VISUAL STRATEGY GUIDE
X 2
BRAND HISTORY
VISUAL STRATEGY GUIDE
3
X
X 4
BRAND HISTORY
Fashionably protecting the world
This is a student project aimed at rebranding Esprit de Corps keeping in mind it’s soul purpose of business and what drives them as a brand.
Esprit’s fun-loving spirit and community driven initiatives inspired this project. The coming together of fashion, nature and social responsibility gets this project going.
VISUAL STRATEGY GUIDE
Table of Contents
01 02 CHAPTER
_Brand History PAGE 4
CHAPTER
_The Future PAGE 24
5
X
X 6
BRAND HISTORY
Brand History
VISUAL STRATEGY GUIDE
CHAPTER
01
_The Founders
PAGE 6
_The Company
PAGE 10
_ Brand Timeline
PAGE 18
_Past Competition
PAGE 20
_Adjacent Competition
PAGE 22
7
X
X 8
BRAND HISTORY
The Founders DOUG AND SUSIE TOMPKINS
THEY SHARED A PASSION FOR FASHION AND NATURE
A Sixties Love Story
Doug Tompkins, an art and architecture enthusiast and Susie Tompkins, a fashion designer met each other on the way to Tahoe City when she was picking up hitchhikers in July 1962. Later that year in November, they got married and in 1969, they started a fashion label called Plain Jane which eventually became Esprit. The Tompkinses divorced in 1989.
VISUAL STRATEGY GUIDE
Doug and Susie Tompkins with their staff and models
9
X
X 10
BRAND HISTORY
Esprit de Corps
ORIGINAL NAME
VISUAL STRATEGY GUIDE
11
LITERAL TRANSLATION
Winning Spirits Esprit de Corps; Winning Spirits was a popular belief in army training where the whole troop was considered a band of brothers and sisters with a shared identity. This is where the ideology of unity is strength also comes into play. They trained as a family and developed a relationship and sense of belonging which was more than just about morale but for the well-being that the army proffession needed.
X
X 12
BRAND HISTORY
The Company ESPRIT DE. CORP WAS BORN IN 1969
WE WANT TO MAKE YOU FEEL GOOD TO LOOK GOOD
If it’s not inspiring, It’s not Esprit After Doug Tompkins left Northface, the couple started Plain Jane which was renamed Esprit de Corp. catering to 18 to 24 year old women. They were known for their employee benefits that made up a fun, creative workplace and produced casual fashions that exuded social awareness. They embraced the social causes and fashions of the city’s active counterculture. Esprit sells apparel and styles to make real people look and feel good while manifesting social responsibilites and sustainability. They addressed relevant issues in their campaigns and make confidence a proud attitude.
VISUAL STRATEGY GUIDE
The Esprit sports collection positively made women want to enjoy sports and be more active, while looking good at the same time
13
X
X 14
BRAND HISTORY
VISUAL STRATEGY GUIDE
Esprit’s casual fashion line has always been vibrant, playful and exudes positive energy. They used models of all kinds in their campaign, including real people. Doug and Susie created a warm environment for the whole team.
15
X
“When I’m as feel about E I can only re amazing da many of us creative en X 16
BRAND HISTORY
sked how I Esprit now, ecall the ays that so put our nergy into.” VISUAL STRATEGY GUIDE
17
SUSIE TOMPKINS
X
X 18
BRAND HISTORY
Esprit’s campaigns always had a cheerful and fun vibe to it where models had a great time on set being themselves. They spread happy spirits amongst each other exuding boldness and confidence which the Esprit brand was all about.
VISUAL STRATEGY GUIDE
19
X
X 20
BRAND HISTORY
Brand Timeline A GLANCE AT ESPRIT’S JOURNEY
1960
1963
Doug and Susie Tompkins met in Tahoe City. They got married and
1970
1971
settled in San Francisco
1968
Susie and Jane Tise launched the clothes store Plain Jane and Doug joined them
They expanded to 7 product lines and renamed the company to Esprit de Corp
1978
Susie became design director and Doug was the image director
VISUAL STRATEGY GUIDE
1990
1980 1985
Opened their first
1986
Doug turned Esprit over to
1990
Corrado Federico, the new
1991
2000
for the first time, they also
Tompkinses appointed three new directors—Peter
filed for divorce
wear, sleepwear and lingerie
Eco Desk, an environmental and community affairs department
2009
Esprit claimed smaller profits
2012
Esprit closed down from most
2017
Esprit’s rebranding strategy
in Europe
was launched
1992
Ecollection, a line of ecologically friendly clothing and
global markets
accessories was introduced
1993
Susie Tompkins stepped down as director and stayed on as an advisor. Esprit faced $160 million in losses
Robert Bartlett
Susie and Doug Tompkins
Esprit branched out to mens-
“what would you do?” campaign
Buckley, Isaac Stein, and
1989
series on wordly issues
was started in Esprit and the
took part in AIDS awareness
1988
Susie initiated a lecture
catering to an older audience
as CEO and chairperson
Esprit experienced losses
X
2000
retail store
president, while he remained
1987
21
1996
Jay Margolis took over as
1998
Esprit launched an
1999
The “I Am Esprit” advertising
Creative Director
on-line store
campaign with customers ranging from women in their 40s to 12-month-old infants was launched
picks up momentum for sales and popularizes the brand
X 22
BRAND HISTORY
Past Competition RELATED COMPANIES FOCUSING ON FASHION AND THE ENVIRONMENT
Supports environmental practises in the active-wear industry and was one of the first companies to use organic cotton
Everything is made in-house at its Los Angeles-based sustainable sewing factory. Each piece is listed with a RefScale that measures exactly how much water and carbon dioxide was saved in the making of the garment.
Upfront about her animal-free products and its goal to be more sustainable. To start, her London stores are powered by wind enegy
The line prides itself on using 99 percent less water, selecting sustainable fabrics, and paying 2,000-percent higher in factory wages
Hand-made by a group of artisans based in Los Angeles (and with eco materials
VISUAL STRATEGY GUIDE
Invented Bionic Yarn, an eco-friendly fabric made of fibers derived from recycled plastic bottles found in the ocean for streetwear line of denim and apparel that cleans the ocean
They have committed to reducing the amount of water used in production of their jeans and also worked to fight stigma and support people living with HIV/ AIDS, facilitate clothing recycling with Goodwill, and decrease their contribution to climate change. Boasts a zero-waste design philosophy, which includes local, made-in-the-USA manufacturing, non-toxic dyes, and sustainable fibers. Plus, for every tee purchased, Amour Vert will plant a tree.
For every product sold, United by Blue will remove one pound of trash from oceans and waterways through company organized and hosted cleanups.
The brand helping the growth of Africa’s economy by encouraging trade and sourcing production from the continent, but it’s committed to building opportunities for ecological-minded practices
23
X
X 24
BRAND HISTORY
Adjacent Competition PRODUCT COMPANIES FOCUSING ON SOCIAL CAUSES AND THE ENVIRONMENT
Warby Parker believes that everyone has the right to see. By partnering with renowned non-profits, such as RestoringVision.org, Warby Parker partners is able to deliver one pair of glasses to someone in need for every pair that it sells.
As a supporter of TOMS, whether by buying a pair or by going barefoot for One Day Without Shoes you’re making a difference. With every pair of TOMS shoes purchased, a pair of new shoes is given to a child in need.
The focus for Burt’s Bees is on well being and “the greater good.” The company helped develop The Natural Standard for Personal Care Products, which created guidelines for what can be deemed natural with sustainable packaging.
The Body Shop is regarded as a pioneer of modern corporate social responsibility. The founder led her company to stand up for its beliefs and champion causes such as self-esteem, environmental protection, animal rights, community trade and human rights.
Skincare brand, KORRES’s ingredients are natural or organic, and chooses to grow its herbs in cultivation regions that won’t disrupt the environment. It also works actively to protect endangered herbs and sustain local plant populations.
VISUAL STRATEGY GUIDE
Josie Maran Cosmetics is a huge supporter of the IMAGINE movement, which aims to empower women world-wide. They’ve teamed up with the City of Hope Cancer Center, the Natural Resources Defense Council’s Polar Bear SOS Initiative, and cooperatives in Morocco that support rural women. Brooklyn based designers use Latin American sourced fabrics and materials from thift stores as well as working collaboratively with fair trade weaving cooperates worldwide to make their line of kitsch and cool handmade shoes.
Dedicated to lowering its carbon footprint through sourcing fabrics locally to its factories in Spain, Beyond Skin produces high quality faux leather shoes in a variety of styles.
Established in 2004 Parisian sneaker brand Veja works with small producers across Brazil. They focus on respecting the environment and human rights.
Artisans in the Andes, a handmade goods brand that is committed to producing sustainable, eco-friendly products through a fair trade model. The brand works with local artisans in Ecuador to create jewelry out of organic seeds and nuts found in the Amazon rainforest.
25
X
X 26
BRAND HISTORY
The Future
VISUAL STRATEGY GUIDE
CHAPTER
02
_Our Mission
PAGE 26
_Old Esprit
PAGE 30
_New Esprit
PAGE 32
_Our Audience
PAGE 34
_Future Competition
PAGE 48
27
X
X 28
THE FUTURE
Our Mission A NEW DIRECTION WITH THE SAME BRAND SOUL
DO GOOD TO FEEL GOOD
For our planet and its people Esprit’s free-spirited and generous nature ca be preserved by showcasing the generous values of the brand where unity is strength and going green is the new way of protecting ourselves and our planet.
VISUAL STRATEGY GUIDE
29
X
X 30
BRAND HISTORY
“To inspire y adults to do by being so and environ responsible
VISUAL STRATEGY GUIDE
young o good ocially nmentally e.” OUR MISSION
31
X
X 32
THE FUTURE
Old Esprit A LIBERATING SENSE OF ENERGY
Esprit’s vivacious and lively vibe is what attracted consumers. Their advertising campaigns primarily had all women but that changed with popularity. They lived by the phrase, look good and feel good which without a doubt was what the Esprit models did. Comfort and togetherness was always present within their company where fashion and nature were major priorities and an Esprit consumers gain the strength to be who they want to be.
FUN BOLD FREESPIRITED
VISUAL STRATEGY GUIDE
BRAND VISUAL HISTORY STRATEGY GUIDE
VISUAL STRATEGY GUIDE
33
X
X 34
THE FUTURE
New Esprit A FRESH AND BOUNTIFUL ENERGY
Focusing on nature, growth and a community the aspects of social awareness and enivironmental responsibility come into action. The future will make use of sustainable sources of power, play and knowledge to help each other and appreciate our environment. Advancements in technology can elevate the learning process and outdoor activities will bring today’s generation closer to the world around them.
UNITY ACTIVE GENUINE
VISUAL STRATEGY GUIDE
BRAND VISUAL HISTORY STRATEGY GUIDE
VISUAL STRATEGY GUIDE
35
X
X 36
THE FUTURE
Our Audience
YOUNG ADULTS ENTHUSIASTIC PHILANTHROPIC
“If anything can save the world, I’d put my money on beauty.” —DOUG TOMPKINS
The future audience all see beauty either in their surroundings or within. They are all in some way socially inclined or conscious for the environment. Their charitable nature strikes Esprit the most and they are excited to protect the environment through small gestures.
VISUAL STRATEGY GUIDE
37
X
X 38
THE FUTURE
Lola, The Wanderer 26 YEARS OLD, ARCHITECT SAN FRANCISCO, CA
•
Lola is an art and photography enthusiast who has a great eye for style and design. She appreciates everyday walks in the park close-by and treats nature with care
•
As a fresh graduate in Architecture, she has robust ideas and hopes for affordable yet modern and sleek solutions through design
•
She admires clean construction and defined finishes which come off as classy. The aroma of bamboo and lemongrass excites her
•
Lola joins her meetup group almost everyweekend for beach cleanups and leisurely adventures to gain inspiration and get a break from her work life
•
She’s a hardworking designer who is greatly influenced by different cultures and a recycling routine due to her family background and adores travelling for new experiences and opportunities
•
Living a student life just 3 months ago, Lola is particular about her budget and chooses to cater to the middle class sector where the focus is on quality and cost
•
One of her hobbies include sketching and painting which she used to make some pocket money from tutoring middle school students during the summer
VISUAL STRATEGY GUIDE
“The smell of fresh air and flowers in sync with the sounds of high tides feels so relaxing.” —LOLA LOPEZ, ARCHITECT
39
X
X 40
THE FUTURE
Melody, The Conscious Caregiver 28 YEARS OLD, STAY-AT-HOME MOM PHOENIX, AZ
•
With a past of battling obesity, Melody is cautious of her dietary regime and chooses to eat organic food for her well-being as well as her family
•
Melody is a hobby pianist and music teacher with a 5-year old who’s a handful to handle
•
Her conscious consumer habits make her purchase only what’s best for her child from sustainable cotton garments to recycled paper coloring books
•
She owes her positive attitude to daily early morning yoga and takes great care of her fitness eversince her body issues
•
Her husband only returns home on the weekends, giving her ample time during the week to do other charitable activities that interest her
•
In her spare time she enjoys making clothes for her little one with her undersized outfits
•
Melody doesnt support the use of plastics and shops locally with her own reusable bags avoiding the indulgence of online shopping whenever she can
VISUAL STRATEGY GUIDE
“My daughter enjoys shopping for her favorite veggies and singing songs about her trip to the farmer’s market.” —MELODY LARKIN, STAY-AT-HOME MOM
41
X
X 42
THE FUTURE
Ahmad, The Thinker 30 YEARS OLD, PSYCHOLOGY TEACHER ORLANDO, FL
•
Ahmad is a highly intellectual man who understands the human psyche and very practical in his approach towards life decisions and challenges
•
He aims to pass on his wisdom and years of experience as an ex-lawyer to university students and act as a guidance counsellor
•
He migrated to California to start a life with his partner Mike, otherwise seen as a taboo in his hometown of Egypt. They love travelling and going on adventures together
•
He is a pioneer of gender-equality within his small group of friends who’s sick of the gay and Muslim stereotypes which act as a barrier to his relationship
•
His Islamic origin gets a lot of unecessary attention which makes him the confident man that he is and grow as an individual
•
His conscious choices began as a result of wanting a healthier life after moving to USA when fast food seemed too tempting yet dangerous and his friends’ environmentalism interested him
•
Ahmad and Mike have an urban garden in their backyard from where some of their fruits and vegetables grow. They barbecque at their grill on the weekends while their dog, Fluff plays with the bugs
VISUAL STRATEGY GUIDE
“Nourishing and taking care of my body has improved my everyday regime and mind. ” —AHMAD EL HASSAN, PSYCHOLOGY TEACHER
43
X
X 44
THE FUTURE
Kong, The Fighter 45 YEARS OLD, ORATOR HILO, HAWAII
•
A motivational speaker travelling around the US to increase awareness and exposure about environmental practices
•
He moves and stimulates one’s perception of a sustainable world through his experiences as a farmer and marine biologist
•
Living life on a wheel chair, his stories reflect his daily struggles and helps develop a sentimental bond with his audience
•
Nothing encourages him more than spreading hope and positivity into others’ lives through his successes and failures
•
He lost his late wife in an accident andstarted a charity in her honor
•
A recent vegan who claims he feels stronger and healthier after the switch and made the right decision
•
He’s a DIY junkie who loves a hands on experience and getting crafty with found materials in his house for his furniture gives him utmost satisfaction
VISUAL STRATEGY GUIDE
“Farming was my family’s livelihood which helped us survive during tough times.” —KONG LI, ORATOR
45
X
X 46
THE FUTURE
Daniela, The Nurturer 54 YEARS OLD, HUMAN RIGHTS ACTIVIST CHICAGO, IL
•
A Human Rights’ activist who is a retired grandmother of triplets and on a mission to give back to the society
•
She volunteers at labor camps and is very fond of children which sparks her support against child labor
•
Daniela is a great cook, loving role model and beautiful wife to a navy officer who is a cancer survivor
•
She often participates in campaigns and shares her stories on being the voice of the students during her Master’s
•
She’s an active grandmother who takes her grandkids on hikes and for fishing trips to give them a feel of nature rather than playing on their ipads
•
She spends her Sunday noons in the backyard with her grandkids, teaching them about growing their favorite vegetables in their mini garden
•
Daniela’s meticulous as well as caring nature and generosity gives her husband the hope of being in great hands during his partial remissions.
VISUAL STRATEGY GUIDE
“We spend our weekends in the backyard with our garden gnomes. Start them young.” —DANIELA RAY, HUMAN RIGHTS ACTIVIST
47
X
X 48
THE FUTURE
Monique, The Daredevil 26 YEARS OLD, BOTANY STUDENT ATLANTA, GA
•
A thrill-seeker and highly active student who treks to the most wonderful yet risky mountainous spots for her studies and weekend hobby
•
Being a dog lover, Monique works as a parttime dog walker in the evenings and has always had a fond wish of being the dog lady within her colony
•
From childhood, visiting wildlife reserves excite her. Her favorite holiday was one in Nairobi, Kenya where she aspires to become family with the friendly animals and caretakers
•
As an only child raised by a single mother, Monique has learnt to stand up for herself and work hard doing what she loves
•
She finds happiness in tiny things that she can achieve on a daily basis like cooking her own healthy meal, recycling any waste, helping anyone in need and ticking things off her bucket-list
•
She’s never had the fortune of spending time with her grandparents and so she volunteers at an old age home
•
Monique walks everywhere to keep fit and be better aware of her surroundings seeking for interesting things to catch her eye
VISUAL STRATEGY GUIDE
49
“When the winds howl inbetween the rocks and I feel a bug climbing up my leg, I know I’m home.” —MONIQUE TYLER, BOTANY STUDENT
X
X 50
THE FUTURE
Future Competition PRODUCT AND SERVICE COMPANIES FOCUSING ON SOCIAL CAUSES AND THE ENVIRONMENT
Their GivePower Foundation donates solar power systems to schools in South America and Africa. This allows the schools to operate at night and offer classes for adults along with children.
A humanitarian organization providing disaster relief and fighting poverty putting women and girls in the centre
The Nature Conservancy is the world’s largest conservation organization with the goal of protecting ecological lands and waters. They have protected 119 million acres of land and rivers, while operating in more than 100 marine conservation projects around the world and preventing water pollution. An international organization that supports the development of sustainable drinking water resources, sanitation facilities, and hygiene education programs in developing countries.
Greenpeace is an independent global campaigning organization that works to change behaviors, protect the environment and promote peace. They defend our oceans, protect our forests, facilitate the use of clean energy, and campaign for socially responsible farming.
VISUAL STRATEGY GUIDE
Miracle Foundation is dedicated to helping the world’s orphans reach their full potential and giving local single women and widows a new purpose
Conservation International works to move whole societies toward a smarter development path. They help communities protect tropical forests, grasslands, rivers, lakes and wetlands.
The Audubon Society is a conservation organization that focuses on preserving natural ecosystems, birds and other wildlife.
The Environmental Protection Agency has been a champion in its fight against environmental pollution. The agency provides monitoring, research and set standards that have resulted in a cleaner, healthier environment for people in the United States.
Responds to disasters and humanitarian crises around the world by providing emergency shelter and lifesaving supplies families need to survive in the immediate aftermath.
51
X
X 52
THE FUTURE
VISUAL STRATEGY GUIDE
VISUAL STRATEGY GUIDE
Esprit design workroom in their San Francisco headquarters, inspired by Doug Tompkins’ admiration of nature and featuring a slogan he believed in“No Detail is Small”
53
X
X 54
BRAND HISTORY
“In the begi Esprit was idea that ha learn how t
VISUAL STRATEGY GUIDE
inning just an ad to to walk.� DOUG TOMPKINS
Doug played a vital role in shaping the ethos of Esprit. With origins of an environmentalist and an adventure junkie; his enthusiasm and high spirits as an individual and for Esprit was cherished by all. Taking his energy forward with Esprit’s giving and celebratory nature will help popularize the brand today.
55
X
Colophon
TYPEFACES Rubik Playfair Display SOFTWARE Adobe Photoshop Adobe Indesign
DESIGNER Shruti Ganesan CLASS GR.604 Nature of Identity INSTRUCTOR Hunter Wimmer, Academy of Art University
RESOURCES ESPRIT: The Making of an Image by Helie Robertson unsplash.com pexels.com esprit.com
VISUAL STRATEGY GUIDE
57
X