Wakakuu Design & Branding WAKAKUU START UP by Crispin Porter + Bogusky Gothenburg

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Industry Apparel, Clothing & Footwear, Clothing
Media Design & Branding
Market Sweden
Agency Crispin Porter + Bogusky Gothenburg
Client Service Director Susanna Glenndahl Thorslund
Released October 2011

Credits & Description

Category: Logo Design
Advertiser: WAKAKUU
Product/Service: FASHION
Agency: CP+B
Design Director: Christian Knutsson (CP+B)
Senior Visual Designer: Daniel Kvist (CP+B)
Client Service Director: Susanna Glenndahl Thorslund (CP+B)
Content Supervisor: Sofia Sterner (CP+B)
Planner: Magnus Brodd (CP+B)
Associate Experience Director: Tommy Carlsson (CP+B)
Chief Creative Officer: Rob Reilly (CP+B)
Media placement: Visual Identity - Online/offline All Media - 20 April 2011
Media placement: Custom Typeface - Online/offline All Media - 1 May 2011
Media placement: Business Cards - B2b Communication - 1 May 2011
Media placement: Stationery - B2B & B2c Touchpoints - 1 May 2011
Media placement: E-Commerce Site - Online - 5 Sept 2011
Media placement: Magazine Ads - Fashion Magazines (ELLE, StyleBy) - 17 Oct 2011

Describe the brief from the client
Wakakuu is primarily an online store, selling selected high-fashion garments and lifestyle products to a mainly Scandinavian customer base. The client delivered the name and a business plan to us, and together with the client we formed the brand promise, crafted the visual identity and designed the most important part of their business — wakakuu.com.

Describe the challenges and key objectives
High fashion is a special segment of the fashion industry. It’s expensive and even though it’s populated by big and old names, it’s still very affected by seasons and trends. Wakakuu wanted to feel personal, yet professional and they had 1 key objective: The garment in itself is always more important than the specific brand. A bold statement in the fashion world.

Describe how you arrived at the final design
We wanted the logotype to represent the main craft and ideas of Wakakuu — the selecting, the curation — the craft of being a fashion buyer. We realised the logotype as a static shape, fashion is always changing, we played with the shape as a mirror or window, the heaviness of the shape disappeared and it became a part of it’s context but keeping the identity of the silhouette. A sober colour scheme put the garments in focus. Giving Wakakuu a visual voice we draw a typeface that could be used online keeping the important parts of the identity cross all touch points.

Give some indication of how successful the outcome was in the market
The Wakakuu brand has just seen the light of day. We are very happy about the early responses but we can’t give any business related perceptions of success at this moment.