Brand Positioning
Prior to the launch of 'Very Exclusive' we wanted to illustrate clear creative territories which the new premium luxury brand could occupy. Using the characteristics of the fashion capitals of the world we demonstrated 4 brand executions.
London
From the Dickensian street urchin to Liberty prints, London is a city that embraces diversity and always celebrates its heritage. The grandness of its imposing architecture sits happily alongside quirky side streets full of intrigue, with stark contrasts of the classic and the wildly imaginative – London welcomes the individual that dares to do things differently.
New York
Known as a world “fashion capital” New York City is a trend setting city. While the city’s diverse population draws inspiration from many different styles, the city has an edgy, gritty vibe.
The cast iron buildings of Soho feature a surprisingly sophisticated steel blue. Oxidisation on copper gives the notable shade of green. Landmarks in the city feature impressive marble facade’s in soft shades of grey. Not forgetting the New York cab in bright yellow and bronze adds a metallic edge.
Paris
Paris is a city known for its fashion sense, specifically for pieces that are feminine, elegant, and timeless.
The home of Chanel, Dior, and Yves Saint Laurent (just to name a few). Repeated colours form a palette for the city that contributes so much to its harmony and dignified beauty.
Milan
Weaving together all the varied elements of Milanese style—designer fashions and artisanal products, vintage and haberdashery—takes skill that locals hone over a lifetime. But a quick skim of street-style blogs will reveal the simple fact that Milanese men and women are particularly well versed in the art of dressing themselves.
Milan is bold and brash. It is unapologetic in it’s style and attitude. It oozes attitude and is not afraid to make a statement. It owns it’s style and is slightly more dynamic than it’s European cousins. The result is a mix of the fearless and the eclectic in it’s presentation of itself.
