Brand Revival Project

Chloe Payne
Dec 2, 2016
2 min read

The new project: the task is to choose a pioneering designer and re-launch the brand using research into 5 different product areas, a celebrity endorsement and a collaboration.

The first part of the brief is to research into a pioneering brand. Jamie gave us a list of names as suggestions and having looked quickly into each one I've decided that Andre is going to be a good one! Having studied history at GCSE's and loving it, I've wasted no time in getting carried away researching the history of the 1960s - by far Courreges most successful decade, discovering the possible inspirations behind his designs. I instantly took an interest to the designer when I began my research. His 1964 'space age' collection is by far my favourite, his early designers are iconic and shaped an era.

Researching into the product areas took me a long time, I gathered nearly all of my information for them from Mintel. Writing the reports once I had done all the research was quite easy, it was surprising how little 300 words actually was!

I researched Gucci for clothing, I thought the brand was particularly relevant because of how successful Alessandro Michele has made the brand. I love love love the SS17 collection, the colours, the mood, everything about it! I'll definitely be putting a lot of pictures in this section of my research file. All my favourite pictures are from Dazed: http://www.dazeddigital.com/fashion/article/33001/1/what-went-down-at-gucci-s-ss17-show

Reflecting on these reports I think that I've done them well, I'm confident with what I've written and think that the brands I chose to write about are all very relevant.

PART 2:

These reports are bigger than the product ones, 1500 words each. I enjoyed writing these reports however, it took quite a while for me to understand the TEARS, no TEARS models as they are both quite similar. I decided it would be best not to use a celebrity endorsement in the campaign as Nike a very large company and I think that using them as well as a celebrity may take consumers attention away

Researching into my brand I've discovered that Courreges was a keen sportsman and used sporting influences in the majority of his work. Therefore, I decided to collaborate with Nike. I had the idea of a one-peice because I love jumpsuits and think that one for the gym would be perfect. Trends on WGSN and looking further into the Athleisure trend supported that there would be a good consumer base for this product. I also decided to go with the space theme as I discovered that it would still be appealing, there is the space race to mars currently going on and most excitingly Virgin Galactic which is offering people the opportunity to travel into space - an idea that would have never been possible in the 60s.

Part of the report also included designing 8 technical specs. 4 for packaging and 4 for designs. I enjoyed making these a lot and used Illustrator to do so. Making them all look coherent was important and so i used the same background designer on each to make them more exciting.