JCPenney Xersion - Performance Brand Launch
JCPenney requested Avery Dennison's creative input for a new Mens and Womens performance brand that they wanted to launch in early 2008. Limited branding direction was provided, other than the brand would be called Xersion and the brand color palette should focus on reds, grays, blacks and whites. The first phase of the project was to develop logo and icon treatments. Once JCP selected one of my branding treatments, I then worked to create a coordinated point of sale and permanent branding trim program featuring hangtags, woven/printed labels and heat transfers. JCPenney was very pleased with the final results and to this day the Xersion brand continues to be one of JCPenney's strongest performing private label brands.
Brand direction boards supplied by JCPenney
Point of Sale Branding - Concept 1
Point of Sale Branding - Concept 2
Point of Sale Branding - Concept 3
Permanent Branding
Retail Displays + Branding
