In this project, we were to coordinate a hypothetical scenario of creating a designer clothing brand using our full/first/last name and branding it.
Research was to be conducted on consumer base, key competitors and clothing line categories in order to create a brand expression.
Enter Rivera, a fast-fashion company with the objective of quickly delivering clothes to all the reckless and energized law breakers running around the continent.
The target audience for the clothing line was young indignant individuals with distrust for rules and structure. Individuals who question authority and power. For this reason the identity was crude and hand drawn. Doing so the company can separate itself enough from its “corporaty” institutional aspect. The symbol also depicts an unconscious face in a “cartoony” manner; embracing the “YOLO” philosophy young reckless people enjoy in a way that mocks and laughs at danger.
In order to better submit to the “f**k the man” attitude, physical touchpoints were to be paraphernalia and/or help patrons be expressive.
Market analysis of the fast-fashion industry revealed a critical insight: social media dominance is key, yet most brands incongruously position themselves as high-fashion despite occupying the cheapest segment. This disconnect exposed a strategic opportunity.
Appeal to an untapped demographic: young, counterculture consumers known for high expressiveness. Our research drove a clear strategy: position Rivera as the most expressive brand in fast-fashion, appealing to this youth-driven, rebellious segment.
To achieve this, Rivera needed to infiltrate every touchpoint between the artist and their canvas. Rivera isn't just selling clothes; we're providing tools for self-expression and strategically positioned to shake up the fast-fashion landscape.
Challenge:
Being a successful trendy fast-fashion clothing company, yet appearing
anti-establishment, young, and reckless
