BA (HONS) GRAPHIC DESIGN LEVEL 06 - OUGD303 L U L U B R I E F ( 1 - 7 )

BRIEF: LULU, a high-end fashion boutique has just established itself and are in need of a new logo that can be used across a range of products, specifically looking at the delivery element of brand. RELATION TO DESIGN PRACTICE: I chose to do this brief, because it gave me the opportunity to look at the delivery element of fashion branding. E-Commerce is becoming more and more popular, and because of this I wanted to use this brief to investigate making receiving the delivery an experience.

ROBYN RUSSELL - http://r-russell0912fmp.blogspot.co.uk/

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BA (HONS) GRAPHIC DESIGN LEVEL 06 - OUGD303 L U L U B R I E F ( 2 - 7 )

These are the main elements to building the brand and its identity. I wanted to try and create a simple logo, and then from there develop the identity around it. By establishing a typographic logo using avant garde, it allowed me to have something that was clean and sophisticated, yet current enough to feel modern. I used this typographic element to develop the identity. Alongside creating a typographic identity, I also established a pattern that could be used across the deliverables, this was more for the stationary element then the labels etc. By creating this over arching identity, meant that I was able to use these elements in a variety of different ways to create a coherent brand.

ROBYN RUSSELL - http://r-russell0912fmp.blogspot.co.uk/

Using the pattern created, i then managed to create my own printing plate to emboss stock with the designed pattern. This would be used on all stationary.
Fig 1. Showcasing printing plate and pattern print. Fig 2. Showcasing stationary print with embossed pattern.

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BA (HONS) GRAPHIC DESIGN LEVEL 06 - OUGD303 L U L U B R I E F ( 3 - 7 )

The packaging element for individual garments. Each garment would go through the same process. Initially being wrapped in the ribbon and acrylic logo, accompanied by the garment information. They would then be wrapped in tissue paper, that is avaliable in three different colours. Again using the identity of the brand to create this range of packaging. This process is intended to enhance the interaction for the consumer, giving them a specific way to unwrap the garments making it an experience.

ROBYN RUSSELL - http://r-russell0912fmp.blogspot.co.uk/

Fig 1. Pattern, used as range across tissue paper.

TO

ENJOY
RETURN: N LULU LU 32 Ironmunger m n e S St. S amford Stamford mo Lincolnshire c n re

BA (HONS) GRAPHIC DESIGN LEVEL 06 - OUGD303 L U L U B R I E F ( 4 - 7 )

I have also designed envelopes, which again would be available in a variety of different sizes depending on garment size. Each envelope would be sewn shut, with the material label and sticky label on the front. This again is used to enhance the interaction the consumer would have, ripping open the envelope and making it an experience.

ROBYN RUSSELL - http://r-russell0912fmp.blogspot.co.uk/

BA (HONS) GRAPHIC DESIGN LEVEL 06 - OUGD303 L U L U B R I E F ( 5 - 7 )

After considering the packaging methods, i then went on to look at ideas for the delivery. The packaged would be hand delivered by courier, so to make the brand have a lasting impression onto the recipient i chose to have the products delivered in hampers. Again available in three different sizes. The reason i chose to use a hamper was the idea of making the brand stick with the consumer. Not only would the hamper, safely and securely hold the items but it could be reused after. And by attaching the logo it would be something consumer could remember.

ROBYN RUSSELL - http://r-russell0912fmp.blogspot.co.uk/

G A R M E N T PA C K A G I N G

LARGE ITEMS: BAGS: Satchels Duffle Bags Hold-alls Barrel Bags Backpacks Coats and Bags Suits and Blazers SHOES: Boots Small Heels Flats Trainers Heels

MEDIUM ITEMS: BAGS: Messenger Bags Purses Clutches Handbags Dresses Sweatshirts Jeans Cardigans Suits and Blazers Jumpers TOPS: Evening Blouses Shirts Vests and Camies Sweat Tops T-Shirts Printed Tops Bodies Tunics Work wear

SMALL ITEMS: Socks and T ights Swimwear Sunglasses Gloves Wallets T ies LINGERIE: Briefs

ACCESSORIES: Belts Collars Faux Fur Gloves Hats Bracelets Scarves Boxers/Knickers Snood Watches

Shapewear Bodies

Earrings Necklaces Rings

5. 3.

4.

6.

2.

1.

1. Delivery Hampers

2. Envelopes

3. Postcards

4. Fabric Wrap

5. Sticker

6. Tissue Paper

BA (HONS) GRAPHIC DESIGN LEVEL 06 - OUGD303 L U L U B R I E F ( 6 - 7 )

Due to the nature of the delivery and the range of packaging elements, I have created an information graphic to outline the processes involved in packaging the garments. This is intended as a step by step guide to the final delivery for the consumer.

ROBYN RUSSELL - http://r-russell0912fmp.blogspot.co.uk/

ORDER CONFIRMATION
Hello Robyn, Thank you for shopping at Lulu.com. We have recieved your order with the following details. You have 2 hours before the order is processed, to make any last changes. ORDER NUMBER: ORDER DATE: SHIPPING MODE: 7161426 13/03/2012 EXPRESS

BILLING ADDRESS: The Old Stables, Empingham RD Ketton Rutland PE9 3RP DESCRIPTION T-SHIRT CHINOS SNOOD BLACK LACE BRA REFERENCE 0/2475/814/800/02 0/2478/917/290/03 0/1347/213/389/04 0/1487/314/367/04 SIZE S M M S UNITS 1 1 1 1

SHIPPING ADDRESS: The Old Stables, Empingham RD Ketton Rutland PE9 3RP AMOUNT 25.00 85.00 35.00 30.00

T O TA L P R O D U C T S : 175.00 SHIPPING CHARGES: 15.00 T O TA L : 190.00 * VAT I N C V T

F r For any questions or issues p e u s o r s e please c n a t customer service at lulu.com: contact u m r e i e u o C O NTA C T FOR M CONTACT FORM TAC O Teleph o e Te p on e: Telephone: E M ail E-Mail: 01780 0 7 5 0 76 58 01 765801 contact@lulu.com c on tac t@lu u com n act@ m

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BA (HONS) GRAPHIC DESIGN LEVEL 06 - OUGD303

LULU BRIEF (7-7)

As the brief is looking at the delivery element, i have designed the car vinyl graphics that would be placed on the delivery vehicle. I distilled the type down to the clearest elements and main information so that were you to drive past you would be able to read them easily.

ROBYN RUSSELL - http://r-russell0912fmp.blogspot.co.uk/

This is the on screen element to the brief, focusing on the confirmation e-mail you would receive once the garments had been purchased either online or in-store. again using the identity to create the design, combing the type and pattern.

Fig 1. Showcasing Van design from different angles that would be seen whilst driving.