CONCEPT
MAYA SRIVASTAVA OUGD 303 - FINAL MAJOR PROJECT BRIEF 3 - FASHION BRANDING
Danielle Robinson’s collection is based on geometric shapes and panelling, so this is something that needs to be carried through and represented in her brand identity. The branding has a playful and edgy feel, much like that of the fashion brands that had inspired her collection, such as Mui Mui and BCBG.
The decision to go with the monochrome colours was based on that we did not want to highlight one particular colour from the collection as being of more importance than the others. This also gives the brand identity more longevity, as it is not too focused on her current collection, rather the style (playful and edgy) of garments that Danielle designs. This also means that there is the possibility of adapting the colours in the future to represent future collections, if appropriate. 1/6
LOGO, PATTERN AND CUSTOM TYPEFACE
MAYA SRIVASTAVA OUGD 303 - FINAL MAJOR PROJECT BRIEF 3 - FASHION BRANDING
The typeface has been based on the main elements that I wanted to convey from Danielle’s work - geometric shapes, playful, modern and panelling. The letters have all been created using geometric shapes. The decision to use block colour and strokes is to represent the panelled element of Danielle’s garments. The letters are all uppercase, as I believe this makes it bolder, which is something Danielle’s clothes definitely are.
This typeface has then been used to create Danielle’s logo - ‘Danielle Robinson’. This works well as it is clear and simple. I also created a supporting pattern to be used throughout the identity based on Danielle’s initials - DLR. This has a more playful feel to it than the logo due to the overlapping letters and the angle that it is at. 2/6
STATIONERY This consists of business cards, letterhead, compliments slip and CV. The design of all of these has been kept simple.
MAYA SRIVASTAVA OUGD 303 - FINAL MAJOR PROJECT BRIEF 3 - FASHION BRANDING
The supporting typeface that I have used throughout is Helvetica Neue. I think that this works well with the typeface that I created, as it is a clean and simple sans serif typeface, with a similar weight to the stroked elements of the typeface that I created. I did not want to use a typeface that would detract or clash with the custom typeface.
The stock that I selected was pearlescent paper and card. The reason for this was to reflect the shininess of the fabrics, such as silk, that Danielle had used in her collection. I wanted the stationery to have a sophisticated feel about it, as Danielle had spent a lot on materials to make sure that the garments are of the highest quality, so I felt that it was important to reflect that within her identity. 3/6
PACKAGING
MAYA SRIVASTAVA OUGD 303 - FINAL MAJOR PROJECT BRIEF 3 - FASHION BRANDING
This consists of bags, tags and hangers. Everything has been kept white, with the use of the monochrome brand elements. This means that everything is consistent across the whole identity. As with the stationery, the tags have the supporting pattern on the reverse and are made of pearlescent card. The colour of the ribbon matches the lighter grey of the pattern, and is silk to go with the materials used to make Danielle’s garments.
The bags have the pattern on the inside of the bag, and the ribbon handles go with the logo on the outside of the bag. I feel that this communicates the luxury, high-quality element of Danielle’s brand.
4/6
LOOK BOOK
MAYA SRIVASTAVA
The look book reflects the more playful and modern element of the brand. The layout of the pages showing Danielle’s garments have been based on the geometric shapes used to create each of the letters of her name. This adds a much more personal elements to the look book, but also gives an edgy feel as the layout is very modern and unique.
At the back of the look book, there are also a few pages showing some of Danielle’s illustrations of the garments, as I feel that these tie in with the playful style as well. There are also a couple of pages showing some of the fashion brands that most influenced Danielle’s collection.
OUGD 303 - FINAL MAJOR PROJECT BRIEF 3 - FASHION BRANDING
The supporting pattern has been used on the filler pages, again tying the look book back to the brand identity.
5/6
TYPOGRAPHIC PRINTS (EXTENSION OF BRIEF) To make the most of the typeface that I created, I decided to extend the brief a bit to create a range of typographic prints.
MAYA SRIVASTAVA OUGD 303 - FINAL MAJOR PROJECT BRIEF 3 - FASHION BRANDING
Despite the fact that this extension of the brief was meant to be a separate element, I still wanted it to reflect fashion, as this is obviously where my idea for the typeface came from, and I thought that it would tie it back to the main element of the brief well. I selected some of my favourite quotes to do with fashion, design and style to use.
As this extended brief developed, it began to tie back to Danielle’s identity and collection more. While I experimented with other background for the prints, using photographs of Danielle’s garments seemed to work best. I chose images where I felt the garments and poses best reflected the quotes. The colours have been based on two of the key colours from within Danielle’s collection. I think that this puts a bit of a spin on things as it does not use the monochrome colours like Danielle’s brand identity, but it still ties back to her collection.
6/6