Work:
Charles and Keith Brand Identity
A brand identity rebrand for Charles and Keith, a fast fashion outlet based in Singapore. The goal is to refresh the brand design, create a brand video, as well as a sizzle reel for the company.
Desired Future State
What is a desired future state? Here we gather crucial information regarding the company Charles and Keith, such as brand attributes (what words best describe the brand), user personas (who are the target audience for the brand), empathy map (what associates with the user persona) and finally stylescapes (the design language of what the new branding would look like).
Brand Attributes
Here are some keywords that best describe the brand, that we gathered after thorough research.
30 words that best describe the brand.
3 words grouped into one, that best describes the brand of Charles and Keith.
30 words that best describe the brand.
User Personas
Here we considered the type of customers that will purchase from the brand, their age, goals, motivation, frustration etc., to better get an idea of what best suits the customers.
Empathy Map
Here we gather images from the web that best describes the customers lifestyle, what they do, based on the personas.
Images for Persona 1
Images for Persona 2
Images for Persona 3
Images for Persona 1
Stylescapes
After consolidating all the information, we created 3 distict stylescapes that show the new design, look and feel of the brand Charles and Keith.
Logo Design
The logo for Charles and Keith currently is a type of wordmark logo, which uses type as a main focus. As we shift towards more social media and online platforms, the need for a round/square designed logo is preferred so that we decided to create a lettermark logo as well.
Logo Design Ideas
Here are some logo concepts and ideas that we came up with while designing a new lettermark and wordmark logo.
Final Logo
These are the final logo that we came up with. Both a lettermark and wordmark.
Brand Video & Sizzle Reel
After consulting with the "clients" (our lecturers) which stylescape best suit the new brand identity, we came up with a design languange and started working on the brand video.
Storyboard/
Styleframes
Here are the storyboard/ styleframes for the branding video.
Brand Video
Year 2 | Module:BCD (Broadcast Design) and MBIZ (Media Business)
Sizzle Reel
Year 2 | Module:BCD (Broadcast Design) and MBIZ (Media Business)
Mockups
Here are some mockups that we did for Charles and Keith, from store front signage to packaging labels for the brand, so that the brand identity is better understood by the client.
