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P.01 – Socks’ brand.04 | The Brandscape – Case Study

Previously: The Product | Socks’ brand

This is a series of posts of Case Studies on process and product of different projects. To read more of these, check Case Studies. Project.01 focus on a socks’ brand.

Whereas we are creating an object or a service, from a new clothing brand to a utility hardware store, one is inspired by both necessity and a moto, and what characterizes the way the brand behaves – its personality, while we are building our own brand story – or have to live up to the expectations of a legacy.

Sometimes, depending on how visual or trend-oriented your venture is, one tends to follow trends, from materials and innovations to business practices or colors, and it tends to influence the way we design, create and sell our product.

We are talking about the Brandscape & the Brand Personality, the Brand Story, and the Season Mood.

The Brandscape is made up of the – visual or psychological – references our brand incorporates or embodies, to make up for the final unique selling proposition we offer the client.

The Brand Personality is the way it behaves according to a different set of situations it might face upon the future.

The Brand Story is important, especially if it is an older brand, but usually, focus on why and how they started and how they came about. It is a longer narrative to build over time.

The first two don’t generally change over the course of the years; instead, they tend to fine-tune or consolidate around what we have planned since the beginning. It has the face of our initial idea, and it is, somehow, the face of us, as promoters. And the path of both the brand and the promoters is told by the Brand Story.

The season mood – or collection mood board – is a key piece of your brand, namely a clothing brand, that changes every season. It is usually a seasonal theme you work around to communicate differently with your customers, with the same underlying ethos – the personality and the values are the same, but your message is slightly different because you have a lot of new ideas to vert into your new products. I’ll dive into this on the next post.


The Brandscape

In this exercise of defining the TUTA & 1/2 brand, as it has been a gradual process throughout the last few weeks, a lot was left open, intending to let some ideas navigate to settle down ahead.

One of these ideas was, specifically, the brandscape imagery collection. My intention was to place it on a retro 50ies-60ies graphical environment, specifically concerning colour and scale usage. I am a big fan of 50ies and 60ies big graphics and interior design trends, such as the Scandinavian artforms that arose on those decades, but it is better communicated through the actual product and visual communication, than through the brandscape.

Previously, in other projects, I both defined the brandscape through words, a mood board or both. To make it simpler for this project, I opted for assembling a set of images that bring together the colour and shapes usage, as well as the playfulness intended for the project and the product, together with some keywords to give context to the mood board.

Some words and imagery were floating on my mind for a while, but eventually, they summed up into a brandscape mood board.

brandscape
TUTA & 1/2 brandscape mood board | Socks’ brand

colourful • playful • graphic • 50ies inspired


The Brand Personality

The brand personality is a way to predict how the brand will behave in certain situations in the future. To define the brand personality you can define it as if it was a person.

For TUTA & 1/2, its brand personality focus around a straight forward, witty and slow-living kind of “person”. Its objective is to bring different products to the public, with a focus on traditional crafts, but with a modern twist. Interested in modern architecture and interior design, graphic posters and intellectual pursuits.

I might get back to this subject later on.


The Brand Story

For as long as I can remember, I have seen my Grandmother knitting something, by the window, on Sunday afternoons. Whether it was crochet table mats or towels, curtains and application for linen bedsheets, or 6-needles socks.

The socks intrigued me the most, and it always seemed to be a never-ending impossible job, with all the stitches and spinning around the sock being built. I never showed a lot of interest in learning how to knit socks, because my own experience with crochet needles was somehow traumatic. In recent years, I came around and started to value these manual crafts.

Nonetheless, most of the socks she knitted were in a single colour, or 2, at most, specifically in raw linen and hemp colours, and she made them for my Grandfather. Both of them were farmers, and these fibres came from the harvests they made. She also weaved linen bags to store the wheat, rye and other cereals they harvested.

It is a circular economy example, on a very small scale, but that roots in this idea that all we have stemmed from older practices.

The idea of TUTA & 1/2 is to make these crafts reemerge and bring a colourful, modern and playful aspect these socks my Grandmother made never had to a new product. It is a way to pay homage to her sacrifice and craft.


Coming up: The Season Mood Board

Why am I doing this? I am someone who loves a motivational challenge, and while I love to tackle other people’s challenges, I wanted to come up with a different set of rules for a challenge of my own in my fields of professional action, so I can learn with the process too. To check my professional scope areas, check ABOUT.

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