For our foreign partners - the American label of Preppy shoes - we carried out branding, logo design and packaging design. Our work traditionally began with the study of the specifics of the company, its history. This is necessary to determine the positioning of the brand and its unique advantages.
The client has formulated the positioning of his company as follows: affordable and comfortable shoes with a bright design, which helps to express their individuality to those who choose Preppy. The basis of the style is a bit snobbish, but very attractive spirit of the preferred universities of the Ivy League. The founders of the company made it even more impudent and ironic in their collections.
We performed branding in accordance with the following steps:
The last item 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 of brand communication with potential customers, as well as the formation of the company's image. It is with the help of design in the mind of the consumer creates a certain understanding of the brand, goods or services that are produced under it. Preppy we decided to present as the embodiment of youth style, quality and comfort. All messages on behalf of the trademark should have proceeded in exactly this way.
Among the main tasks that we implemented with the help of effective design were also:
A design that does not fit a company’s positioning is able to wipe out many years of working on a brand image.
We sought to create a cheerful and, at the same time, efficient and functional logo from the point of view of marketing. Therefore, of all the developed options, we chose the most concise and semantic - the one where Travis is depicted, and the name is inscribed from the bottom in a soft, rounded font, similar to a handwritten script. The brand name is printed with a capital letter, which shows the brand's democratic character.
Insolence and even some of the shocking inherent in the youth style are embodied in the color scheme - a combination of white, gold and black. A diamond pattern is chosen as the key graphic technique for the corporate style.
During the complex work on the formation of the brand, we, in addition to the logo and corporate identity, created the design of printed image products, which included: business cards, tags, recommendations for the care of shoes, flyers and packaging of goods.
Developing each of the types of printed products, our team has previously studied the Ukrainian market and competitors of the client’s company for 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 working with retail stores provide our team with responsiveness, accuracy of decisions and an integrated approach to project implementation. All this allows us to take the client's business to a new level.
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