Issuu on Google+

FOREVER 21

PROJECT BOOK 2014 Rebranding campaign & design guidelines


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.

3


Table of Content

TABLE OF CONTENT Introduction -----------------------------------------------------------------------------2 Target Audience ------------------------------------------------------------------------- 4 Style Guide --------------------------------------------------------------------------------- 5 Logo Colors --------------------------------------------------------------------------------- 6 Fonts & Texture ------------------------------------------------------------------------------ 7 Logo Usage (Print) ------------------------------------------------------------------------- 8 Research --------------------------------------------------------------------------------- 9


RESEARCH The reason why? Target audience


THE REASON WHY... The goal for this campaign project is to let the target audience’s that does not know about Forever 21 to become interested. The company would like to make the customers want the new modern, luxurious and exciting styles. Forever 21 is different from the other competitors because the style they provide.


TARGET AUDIENCE The target audience of Forever 21 are women ages 17-24, men ages 18-22 and children ages 10-16. The target audience’s are interested in a style that pops. Children would look for more pretty pinks and light colors to make them look young and fun. Women in the other hand likes the modern look and luxurious look to look attractive and stylish. Men like to be comfortable yet fashionable. That is why the target audience’s are interested in Forever 21. Where there’s everything.

4


STYLE GUIDE Logo Colors Texture Fonts


LOGO BLACK & WHITE 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

5

FOREVER 21


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

COLORS 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.

6


FONTS & TEXTURE

FOREVER 21 CAVIAR DREAMS abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

FOREVER 21

ALEGRE SANS ABCDEFGHIJKLMNOPQRSTUVWXYZ

FOREVER 21 BEBAS NEUE ABCDEFGHIJKLMNOPQRSTUVWXYZ

7


MEDIA Print Moodboard Research


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

8


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.

9


FINAL DESIGN Merchandise Apparel Print


FOREVER 21

FOREVER 21

FOREVER 21



Frisby 10 4 1 final