The
brief submitted in relation to the written element offers and example
of successful brand. The Cari+Carl rebrand has been chosen to demonstrate
the research taken. The owner of the brand is interested in the structural
form; the plus sign between then name cari+carl has been made up of
shapes to represent this interest.
The existing
company is a bespoke knitwear brand. The knitted accessories are crafted from
enticingly tactile and intriguingly structural fabrics using luxurious
materials. A rebrand has been put in place due to the previous logo and
branding not demonstrating a high end feel to the consumer.
‘It
is about creating an entity in the consumers mind so that they can see it. They
can see a representation but behind this representation what they actually have
is a whole series of images beliefs and actions. Effective branding is the
means by which a brand can stay in a market longer and more profitably because
its been created properly.’ Michael Hockney, Chief Executive D&AD
The
rebrand features collateral such as: packaging box, tissue paper,
stickers, clothing tags, personalised notes + invoices. To
showcase some existing high end images of the scarfs a look book had also been
produced. The colour scheme used has been expanded from monochrome to
white black and grey. This minimal scheme works well with the simplistic logo
and design and compliments the over all character of the brand giving it
a contemporary feel.
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