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DANIELLE MUNTYAN
CONCEPT & MISSION STATEMENT:
MONO is a feeling, a state of mind, an attitude, a lifestyle, an art, a way of being. MONO is a form of expression,
through its luxury shapes, textiles and structures.
Specialising on meticulously bespoke monochromatic pieces, MONO becomes a destination for sophisticated and
elegant womenswear, shoes and accessories.
As a fashion retailer and e-commerce retailer, MONO embodies a highly interactive and accessible platform for the
brand to express its unique fashion diction, as well as propogating remarkable experiences for the fashion retailer.
With a fagship store based on Sloane Street, London, MONO is building a highly reputable name, which is being
endorsed by socialites, celebrities, and recognised by Vogue UK. Its e-fagship store allows luxury goods to be
shipped and recognised worldwide, sharing new fashion with international culture.
Within the next 5 years, MONO is set to expand to menswear, along with the opening of a fagship store set to
launch in New York.
Through its offerings, every aspect of MONOs identity and brand is built to tailor for its target audience, whilst
continuing to exceed the expectations of the industry.
The identity of the brand itself has been designed to showcase the concept, using a monochromatic colourscheme
and structured visuals, whilst maintaining an integrity for luxury.
TARGET AUDIENCE:
MONO holds a strong, focused target market audience which falls into 3 categories. These are as follows:
Primary Target Audience:
Typically a 25-30 year old female, who cares about her image and style. She cares about luxury products and lives
the luxury lifestyle. She has a good career with disposible income. Whilst being interested in fashion, she doesnt
follow all fashion trends and enjoys key, statement pieces. Lives in a city location alone, or with her partner.
Secondary Target Audience:
30-35 year old women, who still consider themselves fashionable and on trend. She would live a similar lifestyle to
that of the primary target audience, however would be more mature, and possibly settled down.
Tertiary Target Audience:
The fashion industry and associative press, specifcally:
Magazine Editors
Stylists
Journalists
Models
Press
Celebrities
Socialites
TONE OF VOICE:
MONO holds a luxury, up-market tone of voice throughout the branding and identity, the products and its British
background. The brand is said to be:
High-end
Luxurious
Sophisticated
Structured
Bold
Elegant
Classic
Tailored
Timeless
Authoritive
Dominant
Chic
Exclusive
Valuable
VISUAL LANGUAGE:
Strong monochomatic visuals and aesthetics are used throughout to ensure consistency of the brand and concept.
Vinyl application and use of the MONO logo pull together the visual language with a minimal, clean, rich aesthetic.
OUGD505
DANIELLE MUNTYAN
LOCATION & EXTERIOR:
The fagship store is located on Sloane Street, London and the exterior of the MONO store will not change. It is
designed to refect structure and architecture in the most luxurious form.
221 Sloane Street
London
W1A 1EX
United Kingdom
INTERIOR:
The interior of the store will remain monochrome in colour scheme and use seasonal imagery to reference the current
collection on offer in store.
OUGD505
DANIELLE MUNTYAN
PRODUCT TAGS
Black vinyl & crisp white stock have been used for die-cutting to ensure a high-quality, high-end aesthetic and fnish.
The tag would feature, price, bar code, item number, size and logo, and would be attached via black silk ribbon.
OUGD505
DANIELLE MUNTYAN
BRAND GUIDELINES:
A Japanese-style stab-stitched book has been put together stating the brand guidelines for all branding & identity
elements.
The guidelines would be used by future designers for upcoming fashion seasons. Branding/changes may be applied
overtime to the website, press invites, advertising and printed materials such as the seasonal look books.
Brand Guidelines - 297x210mm
LOOK BOOK:
The look books will change seasonally and come with an A4 promotional poster, however they will follow a layout
structure.
Each page features a QR code which allows direct access to product information on the website - photo, video
and links to the e-store. Each code is different linking to a different page and encourages digital engagement.
Look Book - 210x148mm
Poster - 297x210mm
OUGD505
DANIELLE MUNTYAN
STATIONERY:
MONO as a brand wants to push printed media and digital media throughout its collateral, as well as creating
engagement with the brand. This is shown heavily through the printed elements, i.e. business cards will always have
a QR code which links directly to the contact page. By placing codes rather than contact details on the reverse,
MONO hopes to cause a sense of secrecy and modern technology.
The design aesthetic is continuous in terms of brand photography and use of the logo (in terms of size, placement
and material).
Letterhead - 297x210mm
Business Cards - 85 x 55mm
Envelope: 210x93mm
OUGD505
DANIELLE MUNTYAN
RECEIPT & HOLDER:
To add additional luxuriousness and quality to the receipt, it has been printed on silk stock, and held within a die-cut, photography
and vinyl based holder.
COAT HANGERS & CHANGING ROOM TAGS:
Black wooden coat hangers and changing room tags have been laser cut to add additional personality and brand solidity to the
interior store. Clothing would be displayed with the custom hangers, whilst the changing room tags would ft over two pins on the
changing room door to show it is occupied. It can then be easily removed and stored.
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DANIELLE MUNTYAN
PRODUCT PACKAGING & GIFT BAGS:
A range of packaging has been designed and produced with thick, silk matte stock showcasing a high-end, luxury
fnish. Dependant on size, the packaging features a die-cut or vinyl based logo. Each package contains printed tissue
paper for wrapping, and features a ribbon-tie, or a clasp closure for security.
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DANIELLE MUNTYAN
DIGITAL MEDIA:
A website has been designed to ensure smooth running of the brand and the e-store, which can be accessed via
QR codes on printed collateral or by going directly to www.monowear.com.
Designed to be fully responsive to scale and orientation, a mock-up is shown above to demonstrate this feature.
PAGES: Collections: A/W/S/S collections shown as a
Home Page: Access to Pages series of images and as a catwalk video.
Changing Landing Imagery Links to Look Book & E-Store
Search Bar E-Store: Buy Products
The World of Mono: About Mono Look Book: Digital Version of printed publication
Brand Story Stores: Location and Contact Details
The website uses interactive elements to engage with the user.
Recognised and approved ways of digital interactivity are listed below:
Interactive Collections - Links to E-Store
Videos - Catwalk and Product Close-Ups
QR Codes via Digital Look Book
Product Links via Look Book
App/Social Media Links, i.e. Instagram Links
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DANIELLE MUNTYAN
WEBSITE:
A clean, minimal and monochromatic approach has been taken in regards to website design, ensuring a high-end
tone of voice which refects the brand. Navigation can be seen below, ensuring easy interaction and engagement
with the user.
Home Page - The World of Mono - Collections (Photos/Videos) - Look Book - Stores - E-Store
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DANIELLE MUNTYAN
ADVERTISING:
Advertising will be continuosly designed for different collections, seasons and product lines such as shoes, and
accessories. All advertising should use the brand guidelines whilst designing and refect the brand in the strongest
form, ensuring the logo is used.
Approved forms of advertising are listed below:
Magazine Advertisments - 297x210mm
Billboards - 6000x3000mm
Bus Stops - 1800x1200mm
Online Blogs
Online Magazines
Celebrity Endorsements
Harvey Nichols Website
MONO Website
Press Invites/Fashion Week - 210x148mm
The magazine advert features a QR code linking directly to the website so collections can be viewed or items can
be bought. Double page spreads as shown above would be seen in luxury fashion magazines such as, Vogue and
Harpers Bazaar.
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DANIELLE MUNTYAN
FUTURE PROPOSALS:
MONO MAN - VISUALS:
Advertising collateral has been developed to show how MONO Man - a sub-brand of MONO, would be promoted
and visually demonstrated. The branding and identity follows the brand guidelines, which refects continuity through
the brand as a whole. The logo developed has been adapted from the main MONO logo whilst remaining structural,
bold, masculine and recognisable.
FUTURE PROPOSALS:
Within the next 5 years, MONO would like to expand to Menswear, creating a co-fashion line called MONO MAN,
and launch a US Flagship Store on 5th Avenue in New York City, NY.
Within the next 10 years, MONO would like to be recognised as a household name, and be seen as prestigious as
well as luxurious by an international fan and consumer base.