brief - surfwear

S U R F W E A R
CUVDSP13A Research and apply techniques for the design of wearable objects
"Style is central to subcultural identity, and clothing and body adornment are the most visible emblems of membership signifying loyalty to kindred spirits and exclusion to the world at large".

BRIEF 1: 50% i.e.thumbnailing(5%), logo (10%), fabric designs(20%), storyboard(5%), fashion designs(10%)
Design and produce samples of wearable design for a surf wear brand.


fabric design-border/repeat motif suitable for fabric by the metre/placement print suitable for t shirt or similar
fashion design- drawings or samples of wearable designs from fabric designs

Related Briefs:
In the Spatial design class you will be designing the interior for your retail surfwear outlet.
In Craig's graphic design you will be working on the logo design for labelling, tags, swing tags, catalogues etc.

Create a 200 word profile. post it to the blog by the beginning of class week 2. you can continue to refine in the following weeks
Define and describe your potential market.

Who are you designing for?
eg. season, gender, age of target market, geographical distribution, other subcultural influence eg, skate, techno, kitsch, gothic, punk, indigenous, ethnic, sporting, social, pollitical or environmental aware, etc
Where would they wear it?
eg.sporting, beach, club, pub, skateboard, formal occassion, etc
How would they wear it?
e.g. style, attitude, gestures, poses, etc
How would you sell it?
eg. market stall, shops, on consignment, via internet, performance, parade, etc.
What imagery to use?
Imagery and inspiration- beach life, flora, vintage surf posters and labels , board shapes, cars, hawaiian shirts, dolphins, hula, tiki culture, water, waves, shells, coral gardens, fish, whales, mermaids, seahorse, sharks, turtles, weather maps, water patterns, tattoos,waves, retro comics, pirates, 4o's and 5o's trademarks and logos etc



Consider the personality of your surfwear product
e.g.The American Pig Brand (apb) concept is a direct reflection of the remarkable and often excessive qualities of American culture. apb celebrates large Sport Utility  Vehicles, 24 hour drive-thrus, pre-approved platinum credit cards, and other distinguishing characteristics of American life. apb has potential to portray both positive and negative views of the exceedingly prosperous American lifestyle.


Develop a name and a signature for the product.
Brainstorm and select an original and appropriate brand name for your range.
Use the design synetic techniques.

Design and develop a visual identity for your brand.
i.e. colour palette, symbols, typography, textures and images appropriate to the consumer.

Present a storyboard due week (%)
Storyboard requrements:
approx. 1 X A1 or 2 x A2 or 8 x A4 Foamcore/corflute. Your storyboard can be shaped.
graphically creative portraying "the look" of the surfwear range with a collage of drawings, photos, magazine tear sheets etc.
show brand name alternatives list with chosen name indicated
development of concepts
logo concepts and design development
colour pallette
swatches / samples of colours and materials to be used
samples of fonts and typography.
accompanying screen visuals


SURFWEAR PROGRAMME
1. week beginning 16/07/07
Surfwear
Brief given
What is branding? revision Show dvd and worksheet 60 mins
fashion historical slideshow? 10 min
class brainstorming/mindmapping session :types of surfwear, type of imagery , personality of existing surfwear- what's the difference between mambo, billabong and others 100 min
Homework:
Commence in class and finish for next week 200wd profile of potential market.
This is to be typewritten and be uploaded as a post to blog by beginning of class week 2

2. week beginning 23/07/07
Surfwear
Show video-"Logos and labels" 30min
Examine the Surfwear logo 30min
Present 200 word profile class/teacherto view blog
Develop a name and a signature for the product. use guide above
Conduct and record class brainstorming- possible names and product 120 min
Introduce initial concepts
Homework:
further research investigate the marketplace.
Further brainstorm the individual, class, groups
commence thumbnailling
commence preparation and collection for storyboard/ moodboard

3 week beginning- 30/07/07
Surfwear
show past student work.
Continue with development of concepts.
classwork: Further brainstorm possible names in small groups/ possible excursion
Continue to Thumbnail and research.
Tutorial time with individuals
Homework:
Refine individual brief/ profile on the basis of class and teacher feedback.
Complete 15 labelled thumbnails for logo Streetwear storyboard
Present concepts for storyboard to class and teacher

4 week beginning 6/08/07
Surfwear
present initial thumbnails and research
Tutorial time with individuals
homework:
Commence collecting images, swatches etc for storyboard , research

5 week beginning13/08/07
Surfwear
refine selected thumbnails of logo, fabric and fashion designs on the basis of feedback given
Tutorial time with individuals
Homework:
refine selected thumbnails of logo, fabric and fashion designs
6 week beginning 20/08/07
Surfwear
further refine selected thumbnails of logo, fabric and fashion designs on the basis of feedback given
refine typography for logo
present final choice for logo. Take into Craig's class to finish in illustrator to use for final shop model signage applications and branding for surfwear
Tutorial time with individuals
homework: refine concepts further

7 week beginning 27/08/07
Surfwear
commence prototypes for fabric and fashions designs and samples including tshirt
Tutorial time with individuals
homework: continue fabric and fashions designs and samples

8 week beginning 3/09/07
Surfwear
continue prototypes for fabric and fashions designs and samples including tshirt
Tutorial time with individuals
homework: complete fabric and fashions designs and samples

9 week beginning
10/09/07
Surfwear due
5 minute verbal with class teacher feedback.(5%)
accompanying the presentation of package.
300 wd profile
design process thumbnails/ research
logo development with final logo
storyboard
resolved fabric and fashions designs and samples including tshirt
end of brief

Key competencies you will be assessed on

Collecting, organising and analysing information
Clarifying and interpreting the brief
Communicating ideas and information
Designing and making a wearable object which is consistent with the selected approach and brief
Planning and organising activities
Identifying possible approaches to the design of wearable objects
Working with others and in teams
Working with client or user
Using mathematical ideas and techniques
Calculating material requirements and costs
Solving problems
Refining the approach
Using technologyUsing equipment

my shop

PROPAGANDA APPAREL

youth and adults from the age of 12 up to 35.

My shop will have an awesome style of its own it is a place of social gatherings and stylish good times. It’s a place were you are accepted to be who you are and supported to flourish in your every day life.

The style of shop is a mixture of punk, skater, hip-hop
.
Shop style
My shop is covered in Graff art with a raw edgy feeling while at the same time it is welcoming with couches to relax on while listening to the in house DJ

There will be weekends where we will have sk8 teams come in for signage days
Other days where kids come into the shop and learn about Graff art and respect for property.

We will sponsor local events and fundraisers
Have monthly fashion shows with our products

The shop will support all local events and charities and work towards keeping youth off the streets we want them to feel apart of something

My crew
leave their judgments at the door they make all our customers feel apart of the PROPAGANDA family
It is important that all staff and customers interact in a fun filled atmosphere.

Advertisement
There will be a monthly PRPAGANDA mag, which the staff put together. It will promote aupcoming events
Upcoming promotions
Skater of the month
Competitions
New products as well as how our sk8 team is going

Other advertisement will include banners at our local events
Internet store
Our mag
Word of mouth








Products
Men’s and women’s clothing and accessories such as;
Denim
Sunnies
Belts and buckles
Hats
Watches
Sk8boards and acc
Shoes

Types of labels we like are
Zoo York, RDS, Skull Sk8, DC, Rusty, Smiths, Mavi

ALYCES BRAND

My surf label is for girls aged between 13 and 25. i want to have lots of bright colours, patterns, beading, shimmer. There will be different styles of bikinis, dresses, shorts, tops also accesories like bangles, sunnies etc. When girls wear the clothes i want them to feel confident and pretty. i want the clothes to represent fun and energy. i was inspired by brands such as tiger-lily, roxy and mink pink. girls would wear these clothes to the beach shopping, on holidays and some of the dresses and can go from day to night. the patterns will be fun and cute yet totaly different. i want the brand to have an energetic bubbly appeal. It will be stocked at all major surf shops and also have its own stores.

SHOP:

I want the shop to have a lively bubbly atmosphere. i want one of the walls to be a bightly coloured patterned feature wall. the floors will have a marbel look and the counter will be a wooden antic, i want there to be a stand for the accesories i find that will make it easier for customers to try on sunnies etc. and it will also allow more space. There will be a backseat of an old car for a lounge. I also want dangling lights, and long mirrors all around the store to make it seem bigger. The shelves will be long and against the walls and a few small racks through the centre of the store. The window displays will be fun and colourful. The change rooms will be located down the back of the store it their own section. They will have full length mirrors and one on each wall in every change room allowing the customer to see every angle of their body. There will also be a mirror outside the change rooms. In the hall way out side the change rooms i want the wall to be a hot pink feature wall.

gabrielles brand words

BRAND
my brand Fruit Huggers is going to acsessorise the beach bums of Australia the with fine swimwear for all shapes and sizes the brazilian type and the norm, sundressers, t's, bordies with wicked prints, walk pants, singlets, hats and all the needs and wants for the beach. the girls range will be called peaches and the guys are bananas.
my fashion will make u feel comfortable through out the hot summer that always comes our way.some of the clothes will have hand beading on them to give them a different look to the otheres in the range. the colours that i want to use will be some of the earthy tones like the browns, greens ant the blacks. also the blues, yellows whits and mabey some creams
im designing for the age group of 16-30. my influence is thethe hot summer and the kind of weather where u dint want to put anything on. i think u could wear it in most places mainly designing for the beach.
i want my designd to make the person to feel comfortable and know that they look good.
SHOP
My brand will be owned, made, sold around Australia. my shops will be sutuated right in the beach. I have always liked the dark wooden balinese look in surf shops.i want dark wooden floor baords, the graphics on the girls wall will be a mermid eating a banana and the graphics on the boys side will be a merman eating a peach.

cara- Opulance

A designer boutique label for women’s high class year round beach and formal fashion. Sleek elegance infused with an attitude of bold confidence and glamour. A powerful style of rich sophistication, strong and sexy. The Opulence line of fashion swimwear, day and evening ware and accessories will be available exclusively from our retail outlets located in Paris, Milan, London, New York, Las Angeles, Tokyo, Melbourne and Sydney.

All retail out lets have high ceilings with crystal chandlers, black marble pillars, sensual water features, frosted glass and dark wood doors and black polished marble floors with logo embedded. Fittings are polished silver, black leather lounges and dark wood features with floor to ceiling mirrors and white chocolate Italian wall tiles, plasma screens and multi directional projectors will be showing fashion parades and music videos from around the globe.

Opulence proudly present the stunning spring /summer debut collection at the
Rosemount Australian Fashion Week's (RAFW) Spring Summer 2007/08 Collections at Circular Quay in Sydney. The best emerging and established designers from Australia and the Asia Pacific will preview their collections to some of the world's most significant buyers, media and key industry influencers.

The Opulence target market is affluent, powerful and glamorous women 20+ and will adorn the elite and beautiful at beaches, sailing and boating, day time social events and evening formal and semi formal events.

BOADICEA SURF WARRIOR WEAR

BOADICEA SURF WARRIER WEAR

MISSION
• Boadicea Surf Warrior Wear aims to serve humankind and the environment by providing affordable, modern, natural hemp products for a sustainable future.
It means hard work and investing a lot of time and money into research and development. Australia needs support, in particular from retailers. Buy and try one of our products and see for your self the advantages of hemp.
Support hemp farmers worldwide, buy hemp products!

LOGO
• Gold Celtic Cross to be used on advertising: labels, store bags, front door mat, eBay shop, cash register dockets etc

TARGET MARKET
• Family Focus – all ages

MATERIAL / PRODUCTS
• HEMP
• Focus on eco-friendly, durability, manufacturing costs, recycling

Includes shoes, sandals, assorted clothing for the entire family, hats and caps, bags, beach towels, wallets, jewellery, variety of hair and skin care products, lip balms, hand cream, body butters, after-sun care, sunscreen 30+UV protection.
All personal care products will be made using pure hemp seed oil in the
user-friendly affordable ingredients

SHOP
• Bare bleached floorboards with a parquetry design including hemp rope
• Counters – marine decking theme with hemp ropes and sails
• Racks and displays – driftwood, logs and hemp ropes

Aimee's Shop n Brand

Misty designs, produces and distributes clothing, accessories and related products for young-minded females and develops a brand that represent a casual lifestyle-driven from a board-riding heritage.
Misty offers more diversity in its Girl's Surf wear ranges then you could ask for.
From our ultimate variety of swimwear, tops, bottoms, Jackets, accessories and boards - we've got plenty for everyone.
Misty’s Spring/ Summer 2007 range includes plenty of vibrant fluoro typography, illustration and animal print fabrics, Mixing Retro, rebel, feminine and fun. Misty’s Products are sold throughout the world, with shops located throughout North America, South America, Africa, Europe and Australia pacific.
Our commitment to build huge stores in the best malls, that are heaps of fun to visit, has made Misty shops a great place to hang out when your shopping with your friends. By getting inspiration from all over the world, and from all forms of electronic media, we keep the shops fresh by staying in touch with what you want from us.
Misty has a simple philosophy of employing the people that live the Misty life so you are giving what you want, when you want it. Misty is not just a shop it’s playing a part in the day-to-day life of youth culture and lifestyle.
Misty is more than just somewhere to score the latest clothes it’s a great place to hang out and meet up with your friends with video games, plasma screens, photography and a healthy juice bar located in each store.
Beaches at night are covered by a coating of mist this is where the name misty comes from.