For this Sub-branding project, I chose the brand Jil Sander as a parent brand to create a sub-brand which has the name “Luke and Lucie”. Jil Sander is a luxury and high end fashion brand that has a target audience that is in the age group between 24 and 40 years of age. Jil Sander aims at creating a trusted brand image that is special to its customers due to the high quality and style they provide. Jil Sanders has a collection of simplistic, business casual clothing that fit into an individual's life that has a job in an office or other important position in which they have to interact with other people in a more formal way and like to be stylish and comfortable in their clothing. The brand communicates purity and reliability with their customers. The brand image is defined by its brand personalities such as timeless, laidback, fashionable, and minimalistic. Jil Sander makes use of earthy and settled colors and also takes advantage of white space which can be found in things such as advertising. The combination of using white space and earthy colors communicates purity and therefore gives the customer the chance to feel connected to the brand and to build trust in the values the brand carries. To go along with the aspect of Jil Sander having a connection to their customers that is pure and on a trusting basis, the name for the sub- brand is tied to a company intern couple that has a big influence on Jil Sander’s success. Luke and Lucie Meier are the co-directive directors of Jil Sander since 2017. Not only the aspect of a deeper meaning behind the name benefits the sub-brand name a positive, but additionally the format of the original logogram can be reflected. The consistency of keeping a logogram and the incorporation of the parent brand into the new logogram makes it easier for customers to recognize the relationship between Jil Sander and Luke and Lucie. At the same time the name takes a strong emphasis on their target audience being both boys and girls.
For this Sub-branding project, I chose the brand Jil Sander as a parent brand to create a sub-brand which has the name “Luke and Lucie”. Jil Sander is a luxury and high end fashion brand that has a target audience that is in the age group between 24 and 40 years of age. Jil Sander aims at creating a trusted brand image that is special to its customers due to the high quality and style they provide. Jil Sanders has a collection of simplistic, business casual clothing that fit into an individual's life that has a job in an office or other important position in which they have to interact with other people in a more formal way and like to be stylish and comfortable in their clothing. The brand communicates purity and reliability with their customers. The brand image is defined by its brand personalities such as timeless, laidback, fashionable, and minimalistic. Jil Sander makes use of earthy and settled colors and also takes advantage of white space which can be found in things such as advertising. The combination of using white space and earthy colors communicates purity and therefore gives the customer the chance to feel connected to the brand and to build trust in the values the brand carries. To go along with the aspect of Jil Sander having a connection to their customers that is pure and on a trusting basis, the name for the sub- brand is tied to a company intern couple that has a big influence on Jil Sander’s success. Luke and Lucie Meier are the co-directive directors of Jil Sander since 2017. Not only the aspect of a deeper meaning behind the name benefits the sub-brand name a positive, but additionally the format of the original logogram can be reflected. The consistency of keeping a logogram and the incorporation of the parent brand into the new logogram makes it easier for customers to recognize the relationship between Jil Sander and Luke and Lucie. At the same time the name takes a strong emphasis on their target audience being both boys and girls.
