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FOREVER 21

PROJECT BOOK 2014 Rebranding campaign & design guidelines


Table of Content

TABLE OF CONTENT Introduction ------------------------------------------------------------------------------- 3 Target Audience ------------------------------------------------------------------------- 4 Style Guide --------------------------------------------------------------------------------- 5 Logo Colors --------------------------------------------------------------------------------- 6 Fonts & Texture ------------------------------------------------------------------------------ 7 Logo Usage (Print) ------------------------------------------------------------------------- 8 Research --------------------------------------------------------------------------------- 9


INTRODUCTION Forever 21 has quickly become the source for the most current fashions at the greatest price. It is growing quickly, featuring new and exciting store environments, a constant flow of fun and creative clothing designs and the accessories to make your look come together at the right price. Forever 21 provides shoppers with an unprecedented selection of today’s fashions, always changing and always in style. Forever 21 was originally called Fashion 21. The store was founded in Los Angeles, California in 1984 by Do Won Chang and his wife Jin Sook Chang. Forever 21 has been around for a very long time with the same fonts, same logo, same style concepts. This is why Forever 21 is doing a rebranding. A rebrand that customers will love and not forget. This rebrand will fix the fun and excited style to more of elegance and luxuriousness. Adding colors that can get the target audience’s attention will be the biggest help for Forever 21.

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TARGET AUDIENCE Forever 21 is becoming a fashion department stoer that caters to all members of the family, not just teens. It still has a similar target as the big ten retailers which are ages 18 through 24 year olds. As for the kids Forever 21, that have many clothing choices for the kids who are ages 10 through 15 can choose and enjoy from. Claire here, on the left hand side, is wearing a light pink cardigan to go with her cute jean skirt. Matthew and Alex, the two boys on the right hand side wanted to have a look of fashionable young man. Matthew wanted to have an older look. Alex in the other hand wanted to go for the look of a celebrity.

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STYLE GUIDE SYMBOL The symbol has been created using a hanger to indicate that it is a clothing industry. To make the logo simple, the color chosen for the campaign project is black.

FOREVER 21 The font chosen for the company logo is called cavier dream. Cavier Dream is a simple thin font that can match with anything. Its similar to the old font but thin, so the target audience’s won’t get confused.

FONT

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FOREVER 21

FOREVER 21

R: 174 G: 213 B: 211

R: 233 G: 192 B: 161

FOREVER 21

FOREVER 21

R: 238 G: 164 B: 165

R: 176 G: 216 B: 173

These are the colors that I have chosen to go with for the campaign project. The top left color gives the feel of fun and excitement that reminds people of the sky, beach and more. The top right color gives a feel that is elegant, modern, old and chic. The bottom left, pink gives the same feel as the blue. The bottom right green gives the feel of life.

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FONTS & TEXTURE

FOREVER 21 CAVIAR DREAMS abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

FOREVER 21

ALEGRE SANS ABCDEFGHIJKLMNOPQRSTUVWXYZ

FOREVER 21 BEBAS NEUE ABCDEFGHIJKLMNOPQRSTUVWXYZ

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PRINT

FOREVER 21 WE ARE ALL MADE UP OF THE SAME SKIN AND BONES. WHAT SEPARATES US IS WHAT WE DRESS OVER IT.

FOREVER 21

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RESEARCH “Forever 21.” Wikipedia. Wikimedia Foundation, 01 Aug. 2014. Web. 10 Jan. 2014. “Google.” Google. N.p., n.d. Web. 10 Jan. 2014. “Shop Forever 21 for the Latest Trends and the Best Deals | Forever 21.” Shop Forever 21 for the Latest Trends and the Best Deals | Forever 21. N.p., n.d. Web. 12 Jan. 2014. “The Competition Should Be Terrified Of Forever 21.” Business Insider. N.p., n.d. Web. 15 Jan. 2014. “6 Things You Didn’t Know About Forever 21 Inspirations.” WhippedSTYLE. N.p., n.d. Web. 12 Jan. 2014.

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THANK YOU

Frisby 10 3 1