1.
BACKGROUND
Peacocks was one of the UK’s leading value fashion retailers, offering clothes, shoes and accessories for women, men and children before going in to administration in January. They launched a collaboration range with Pearl Lowe, modelled by her daughter Daisy Lowe in 2009.
OBJECTIVE
To expand Peacocks' customer base and enhance fashion credentials to appeal to a younger audience.
OBJECTIVE
To expand Peacocks' customer base and enhance fashion credentials to appeal to a younger audience.
SOLUTION
We have created a well needed improvement in the advertisements of Peacocks. With the recent take-over of the company we believe this is our opportunity to create a buzz to increase brand awareness to the target audience.
Our advertising campaign will be displayed on bus stops, billboards and in magazines.
TARGET AUDIENCE
Our campaign is aimed at a fashion conscious young audience, specifically 18-24 year olds. The Pearl Lowe range is attractive to both younger and older audiences, and we have kept the existing logo to keep from excluding the current customers.
SPECIFICATIONS
We have used the fonts Perpetua and Travelling Typewriter, to get a mix of elegance and the vintage summer theme. We have changed the logo to all black, and used the colour scheme of black, white, and pink C1 M10 Y5 K0. We have printed on to 280 GSM white card.
COUNTDOWN
The countdown is for the re-launch of the website and the brand's new identity. It will be displayed on the Peacocks website, which is currently unavailable, with no sign of when it will come back.
2.
TONE OF VOICE
The inconsistency of the stores identity is something we recognised, so we created a consistent tone of voice in regards to all aspects of the companies promotion. Our designs are appropriate for our target audience, with an emphasis on timeless style.
TONE OF VOICE
The inconsistency of the stores identity is something we recognised, so we created a consistent tone of voice in regards to all aspects of the companies promotion. Our designs are appropriate for our target audience, with an emphasis on timeless style.
EVENT
Our advertising campaign is focused around the Peacocks re-launch party, where the new summer range by Pearl Lowe will be unveiled, and modelled on the catwalk by Pearl's daughters Daisy and Betty Lowe.
INVITATION
This invitation will be sent to fashion magazines and celebrities, so it is elegant and stylish to capture the attention of the recipient. The sleeve has been die cut on to 280 GSM card, and the invitation inside has been duplexed with the same card and black stock of equal weight behind it.
LABELS
As with the invite, the labels for the clothing have been die cut and duplexed, with the existing logo, in a simplified version. These reiterate the new tone of voice for Peacocks, with a simple aesthetic.
As with the invite, the labels for the clothing have been die cut and duplexed, with the existing logo, in a simplified version. These reiterate the new tone of voice for Peacocks, with a simple aesthetic.
3.
WEBSITE
The current Peacocks website is down, so we have proposed a new design. It is consistent with the rest of the products we have created and is attractive to the target audience. The website will be re-launched on the day of the party.
BLOG
The updated blog will start with news from the launch party, and is updated regularly to keep customers interested.
4.
NEWSLETTER
A newsletter is sent out weekly to offer exclusive discounts and promote the latest ranges, to keep in regular contact with the customer.
NEW IDENTITY
We have created designs for the in store way finding and signage that are consistent with our tone of voice.
We have created designs for the in store way finding and signage that are consistent with our tone of voice.
5.
LARGE SCALE ADVERTISEMENTS
Our advertising campaign will be displayed on bus stops, billboards and in magazines.
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