For our foreign partners – American footwear label Preppy – we carried out branding, logo development, and packaging design. Our work traditionally began with the study of the peculiarities of the company and its history. This is necessary to determine the brand positioning and its unique advantages.
The client formulated the positioning of his company as follows: affordable and comfortable shoes with a bright design that helps to express the individuality of each one who chooses Preppy. The basis of the style is a bit snobbish, but very attractive spirit of privileged Ivy League universities. The founders of the company made it even more daring and ironic in their collections.
We carried out branding in accordance with such stages:
The last point includes a description of the mission, positioning, values of the company and its philosophy (for the brand book), as well as a list of recommendations on the use of ideologically important elements of the brand, relevant channels, and methods of communication (for the guideline).
We perceive design as the most important way to communicate the brand with potential customers, as well as the formation of the company's image. Design helps to create a certain idea of the brand, products or services that are produced under it in the mind of a consumer. We decided to present Preppy as the embodiment of youth style, quality, and comfort. All messages on behalf of the trademark had to come in this way.
Among the main tasks that we implemented with the help of effective design were the following ones:
The design, which is not suitable for the positioning of the company, is able to negate many years of work on the brand image at once.
We wanted to create a fun and, at the same time, effective and functional logo in terms of marketing. Therefore, of all the developed options, we have chosen the most concise and semantic – the one where Travis is depicted, and the name is drawn from the bottom in a non-strict round font, similar to handwritten. The brand name is printed with a capital letter, which shows the democracy of the brand.
Audacity and even some epatage, inherent to the youth style, is embodied in the color scheme – a combination of white, gold and black. A diamond pattern was chosen as a key graphic technique for the corporate style.
In the complex work on the formation of the brand, in addition to the logo and corporate identity, we created the design of printed image products, which included: business cards, tags, recommendations for shoe care, flyers, and packaging of goods.
Developing each of the types of printed products, our team previously studied the Ukrainian market and competitors of the client's company for the design of similar samples. When creating design layouts for packaging, we took into account the following requirements for this marketing tool:
More than seven years of experience with retail stores provide our team with the speed of response, the accuracy of solutions and an integrated approach to the implementation of projects. All this allows us to bring the client's business to a new level.
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