PHILE

PART 1 BIOGRAPHY of PHILE

Vision Corperate Identity

Logotype

VISION

“ Be Yourself Comfortably ” ,

CORPERATE IDENTITY

PRIMARY LOGO WITH COLOUR BACKGROUND

SECONDARY LOGO USE FOR SMALL SPACE

FONTS

Cyrene

Regular

Helvetica Neue

Libre Bodini

LOGO USAGE

ACCEPTABLE USAGE

The logo should always be used in its original form, without any alterations or modifications.

UltraLight Italic

UltraLight Thin Thin Italic Light Light Italic

Regular Medium Medium Italic Bold Bold Italic Italic

UNACCEPTABLE USAGE

Regular Medium Medium Italic Bold Italic Bold Italic

When using the logo on a colored background, make sure that there is sufficient contrast between the logo and the background to maintain legibility.

Do not adjust the original aspect ratio.

Do not use primary logo and secondary logo together.

The logo should not distort, stretch or skewed in any way.

LOGOTYPE

PEACE RIBBON INSPIRED

THE LETTER "P" IS ADJUST WITH A LINE AT THE LEFT OF LETTER, RESEMBLING A PEACE RIBBON THAT REPRESENTS THE BRAND'S PEACE AND FRIENDLY.

SECONDARY PRIMARY

FEMALE GENDER SYMBOL INSPIRED

WE USE A LONG SERIF "P" RESEMBLING A FEMALE GENDER SYMBOL. REPRESENTING OUR STANDPOINT IS ENGAGING WOMEN TO CONFIDENT AND LOVE YOURSELF.

THE LETTER "H" IS STYLIZED WITH A LOOP AT THE TOP, RESEMBLING A SMILE THAT REPRESENTS THE BRAND'S WELCOMING AND ACCEPTING NATURE.

PART 2 VISUAL of PHILE

VISUAL IDENTITYGRAPHIC ELEMENT

VISUAL OF SERVICE

100% Wool

MADE IN THAILAND

Machine-Warm normal wash

Handwash-Warm

KINDLY SPIN OR WRING

PART 3 MARKET ANALYSIS

SWOT ANALYSISTARGET GROUPPOSITIONINGTRENDPEN POTRAITBMC

SWOT ANALYSIS STRENGHTWEAKNESS

- Strong and unique Identity

- Can be very effective in improving employees performance

- Can improve costomer satisfaction score

- Have a positive and valuable brand concept

- May require considerable time to see results

- Resource limitation

- Heavy reliance on social media for brand awareness and promotion

OPPORTUNITIES THREATS

- Create new product lines

- Expand distribution option

- Partner with influencers or celebrities to reach a wider audience and increase brand awareness

- Increase sustainability efforts to appeal to consumers who value environmentally conscious brands

- Strong and unique Identity

- Climate change that cause to the customer attitude

- Changes in consumer preferences and trends that may impact the brand's appeal

TARGET GROUP

AGE : 20 - 34 YEARS OLD

OCCUPATION : ARTIST, STUDENT, MODEL

GENDER : FEMALE

INCOME : 15,000 - 70,000฿ +

LIFESTYLE : TEENAGE WOMAN, LOVE TO ONLINE SHOPPING AND CHILL BUT THEY PAY ATTENTION TO THE DETAILS OF CLOTHES. FURTHER MORE, THEY LOVE THE HANDMADE DETAILS. THEY LIKE TO COLLECT AN ARTPEICE. UPDATE THEIR LIFESTYLE ON SOCIAL MEDIA. LIKE TO PULL UP WITH MANY PEOPLE AND DRESS UP TO EXPOSE THEIR PLAYFUL ATTITUDE.

TARGET GROUP

01 - LINMICK

02 - JOSEPHINE BIRGITTA

Ages : 24 Years old

Occupation : Model / Photographer / Artist

Based in : New York, USA

Ages : 21 Years old

Occupation : Student

Based in : Borås, Sweden / Bangkok, Thailand

PEN POTRAIT 01

EMILY

EMILY, A 28-YEAR-OLD FASHION INFLUENCER FROM COPENHAGEN AND NEW YORK. SHE IS THE ULTIMATE FASHIONISTA, WITH A LOVE FOR ALL THINGS BRIGHT, COLORFUL, AND BOLD. HER PASSION FOR FASHION BEGAN AT A YOUNG AGE WHEN SHE USED TO SPEND HOURS PLAYING DRESS-UP WITH HER MOTHER'S VINTAGE CLOTHING.

SOFIA'S STYLE IS A REFLECTION OF HER BUBBLY AND VIVACIOUS PERSONALITY. SHE LOVES EXPERIMENTING WITH DIFFERENT STYLES AND TRENDS, BUT ALWAYS ADDS A PERSONAL TOUCH TO MAKE IT HER OWN. HER WARDROBE IS FULL OF VIBRANT AND COLORFUL PIECES, WITH A PARTICULAR LOVE FOR LIGHT BLUE, TURQUOISE, ORANGE, PASTEL YELLOW, AND CREAM.

SOFIA'S LIFESTYLE IS JUST AS COLORFUL AS HER WARDROBE. SHE ENJOYS SPENDING TIME WITH HER FRIENDS, GOING TO MUSIC FESTIVALS, AND EXPLORING NEW PLACES. SHE IS A SOCIAL MEDIA ENTHUSIAST, ALWAYS UPDATING HER FOLLOWERS ON HER LATEST FASHION FINDS AND ADVENTURES. HER HOME IS DECORATED WITH WARM AND BRIGHT MOODS AND TONES, WITH PLENTY OF PLANTS AND TREES TO ADD A LIVELY TOUCH.

BUSINESS MODEL CANVAS

KEY PARTNERSKEY ACTIVITIESVALUE PROPOSITIONCUSTOMER RELATIONSHIP

SUPPLIER

- YARN FACTORY

- HARDWEAR FACTORY

RETAILER

- DOVER STREET MARKET

- CLUB 21

EVENT

- PUBLIC GARDEN

- UNFORGETABLE DESIGN

- CUSTOMIZABLE AND ICONIC-DETAILED

- ONLINE PROMOTING

- CUSTOMER LOYALTY

- ENSURE QUALITY OF PRODUCT

- VARIATION OF GARMENT FOR VARIOUS OCCASION

- APPROPRIATE MATERIAL AND DESIGN FOR EVERY WEATHER

- UNIQUE DESIGN BUT EVERYONE CAN CARRY IT

- FRIENDLY USER

- WIDE RANGE OF PRODUCT

- LIFESTYLE GOODS

COST STRUCTURE

- MARKETING AND PR

- SALARIES

- TRANSPORTATION

- PRODUCTION

- VENUE RENTAL

CUSTOMER SEGMENT

- COMMUNITIES

- DELICATED PERSONAL ASSIS-

TANCE

- SALES AND SUPPORT

- SOCIAL MEDIA PARTICIPATION

ALL THE TIME

KEY RESOURCES CHANNELS

- CRAFTMANSHIP TEAM

- COST

- MARKETING TEAM

- STOCK

- GRAPHIC DESIGNER FOR ONLINE CONTENT

OFFLINE

- DOVER STREET MARKET

- CLUB21

- TRADE SHOW

ONLINE

- INSTAGRAM

- WEBSITE

- LINE OA FOR INFORMATION

REVENUE STREAM

- PRODUCT SELLING

- COMMUNITY

AGE : 20 - 34 YEARS OLD

GENDER : FEMALE 60% MALE 40%

OCCUPATION : ARTIST, STUDENT, MODEL

INCOME : 15,000 - 70,000THB +

LIFESTYLE : TEENAGE LOVE TO ONLINE SHOPPING AND CHILL BUT THEY PAY ATTENTION TO THE DETAILS OF CLOTHES. FURTHER MORE, THEY LOVE THE HANDMADE DETAILS. THEY LIKE TO COLLECT AN ARTPEICE. UPDATE THEIR LIFESTYLE ON SOCIAL MEDIA. LIKE TO PULL UP WITH MANY PEOPLE AND DRESS UP TO EXPOSE THEIR PLAYFUL ATTITUDE.

POSITIONING

TREND

Surreal softness

The concept : the growing use of digital tools and 3D printing technology inspires playful surrealism and trompe lʼoeil effects . Hard materials mimic so forms, while knitting is given a sculptural treatment.

Artistic Fusion

The concept : This trend embraces the artistic fusion of textiles and print patterns, creating a harmonious blend of textures and visuals. The collection showcases innovative techniques and designs.

PART 4

DESIGN DIRECTION AND PROCESS

MOODBOARDDESCRIPTION

TREND PHOTOSHOOT

COLLECTION

OXYTOCITY

AUTUMN WINTER 2023

OXYTOCITY

AUTUMN WINTER 2023

The OXYTOCITY Autumn Winter 2023 collection is inspired by the story of a young girl who has a strong bond with her mother. The concept revolves around the idea of how she would navigate life without her mother being present. This concept is translated into a design collection that showcases how this young girl can grow and develop independently.

TRENDTECHNIQUES & DETAILS

PHOTOSHOOT DIRECTION

MOOD AND TONE : YOUTH / ENERGETIC / COZY

The highlight of this collection is the knit print pattern that incor- porates trompe l'oeil effects, drawing inspiration from the handmade works the girl used to create with her mother during her childhood. As she grew up, she embraced the use of handmade techniques to create gifts for her loved ones. This concept blends handmade details with trompe l'oeil effects to convey love and emotion to customers. The collection also features pocket details that mimic the concept of the girl carrying her mother's memories and teachings as a source of inspiration and encouragement in her life journey.

Surreal SoftnessQuiltTrompe l’oeil EffectKnitting

PART 4

MARKETING PLAN

COMMUNICATION STRATEGYCAMPAIGNSOCIAL MEDIA PLATFORM

Pride Month campaign aims to celebrate love, promote inclusivity, and engage with the LGBTQ+ community. By offering a special Pride-themed collection and running a promotion

Celebrate Love, Embrace Pride

#CelebrateLovewithPHILE

"Love for All" Discount: Enjoy 15% off all Pride-themed items throughout the month of June. Use the code PRIDE15 at checkout. Additionally, for every purchase from the Pride collection, we will donate 10% of the proceeds to a local LGBTQ+ organization.

"Love for All" Discount: Enjoy 15% off all Pride-themed items throughout the month of June. Use the code PRIDE15 at checkout. Additionally, for every purchase from the Pride collection, we will donate 10% of the proceeds to a local LGBTQ+ organization.