Tribe Alice
"Create a moodboard, brand name, logo, web design, strategy and social posts for an up-and-coming marketplace for Australian and US female activewear".
Brief - Create a brand for a female activewear website, aimed at 18-35 year old's, selling Australian and US activewear. The owner noticed a gap in the market for multi-functional, fashionable activewear and that people who wanted those items had to pay large shipping fees and taxes to get them. They wanted a platform to act as a middleman and bring the products directly to people in the UK.
Research - Activewear is becoming more of an everyday staple for busy women for its versatility and ease. There is a want and need for on-trend, feminine activewear and the branding should reflect this.
Implementation - I chose to tackle this brief as a solo project and so all ideas, concepts and designs are my own. I wanted to use feminine colours such as pinks, light blue and purples, but then contrast the softer tones with harsher colours and textures such as dark grey, stone and woodland imagery.
The overall appearance of the branding is feminine yet strong, which is emulated in the brand name. I chose Tribe Alice because the word "tribe" shows that the brand is inclusive and strong; Every member of a tribe is important and so is the customer. The name Alice is very feminine and also has connotations to Alice in Wonderland, an independent, adventurous and unique young woman. Together Tribe Alice makes the customer feel like they are a part of something bigger and by shopping on the website, they too will be independent, unique and adventurous.
The name came from wanting the brand to sound like it is uniting women under the wing of a tribe. A tribe is powerful, unique, strong and works as a team but every individual matters and is needed. Alice is a female name which makes the brand sound more feminine and is a connotation to Alice In Wonderland, who was adventurous and independent. The typeface is modern and the simplicity of it makes it appear high-end. The slash in the middle separates the meaning of the names, but also provides movement to the logo.
I used a mixture of the softer and harsher tones on the website and also added in some brighter purple colours as a contrast. The different blocks of colour makes the site look sporty and the angle of the highlighted sections gives the page movement.
On the left side I put all of the competitors to assess the current market and on the right side I created a logo moodboard for the logo I wanted to create.
An example of the types of images that would go on the Instagram. The overall theme is similar to the website but also shows more greenery where the models/influencers are wearing the brands outside for everyday tasks.
Initial Ideas
These are the initial mock-ups that I created for the brand. I then decided to take the branding down a sportier route.
I initially went for a lot more pinks and greys which is a lot more feminine, however I feel this branding is very trend-driven and would look out-dated after a short period of time. I also intially wanted emphasis the "tribe" part of the brand, however in the end I didn't feel that the branding matched what the brand itself was about.
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Sketches
When brainstorming ideas for brand names and logos, I like to keep everything in a small sketchbook and jot down anything that comes to mind or might give me inspiration.
I started off by writing down any words that came to mind such as "dusky", "sable" and "dotty" - no matter what the word was, I wrote it down ("orb" and "flail")!
Eventually, I started to find certain words that fit the brand, such as "slate", "lime" and "raw" which I played around with to see what names I could make out of them. There were a few which stood out to me such as "Joii", however I felt that this was too close to the clothing and accessories brand "Joy" that already exists.
Once I felt settled on "Tribe Alice", I played around with different typefaces and logo designs until I found a style that I liked.
