Research Blog

Brand Development and Promotion Project | Analysis and Reflection on Research Gathered and Work Progress

[foxleyhannah]

Layout Inspiration

Some page spreads from Suitcase and Aesthetica Magazines that inspired my report layout.

[foxleyhannah]

Pop-up Shop

In my report, I decided to create a pop-up shop experience for consumers. 

I created a mock design for the shop using a website called Room Styler, it allowed me to completely make a room from scratch and add in furniture that they had loaded onto the program. Unfortunately, the photos I obtained at the end were not of a high quality and the site only rendered them to that quality.

I used the program to visualise the idea of the pop-up shop. I was hard to display how I wanted exactly as I was new to using the site and there were limits to what I could do and how much detail I could include. 

This is how the rooms looked when I took a photograph of them, then they rendered into this:

I imagined a pop-up store that was designed a bit like a house, with each room representing a room of a house. Within each room, the brand's products would be displayed in their respective room on the furniture so that they are shown how where the designer imagined them. The furniture would have to be sourced as the brand does not manufacture large furniture, they are only a home accessories brand.

You can see in some of the pictures I have placed some homeware accessories on the counters and tables just to show how the products might be displayed. the last image shows some other ways they could be displayed, still within other home furniture. 

This idea was inspired by the modular retail trend and also stores like Sostrene Grene and tiger as the stores weave around so that you can see all the products. With there only being one route, you can miss anything. Also the fact that one issue with homeware products is that you can never see them in your home until you buy them. Unlike with clothing stores that have fitting rooms, you can experience wearing the items. With this setup consumers get an idea of how products are going to look within a home setting.

[foxleyhannah]

Collaboration

When deciding on a fashion collaborator I was struggling with how I could incorporate fashion elements into the brand, to come up with something new.

Initially, the brands that I pick out were, COS, Everlane, H&M Conscious and Mud Jeans. I chose COS due to its minimal designs fitting with the style of the designer. However, I chose the others for their sustainable, ethical and environmental values and practices. Overall I came to the decision to collaborate with Mud Jeans, They had the most evidence of sustainability and their practices are something that by Ashley Remelie would aspire to achieve.

The next issue was, what to do with a collaboration. I really struggled with this idea. I wanted to do something innovative but didn’t want to do something unrealistic. In the end, I decided to go with a limited collection of homeware products that incorporated the recycled denim that Mud Jeans manufacture themselves. I was thinking that the homeware products could include the denim. This would allow the brand to delve into homeware textiles, but not completely, I thought the denim could be used along with the materials Ashley Remelie already uses, wood, cement, clay. For example, an innovative take on a lamp using a cement stand with a recycled denim lampshade or an innovative storage unit using the denim as a lining or using the denim as a cover for the homeware product, to keep it lasting longer. 

With this collaboration, it would require a longer time to complete. the brands would need longer to build up a relationship so that Mud Jeans can understand the brands' intentions and values. Especially as the brand is new, they do not have a long history of proof. Also, more time would be spent getting to know how to incorporate the denim innovatively and effectively into each product, then also manufacturing the products will take longer neither brands have constructed/sewn denim in this way.

[foxleyhannah]

Pinterest Boards

When thinking about the Pinterest boards the brand would have, I thought they would want to include inspirational images, like I have included in the report and brand book, of beautiful architecture and interiors, with minimal designs. (https://pin.it/vgpfhfpqt6hynu)

Also, with their strong values on sustainability and slow living, a Pinterest board to support the information they would provide on the blog would be a good idea. (https://pin.it/stwhwlckhugex7)

Another board would be on its inspiration for its collaboration with Mud Jeans. As the brand also want to be transparent, enabling consumers to keep up with where their inspiration comes from would be an interesting look to a brand. Obviously this board would have to be uploaded once the collaboration has been launched, otherwise, competitors are able to copy.  (https://pin.it/wjmfb4nwewvugu)

A final board on upcycling would be helpful to both consumers and by Ashley Remelie. this board can help consumers make choices on how they buy or in this case, do not buy. It will also be helpful for the brand as they can refer back to this board for inspiration too. (https://pin.it/txzyfzzitieemz)

[foxleyhannah]

Exhibition

This is how I presented my boards. I also bought some metal clips just to add to the boards. When looking for inspiration on how others have presented A3 posters, I found that some used these clips and thought it made them look more interesting and also went with the colour scheme. (https://pin.it/q35ocf6rzzbya2) 

I really liked how the printing turned out because I was nervous about both the boards and the brand book as I was printing from a new place. I think the foam boards were a good investment as they look polished and are more sturdy. Also, I think the colour scheme compliments the product, the colours don’t clash and the logo looks good, seeing it next to the concrete in the product.

[foxleyhannah]

Developing a colour scheme

Developing a colour scheme was tricky. I knew that the majority of the brand colours were going to be tones of grey, however, I wanted to include one or two accent colours, while still keeping to minimal style.

I explored with paints and oil pastels to come up with a colour scheme.

I firstly explored with coloured paints. In B&Q I collected swatches of the grey tones I was already working with and tried to find some accent colours that would match. I experimented with different textures. I liked the glossy effect of the paint swipe. With this research, I opted to use the red and green colours.

However, I thought I could do something more creative and looked into to using oil pastels to represent the colour scheme. I thought that instead, a burnt red/brown or mustard colour could also go with the brand, as these colours were more natural and would relate to his material choices better. 

However, once photographed these colours did not capture the colours scheme imagined.

I then went on to just use the tones of grey for the brand as I thought these would be better, so I took some photos of melted black and white oil pastels to portray this.

I then turned down the saturation to make a more tonal effect and remove the tint of yellow oil pastel that can be seen.

[foxleyhannah]

Visual Boards Feedback

After presenting the 3 A3 boards for the exhibition, I received constructive criticism on them and it sparked ideas to make them more intriguing.

My feedback was: 

- Make the name of the brand more visible and obvious.

- reduce the text on the first board.

- remove the colours and font info.

- maybe bolden some keywords in places where there is a lot of text.

- Think about text placement, in terms of how the consumer is displayed.

- use the tone of voice within headings.

- think about the boards in a story.

- have an ending on the last board.

- think about the emotion of the boards.

- ask the viewer questions?

- make it more inspiring, design more the like the formative presentation.

Since then I have rearranged the text, taken many headings out and added images. 

These were the original ones:

and so far, they now look like this, 

I much prefer this layout, although I am not sure if they look too busy now, especially the last two pages.

[foxleyhannah]

Understanding the Brand

An exercise to show understanding of the personality and attributes of the brand by answering these questions:

1. What 5 songs would be on your brand playlist?

Firefly- Mura Masa

Everywhere- Fleetwood Mac

Surfer Girl- Happyness

Pretty Girl- Clairo

Wolfcat- Still Woozy

2. What worthy cause would you want your brand to support?

Greenpeace, There is no Planet B, helping to demand more action to help the environment. (Feedback: Narrow this down to a more niche cause)

3. What future technology would compliment your brand?

Technology developing more recyclable materials, to make the production cycle more circular. On the other hand more machines that enable recycling of existing materials.

4. Which artist does your brand admire?

Mariana DeBris, she upcycles rubbish to raise awareness of ocean and beach pollution. She also partners with organisations that focus their efforts on anti-pollution.

5. What exhibitions would your brand be excited about?

Stockholm Design Week, the design influences of the artists are minimal and quite Scandinavian, events like this could help with design inspiration.

6. What Festival would your brand attend?

I am still undecided on this aspect.

7. Who is your brand hero?

I decided the brand hero is Yvon Chouinard, the founder of Patagonia. From the research I did earlier in the project, I found a quote from him, which informs my decision on why he is the brand hero.

“Think twice before you buy from us. Dou you really need it or are you just bored and want to buy something.” -Yvon Chouinard

This quote really draws upon slow-living and that fact that the founder of a company is encouraging his consumers to buy for a reason is inspiring.

8. Which author does your brand admire?

Clea Wade, a poet, produces beautiful poems about love, life and self-care. The essence of my brand is ‘romanticising the little routines of life’ suggesting the products are a sort of healing tool to interrupt the chaos of your day.

[foxleyhannah]

The Logo Debate

A frustrating process of generating a logo. While looking at existing logos, you can just tell that they work, however creating one from scratch is difficult. I have been working on two types of logos; one using the initials of the designer to be used neatly in the corners of communications, and a typed logo revealing the whole brand name ‘by Ashley Remelie’. The main brand colours are greys, however in a logo grey looks flat. After a workshop on the logos, Anthony mentioned that a texture may be better. 

I have been trialling different variations of using a concrete texture within the initials and then placing ‘by’ in a smaller size around the ‘AR’. I think the logo does represent the brand; using materials in their natural state, it still minimal and clean. I just need to work out the rules of where it can and can’t be placed/ used.

[foxleyhannah]

Creative Consumer

With the aim to move away from the classic pen portrait I have been trialling out ways to demonstrate the consumer in a more original way. For my presentation is displayed this with different plants; the environmentally conscious consumer was portrayed as a tropical leaf, the style consumer as a pretty flower and the health-conscious consumer and avocado. I was going to develop this into Top Trump cards, however, I didn't think I could replicate them to be a slick and glossy as the visual style of my presentation and photographs I sourced. I have then changed to creating their own Instagram accounts, I used photoshop to generate 3 profiles for my consumers. Using mostly my own photographs I was able to use 3 images to demonstrate the personality and traits of the consumer. The usernames of the consumers also represent how they differentiate.

[foxleyhannah]

Brand Identity

After researching and understanding my brand’s values, essence and personality, I have been able to complete a Brand Identity Prism and Brand Equity Model.

[foxleyhannah]

Presentation Feedback

Feedback from the presentation on the brand and market.

Things to develop/work on:

- Brand Values- Is there more to break them down? Make sure you adhere to and refer to them throughout the report.

- Customer Profile- Develop the visualisations to incorporate the trends.

- Trends- Work on how they relate to the brand, give a deeper analysis.

- Brand Language- Develop this throughout. 

[foxleyhannah]

Trend Update

I recently changed my trends after realising one of my Micro Trends was actually considered a Macro Trend.

So, instead, my Macro Trends are 'A Circular Economy 'and 'Modular Retail'. While my Micro trends are 'Sea Change' and 'Transparency'.

I found my Macro Trends through the Trend One website. The Micro Trends were from a report from Mintel on European Consumer Trends 2018. 

Sea Change is about the issue of plastic in our oceans and how it is affecting the wildlife and water quality. A key trend driver is Greenpeace and its campaigns about plastic in oceans including the 'Don't let Coke Choke our Oceans'.

Transparency is about how consumers want more evidence of companies' practices. The trend from the report is called 'Accountants' and also focusses on the issue of fake news, however, that was not as relevant to my brand so I changed the name to make it more obvious what the trend was about.

For all these trends I created a cartogram/ trend chart like I did before with the other trends I discovered.

[foxleyhannah]

Like-for-Like

Carrying out a like-for-like product comparison was tricky because the product created is so unique and combines different products together. Essentially it is a way to store and present a cup of water and a bottle for Chia seeds. As there is not a product like it the like-for-like comparison isn't completely accurate and the products are not directly similar. 

The price comparison will not be accurate as I have used single products whereas the 'Temple of Chia' is a set to be bought as one.

From looking at the prices of similar products, you can see how the different brands have different price points. I think that as the ‘Temple of Chia’ is a set of products it will be priced at the higher end of the spectrum. With two slip cast cups/bottles, a wooden stick and three-tiered concrete plinth, the cost is expected to be considerably more. 

Most of the ceramic products are handmade, meaning that each product is slightly different and unique. The other cups selected are specially designed reusable cups that are made to decrease the use of plastic takeaway cups or plastic water bottles. This environmental aspect was the reasoning behind selecting them, as well as them being the most similar product to the ‘Temple of Chia’.

[foxleyhannah]

Positioning

After looking at possible competitors, I have managed to position them alongside the designers brand. Using a positioning map, I have plotted various brands against two criteria; their scale of production, and the strength of their environmental and sustainability values.

On this positioning map, I have not yet included the designer (Ashley Remelie) as the logo is not complete. However, you can see on this working copy below where the brand is supposed to go.

[foxleyhannah]

Working through Consumer Profiles

Using this framework from Harriet Posner's Marketing Fashion, I have managed to piece together some aspects of the consumer for the brand. 

I will be looking at two consumers, a consumer for the whole brand and a consumer for the initial product the designer has made. This is because, for this specific product, the designer has a health aspect involved that may not be present in other homeware accessories he makes. This framework is looking into the consumer for the whole brand, from this I will construct a consumer profile and Pen Portrait.  

Posner H, 2015. Marketing Fashion. Second Edition. Laurence King Publishing: London.

[foxleyhannah]

House of Kind

House of Kind a home ware accessories brand that also produces jewellery and bath and body products, has values similar to my designer’s.

Their values:

Kind to Makers

Kind to Small Businesses

Kind to the Planet

Kind to People

Kind to Animals

Kind to You

They source recycled/ sustainable products and use non-toxic chemicals and dyes.

They make sure that their products are cruelty free and vegan, and do not test on animals.

Their homeware is reasonably priced, considering the strong ethical values they have. 

House of Kind, 2018. Our Story. Available at: https://www.houseofkind.co.uk/pages/about-us [Accessed on: 04/04/18]