Danielle Muntyan OUGD603 Extended Practice Brief # 8 Posh Tots - Branding & Identity

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The Brief

To design and create the branding and identity for a new Childrens Boutique based in the small village of Askern, Doncaster.

Brief Type

Live Brief

Client

Emilie Muntyan

Context & Target Audience

The Childrens clothing industry is growing every year with both high-end designers and high-street stores both releasing new lines, and seasonal collections, ensuring that children are as trendy as their parents.

It is evident that in Doncaster their is a need for a luxury, high-end, quality Childrens Boutique specialising in both boys and clothes designer clothes. This is the niche market my client, Emilie has taken an interest to, and is therefore developing her business, Posh Tots around.

Even though the store will sell clothes for both boys and girls aged 0-10 years, the primary target audience will be their parents, mainly Mothers. In addition, other associative family members and friends may purchase gifts, or items for their children.

As the shop will be located in a small village, custom will be largely through word of mouth, as well as through an e-commerce website selling a selection of seasonal stock.

Considerations

There are several considerations which needed to be thought through in regards to the brief, such as the logo, colour scheme, stock and range of deliverables to ensure that the solution is in-keeping with the brief and is approved by my client.

Solution

Posh Tots is an up-market, luxury Childrens Boutique located in Doncaster which sells both boys and girls designer clothing, shoes and accessories.

Evaluation

I feel this brief has allowed me to be quite experimental in terms of design and the processes used, whilst being hands on in terms of production and execution of the mock-ups. I feel I was able to complete this brief in a short amount of time even though I was given the project last minute. My client is in love with the branding for her new store. I feel this brief gave me a chance to expand the boundaries of the fashion industry again, working on more branded elements than promotional look books and posters.

Danielle Muntyan OUGD603 Extended Practice Brief # 8 Posh Tots - Branding & Identity

Designer Clothes

There is a growing demand for Designer Childrens clothes, usually only available in select department stores, i.e. Harvey Nichols and Selfridges.

These items are also available in smaller stores, Boutiques and e-commerce sites, however these types of store are more often not Flagship stores located in major cities i.e. London, Liverpool and Manchester.

In-Store Experience

Whilst the name or label is the number one selling point in regards to Designer clothing, the store interior allows for the shopping experience to be more than just a shopping trip, and becomes an interactive, hands on and fun chore. The interior of the specialist Childrens Boutiques are often clean in terms of colour scheme and design, allowing for store layout and visual merchandising to be key selling points from season to season.

Contextual Research

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Campaigns

Whether Childrens Collections are Designer, High-St or Bespoke, usually these are backed with a high-end editorial photoshoot allowing for relevant campaigns to be developed in the same way as a Womenswear collection advertisement is.

My client has stated that the interior of her store in Doncaster will be Contemporary Modern Vintage crossed with Shabby Chic, allowing influence to be taken from the In-Store shot above to be of great inspiration.

Danielle Muntyan OUGD603 Extended Practice Brief # 8 Posh Tots - Branding & Identity

Logo Design

Wanting to avoid a stereotypical approach to a luxury clothing store logo, i.e. solely typographic, I felt it was important to reflect the brand image my client is aiming to portray through the interiors and featured collections, using illustration.

The examples of logos shown above were a major influence in the approach taken to aesthetic, tone and the shabby chic feel.

Aesthetic & Tone

The aesthetic is influenced by clean and simple Fashion Branding, allowing the emphasis to be on the logo itself and the noted information in order to not overwhelm the viewer.

The use of a subtle pattern to break up the many white elements is a delicate touch in the example shown above, and inspired me to experiment more in this respect.

Aesthetic Influence

Foiling

Gold foil has been used as the main colour for the printed, branded elements, contrasted with black body copy where needed, and crisp white stock.

The gold allows the user to be visually directed to this at first sight, allowing the focus to be on a specific message, whilst feeling and looking up-market, luxurious and expensive.

Typography & Execution

The above image shows great attention to detail in regards to the combination of typefaces and type setting, as well as featuring an additional wrap-around tag for detail and impact. This example embodies the visual image my client would like to portray through the Posh Tots branding. By photographing the artwork on a dark background this also adds emphasis to the design and contrasting type with the stock.

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Danielle Muntyan OUGD603 Extended Practice Brief # 8 Posh Tots - Branding & Identity

BRAIN FLOWERa b c d e f g h i j k l m n o p q r s t u v w x y zA B C D E F G H I J K L M N O P Q R S T U V W X Y Z0 1 2 3 4 5 6 7 8 9. , ! % & ( ) -

AVENIR BOOKa b c d e f g h i j k l m n o p q r s t u v w x y zA B C D E F G H I J K L M N O P Q R S T U V W X Y Z0 1 2 3 4 5 6 7 8 9. , ! % & ( ) -

Final Logo Design (top left)

Avoiding the use of stereotypical designs and illustration allows for a more luxurious unisex logo design stating fashion in a subtle manner, hence selecting the logo most noted through primary research, featuring a simple branch and leaves, being subtle and delicate. Even though the products are high-end, the brand can allow to be more playful and contemporary in its overall image and design allowing the store to be noticed, recognised and remembered.

Typography

Two different typefaces have been used, Brain Flower and Avenir Book, in order to create a contrast between different elements.

Whilst the typography reflects both the up-market and luxury side of the brand and its products, the subtle illustrative detailing adds a subtle vintage tone to the overall design.

Development: Logo and Pattern Design

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Pattern Design

A brand pattern has been developed from a drawn illustration featured on the Store Opening Invite, allowing for a print which can be ran across numerous elements in different ways, allowing for a visual association with the store and the brand.

Logo Design

A range of logos have been designed to pitch to my client. The logos are derived from the idea of up-market modern vintage combined with shabby chic.

Danielle Muntyan OUGD603 Extended Practice Brief # 8 Posh Tots - Branding & Identity

Branding and Stationery

A basic set of branding allows for the business to communicate with suppliers and customers on a daily basis, whilst promoting the store, website and brand.

The overall aesthetic and tone is clean and illustrative using hand drawn patterns and line work which have been manipulated digitally.

Stocks and Substrates

The Gold foil blocked logo and type elements are complimented by a crisp 140gsm White Card, allowing for the typographic and illustrative details to be legible and readable.

This is further complimented with black ribbon detailing to create contrast and a visual link to the black type used on numerous elements.

Outcome - Branding Overview

Business Card

The tone of voice for both the branding, website and product packaging is high-end, luxury and shabby chic, combined with contemporary vintage.

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Deliverables

- Logo- Business Card- Letterhead & Envelope Set- Opening Night Invitation & Envelope Set- Hang Tag- Gift Box- Wrapping Paper- Gift Voucher & Holder- Promotional Voucher- Collection Look Book- Website Proposal

Danielle Muntyan OUGD603 Extended Practice Brief # 8 Posh Tots - Branding & Identity

Detailing

Business Cards, Gift Vouchers and Letterheads (top image) all feature contact details, location and website address which have been foiled to add a luxury finish whilst keeping consistent with the remainder of the packaging.

Envelopes used for Letterheads, Gift Vouchers and Invites feature additional wrap-around seals reflecting a more up-market visual image.

Outcome: Product Packaging

Gift Box & Wrapping Paper

A hand drawn illustration has been manipulated digitally to create a pattern to feature across the packaging design and gift wrap.

A range of different sized gift boxes would be available in-store as well as a gift wrapping service.

The gift boxes feature the same closure as the envelopes, adding a consistent touch whilst adding a luxury finish.

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Danielle Muntyan OUGD603 Extended Practice Brief # 8 Posh Tots - Branding & Identity Outcome: Gift Card & Hang Tags

Hang Tags

A Hang Tag has been produced featuring three cards, each serving a different purpose. Splitting the contents of a generic Hang Tag, allows for more detail and will be something worth keeping once taken off a garment opposed to disposed of.

The first tag features a foiled logo, the inner tag features an illustrative border, allowing for a bar code and price sticker to be placed inside. The final tag states the location, store details and website address.

Gift Card

A gift card has been produced, as well as a gift card holder reflecting the front of the business card, and the illustrative pattern on the reverse.

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Danielle Muntyan OUGD603 Extended Practice Brief # 8 Posh Tots - Branding & Identity

8/10

Outcome: Store Opening Invite

Store Opening Invitations

A typographic and illustrative A5 Invitation has been designed to promote the store opening and gain a number of those attending the event in April.

This has been designed in the form of a mailer, with the foiled invite mirroring the envelope and leading with an opening line ending to a pay-off when the invite is removed. The reverse states the RSVP date and relevant contact details.

Danielle Muntyan OUGD603 Extended Practice Brief # 8 Posh Tots - Branding & Identity

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Outcome: Promotional Voucher

Promotional Voucher

My client wanted something to entice new customers into the store within the first few weeks of opening, however did not want a poster. A Promotional Voucher has been produced as an alternative in the form of an Origami Heart, which opens to reveal a discount offer.

This will be given out with the Invitations, as well as being distributed to family, friends and the local general public.

Danielle Muntyan OUGD603 Extended Practice Brief # 8 Posh Tots - Branding & Identity

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Outcome: Website Proposal

Website Proposal

Two pages of a Website Proposal are shown, revealing the aesthetic and function of the site.

Remaining consistent with the branding, the logo, brand typefaces, pattern and illustrations have been used so the end user gains a feel for the Posh Tots brand and store image.

Home Page

The home page features a large image banner showing various looks from collections available in store. Below the banner, features an image showcasing a different collection, whilst to the right features a link to the S/S Page, all the time reminding the end user of the newest product lines and trends.

A drop down menu is featured underneath the Logo, allowing for easy navigation whilst not over crowding the top of the page.

Product Selection Page

Above shows the Product Selection Page for Girls - Dior, allowing one to choose a specific designer of interest to view. The product pages feature 6 items each, allowing for the product to be visible. Featuring 6 items opposed to 24 items per page, allows for more user interaction with the end user, whilst allowing emphasis on individual products. The minimal approach to this feels more up-market and high-end opposed to high-street with hundreds of items on offer.