Presenting the Brand Concept - Intrigue.

The Idea:

Intrigue is a designer label and a sub-brand of Saawan. It is supposed to be positioned on par with labels like Pepe Jeans, Levi’s etc. Its target consumers are youngsters belonging to the upper middle class and aristocrats. The clothing style and accessories under ‘Intrigue.’ brand will be stylish and unique. They don’t come under the rugged everyday fashion. It is for those who choose to be different and who want to make a style statement. One of the aims of ‘Intrigue.’ is to bring about a change in people’s thinking that wearing a tee on a shirt is weird etc.,! It is to make willing people to adapt to the current trend.

The Logo:

The logo stands for the simplicity and youthfulness. The primary identity of ‘Intrigue.’ is shown below.

There can only be a black and white variation of this logo apart from the other variations shown below. No other colors can be used to represent the logo. It is strongly advised that the primary identity is used widely on white background whereas the secondary identities can be chosen subject to the background color. I’ve chosen three colors to represent the brand. The brand colors can be used in advertising as visual elements to support the brand.

Following is a sample advertisement created to introduce the brand while launching. The tag line ‘Fashion for the design conscious.’ is chosen to underline the importance of design in clothes offered under ‘Intrigue.’ Click the advertisement to enlarge.

Vision:

‘Intrigue.’ will be a niche brand for youngsters who want latest trends in fashion. Keeping the quality intact, I want the clothes under this label to be priced reasonably. Yep! They won’t come for cheap. Budding fashion designers in India would be chosen to design for the label and a very elite panel chooses the designs so imperfections and amateur work don’t seep in. In turn, these designers would be paid very handsome royalty. They would even get expert tips from the industry’s best fashion designers. It would create competition among fashion students to work for ‘Intrigue.’ and thus the brand would increase awareness of fashion design. This would be a part of the design process at ‘Intrigue.’ while there will be designers working for niche designs.

Extensive research would be undertaken to know about the tastes of the target consumers and testing would be taken up before going public. On the success of the brand, exclusive outlets will be opened in major cities across the country.

This is the second among my series of design entrepreneurial ideas while the first was Saawan Design Studio. The website is off-line as I’m redesigning the brand and site and hope to launch it soon with a different name altogether. All my sub-brands will come under the major brand ‘Saawan’ whose logo I unveiled recently.

© 2008 Saawan.

~ by Saawan on May 8, 2008.