Mulberry Lane aims to be the leading provider of baby accessories by producing contemporary and fashionable products that meet the needs of young mothers. These products will have bright, contemporary patterns that are consistent throughout the product range. The products will be of high quality, being designer baby accessories that are stylish yet practical, meeting the needs of both mother and child. Attached to the brief are some examples of the fabrics that will be used throughout the product range, which may aid as inspiration.
The Mulberry Lane product range includes, but is not limited to, the following:
- Nappy clutch
- Nappy bag
- Swaddling rug
- Trolley protector
- Baby sling
- Car seat organizer
- Car capsule cover
It is envisaged that, upon a successful launch, Mulberry Lane will expand into bedding and nursery accessories.
The primary target market consists of those who are labeled as ‘yummy mummies’. The product will target women aged between 22 – 35, who are classed as cosmopolitan in the pursuit of an urban lifestyle. Such women represent the new generation of mothers, who want to remain stylish, fashionable and conscious of current trends, whilst attending to the duties of motherhood. They are in a dual-parent family structure, belonging to a mid-upper socioeconomic young family with a relatively large disposable income.
The product will also pay consideration to other stakeholders within the family group. The product will ensure that there are unisex items available to accommodate fathers, with an increasing number of ‘house husbands’ emerging. Mulberry Lane will also appeal to the parents of young couples, who have a desire to support and become involved with the young couple.
The logo must contain the following elements:
-Simple and memorable, aiding in brand recognition
-Perception of quality. As such, please avoid clip-art
-Color choices and specifications are at the discretion of the designer, though a suggestion would be to include the color purple
-The logo can be simply the brand name, or include graphic/s
-Please note that this is a high end designer baby accessory label. As such, please do not provide any designs that appear too ‘cute’.
Please pay close attention to the brand themes when creating the logo:
- Fashionable and stylish
- Chic and cosmopolitan (without being overly feminine)
- Fresh and lively
- Class and essentialism.
With being bold we still focus on keeping our designs edgy yet not cluttered to cater to the sophisticated expectations of our consumers.
Above all, the logo must be art driven, in matching the brand platforms whilst appealing to the target audience.
There is the possibility of further work (packaging, web graphics etc.) to the successful designer.
Preferred file formats:
- Vector originals: Adobe Illustrator (AI)
- Web: JPG and EPS
- Manipulation: PSD, including layers
- Optional: link to free/affordable font identical to/compatible with logo text (if any)
Be creative and have fun. Thank you for participating.