BRANDING PROCESS Julia Kastner – Fall 2013

Step 1: Analyzed competitive landscape and positioning

Sophisticated & chic lifestyle brand:

Conscientious & international:

Urban & centered around denim:

Step 2: Named the company, explored hundreds of options

Defined brand values: Charitable, humane, humanitarian, beneficent, benevolent, benign, compassionate, generous, bold, brave, considerate, chivalrous, polite, true, valorous, honest

Explored concepts: Muslin and Gauze Denim, Dew and Clover Denim, Cross stitch Denim, Thread and thimble Jeans, Wheel and Needle, Cottage Industries Denim, Protagonist Denim

Focused on names with personal relevance for ease of trademark: Helene’s Jeans (sister’s middle name), Eva Jeans (my middle name), Grand St. Denim, Ludlow Jeans, Greene St. Denim, Kent Denim (streets in NYC).

Chose to include “Paul” to make gender neutral – my mother’s maiden name.

Step 3: Created inspiration board– chose Art Deco era

Chose Inspiration from Art Deco: International influence, spirit of Out of Africa & Orient Express – luxury travel https://www.dropbox.com/sh/iyswoahefgkt5f7/JLXclSQWHe http://www.evaandpaul.com/ourstory/

EVA & PAUL

Step 4: Developed logo, explored upper & lowercase fonts

Chose an art deco inspired font with uppercase for sophistication

Step 5: Chose diamond as concept for logo icon

We decided that the diamond felt simultaneously luxurious and international

Step 6: Fixed diamond shape for symmetry & spacing

We explored a variety of inside patterns inspired by Indian frames before settling on our final motif:

Step 7: Picked colors based on fabric inspiration

Using our hand-printed fair trade fabrics from India, we explored natural colors

Step 8: Applied our logo to corporate identity

Hangtag Button & rivet

Jeans Label Back pocket

Brown Packing Tape

Step 9: Incorporated branding into all digital design

JOURNEY ON.