BUTLER
BUTLER - a new premium service for the repair and care of footwear, clothing and accessories.
Within the project, a name was created, a logo and basic elements of corporate identity were developed. Corporate identity is designed to make BUTLER noticeable among competitors and find contact with the audience.
TARGET:
1. Formulate and consolidate the positioning of the service as a premium.
2. Create a holistic, recognizable brand.
3. Create a name and slogan reflecting the values and advantages of the brand.
4. Develop a corporate identity.
5. Build trust in the brand from the target audience.
3. Create a name and slogan reflecting the values and advantages of the brand.
4. Develop a corporate identity.
5. Build trust in the brand from the target audience.
NAME OF BRAND
Our task was to come up with a unique, appropriate, easy to remember name. We immediately abandoned the idea of using names and surnames in the name, as is often the case with European companies. The idea of using a beautiful fantasy word also did not seem attractive to us. The name was supposed to symbolize simplicity, reliability, style and nobility. Therefore, the name BUTLER was chosen, which gives the brand communications trustful character, reflects the refinement and at the same time, the solidity of the service.
Relatively new for the Russian language the word "butler" refers to professionals in the field of hospitality of the highest level. Coming from English, it means the same as the old-fashioned "butler." The position appeared at the end of the 20th century in private houses and hotels that sought to attract high-ranking guests to an impeccable level of service.
LOGOTYPE
It was necessary to create a concise, but at the same time credible and reliable logo. It also required to take into account the key advantages of the company - the aesthetic flow of services, responsibility and high quality of service.
The logo combines two aspects: the maximum simplicity of the graphic form and the ability to emphasize the high status of the level of services, so when developing we relied on minimalism: thin elegant white letters - the name of the service - on a perfect black background. The logo is consistent with the images in the image carriers, but at the same time it looks restrained in strict documents or interfaces. The dot at the end of the logo demonstrates the confidence and reliability of the brand, and also implies the uncompromising nature of the brand in terms of the quality of services provided.
The slogan “Care for your wardrobe” works in close conjunction with the logo-name of the brand. This is a short, elegant and aphoristic expression that is relevant to the positioning of the company and in the future can easily become an integral part of a creative advertising strategy.
IDENTITY
The color scheme chosen concise and calm with three primary colors to emphasize the status of the service. When choosing, both the functionality and the aesthetic component were taken into account. The main graphite, the pair for it - a contrasting white and complementary gold - as an important element of visual identification.
Colors inspire confidence and favor clients, embodying stability, well-being, openness and constancy. The color scheme we have chosen gives the brand greater variability and freedom in communicating with the consumer and presenting services. These noble colors, combined with a concise font, called to achieve the desired result - to create a brand unit that reflects the brand's mood.
A significant role is played by materials, in particular, designer paper for promotional materials and unusual textures in interior design. And the accompanying souvenirs (aromatic sachets in the corporate style and cards with instructions for the care of shoes and clothing) create an emotional connection between the client and the brand.
