Brief 4 - wAven - Briefing Notes

Photography/Fashion/Graphic Design Collaboration?

Natural Selection Denim
-launched 3 years ago
-sell at £130 - £230

Creative hub
-people with different skills/professions woven together

Corporate ID
-colour
-logo
-strap-line
-DNA

wAven
-can't trademark 'woven'
-linked with process of making denim
-peculiarity of Swedish 'A' (pronounced O)
-Swedish/Scandinavian heritage/routes

Strap-line
-can use 'with a Swedish A' - or come up with another version
-made with Swedish spirit

Transeasonal

Target Audience
-contemporary
-18-30
-young brand
-men and women

Same audience as Humour, Cheap Monday
-look at Levis, Gstar, Dr Denim, All Saints, Diesel, Abercrombie & Fitch, Osaka, Superdry (stories behind the brands)

Conceptual - each pair of jeans has a story

Theme

Message of the brand

Evolution of denim
-worn jeans

Leather Patch

William Morris - styles
- Natural Selection - dock in card - hole punching - process used - type of denim

Blue Blood - story - lobster - concept

Give Blood Campaign - jeans - 6 months bring back and exchange for a new pair of jeans
- different jeans styles named as blood type

Focus on the Swedish A

Osaka - place where denim is made - Japan
Asaka

Free & Easy

Riley - Belvadere Vodka

3 Logod
-brand name
-motif
-abbreviated version

Packaging

SNCL
-paper bag
-street feel

Jeans shape, belt, pockets, leather patch

Organic