Brief 3 - Lulu Evaluation

Brief 3 – Lulu Evaluation

My aim for this brief was to explore fashion branding but in a different way, focusing on looking at the delivery element of fashion as opposed to in-store retail graphics and packaging.  Selecting a local high-end Fashion company called LULU, I used this as the spring board for my brief. Through research in my dissertation and general research, I found that e-commerce is becoming more and more popular, so I wanted to try an develop the idea of the delivery methods for fashion brands, making them as much of as an experience for the consumer as wearing the garments themselves. This brief involved a lot of researching, from the style I wanted to achieve, to the varying amounts of delivery methods and how garments work when they are being wrapped up. Due to the high-end nature of the brand, I wanted to portray this through the designs decisions that I made. Incorporating design processes and tactile products to enhance the experience through interaction. I had a varying amount processes to use within this brief which meant I had to manage my time accordingly, organizing when designs had to be completed by and how they would work together. A few problems happened within the processes, such as the screen printing tissue paper that didn’t work, and I had to come up with a new solution. One element I had to experiment with a lot was the printing plate, to create my own unique printed paper, I had to make sure I got the right paper and depth, experimenting with a range of GFSmiths paper and sizes. I have really developed my skills with working in alternative print methods, and thinking ways round problems in order to get the solutions that I wanted. I also developed my skills within on-screen design, using Photoshop to mock up on-screen delivery which I have never previously done.

Within this brief I found that I had to work very methodically in order to achieve the range of deliverables I wanted, and create a functioning identity that would deliver the concept.

I also got the opportunity to collaborate across courses with a fashion student who helped me with my envelopes, and in turn I helped her with laser cutting. This relationship also worked in other briefs, which turned out to be really beneficial and meant I could achieve design ideas that might not have been possible before.

Overall, I am happy with how this brief turned out, I feel I delivered on the concept that I set out in the first place. I learnt a lot from this brief, technical skills as well as time management and organization skills, which again will help me in the future. 

Ougd303 Brief 3

Lulu Development Boards

I have spent some time going through the development of this brief and picking out a selection of the key development stages within this brief. Form the logo design to the identity and processing of the individual components.

Lulu Boards (developed)

Mocked up boards

After the photo shoot i was able to then create some basic boards for the crit. I really wanted to try and see how the briefs would work on the boards and the main thing being whether the narrative was actually clear or not.
I do have a lot more boards than i will in the final presentation of the briefs, but at the moment i just want to work out the different styles and layout thats i had created so i can try and get some appropriate feedback.

[sketches of baords]

Open publication - Free publishing

Open publication - Free publishing

Open publication - Free publishing

Photoshoot

Today, both Polly and myself organised a photoshoot. I wanted to do this so that the briefs that i felt were finished were actually completed. And if they wern't then i had enough time to tweak and change things. This was extremely helpful, as i got to see my products properly and what i had created, and generally im very happy. The photoshoot did take a lot longer than i thought it was going to, but that couldnt be helped. But it does mean that when i do another, i now know on average how long it will take.
There were elements already missing from the photoshoot, such as the stationary for Lulu and the packaging for ISTD, but both will be ready for my next one.

Here are some examples of the style of images i was taking. I had already drawn out the style of photos i wanted, so that i wasn't messing around trying to create random shots.

Van Idea

After going through the boards for my Lulu brief, i realised that although this brief is about the delviery element of the products i hadnt actually considered the main delivery method..the transportation. Realising this, it was fairly easy for me to use the identity that i had created and put it across a range of van ideas. 

I researched the style of van i was looking for. Because Lulu is a small high-end brand, it meant that it would only need a small delivery van. This would then encompass the deliverables that i had already designed, bringing together the delivery and products.

Going with the general style of the design i wanted it to be simple, and kept in mind the sort of graphics i notice when im driving on the motorway. They tend to be simple, easy to read and uncomplicated. So they have impact, that can stick with people and that's what i aimed to create. 

// notes

Info Graphic

After looking at the info graphic, i realised that it needed to be brought into the brand more, because as it stood it just looked like a random info graphic. I added the details of the brand, bringing in the pattern and the logo as well as using the type to create an interesting graphic that correctly informs the user as to how the pack actually works. 

The main info graphic

Info Graphic

To accompany the branding that i have been doing for this brief, i want to create an accompanying info graphic that would describe visually the way the parcels go together and the elements that correspond to other sizes. I have done a simple sketch originally that looked really flat and horrible. So i have tried to re-do it. Sketching it to try and create something that is slightly more organic. This way it shows the individual elements, whilst at the same time showing how they work together. 

I still need to work on the type element, but im happy with how its coming together. 

Phone

With regards to onscreen design, i had a break through today. For the first time ever i actually photoshopped something that worked and gave context to my designs. Although very simple for most, this was quite an achievement for me. It's the first time i've created something like this.

I am particularly happy because it makes it look authentic which is something i've never really created before when it comes to on-screen design. Although a small achievement, its opened the on-screen design world to me slightly. 

With regards to the brand element, by giving it this context means it has more of a structure and believability within the authenticity of the brand. 

Lulu Envelope sticker

After creating the envelope i needed to design the label, which i had done previously. So now it was a case of getting it printed and vinyl cut so that it could be applied to the envelope and finish the design. I am happy with the design, its clean and clear. Theres enough room to write on the labels, i think the next stage will be to mock up a roll so that it can showcase the way that it works. 

Tags 2

I have combined the tags with a new garment, the only problem is having the original logo in, but i can easily remove this so it isn't a problem. I tried out a variety of different ways of hanging the tag within the garment, from using elastic to the pin alone. I think that the pin works better, it doesn't detract and its a cleaner aesthetic as opposed to the elastic when it is involved.

Tags

After focusing on the envelopes it was time to spend some time treating the tags that would go alongside the garments. I have screen-printed the tags already so i just needed to combine them together with the appropriate garment, so i can really start to bring the whole identity together. I am happy with the rustic feel combined with the clean edges of the type and the detail within it. I think the identity is starting to come together within this brand. 

Cut through

These images showcase the cut through effect that applied to the posters, im happy because the laser managed to achieve a very detailed and clean cut, which makes it easier to distinguish between the words and the typographic background. I have also been looking at placing different backgrounds behind the text, this was so that it creates a different depth behind the imagery. Im not sure what i want to put behind it yet, but this gives me more room to experiment.

Ribbon

I ordered some ribbon the other day, i wanted silk black ribbon that would be wide enough and chunky enough to wrap around any garment as well as threading through the tags. I have been practicing with the ribbon and format of the shape. I am happy with the effect, although its only rough at the moment i think that as a whole it will work nicely against the patterned background for the tissue paper that i have created. 

Email context

After designing the invoice that would be sent out to the consumer, i have just set up a basic email and sent it to myself to see if it could be read by iphone and mail. It has worked really well on both these formats, the only problem i am having is sending it to hotmail accounts, because you have to embed it within the HTML, and im not any good at that so i will speak to the it bubble and see if they can help.

The size works though, and all the information can be read which is the most important thing. 

Front of envelope

Now that the envelope is complete, i realised that i needed to design the sticker that would be placed onto the front which would encompass the brand identity and logo design. It needed to be simple so that it could function. As in people could write on it, the desired adress etc. 

I think i began to over complicate things by putting on a black background, because it makes it unclear and although aesthetically pleasing it doesn't really work with what i was trying to achieve. This sort of labeling would be used for one off garment sales, so it wouldn't necessarily come with the hampered products, but it covers the other delivery elements.

Envelope Sewn Shut

I gave over the envelopes that i wanted sewn shut to Rose yesterday, and she gave them back to me today. I am extremely happy with how they have turned out. I think that the style and the stitching looks really clean and doesn't detract from anything. There is a fine balance between the two and it's this hi-end finish that i was looking for. It has the whole rustic but clean finish feel to it, which is what i was trying to achieve.

Email

Deliverables

I spent some time this morning trying to work out my deliverables, and what is still yet to be done. im focusing on getting these briefs finished or as close to being finished by the end of Easter, because im ready to put them to bed. It will also give me the opportunity to take stock of what is still yet to be pushed, i feel i want to.

SO.

Cleo Tavern Brief:

DONE: 

Tea Matt

Coster

Menu

Glass

Shirts

Compliment Slip

Glass

TO DO:

PRINT - Thank you cards // Menu content

Rivet the menu together

Note Pad

Wine sticker and carrier

LULU Brief:

DONE:

Tissue Paper

Hampers

Stickers

Tags

Envelopes

Solid Tags

TO DO:

PRINT - Invoice // Invoice holder

Stickers to go on envelopes

Email

Get Ribbon

Get envelopes sewn shut

Re-Do delivery info-graphic

ISTD:

DONE:

12 Boards Laser Cut

TO DO:

Publication to go alongside

Stickers

In order for the tissue paper to be wrapped and sealed, i have created a range of stickers, each one using the same colouring as the tissue paper so that you could use the contrasting sticker to seal the garments shut. This showcases the logo working on a smaller scale. I also used the vinyle cutter for this which i hadn't before, all the stickers i had used were normally cut by hand, this adds a clean aesthetic to the product. I did consider using a clear vinyl but you cannot cut it with the vinyl cutter, so would take away from the clean crisp affect.