By: Yun Zhe Liu
TABLE OF CONTENTS: 1.
Positioning Statement
2.
Brand Essence
3.
Brand Promise
4.
Brand Identity
5.
Brand Image
To target perceptive trendy affluent millennials, who utilizes fashion to display self expression. In search of innovative silhouettes expressing individuality through weird beauty. Only brand, Gentle Monster creates a unique multi-sensory customer experience through experimental ideology across both product and space. Gives you the benefit of premium eyewear through high-end experimentation. Transcending borders from east to west by pushing boundaries of the physical reality to the abstract fantasy.
BRAND ESSENCE:
“Weird Beauty� The heart and soul of Gentle Monster, is the aspiration for our customers to look gentle but have great passion and enthusiasm inside.
BRAND PROMISE: Redefinition of Eyewear Gentle Monster is the innovative leader in delivering premium eyewear in a contemporary approach, breaking new grounds to lead the fashion eyewear industry. As a brand, Gentle Monster promises to redefine and expand the world of eyewear. Through the combination of ultimate imagination and interpretation of the world.
BRAND IDENTIT Y Flagship Store’s Exhibitions In the beginning, Gentle Monster was known for riding the wave of the popularity of South Korean entertainment industry. Specifically, being featured on a K-drama show called, “You Who Came From the Stars”. After, multiple K-pop celebrities was seen wearing the brand’s eyewear. However, Gentle Monster invested heavily to distinguish a more permanent brand identity. Gentle Monster’s distinctive quality is their brand identity is tied with their store’s presentation. Their stores displayed as art exhibitions, main goal is not making space to sell a product, but to deliver a combination of visual, auditory and other sensory elemental experiences to their customer. The visualization of Gentle Monster’s core DNA is the sensation of learning is always greater than the fear of the unknown.
BRAND IMAGE: vA
brand that is constantly experimenting the boundaries of eyewear.
v Premium
eyewear from delicate classic frames for the fashion followers, to the avant-garde glasses for the fashion leaders.
v Immersive
and sensory shopping experience, satisfying customer’s desire for physical fantasy.
v Gentle
Monster values creativity and craftsmanship, through their unique store service and intricate products of eyewear.
