OUGD301 - WAVEN - Story

I has some ideas for the story of the brand, bearing in mind a few things..

The target audience is:
-18 - 30 year old
-men and women
-contemporary dressed

The tone of voice used should be
-light hearted
-humourous?
-quirky

DNA Idea-
Similarly along the lines of Bluelood denim (indigo running through their veins), it could be that the consumer of the WAVEN brand has WAVEN woven into their DNA, or the jeans have WAVEN DNA. I thought about how the logo could be used alongside this working with the structure of DNA. The circle on the Swedish A acts as an addition to the DNA structure, which is something different to normal DNA. Personal unique things such as eye colour or fingerprints could be used within the logo to represent the WAVEN DNA as a more subtle side to the structure. Jeans = Genes

SWEDISH PRIDE Idea -
The idea that once you've tried them you'll never go back. A sort of spin off about sexuality and trying new things.
-Taking Gay Pride and having 'woven with Swedish Pride' as a tagline.
-The packaging design for the clothes could be about coming out of the closet, again referring to sexuality but with a different meaning as the clothes get taking out of the closet/wardrobe were they are stored to be worn.
-The subject is bit tongue in cheek as it is still bait of a taboo subject - and this can reflect the peculiarity of the Swedish A.