Engage with the World

Branding

Objective
Identify a dying or defunct brand and revive it through a new strategic plan while staying true to its soul. The goals were to research the brand’s past and mission and create a new brand identity and a future direction.

Approach
Esprit is a publicly owned manufacturer of clothing, footwear, accessories, jewelry, and housewares under the Esprit label. Esprit stands for a dynamic, collaborative, idealistic, and optimistic lifestyle. According to Esprit’s spirit and concept, I developed a new brand identity and a future direction, which encourages people to care about social issues through not only the products but also activities.

“How long can men thrive between walls of brick, walking on asphalt pavements, breathing the fumes of coal and of oil, growing, working, dying, with hardly a thought of wind, and sky, and fields of grain, seeing only machine-made beauty, the mineral-like quality of life? ”

Charles A. Lindbergh, Aviator

DISCLAIMER: This is a student project created for academic purposes. This rebrand concept is a fictional piece of work made as part of a branding class's assignment.

Logo Development Process
—300 sketches

I first mind mapping the keyword of the brand according to my research and did a quick sketch for 300 rough logos. I select a few of them and further develop more detail on them.

Future Prospects

In the end, I develop 18 different brand prospects in a total of seven categories, including product, service, environment, experience, event, education, and co-branding.