brief 3 boards

Stephanie Oglesby-

[email protected]

Brief 3The Story of Now

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OUGD303 / FMPBA (Hons) Graphic DesignLCAD

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Brief:

To create a fully branded retail experience for a fashion clothing store for hip, 18-40 yr olds.

Concept:

The name of the store is ‘The Story of Now’ relating to the stories we make for ourselves within our lives, it has a positive and youthful feel and encourages the coneumer to travel and make your own adventure. The concept for the store was based around a travelling theme where the store itself takes on the function of a pop-up shop.

It is based on the ‘Urban Traveller’ people who like to travel on city breaks and are into trend and culture.

I wanted to create a fully branded experience looking into all aspects of retail branding through creative promotion.

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Stephanie Oglesby-

[email protected]


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The logo and Brand Identity

The logo design was based on a compass and post stamp idea to continue the travelling idea. To continue the theme I took small details from old maps such as the woven rope boards, arrows and long / lat lines.

I wanted to keep the brand youthful and fresh but also add a personality and warmth therefore using the off white stock and brown paper with a mix of wood and subtle colours for the textiles to give the brand a strong identity.

The large paper bag used for clothes packaging uses red rope and a wooden toggle to create a picture of quality and attention to detail and also continue the travelling theme.

A Diary style lookbook given out within the packaging with images of the clothing in more of a adventurous shoot. The customers can fill the diary in with their story and travel information.

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Stephanie Oglesby-

[email protected]


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The retail brand consists of 3 ranges...

This range is the casuals collection and is a range of t-shirt prints based on ‘The Story of Now’s’ signature style. Using a mix of muted t-shirts and prints based on the theme of travelling.

This print shows France with the co-ordinates for Paris laying over the top. The simple illustration style and mix of type creates a casual yet cool effect.

This collection’s swingtags were created from lasercut wood with the logo, mixed coloured climbing rope, a photograph taking from the lookbook showing the collection being worn and also a luggage tag where the customer can add their details. This all adds to the travelling theme.

Also sock packaging using the old map, the source of inspirsation for this brief.

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Stephanie Oglesby-

[email protected]


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Lookbook for the casuals range takes on the format of a map and calender style. It can be rolled up and carried like a map but can also be pinned up like a poster or calender to mark off your travels.

This interactive element strengthens the theme of the brand.

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Stephanie Oglesby-

[email protected]


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‘Lost & Found’ is the vintage section of the store, the name deriving from the lost and found section of an aiport etc. This vintage / urban renewal section is based on the idea of a swap shop where you can trade clothes on your travels. As the pop-up store is constantly moving you can trade clothes from people throughout the world.

The screenprinted bag would be one for the consumer to keep trading within.

The print for the wallpaper is based on a mixture of holiday items to create a random print just like random items that may be found in the ‘Lost & Found’ section of the store.

The Trading card can be filled in everyday you ‘Lost’ (give-away) or ‘Found’ (buy) an item so it is a document of the journey of your clothes.

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Stephanie Oglesby-

[email protected]


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‘Passport’ is the elite range within the store, the concept based on travel documents, passports etc. The logo was developed to look more prestigious, encorporating travel-ling imagery with it to make a more decorative stamp look to resemble a passport stamp.

The Swingtag, receipt card and Lookbook are gold fold with the stamps to look like travel documents.

Extra attention to detail has been made with the change of rope stock and details but still in keeping with brand to extend it but not loose it’s strong identity.

The ‘Passport’ collection is a range of t-shirt prints from 10 known designers from around the word. The lookbook showcases each designers work in a document style.

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Stephanie Oglesby-

[email protected]


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Interactive App

The ‘Story of Now’ interactive app can be downloaded and you can post images and stories about your travels.

The images are added to a database and are printed with your information, Name/ Date/ Location onto postcards which aare given away with every purchase.

This emphasises the travelling idea, how the store encourages you to create a more memorable and exciting lifestyle for yourself and to create ‘Your Story Now’.

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Stephanie Oglesby-

[email protected]


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The store will take on a pop-up format and will travel around all major cities throughout the world on 2 tours.S/S and A/W, this emphasise the travelling theme.

The web can be accessed at all times to buy clothing access your stories, build up a profile, map your journey and find info about travelling.

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brief 3 boards

Documents

Transcript of brief 3 boards