VOGUE (RE)BRANDING
A MANIFESTO ON TRANSFORMING VOGUE INTO A DISTINCTIVE AND APPEALING BRAND IN KOREA.
A French brand with big ambitions in Korea, Vogues wants to be the 1st choice of conventional super slim smokers who value quality of life. But first, Vogue has to become the alternative to Esse - with the market leader. To get smokers to switch, Vogue must present itself as a real choice with a compelling point of view that they can relate to. Vogue is down-to-earth. It is not overly trendy or sophisticated. Neither is it simplistic or out-of fashion. Instead of a fashion victim, Vogue is simple and casual in taste. It behaves like a gentleman. It is easy and never extreme. Emotional and intelligent as opposed to being philosophical and challenging. It is a people’s person, not a salesman.
Ultimately, the smoking experience is a collective exhalation that is made more enjoyable with Vogue
because it is a “shared pleasure”.
*Vogue is the code of good times, the tobacco equivalent of ‘cheers’
A MANIFESTO ON TRANSFORMING VOGUE INTO A DISTINCTIVE AND APPEALING BRAND IN KOREA.
A French brand with big ambitions in Korea, Vogues wants to be the 1st choice of conventional super slim smokers who value quality of life. But first, Vogue has to become the alternative to Esse - with the market leader. To get smokers to switch, Vogue must present itself as a real choice with a compelling point of view that they can relate to. Vogue is down-to-earth. It is not overly trendy or sophisticated. Neither is it simplistic or out-of fashion. Instead of a fashion victim, Vogue is simple and casual in taste. It behaves like a gentleman. It is easy and never extreme. Emotional and intelligent as opposed to being philosophical and challenging. It is a people’s person, not a salesman.
Ultimately, the smoking experience is a collective exhalation that is made more enjoyable with Vogue
because it is a “shared pleasure”.
*Vogue is the code of good times, the tobacco equivalent of ‘cheers’
How do we speak?
How do we look?
Our consumers may not be ultra fashion-conscious metrosexuals like David Beckham or pop star Rain. But it is still a basic human need to want to look good to some extent. And being middle class in a modern society of an industrialised nation with international exposure, our consumers appreciate a little respectable taste in appearance. So aesthetically, our look has to take on a more urban and international slant to match their quality of life.
Style Contemporary | Minimalist | Refined | Distinctive | Fresh | Urbane | Cultured.
As we are changing the packaging, the best way to manage sentiments is to keep the one thing that is most prominent of a brand and that is the logotype. After all, the characteristics of the current logo fit into the equation of the brand personality.
Our voice is friendly but not fake, lively but not loud.
Our choice of words is simple and down-to-earth, gracious and hospitable.
We look at you at your level when we speak. We do not talk down at you or talk up to you.
We speak with empathy, adding depth to our naturally warm and welcoming voice.
We are balanced and real. Because we are that “buddy” voice. A buddy who is always inviting our consumers to step into the lighter side of life. An invitation shaped by our belief to share the little pleasures in life with each other.
How do we look?
Our consumers may not be ultra fashion-conscious metrosexuals like David Beckham or pop star Rain. But it is still a basic human need to want to look good to some extent. And being middle class in a modern society of an industrialised nation with international exposure, our consumers appreciate a little respectable taste in appearance. So aesthetically, our look has to take on a more urban and international slant to match their quality of life.
Style Contemporary | Minimalist | Refined | Distinctive | Fresh | Urbane | Cultured.
As we are changing the packaging, the best way to manage sentiments is to keep the one thing that is most prominent of a brand and that is the logotype. After all, the characteristics of the current logo fit into the equation of the brand personality.
ROUND ONE
OPTION 01 SHARE IT, SAVOUR IT.
OPTION 02 COME ON OVER.
OPTION 03 GOOD TIMES AHEAD, SHALL WE?
OPTION 04 WELCOME TO YOUR V SPACE.
ROUND TWO
VOGUE SPACE - COME ON OVER
TEASER | LAUNCH (PRODUCT DRIVEN) | REINFORCE (BRANDING)
TEASER | LAUNCH (PRODUCT DRIVEN) | REINFORCE (BRANDING)
ROUND THREE
VOGUE FOR GOOD TIMES - V IN THE MOMENT
(SUBTLE 'V' SHAPE APPEARING IN ALL COMMUNICATION VISUAL)
(SUBTLE 'V' SHAPE APPEARING IN ALL COMMUNICATION VISUAL)
ROUND FOUR
VOGUE FOR GOOD TIMES - COME ON OVER. TO VOGUE.
UTILIZING THE DEPTH OF FIELD CREATED BY THE 'V' FOREGROUND TO INVITE
READER TO COME ON (CROSS) OVER TO THE VOGUE SIDE; THE GOOD TIMES.
UTILIZING THE DEPTH OF FIELD CREATED BY THE 'V' FOREGROUND TO INVITE
READER TO COME ON (CROSS) OVER TO THE VOGUE SIDE; THE GOOD TIMES.
