Nirvana Brand Report

AUDREY

ERNESTINA

NIRVANA

180219014

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About Nirvana SWOT STPD Brand Values and Personality Creative Brief Our Logo Visual Element Concepts Social Media Contents Samples

Brand Touchpoints Samples

ABOUT NIRVANA Nirvana Story Our story begins in 2021 when it was the first time that I launch this brand. This brand is intended to making Indonesian culture better known thru a dress that is packaged in a modern-traditional way.

Nirvana Mission To inspire the public and provide information about Indonesian Culture.

Our collection Our product is a semi-couture collection, crafted with obsessive attention to detail.

Our shop We are present online, can be purchased through our website, Instagram, and our ecommerce.

BRAND NAME PHILOSOPHY

NIRVANA a state of perfect happiness, harmony, freedom.

Nirvana inspired by the culture in Indonesia, Indonesian people are known to have a friendly personality. The harmony here is described as Bhineka Tunggal Ika and for freedom, we hope everybody feels free to explore Indonesian culture. With this name, we hoped that this brand can bring our collection positive vibes.

Strength

Unique collection design that promote Indonesian culture Has a good service Informative media Aesthetic content

Weakness

New brand Needs to be improved (more variety designs) No influencer marketing yet

Opportunities

Collaboration with other brands Expand to the global market

Threats

Famous brand Brands that have used influencer marketing Other creative content brands

Segmentation - Geographic : all over the world - Demographic 1. Age : 15-40 years old 2. Gender : Female 3. Occupation : Musician, Public Figure, Influencer 4. Income : > 10.000.000 5. Generation : Generation Z-Millenial - Psychographic 1. Lifestyle : Fashion Enthusiast, Writing, Traveling 2. Personality : Elegant, Confident, Mature, Affectionate 3. Core Values : semi-couture collection, crafted with obsessive attention to detail.

- Behavioral 1. Buyer-readiness stage : Interested 2. Attitude : Positive, Enthusiastic

Targeting - Geographic : Jakarta, London, Paris - Demographic 1. Age : 19-30 years old 2. Income : 5 juta – 7 juta Positioning Semi-couture collection with the best quality materials, which has a message on each collection for the wearer.

Positioning Matrix : http://bit.ly/PositioningMatrix

Differentiation Unique collection design (traditional-modern) Our collection is limited Informative

BRAND VALUES AND PERSONALITY Brand Value : Limited – where we only have 1 pieces, which can be bought and rented.

Attention to detail – we pay attention to the details of our collections Educated – which provides knowledge about culture in Indonesia Personality : (excitement, sophistication) Feminine Elegant Our design product Modern-traditional Semi-couture Slow fashion – because it is made 50% hand crafted 50% machine

CREATIVE BRIEF Business Objectives : Increase customer satisfaction by 80% With the best quality materials, results, and services, to achieve targeted customer satisfaction Increase market share What is meant here is the same as customer satisfaction, but after getting customer satisfaction it is expected to increase market share Brand Mission : To inspire the public and provide information about Indonesian Culture Design Keyfact : Feminine, Eclectic Elegance, Culture, Modern-traditional

Elements

Typhography

Colour

Flower Circle, symbol of happiness, neutral and unity.

N initial from Nirvana, used black rose type font.

Using a canolli beige color and a linen texture as a background. Because we want traditional and neutral elements.

VISUAL ELEMENT CONCEPTS

Layout preference - Simple, Vintage - Berframe - Quotes education - Attention to detail

Photography style - Simple, elegant look - Nude color background - Fabric as background - Aesthetic

Source : Pinterest

SOCIAL MEDIA

Content Marketing Website : Our opening page is about our introduction, promotion, and information.

Notes : All our platforms media has educational content which contains is about cultural knowledge in Indonesia

CONTENT SAMPLES

Feeds : Introduction Coming Soon First Collection Culture Information

Direct Marketing Brand Touchpoints Our Business Card for the business card design, we made it with our design keyfact, eclectic elegant and feminine style.

Online Chat we prioritize our service, where we also approach customers thru online chat.

It can start from direct messages with customers, reviews from customers, which we'll reply with a friendly and kind language to customers.

Designer Identity

Our Working Time

Brand Name

Showing the elegant and neutral eclectic style design

QR code for instagram

Our Contact Person and Places Info

Our Logo

Servicescape Brand Touchpoints Visual Cues In our social media, both through ecommerce, instagram, and website, we show detailed photos and fabrics which customers can see and imagine the material of our products although not touch directly.

Auditory Cues We'll give our customers a comfortable sense of calm, by providing a calm, harmonious sound of music on our website.

(Example) https://youtu.be/r2i91u8uuqQ https://youtu.be/RYKuJ5Wooc8

Source : YouTube

NIRVANA