VAQUERO
BRAND CREATION
WHAT IS VAQUERO?
Vaquero is an alternative fashion brand that sells upcycled clothing and accessories. it is a personal brand created by utilizing phases of creation methods: Brainstorming, researching and iterating.
/VÄ·KE·RÕ/
A COWBOY; A CATTLE DRIVER.
PHASE ONE BRAINSTORM
I utilized a deck handmade Oblique strategies cards that would have a phrase or word on the back to help formulate multiple avenues for the conception process. On each card I created something different. Filling in prompts and exploring different mediums in order to have multiple paths to take with the project.
PHASE TWO RESEARCH
In order to start forming a brand I analyzed other brands within the market I wanted to design for. I focused on alternative fashion and identified two “competitors” that i could focus on logo design and brand aesthetics for. I also looked at alternative covers for Vogue that were more artist driven and departed from their brand standards. After I created two boards that held words I wanted the brand to be characterized by and the other being negatives the brand should avoid being. Finally, I found fonts and imagery that I felt fit the brand I wanted.
PHASE THREE REFINING
In phase three of the project, I took five of my cards that were deemed the most engaging using feedback from my peers and created two digital iterations for each one. The results were ten digital cards that used ideas from those previous five. This process was done to converge the content into a similar style and gain new imagery to base our logos off of for part four. The cards are in order from pairs.
PHASE FOUR LOGO DESIGN
In this last part of the project I utilized the visuals within the ten cards I made in order to formulate a design for the logo. I used a small worksheet that would let me have the logos I created side by side and be able to conceptualize what each brand was about. Vaquero was the most visually engaging and had the most potential. I removed the eyes and left just the lips and text. I also have an alternative version of the logo that removes the lips as well that implies the lips but is more minimalistic than the standard logo.
