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DANIELLE MUNTYAN
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DANIELLE MUNTYAN
CONCEPT & MISSON STATEMENT:
MONO is a feeling, a state of mind, an attitude, a lifestyle, an art, a way of being. MONO is a form of expression,
through its luxury shapes, textiles and structures.
Specialising on meticulously bespoke monochromatic pieces, MONO becomes a destination for sophisticated and
elegant womenswear, shoes and accessories.
As a fashion retailer and e-commerce retailer, MONO embodies a highly interactive and accessible platform for the
brand to express its unique fashion diction, as well as propogating remarkable experiences for the fashion retailer.
With a fagship store based on Sloane Street, London, MONO is building a highly reputable name, which is being
endorsed by socialites, celebrities, and recognised by Vogue UK. Its e-fagship store allows luxury goods to be
shipped and recognised worldwide, sharing new fashion with international culture.
Within the next 5 years, MONO is set to expand to menswear, along with the opening of a fagship store set to
launch in New York.
Through its offerings, every aspect of MONOs identity and brand is built to tailor for its target audience, whilst
continuing to exceed the expectations of the industry.
The identity of the brand itself has been designed to showcase the concept, using a monochromatic colourscheme
and structured visuals, whilst maintaining an integrity for luxury.
TARGET AUDIENCE:
MONO holds a strong, focused target market audience which falls into 3 categories. These are as follows:
Primary Target Audience:
Typically a 25-30 year old female, who cares about her image and style. She cares about luxury products and lives
the luxury lifestyle. She has a good career with disposible income. Whilst being interested in fashion, she doesnt
follow all fashion trends and enjoys key, statement pieces. Lives in a city location alone, or with her partner.
Secondary Target Audience:
30-35 year old women, who still consider themselves fashionable and on trend. She would live a similar lifestyle to
that of the primary target audience, however would be more mature, and possibly settled down.
Tertiary Target Audience:
The fashion industry and associative press, specifcally:
Magazine Editors
Stylists
Journalists
Models
Press
Celebrities
Socialites
TONE OF VOICE:
MONO holds a luxury, up-market tone of voice throughout the branding and identity, the products and its British
background. The brand is said to be:
High-end
Luxurious
Sophisticated
Structured
Bold
Elegant
Classic
Tailored
Timeless
Authoritive
Dominant
Chic
Exclusive
Valuable
VISUAL LANGUAGE:
Strong monochomatic visuals and aesthetics are used throughout to ensure consistency of the brand and concept.
Vinyl application and use of the MONO logo pull together the visual language with a minimal, clean, rich aesthetic.
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DANIELLE MUNTYAN
LOGO:
Custom Type
BODY COPY:
Helvetica Neue
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
!@$%^&*()_+-=:;,.?
TYPE CHOICES:
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DANIELLE MUNTYAN
LOCATION & EXTERIOR:
The fagship store is located on Sloane Street, London and the exterior of the MONO store will not change. It is
designed to refect structure and architecture in the most luxurious form.
221 Sloane Street
London
W1A 1EX
United Kingdom
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DANIELLE MUNTYAN
INTERIOR:
The interior of the store will remain monochrome in colour scheme and use seasonal imagery to reference the current
collection on offer in store.
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DANIELLE MUNTYAN
PRINTED MATERIAL:
A large range of branded collateral to ensure the smooth running and consistency of a fashion line and store.
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PRODUCT TAGS
Black vinyl & crisp white stock have been used for die-cutting to ensure a high-quality, high-end aesthetic and fnish.
The tag would feature, price, bar code, item number, size and logo, and would be attached via black silk ribbon.
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DANIELLE MUNTYAN
BRAND GUIDELINES:
A Japanese-style stab-stitched book has been put together stating the
brand guidelines for all branding & identity elements.
The guidelines would be used by future designers for upcoming
fashion seasons. Branding/changes may be applied overtime to the
website, press invites, advertising and printed materials such as the
seasonal look books.
A contents list has been provided below, to show the indepth branding
information which is shown within the publication.
1. INTRODUCTION
1.1. Mission Statement
1.2. Target Market
1.3. Brand Positioning
1.4. Tone of Voice
2. VISUALS
2.1. The Logo
2.2. Logo Size
2.3. Logo Positioning
2.4. Logo Isolation
2.5. Logo Misuse
2.6. Colour Scheme
2.7. Typography
2.8. Typography Sizing & Colour
3. PRINTED MEDIA
3.1. Imagery
3.2. Letterhead Layout
3.3. Poster Layout
3.4. Business Card Layout
3.5. Look Book Layout
3.6. Press Invites Layout
3.7. Reproduction
3.8. Advertising & Examples
4. WEB PRESENCE & INTERACTIVITY
4.1. Navigation & Pages
4.2. Usage
4.3. Interactivy & Print
4.4. Layout & Grid
4.5. Web Mock-Ups
5. LOCATION
5.1. Exterior
5.2. Interior
5.3. Location & Contact
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LOOK BOOK:
The look books will change seasonally and come with an A4 promotional poster, however they will follow a layout
structure. Each page features a QR code which allows direct access to product information on the website - photo,
video and links to the e-store. Each code is different linking to a different page.
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STATIONARY:
MONO as a brand wants to push printed media and digital media throughout its collateral, as well as creating
engagement with the brand. This is shown heavily through the printed elements, i.e. business cards will always have
a QR code which links directly to the contact page. By placing codes rather than contact details on the reverse,
MONO hopes to cause a sense of secrecy and modern technology.
The design aesthetic is continuous in terms of brand photography and use of the logo (in terms of size, placement
and material).
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DANIELLE MUNTYAN
PRESS INVITES:
The press invite folows a structure applied to each seasons shows. As seen in other elements the imagery is
changed relative to season. Two invites are sent out at the same time, one for S/S and one for the A/W collections.
The invites will be sent out directly to VIPs, Press, Photographers and Journalists to Fashion Shows and other MONO
events which may take place throughout the year.
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RECEIPT & HOLDER:
To add additional luxuriousness and quality to the receipt, it has been printed on silk stock, and held within a die-cut,
photography and vinyl based holder.
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PRODUCT PACKAGING & GIFT BAGS:
A range of packaging has been designed and produced with thick, silk matte stock showcasing a high-end, luxury
fnish. Dependant on size, the packaging features a die-cut or vinyl based logo. Each package contains printed tissue
paper for wrapping, and features a ribbon-tie, or a clasp closure for security.
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COAT HANGERS & CHANGING ROOM TAGS:
Black wooden coat hangers and changing room tags have been laser cut to add additional personality and brand
solidity to the interior store. Clothing would be displayed with the custom hangers, whilst the changing room tags
would ft over two pins on the changing room door to show it is occupied. It can then be easily removed and stored.
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DIGITAL MEDIA:
A website has been designed to ensure smooth running of the brand and the e-store, which can be accessed via
QR codes on printed collateral or by going directly to www.monowear.com.
Designed to be fully responsive to scale and orientation, a mock-up is shown above to demonstrate this feature.
PAGES: Collections: A/W/S/S collections shown as a
Home Page: Access to Pages series of images and as a catwalk video.
Changing Landing Imagery Links to Look Book & E-Store
Search Bar E-Store: Buy Products
The World of Mono: About Mono Look Book: Digital Version of printed publication
Brand Story Stores: Location and Contact Details
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WEBSITE:
A clean, minimal and monochromatic approach has been taken in regards to website design, ensuring a high-end
tone of voice which refects the brand. Navigation can be seen below, ensuring easy interaction and engagement
with the user.
Home Page - The World of Mono - Collections - Look Book - Stores - E-Store
- Photos
- Videos
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ADVERTISING:
Advertising will be continuosly designed for different collections, seasons and product lines such as shoes, and
accessories. All advertising should use the brand guidelines whilst designing and refect the brand in the strongest
form, ensuring the logo is used.
Approved forms of advertising are listed below:
Magazine Advertisments
Billboards
Bus Stops
Online Blogs
Online Magazines
Celebrity Endorsements
Harvey Nichols Website
MONO Website
Press Invites/Fashion Week
Examples of advertising can be seen on this page.
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ADVERTISING:
The magazine advert features a QR code linking directly to the website so collections can be viewed or items can
be bought. Double page spreads as shown above would be seen in luxury fashion magazines such as, Vogue and
Harpers Bazaar.
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DANIELLE MUNTYAN
FUTURE PROPOSALS:
Within the next 5 years, MONO would like to expand to Menswear, creating a co-fashion line called MONO MAN,
and launch a US Flagship Store on 5th Avenue in New York City, NY.
Within the next 10 years, MONO would like to be recognised as a household name, and be seen as prestigious as
well as luxurious by an international fan and consumer base.
AUGMENTED REALITY & INTERACTIVITY::
As noted previously before, MONO would like to push the boundaries between print and digital based fashion.
PRINTED MEDIA, DIGITAL INTERACTIVITY:
Printed media, i.e. business cards and look books will always have a QR code which links directly to the contact
page/e-store depending on the code used.
The QR codes are also shown on the digital version of the look book which can be seen online. When a product is
selected from the look book, the website directs the user to the approriate product on the e-store.
DIGITAL MEDIA, INTERACTIVITY:
The website uses interactive elements to engage with the user.
Recognised and approved ways of digital interactivity are listed below:
Interactive Collections - Links to E-Store
Videos - Catwalk and Product Close-Ups
QR Codes via Digital Look Book
Product Links via Look Book
App/Social Media Links, i.e. Instagram Links