Elliot McKellar Fold

Live fashion brief for Paul Young/Wåven. I took this brief on as an extra breif (brief 5)

The briefing and the deliverables were more concept and idea driven for the Wåven brand, I have proposed a set of ideas for various deliverables the brief asked for.

01/05Wåven(brief 5)

For this brief and its deliverables I designed a logo, proposed back pocket and leather patch designs/ ideas, an idea for a range of t-shirts and a potential slogan.

Elliot McKellar Guidelines 02/05Wåven(brief 5)

The logo was based on the concept behind the brand-name and a nod to the literal weaving process and the idea of everything being woven together by using line work and connecting the lines to each other in a stitch like pattern.

I have proposed three variations of a logo for the brand each based on a black, white and grey colour scheme so it could easily be transfered across a range of different medias and formats. I didn’t want to be extremely playful with the colour scheme and kept it very simple as I wanted my proposal to be more about the logo and idea behind it.

Elliot McKellar Fold 03/05Wåven(brief 5)

The First idea for back pocket stitching was taking the unique circular aspect of the Swedish Å from the logo design and applying it to the jean pockets, a subtle presence on the pockets but one that feels personal, it’s not completely over ruled by a cross pocket stitch and adds an almost effortlessly stylish feel.

The second stitching pocket concept came from previous ideas when developing the logo (02) and using a stitch pattern which incorporated the circular element of the letterform. The is unique and different and could be manipulated in to different patters to distinguish and stand out amongst other brands such as Levis and Edwin who have a recognisable pocket stitch.

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Elliot McKellar Fold 04/05Wåven(brief 5)

The Leather patches can be made by machine, in a variety of appropriate colours which could potentially differ dependent on the style of denim. This could also expand in to a wider range as the brand gets bigger, looking in to belts so there’s an appropriateness and incentive to buy when you purchase a pair a jeans.

The leather patch on the denim I felt would be a good chance to make the denim brand stand out from the rest, its common practice to have an Iron brand of a logo on to the leather patch. But I propose a different take on this to give it a unique, personal feel whilst reinforcing the woven concept of the brand.

I propose the use of a leather woven patch, its unique, no other denim brands in shops have something like this, It’s a subtle touch which would mean a lot to a buyer when they make the connection between the brand and the significance of the ‘woven’ leather patch.

Elliot McKellar Fold 05/05Wåven(brief 5)

The Vowels, pt 2.a e i å u A E I Å U

Å is the new O

‘Å is the new O’ is a playful take on the commonly used phrase in fashion ‘Red is the new black’. It addresses the Swedish Å so customers outside of Sweden can interpret the brand whilst showing an intriguing side to the brand.

Å Is The New O.

Proposal for potential slogans or T-shirt ideas, these have not been developed typographically.

The Vowels, Pt 2.

A play on the vowels to incorporate the swedish Å of the brand, I feel this concept would be interesting as a t-shirt design which people may not get straight away but would be interested to find out more.