Finding the right name for the brand, thinking about the logo
and packaging is probably one of the most difficult parts while establishing
your brand. As my brand is the extension of the high-street retailer Topshop,
it needs to be related to it but also have its own character so people will
catch it as something new. Topshop has already nine brands in its house and two
of them, “Boutique and Unique” are the higher-seen brands as they offer more
expensive materials, better quality and higher prices. Unique is also the first
high-street brand to have its own show during the LFW. In case to relate my new
brand to those two Topshop brands, as I want Topshop Technique to be seen as a
higher standard of high-street, it needs to have the same syllable like the
other two brands. I focused on the ending “IQUE”.
The second reason why the decision led to the name
“Technique” was that by combining two different styles in one and also offering
the D-I-Y section which is seen as a way of creativity, art and ideas to
customise clothes individually.
The logo and packaging itself shouldn´t distinguish to much
from the rest of the brands. I keep the colours simple in black and white like
the usual Topshop logo, just to keep its originality. We need to use Topshops
strength and power in this industry and consumers should still relate Technique
as a Topshop brand. The font is a clever solution of using both font types from
Topshop “Unique” and “Boutique” and the packaging will be the usual Topshop
black and white paper bags with the “T” symbol on it.
Logo:
TECHNIQUE
Logo on packaging:
TOPSHOPT
Example of the Topshop brand logos:
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