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Branding process for Eva & Paul Denim

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Branding process for Eva & Paul Denim

  1. 1. BRANDING PROCESS Julia Kastner – Fall 2013
  2. 2. Step 1: Analyzed competitive landscape and positioning Sophisticated & chic lifestyle brand: Conscientious & international: Urban & centered around denim:
  3. 3. Step 2: Named the company, explored hundreds of options Defined brand values: Charitable, humane, humanitarian, beneficent, benevolent, benign, compassionate, generous, bold, brave, considerate, chivalrous, polite, true, valorous, honest Explored concepts: Muslin and Gauze Denim, Dew and Clover Denim, Cross stitch Denim, Thread and thimble Jeans, Wheel and Needle, Cottage Industries Denim, Protagonist Denim Focused on names with personal relevance for ease of trademark: Helene’s Jeans (sister’s middle name), Eva Jeans (my middle name), Grand St. Denim, Ludlow Jeans, Greene St. Denim, Kent Denim (streets in NYC). Chose to include “Paul” to make gender neutral – my mother’s maiden name.
  4. 4. Step 3: Created inspiration board– chose Art Deco era Chose Inspiration from Art Deco: International influence, spirit of Out of Africa & Orient Express – luxury travel https://www.dropbox.com/sh/iyswoahefgkt5f7/JLXclSQWHe http://www.evaandpaul.com/ourstory/ EVA & PAUL
  5. 5. Step 4: Developed logo, explored upper & lowercase fonts Chose an art deco inspired font with uppercase for sophistication
  6. 6. Step 5: Chose diamond as concept for logo icon We decided that the diamond felt simultaneously luxurious and international
  7. 7. Step 6: Fixed diamond shape for symmetry & spacing We explored a variety of inside patterns inspired by Indian frames before settling on our final motif:
  8. 8. Step 7: Picked colors based on fabric inspiration Using our hand-printed fair trade fabrics from India, we explored natural colors
  9. 9. Step 8: Applied our logo to corporate identity Hangtag Button & rivet Jeans Label Brown Packing Tape Back pocket
  10. 10. Step 9: Incorporated branding into all digital design
  11. 11. JOURNEY ON.