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Deliverables:
Solo Project
I created concept deliverables after researching the market, drafting various concepts, and constructing detailed brand guidelines. These deliverables range from finalized logo design and logo clear space lockups to wild postings, in-depth brand packaging mockups, and merchandise design.
A glimpse into the research and visual brand identity development can be found on this page.
Typographic Design:
Logo design comprised of typographic manipulation and customization in Illustrator. Encore’s logo is a Serif font built from the typeface PP Hatton. Notably, the E’s entire construction is pulled from the C and the leg of the N, the N’s leg and arm are customized, and the kerning of the font has been customized.
Sizing, kerning, and spacing lockups ensure brand continuity and consistency across advertising, packaging, and web development. Minimum and maximum brand mark sizing are also described for both print and digital brand usage.
Fully developed logo with clear space rules pulled from Brand Guidelines booklet. Beneath this clear space rules page is the Encore logo matched with its distinct brand color.
To flesh out the luxury fashion brand identity I opted for a simple letter-based brand mark as opposed to a symbol or visual creation. Above the brand mark is displayed with its own best-practice spacing rules. Below, further clear space rules are described for the letter and brand mark.
Brand System Implementation:
The oversized brand mark bags lean into quiet luxury brand marketing while also allowing for immediate brand recognition from those who do or want to shop at Encore.
The top image represents jewelry box packaging for Encore. This is also one of the few exciting areas where both the Logo and Brand Mark are used within one product. The bottom image represents clothing packaging. The top portion is embossed with the Encore tagline: "Luxury fashion ready for a new scene" while the side of the packaging addresses shipping practices. Notably, the pop of color side with the Encore logo acts as a slow drawer pull for the clothing. This packaging practice pulls from luxury Customer Experiences like Apple's that utilize slow opening packaging to build customer anticipation.
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