is our ideal consumer personality archetype. They are open minded, conscious and knowledgeable, compassionate about sustainability and ethically aware and with elements of creativity.

10% - The Creator creative, imaginative, innovator.

40% - The Sage knowledgeable, intelligent, expert.

30% - The Caregiver

Our Consumers Archetype

supporter, full of empathy, compassionate.

20% - The Innocent naive dreamers, open minded, saint.

The typical lifestyle of our ideal consumer

W HI CH K E Y CON SU ME R A RE Y O U ?

PRIMARY consumer

CONSUMER P R OFILE S

The CONSCIOUS consumer? (high security lock)

widely conscious on social topics e.g. sustainability, vegetarianism, fast fashion

the high security lock represents the thought process this consumer has with their consumption and are mindful in selecting pieces they will wear for a long time.

TERTIARY consumer

SECONDARY consumer

The MODERN consumer?

The UNAWARE consumer?

(high-tech fingerprint recognition lock)

(old fashioned key and lock)

interested in the idea of minimalism, sustainability, pollution/ reducing environmental impact

not as sustainably conscious or aware of their impact on the environment

the high tech recognition lock represents a trendy consumer, is update to date with the latest trends, some educating on consumption could consider their impact on the environment to encourage change.

the lock and key represents those not as high security and concerned about their consumption. We would like to change perceptions of their outlook on consumption and make them become more aware of these issues..

From an interview with our designer, Kotryna Adomaityte (App.1), she explains what her ideal target consumers would value and the qualities that she thinks they should have. With this and the secondary research conducted, exploring the minimalism movement/lifestyle and their behaviours, here are a few things that have commonly come up in the typical minimalist lifestyle and for our ideal consumers

P R IM AR Y C ONSUMER - T HE C ONS CIOU S the ideal consumer is widely conscious on topics that are related to her impact on the environment, she is creative and artistic,, she likes the simplistic and minimalistic lifestyle. MORE ABOUT THE CONSUMER: - Supporter of the concept of “less is more”. - They are supporters of slow fashion - only purchasing products that they know they will use for a long period of time. - Their make-up is very natural, minimal and healthy looking. - Drinks a lot of water everyday to help with this^ - Vegetarian, enjoys cooking at home. - Likes classic, timeless pieces which can be tailored and functional. - Believes that if something doesn’t serve a purpose in her home she wouldn’t want it in her house as it would add to mess and the fact it is not needed it is not necessary.

KEY T

EUREK

SEC OND AR Y C ONSUMER - T HE MODER N

T ER T I AR Y C ONSUMER - T HE UN AWAR E

is a businesswomen who has too many things to do on her schedule, however she likes the idea of minimalism and simplicity and is slightly aware of the impact of fast fashion, Wants to adopt some minimalism concept to her busy and hectic lifestyle.

not as sustainably conscious but wants something that is functional and tailored that will flatter her body shape and something she can wear easily and effortlessly.

MORE ABOUT THE CONSUMER: - She wants to look stylish that is sustainable and starting to incorporate better quality, timeless and staple pieces to her wardrobe. - Interested in reducing environment impact and minimal waste - Big coffee drinker and likes it with oat milk - Has favourite coffee spot to work - Outgoing - enjoys having drinks with friends on the weekend. - She likes classic, staple and beautiful clothing which can be tailored and gives an androgynous style, looks for functionality

MORE ABOUT THE CONSUMER: - Comfort is key to their lifestyle and living. - Enjoys interior designs and unique pieces to add to their homes. - Like neutral tone colours and occasionally the pop of colour. - Goes to the gym - beginning to create her own at home gym - Likes to invest in designer clothing occasionally, is attracted to big brands. - looks for clothing that is sophisticated with an androgynous style

P RICING R CHI T EC T URE &

R NGE DE V EL OP MEN T

P RICING

R CHI T EC T URE

For Key to Eurekaâ&#x20AC;&#x2122;s first collection, it will feature 3 main pieces consisting of the following multi-functional jacket, classic blue shirt and straight leg trousers. The price of these will cover the costs of materials, hardware, labour, duties and transportation. 15% of the profits will be donated to Greenpeace to support the action to eliminate the uses and releases of harmful chemicals from production chains through committing to deetox. Greenpeace works to rewind habits of unsustainable consumption to live within our planetary boundaries. Key to Eurekaâ&#x20AC;&#x2122;s consumers are millennials who are willing to invest in timeless clothing and have a reasonable disposable income in which they want to spend consciously on pieces that are sustainably made, will last them beyond the seasons and with a part of the profits going to an ethical cause, our consumers are contributing positively towards a better ethical environment.

MULT I-FUNC T ION AL JACKET

CL A S SIC BL UE SHIR T

S T R AIGH T LEG T R OU SER S

£179

£99

£119

R NGE DE V EL OP MEN T ANSOFFâ&#x20AC;&#x2122;S MATRIX The Ansoffâ&#x20AC;&#x2122;s matrix model shows the opportunities that Key to Eureka can potentially produce and expand into for their future range of products.

M A R K E T P ENE T R AT I O N

P R O D U C T DE V E L OP ME N T

Existing Products in Existing Markets

New Products in Existing Markets

- Key to Eureka will sell their collection in their boutique(s)/ concept store in London.

- Key to Eureka can expand and sell accessories such as bags and jewellery using sustainable materials with the minimalistic aesthetic.

- We will also be selling our products through our own website directly to customers.

- We could collaborate with other brands or businesses to create a collection in order to gain awareness and also expand and merge design concepts and ideas. .

M A R K E T DE V EL OP M EN T Existing Products in New Markets

D I V E R S I F I C AT I O N New Products in New Markets

- Key to Eureka will be manufactured in the UK as with British craftsmanship as a USP, could expand collections into America with connections with The Good Trade.

- Key to Eureka could introduce minimalist furniture and homeware products such as organisers and chairs with Scandinavian and Danish designs.

- Collections can expand across Europe with the Scandinavian inspirations and design aesthetic attracting those in Nordic countries such as Sweden and Denmark who should already have an interest in the style.

- Key to Eureka could expand into food with the slow living concepts and introduce restaurants and cafes. - Key to Eureka lifestyle magazine.

R OU T E S TO

M RK E T

E- COMMER CE

ONLINE S T OR E MINIM ALIS T IC DE SIGN

WEBSITE

TA B LE T V IE W

DE S K T OP V IE W

SCAN ME^

On our website, we have the option for purchasing our products which we sell directly to our consumers through online purchase and delivery. There is also the availability of international shipping to certain areas of USA and also in Europe.

CLE AR IDEN T I T Y

BL OGP O S T S

M O B IL E V IE W

L AP T OP V IE W

S OCI AL MEDI A LINK S

‘K E Y ’ J AR GON F OR W EB SI T E TA B S

C ONSIS T EN T L OOK AND FEEL A CR O S S MEDI A S

CONCEP T S TORE We will be launching our first concept store in London near Covent Gardens which will allow customers to experience the Scandinavian/ minimalist lifestyle and ethos through our store . Also with such a popular tourist location it will help spread the awareness of ethical consumption and our values in creating a more sustainable future. Our concept store not only will showcase our first Scandinavian and minimalistic collection but will offer consumers a place to enjoy some fika time and other mindful and ethical attractions. Fika meaning to have coffee, it is a concept, a state of mind that is a part of the Swedish/Nordic culture for a coffee break. Our concept store is different to others as we focus on the consumer's state of mind and wellbeing and the ethical causes we are passionate about mixed with the simplicity and minimalistic atmosphere of the store.

KEY TO YOUR FUTURE

Changing rooms will be a visual experience, with the Key to Eureka logo lock to be the shape of the changing rooms doorway.

There will be a coffee shop area in the corner of the concept store for consumers to experience 'fika' throughout their day, as Scandinavian culture is very serious about their coffee.

There will be a bookshelf wall of minimalistic lifestyle magazines and coffee table books to support ethos. The bookshelf unlocks and opens exclusively to members only and is a place to relax the mind with the use of virtual reality where consumers are open to mindful, educating and relaxing experiences.

"Don't give up. Normally it is the last key on the ring which opens the door." -Paulo Coelho

On one of the walls is a machine that gives out little pieces of cards that consumers can take and also gives a little memo for them to keep to remind them of their experience in store and leave the consumer feeling inspired or informed.

Daily motivational, advice or facts about mindfulness or perspectives on ethical consumption or quotes for consumers to keep in their wallet or in a safe place to remind them of us, our values and an overall encouragement for the wellbeing for our consumers.

A little area in store in the coffee shop that showcases Scandinavian design and architecture/ interior providing more of Key to Eureka's ethos and creating the minimalistic feel and cosiness.

COMMUNIC T ION

PL N

12 MON T H CRI T IC L P T H

The first month will focus on setting up the social medias and main website and with initial design and planning ideas for the pop-up box. Instagram posts and blogposts to be posted daily to keep up with engagement. In month 2, the magazine and publication features will help to increase some followers and engagement to the brand. Month 3-4 will focus on the set up and design work around the pop up box. Month 5-7 will focus on the pop-up box tour across the UK during the summer with more people to attract and build the awareness of the brand. During this time, month 4-7, the design and organisation work for the concept store is to be worked on simultaneously in preparations for launch on in August just before summer ends in month 8. During month 8 - 12 the #keytoMYfuture campaign will begin. Between month 9-10, work for the new collection is to be developed for the following year and information and teasers will be released during these two months.

P OP -UP B OX/ S TORE Container/ box is made of recycled paper and cardboard. Promotes our sustainability values.

The exit for the pop-up store. Consumers to leave with some memos and hopefully learnt more about fashion than they did before entering the popup about ethical consumption and sustainability issues in society today.

Inside, will showcase the minimalism/ Scandinavian inspired collection for purchase as well as other attractions surrounding our aspirations of advising and educating consumers on their ethical consumption and improving their lifestyle to be more simplistic and mindful.

QR code to scan to Instagram page and to a questionnaire to find out the level of sustainability and how ethical the consumer is, then will be handed a which key consumer they are to go inside.

Instagramable display on reverse side of box for photo opportunity.

Entrance to the pop up box. At this point, consumers are asked to complete a survey to find out how sustainable they are and how ethical they are in their consumption

Key to Eureka will be announcing a pop-up box tour across a selected few cities in the UK to showcase the minimalism and Scandinavian inspired collection as well as spreading awareness of the brand, ethical consumption and sustainability issues. Consumers to unlock doors to our new brand that would take them on a journey of minimalism and encouraging them to step in and join our brand in creating more conscious consumers, better purchasing habits and looking after pieces that they will value. There will be free sample tasting for 100% organic coffee sourced by Conscious Coffees who have the similar values as we do with their commitment to educate consumers about social, environmental and economic impacts of growing, harvesting, roasting and trading coffee.. There will be a virtual reality experience for consumers to see insights of mindful and educating outlooks and perspectives on ethical consumption issues in fashion and the world today (TBC). Destinations include: London (Covent Gardens) London (Kensington) Birmingham Leicester Sheffield Manchester Leeds + more locations announced nearer the time... Consumers will be able to get a reusable Key to Eureka's canvas bag inside the pop-up box once the consumer has followed the Instagram page or has signed up for the keycard keyring. ^ 100% recycled cardboard packaging for every purchase.

INS T GR M Instagram will be the primary social media account that Key to Eureka will use, featuring posts about sustainability, consumption and wellbeing. Giving consumers support, advice and informing them on how to live a more sustainable, optimal and simple lifestyle towards their future. According to a survey 89% of respondents say they would be interested to know more about this concept to help them achieve a more minimal lifestyle (app. 3).

KeytoEureka

SCAN ME ^

P IN T ERE S T KeytoEureka

SCAN ME ^

These Pinterest boards have provided inspiration and visual insight on the minimalistic lifestyle, concepts for our Key to Eureka brand image and the Scandinavian fashion styles.

#K E Y TOM YFU T URE

C AMPAIGN

Key to Eureka will create a campaign to encourage recycling of unwanted clothes. With the resale market becoming bigger than fast fashion; For every bag of clothing bought into store or drop-off locations where Key To Eureka confirms, consumers will be entered into a competition to win a trip to Sweden and Denmark to experience first-hand the minimalistic countries that started it all. Each bag donated will be recorded in the members key-card and will be tracked and points for sustainability will be earned. These bags will then be donated to thread up, the largest online consignment & thrift store OR other local charities nearby each drop-off location. This will happen after the pop-up box tour and after Key to Eureka gains more coverage and awareness.

K E Y- C RD K E YRING S CHEME Consumers can sign up to be a 'key member' for exclusive news, schemes and launches. They will also get information about meditation classes for the concept store that they can sign up for at a discounted price and memberships with Key to Eureka's future partnerships with other businesses. The key card can also allow the consumer to make an account on the website to keep track of their journey to a more sustainable future self - with recorded information from the questionnaire of the level of sustainability and ethical fashion consumption a consumer enforces, telling the consumer which key consumer they are and advicing on how to contribute more to a sustainable wardrobe. The key card will have a QR code uniquely different for every Key to Eureka member for in-store accessibility with a scanner.

Colour Options ^

Members will get the option to purchase this wallet key ring attachment (image on the left) to store their key card onto their keys, the wallet also allows the consumer to hold a key inside or to act as a little wallet for credit cards and spare change.

^ can be placed inside the wallet

MEDI

CO V ER GE

T HE GOOD T R ADE Although situated in America, The Good Trade features the design aesthetic and values that Key to Eureka embodies and relates to. The tone of voice and content on the website is welcoming, educational and positive making it an ideal publication to work with and could potentially be an opportunity for both to work together in the future on a weekly publication for the Key to Eureka stores. The Good Trade has readers from all over the world, therefore a blogpost feature on the website to raise awareness of the brand would be beneficial for Key to Eureka.

HELL O! FA SHION With Hello! Fashion's monthly publication, many readers in the UK would choose Hello! Fashion as an inexpensive magazine to pick up and with it's aim to feature the latest trends and fashion, there is a good opportunity to generate awareness from a popular magazine company and with our inspiring story and good cause.

P RE S S RELE SE Key to Eureka announces POP-UP BOX tour across the UK.

KEY T

EUREK Passionate about ethical fashion and sustainability, Key to Eureka are delighted to announce their pop-up box/ store to showcase their brand new minimalism and Scandinavian inspired collection. The start day for the pop-up box tour will begin on Monday 11th May 2020. With simplicity, functionality and sustainability in mind for the collection, Key to Eureka offers consumers support, advice and information on living a more sustainable, optimal and simple lifestyle throughout their store and on their social media in hopes to first encourage minimalistic aspects with their personal style which transcends through to their life-style. Key to Eureka will be offering free samples of 100% organic coffee sourced by Conscious Coffees. Destinations for the pop-up box tour currently include: London (Covent Gardens) London (Kensington) Birmingham Leicester Sheffield Manchester Leeds + more locations announced nearer the time...

Kotryna Adomaityte, designer for Key to Eureka, stated: "it has been an amazing journey developing Key to Eureka and seeing the design and progress of it all. We are excited to see how consumers will take up and immerse themselves into ethical fashion consumption like we do through this experience." 15% of proceeds raised from purchases from the collection will be donated to Greenpeace to support the action eliminate the uses and releases of harmful chemicals from production chains through committing to detox. Greenpeace works to rewind habits of unsustainable consumption to live within our planetary boundaries.

The pop-up event brings together consumers who share the same concern and want to take action to contribute to a better sustainable future self and for the environment, allowing Key to Eureka to guide them towards this brighter and mindful future. - ENDS To keep up to date with information about the event and also to see how Key to Eureka connects with the consumer, please follow the Instagram page: @keytoeureka For further information, please contact PR Manager, Nicole Ng, keytoeureka@outlook.com

CONCL USION To conclude, Key to Eureka will become a meaningful, mindful and strategic brand with great potential if they implement this 12 month communication plan to help them build awareness and spread awareness of ethical fashion consumption and sustainability. With the opening of the concept store and pop-up box tour, it will get consumers involved and intrigued and curious on how ethical consumption can be incorporated and educated in a fashionable way. In future, Key to Eureka will look to expand more of their stores across the UK and into Europe the following year and eventually make their way internationally overseas such as the USA market. Going into the European market should be successful, with the minimalistic and Scandinavian inspired designs that will most likely prove to be quite popular in Nordic countries like Sweden and Denmark since it is a root from home. With the expansion this will allow more awareness about ethical consumption to be spread helping to fulfil our vision of unlocking joy through modern and functional designs that inspire a minimalisticl lifestyle and mind-set towards a more ethically consuming society.

Word Count for brand launch pack: 3907

I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project.

Signed (student) ………………….......................................................………………………… Date …………....................................……