1. BRANDING PROCESS
Julia Kastner – Fall 2013

2. Step 1:
Analyzed competitive landscape and positioning
Sophisticated & chic lifestyle brand:
Conscientious & international:
Urban & centered around denim:

3. Step 2:
Named the company, explored hundreds of options
Defined brand values:
Charitable, humane, humanitarian, beneficent, benevolent, benign, compassionate,
generous, bold, brave, considerate, chivalrous, polite, true, valorous, honest
Explored concepts:
Muslin and Gauze Denim, Dew and Clover Denim, Cross stitch Denim, Thread
and thimble Jeans, Wheel and Needle, Cottage Industries Denim, Protagonist
Denim
Focused on names with personal relevance for ease of trademark:
Helene’s Jeans (sister’s middle name), Eva Jeans (my middle name), Grand St.
Denim, Ludlow Jeans, Greene St. Denim, Kent Denim (streets in NYC).
Chose to include “Paul” to make gender neutral – my mother’s maiden name.

4. Step 3:
Created inspiration board– chose Art Deco era
Chose Inspiration from Art Deco:
International influence, spirit of Out of Africa & Orient Express – luxury travel
https://www.dropbox.com/sh/iyswoahefgkt5f7/JLXclSQWHe
http://www.evaandpaul.com/ourstory/
EVA
&
PAUL

5. Step 4:
Developed logo, explored upper & lowercase fonts
Chose an art deco inspired font with uppercase for sophistication

6. Step 5:
Chose diamond as concept for logo icon
We decided that the diamond felt simultaneously luxurious and international

7. Step 6:
Fixed diamond shape for symmetry & spacing
We explored a variety of inside
patterns inspired by Indian frames
before settling on our final motif:

8. Step 7:
Picked colors based on fabric inspiration
Using our hand-printed fair trade
fabrics from India, we explored
natural colors

9. Step 8:
Applied our logo to corporate identity
Hangtag
Button & rivet
Jeans Label
Brown Packing Tape
Back pocket

10. Step 9:
Incorporated branding into all digital design

11. JOURNEY ON.