Madewell Style Brand Case Study

Brand: Madewell

Execution Date: Spring 2020, TAMU-CC Design Program

Project Type: Design Campaign

Skills Showcased: Brochure Design, Poster Design, Packaging Design, Hand-lettering

Project Overview

Students will choose a pre-existing brand to study and participate in a style brand project. They should create a full brand analysis and research, implement a kit of parts logo exercise, apply new brand elements and language based on current research, and then apply these elements within a campaign for the company which will include a poster design, brand extension, brochure design, product packaging.

Brand Summary

Madewell, sister company to J. Crew, is a fashion brand all about denim. To simply put it, in their words, they make great jeans. Madewell was started by J. Crew in 2004, but the concept and brand was originally established in 1937 as an old denim, work-wear brand. Madewell has said that they are using the history of their brand to lend a sheen of authenticity and heritage to the modern brand today. Madewell has become well known for their “Do Well” efforts as they have a mission of “doing well for our planet and its people.” They have partnered with Blue Jeans Go Green, Girls Inc, Human Rights Campaign, and Charity: Water.

Research

Overall, we have concluded that Madewell is a leading brand in the jean industry. They identify as a high-quality fashion brand who is environmentally conscious. Their logo is simplistic and one color which helps identity that they are a high-end brand. We noticed that most high end brands are one-color, black or grey logos and low-end brands use color.Low-end brands mostly are associated with a shape or symbol, while the high-end brands are mostly one to two words and type only. Madewell stands out from other brands as their jeans are a status symbol accompanied by a high price tag. Madewell is also environmentally conscious unlike other jean brands.

Current Advertisements

Direct Competitors

Brand Matrix

Mind Map

Visual Research

Kit of Parts

I took Madewell's Brand Attributes and compiled those with their distinctive brand points and found icons that I felt represented each one. A few of these included a chair, sofa, and bed for the word comfortable or a pair of denim, a denim jacket and a denim swatch for the word denim, and so on. Conclusive to these icons, I create a kit of parts logo out of the three attributes that I felt best represented the brand: Denim, Environmentally Conscious, and Personal. See the final kit of parts research and logo result below.

Brand Language

Overall, we have concluded that Madewell is a leading brand in the jean industry. They identify as a high-quality fashion brand who is environmentally conscious. Their logo is simplistic and one color which helps identity that they are a high-end brand. Within the project, I chose to keep Madewell's original logo while still using the kit of parts as inspiration, include an updated color palette, updated typography to include a script headline and sans-serif sub-headline and body copy, and studied Madewell's current photographic style and tone and illustration style.

Who loves Madewell Jeans?

Young, professional women who are environmentally conscious.

Where do people find Madewell Jeans?

People can shop Madewell jeans online at their website, in-store, or at major retailers such as Nordstrom.

Why do people love Madewell jeans?

People love Madewell jeans because they receive high quality jeans while supporting the brand's sustainability efforts.