COP3 | GRACIE BISSET | A PEACOCKS RE-BRAND AIMING TO TEST THEORIES GATHERED FROM RESEARCH
INITIAL IDEAS When beginning the Peacock’s Re-brand, the first consideration made was to identify Peacock’s brand identity as research found that branding is a communication of this so that consumers can evaluate whether they would like to associate with the brand. The issue found from a Peacocks store visit was that this identity was not communicated well or consistently, so this new branding would aim to achieve this.
From a visual perspective, it was argued that repetition and pictorial cues appear to be the most successful in terms of standing out to the consumer and remaining within memory. Therefore, it was planned for the logo to be designed with an icon to strengthen brand associations and improve the consumers memory of the brand. This icon was planned to be drawn from a peacock bird in order to solidify the message.
The brand was found to fit comfortably into the human characteristic group of ‘Sincerity: domestic, honest, genuine and cheerful’, therefore the design aimed to communicate this plus similar characteristics. Whilst establishing this identity, the target segment for Peacock’s was identified as research found that targeting segments increases the chances of consumers responding to a brand. The branding was designed with this consumer segment in mind at all times.
A further aim of the branding was to remain recognisable as the Peacock’s brand. As brands often go through changes, research found that it is important to sustain the brand through these in order for success. This ensures new customers are drawn in but loyal customers are not alienated. Furthermore, this means the positive attitude that a brand has built over years is not lost.
GRACIE BISSET INITIAL IDEAS
FURTHER RESEARCH During this idea generation and planning, further research was carried out with a practical focus. Firstly, a primary research trip was undertaken to a Peacockâ€™ store to get to grips with the brand experience and where the brand might be failing or succeeding. This highlighted many issues, mainly the inconsistency of branding throughout the store.
Research was also conducted into colour theory. This was to ensure the brand identity would be communicated correctly as well as a sense of trust, security and reassurance. This also ensured that the colours would be suitable to fashion branding as well as appealing to the wide audience/consumer segment
Successful competitors of the brand were also analysed, identifying what techniques were being used across their stores and their online presence. Here, it was found that many fashion brands use a very similar foundation of techniques but communicate these in a way that is relevant to their identity. It was found that these brands communicate this far more clearly and the overall brand experience is more professional and engaging.
GRACIE BISSET FURTHER RESEARCH
EXPERIMENTS The experimental stage was primarily type based, involving testing a wide variety of typefaces and evaluating the messages that each communicated- the brand identity was considered at all times during this to ensure it was communicated effectively through type and image.
As these logos developed, each were tested in basic labels and with images to evaluate the success of each logo. The tag line was also brought in as this currently features in Peacock’s current logo and is the basis of their identity as a brand. As sources suggested, the Peacock’s brand needs to remain recognisable, so maintaining these simpler elements aided this.
In order to aid this, images were drawn in from Peacock’s website and Instagram. By pairing the experiments with these, it was possible to identify whether the message communicated was appropriate to the Peacock’s brand. Many of these experiments followed the similar structure used by fashion brands as found from research, this being a logotype, often capitalised with an increased kerning. Although this was used as a guide, ultimately the logo required a differentiation from these competitors as research found is important for success, particularly within fashion.
GRACIE BISSET EXPERIMENTS
DEVELOPMENTS As the logo developed, the typefaces were refined to under 5 to develop further. At this stage, icons were introduced which subtly reflected shapes drawn from the bird. It was found that by using to many of these, the branding became too feminine, and although females were the primary target, this still risked alienating the male audience. Therefore, a singular, more masculine version was used. This icon was planned to be used across all elements of the brand including the logo to act as the visual cue that sources from research discussed. Aiming to improve the consumers memory of the brand. Again, throughout this, the brand personality/identity was referred back to, particularly through images, to ensure it was communicated correctly and effectively.
Colour was also introduced at this stage. It was found that many logos in fashion lacked colour and so this could act as a form of differentiation from the competition. This colour palette aimed to communicate reassurance and trust (as consumers are more likely to invest in brands that communicate this and keep promises) whilst appealing to all audiences within the segment. This is achieved through pastel colours and a varied, adaptable palette. Furthermore, labels were developed at this stage bringing in the refined designs. Here, the full brand and its personality were beginning to be visualised and the beginnings of brand guidelines were established.
GRACIE BISSET DEVELOPMENTS
FINAL OUTCOME Once the brand guidelines and identity were established, this was communicated consistently across a variety of brand collateral including labels, bags and hangers. An important point found from research was that the brand personality must be maintained across all areas of the brand, so there was a focus on consistent application of the branding. This solved the issue found in Peacockâ€™s stores of mismatched labels.
A further aim of the re-brand was to have more quality signals as these were found to help brand succeed and develop their value. This signals were primarily communicated through materials, for example, ribbons were used for the tags and bag handles as opposed to plastic. A thick paper stock was used for the bags and glossy stock was used for the labels. And hangers have the logo more professionally presented (as many hanger stickers in store were found to be wonky).
This application also demonstrated the adaptability of the brand which research concluded successful brands achieve. This is mainly achieved through the colour palette which can be applied in a variety of ways. This was utilised to identify mens and womens collections which will aid the utilitarian shopper experiencing Peacocks.
The final logo design used a lower-case sans serif which communicated affordability more effectively than a serif. The lower-case and increased kerning also communicate trust as well as the brand personality e.g. honest. This was paired with a serif tag-line as a quality signal without the consumer segment feeling the brand is out of their price range.
GRACIE BISSET FINAL OUTCOME
FINAL OUTCOME This branding was presented further through mock ups of the website and an editorial piece. It was found that these platforms are now required for brands to succeed and stay within the consumer memory. The general structure of the website was kept to maintain the previous Peacockâ€™s brand, however the new design was more professional and communicated the personality more clearly. Analysing the online aspects of the Peacockâ€™s brand, it was found that the personality was not communicated consistently across the platforms at all, so this website redesign would be a step towards this. The website is also clearer to navigate, further satisfying utilitarian shoppers.
The editorial piece was a further platform to communicate the brand personality and develop this consistently accross all platforms. Although this experiment did not develop much due to limited online content, it remains as a demonstration as to the improvements that Peacocks could make to their branding.
GRACIE BISSET FINAL OUTCOME
TESTING As a form of testing the re-brand, a survey was created and sent to those within the chosen consumer segment. This firstly evaluated the perspective of each respondent, evaluating their attitude currently held about Peacocks and whether they had experienced the brand before. The following questions regarded the rebrand, testing theories such as quality signals and brand personality. The results of this survey suggested that overall the rebrand was successful, which further suggests that the techniques being tested do aid the success of a brand. These techniques included quality signals, communicating brand personality and communicating an identity that the consumer segment shares or desires. One theory was questioned, this being the need for brands to remain recognisable through any changes - in particular through rebrands. There was a split between respondents as to whether they could see the original brand through the changes - however 71% of respondents said that they would be more likely to shop at Peacocks with the changes. This suggests that a brand can
still succeed even if they are still not recognisable - however this issue raised from the results suggests that more in depth research is required in order to fully conclude whether this is necessary, Furthermore, the branding would need to be implemented over years to draw any definite conclusions about its success, the survey only gives suggestions.
GRACIE BISSET TESTING