imperfection

BRANDING | SOFT GOODS | PACKAGING 

THE CHALLENGE

Our imperfections and our scars make us who we are, which is why I wanted the imperfection brand to celebrate them. Society upholds an unattainable standard of perfection and this is a way of saying no to that. All of the goods would be made from leather scrapped from the automotive industry to demonstrate the belief that every part is enough, just the way it is.

 THE APPROACH

This brand is tailored towards young and hungry working professionals that are looking for leather goods to help them balance all of their roles they fill throughout the day. Whether it is working in the office, on the go, or meeting up with friends afterwards, they need stylish leather goods that carry all of their essentials in a simple and convenient way.

THE SOLUTIOn: the Charlene

Our leading lady is the Charlene bag. This bag was inspired by an iconic cow that went by the name of Charlene Mooken. Her bravery and “I don’t give a f*ck” attitude was on display when she hopped a fence and evaded capture for almost two weeks in 2002. You go girl.

The Charlene is the perfect bag for someone living constantly on the go, or maybe even on the run? Whether it’s working in the office, on the go, or meeting up with friends afterwards, this bag is what you’ve been waiting for.

The bag converts from a backpack to an over the shoulder bag with one swift pull of the strap. It is meant to carry all of your essentials in the simplest and most convenient way. Made from 100% up-cycled leather waste from the automotive industry, each color way is unique and quantity is limited.

THE STRATEGY

Understanding where and how this brand can best come to life for consumers.

Digital presence

In an attempt to minimize start-up costs, the leather goods would be purely sold via an on-line boutique. Fans of the brand can stay up to date with the newest patterns and color ways by following us on either Instagram or Facebook.

delivery

Being an on-line boutique means that their is an opportunity to offer customers a unique unboxing experience. The experience should convey the brand’s tongue in cheek tone, but not enough that the box is kept lying around afterwards. The package provides a simple introduction to the brand via the thank you and care card and can then be recycled.