Mindful Elegance for the planet conscious fashionista
BRAND STORY
We are kind to the planet and to ourselves. We believe that style should be kind to the environment and to the people of the planet, while tailoring to the need for elegant style for thoughtful urban women. From the considerations we take when we buy our materials to the programs we offer for the people living in communities who carefully craft the elegant fabric, we are constantly monitoring our sustainability practices and social responsibilities we have in those communities. The elegance lies in the organic fabrics that are durable, lovely, stylish, and above all ethically traded with sustainable growing practices. The fashions are as timeless as the name, and as elegant as women want to feel day and night. By respecting the environment and the people of the planet we create unique fashions for women that make a positive difference environmentally, socially and also personally for the unique and kind women.
PERSONA
Urban, Romantic, Stylish, Natural, Planet-Friendly, Real The primary target group for Audrey are women, aged 25 – 40 year, who are stylish and care about the impact of their consumer choices. They shop locally when they can, they buy their groceries at farmer’s markets and grow their own vegetable gardens. They use public transit or a bicycle as transportation, yet they remain stylish and unique. They have an artsy side; either by photography, film, or even decorating their home. They blog – people value their opinions, whether they know them or not, they are trusted. THEY WANT • style for everyday wear, both day & night • unique clothing that will make them feel like they are making a statement • customizable • comfort • low environmental impact • friendly to the workers that make their clothing • they would rather shop locally The secondary target group are young women, aged 15 – 25, who are just starting to be conscious of their environmental impact through their clothing. Audrey targets this group with a message that being green in style doesn’t mean you need to walk around in rags. Above all this group wants a unique style that they can personalize.
BRAND VALUES
Planet Friendly Socially Responsible Stylish Unique Kind
Unique style for the planet friendly fashionista.
BRAND ESSENCE
IMAGE WORLD
BRAND PROMISE
Audrey promises to provide timeless style with a conscious
Secondary Graphical Elements The Secondary graphical elements add a looseness and playfulness to the Audrey brand. With the overlapping signatures, it represents the graphical element that makes up the Audrey signature, however by overlapping various Audrey signatures, it creates a texture that is reminiscent of fabrics and textiles – the treads weave in and out. This secondary element is meant to be used freely and liberally... even with the logo itself. It can be used in 2 forms; the 3 overlapped signatures or the flurry of signatures.
SECONDARY GRAPHICAL ELEMENTS
Colour Palette A Primary Colour Palette The primary colour palette for the Audrey consists of a cool blue, mixed with a slightly cool black. PANTONE 309 M 100% C M Y K
100 0 9 72
R 0 G 74 B 97
PANTONE 309 M 75% C M Y K
75 0 7 54
R 0 G 107 B 131
PANTONE 309 M 50% C M Y K
50 0 5 36
R 128 G 164 B 176
PANTONE 309 M 25% C M Y K
25 0 2 18
R 173 G 197 B 210
PANTONE 7547 M C M Y K
82 66 65 79
R 10 G 18 B 19
Secondary Colour Palette A The secondary colours are represented in the photography and not used in the logo itself, used in a different season the secondary colours in Palette B. These two palettes should not be used at the same time, in the same series or campaign.
Colour Palette B Primary Colour Palette The primary colour palette for the Audrey consists of a cool blue, mixed with a slightly cool black. PANTONE 309 M 100% C M Y K
100 0 9 72
R 0 G 74 B 97
PANTONE 309 M 75% C M Y K
75 0 7 54
R 0 G 107 B 131
PANTONE 309 M 50% C M Y K
50 0 5 36
R 128 G 164 B 176
PANTONE 309 M 25% C M Y K
25 0 2 18
R 173 G 197 B 210
PANTONE 7547 M C M Y K
82 66 65 79
R 10 G 18 B 19
Secondary Colour Palette B The secondary colours are represented in the photography and not used in the logo itself, used in a different season the secondary colours in Palette A. These two palettes should not be used at the same time, in the same series or campaign.
Fonts The fonts for the Audrey brand represent the brand with it's balanced curves and sharp edges, it becomes a balance between softness and strength. The fonts are:
Neutraface 2 Text – Demi
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 1234567890 Neutraface 2 Text — book
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 1234567890 Neutraface 2 Text – book italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 1234567890
In contrast to the scripty graphical elements, Neutraface pairs quite well with it.
Website The concept for the website application for Audrey would be concentrated on the natural fibers of the materials – the background has an earthy feel to it, while the secondary graphic elements and Audrey photography fill the space in an elegant manner. These 2 examples are of the Home page and also the Outfits page under the clothes section.
Stationery The business card and letterhead concept continue to follow the overall look and feel of the Audrey brand. The choice of paper stock is highly important in this application, considering Audrey's respect for the planet. The paper stock is a 100% recycled paper (such as Revive速 from Coast Papers), which is not bleached white and remains naturally fibrous but soft and elegant to the touch. This is not only a beautiful paper stock, but it reflects Audrey's environmental core values as well.
Eva Smith Brand Manager Call: 416 278 1234 Email: eva@audreyelegance.com Postage: 215 Queen St East Suite 38, Toronto Ontario M4M 3J7 www.audreyelegance.com
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Call 416 278 1234 Email hello@audreyelegance.com Postage 215 Queen St East Suite 38, Toronto Ontario M4M 3J7
www.audreyelegance.com
Advertisements Full page magazine ad, using Colour Palette A
Mindful Elegance for the planet conscious fashionista
To find a store location near you or to shop online visit www.audreyelegance.com
Full page magazine ad, using Colour Palette B
Smile shorts from strong & durable hemp
Pure caridigan from ultra soft organic bamboo
Urbanist boots from upcycled leather and used vehicle tires for the soles
Find a location near you or shop online at www.audreyelegance.com
Applications
The Audrey clothing label would appear reversed.
The Audrey vehicle would be a Nissan Figaro
The Audrey store front signage
Concepts
Amanda Keenan hello@amandakeenan.com CopyrightŠ Amanda Keenan 2010 Strategic Brand Development One Prof. Frederick Burbach Ontario College of Art & Design