Exploring and implementing brand tone of voice

11th November 2013

Roberto Cavalli

Design equation:  Animal Print
                  Exotic Print

- Italian           - Embellished        - Printed
- Luxury            - Browns             - Ethnic
- Interiors         - Women              - Children
- Menswear          - Exclusive          - Bags
- Gym               - Alcohol

Exclusivity: Online/in-store/high end department stores e.g.                  Harrods and Selfridges

Online - Keep packaging high end looking - need to keep brand              image without people entering the store

Possible Competitors - Pucci
                       Valentino
                       Alexander McQueen

Motif Trend - Brand Handwriting

5th November 2013

When looking at brand handwriting there are many design elements to consider including:

- Colour               - Signature
- Pattern              - Letter form/Font
- Monogram             - Media/Material
- Product

An example is Schiaparelli pink

Ella Schiaparelle was around in the 1930s and the Schiaparelli pink represented the shocking, bold, feminine and strong attitude of the brand.
It also shows the individual, unique, flamboyant and surreal aspects.





Below are other example of other brands that have strong associations with colours:




On the left is Christian Louboutin
red and on the right is Louis Vuitton brown.








The orange on the left is associated with Hermes due to it being a strong colour used throughout collections and packaging. Whereas the colour on the left is solely used for Tiffany packaging.








These colours are both representative of flagship stores in London. The right Selfridges and left Liberty.