GR604 Student Project (Esprit) — Visual Strategy Guide

Visual Strategy Guide

Visual Strategy Guide

Table of Contents

01BRAND HISTORY

Esprit is an international fashion brand, it was founded by Susie and Doug Tompkins in 1968. The founders identified love, peace and harmony as the core values behind the brand, so the brand began to focus on some social concerns and environmental questions. Esprit demonstrates its commitment to promoting diversity and inclusion through its materials and a series of campaigns. At this time when everyone is talking about diversity and inclusion, Esprit conveys a concept that resonates with the vast majority of consumers.

Brand Overview

what we do

Esprit is committed to delivering joy through high-quality tailoring and carefully selected fashion items, while staying true to its core values of sustainability, equality and freedom of choice.

why we do it

Esprit believes that appearance is not only about style, but also everything the brand represents toward the outside world. Inspired by the revolutionary spirit of the 60s, Esprit wantes to make the vibrant, creative image of the brand tangible.

who we do it for

Esprit sees creative and responsible people as its target customers. Esprit wants to make people feel good to look good, and bring people of the same background together to better drive innovation.

We were kids of the sixties and really took responsibility for what we created.”

— Susie Tomkins Buell (Co-founder of Esprit)

Timeline

1968 1971 1987 1992 1978 1979

1968

Susie and Doug Tompkins begin to sell their first joint fashion line from the boot of their station wagon.

1979

John Casado designed the famous triple bar “E” logo, the new logo later became known throughout the world.

1971

The company was registered under the name Esprit de Corp and created seven product lines.

1987

Esprit produced a line using non-died wool and organic cotton to advocated for AIDS awareness, and featured employees rather than models as the face of its campaigns.

1978

Turnover exceeded US $100 million, international partnerships were established in Hong Kong and Germany.

1992

Esprit launched a worldwide campaign "What would you do to change the world?" to allow people express themselves and make a difference.

2020 TODAY 2004 2010 1995 2000

1995

Esprit applied its design philosophy to some new product categories to further complete its lifestyle world.

2010

Esprit partnered with Gostwyck Farms and some young designers to develop sustainable clothing.

2000

At the beginning of the new millennium, Esprit launched several new products lines and used a new corporate design that only used red.

2020

To celebrate International Women's Day, Esprit launched the "WE ALL" campaign. Esprit donated the full retail price to UN Women National Committee of Germany.

2004

At the global business headquarters, Esprit hosted an exhibition in honor of Ettore Sottsass.

today

Esprit reinvents itself according to its new brand mission to further advance a sustainable future.

02BRAND FUTURE

Building on its core values of commitment to sustainability, equality and freedom of choice, Esprit will expand into an eco-friendly brand that integrates social responsibility into its design and practice. The new Esprit will focus on the concept of sustainable development, with a strong sense of responsibility and conscious creativity to guide express themselves creatively, actively fulfill their social responsibilities, and drive them to get involved and make a difference in order to better improve the quality of life and environment.

New Vision

of Esprit)

brand soul

To promote a sustainable future with a strong sense of responsibility and conscious creativity. rebranding objective

The new Esprit will further integrate social responsibility into its practices. Help people improve the quality of life and the environment by developing and providing more sustainability-related products and services worldwide. It will also work with relevant organisations and creatives to actively organise more activities that promote inclusion and diversity, and encourage people to get involved and make a difference.

We volunteered, we raised our voice on important topics, and we took actions as a company.”

— Doug Tomkins (Co-founder

Our mission is to encourage people to express themselves creatively, actively fulfill their social responsibilities, and drive them to get involved and make a difference.

Brand Keywords

— Susie Tomkins Buell (Co-founder of Esprit)

responsible Esprit consciously regards social responsibility as an important part of its brand. Seize the opportunity to amplify the voices of those trying to make a change by organizing activities across the globe and take actions that make a difference to build a friendly community that is inclusive and diverse.

sustainable Esprit focuses on the sustainability of environmental development and social. Long before sustainability crept to the top of every brand’s agenda, Esprit produced a line using organic cotton and non-died wool to promote a balance between environmental care and social well-being.

expressive Esprit inspires people to express themselves in a more authentic and distinctive way.

Social responsibility has always been in our DNA. It was a big part of how we built the brand.”

Brand Visualization

current

Inspired by the revolutionary spirit of the 60s, the original Esprit stayed true to its core values of sustainability, equality and freedom of choice, it made the vibrant, creative image tangible and inspired people's yearning for love, peace and harmony.

ESPRIT

future

The future Esprit will retain its original soul and continue to integrate social responsibility into its practices, encouraging people to express themselves creatively and actively fulfill their social responsibilities to further drive a sustainable future.

Esprit

AUDIENCE PROFILES

Persona are fictional representatives of real audiences. In the early stages of rebranding, creating personas is crucial, which help to connect the potential audience with the brand to better understand the audience’s needs and identify the range of the potential audience. This section presents 8 different personas, 6 of which identify with the brand and 2 of which do not.

Within The Spectrum

a b c

How they express themselves creatively.

How they got involved and made a difference. How much they value sustainable development.

The Health Enthusiast

MARK

RICHARDS

28, Male Fitness Coach Chicago, IL

a a b b c c c

Mark goes camping with his friends every week because he enjoys being close to nature.

Mark prefers to cook some green meals at home rather than ordering takeout because he thinks it saves money and benefit his health.

Mark always prioritizes products from organic or eco-friendly brands because he thinks these brands are more in line with current sustainability trends.

Mark is very concerned about some recycling and reuse services in his community because he believes they reduce unnecessary waste and help more people.

Mark often takes part in public welfare activities related to environmental protection in his spare time, because he wants to do his part for environmental protection.

Mark prefers to go out by bike and walk because he thinks it reduces pollution.

Mark often posts about environmental protection on his social media because he wants to call on more people to protect the environment.

a b c

How they express themselves creatively.

How they got involved and made a difference. How much they value sustainable development.

The Family Leader

MARY LOPEZ

47, Female Geography Teacher Seattle, WA a a b b c c c

Mary often plans to go hiking with her children, because she wants her children to feel the beauty of nature.

Mary often plans all kinds of fun parties for her children, but she never uses disposable utensils at parties, because she hopes to reduce white pollution.

Mary is very interested in eco-friendly products because she thinks they are safer for her children.

Mary is very concerned about social and environmental issues because she wants to be a good role model for her children and students.

Mary often works with her children to make toys from existing materials, because she believes that reuse helps her save money and reduce waste.

Mary always donates the things she does not use to related organizations because she wants to help more people.

Mary encourages her children and students to take part in volunteer activities because she wants to inspire their spirit of giving.

a b c

How they express themselves creatively.

How much they value sustainable development.

How they got involved and made a difference.

The Environmentalist

ALISHA REYNA 32, Female Journalist San Francisco, CA a a b b c c c

Alisha likes to carry around her thermos and cutlery because she thinks it reduces waste.

Alisha likes to communicate with people from different backgrounds, because she thinks it can help her understand the voices of different groups.

Alisha will have a deep understanding of the design philosophy and production process of some eco-friendly brands, because she wants to provide the most useful advice to her followers.

Alisha is very concerned about social and environmental issues because she has to keep up with current events.

Alisha often shares some of the eco-friendly products she uses regularly on her blog for her followers because she wants more people to know about them and use them.

Alisha often launches online fundraising campaigns for some disadvantaged groups because she wants to do her part for the society through her influence.

Alisha plans to work with sustainable brands because she wants to expand her influence to help more people.

a b c

How they express themselves creatively.

How they got involved and made a difference. How much they value sustainable development.

The Sea Cleaner

JOHN

LASON

59, Male Retired Diver Honolulu, HI a a b b c c c

John often picks up plastic plastic waste when he walks along the beach, because he thinks recycling plastic waste can reduce white pollution.

John never uses disposable products because he thinks disposable products are harmful for the environment.

John wants to learn more about some eco-friendly brands because he believes they contribute to environmental sustainability.

John is very concerned about environmental issues and often gives useful advice to some relevant departments because he wants to make his retirement life more meaningful.

John tries to walk to the beach as much as possible because he thinks it is good for his health.

John always shares some articles about how to protect the ocean with people around him, because he wants to let more people know about this knowledge.

John donates money to ocean conservancy every month because he wants to make a difference for the marine environment in this way

a b c

How they express themselves creatively.

How they got involved and made a difference. How much they value sustainable development.

The Minimalist

BEI YUAN 22, Female Design Student New York, NY

a a b b c c c

Bei prefers minimalist products because she thinks they are in keeping with her design philosophy.

Bei will be attracted by the store's showroom designs when shopping, because she believes that a brand's design concept should be reflected in everything related to the brand.

Bei is very concerned about social and environmental issues because she thinks these can inspire her design.

Bei is against all animal testing products because she loves animals and believes it is necessary to improve animal welfare.

Bei likes to make small objects by hand from existing materials because believes recycling is a meaningful thing to do.

Bei often posts design work themed around social issues on her social media accounts because she wants more people to pay attention to these issues.

Bei often does some design work for social organizations during her holidays, because she wants to use her expertise to make a contribution to the society.

a b c

How they express themselves creatively.

How much they value sustainable development.

How they got involved and made a difference.

The Green Activist

AKSHAY PATEL

36, Male The Founder (a green energy company) Boston, MA

a a b b c c c

Akshay prefers brands that use eco-friendly and sustainable materials because he believes these are similar to his business philosophy.

Akshay is developing a recycling program because he believes this can effectively reduce resource waste.

Akshay is very concerned about environmental issues because he believes that the new energy industry will change as the environment changes.

Akshay often discusses environmental issues with relevant experts because he believes collaboration is the best way to drive innovation.

Akshay likes cycling to work because he thinks this is a very healthy and environmentally friendly way to exercise.

Akshay often gives speeches about environmental protection in some public places, because he wants to help more people develop the awareness of environmental protection.

Akshay encourages his employees to use eco-friendly brands because he believes these brands promote social and environmental sustainability.

Outside The Spectrum

How they express themselves creatively.

How much they value sustainable development.

How they got involved and made a difference.

The Egoist

STEVE HARRIS 47, Male Truck Driver Houston, TX

Steve often uses disposable cutlery when he eats out because he thinks it is more convenient for him.

Steve never pays attention to the instructions when he throws out the trash, because he doesn’t think such trivial things have an impact on the environment.

Steve never buys organic food because he is more concerned with the price of the food than its nutrition.

Steve pays little attention to social and environmental issues because he doesn’t think he can change them, he cares more about his own life.

Steve never cares about the brand when he buys clothes be cause he thinks all brands are the same.

Even when Steve is very close to his destination, he will get there by car because he is used to it.

When Steve sees stray cats and dogs on the road, he honks his car horn impatiently because he thinks their presence will only affect his work.

a b c

How they express themselves creatively.

How they got involved and made a difference. How much they value sustainable development.

The Fashionista

JING CHEN 24, Female Model Singapore

a a b b c c c

When Jing buys clothes, she does not care about whether the materials are environmental friendly, because she cares more about the style of clothes.

Jing wears many clothes only a few times and never wears them again because she thinks the style of clothes is outdated.

Jing never cared about recycling and reuse services because it does not matters to her.

Compared with social and environmental issues, Jing pays more attention to fashion, because she wants to keep up with the latest fashion trends.

Jing prefers the products with exquisite packaging when shopping, because she thinks the exquisite packaging is more attractive than the products themselves.

Jing prefers to make friends with people who dress fashionably, because she thinks the dressing style represents everything.

Jing never takes part in any volunteer activities in her spare time, because she thinks it is a waste of her time.

04BRAND COMPETITORS

Knowing Esprit's competitors is a good way to explore its current position in the market and find the difference from other existing brands, so as to better identify the key points of how to make Esprit stand out in the market. This section provides an overview of Esprit's current, adjacent and future competitors to better review the direction of the rebranding and identify the attributes that make Esprit unique.

Current Competitors

Esprit's current competitors are fashion brands that are committed to delivering joy through careful tailoring, while focusing on sustainability. Esprit differs from them because it not only focuses on the concept of sustainable development, but also integrates social responsibility into its practices to encourage people to get involved and make a difference.

amour vert

Amour Vert is a sustainable clothing brand that stands for green love, and its sustainable practices address all aspects of business operations and the entire life cycle of clothing.

people tree

People Tree is the fair trade fashion pioneer. It not only provides quality products and services, but also enables customers and producers to participate in fair trade and environmentally sustainable solutions.

pact

Pact is the leading in sustainable fashion, all products made with organic cotton from fair trade certified factories to enhance the economic well-being of local communities and promote a sustainable environment.

american apparel

American Apparel is a clothing brand that cares about globalism and diversity. It insists on global sourcing and ethical manufacturing, and encourages people to express themselves in their own personal way.

matt & nat

Matt & Nat is a fully vegan fashion brand. It insists on exploring and using innovative ways to improve its sustainable and eco-friendly ways to ensure that all products are cruelty-free and recyclable.

eileen fisher

Eileen Fisher is an eco-friendly fashion brand that uses a medium proportion of eco-friendly materials in all of its products. Its goal is to use corporate influence to promote human rights and sustanability.

gap

Gap is a fashion brand that advocates equality, inclusivity and sustainability. An open to all mindset drives every aspect of its business to create a more inclusive and equitable world.

reformation

Reformation is a fashion brand that prides itself on sustainability, making everything with low-impact materials to ensure its products make a positive impact on the environment and society.

old navy

Old Navy is a family-oriented fashion brand that embraces inclusivity, opportunity, and sustainability as its core values and is committed to providing fabulous, affordable fashion for everyone.

edun

EDUN is a sustainable fashion brand that aims to promote trade in Africa by sourcing production across the continent and is committed to being a leader in fashion brands exploring socially responsible issues.

Adjacent Competitors

Esprit's adjacent competitors are brands that focus on sustainability and consciously consider social responsibility as an important part of their brands. They share a similar brand soul to Esprit, promoting a sustainable future with a strong sense of responsibility and conscious creativity.

toms

Toms is a footwear brand that is credited with popularizing the “one-for-one” selling format. It spends 1/3 of profits for grassroots good, supporting people building equity at the local level.

all good

All Good is a body care brand that inspires people to live in balance with nature, all of its products come from an organic farm that uses regenerative farming techniques to ensure safer and healthier products.

patagonia

Patagonia is an outdoor clothing and gear brand that focuses on durability, functionality and repairability, and is committed to creating a more inclusive and equitable world for those affected by the environmental crisis.

westrock

WestRock is a paper products company that uses renewable plants as raw materials, all of its products are recyclable and compostable, and play an ongoing role in keeping forests sound and healthy.

the body shop

The Body Shop is a nature-inspired beauty brand. Its founders believe that business can be a force for good, so the brand is committed to building a fairer and more beautiful world.

tarte

Tarte is a cruelty-free makeup brand that insists on using naturally-derived ingredients that are good for people and the environment, and puts sustainability, health, and giving back to the local community first.

bottlecloth

BottleCloth, a company that makes cloth goods out of 100% recycled water bottles, is committed to blending modern design with cutting edge fabrics from recycled bottles for the perfect combination of form and function.

burt's bees

Burt's Bees is an earth-friendly personal care company. It is committed to supporting the communities and environments where it sources its ingredients and strives to protect biodiversity to reduce its impact on nature.

lush

Lush is a cruelty-free and organic brand that has been actively choosing vegetarian alternatives to the animal ingredients often found in other cosmetics, and offering customers a more transparent ethical buying policy.

klean kanteen

Klean Kanteen, the first company to produce reusable stainless steel products. It has been working to reduce waste and using its business as a force for good to reduce people's environmental footprint.

Future Competitors

Esprit's future competitors are brands that develop and provide sustainability-related products and services with a strong sense of responsibility and conscious creativity. They will inspire the new Esprit to further promote a sustainable future and encourage people to express themselves creatively and actively fulfill their social responsibilities to better improve the quality of life and the environment.

gvi

GVI is an organization that builds people united by their efforts to make a difference, and it raises funds to organize and support well-designed conservation and sustainable development projects around the world.

b lab

B Lab is a non-profit organization that serves a global movement of people using business as a force for good. It works to transform our economic system for the benefit all people, communities, and the planet.

swa

SWA, a design firm that integrates sustainability into landscape planning, combines aesthetics and programming with sustainability and nature, and to help ensure a balance between nature and the built environment.

greenpeace

Greenpeace is a global network of independent groups that use peaceful protest and creative communication to expose global environmental problems and promote solutions that are essential to a green future.

terracycle

TerraCycle is a social enterprise with an idea of eliminating waste. Through collaboration and innovation, it has developed sustainable solutions in everything from recycling to reuse.

public goods

Public Goods is a one-stop brand that provides sustainable products that are good for people and the planet. It is committed to making healthier, more sustainable choices easy and accessible to all.

grove

Grove is an eco-friendly company that specializes in natural consumer goods. It believes that sustainability is the only future and helps people create a beautiful and healthy environment.

worn again

Worn Again is a technology company with a unique polymer recycling process. It promotes sustainability by removing raw materials from non-reusable products to replace the use of original resources.

greenheart global

GreenHeart Global is a sustainably focused product design company that transforms sustainable materials in exciting new ways and provides leadership in conserving natural resources

preserve

Preserve is a company that specializes in developing sustainable products. It is committed to reducing society's impact on the environment and continue to innovate with the complex needs of today's world.

Brand Attributes

photo credit

Alamy.com Pexels.com Stock.adobe.com Esprit.us typeface info

Adobe Fonts Monotype Fonts new website

For more information, visit the new website: getinvolvedandmakeadifference.us

disclaimer

This is a non-commercial project for educational purpose and is not intended to represent or replace the original brand.