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.

Brief 3 - Ice Cream Parlour - Concept Development

To go with the 7 deadly sins theme, I want to have 7 sin stations of which the customer would have to choose from to create their perfect ice-cream.

The stations are:

1. Wafer basket

 - This is the first sins station, and I think it works well with 'Lust' as it is the start for the customer to get what they want.

2. Fruit

 - This first layer in the basket could be 'Sloth' as it is just lays underneath the ice-cream.

3. Ice-cream

 - The selection of ice creams and choice of how much of it a customer would want means this sin station is 'Greed'.

4. Alcohol

 - this wicked station is 'Wrath'.

5. Sauce

 - The drizzle of the smooth sauces and luxurious texture makes the station 'Envy'.

6. Mixer

 - This station is the hardest to choose from as the mixers are more-ish, so 'Gluttony' work well.

7. Cherry on top

 - This finishing touch completes the ice-cream, so this station is 'Pride'.

I was then thinking of some imagery for the Sins. So I looked at how each station prepared their product:

1. Wafer basket is placed on a fancy doily for the decoration.

2. Fruit is sliced with a knife

3. Ice cream is scooped

4. Alcohol is poured from a bottle spout

5. Sauce is drizzled from a squeeze bottle.

6. Mixer is scattered with a spoon

7. Cherry on top is a finish by hand.

Brief 3 - Design Concept Ideas

After coming up with some names for the Ice Cream Parlour I liked the name 'Devilicious' which is devil and delicious combined - this reflects the delicious ice cream that is an indulgence and worth risking temptation for. When taking delicious from the name 'DEVILICIOUS' the 'VI' are left over. These can be seen as roman numerals for '6'. Somehow having VII (7) could be worked into it incorporating the 7 deadly sins. The stations of making your personalised ice cream could be in 7 stations - representing the 7 deadly sins of  gluttony, greed, lust, sloth, envy, pride, anger.

Lust - Dust, must (dust - topping. must - ice cream flavour)
Pride - Side, tried (mix in - topping)
Greed - Seed, succeed (fruit choice)
Envy - Bevvy (alcohol choice)
Gluttony - Purity (sauce)
Sloth - Growth (how many scoops)

Colour representation of each sin:

Some quick logo ideas trying to make the 7 in roman numerals stand out. However I don't think it is working yet...