The Visualisation of Gucci x Ed Ruscha

As usual, I was quite overwhelmed coming into the business SDS tasks, as I knew it would be quite a sum of work piled up at once and I also knew I wanted to do my absolute best in them for my pathway. So I began with the first page.

SWOT Analysis

For the SWOT, I decided to go for an infographic aesthetic, keeping it colourful by using a colour palette drawn from Ruscha’s painting “Start Over Please”, which I have used previously within my Part 1 presentation as well as my range plan. I loved the mix of intense and vibrant colours in this artwork and have ended up using them as the feature for my entire presentation. The colours are also bold and artistic and don’t target a single specific gender, which aligns with my customer segment.

I also, during this stage, decided to redo the logo I planned on using, which was one I had created in Part 1 but only slightly by playing with positioning. However, this time I would be more considerate with how I used it and how it contributed to my branding. I decided to reuse it as I like how it signifies the collaboration visually without wording.

Before creating my SWOT analysis, I built upon the notes I had made during the break between Part 1 and Part 2, as through group and class discussions, I had discovered more information that would be relevant to it. In hindsight, I’m glad I started doing my SWOT during that break, because it made completing it a lot easier, as I was adding to it with more specific and relevant analysis rather than trying to fumble around with basic notes.

The highlighted sections represent analysis for my collaboration

I then moved on to creating my layout in Photoshop. I played around a bit with different colour variations and image positioning before settling on my final layout.

Final SWOT


Physical Branding

Moving on to my packaging choices. I decided to create four forms of packaging ideas including carrier bags, a box, wrapping tissue and a tag. For the carrier bags, I created two styles; one that fits the aesthetic of the rest of the packaging and one that would be exclusive to the higher end of the range to add some individualistic value to the way the consumer would feel walking out of the store. This carrier bag is designed using one of Ruscha’s artworks that also features on a design in my range plan, “Pay Nothing Until April”.

Thought process of how and why I wanted my physical branding to look
Packaging ideas from a book I own

I used the same colour palette as before for the rest of the packaging and find it’s colourful yet still intense and bold rather than light and feminine. I also remade the signature Gucci red and green saddle strap, inverting the colours to a mustard yellow and red to skew towards Ruscha’s artworks. I feel like this adds a subtle design detail but is still recognisably Gucci in its aesthetic. I also created tissue wrapping as I thought it would be an interesting packaging element that would work well for a luxury brand. Additionally, the lettering on the box and carrier bags will be embossed (although this doesn’t display well visually), as per my earlier comments about accessibility on packaging. On the tags, I also added tactile markers to indicate price ranges for those with visual impairments. Most of these packaging ideas are also recyclable, which I feel incorporates Gucci’s use of sustainable packaging and paper carrier bags, as well as remaining conscious to younger target consumers who would look for brands who present more sustainable efforts. I also carried on the same background as my SWOT analysis to keep the flow of the presentation.

Product Extensions

For my product extensions I decided to look at extensions within accessories as that’s what Gucci excels in, particularly around their younger consumer demographic, compared to homeware or beauty products. This lead me to design a phone case, card pouch and glasses case. These products appeal to younger buyers and entry level product consumers, sitting on the cheaper end of the price architecture. They’re also items that would be constantly used by younger people and are good for luxury gifting as well.

Again, using the same colour palette, I designed my products in Photoshop. For the phone case, I created this GG logo with my logo and patterned it across one of the cases. I really like this accidental design detail, as I think it is reminiscent of Gucci’s signature monogrammed hemp fabric.

Initially what I had before downsizing the G and duplicating it

For the pouches, I created one simple one with the G’s on it as the phone case, with the other quite colourful and bold. Then, with the glasses case, I created one with a string detail on it with the makeshift stripe from my earlier packaging. I feel like this reflects a luxury product without the logo for entry-level consumers who want Gucci, but don’t like logos plastered over their products.

I actually really enjoyed creating these more than I thought I would and my favourite designs would have to be the two phone cases. Again, I used the same background to match the visual aesthetic of my other pages.

Extension Tasks

I found the extension tasks fairly easy in terms of conducting research, particularly the SWOT. For the SWOT, I concluded that it was a good model for initial framework, but not ideal to be the only part of strategy development.

However, the Brand Identity Prism was a new concept to me and it was interesting to see how all these elements worked together to construct a successful brand. I was slightly confused about the overlap of some elements but found it helpful to apply to my own collaboration. In creating my own, I used my notes from class to help and decided to go with my artist x brand collaboration, as I felt it would be more useful than just doing one for my retailer. I can definitely understand how the model is useful in building brand identity, as it takes a combination of all those elements to have a successful brand image and I hope to use it again in the future.

My written research is in the document below.

Business-Extension-TasksDownload

Development Work

I also have other development work from these tasks, which include my class notes.

Overall, I really enjoyed being able to build my brand not only in thought but visually as well. I was surprised at what I was able to produce from these tasks, but overall feel like I’ve made good connections between my customer and my branding. I also feel like I’ve been able to push my Adobe editing skills more and have improved my layout structuring as well. Going forward, I have my business tutorial with Sarah in a couple days and hope to gain some feedback on my work and then use the following day to make any adjustments before the submission this week.

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