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RVCA

PRESENTING A NEW ATTITUDE FOR LIFE

B A L A N C E

SURF FROM COSTA MESA CALIFORNIA

REBRAND GUIDE

THE BALANCE OF OPPOSITES 2001

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RVCA INCORPORATED

TABLE OF CONTENTS

03 04 06 07 08 09 11 13 14 15

Client P rofile

Crea tive Brief

SWO T Ana ly sis

Ex p a nd Ta rget M a rk et

Co mp etitor Ana ly sis

M oo d Boa rd & Tex tures

Sty le Guid e

Lo go Design

P rint Ad

M ed ia & M erc ha nd ise


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CLIENT PROFILE Company Name RVCA About the Company RVCA is owned by Billabong and offers apparel, accessories, eyewear, wetsuits, and other surf and skate gear. They have stores in over 100 countries, although their main revenue comes from Australia, North America, Europe, Japan, New Zealand, South Africa, and Brazil. Mission, Vision, Goals “Famous for continuously setting a new standard in board sports through youthful lifestyle brands and experiences.� Target Audience Our target audience is 20-30 year old action athletes, specifically surfers, skateboarders, snowboarders, and wake boarders. Industry Fashion, Athletic Equipment Strengths and Core Competencies The core competencies of RVCA is that there is strong brand recognition among the target audience and they have a certain exclusivity. Products/Services It provides tops, bottoms, and dresses, as well as accessories, such as beanies, bags, fedoras, wallets, gloves, hats, backpacks, belts, socks, scarves, boxer briefs, and bracelets.

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Niche Surf/skate culture

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Tone/ Current Design Style Used The current tone and design style used by RVCA is sleek, modern, cutting edge, and creative. It expresses trends in skateboarding, snowboarding, surfing, and other action sports.

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RVCA INCORPORATED

CREATIVE BRIEF Project Prepared by Rebranding RVCA Maximo Mandl Background/Overview RVCA Corporation offers action sports apparel for artists, advocates, musicians, surfers, and skaters. It provides tops, bottoms, and dresses, as well as accessories, such as beanies, bags, fedoras, wallets, gloves, hats, backpacks, belts, socks, scarves, boxer briefs, and bracelets. The company sells its products directly through own stores, as well as through distributors and retailers in Asia, Australia, Austria, Belgium, Canada, China, Columbia, Costa Rica, Italy, Japan, Portugal, Puerto Rico, Russia, Singapore, South Africa, Spain, Switzerland, Taiwan, Thailand, the United States, the United Kingdom, Venezuela, and Vietnam. RVCA also sells its products online. Further, the company publishes a magazine that focuses on art and community. The company is based in Costa Mesa, California. As of July 21, 2010 RVCA Corporation operates as a subsidiary of Billabong International Ltd.

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CREATIVE BRIEF Unique Selling Proposition (USP) RVCA is an exclusive, higher class of action sport apparel and gear. Objective/ Purpose/ Goals RVCA is about consumer satisfaction, selling merchandise that is expensive but lasts longer and is durable. We supply clothing and merchandise that is durable for action sports such as surfing, snowboarding and skating. Target Audience Our target audience is 20-35 year old action athletes, specifically surfers, skateboarders, snowboarders, and wake boarders. Words That Describe the Visual Appearance You Want to Achieve Sleek, simple, user friendly, professional, artistic, hip Taglines The Balance Of Opportunities Call to Action RVCA.com


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SWOT ANALYSIS Strengths High quality Well-known brand name among target audience Weaknesses Exclusive & Expensive Not many main stores, but more online based Opportunities Surf competitions (hosted by Billabong) Cut costs to reduce prices to make more affordable to respond to consumer demands Broaden and reach out into other markets Threats Competition Changes in consumer taste


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EXPANDED TARGET MARKET Name Kevin Long AKA “Spanky” Age 29 Gender Male Location Oak Park, California, United States Income Level $40,000-$60,000 Social Class Middle class professional skateboarder Occupation Professional skateboarder Education High school diploma Marital Status Single Hobbies Skating, making music, Illustrating, and partying Mini Bio Long was born in in Oak Park, California, United States, he grew up skateboarding in California’s Agoura Hills, which is just north of the Valley area and the nickname “Spanky” was created by a friend of Long’s older brother. He is a sponsored skateboarder for RVCA, Emerica, Spitfire, Independent Truck Company, Ashbury, Shake Junt, and Pharmacy Boardshop. He enjoys psychedelic rock and electronic music. He spends most of his free time on the beach surfing and drawing.


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COMPETITOR ANALYSIS Similar Brands Since Billabong owns RVCA, there are many other surf bands under that umbrella making Quiksilver their top competitor. Both brands are mostly online based and compete with current fashion for surf and skate gear. Other brands such as Rip Curl, Roxy, Reef, Globe, Quiksilver, O’Neill, and DC are all competitors with RVCA Current Trends RVCA along with most of its competitors are looking for a very sleek look with their designs. Not high class, but a step below making it still hard to afford their clothing. The demographic is based around consumers living by the coast or by in urbanized areas. Advertising Techniques As far as branding goes RVCA has their foot in the door for fashion. The company strives for a classy sleek look with their sponsors and models.


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MOOD BOARD


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TE XTURES

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STYLE GUIDE Color Palette Light Blue CMYK: 74, 12, 9, 0 RGB: 2, 171, 212 HEX: 02abd4 Pantone 638 C

Lime Green CMYK: 70, 0, 72, 0 RGB: 5, 205, 123 HEX: 28E875 Pantone 7476 C

White CMYK: 0, 0, 0, 0 RGB: 255, 255, 255 HEX: ffffff Pantone White

Black CMYK: 82, 71, 59, 75 RGB: 16, 24, 32 HEX: 101820 Pantone Black 6 C

Type Face Futura LT (Book) ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

DIN Black (Regular) ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

DIN Medium (Regular) ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

Futura LT (Bold) ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

Futura LT (Heavy) ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789


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STYLE GUIDE

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Adequate Designs

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Inadequate Designs


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LOGO DESIGN

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Full RVCA logo

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Abbreviated RVCA logo

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PRINT AD

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MEDIA & MERCHANDISE


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MEDIA & MERCHANDISE

THANKS FOR VIEWING!

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CONTACT INFORMATION

KATE CL

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Maximo Mandl

Mmandl137@flagler.edu

RVCA Re-brand Booklet  
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