The Cling Bag Collection:

Mixed Media Bags Inspired by the Endangered Species and

Biodiversity
of the Philippines

presented by
Clarisse Teresa I. Provido
hello!
The Cling Bag Collection “Cling to Nature”:

Mixed Media Native Bags Inspired by

Endangered Species and Biodiversity
of the Philippines
STATEMENT OF THE PROBLEM
➤ What design framework and product approach can be applied
to a bag and accessory product to become a more efficient
deconstruction for segregation, and disposal after product
use?
➤ What existing raw materials available in the Philippines can
be utilised to be made into bags and accessories?
➤ How can Clarisse The Label brand be promoted, aside from
its launch of bags and accessories?
OBJECTIVES OF THE STUDY
The project seeks to contribute to the revival of traditional Filipino practices,
usage of waste and low-cost materials available in the Philippines, and the
waste disposal of bags and accessories.
➤ To provide a product design anchored on the “Cradle-to-Cradle” approach
that will utilise and maximise waste, recyclable, and indigenous materials
(natural fibers) as raw materials for the product.
➤ To use corn husk (by-product of corn consumption), upcycled surplus fabric,
recyclable brass as hardware, and other indigenous materials (natural fibers)
that can be decomposed or can be reused in future collections and other
uses.
➤ To create an online campaign to introduce Clarisse The Label’s line of bags
and accessories and to highlight the Corporate Social Responsibility of the
brand as one of its selling points while promoting the other products of the
brand.
target market
profile
TARGET MARKET PROFILE
PRIMARY TARGET MARKET
TARGET MARKET PROFILE
SECONDARY TARGET MARKET
 objectives
and strategy
MARKETING OBJECTIVES MARKETING STRATEGY
➤ By creating a traditional ad campaign that
➤ To introduce and to launch Clarisse The
caters to Filipino millennials from 20 to 37 years
Label as a new brand of eco-conscious Ready-
of age, social class - lower class A to upper class
to-Wear clothing, bags and accessories
 B, and residing in Metro Manila

➤ To create a demand of mixed media bags ➤ By exposing target market to advertisements

and accessories by Clarisse The Label that will and curated content online through social

encourage the market to buy more eco- media platforms to introduce the brand, the specs

conscious items
 of the bags and accessories and the mission -

vision of Clarisse The Label

➤ To increase sales and demand by at least

3 to 5% from initial release of bags and

➤ By connecting and redirecting target market

from social media platforms, advertisements,

accessories

and curated content online to the online shop

and website of Clarisse The Label


ADVERTISING OBJECTIVES ADVERTISING STRATEGY
➤ By tapping fashion and lifestyle bloggers that share the
➤ To create awareness of product offerings, same values with Clarisse The Label to showcase the

which are bags and accessories and ready-to- pieces through their accounts and link advertisements

redirecting to the page to trigger motivational factors of the

wear items of Clarisse The Label
consumers when it comes to fashion items or articles

➤ To educate the market of the impact of eco- ➤ By showing short documentaries of the people who have

created the bag and accessories, the process of making

conscious lifestyle that adds value to the
more eco-conscious bag and accessories, and the whole
environment and to one’s life
source-to-consumer processes that can encourage the

market to buy clothes, bags, and accessories

➤ To encourage the market to participate in the

➤ By strategically posting content on how to style and
D.I.Y. workshops that include or show eco-
create additional elements mainly for the bags and
friendly processes on clothing, bags and accessories; using eco-friendly practices, as styled with

accessories sold by Clarisse The Label
 clothing from the brand and invite the market to answer a poll

to determine the availability and demand of a certain




workshop or process

MEDIA OBJECTIVES MEDIA STRATEGY
➤ To maximise the frequency to reach most
➤ By using of variety of advertising vehicles, where the
reach and exposure through the various online
target market is most exposed to and where they are
and offline mediums
strategically placed, the promotional materials in both

physical and online locations

➤ To generate interest and eagerness towards

➤ By launching teasers, introductory and event poster,
the launch of the brand as a new collection
and details to spark curiosity and to gain exposure and
while boosting the initial buzz as a new local
interest from target market
brand, while maximising the exposure of the

clothing and bag collection ➤ By implementing an effective mix of media and

optimizing frequency of advertising placements to

gain full exposure of the brand while offering partnership

➤ To reach the intended target market by
packages to be part of the reach / exposure of the
effective promotions and to give value to brand promotional materials

partners who are collaborators of the CSR

efforts of the brand

CREATIVE OBJECTIVES CREATIVE STRATEGY

➤ By using warm colors, tropical images and

illustration as permanent elements and

➤ To capture the essence of Clarisse The
graphics for the branding in all collections of
Label as a resort or tropical and nature-
the brand
inspired, and to communicate it throughout its

products,collaterals, digital, and print materials

➤ By consistently using a collage style graphic

design or layout and highlighting brand

➤ To be able to implement a campaign that is
‘classic” images like the signature Clarisse The
relatable, meaningful, and easy to
Label brooch, paper flowers, woven abaca
understand
patterns, colors, and forms of the whole

campaign - something cohesive and clear

 Concept:
“cling to nature ”
bag designs
VISUAL INSPIRATION
 Gubat Bag
Philippine Forest Turtle
 Araw Bag
rays of the sun and Pineapples
Halimuyak Bag
Hibiscus flower petals
 Laya Bag
Red Vented Cockatoo
Liwayway Bag
Philippine Eagle
 Hiyas Bag
philippine giant clam
 the unveiling
of the collection
by
ad campaign
proper
teaser 1
Month of January 2019
Medium: Facebook,
Instagram, Store Facade,
Backlight and Indoor Streamer
teaser 2
Month of January 2019
Medium: Facebook,
Instagram, Store Facade,
Backlight and Indoor Streamer
introductory
ad
Duration and Medium:
➤ 4th Week of January - Young Star

➤ February 2019 - Preview, Cosmopolitan,

Status, L’Officiel Magazine

➤ February - March 2019 - Indoor Banner

- Rockwell
➤ October 2019 - Preview and

Cosmopolitan Magazine, Facebook

➤ November 2019 - Status Magazine,

When in Manila, Noli Soli PH

➤ December 2019 - L’Officiel Magazine
 sustaining
ad 1
Duration and Medium:
➤ February 2019 - Preview and Cosmopolitan
Magazine
➤ May 2019 - Instagram
➤ June 2019 - Facebook
➤ August 2019 - Facebook and instagram

➤ 4th week of November 2019 -

➤ 1st week of December 2019 -

➤ November - December 2019 - Preview and

Cosmopolitan Magazine, Facebook ,
Instagram, When In Manila, Noli Soli PH,
All Indoor / Outdoor Mall Placements
➤ December 2019 - Northern and Southern

Living
 sustaining
ad 2
Duration and Medium:
➤ February 2019 - Preview and Cosmopolitan
Magazine
➤ May 2019 - Instagram
➤ June 2019 - Facebook
➤ August 2019 - Facebook and instagram

➤ 4th week of November 2019 -

➤ 1st week of December 2019 -

➤ November - December 2019 - Preview and

Cosmopolitan Magazine, Facebook ,

Instagram, When In Manila, Noli Soli PH,
All Indoor / Outdoor Mall Placements
➤ December 2019 - Northern and Southern

Living
 promo ad
Duration and Medium:
➤ 3rd week of January 2019- 4th week of
February - When in Manila, Noli Soli PH
➤ 1st week of Feb 2019- Young Star
➤ 3rd week of January 2019- May - Te Amo
In Store
➤ 1st - 2nd week of May 2019 - Young Star
➤ May 2019 - Preview , Cosmopolitan
Magazine, Southern and Northern Living,
Greenbelt and Powerplant Mall In Store
 seasonal
ad
Duration and Medium:

➤ March 2019 - Cosmopolitan Magazine

➤ March - April 2019 Preview Magazine
➤ March - April 2019 (periodic)- Facebook ,
Instagram, When in Manila, Noli Soli PH
➤ April - June 2019 - Te Amo Floristería In Store
➤ April - May 2019 - All Malls - Indoor /
Outdoor
➤ May 2019 - Facebook, When in Manila , Noli
Soli PH
➤ June 2019 - Instagram
 advocacy
ad
Duration and Medium:
➤ April - May 2019 - Greenbelt
and Powerplant In Store
➤ September 2019 - Facebook
➤ September - October 2019 -
Instagram
AD PLACEMENTS : COSMOPOLITAN / SOUTHERN - NORTHERN LIVING
AD PLACEMENTS : L’OFFICIEL MANILA
AD PLACEMENTS : STATUS ONLINE MAGAZINE
AD PLACEMENTS: YOUNG STAR
AD PLACEMENTS : ROCKWELL
AD PLACEMENTS : ROCKWELL
AD PLACEMENTS : GREENBELT
AD PLACEMENTS: SM AURA
AD PLACEMENTS: FACEBOOK NEWSFEED
AD PLACEMENTS : FACEBOOK MOBILE AND RIGHT-HAND
AD PLACEMENTS : INSTAGRAM
AD PLACEMENTS : NOLI SOLI
AD PLACEMENTS : WHEN IN MANILA
AD PLACEMENTS : CTL WEBSITE
fashion show
event
EVENT BRIEF
➤ Cling to Nature: a fashion
show and launch will be
presenting and introducing
The Cling Bag Collection at
the SOMA function room,
Green Sun Hotel, Makati
on April 19-21.
➤ The event is targeted to be
a 3-day fair for the brand /
event / media sponsors
with Clarisse The Label
pop-up store; as well as the
debut launch of the Cling
Bag Collection together
with the 1st clothing
collection of the brand.
 event invites,
luxe boxes for invited
guests and sample set-up
stage
design
pop-up
store
 aperitif
grazing carts
for guests
 te
amo floristeria
flower shop
pop-up
EVENT DETAILS : DAY 1 - VIP, GUESTS AND MEDIA
Itinerary and Event Flow

April 19, 2018 - Friday

Ingress Runway Production Team- 7:00 am - 12:00 nn

Ingress Brand / Event Sponsors - 1:00 pm - 3:00 pm

Technical Check - 3 pm - 4:00 pm

Open Banquet ℅ Aperitif Catering - Cocktails - 5:00 pm

Open Workshop Area - 5:15 pm

Open Doors for VIP, Guests and Media- 5:00 pm

Introduction and Speech - 5:30 pm

1st Run Fashion Show Proper - 7:00 pm

Open Banquet ℅ Aperitif Catering- Dinner - 7:45 pm

Open Workshop Area - 8:00 pm

EVENT DETAILS : DAY 2 - 2ND SET OF GUESTS, VIP AND MEDIA

April 20, 2018 - Saturday

Technical Check Runway Production Team- 7:00 am - 10:00 am

Ingress / Store Set up Brand / Event Sponsors - 10:00 pm - 12:00 nn

Technical Check - 12:00 nn - 1:00 pm

Open Workshop Area -1:15 pm

Open Door for Fair Goers - 1:30 pm

Open Banquet ℅ Aperitif Catering - Cocktails - 2:00 pm

2nd Run Fashion Show Proper for Invited Guests

and Fair Goers - 2:30 pm

EVENT DETAILS : DAY 3 - 3RD SET OF GUESTS, FAIR GOERS, BUYERS AND INTERESTED STOCKISTS

April 21, 2018 - Sunday

Technical Check Runway Production Team- 7:00 am - 10:00 am

Ingress / Store Set up Brand / Event Sponsors - 10:00 pm - 12:00 nn

Technical Check - 12:00 nn - 1:00 pm

Open Workshop Area - 1:15 pm

Open Door for Fair Goers - 1:30 pm

Open Banquet ℅ Aperitif Catering - Cocktails - 2:00 pm

3rd Run Fashion Show Proper for Invited Guests and Fair Goers - 2:30 p

End of Operation / Event - 8:30 pm

Runway Production Team Egress - 8:45 pm

EVENT SPONSORSHIP PACKAGES
EVENT SPONSORSHIP PACKAGES
EVENT SPONSORSHIP PACKAGES
 boutique collaterals
and brand collaterals
audio visual
presentation
promo video
documentary video
 thank you!

please visit
us @clarissethelabel on
instagram

www.clarisseprovido.com