BRAND COLLABORATION
LXFM 740 | PROJECT 3 PROFESSOR OSCAR BETANCUR
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By: NAMITHA ACHANDIRA SMALIKA VERMA YAO LU YICHI HUANG This is an interactive PDF. The table of contents are hyperlinks and you can click on the Home button to reach back. Link: https://indd.adobe.com/view/ac693197-8fb2-40b6-869b-fb7a988df931
smalikaverma95.wixsite.com/celinexgodiva
TABLE OF CONT ENTS MARKETING BRIEF BRAND STORY CUSTOMER PROFILE STORY BOARD BRANDING AND IDENTITY STORE -MOODBOARD -FLOOR PLAN -INTERIORS STATIONERY -BRAND COLLATERAL -RUBBERSTAMP
PROMOTION -OUTDOOR ADVERTISEMENT -INDOOR ADVERTISEMENT -CATALOG -MAGAZINE ADVERTISEMENT WEBSITE -DESKTOP VIEW -MOBILE VIEW MERCHANDISE -SERVEWARE -KEYCHAIN -COLLECTOR’S EDITION MUGS -TRAVEL MUGS PACKAGING -SHOPPING BAGS -GIFT CARDS -GIFT BOXES -CUSTOMIZED BOX OF 12
MARKETING BRIEF
BRAND STORY
TARGET MARKET The primary target market includes men and women; aged 30 to 45 years who are either self-employed or have highly paid jobs; high personal disposable income. As Celine and Godiva are global brands, their market is wide spread and they have consumers all around the world.
CÉLINE’s style is a cross between sporty-sexy and flirty-cute. It is both easy-to-wear and appealing to women. It is a French RTW and leather luxury goods brand founded in 1945 (72 years old), now owned by LVMH (Moët Hennessy Louis Vuitton) since 1996.
CONCEPT A brand collaboration between two heritage brands that have been in the market for over half a century, focusing on elegance, simplicity, modernity, minimalism and indulgence.
PRODUCT/OFFERING Limited edition chocolates sponsored by Céline, manufactured by Godiva, chocolate bars, truffles, dipped fruits, chocolate liqueur and gift baskets. Option of bespoke customization and corporate gifting. LOCATION Although both the brands hail from Europe, their presence is global and worldwide – something that the collaboration will tap into.
PROPOSAL While Céline focuses more on brick and mortar stores, Godiva has its presence in physical as well as e-commerce platforms. The mix will be a great head start for Céline to venture in e-commerce and Godiva will get a taste of the fashion world.
CÉLINE x GODIVA is a collaborative endeavor of two high end luxury brands in an attempt to come up with a limited festive edition catering to a very niche market segment. The brands’ loyal customers find delight in the simplicity of visual imagery along with the indulgent experience they gain in the process.
GODIVA is known for its premium collections of chocolates and beyond, since 1926 (91 years old). Founded in Belgium and named after Lady Godiva, the brand has been developing formulations to suit the growing markets’ demands alongside staying true to the brand spirit.
The collaboration is undertaken keeping in mind the immense history and heritage the European brands have, along with their current niche markets.
CUSTOMER PROFILE JESSICA
KENNETH
Age:28 Status: Single Nationality: American Education and Occupation: Advertising Masters Student in NYU and working with Hunter PR Salary: $50,000 Schedule: Busy Level of knowledge: Luxury explorer Personal preference: Superstar Interest: Enjoys social and outdoor activities, loves to meet new people, shopaholic - passionate about fashion and luxury products
Age: 30 Status: Living with girlfriend Nationality: Korean Education : Bachelors in Science and Certification from NASM Occupation : Personal Trainer and Fitness Consultant at TriFIT, Phoenix, AZ Salary: $80,000 Schedule: Balanced Level of knowledge: Luxury explorer Personal preference: Superstar Interests: Travelling, shopping, POP and EDM music, sports and recreation
MAARSEL
LEANNE
Age: 35 Status: Married Nationality: Spanish Education: Chicago State University Occupation : Accountant in Chicago, IL Salary: $75,000 Schedule: Balanced Level of Knowledge: Â Luxury explorerPersonal Preference: Superstar Interests: exploring exotic locations with husband, collecting souvenirs, hardcore food enthusiast, fashion follower
Age: 36 Status: Married, one kid Nationality: French Education: MBA from ESSEC Business School Occupation:Retail Manager at Anthropologie Salary: $65,000 Schedule: Busy Level of knowledge: Luxury native Personal preference: Superstar Interests: Traveling, fashion innovator, home dĂŠcor advising, collecting extravagant products, wine tasting
STORY BOARD
BRAND EXPRESSION FINAL LOGO
COLORWAYS C: 93 M:87 Y: 89 K:80 C: 51 M:78 Y: 94 K:21
INCORRECT LOGO APPLICATIONS
BRAND EXPRESSION
STORE MOODBOARD
STORE
Construction Plan
MINIMALISTIC
CLEAN
WELL-LIT
Store front
STORE INTERIORS
VIEW 1
VIEW 2
BUSINESS CARD
VIEW 3
LETTER
ENVELOPE
Envelope Front
Letter Front
Letter Back Envelope Back
STATIONERY
RUBBER STAMP
BRAND PROMOTION OUTDOOR ADVERTISING: BUS STOP BILLBOARD
BRAND PROMOTION INDOOR ADVERTISING
BRAND CATALOG
COVER PAGE
INSIDE SPREAD
CATALOG SHOOT
"Anything is good if it's made of chocolate" - Jo Brand
MAGAZINE ADVERTISEMENT
WEBSITE Desktop view
WEBSITE Mobile view
Home page
Homepage : Scrolled view 1
Homepage : Scrolled view 2
Swipe out menu
Merchandise view
Scrolled view with back to top button
SERVEWARE
KEYCHAIN
COLLECTOR'S EDITION M UG
TRAVEL M UG
SHOPPING BAG
GIFT CARD
SW E E T BE GI N N I N G S by Ce li ne x G od iva
CUSTOMIZED BOX OF 12
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