Kirsty HairGraphic Design

Level 06WÅVEN Brief

O

woven with a Swedish Å

Brief:Research, develop and create a corporate identity for the new denim brand ‘WÅVEN.

Concept:WÅVEN - pronounced woven, plays close attention to the weaving process of denim, together with the peculiarity of the Swedish Å and the notion of team work and that in many ways we are woven togther in the business world in order to function and innovate.

With the target audience of men and woman aged 18-30 years old, the brand offers a contemporary, quirky feel to it that is unique and different.

The story behind the brand is based on the process of making denim, and the different stages cotton goes through before becoming the material that is adorned by many.

These stages being: cotton refining, carding, spinning, dyeing, startching, cutting, stitching, distressing and stonewashing. For the different types of denim used, they will be named after these stages, and will have a particular emphasis towards that stage of the process.

The majority of Sweden is covered by mountains, forests, lakes and rivers, and with these natural environments still being preserved, the brand itself could reflect being enivronmentally conscious.

Logo:The logo needs to represent the idea of being woven together, and also have emphasis on the Swedish Å. It needs to intrigue the audience and be memorable and recogniseable as a denim brand. When people realise the Å is pronounced ‘O’, this creates ownership when the consumer ‘gets it’.

The typeface used (Fenix BlackletterCaps) creates a strong, bold appearance, and the slant of the letterforms to help them fit together portrays the idea of being ‘close nit’. The weaving line between the letters that passes through the circle of the Swedish Å further relates to the denim process. The tagline typeface (PirulenRg-Regular) is also bold and stands its ground alongside the brand name.

The colour scheme - made up of 5 colours plus black and white - draws subtle associations with Sweden which further strenghtens the Swedish Å. It also could be associated with the natural environment.

The logo can be used in black, reversed out, or full colour.

The Å alone, or the circle from the Swedish Å with the passing through line, could be used as another logo, and once the brand is known it could be recogniseable.

O

woven with a Swedish Å

O

woven with a Swedish Å

O

woven with a Swedish Å

O O

C=63, M=51, Y=43, K=14 C=92, M=71, Y=35, K=19 C=14, M=0, Y=100, K=0 C=32, M=20, Y=43, K=0 C=1, M=0, Y=19, K=0

Kirsty HairGraphic Design

Level 06WÅVEN Brief

O

woven with a Swedish Å

Labels, Pockets, RivetsThese designs could be used across all the products to give the brand a strong consistent appearance.

The size label is clear and easily read, as it is one of the first things the consumer will look.

The rivets use the circle form the Swedish Å .

The back pockets have the Swedish Å ‘woven’ into them so the stitching is obvious. This could be a mark of authenticity that the Å is actually woven into the denim.

Kirsty HairGraphic Design

Level 06WÅVEN Brief

O

woven with a Swedish Å

Swing Tag The swing tag would have it’s own unique touch to it. The part with the logo would be printed on recyled plantable seed paper (cotton plant seed) which the consumer can use to grow their own cotton plant.

The idea is that denim ‘bloom’s and gets better over time, the more it is worn. This represents the growth of the cotton crop, and it also lets the consumer go back to the origin of denim, and sees it at its most organic point.

The swing tag will also be sustainable and eco-friendly with it being reusable and biodegradable stock. This gives the brand an eco-friendly image, and shows it is conscious about the environment.

The attached folding card has step-by-step instructions on the inside on how to grown the cotton, to make it easier to do.