Kapa: Brand Guidelines

Visual Strategy

History of the Brand Tomorrow Brand Keywords Yesterday’s Personality Today’s Personality People Who Love Us Market Analysis Competitives Analysis Strengths SWOT Analysis

History of Brand

In 1958, K- Kontroll was established, it specialized in

The brand showed interest towards high street kids during

manufacturing high quality socks. The brand recognition

the 90’s.The ‘Brit pop’ culture was growing in popularity

became the basis for the company’s monetary and reputable

and so was KAPA. The musician Damon Albarn wearing

success. Sales boomed and market demand was continually

products of KAPA was a result of another boom in their

increasing. KAPA was then developed as a sub-brand in an

sales. Involving celebrities helped boost the brand identity.

attempt to recuperate a loss in sales. Moving forward, sports

The company oversaw the influx in young and trendy

was growing an influence within society. KAPA became the

consumers who were buying into the brand’s DNA.Post

first brand in Italy to sponsor a football team named Vitale’s

Millennium, KAPA declined in stature.

boyhood, the partnership propelled the brand to an international scale. In 1984, the brand manufactured the official uniforms for the USA Olympic team, after which KAPA showcased to a mass market that spread across the globe.

Tomorrow New Brand Direction

KAPA will be selling limited release of products which will cater to the want of ‘feeling unique’. The brand will produce clothes and accessories which will be sold extensively in the secondary market.

Tomorrow Brand Promise

We believe in limited and we gratify to the ones who crave for exclusivity. We are fashionable yet comfortable. It’s not too tight, nor too saggy. It’s your in-between that you can wear to school, university, at gatherings, or a date. We guarantee there will not be many who own the same piece as you. You are one of a kind and so should be the clothes you buy. We plan to represent ‘your style’ and we’ve got you ‘your number’, which will remain yours forever.

Tomorrow Our Mission

We sell out quickly and once gone, the limited collections become your own exclusive style statement. All of the numbers, colors and styles are unique, we focus on ‘one-of-a-kind’.

IF YOU

LIVE WITH KAPA ... ...

Brand Keywords

Ticktock

When KAPA releases it’s products, you have to be on an edge.

They sell out quickly and once gone, the limited collections become your own exclusive style statement. You want your number and you want your color and style. So, hurry and be ready to get one and many more ‘one-of-a-kind’.

High-end

Sometimes, I feel nice to splurge a little. Sometimes, I like fashion to be my investment that I can wear and walk with pride. Sometimes, I wish to push my boundaries, experience a feeling that I may not get from buying a simple tee from a usual store. And since I’ve spent a good amount, I would prefer if my outfit was special in some manner.

Exclusive

When high-end meets unique, exclusive is born. I am not easy to achieve, hence the struggle is real but worthwhile. I wish to shine when I am present. It is what defines my generation and makes me exist in unison with others but also hold onto my own identity.

Unique

I like to stand out and feel a little special. I’m not boastful, rather different. I like my choices to have an essence of my personality. I like to have my style reflected in every purchase I make. I wish to be in control and show that I care. When I spend, I am aware how much it’s worth.

Yesterday’s Personality

KAPA was an old-school sportswear brand. It all started with a high school track and field team that the brand could represent.

Later, participation for the Olympic games helped KAPA globalize its position in the market. Sophistication and high street fashion was not the brand’s priority.

Today’s Personality

KAPA, will no longer be a sportswear industry. A world-renowned designer has been hired to use a minimalist color palette. KAPA will be transformed into a trend-following fashion brand. It will be re-introducing itself with a playful and youthful identity. KAPA will also be taking a risky approach of producing limited products and hold sales that is time compressed and deliver a scarcity like situation for their high-end release.

People Who Love Us

Naomi Li

Naomi Li has up to 500,000 followers on Instagram, she charges $2,000 to $3,000 per sponsored photo post. Her Instagram started off, with her buying clothes from eBay and styling various brand products to create her unique look. She sensed an increase in her following when she posted heavy descriptions for every picture posted. She gave in all the details of when, where and how the look was created.

“Instagram started as hobby, I got tired of working at the cafe and finally decided to quit when I was offered my first sponsored deal.�

Charlie Jordon

Charlie Jordon likes to go by C.J. He got interested in fashion from his early teens. His parents believed in his vision and helped him apply for his university applications. He worked hard to built a portfolio and got accepted into a renowned university, RISD. He is a calm guy, who has a sense of style and likes his brands but isn’t boastful about it. He is under a student loan and works a part time job on the weekends at his school library.

“I really like the concept of limited. I like the race. The chase to get it first or else better luck next time, I enjoy being competitive and I love winning even more.�

Cynthia Jones

Cynthia Jones is a hard working individual, she’s recently divorced and is trying to settle into her new apartment. She has been modeling for eight years and wishes to change her path and try something new. It’s been six months since she started her Youtube channel called ‘BeingCynthia’. She has reached over 500,300 subscribers and is excited to see where this takes her. Her channel talks about the brands she has worked with, her experiences as a model in LA. She also enjoys making ‘what I ate in a day’ and ‘make up tutorial’ videos.

“ Fashion world is hard and brutal, but it is also thrilling and exciting. I like being able to stand strong in fuzzy situations.”

“ Fashion is an important word in my life, I can’t image that I am standing the front of a camera and I am unfashionable.”

Nanako Fukui

Nanako Fukui is a Japanese model lives in New York now. She is a fans of Givenchy. She thinks that Givenchy is a fashion brand and it is luxury, but Givenchy doesn’t same like other brands because Givenchy’s personality is more like a teenager. Similar to Nanko Fukui, she chases fashion and young, she would like all of her outfits are unique. She likes hair dying, she considers that different hair color could give her different mood. She is also good at photography.

Karl James

Karl James is a freelance fashion stylist and image consultant specializing in red carpet dressing, campaign, fashion editorial and personal shopping services. He is setting the standard among London’s fashion elite, impressing the industry with his eye for cutting edge style. He has a flare for detail whether it is designer established or emerging - down to the high street and possesses the ability to mix labels, looks and trends to astounding effect.

“ Fashion started as a hobby and now it’s my life. Photoshoots, conceptualizing and being creative is what I enjoy the most.”

Market Analysis

Product Quality and Innovation: With the combination of natural fabric and fancy technology KAPA promises quality products . With constant innovation, new ideas will be applied and made into products that will be trendsetters which will be followed by others.

Quantity and Price: The launch of KAPA’s collection will be twice in a year. KAPA believes in being exclusive and rare, each launch will be of a limited produce. The label of the product sold will hold a unique number which will emphasis on the scarcity of the release.

The high quality and limited products will lead to KAPA being a pricey brand. Hence, it will not be considered to be the most affordable option, but would always be worth while of a purchase.

Competitive Analysis Current Competitors

There are many brands that cater to the youth and are significant competitors. The leading competitors are Supreme, Bape, Rip n Dip. In comparison to Supreme, KAPA has a wider range in the style. When compared with Rip n Dip, KAPA is more of a high fashion brand.

Competitive Analysis Adjacent Competitors

These brands may not be the leading competitors but are very well aware of what the young generation is wanting in fashion. Their market research focuses on customer wants and hence they stand as potential competitors.

Competitive Analysis Aspirational Competitors

GUCCI has lead the trend for several years. But now the sales for Gucci has been at a constant increase since they have replaced their designer. Vetements, Balenciaga, and OFF-WHITE are more design based brand. Each of these brands are unique in their pattern, design and stylistically hold a character. This approach has earned them the recognition they have today.

Strengths

KAPA’s super power is its history and the quality it served to its loyal target audience for the longest time. Due to it’s recognized identity, there is no reason to advertise the brand, as it holds a stance in the global front. KAPA was always considered trendy, hence it only needs a recognition of being fashionable and high-end.

When compared with Vetements the price range is lower. The range of clothes that KAPA provides is more wider stylistically.

And due to the history of the brand, the target audience is larger as well. KAPA stands at an advantage in this situation.

SWOT Analysis

Strengths KAPA has multiple choice of different style.

More and more people chase fashion, the appreciation space will be greater.

KAPA provides customize products.

Weaknesses High price limited the target market Doesn’t have the specific target audience Limited release may limited the promotion

Opportunities Strong competitors cause the big competition.

We may lose our old customers by diverting our resource to the new project.

High fashion market has been taken.

Threats The sale of the luxury brand is incresing.

The imporving economy will raise the sale.

New market and service bring a new impact.

Visual Development Guide

The Old The New Sketches Chosen Logo Similar Logos Digital Drafts Word Mark Construction Finalization

The Old

KAPA was an authentic sporting spirit that became a lifestyle. It was a sport clothing brand that focus on sport wear. Their target audience are teenagers, trainers and athletes. When it showed its interest in street fashion, they kept an eye of the changing trends. Boosted their sales through celebs and created a loyal fan following. But brands like adidas and nike stole the lime light and KAPA’s decline came into existence, the stronger competitors took over the market.

The New

KAPA is now redefined to a fashionable high-end brand. KAPA no longer caters to the ones who crave comfort, rather to ones who demand exclusivity. KAPA is limited, you track and plan to buy the products and once gone, you don’t ever see the same collection again.

Sketches

Chosen Logo

The process to conceptualize KAPA’s identity took a while.

The journey began with typical efforts from using the initial letter ‘K’, to the literal translations for the renewed brand like an hour glass, a timer, and so on. The creative process took a leap into the world of abstraction. Taking inspirations from different art movements like Futurism, Precisionism and Minimalism, it lead to a creation which showed balance and portrayed the intriguing and chic quality of the brand.

Similar Logos

There is a similarity in the use of geometric shapes. KAPA specifically was inspired by the Minimalism movement .

There is a use of four pleasing pigments yet the thickness doesn’t scream color. KAPA’s product release are limited, to communicate the concept of “not much”, thin bar-like lines were incorporated within the design.

Digital Drafts

The variations went through a series of color explorations. The use of gradients, black with pastels, strong contrasts, were all a part of the trail and error process. The logo had four significant parts and each bar having it’s own color helped to communicate the idea of exclusivity and unique.

Word Mark Construction

The removal of the letter ‘p’ was a design-based decision.

The brand KAPA has been modified to a high-end brand that is minimalistic from all aspects. Ranging from it’s design to it’s product production and distribution.

Finalization

Firstly, not like the old brand “kappa”, the new brand is not a sports brand anymore. Focused on high fashion cloths, we want to remove the stereotype image of the old sportswear. Secondly, The word KAPA give people the tik-tok like feeling which close to our brand voice. Thirdly, the old brand name “kappa” means back to back.

Since KAPA is not sportswear anymore, we don’t have to put the word “kappa” there. KAPA caters to the younger generation, the KAPA in capital size gives people a high end feeling.

Visual Standards Guide

The New Brand Mark System Variations Look/Feel Extension The Future Advertising

The New Brand

KAPA is ticking away like a seconds-hand of your clock. You have to be quick and sharp to catch hold of their release. Once you have a product from KAPA, it becomes your pride possession. KAPA is an investment, a buy that you’ll want to keep forever.

Mark System

Inline Signature

The brand has a sense of momentum. KAPA functions in a specific manner, it announces the release of the month and within no time it goes out of stock as well. The supply is less and the buyers hold a constant urge to win that race.

Clear Space

To make all the logo consistent, we need to create clear space for the logo. We make our logo into a box and create four squares at the corner as the clear space for it, and there will be nothing inside the four-square space.

Variations

Correct

The process to conceptualize KAPA’s identity took a while. The journey began with typical efforts of using the initial letter ‘K’, to floating towards the literal translations for the renewed brand like an hour glass, a timer, and so on.

Incorrect

Look/Feel Typefaces

Josefin Sans

The idea of Josefin Sans typeface is to be geometric and morden. It is also fit on our word mark becasue our word mark is also created based on geometric.

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 0123456789

Fanwood Text Regular To compare with sans font, we also have sans-serif font. For Fanwood Text font, it’s slightly darker and in contrast. It’s also fit on our photo style.

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 0123456789

Look/Feel Color Palette

#fbab18

#40bbec

PMS: 123U

PMS: 298C

CMYK: 0/37/100/0

CMYK: 63/6/0/0

RGB: 251/171/24

RGB: 64/187/236

#ef3e41

#ff66b2

PMS: 1788C

PMS: 22

CMYK: 0/91/77/0

CMYK: 0/75/0/0

RGB: 239/62/65

RGB: 255/102/178

#88c541

#f2ea0f

PMS: 2286C

PMS: 803C

CMYK: 52/0/99/0

CMYK: 8/0/98/0

RGB: 136/197/65

RGB: 242/234/15

Look/Feel Voice

The goal of our brand is make our target audience stay in fashion.

We bring a new KAPA for them. In the past, people’s memory for KAPA was sport wear and conservative. But now, KAPA comes back! And we bring a totally different brand to our customer. Our brand is bright, chic and high-end.

Look/Feel Photo Style

Every picture shows an essence of KAPA’s identity. All the products of KAPA are youthful yet minimal in the use of color.

Hence, the background for each photograph is smartly used to communicate with audiences who have different color preferences.

Extension

KAPA Online Shop KAPA Mobile APP KAPA Youtube Channel KAPA Retail Store Outlook KAPA Retail Store Interior design KAPA FM KAPA Gift card KAPA Gift bag KAPA Membership

KAPA Fashional Show KAPA Experencial Store KAPA X Celebrity KAPA Modern Art Salon KAPA Event Afternoon Tea with Designers Customized High Fashion Dress KAPA Business Card Cooperaion Case

KAPA Phone Case KAPA Motorcycle helmet KAPA Package KAPA Employee Uniform KAPA Van Global Limited Merchandise Pop-up Store KAPA Ice Cream Truck KAPA Cafe

Extension Website

Extension Business Card

kapa. com 415-762-7631 kapa@gmail. com 615 Sutter St. San Francis co,CA,94105

Extension KAPA Cafe

KAPA Cafe We will set up a KAPA Cafe in different cities. As you know KAPA is a high-end brand and our target audience are millennials, most of them are students, influencers and fashion person. They like to enjoy a afternoon tea and have a chat, especially they would like to post photos on their social App. Thus, we provide a place, and we also put our magazine and new collections in our cafe.

Extension Mobile App

Mobile App KAPA’s new app will be called the tick-ticking KAPA. It is where every update that you need for the new collection release will be provided. A special calendar that counts down the date of the new collection will be synced to your phone calendar. The chase for the race, begins here.

Extension Pop-up Shop

Pop-up Shop KAPA will set up Pop-up shops in different cities, based on the new collection each year. It will have interactive experiences that will excite the guts out of everyone. Live music, dance and games will be incorporated with lots of freebies.

Extension Employee Uniform

Employee Uniform KAPA has our own employee uniform. In terms of the style, our employee uniform is similar to the products. But we would like to distinguish the uniform from the products. For the products, our logo is above the left chest. But for the employee uniform, our logo is on the edge of the cuff.

The Future

Co-branding Strategy

Social Media Strategy

The customers for KAPA is of a wide range. KAPA is making

#ticktockKAPA

use of its traditional technique and plans to keep an eye on the

Every release will kick-off with a hashtag to create awareness.

latest trends. Every game-changer like trend will enforce an ex-

Every influencer or celebrity will be hand-picked. The style and

ecuted plan of co-branding with a one that understands the cur-

personality of the every choice made will be fit on the brand.

rent trend. A trend in exclusive sportswear may lead to KAPA co-branding with Nike or Under Armour. A trend in exclusive high-end products may lead to co-branding with Vetements.

Advertising

When the creative process took a leap in abstraction. Taking inspirations from different art movements like Futurism, Precisionism and Minimalism it lead to a creation which showed balance and portrayed the intriguing and chic quality of the brand.

Copyright 2019 Cinderella Tian, Carol Pang, Anushka Prakash Kandachia

All content for KAPA Brand Guidelines was conceived, designed, and produced by Cinderella Tian, Carol Pang, Anushka Prakash Kandachia. Research and strategy by Carol Pang. Art direction and design by Cinderella Tian. Writing and edited supplemented by Anushka Prakash Kandachia and Cinderella Tian. Photography provided by Kwan Yi Jeat (www.yijeat.com).

Design Consultation Roger Muller ADV 370 Brand and Branding, Academy of Art University

Some of the photographs and images were downloaded from mediamodifier.com, and are used in accordance with the Creative Commons License. The book is a non-commercial work produced as a student project for educational purposes, and I such is considered a derivative work under the Fair Use Clause of the US Copyright Law. Manufactured in the United States of America.