Factorie 青年时尚服饰品牌形象设计

分类:VIS设计 / 时尚、服饰、配饰 发布于 2017-11-11 10:30

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Made for a restless generation

Making a youth brand young again

为不安的一代而生

再次使青年品牌青春


The situation


In a world where businesses struggle to reach teenagers, Factorie was famous for its youth culture. Unafraid and unapologetic, it resonated with its customers in a way few brands do. So when Factorie’s audience started to grow up, the brand did too.

It became a little more mature. Slightly more sensible. Less teenage angsty, and certainly less controversial. But in the end, the effort to stay relevant to its original fans saw the overall brand lose its relevancy. All of a sudden, Factorie wasn’t Factorie anymore.


The restless generation


Before we could connect to the next generation of customers, we had to understand them. A lot had changed since Factorie first started. Today’s youth are living in a rapidly changing, rampantly digital Insta–world. Identity is fluid. Personalities are Pinterest’d. Influence – and pressure – is coming from more channels than ever.

Yet we couldn’t help but realise that teenagers now aren’t all that different from teenagers then. They’re still rebelling. They’re still looking for inspiration. They’re still figuring out what they like (not to mention what they don’t). Yes, a lot had changed – but a lot of things hadn’t. Maybe they never will.


The new Factorie


The new brand sits at the collision point between contemporary culture and that timeless youth attitude. Made for the restless generation, it draws inspiration from everything from modern-day influencers like @kathebbss and London grime, to DIY producers and even 80’s grunge.


Born from Factorie’s oldest and most authentic element of all (its name), the logo offers a striking device for owning and disrupting imagery. But more importantly, it’s shorthand for a new kind of factory – a place where young people and artists can relax, remix, craft and collaborate. It invites the restless generation in, before asking a small, simple, unrelenting question…What will you create?



情况


在一个企业为争取青少年而奋斗的世界里,Factorie以其青春文化而闻名。不怕和毫无歉意,它以少数品牌的方式与客户产生共鸣。所以当Factorie的观众开始成长的时候,品牌也是如此。

它变得更加成熟了一点。稍微合理些。减少少年的愤怒,当然也少争议。但最终,与原有粉丝保持联系的努力却使整体品牌失去了相关性。突然之间,Factorie不再是Factorie了。


不安的一代


在我们连接到下一代客户之前,我们必须了解他们。自Factorie首次启动以来,发生了很多变化。今天的年轻人生活在一个瞬息万变的,数字化的Insta世界。身份是流动的。个性是Pinterest的。影响力和压力来自更多的渠道。

然而,我们不得不意识到,现在的青少年与青少年时代并不完全不同。他们仍然在反叛。他们仍然在寻找灵感。他们仍然在搞清楚他们喜欢什么(更不用说他们没有)。是的,很多改变了 - 但很多事情没有改变。也许他们永远不会。


新的Factorie


新品牌坐落于当代文化与永恒的青春态度之间的碰撞点。为不安的一代而生,从现代影响者如@kathebbss和伦敦的尘垢,到DIY制作人,甚至80年代的垃圾,都能从中得到灵感。


这个标志出自Factorie最古老也是最真实的元素(它的名字),它为拥有和干扰图像提供了一个惊人的设备。但更重要的是,这是一种新型工厂的缩影 - 年轻人和艺术家可以放松,重新组合,手工和合作的地方。在请求一个小而简单的,毫不动摇的问题之前,它邀请不安的一代......你会创造什么?


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色妓总奸

品牌设计师

上海市  |   徐汇区

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