CHESTER BERNARD by Rehan Beyg

BIOGRAPHY

Biography What is Chester Bernard?

A company that makes shirts, ties and accessories for sophisticated and trendy men.

Who is it for?

Sophisticated and trendy men a.k.a the millennial men.

PERSONA

Biography Key Buyer Personas The target audience for Chester Bernard can be divided into these 5 key personas. -

Men aged 25-35 that value individuality and want to look different in the work place.

Men aged 28-45 journeying along a successful career, are fashion conscious and love luxury brands. They value quality, style and brand experience over price.

Men aged 18-34 that work in a jeans & tees work environment and only buy shirts for formal occasions.

Men aged 18-40 that although admire the product, do not have the budget

Women purchasing for their boyfriends/husbands as gifts.

PERSONA

Biography Buyer Persona 1: The Corporate Climber Age: 25-35 Determined to make it by their mid 30s, these young rising males can sport a Chester Bernard shirt every day at the work place. They may not always have the budget to spend on luxury brands, although they aspire to be able to afford them some day. This audience group responds well to sales and special offers and is generally well connected and tech savvy. With a profound sense of individuality, these guys want to look good and stand out in their otherwise boring work place.

PERSONA

Biography Buyer Persona 2: The Luxury Man Age: 28-45 Empowered, well- educated and successful, the luxury man does not compromise on brands. They pay special attention to personal style and grooming and buy what they like because they can afford it. VIP events, eating out, social gatherings are all a big part of their lifestyle. While the Corporate Climber dresses to impress, the luxury man has nothing to prove. For the luxury man, quality, style and brand experience are more important than price. At the end of the day, these men have to be sold on your brand value.

PERSONA Buyer Persona 3:

The Wedding Man Age: 18-34 The wedding man doesnâ&#x20AC;&#x2122;t need a lot of Chester Bernard shirts in his wardrobe. In fact, this group struggles to dig out something proper to wear on a given wedding/party night. With a work environment where jeans and tees are the norm, building a Chester Bernard wardrobe is really not on their agenda. If convinced with the brand however, the wedding man is likely to return every time he needs a new shirt or recommend your brand to anyone looking for the same.

PERSONA Buyer Persona 4:

The Cant Haves The cant haves love what you have. However, they can’t even think about spending that much money to get what you want. They’d much rather take out the time, buy the cloth and have their mother’s tailor stitch the shirts at 1/3rd the price. As such, this group of males will serve as a negative persona for Chester Bernard. Buyer Persona 5:

The Gift Giver This group of buyers mainly consists of women that want to buy a shirt for their significant other. In some cases, these may be women returning home on vacation while their husbands are on duty in the Middle East. They’ll look to stock up on Chester Bernard shirts because they’re getting quality with style. In other cases Chester Bernard may serve as the ideal place to buy a sophisticated gift for their love interest or life partner. This group of buyers responds well to sales and special offers.

PERSONA Common Interests of Target Group: Digitally Connected and love new technology Focus on individuality and looking different. Pay attention to grooming and style Love shopping and fashion Career focused- determined to make it Love music, sports and movies Follow news and public figures Focus on quality.

CORPORATE BRAND IDENTITY

THE LOGO

Biography

COLOUR PALETTE

Biography Primary Colour

Secondary Colour

Pantone 188 C (Maroon)

Pantone 426 C (Grey)

Pantone 7499 U (Off White)

TYPOGRAPHY

Primary Typeface GARAMOND PRO (Regular) ABCDEFGHIJKLMNOPQRSTUVWZYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()+{}”:?

Secondary Typeface GARAMOND PRO (Italics) ABCDEFGHIJKLMNOPQRSTUVWZYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()+{}”:? Secondary Typeface GARAMOND PRO (Bold) ABCDEFGHIJKLMNOPQRSTUVWZYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()+{}”:?

DESIGN

Packaging

Closed Box

Open Box

PACKAGING

Bag Card Reciept

PACKAGING