Mulberry new concept

While working on the group project, we have been asked to come up with a new concept for our chosen brand. Something that will bring the label back to life, boost its sales, and make it recognized and respected within the industry. Our brand was Mulberry. Personally, I found it very hard to think of something that will make them stand out from the crowded circle of fashion designer labels. There is a lot that has already been done by everyone, some of which has proven to be a real boost, or a failure. It is difficult to be able to think of something that goes with your brands identity, as well as, future plans the company already has.

We have decided to collaborate on a perfume campaign with an Australian artist - Victoria Garcia. The reason we chose her, was to be able to make the brand stand out from its competitors. She is a very popular illustrator, inspired by nature and all the wild things. Mulberry is a tree - strongly rooted, this is what the brand would also like to be like. Collaborating with Victoria Garcia will give them the chance to bring out the heritage of nature from the core of Mulberry.

Garcia was to design the print to be used on packaging and the perfume itself. We have come up with ad campaigns, as well as, visual merchandising and a launch party to introduce the new project to the world. Everything has been well thought of and questioned plenty of time. Below are a few slides from the group presentation.

xoxo