The 100% Campaign

So for the last semester of Graphic Design class I was working on a re-branding campaign for a denim company called Peacock's Jeans. As you can see with their current logo (above) the imagery and typography is outdated and not appropriately aimed at a definite target audience. They are trying to appeal to younger women; however, I think they could be doing much more to emphasize the brand as sexy, slim and feminine.

Now here is my redesign of the Peacock logo. I began with an idea board cluttered full of ideas and inspirations to which I wanted to focus on. My initial inspiration was an article in McLean's Magazine written about decor by Alexander McQueen. It was about the idea of "taxidermy chic" and how it was becoming a popular fad in interior design among night clubs and bars. This is the target audience that I am directing my marketing efforts to. The socialites and trust fund kids who live to be seen in the public eye.

The logo is a mixture of delicate and smooth script; however, the counters are filled in to add that little bit of boldness and power. Finally I capped off the "k" with a feathery design to resemble a peacock's tail. I tried as hard as I could to stay away from cliche design elements that would resemble a peacock like colour, pattern and shape. My main focus was to emphasize the combination of power and beauty, with a feminine twist.

One of the project guidelines was to emphasize that the denim company of our choice was a "green" company using 100% denim. I thought to myself and said why stop there? Why not make everything about this brand 100%? So the poster ad for my project was based on Peacock's "100% Campaign". Peacock represents everything fun, flashy and glamorous to the highest degree. I used the amazing photography skills of European Photographer Hedi Slimane for the Polaroids. I thought his artistic vision and views on the World reflect what I was looking to re-brand this product as.

Please forgive me for not posting photos of the other facets of the project which were a hang tag and shopping bag. I have no digital mock ups because they were 100% handmade. I have recently moved, so in the process they were lost amongst the debris. Hopefully I'll find some photos of them sooner or later because I really enjoyed working on this project.