content introduction m o o d b oa r d T h e lo g o The card T h e ta g s T h e pa c k a g i n g overview
intr od u c tion
Underspell is a fashion brand focus on ready-to-wear and accessories, target on young women between the age of 20 to 30. The brand wants to creat an impact on young young customer so it was named as
Underspell , which means being bewitched or fascinated/mesmerized by something or just simply undertanded as being strongly influenced by someone. The overall concept is searching differrent materials (achitecture, Art, culture,,,), “collage” them to creat a modern hybridization between those. Textile and graphic print are the chosen languages used to express the idea, the style and the quality of the brand. These are considered as its unique features that keep Underspell stand out among others. The first collection launched by Underspell , named “coexistentity”, selects eastern and western culture as the “ raw materrials” to research and begins creative process, In the future, underspell also wants to develop as a contemporary concept brand by designing and producing its own range of life style products such as stationary, furniture and so on.
I
the l ogo Instead of giving the logo a mysterious feeling as the brand name already is, I decided to creat a more modern and graphic impression with graphic drawing and a simple color range. The Kaleidoscope effect is intentionally used to express the term “ being fascinated/mesmerized�.
the c a r d
The business card is inspired by the pocker card layout in order to give a playful feelling. The front contains the brand name and the logo highlighted on top of a raw texture. The back contains address and contact of the brand with a small graphic image in the middle.
size: 10*6.5cm material: raw cardboard
the tags The brand comes up with 2 tags: for accessory and for clothes. The accessory tag is a piece of linen fabric with the brand name printed on top. The clothing tag included 2 layers: a cardboard with the logo and a cutout detail to show a part of the underneath layer which is a piece of linen fabric.
Accessory tag: size: 2*8cm material: linen
clothing tag size: 5.5*8cm material: raw cardboard, linen.
the packaging The shopping bag is made in linen, closed at the back by a pin with a sticker of the logo. The front contains the brand name printed on fabric. Wrapping paper available in 2 paterns : black/ white brand name repeated and broom’s graphic image, which appeared on the business cards, also repeatly printed.
shopping bag : size: 30*40cm (for clothing), 15*20cm (for Accessory) material: linen
wrapping paper: size: 50 cm large and available in roll material: carbon paper