MOMENTO 3
CONTENT
1.
Brief / written introduction about the designer and the product proposal.
2. Identify positioning. 3. Define segment. 4.
Describe the main differentiating elements of the brand.
5. Carry out a photographic production aimed at a fashion magazine to disseminate the proposal of the current season.
Describe the Visual Merchandising of the premises/showroom in order to generate sales on site.
6. Generate a speech that enhances brand identity.
7. Develop campaign slogan. 8. Include in the printed presentation symbols that characterize the brand identity. 9. Create @ for the social networks that the brand will use for its dissemination, describe what those networks will be and what identity will be given to each of them. 10.
-DEL MAR, PARA TI
ABOUT US
CHIPI CHIPI is an environmentally friendly jewelry brand inspired by the Caribbean, specifically the beaches of Margarita Island in Venezuela Starting with our name, the chipi-chipi is a species of marine mollusk found on sandy beaches present on some coasts of northeastern Venezuela, where it is consumed by local residents who also sell it in the local market. So, what better than to name our brand after something so indigenous to our shores.
Our mission is to create unique, genderless pieces that are unmatched, luxurious and of excellent quality; made with waste found on the seashore, as well as waste from restaurants near the beaches, since these also pollute the sea
With the collected waste we create necklaces, rings, earrings and bracelets. Sea nets are modified to be used as cords for necklaces or bracelets; Sea shells, glass and different plastics are turned into pendants, earrings and rings. To be true to our roots, we make our products locally, with local artisans and local supplies
After collecting the waste; These are cleaned, inspected and then sorted depending on which part of our accessories they would work best for Some materials are used as they are found and others have their shape modified or gold-plated to make them last longer.
We seek to create accessories inspired by the sea and nature, where our customers feel free and safe with each of their pieces, knowing that at the same time they are helping the environment.
OUR STORY
The proposal was born in 2022 when our designer Daniela Boyer, after five years living in the City of Buenos Aires studying design, returns to Venezuela to vacation and reconnect with the spectacular beaches of Margarita Island with which her entire childhood is impregnated.
Daniela reaches the white sand and crystalline waters of the Caribbean, the dancing waves at one end of the island and the calm waters to the northeast; but he also notes with pain the amount of waste resting on the shores of many of the beaches. From sea shells, glass, pieces of fishing nets and many other elements that, anchored in the sand, modified the panorama of what for Daniela is her longed-for memory.
The intention to modify this situation was present when our designer collected several of the waste, lay down on the sand and created some earrings with pieces of fishing nets and glass polished by the sea. For the rest of her vacation, she decided to team up with the locals on the different beaches in order to collect beach waste and design jewelry inspired by the island.
This is how our brand CHIPI CHIPI was born, from imagination, the desire to build a better world and the beauty of the Caribbean.
POSITIONING
CHIPI CHIPI is positioned as a sustainable luxury brand, with totally exclusive jewelry in which each client enjoys a unique and different piece due to its organic shapes and limited stock. At the same time, we are focused on the fight to clean the beaches of Margarita Island.
We strive to make our clients feel free and special with each of our pieces; that connect with the sea, nature and at the same time feel confident that they are helping the environment.
In addition, we also offer our clients the option of going to our stores and creating their own garments, obtaining a totally unique and special piece that represents them.
SEGMENT
Our brand is aimed at people of any sex and gender between 20-35 years old, middle and upper class, who live in the City of Buenos Aires, Greater Buenos Aires and in Venezuela; specifically in Caracas and Margarita Island. They are people who are in their last years of university or who have already graduated; They work in the creative area, they are self-confident, they seek to have fun and live their lives without prejudices.
We focus on an audience that values uniqueness, exclusiveness and quality; Spiritual, open-minded people who use clothing and accessories to express their personality. They are people who feel free to be in contact with the sea and nature, but who also care about the environment and look for ways to contribute to its care. When buying jewelry, they focus on quality, durability and water resistance. They look for items that can be worn all the time and do not get damaged. They also focus on the brand's commitment to the environment and also its commitment to its employees.
We also focus on Venezuelans who live both in CABA and its surroundings, and in Venezuela, who meet the above characteristics, but who also seek to connect with their roots and who want to have a small piece of their country with them.
SLOGAN
"FROM THE SEA, FOR YOU"
It seeks to express the message that our products are a gift from the sea to our customers.
VALUES
The values that our brand mainly represents are freedom, individuality, quality and sustainability.
DIFFERENTIAL
Each of our pieces is unique and unrepeatable because our resource is waste from the sea and surrounding areas, thus being a limiting material, but at the same time, allowing our jewelry to be different from each other and totally exclusive for each client.
Genderless pieces, created by hand, obtaining organic shapes that represent nature.
Accessories made locally with sea waste and local raw materials
Our brand has two branches, one in the City of Buenos Aires and the main one in Margarita Island, where our clients can create their own pieces from our materials completely extracted from beach cleaning by locals and collectors interested in contribute to the environment.
VISUAL MERCHANDISING
CHIPI CHIPI will have two locations, the main one will be in the Pampatar area on Margarita Island, since this is a tourist area very close to the sea, thus being able to attract many customers The second location will be found in the Palermo Soho area in the City of Buenos Aires, since it is an area where there are many clothing, accessories and restaurants that are trending, therefore it is an area where our company travels target audiences
Both stores will have a minimalist and natural aesthetic, we want our clients to feel calm and in contact with nature when they enter the stores To achieve this, the premises will be light and neutral colors such as beige and different shades of brown. There will be natural elements such as palm trees and large stones that will be used as tables and shelves The accessories will be displayed on seashell-shaped jewelry boxes that will be placed on these large stones.
The window will only have the name CHIPI CHIPI and with sand at the bottom, since it is intended that as much natural light as possible enters and that potential customers can also see the entire premises from the outside
In both stores, customers will be able to find a section where they can create their own pieces from materials extracted from beach cleaning, thus being able to create totally unique accessories tailored to each individual's taste.
PAMPATAR, ISLA MARGARITA
Palermo soho,
Buenos Aires CITY
SYMBOLOGY
LOGO
It is the name of the brand written in a wedge serif font, the letter H is elongated, connecting the two words, representing that it is the same word repeated twice and also represents a horizon. In the center of the H is a curved line that represents the waves of the sea. The dots of the i's are shaped like a rounded triangle, representing sea shells.
ISOTYPE
BRAND COLORS
An icon was created that will be used for packaging, thank you cards, stickers and social networks. This consists of a drawing of a chipi chipi (sea shell).
Box in the brand's colors, made of biodegradable materials, shaped like a sea shell and the brand isotype. It contains the slogan and isotype on a label and behind it the name of the client to whom the piece belongs.
PACKAGING BRANDBOX
STICKERS
“Thank you ” card from the brand with information on how to take care of the accsesories and the impact it had on the care of the beaches
Stickers with the brand logo and isotype, included in each purchase
WRAPPINGPAPER
Papel para envolver cada pieza, personalizado con el isotipo de la marca.
bussinesscard
SOCIAL MEDIA
Instagram: @chipi_chipi
Photos of the accessories will be posted in natural settings and on beaches, using natural lighting and creative approaches
Stories and photos of clients wearing the jewelry on beaches and in their daily lives will be shared.
Reels will be created showing the process of cleaning the beaches and manufacturing the pieces, from inspiration to the final product. There will also be videos showing how the pieces should be cared for
Collaborations will be made with influencers who have a lifestyle aligned with the brand, that means, people who are free-spirited, lovers of nature, the sea and caring for the environment
Official brand announcements will be made, such as news, store hours and customer service.
Pinterest: @CHIPI_CHIPI
Thematic and inspirational boards will be created that combine our accessories with images of natural landscapes, the sea and beaches. We will publish style guides with ideas on how to wear our pieces on different occasions.
We will also post detailed, high-quality photos of each piece highlighting its design and the materials used to create it.
YouTube: CHIPI CHIPI
We will create videos that show the history and places that inspire the collections, as well as videos that explain where the materials come from and showing how beach cleanups are carried out to care for the environment
The complete design and manufacturing process will be shown, including sketches, material selection and work in the workshop.
Videos will be created that show Margarita Island, these videos will talk about its culture, its inhabitants, traditions, history, among other things; so that customers know more about the place of origin of the brand and can connect with it.
TikTok: @chipi_chipi
Short videos will be posted showing the design and manufacturing of the jewelry, as well as videos showing how the jewelry is cleaned and how the materials to create each piece are obtained.
There will be a video showing different ways to combine each piece of the brand.
Challenges will be created that encourage followers to share videos featuring their pieces, and videos of customers will be shared showing their love for each piece.
We will share videos telling stories about how the brand was born, about its designer, the inspiration to create it; and also videos about the brand's daily life
