After event, pop-up store, Berg & Ridge entered various online & offline distribution channels, starting with online living shop, Collection B. Each channel has its own guidelines, and the layout is different within offline and online spaces, so the brand assets such as products, products’ images and brand identity often were distorted. For example, image resolution and clarity decreased, cropped, ratio distorted, even brand identity(word mark) deformed. We realized that design resources and brand assets guideline were necessary just as we created space identity.
We should create guidelines considering the various circumstances where the brand is displayed online. Though we were not able to do all the various channels, its guidelines, circumstances and layout, however, we could consistently deliver the brand impressions to customers in various environments. And the data from the pop-up store have to be updated to this guideline.
The guideline are mainly divided into 3 things, the one is how to express brand mark in spell, the second is how to use various types of brand mark and the last is visual guidelines. Brand mark guideline must include colour(#hex, RGB and Pantone), size, layout, environments and restrictions. Visual guideline must include standard colour guideline of product, retouch guideline, product logo colour(gradient) guideline, directed image restrictions and retouch guideline and DFF mark guideline. And the data from the pop-up store have to be updated, for example, the information hierachy what customers want to know and need to know.
Article written about the brand
Estimated views of the brand
Distribution channel extension
Co-work & collaboration proposal
Total revenue