kirsty fruin brief 3.pdf

7/30/2019 KIRSTY FRUIN BRIEF 3.pdf

1/5

LAVINIA is a Leeds College of Art fashion graduate. Her

collection is based on the concept of panopticisim and

visibility within society which has been displayed through

her collection by uing a muted colour palette with one pop

colour alongside sheer fabrics in her collection. To retain

visual consistency from her garments through to her brand

identity, I have also worked using this concept.

The letter A in the Lavinia logo has had the letterfrom

modied; by removing the crossbar it is further playing on

the concept of what can and cannot be seen.

The business cards and swing tickets use a debossed logo

to play on the concept of visibility; they do not have high

visibility but they are still visible.

The business cards and swing tickets are printed onto GF-

Smith Colorplan 540gsm fabric embossed Cool Grey stock.

The fabric embossing works with the fact that LAVINIA is

a fashion student, but also creates a difference in texture

where the embossing plate has pressed into the stock.

Kirsty Fruin: OUGD303 Brief 3

Lavinia Fashion Branding (1/5)The swing tickets use wh ite eyelets, thread and pins to

make them less visible. Inner clothing labels have also been

printed with the logo onto white cotton fabric to give a

professional aesthetic.


2/5

The lookbook for the LAVINIA Spring / Summer 2014 col-

lection is comprised of a series of A5 postcards contained

in a translucent branded envelope. By producing a series of

postcards rather than a book, it allows the user to interact

with the image and use them as they wish. The translucent

envelope plays on the underlying concept of panopticism

and visibility within society.

Each postcard utilises the white space to showcase the

collection to its maximum potential; keeping the focus on

the imagery rather than other background noise. The nal

postcard in the series displays information on the collection

and contact information for LAVINIA. The look book uti-

lises a pantone-matched colour the same as the stock the

business cards and swing tickets are printed onto.

The college exhibition space also keeps the theme of

panopticism running; the white wooden lettering is

purposely the same colour as the wall space so that it

looks like an embossing of the wall, also tying in with the

debossed business cards and swing tickets. LAVINIA will

also have a white oating shelf to hold her look book and

business cards and two white frames to showcase her

work.

Kirsty Fruin: OUGD303 Brief 3

Lavinia Fashion Branding (2/5)


3/5

The press release for LAVINIA will use large scale images

in order to engage the viewer with the garments. It will also

contain the LAVINIA logo and a point of contact;

her website.

LAVINIA inner garment labels will be digitally printed onto

cotton and sewn into place at the corners. Tissue wrap has

been produced with the LAVINIA logo tiled onto it, this will

be used for packaging clothing.

Branded LAVINIA hangers have been produced for the gar-

ments to hang on. These will be white with the logo PAD

printed onto them in the colour pantone matched to the

GFSMithCool Grey stock.

Kirsty Fruin OUGD303 Brief 3



4/5

The LAVINIA collection is accessible online via comput-

ers, tablets and mobile phones, enabling the collection to

reach a wider audience. The aesthetic of online presence is

coherent with the printed collateral, using the same colour

scheme and a minimal layout.

To keep it simple, the online presence for LAVINIA has four

pages; Home, Look book, About and Content.




5/5

I have proposed the aesthetic for the LAVINIA store which

ensures continuity of the deliverables through using white

space and her logo.

Store bags will be given to customers when they make a

purchase. The store bags will be white with the LAVINIA

logo printed onto them and the website as a point of refer-

ence. Re-usable tote bags will also be given out to custom-

ers; this will ensure continued advertising for the LAVINIA

brand.

The branded tissue wrap will be used to package the gar-

ments and the branded hangers will be used for in-store

presentation.



kirsty fruin brief 3.pdf

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