The last project of Ideas in Context this term is about creative direction in identity design. This is a group project, and my partner is Maddy, we are Helvetica team! yay(?) . At first, we thought about some topics but we decided to choose clothing line because we have not make a clothing line in other project. We brainstormed & created the mind map for the clothing line. Our keywords are tropical, young, bright, cheerful and character illustrated design. The style of every design is inspired by New York School.
We think about the name, some options are : Caspian, Murphy, Ingo, Poseidon, sand burst, blue sand, think wave, drop t(he art), kraken (inspired by pirates of the Caribbean), trone (tropical nerd), Aubergine, sandchor, seanchor, oceanchor, okeanos, Archipelago (island), Pelagia (sea), Totally art beach, kai, cruise, palm tree, design by beach, okeanos, summerise, ma&je, tropical sin, oceanchor, seanchoe, sandchor, trone, then sir em suggested the majestee, like Majestic. And we use an octopus / bracken for the mascot, and May added the crown on it. We use Kracken because it just like the own of sea and powerful.
Our concepts are about tropical, character based tee's, unisex, environment friendly, 100% organic cotton, and we have so many promotion (EXample : if you buy our t-shirt until IDR 2.500.000, you will get TeenTACLES Privilege card for free, you can use it on birthday mont and get 10% discount. You also get a Go Green Tote Bag. If you bring the totebag when you buy our t-shirt, you will get 25% discount because we appreciate people that support go green as we do).
The target audience is teenager between 12-20 years old. We based in Bali, Indonesia and we just open our second store in Jakarta. We have a classic version, that is our logo. We also have underwater version as our kracken's friends, and the new arrivals for this month is halloween.
The background is "Maydeline and Jesslyn moved to Bali for college, they do not like Bali because Bali is humid. They looked around and notice that people in Bali is wearing thin t-shirt but the brand is overseas brand. They love Indonesia and support local brand. So, they trying to make clothing line company based on people needed, which is thin t-shirt with high quality, but local brand. And they called it MAYJESTEE (just like their names)".
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| first mind map |
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| more specific mind map |
LOGO
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| My logo sketch |
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| at the end, we choose these logo. we have four logo because teenagers love something colorful and collecting series things. |
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| colour trial |
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| BW version |
We use 3 typeface, they are Edoms, Copse, and Bebas.
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| Final logo - we use this for our main logo because of the public voting and the colour is more topical than the others. |
STATIONERY
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| Business Card sketch |
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| option 1 |
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| option 2 - Mr. Em suggest me to add some teentacles as our element and make it normal size |
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| FINAL BUSINESS CARD |
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| FINAL ENVELOPE |
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| option 1 - letterhead |
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| option 2 - letterhead |
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| option 2 - letterhead - back |
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| FINAL LETTERHEAD |
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| trial - letterhead with text |
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| FINAL STATIONERY |
MEMBER CARD
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| Option 1 |
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| option 2 |
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| FINAL TEENTACLES PRIVILEGE CARD |
PRICE TAG
T-SHIRT CHARACTER
HALLOWEEN EDITION
CLASSIC EDITION
UNDERWATER EDITION
DISPLAY
CATALOGUE
PAPER BAG
WEBSITE
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| mayjestee.com |
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| choose your country, please |
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| home page |
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| new arrivals |
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| each detail |
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| collections |
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| contact us |
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| my account |
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| information |
PIN & GOODIE BAG
PEN
PRESENTATION DAY
CREATIVE BRIEF
01. BACKGROUND SUMMARY
Client
MayJesTee
Product
Clothing Line
About
Mayjestee is a newly founded Indonesian clothing line. It offers a comfortable, environment friendly, cheerful, and youthful design.
Strength
A comfortable young brand with special t-shirt design, material, and afforable products. Offering promotional strategies such as membership, birthday discounts, and totebag discounts.
Weaknesses
The brand is barely known by the public.
Opportunities
Our t-shirt material suits with the location of where we sell the products (tropical, Indonesia), we also have a lot of promotional strategies, discount, and our T-Shirts have a youthful, unique design. The price is also affordable and the design can be used appropriately by teens.
Threats
The store that sells the same kind of products. However, there are two types of the store that sell these kind of products, 1. T-shirts with the same material that we’re using but with lack of good, youthful design and 2. T-shirts with a different kind of material but the same type of design. And we’re trying to combine good design and good material.
The numerous well-known clothing line that have been established in Indonesia for quite a long time.
02. PROJECT OVERVIEW
Title
Mayjestee Branding
Background
As a newcomer in the clothing line business, Mayjestee needs a distinct, strong identity in order to stand out beyond it’s competitors and attracts prospectitive frequent buyer. Mayjestee stands for Maydeline and Jesslyn, the two creator behind this clothing line and ‘tee’ means that we sell t-shirts. Mayjestee also means Majestic, the word that describes our main character, the Kraken, and the logo shows the majestic crown.
03. Drivers
Our goal is to provide a trustable graphic clothing line with affordable price and great quality.
04. AUDIENCE
Primary
Young Adults - between the age of 16 to 20. Especially those who live in a tropical place.
Secondary
Children - between the age of 11-15. Our design is a quite mature, so maybe it’s not really for children, but of course under some cases, there are children who’s more mature than the rest.
05. COMPETITORS
1// Coconut Island
Strength
A clothing line that have existed for quite some time and have the experience and also well-known for the design & t-shirt material.
Weaknesses
Their design isn’t graphic, more typographic and they’re not thematic & quite random.
Opportunities
They’ve existed for quite some time and people recognize the brand.
ThreatsThe design isn’t good enough for some people.
2// Surfer Girl
Strength
A clothing line that have existed for quite some time and have the experience and also well-known for the design & t-shirt material.
Weaknesses
Their design doesn’t have a variation.
Opportunities
Surfer Girl has a well-established reputation and they publicize the brand constantly.
ThreatsTheir current promotion style emphasis on their events more than their products.
06. TONE
The keywords for Mayjestee are :
1. Tropical2. Young
3. Graphic
4. Colourful
07. MESSAGES
- A new, youthful clothing line- Graphic with characters design
- A clothing line with good overall design that will attract young adults.
08. VISUALS
The identity can explore through colours and characters for the t-shirts such as kraken, etc. The visual sysem should be in a united look and feel, and can be supported by proper photographs that well-suited the tone.
09. DETAILS
Deliverables
Visual Identity which includes:
01. Logo02. Tagline
03. Characters
04. Name card
05. Letter Head
06. Envelope
Collateral which includes:
07. T-shirt08. Membership card
09. Paper bag
10. Goddie Bag
11. Price tag
12. Store display
13. Pen
14. Pin
15. Sticker
16. Website
17. Catalogue
Limitations / Restrictions
The identity produced shall not include any disscussion that can provoke a misuderstanding, missleading infromations not inappropriate content.
10. TIMELINE
19 / 8 Introduction to final project (Creative direction in identity design)
23 / 8 Decide the topic, research, keywords, mindmap (name, concept, target audience, etc)
25 / 8 Begin Sketching logo and shaping tagline
30 / 8 Digitalizing logo, colors
3 / 9 Sketching Stationary, member card, price tag
6 / 9 Digitalizing stationary ( Business Card, Letterhead, Envelope), member card, and price tag.
13 / 9 Finishing creative brief, print pin, pen, paper bag, manequine
20 / 9 Print t-shirt
27 / 9 Making website, store display, catalogue
1 / 10 Creating presentation
3 / 10 Print stationery, price tag, sticker, membership card, catalogue
4 / 10 Presentation day
BEHIND THE SCENCE
(work sheet)
Almost all things we finished together.
We did/finished together :
1. Concept
2. Brainstorming
3. Mindmap
4. Naming
5. Tagline
6. Buy paper bag
7. Print T-shirt
8. Print stationery
9. Print member card
10. Creative Brief
Jesslyn only :
1. Sketched Logo
2. Stationery
3. Member card
4. Print Pin
5. Goodie bag
6. Price Tag
7. Website
Maddy only :
1. Digitalized logo
2. Color options
3. Made t-shirt characters
4. Made catalogue
5. Print Pen
6. Display
EXPERIENCE
This is the first time i share my project experience on the blog. i want to share about print t-shirt. we are searching a thin t-shirt but no one store sell it, and we hopeless in that time, we want to print them out just on basic t-shirt. But my mom suggest me to buy at Giordano, then we tried to go to Giordano on week 11. the price is too expensive for plain t-shirt, but we want to make it real. we bought 2, one for each of us. Then we went to the printing, OMG the printing is almost gone. just in the corner, near the toilet, and very small. me and may scared because people in that Plaza looked us like looked alien! they called us, and called us, and called us. But the staff there really kind, not just like the cover lol. the cover really messy and big NO, ups. They did our t-shirt in front of us and we just like an amazing things - sablon. i asked the staff, "is that really hot? (printing machine)", and they say "hey she said is that hot, you can try touch this machine!" -_-
Then H-1 before presentation day. We go to Digital Dimensi at Bendungan Hilir, we go there because they printed so fast before. But when we arrived there, Digital Dimensi was crowded. We wait and we print. And they did wrong. that day i want to go home early but because they did wrong we have to go home at 6 and arrived home at 8 OMGGGG and we have not make a presentation slide. I just looked at the wrong paper and talk to the staff, "if only print them color on plain paper i can printed them in my home, it will be useless", then i just quite (i was thinking and give time to them to thinking about customer too). a few seconds the staff go to the printing room and give us the right print. Not only that, we have to go home by taxi, we have called taxi for three times and they did not come. a few minutes the taxi driver called me to confirm that he already arrived at Bintang sempurna. so we go to that taxi and maybe go FX and get taxi again. a taxi pass and i ask May to stop the taxi, the taxi stopped but a man so angry because the taxi in front of him suddenly stop. he was screaming "WOYYYY, do not suddenly stop!!!", May go home by that taxi and i walked alone to the taxi. and arrived home at 8 PM :( HAH, i can not explain all the experience, but i feel the process and experience are more exciting than the result.
Happy TeenTACLES!
Keep Go Green
and Support Local Brand
Happy Holiday!
MAYJESTEE
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