Brief
This project came about after proposing to my father ‘Franco Tavella’ it would be beneficial to take his business to the next level. He has been working as a Tailor for thirty-nine years and owned his own business for fourteen years. The main sector of his business is alterations for several high-end fashion boutiques and menswear fashion labels at Chadstone Shopping Centre. As my father was born in Italy and is very passionate about everything Italian, I suggested it would be ideal to incorporate his background origin as a base theme for his new branding system to reflect his unique personality and lifestyle.
was kept very minimal with the use of carefully chosen black & white photographic imagery to appeal to the target audience. A large four-page insert was also introduced to break up the black & white brochure and add colour. A final elegant touch of a dotted line was developed throughout the brochure to highlight the technique and industry. After taking the branding system this far, it was important to have a customised carry bag designed. A white cotton bag with the identity screen-printed on it was an effective and modern solution for returning completed items. This also provides advertising while walking through the centre.
My father was very pleased with the final concepts and the new branding system proposed. He is eager to have all the stationery items and collateral printed and produced by the end of 2011.
Strategy
My solution was to come up with a bold typeface for his identity that represents the extravagant personality my father has. A short byline ‘since 1972’ was incorporated to remind people that he has many years of experience. I chose a black & white approach for the stationery items and used a macro image of a sewing needle to reinforce his fine detail of work.
I then developed a twelve-page brochure to leave with his fashion boutiques, menswear stores and independent clients. This piece had to look high-end, appeal to the fashion scene and be a promotional tool to anchor new clients. Using a typographic approach and Italian vocabulary with daily expressions and activities was a witty way to represent my father and his classic Italian lifestyle. The layout