girlapproved - jcpenney branding
DESCRIPTION
Here, we helped invent Foxy flirt - a brand for JCPenney's that included sleepwear and underwear for junior girls.TRANSCRIPT
FOXY FLIRT CLIENTJCPENNEY
Foxy Flirt was one of Girlapproved’s earliest projects. After watching the success of Victoria Secret’s Pink take
the Junior intimates market by storm, JCPenney decided it was time to get an iconic animal of their own.
“Could we come up with something better then the VS PINK DOG?” they asked! Having experienced the
limits of the Pink dog firsthand, we said “GLADLY!”. This case study illustrates how understanding feminine
requirements strengthens everything, even a cute character.
ICONGIRLAPPROVED
ANALYSISVICTORIA’S SECRET PINK DOG
COLD & ARCHITECTURAL
NO EXPRESSIVITY OR EMOTIONS
HAS ONE POSITION ONLY
GENERIC AND NOT OWNABLE
THE PINK DOG HAS LITTLE DESIGN FLEX-IBILITY. CHECK OUT THESE FORMLESS AND UNATTRACTIVE ZOOMS AND CROPS:
STIFF, NOT EASY TO ANIMATE
WHY A DOG FOR INTIMATES?
ZOOM VIEW
FOXY FLIRTINTRODUCING
Foxy Flirt is an icon designed for
JCPenney’s Flirtitude brand. She’s
got all it takes to be a Girlapproved
icon. Not only is she adorable, but she
is also technically and artistically
nimble. She can hold her own
whether she’s on fabric, fashion,
communication or technology.
360 DEGREES OF BODY MOBILITY
EVERY FEATURE IS MEMORABLE
HAS EMOTION AND PERSONALITY
CAN EASILY BE ANIMATED
ICONGIRLAPPROVED
Foxes in oh so many ways are just like us.
Foxes are dynamic and multi-dimensional.
Foxes are intelligent, playful, athletic, clever, but soft.
“Foxy” means sexy in a smart way.
No other girl brand uses a fox.
Fox forms a sassy alliteration with the flirt - foxy flirt.
Foxes have great hair.
WHY A FOX ?
ICONGIRLAPPROVED
VS Pink dog supports only one postion.
This gets boring and makes design
challenging and limited.
Most icons only support one body
position. This limits their flexibilty.
Body can be rotated 360 degrees.
This supports a much broader range of
placement on fabric prints, product
packaging and communications.
ICONGIRLAPPROVED
360 DESIGN
All of Foxy’s features are unique, ador-able and memorable, such as this curly foxtail. How can anyone love VS Pink Dog’s little stubby tail?
Eyes are unique and express emotion
Easily scalable - Foxy looks great small.
FLEXIBLE
ICONGIRLAPPROVED
With today’s tech-heavy world, it is
crucial to have an icon that has
enough depth to leave the fabric
and come alive on a screen. Foxy is
brimming with personality, while
poor ol’ VS Pink doesn’t even have
eyes.
EMOTIONAL
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Hang tag box panty collection
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BRANDING
PATTERNS
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WEB
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MAGAZINE ADS
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IN STORE
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THIS IS A GIRLAPPROVEDORIGINAL INVENTION
© GIRLAPPROVED 2010
™
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