Trademarks
Calibrè Fashion
The chain of Edgars stores launched a range of fashionable menswear in the 90's. The styling changed over time from conservative to very masculine. Edgars wanted to signal this change and commissioned Trademark Design to provide a strategy and design solution as research showed men would associate Calibrè as conservative while the target group were wanting a more masculine trend. Our proposal was to incorporate the recognised male symbol with the name, this was first thought of as risky, however after preliminary research it proved positive. Edgars were delighted with the result.
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The chain of Edgars stores launched a range of fashionable menswear in the 90's. The styling changed over time from conservative to very masculine. Edgars wanted to signal this change and commissioned Trademark Design to provide a strategy and design solution as research showed men would associate Calibrè as conservative while the target group were wanting a more masculine trend. Our proposal was to incorporate the recognised male symbol with the name, this was first thought of as risky, however after preliminary research it proved positive. Edgars were delighted with the result.
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Edgars
Edgars department stores is the leading retailer of clothing, footwear, textiles and accessories in Southern Africa. It is an international tradition for stores of this caliber to promote the holiday season with a festive theme. Trademark Design's strategy was to promote the feeling of generosity by creating a visual endorsement to the positioning promise of "Christmas a time for giving". The design solution was applied to all window displays, carry bags, point of sale collateral and adverting over a 6 week period.
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Edgars department stores is the leading retailer of clothing, footwear, textiles and accessories in Southern Africa. It is an international tradition for stores of this caliber to promote the holiday season with a festive theme. Trademark Design's strategy was to promote the feeling of generosity by creating a visual endorsement to the positioning promise of "Christmas a time for giving". The design solution was applied to all window displays, carry bags, point of sale collateral and adverting over a 6 week period.
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H2°
Edgards department stores is the leading retailer of clothing, footwear, textiles and accessories in Southern Africa. Customer service deliverables is a merchandise offering that provides a dominant assortment of trendy and fashionable product that represents clear value in terms of both quality and price. H2° is a range of fashionable beach and swimwear tailored to attract a younger jet-set market of the late 80's. The trademark is simply a splash of blue, aqua coloured water... H2°.
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Edgards department stores is the leading retailer of clothing, footwear, textiles and accessories in Southern Africa. Customer service deliverables is a merchandise offering that provides a dominant assortment of trendy and fashionable product that represents clear value in terms of both quality and price. H2° is a range of fashionable beach and swimwear tailored to attract a younger jet-set market of the late 80's. The trademark is simply a splash of blue, aqua coloured water... H2°.
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Enzio
Edgars stores launched a new range of Italian styled menswear. The distinctive clothing needed to be identified as Italian through the media to in-store, as the premium pricing was thought to be a marketing concern. Trademark Design developed a strategy to name and identify the brand as Italian/European. This was achieved with the salubrious name of "Enzio" (synonymous with Ferrari) and the trademark having a similarity of the Euro currency symbol.
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Edgars stores launched a new range of Italian styled menswear. The distinctive clothing needed to be identified as Italian through the media to in-store, as the premium pricing was thought to be a marketing concern. Trademark Design developed a strategy to name and identify the brand as Italian/European. This was achieved with the salubrious name of "Enzio" (synonymous with Ferrari) and the trademark having a similarity of the Euro currency symbol.
> Read more
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