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Fashion Brand IdentityBoard 1

LORIN SHEPHERDSON - Brand Identity - Logo

Brief -

To create a brand identity for fashion designer, Lorin Shepherdson, and design the promotional material for her upcoming Spring/Summer 2013 womenswear collection ‘Sacred Feminine’.

Concept -

Lorin’s style is extravagant, creating highly detailed, handcrafted garments for the haute couture sector. Her latest collection was inspired by Parisian architecture and the 1940s, with a focus on recreating traditional fitting techniques used to accentuate the female body.

Logo -

The logo has been kept simple and elegant with a serif typeface used with an icon that reflects her initials. The logo itself would be seen as a status symbol, and could be used alone once it is recognised by its audience. The logo has been used simply and consistently across collateral also along with a pattern made from the icons. This pattern has however been use din a subtle way, usually on the reverse or inside of the products as they appear as a secondary element. The black and white monochrome logo reflects the 1940s era.

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Fashion Brand IdentityBoard 2

LORIN SHEPHERDSON - Stationary

Letterhead & Compliments Slip

The logo has been centre aligned to the letterhead and compliments slip consistently, giving a sense of authority and importance. The reverse side has the logo pattern, of which the colour has been taken from her Sacred Feminine collection. This would change according to each collection, therefore the audience receiving them could eventually build up a swatch ‘library’.

Business Cards -

The business cards contrast with the letterhead in the inverted colour of white on black for the logo side and then black text on white for the reverse with her contact details. The business cards are printed on 350 gsm matt laminate.

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Fashion Brand IdentityBoard 3

LORIN SHEPHERDSON - Packaging

Bag

The bags are black with a white logo, with the green pattern on the inside lip. The logo icon has been used large on one side of the bag into a clasp that loosely fastens the top of the bag. The bags themselves are promotional tools as customers carry them around for others to see, therefore it is a way of making the logo identifiable to others.

Product Wrap

Products would be wrapped in paper with the pattern print and fastened with a logo clasp. It has a soft of gift wrap feel to it that makes the product seem more special.

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Fashion Brand IdentityBoard 4

LORIN SHEPHERDSON - Clothing Tags, Labels and Charms

Tags and Labels

Black labels with the white logos have been stitched into the Sacred Feminine garments along with black and gold foiled swing tags that hold the information about each of the products.

Charms

A special touch has been added to the swing tags in the form of gold charms attached to a metal chain as something that can be kept when an item is purchased, giving the sense of exclusivity and luxury. The logo has been lazer-cut into the mirrored acrylic.

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LORIN SHEPHERDSON - Look book

The Sacred Feminine look book is simple and elegant, working with the style of the collection. The colour pattern has been used strikingly on the inside of the cover, the images have white borders, to reflect the traditional style of the 1940s, and the product information has all been kept to the back. Any text on the inside of the look book works within the space of a diamond, which reinforces the logo and brand.

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LORIN SHEPHERDSON - Look Book Wallet & Logo Pattern

The look book wallet is a nice touch to the look book and makes it a bit more special due to the attention to detail. The logo pattern has been carefully lazer-cut on the front and reverse, which means the look book itself can be seen through to slightly. The black look book with the black wallet has been used for the Spring/Summer collection, therefore the white wallet and white look book would be used for Autumn/Winter collections.

The logo pattern has been used across the collateral to signify the Sacred Feminine collection. This would change according to each collection.

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LORIN SHEPHERDSON - Promotional Leaflet

The fold out promotional leaflet is meant for use at the exhibitions where they can be handed out to people who are interested in her work. They contain a few images form her current collection along with her contact details. These images show both the front and reverse side of the leaflet.