REBRANDING KEN SCOTT
PERSONALISED RECYCLED PLASTIC BUTTONS WITH METALLIC PAINT COVERAGE
FOULARDS
PERSONALISED RECYCLED PLASTIC BUTTONS
CONVERSE PARTNERSHIP PERSONALISED AND DONE WITH LEFTOVER AND RECYCLED PLASTIC SOLES
RECYCLED PLASTIC EARINGS WITH METALLIC PAINT COVERAGE
The “MAKE IT YOUR OWN” section is dedicated to the personalisation of essential and simple pieces of the brand to fit the costumer’s personal taste. With the leftover fabrics and prints of the collection the client will be able to choose one of the shapes provided and construct as they want using even all the prints available. That means they can create a patchwork piece or a simple printed garment, giving them the opportunity of being part of the creative process of the brand, and making their own way of expressing themselves through the colour and prints of their choice.
WHIMSICALITY
Create a whimsical lifestyle where the joy of living is reflected in every aspect of life.
SUSTAINABILITY
Create a lifestyle experience where the joy of living comes also from conscious shopping.
INCLUSIVITY
Create a world of limitless expression regarding gender and sexuality.
The joy of living
VALUES
MISSION
Create a lifestyle of expression and joy through the use of colour to change
your mood.
VISION
BRANDING EXPERIENCE
WINDOW DISPLAY
When it comes to the branding experience for the relaunching of Ken Scott, it is important to have in mind the same thought that guided the creation of the collection, which is the essence of the original designer: 'la gioia di vivere’, also known as the joy of living. As the brand vision states, besides orienting the creative process of the pieces, the costumer will experience, and open space of as uplifting joy, exploring and discovering the many ways of expressing themselves through colour and prints.
The store will be an colourful immersion experience of the Ken Scott lifestyle, bringing flowers, prints and feelings as the focus point of the experience. Firstly as the innovative and whimsical brand tool, the store will bring in the window display a scene of an action that speaks to what the prints in the collection are talking about. In this particular case, the scene will be of an italian dinner, a wooden table, with the Ken Scott italian red check print, a plate of pasta with pomodoro sauce and in the position of the chair, a painting. The artwork will be of a mannequin dressed in the garments from the collection coming out of the frame.
Secondly, as the costumer passes the always open doors, the store is constructed with recycled colourful plastic plaques on the floor and white walls, creating a contemporary atmosphere, embracing sustainable ideas for interior design and creating a visual where the colour of the clothes are brighter then ever. Alongside the walls the racks are constructed recycled metal, in the form of huge forks and one string of pasta connecting them simulating a wire where to put the hangers, and create a visual that connects with the restaurant inside.
The clothes are exposed without any separation between men’s and women’s section, but you see the prints and garments organised in a satisfying and coordinated way. The first rack presents more darker and not printed pieces from the collection, evolving to the second one which has more blue and pink tones presenting a bit of colour blocking and print details, the next with pieces with more predominant use of print, and so it goes until the last where you see a explosion of prints and colours, mixed up all together.
In addition to the narrative of colour and prints, each piece has on its tag a message based on the main colour of the piece and it’s psychological effect according colour therapy: “this garment was designed to bring you calmness” (for example), and so on according to each prints and piece. Accompanying the tag, a QR code will lead the costumer to the website where the behind the scenes of the collection will show the creative process and a text will explain how each colour can psychologically help you improve your mood and bring you joy. The sizes of the garments will be divided not in XS, S, M, L, XL and XXL, but in 1, 2, 3, 4, 5 and etc, as a way of not creating a pre-judgment feeling regarding the costumer’s size and create a numerical inclusivity. Besides that informations regarding the sustainable aspects of the garment, such as fabrics and recycled plastic buttons, will be available online engaging a more conscious shopping experience.
Thirdly, the store will not be just a store, but a happening. The space will include a bar and a restaurant where anyone can choose to go even if its not to look at the garments or even shop. The bar will also be made of recycled plastic plaques, matching the walls, and an embossed “KS” on the wall. It will include light and colourful drinks inspired and named by the prints which will be available for costumers and will be integrated with store without any separation, bringing the sense of inclusivity. The restaurant will offer new menus every other month with dishes inspired by the prints of the collection. The pasta plates will involve a partnership with the food artist Fiona Ashar and will deliver italian food like you never seen before, rigatoni, penne, spaghetti and so on mirroring the colours of the collection engaging joy in all senses. The tables will also include the colour therapy information where the napkin will have all the written information regarding that table’s colour, matching with the dishes and table cloth, turning the meal into a whimsical world.
The client will also have the opportunity to create for him self his utmost joyful experience, created and designed by him. The relaunching of Ken Scott will include a leftover session, where 3 basic garments can be created by the costumer as a patchwork piece using the leftover fabrics of the production. Not only that but also the accessories can be personalised, have the base fabric for either the hat, cap or converse , the client can on either submit online, or at the store create him self an artwork which will be printed and delivered to his address as unique and personal experience. In this way the individual creates for him self a piece the is only his and his own reflection of his inner joy.
Finally to engage even more the consciousness of the consumer the shopping bag will be optional. Trying to bring more sustainable actions into the life of the client, shopping bags will guarantee a discount in the next purchase, as any bag, and will be made, again, out of the recycling of plastic, with the logo printed over it.
fashion show invitation
#KENSCOTTERS#KENSCOTTERS
HUMANS OF KEN SCOTT
Ken Scott Instagram account will utilise and encourage the use of #KENSCOTTERS by the costumer, while using the brand’s style. This hashtag will have as a goal to create a community of individuals that really identify with the brand and want to be identified by other as a representative of Ken Scott.
KIDS SCOTT
The universe the Ken Scott brand, can still offer another layer of expansion
and experience. Considering that the vision is “The Joy of Living” and one of the values is whimsicality, makes sense to cultivate costumers from early on,
which means develop a project with
kids in mind. "KIDS SCOTT - GIOIA” will be an opportunity for kids to be involved in the colourful and playful universe of the brand. Exploring the shapes, developing them to a kid size and style, and adjusting the prints to a more childish aesthetic, the experience will grow to attract kids and the newer generation to come. Another element would be the opportunity of interaction and personalisation for kids. As the store experience of personalising a few products, KIDS SCOTT will offer some prints as colouring material for kids themselves, drawings that after can be uploaded to the website and printed as actual prints for garments for the kids and parents, generating like this a bigger identification to the brand and even more, the lifestyle.
