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Base of Base
Comprehensive branding and development of the corporate identity of the clothing brand
/ branding / naming / identity / logotype
2023-2024
A project where style is created from simplicity and comfort
description
ABOUT THE PROJECT
The client made a request for comprehensive branding and the development of the identity of his clothing brand. The client had a common vision of his brand, basic ideas about his philosophy and aesthetics. Everything else— the name, the brand platform, the corporate identity— had to be created from scratch. The important wishes that had to be taken into account were that the future clothing brand should combine calm, restrained classics in the old money style and modern trends.
TASKS
The client fully trusted us to formalize his idea, to give it "life" thanks to the tools of marketing, naming and design.
What is important?: 1) create a unique but understandable name; 2) create a brand platform: identify its mission and values, describe its philosophy, choose an expressive slogan, prescribe principles and rules for drawing up marketing promotion strategies; 3) develop a corporate identity that includes constants, patterns, graphics, as well as the design of physical media.
What is important?: 1) create a unique but understandable name; 2) create a brand platform: identify its mission and values, describe its philosophy, choose an expressive slogan, prescribe principles and rules for drawing up marketing promotion strategies; 3) develop a corporate identity that includes constants, patterns, graphics, as well as the design of physical media.
GOAL
To package the brand, preparing it as much as possible for the launch and providing it with the tools for effective promotion.
RESULT
The client was satisfied with how the studio coped with the tasks set and is at the stage of launching its project. Now we are continuing to cooperate with the client on other brands.
Base of Base: the value of being yourself
brand concept
A modern designer clothing brand embodying the synergy of modern trends in design and classics, the brand's mission is to present stylish, versatile and totally comfortable images to customers that will perfectly fit into any moment of your life.
There are millions of meetings, a cycle of tasks and cases, but the main thing is to continue living. To continue living, enjoying every moment, spending time with family and loved ones, sharing their smiles, to freeze, looking at detail after detail of this world. Every modern girl responds to these lines, as they touch the most sincere strings of the soul.
Base of Base creates not just things, but the image of a modern metropolis, in the variety of its colors and trends. A quiet suite, precise details and an irresistible image for any situation.
There are millions of meetings, a cycle of tasks and cases, but the main thing is to continue living. To continue living, enjoying every moment, spending time with family and loved ones, sharing their smiles, to freeze, looking at detail after detail of this world. Every modern girl responds to these lines, as they touch the most sincere strings of the soul.
Base of Base creates not just things, but the image of a modern metropolis, in the variety of its colors and trends. A quiet suite, precise details and an irresistible image for any situation.
How to create a brand "from scratch"
brand platform
Creating a brand from scratch is a complex and multi—stage project. To achieve the goal, it is important to take into account many factors. Accordingly, the whole process is divided into several stages, each of which uses its own tools.
During the analysis of hypotheses, we identified 3 segments based on two main criteria: age and status, the need for a comfortable classic image without flashy "labels". For each segment, we have identified our own drivers for purchase.
We identified the environment, analyzed competitors by parameters: Brand Image, Tone Of Voice, Market positioning.
Based on the results of research and conceptualization of the brand, the Reason to Believe was described: rational (comfort, versatility, relevance, attention to detail, accessibility, quality, etc.) and emotional (mystery and understatement, trends, uniqueness of style, a sense of "quiet delight", etc.)
Developed:
- Slogan: Stay yourself
- Values: Millions of meetings, a cycle of tasks and cases, but the main thing is to continue living. To continue living, enjoying every moment, spending time with family and loved ones, sharing their smiles, to freeze, looking at detail after detail of this world. Every modern girl responds to these lines, as they touch the sincerest strings of the soul. Base of Base creates not just things, but the image of a modern metropolis, in the variety of its colors and trends. A quiet suite, precise details and an irresistible image for any situation
- TOV: Filled with stories and meanings, intelligent, the brand in the faces of its customers, complex verbal constructions ornately talk about simple values and situations that resonate in the heart.
- Brand cloud: Individuality, quiet success, filigree, restraint, neatness, relevance, details, trends, intimacy, family values.
We have created a product line structure based on the principle of "brand as the basis of an umbrella structure". They provided for the division into rulers and capsules.
How to describe what is at the core
NAMING
The brand name is a story told in one word. As the first step in shaping brand identity, naming can be the most effective investment in marketing, reducing subsequent advertising and customer retention costs.
BASE OF BASE
Simple and comfortable is the foundation of the basics.
A logo that tells a story
visual system
The corporate identity was supposed to be minimalistic in accordance with the philosophy of the brand. Therefore, we created the logo as the main constant, which will become the leading unit of storytelling. The logo provides not only basic information about the brand, but also carries a semantic load, creating a reference to the aesthetics of the brand and positioning.
VARIANTS
The entire image of the logo is a reflection of the classics and aristocracy due to the verified lines of the classic spelling "Base of Base". The monogram refers to the origins of Italian fashion, which the whole world is guided by as a consumer.
THE FINAL VARIANT
A combined look of the logo with the monogram "BOB", where the letters are intertwined with each other and assembled into a single composition. The monogram can be made into an independent sign for branding branded media.
The typeface of the logo is a majestic handwriting. Parts of the name are connected by a "bridge" OF, made by antiqua.
The descriptor contains the year of foundation of the clothing brand in Roman numerals and the slogan.
The concept of visual identity is an accentuated bright red combined with calm light beige shades. The color of the red dahlia distinguishes the brand by its depth, saturation of hue, and conveys positioning in part of the price segment.
Palette
The pattern consists of a sign and can be used on various media as the main background, substrate, and other things
A frame consisting of a double edging in the form of a continuous line. The inner frame is 5 mm shorter in length and width than the outer one.
corporate identity media
We suggested creating a special emotional connection with the audience. An individually designed fragrance that will become an associative link between the client and the brand. Its own fragrance is a unique "feature" that will significantly distinguish the brand from competitors. The client will be able to get acquainted with the fragrance of the brand and consolidate the connection with the help of a sachet to the purchase.
aromatic sachet as a brand feature
We suggested creating a special emotional connection with the audience. An individually designed fragrance that will become an associative link between the client and the brand. Its own fragrance is a unique "feature" that will significantly distinguish the brand from competitors. The client will be able to get acquainted with the fragrance of the brand and consolidate the connection with the help of a sachet to the purchase.
aromatic sachet as a brand feature
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