Brand Guidelines Project

Using consumer culture theory and brand identity frameworks, I developed comprehensive brand guidelines spanning visual, olfactory, sonic, tactile, gustatory and place branding, creating a cohesive strategy rooted in Le Kilt's Scottish heritage, craftsmanship and slow fashion ethos.

Through this project, I developed skills in brand strategy, cultural branding, consumer behaviour, sensory marketing, visual identity development and creative storytelling, while applying academic theory to create a distinctive and immersive brand experience. I chose to keep the design of this brand book extremely simple to maintain the minimalist aesthetic of the brand as well as using imagary from the photographer that is used for the promotional shoots in order to maintain continuity. I feel like the combination of the colours, images, font and use of white space used in the design of the portfolio further strengthened the reasons for the multi-sensory choices made. This project has given me the ability to build brand identities that communicate authentic values, informing my future work in fashion branding and marketing.

This project was produced solely for academic purposes as part of my MSc International Fashion Marketing. It has no affiliation with, endorsement from, or collaboration with Le Kilt.

Click them images below to view snippets of my portfolio in full detail.