Branding Project : Croisiere

1. Parul Juneja
03.15.2016
BRANDING
FINAL PRESENTATION

2. Parul Juneja
03.15.2016
Croisiere is a luxury brand that offers
a countless options to pack for a
destination, a complete collection
ranging from clothes, accessories,
shoes to smart luggage. Croisiere is a
French word for cruise. The collection
is a mix of exuberant colours and
prints, precious silk fabrications,
and detailed crystal embellishments
all handcrafted by highly skilled
artisans.
INTRODUCTION

3. Parul Juneja
03.15.2016
WHY
RESORT WEAR?
For me, doing resort means that there
will be a constant flow of new product
on the floor for my customers. Resort
wear line is seasonless, there will be a
mix of spring/summer styles and
outerwear and new products adding
every month. The idea is to offer all
what the customers need all year round
for any season, in-store and online.
Usually there’s a lapse of time that
happens when designing two main
collections for spring and fall, so I was
excited to keep the momentum going.

4. Parul Juneja
03.15.2016
Croisiere aims to evolve creatively
to offer its customers, a personalized
experience onsite and online by
providing them personal stylists
who plan with them a complete
look or outfits for their holidays and
keep them engaged with the brand.
MISSION
STATEMENT

5. Parul Juneja
03.15.2016
ELEVATOR
PITCH
At Croisiere, the aim is
• To enrich the lives of the customers
through beautiful collections and
an exceptional shopping experience.
• To create opportunities and sustain
livelihoods by sharing the success
with the people around the world
who make it possible.
• Helping to sustain age-old hand
craft techniques and traditions
specially coming from India
• Bringing aspiring colors, patterns,
textures and hand-craft techniques
from magical, faraway places.
I believe in the positive, empowering, life-changing power of trade rather than aid.
Promoting Artisans

6. Parul Juneja
03.15.2016
THE CONCEPT
The concept behind the label ‘Croisiere’
is to provide the customers with a whole
new online shopping experience by
offering them an option to choose from a
range of outfits that they can probably
wear on a particular destination or for
that matter mix and match and create a
whole new outfit to suit their own style.
• Personalized online shopping
experience: add on website features
• In-store personal attention: personal
stylists
• Seasonless collection
• Exuberant prints and patterns
• Hand-craft / artisanship
• Textile: Organic cotton and silk
• Sustainability responsiveness
ONLI-NESS
OF THE BRAND

7. Parul Juneja
03.15.2016
•A Croisiere girl is a girl in her
twenties, smart, creative, confident
and comfortable in all aspects of
her being, free and adventurous,
sweet to tough to tomboy to romantic.
•A girl who likes to keep busy and
push life to its limits, with traveling
and hanging out and everything in
between.
Sex: Female
Age: 21 – 35
Highest level of formal education:
Graduate/ Masters degree
Disposable Income per month:
$60,000 – $74,999
TARGET
CUSTOMER

8. Parul Juneja
03.15.2016
PRIMARY TYPE : INNOVATORS
•Are always taking in information
•Are confident enough to experiment
•Make the highest number of financial
transactions
•Are skeptical about advertising
•Have international exposure
•Are future oriented
•Are self-directed consumers
•Believe science and R&D are
credible
•Are most receptive to new ideas
and technologies
•Enjoy the challenge of problem
solving
•Have the widest variety of interests
and activities
SECONDARY TYPE : ACHIEVERS
•Have a “me first, my family first”
attitude
•Believe mo ney is the source of
authority
•Are committed to family and job
•Are fully scheduled
•Are goal oriented
•Are hardworking
•Are moderate
•Act as anchors of the status quo
•Are peer conscious
•Are private
•Are professional
•Value technology that provides a
productivity boost.
VALS SURVEY

9. Parul Juneja
03.15.2016
CAMILLA
Camilla Franks has earned a reputation as one
of the most clever fashion print designers in the
world. Her signature colorful graphic prints and
free-flowing designs are the core focus of her
vibrant, playful and luxurious resortwear designs.
Competitors

10. Parul Juneja
03.15.2016
MARA HOFFMAN
Mara Hoffman is also recognized for her
aesthetic heavily focused on colorful, original
prints in her resort wear. Recurrently
drawing from nature and mythology,
Hoffman ultimately draws inspiration from her
own travels around the world and is a true,
living embodiment of her designs.

11. Parul Juneja
03.15.2016
In terms of positioning of the brand as compared
to the luxury brands like Chanel, Louis Vuit-
ton, Prada, Burberry, Gucci and the competitors
of Croisiere like Mara Hoffman and Camilla
that particularly do cruise wear, Croisiere lies
in between the high and low price division, it
is higher priced than Mara Hoffman because of
the services we aim to provide our customers but
not overly priced as it aims to target the masses.
POSITIONING

12. Parul Juneja
03.15.2016
TYPEFACE
The font I’ve used is LainieDayLH
with some modifications. I chose
this font because its curvy with
variation in the thickness and
thinness in lines, and has little serifs.
As the brand is related to cruise, I
wanted use a flowing and wavy font
that symbolizes the waves of the sea,
the sleekness of each letter makes it
look like a young and sexy brand.
Little serifs also signify high status.
The symbol or icon of Croisiere is an
anchor with black and white stripped
pattern with a very sensual mix of
steep curves and points.
•'Croisiere' means a cruise or a ship
and an anchor always supports the
ship to stand, thus this symbol
signifies strength.
•The shape of the anchor is very
curvy making sharp points that
makes it a mix of sweet and bold.
•The inspiration of stripped pattern
is simply taken from the sailors,
stating the cruise feel.
BRAND
LOGO DESIGN

13. Parul Juneja
03.15.2016
Croisiere
Development
of the logo
STEP 1 : ICON SKETCHES
STEP 2: LOGO DESIGN WITH TYPEFACE
STEP 3: FILTERING FINAL

14. Parul Juneja
03.15.2016
BRAND
IDENTITYMOCK
C H I E F E X E C U T I V E O F F I C E R
W W W . C R O I S I E R E . U S
W W W . C R O I S I E R E . U S
W W W . C R O I S I E R E . U S
PARUL@CROISIERE.US | (678) 640-6963 | 1230 PEACHTREE STREET NE ATLANTA GEORGIA 30309
( 6 7 8 ) 6 4 0 - 6 9 6 3 | 1 2 3 0 P E A C H T R E E S T R E E T N E A T L A N T A G E O R G I A 3 0 3 0 9
( 6 7 8 ) 6 4 0 - 6 9 6 3 | 1 2 3 0 P E A C H T R E E S T R E E T N E A T L A N T A G E O R G I A 3 0 3 0 9
ENVELOPE
BUSINESS CARD
LETTER HEAD

15. Parul Juneja
03.15.2016
BRAND
IDENTITYFINAL
C H I E F E X E C U T I V E O F F I C E R
W W W. C R O I S I E R E . U S
W W W . C R O I S I E R E . U S
1 2 3 0 P E A C H T R E E S T R E E T N E , AT L A N TA , G E O R G I A 3 0 3 0 9
1 2 3 0 P E A C H T R E E S T R E E T N E
AT L A N TA , G E O R G I A , 3 0 3 0 9
( 6 7 8 ) 6 4 0 - 6 9 6 3 | 1 2 3 0 P E A C H T R E E S T R E E T N E , A T L A N T A , G E O R G I A 3 0 3 0 9
( 67 8 ) 6 4 0 - 6 9 6 3 | PA R U L @ C R O I S I E R E . U S
ENVELOPE
BUSINESS CARD
LETTER HEAD

16. Parul Juneja
03.15.2016
•Social media interaction with the
target customers
•Collecting contacts from luxury
bars and restaurants and even
hotels
•Sending mailers to available
contacts to spread awareness
about the brand
•Inviting celebrities, fashion
bloggers, style icons to the
launch of the brand
MARKETING
STRATEGY

17. Parul Juneja
03.15.2016
Print Design
Creating a gift box that comes with
a Croisiere signature printed bandana,
a look book, a planner and an invite.
This gift box in itself is an interactive
LookBook of the latest collection of the
brand with a little company info. The
four sides of this box when opened
unfold pages that contains pictures of
the latest cruise collection. The planner
in the form of a tulip fold unfolds to
show the calendar that can be used to
mark important dates or plan vacation.
There is an invite with the important
details of the brand launch, date, time
and venue. The whole experience of
this combination is to gain attention
and engage the invitee completely
which is also the mission statement of
the company for its customers.
INVITATION FOR THE LAUNCH

18. Parul Juneja
03.15.2016
https://youtu.be/Lq92PGZQNy8

19. Parul Juneja
03.15.2016
WEBSITE DESIGN GOAL FOR DIGITAL PRESENCE
We intend to make an interactive
online shopping experience for our
customers that keeps them engaged
with the brand.

20. Parul Juneja
03.15.2016
WEBSITE
DEVELOPMENT
HOME
NEW APPAREL ACCESSORIES SWIM SUITCASE TRIP TUNER SALE
HOME
- Persistant Elements
- NEW
- APPAREL
- SHOES
- ACCESSORIES
- SWIM
- SUITCASE
- SALE
- SEARCH
- SIGN IN
- MY BAG
- LOGO
- SELECT CURRENCY
- ABOUT US
- CONTACT US
- FAQ
- SIZE GUIDE
- TERMS & CONDITIONS
- SECURITY & PRIVACY
- EXPLORE
- OUR STORY
- OUR STYLE
- IDENTITY AND VALUES
- ARTISANS
- HELP
- ORDER STATUS
- PAYMENT
- SHIPPING
- RETURNS
- STORE LOCATOR
- FOLLOW US
- Poster 1 : LINKS TO SALE/OFFERS
- Poster 2 : LINKS TO SUITCASE
- Poster 3 : LINKS TO DRESSES
- Poster 4 : LINKS TO SHOES
- Poster 5 : LINKS TO SWIM
- Poster 6 : LINKS TO ACCESSORIES
NEW
- Persistant Elements
- Categories
- Clothes
- Shoes
- Accessories
- Swim
- Bags
- Look Book of the month
- Featured (Shop by)
- Filter
- Color
- Price
SUITCASE
- Persistant Elements
- Shop the Runway
- What To Wear (outfit ideas)
- Celeb & Pop Culture (outfits inspired by style icons)
- Feature Today (The best of Croisier)
- Create an Outfit
EXPLORE
- Persistant Elements
- Our Story
- Our Style
- Identity & Values
- Artisans
TRIP TUNER
- Persistant Elements
- City Search Link
- Categories
- clothes
- shoes
- accessories
- swim
SIGN IN /REGISTER
- Persistant Elements
- Create an Account
- Existing Account Sign In
Croisiere
WWW.CROISIERE.US
SiteMap

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03.15.2016
WEBSITE
DEVELOPMENTWWW.CROISIERE.US
StyleTile
R : 65
G : 65
B : 66
#414142
R : 140
G : 140
B : 140
#8C8C8C
R : 210
G : 45
B : 32
#D2232A
R : 243
G : 117
B : 121
#F37579
R : 0
G : 164
B : 90
#00A45A
TYPE
HEADING 1
This is an example of Joesefin Slab
Light, for use as a heads
Josefin Slab Light, 15 pt, #414142
HEADING 2
This is an example of
Work Sans, for use as
a headline for images
Work Sans Light, 21 pt, #414142
HEADING 3
This is an example of Avenir Next Regular
for use as a description under headline
statements
Avenir Next Regular, 12 pt, #8C8C8C
HEADING 4
This is an example of Vollkorn Regu-
lar, for use as a subheads
VollKorn Regular, 14 pt, #D2232A
HEADING 5
This is an example of work sans, for
use as a category heads
Work Sans, 13 pt, #414142
HEADING 6
This is an example of Avenir
Book, for use as a headline
for statements
Avenir Book, 18 pt, #414142
HEADING 7
This is an example of
Parisienne Regular for
use as a headline state-
ment
Parisienne Regular, 24 pt, Black

22. Parul Juneja
03.15.2016
WEBSITE
FEATURES
•Home page Banner: it is the first
thing the viewer sees when the
website pops up.
•C r e a t i n g a r e m a r k a b l e f i r s t
experience: generate curiosity in
viewers to find more about the
brand.
•Left is the home page banner that
says ‘customizable fashion that
lets you do you”, this immediately
attracts the onlooker to click and
see what is that the brand is talking
about.

23. Parul Juneja
03.15.2016
SUITCASE > WHAT TO WEAR
Customers can pick up outfit ideas
from the sets created by our stylists
for different occasion, the customers
can instantly add the items to the
shopping bag
WEBSITE
FEATURES

24. Parul Juneja
03.15.2016
WEBSITE
FEATURES
SUITCASE > Celebrity Style
The viewers can find many celebrities
and shop the items by simply adding
the products in the shopping bag
(this feature only becomes live when
we have celebrities who have worn
Croisiere and sent their pictures or
spotted wearing those outfits.)

25. Parul Juneja
03.15.2016
WEBSITE
FEATURES
SUITCASE > CREATE AN OUTFIT
This feature lets the customers to pick
and drop various items on a blank
page and lets them decide what goes
best with what. It’s easier to decide on
a particular outfit when its all placed
together. Those customers who register
even have an option to save their creation
and add to the sets of ‘What To Wear’
feature and become others’ stylists.

26. Parul Juneja
03.15.2016
WEBSITE
FEATURES
TRIP TUNER
Trip tuner lets the customers choose
from hundreds of cities, the most
suitable of clothes and accessories
according to the local style, season,
festivities, colors and much more at
the time when they’re planning to go
for a vacation.
These outfits are styled by the
professional stylists who are engaged
24x7 researching on the future trends,
travelling around the world, or are
even living in different parts of the
world. There is a city search link, there
are different categories like clothes,
shoes, accessories, swim etc for the
customers to choose from.

27. Parul Juneja
03.15.2016

28. Parul Juneja
03.15.2016
Today, ours is a customizable world.
From Spotify playlists to sandwiches,
we routinely custom-build things
according to our individual tastes and
requirements. Indeed, in industries as
diverse as window manufacturing and
personal computers, it is now the norm
for companies to provide individuals
with personalized products.
Also, social media has majorly
influenced customer buying in recent
years. Everyone has an opinion about
what others wear, and how they want
the others to perceive them, people like
to get noticed for their personalized
style, therefore there is a big scope
in this business proposal.
Conclusion
The whole idea behind adding these
special features to the website is to
keep the customers engaged and also
help them find the best outfits for their
holidays. The focus is to help them
visualize a complete look, mix and
match clothes, jewellery, bags , shoes,
hats and get styled head to toe.
"Every one wants to live like a
celebrity but at an affordable price,
that’s why I invite you to come to
Croisiere."