Tura Creative Presentation

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Tura eyewear wanted to update and refresh their image. Their new direction is feminine and modern with a nod to traditional style and Tura's history of fashion innovation.

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Tura Creative Presentation

  1. 1. TURA BRAND BOOK Purpose The goal of this new work is to reinvigorate theTura brand and provide a compelling story that differentiates Tura from a sea of competitors, including: • Generic corporate brands (Tres Jolie, Charmont) • Designer “borrowed” brands (Vera Wang, Dana Buchman, Adrienne Vittadini) • Well-known national eyewear brands (Ray-Ban, Silhouette) Re-establish Tura’s reputation for unique and interesting styles, superior service and training – while offering optical expertise to the independent optical channel. 5
  2. 2. STRATEGYP R I M A RY AU D I E N C E Our primary audience is professional opticians and ECPs (eye care professionals) who dispense eyewear in the independent optical channel. • Typically guide their customers to certain styles and brands based on their experience • Are probably familiar with the Tura brand, but may have a fixed notion that it offers dated styles for older women The Tura Brand Book
  3. 3. STRATEGYSE C O N D A R Y A U D I E N C E Our secondary audience is the end consumer, who is a 45 year-old woman. • Has a feminine sensibility and wants eyewear that offers a little extra sparkle or detail to make her feel more beautiful • Looks for items that help her express her own style – regardless of brand name 7
  4. 4. STRATEGY BRAND DNA ® Stylish/fashionable relevant, on-trend, but not bleeding edge Elegantclassic, timeless style with an American design sensibility Pretty/feminine beautiful, attractive, womanly Well-made superior quality, crafted using the finest materials Smart authentic, innovative, expert Sassy fun, expressive, bold Distinctive unique, exclusive, attention-getting Detailed artful use of color, embellishment, decoration, finishes The Tura Brand Book
  5. 5. STRATEGY P OS I T I O N I N G Tura is the trusted eyewear brandfor fashion-conscious consumers. Tura’s expressive designs combine superior craftsmanship and unique design details with a 75-year tradition of optical innovation. • Heritage of innovative products (e.g. Tura Lotus hinge) • High quality, jewelry-like finishes • American design sensibility • Expert service, training and education “another staff member in the optical shop” • Technical expertise in the eyewear category • After sale, service and support (shipping, returns, re-orders) “never say no” attitude 9
  6. 6. The Tura Brand Book
  7. 7. SOUL OF THE BRAND T UR A S T Y L E Tura adds the finishing touch with eyewear that is beautiful, that accents your face, complements your clothing and enhances your individual style. In designs that are expertly curated,with impeccable craftsmanship, distinctive jewelry-like detailing, graceful lines and unparalleled American style. So when you put on your glasses, what the world sees is you. Your personality. Your confidence. Your flair.In eyewear that brings function and fashion together...beautifully. And no one does it better than us. After all, Tura invented fashion eyewear in 1938 and we’ve been making optical history ever since. Because in this business, you have to be a bit of a visionary. So we keep looking forward. Our heritage makes us proud, but the future keeps us focused. Tura. See what’s next. 11
  8. 8. LOGO andMONOGRAM
  9. 9. The Tura Brand Book
  10. 10. Logo MONOGRAMT H E T UR A L O G O As a nod to Tura’s 75- year heritage, we selected a Glyphic Typeface – based on letters carved or chiselled in stone. Beautiful, elegant. 15
  11. 11. HOUSE OF TURA, 1938recognized as afashion leader by thenew York times The Tura Brand Book
  12. 12. Logo MONOGRAM LOGO EXTENSION The House of Tura mark was derived from House of Levoy, Monroe Levoy’s original optical shoplocated on Madison Ave., where the first new trend fashion eyewear was created. It transformed eyewear into a fashion accessory and was the beginning of a 75-year heritage of bringing function and fashion together. 17
  13. 13. Logo MONOGRAMI N I T I A L I N S P I R AT I O N Initial caps give the first impression. They draw you in and lead your eyes onto a page, just like a pair of reading glasses. They inspired us to design our initial cap “T.” 19
  14. 14. Logo MONOGRAMT H E MAKI NG O F A N “ EY E ” C O N Once we designed the “T” then we had to take it further. We saw how beautiful it is to look into someone’s eyes and wanted to capture that beauty in a monogram. We call it the Rosette “eye” con. 21
  15. 15. ONE LINE LIGATURE The Tura Brand Book
  16. 16. Logo MONOGRAMB R I N G I T T O G E T H ER STACKED LIGATURE There are two applications to the Tura logo. Using the Rosette above Tura and on the left side of Tura are the approved versions. The monogram can also be used separately from the Tura logo. Think of the monogram as an accent piece or finishing touch. 23
  17. 17. COLOR andTYPOGRAPHY 25
  18. 18. The Tura Brand Book
  19. 19. COLOR TYPOGRAPHYT UR A W O M E N ’ S C O L ORS TURQUOISE AQUAMARINE What we love about Tura is the beautiful embellishments on the side of each pair of glasses. We see it as more than just eyewear. Tura is the finishing touch to an outfit, much like jewelry. We sifted through a spectrum of jewel tones and the hues that rose to the top were turquoise and aquamarine. 27
  20. 20. The Tura Brand Book
  21. 21. COLOR TYPOGRAPHYT UR A M E N ’ S C O L ORS TURQUOISE CARBON We know that Tura Men’s will grow to mirror what Tura Women’s has become. We see it as a husband and wife brand. When we looked into a Tura Men’s color palette, we thought of the gem that a man gives his wife: a diamond. But what is a diamond in its most pure form? Carbon. 29
  22. 22. C o l o r P al e tt e TURQUOISE AQUAMARINE CARBON pearl The Tura Brand Book
  23. 23. C o l o r F OR M U L A s Color Pantone Process RGB HEX turquoise 7458 U C63 M25 Y20 K0 R122 G163 B189 #7AA3BD aquamarine 290 U C33 M7 Y3 K0 R179 G211 B237 #B3D3ED CARBON Cool Gray 10 C52 M43 Y40 K6 R129 G130 B134 #818286 pearl PAPER C0 M0 Y0 K0 R255 G255 B255 #FFFFFF There are two signature colors of Tura,turquoise and aquamarine. A second tier of colors has been named for instances where type is used and an accent is needed. 31
  24. 24. 20100 GALAXIE2080 C O P ER N I C US W A S2070 DESIGNED WITH colleague2060 C h e s t e r J e nkin s . G alaxi e2050 Copernicus is an addition to his G alaxi e family o f F O N T S . T h e fac e wa s20402030 in s pi r e d by th e m e tal v e r s i o n s o f M o n o typ e2020 Plantin with its generous proportions, but is created FOR THe2010 2 1 st c e nt u ry typ o g r aph e r . I nclu d e s fi v e w e ights in ro man and italic . The Tura Brand Book
  25. 25. COLOR TYPOGRAPHYG A L A X I E C O P ER N I C US Galaxie Copernicus / BOOK abcdefghijklmnop qrstuvwxyz ab cdefghijklm nop q r stuvwxyz 1 23456789 0? {}! @#$%* Galaxie Copernicus / Italic abcdef gh i jklmnop qrstuvwx yz ab cde fgh ijklmn o pqrst uvwx yz 1 2345 67890?{}! @#$%* 33
  26. 26. 20100 G otham2090 N arro w H A S A2080 L A R G E LOW E R C A S E2060 D I L AT E D F E AT U R E S W I T H2050 S U CC I N C T AS C E N D E R S D E S C E N D E R S. IT HAS A GENEROUS FIT WHICH MAKES IT LEGIBLE20402030 AT A L M O S T A N Y T E X T S I Z E , E V E N M O U S E T Y P E . A S I M P O R TA N T A S20 I T I S TO M A I N TA I N L E G I B I L i T Y, G OT H A M N A R R OW TA K E S U P L E S S R O O M T H A N I T S B R OT H E R G OT H A M .2020 G OT H A M N A R R OW P R E S E RV E S T H E G OT H A M LO O K W H I L E B E I N G CO M PAC T W I T H O U T F E E L I N G S Q U E E Z E D.10 The Tura Brand Book
  27. 27. COLOR TYPOGRAPHYG O T H A M N A RRO W Gotham Narrow / BLACKabcdefghi j klmnopqrstuv w xyz abcdefghijklmnopqrstuvwxyz 1234567890?{}!@#$%* Gotham Narrow / MEDIUMabcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890?{}!@#$%* Gotham Narrow / BOOKabcd e fg h i j k l m n o p q r s t u v w x y z abcdefghijklmnopqrstuvwxyz 1234567890?{}!@#$%* 35
  28. 28. The Tura Brand Book
  29. 29. APPLICATIONof the IdentiTy 37
  30. 30. The Tura Brand Book
  31. 31. APPLICATION OF THE IDENTITYT UR A L E T T ER H E A D This 4 spot color letterhead features letter pressed type and an ultraviolet varnish. It is printed on the Mohawk Superfine letterhead system. 39
  32. 32. APPLICATION OF THE IDENTITYT H E T UR A P AT T ER N The idea came to us by wrapping Tura around the Rosette, as if the eye had a 360° view of the logo. Using a step and repeat process, we designed Tura’s signature pattern. 41
  33. 33. The Tura Brand Book
  34. 34. APPLICATION OF THE IDENTITYT UR A P A C K A G I N G Tura case and cloth carry the brand wherever the customer goes. 43
  35. 35. The Tura Brand Book
  36. 36. APPLICATION OF THE IDENTITYT UR A O P T I C L E N S E M B L E M When we thought of colors for the emblem, we decided carbon would be the most appropriate since turquoise takes away from the glasses. This way when a customer tries on a pair and looks in the mirror, they will see the beauty of the glasses rather than the logo. 45
  37. 37. The Tura Brand Book
  38. 38. APPLICATION OF THE IDENTITYT UR A SU N L E N S E M B L E M This is the one occasion when we arch the logo, for sunglasses only. 47
  39. 39. The Tura Brand Book
  40. 40. SIGNAGEat the optician 49
  41. 41. SIGNAGE AT THE OpticianWI ND OW D E C A L This static cling decal can begently applied to the door of any optical shop. It tells consumers that this is an exclusive Tura retailer. The Tura Brand Book
  42. 42. SIGNAGE AT THE OpticianWI ND OW D IS P L AY This small two-sided window cardhas two purposes, telling customers inside and outside that Tura is sold here. 51
  43. 43. Finely Crafted Since 1938 The Tura Brand Book
  44. 44. SIGNAGE AT THE Optician P OST ER This easy to hang postermounted on foam board helps to establish Tura to customers, in a big way. 53
  45. 45. Finely Crafted Since 1938 The Tura Brand Book
  46. 46. SIGNAGE AT THE OpticianC OU NT ER C A R D A counter card fits some of the smallest spaces while helping to communicate brand messaging. 55
  47. 47. The Tura Brand Book
  48. 48. SIGNAGE AT THE OpticianIN I T I A L “ T ” DI S P L AY This initial “T” display shows off the inspiration of the Tura monogram. It displays up to three pairs of glasses and has compelling counter presence. 57
  49. 49. The Tura Brand Book
  50. 50. ADVERTISING 59
  51. 51. tura . com Since 1938 ORIGINAL FASHION EYEWEAR INTRODUCING THE ELEMENT s COLLECTION The Tura Brand Book
  52. 52. ADVERTISINGMAGA Z I NE I N SERT Since 1938 F ine ly C rafte d E y e w ear Front cover showcases the look and feel of the Tura brand. 61
  53. 53. Tura adds the finishing touchwith eyewear that is beautiful, that accents your face, complements your clothing and enhances your individual style. The Tura Brand Book
  54. 54. ADVERTISINGMAGAZINE INSERT INTERIOR TURA STYLE In designs that are expertly curated, with impeccable craftsmanship, distinctive jewelry-like detailing, graceful lines and unparalleled American style. So when you put on your glasses, what the world sees is you. Your personality. Your confidence. Your flair. In eyewear that brings function and fashion together...beautifully. And no one does it better than us. After all, Tura invented fashion eyewear in 1938 and we’ve been making optical history ever since. Because in this business, you have to be a bit of a visionary. So we keep looking forward. Our heritage makes us proud, but the future keeps us focused. Tura. See what’s next. Tura adds the finishing touch with eyewear that is beautiful, that accents your face, complements your clothing and enhances your individual style. Introduction spread shows the different expressions of the Tura brand. Soul of the Brand copy captures her voice. 63
  55. 55. INTRICATES COLLECTIONIS INSPIRED BY NATUREAND USES CRYSTALS ANDSOME EMBELLISHMENTSFOR A RICH ANDFEMININE STYLE. The Tura Brand Book
  56. 56. ADVERTISINGMAGAZINE INSERT INTERIOR Lorem ipsum dolor sit amet, con- sectetur adipiscing elit. Aenean placerat dolor non erat condi- mentum pharetra. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean placerat dolor non erat condimentum pharetra. Intricates spread highlights details of the glasses with both words and visuals. 65
  57. 57. BRILLIANCE COLLECTION BRINGS THE SPARKLE AND ELEGANCE OF FINE JEWELRY TO EYEWEAR.The Tura Brand Book
  58. 58. ADVERTISINGMAGAZINE INSERT INTERIOR Lorem ipsum dolor sit amet, con- sectetur adipiscing elit. Aenean placerat dolor non erat condi- mentum pharetra. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean placerat dolor non erat condimentum pharetra. Brilliance spread highlights details of the glasses with both words and visuals. 67
  59. 59. Elements collectionOriginalFashionEyewearSince 1938TURA.COM The Tura Brand Book
  60. 60. ADVERTISINGMAGA Z I NE SING L E PAG E Original Fashion Eyewear Since 1938 TURA.COM Elements collection, each category has its own single page advertisement. 69
  61. 61. Since 1938 F ine ly C rafte d E y e w earINTRICATES collection TURA.COM The Tura Brand Book
  62. 62. ADVERTISINGMAGA Z I NE SING L E PAG E Since 1938 F ine ly C rafte d E y e w ear TURA.COM Intricates collection, each category has its own single page advertisement. 71
  63. 63. Original Fashion Eyewear Since 1938 TURA.COM CLASSICS collectionThe Tura Brand Book
  64. 64. ADVERTISINGMAGA Z I NE SING L E PAG E Original Fashion Eyewear Since 1938 TURA.COM Classics collection, each category has its own single page advertisement. 73
  65. 65. The Tura Brand Book
  66. 66. CATALOG andDIRECT MAIL 75
  67. 67. 2013 PortfolioThe Tura Brand Book
  68. 68. CATALOG AND DIRECT MAILC ATA LO G C OVER 2013 Portfolio This catalog showcases all of Tura and its sub-brands, all under one roof. It offers the optometrist the complete story of Tura products. 77
  69. 69. A C L A SS I C L OO KLorem ipsum dolorsit amet, consecteturadipiscing elit. Aeneanplacerat dolor nonerat condimentumpharetra. The Tura Brand Book
  70. 70. CATALOG AND DIRECT MAIL CATA LO G INT ERI OR A Lorem ipsum dolor sit amet, con- sectetur adipiscing elit. Aenean placerat dolor non erat condi- mentum pharetra. C L A SS I C L OO KLorem ipsum dolorsit amet, consecteturadipiscing elit. Aeneanplacerat dolor nonerat condimentumpharetra. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean placerat dolor non erat condimentum pharetra. This represents a section called “Classics.” We see several categories within the catalog; Classics, Brilliance, Elements and Mosaics. 79
  71. 71. { } Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed ultrices, nisi sit amettristique scele risque, augue sem venen atis sapien, scelerisqueLorem ipsum dolor Lorem ipsum dolor Lorem ipsum dolor Lorem ipsum dolorsit amet, consectetur sit amet, consectetur sit amet, consectetur sit amet, consecteturadipiscing elit. Aenean adipiscing elit. Aenean adipiscing elit. Aenean adipiscing elit. Aeneanplacerat dolor non placerat dolor non placerat dolor non placerat dolor nonerat condimentum erat condimentum erat condimentum erat condimentumpharetra. pharetra. pharetra. pharetra. The Tura Brand Book
  72. 72. CATALOG AND DIRECT MAIL CATA LO G INT ERI OR{ } Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed ultrices, nisi sit amettristique scele risque, augue sem venen atis sapien, scelerisqueLorem ipsum dolor Lorem ipsum dolor Lorem ipsum dolor Lorem ipsum dolorsit amet, consectetur sit amet, consectetur sit amet, consectetur sit amet, consecteturadipiscing elit. Aenean adipiscing elit. Aenean adipiscing elit. Aenean adipiscing elit. Aeneanplacerat dolor non placerat dolor non placerat dolor non placerat dolor nonerat condimentum erat condimentum erat condimentum erat condimentumpharetra. pharetra. pharetra. pharetra. This detail page highlights Tura’s signature hinge. 81
  73. 73. 2013 Portfolio{ } Tura adds the finishing touch with eyewearthat is beautiful, that accents your face, complements your clothing and enhances your individual style. The Tura Brand Book
  74. 74. CATALOG AND DIRECT MAILDIREC T M A IL B RO C HURE 2013 Portfolio { } Tura adds the finishing touch with eyewear that is beautiful, that accents your face, complements your clothing and enhances your individual style. This direct mail brochure talks to our optometrist. We talk about the new Tura and its offerings. It acts as a selling tool to those who are new to the brand or would like a quick refresher in a Cliff’s Notes fashion. 83
  75. 75. { } Lorem ipsum dolor sitamet, consectetur adipiscing elit. Sed ultrices, nisi sit amettristique scele risque, augue sem venen atis sapien, scelerisque The Tura Brand Book
  76. 76. CATALOG AND DIRECT MAILDIRE C T MA IL IN TERI OR TURA S T Y L E Tura adds the finishing touch with eyewear that is beautiful, that accents your face, complements your clothing and enhances your { } Lorem ipsum dolor sit individual style. amet, consectetur adipiscing elit. Sed ultrices, nisi sit amettristique scele In designs that are expertly risque, augue sem venen curated, with impeccable atis sapien, scelerisque craftsmanship, distinctive jewelry-like detailing, graceful lines and unparalleled American style. So when you put on your glasses, what the world sees is you. Your personality. Your confidence. Your flair. This sample interior spread highlights that Tura is not just function but also fashion. 85
  77. 77. The Tura Brand Book
  78. 78. TURA.com 87
  79. 79. The Tura Brand Book
  80. 80. TURA.COM H OM E PAGE The Tura collection homepage features an interactive gridthat allows users to navigate different collections and styles on-click. A fixed navigation breaks down the site into five main categories, with an option for opticians to login. 89
  81. 81. The Tura Brand Book
  82. 82. TURA.COMPRO D UC T I ND EX PAG EThe product index page allows users to browse eyewear by collection. An advance filter gives users the flexibility to search for products through various attributes. People with previous RX can enter glasses dimensions to find their closest match. 91
  83. 83. The Tura Brand Book
  84. 84. TURA.COM O P T IC IA N’ S v i ew The site features an “Optician’s view,”which encompasses a new navigation and pricing information. Opticians can create and manage their own retail page as well as keep track of previous Tura orders. 93
  85. 85. The Tura Brand Book
  86. 86. TURA.COM PROD UC T DETA I L PAGE The product detail page offers a comprehensive guide to each style.Features include social functions, alternate views, fit guides, virtual try-on, product suggestions and an ordering guide that allows users to send orders to their retail locations. 95
  87. 87. The Tura Brand Book
  88. 88. TURA.COM LOOK B OOK PAG EThe site architecture is capable of housing many different kindsof editorial content, including style and technology lookbooks. 97
  89. 89. The Tura Brand Book
  90. 90. TURA.COM P ROMOT I O N Online promotions through social platforms can increase brand awareness.This Facebook feature enters users into a drawing contest whenever they try on a pair of Tura glasses in person. The winner receives a Kindle. 99
  91. 91. The Tura Brand Book
  92. 92. EXTENDING the BRAND 101
  93. 93. ROSETTE PLACED On CROWNThe Tura Brand Book
  94. 94. EXTENDING THE BRAND IT’S T UR A o ’ CLO C K She’s a busy woman, with a busy schedule.Tura watches become the perfect extension that reflects her eyewear. 103
  95. 95. The Tura Brand Book
  96. 96. EXTENDING THE BRANDTHE T-BU C K LE P URSEThe T-buckle shows off the inspiration of the Tura monogram while functioning as a clasp that closes a purse. 105
  97. 97. The Tura Brand Book
  98. 98. EXTENDING THE BRANDT URA T RAVE L Travel in Tura style.This luggage system offers turquoisetrim accents and is branded with the Tura logo and monogram. 107
  99. 99. The Tura Brand Book
  100. 100. EXTENDING THE BRAND A WA LL O F TURA The Tura pattern becomes the perfect way to subtlyexpress that she is a Tura woman. Turquoise and aquamarine paints complement this wall pattern. 109
  101. 101. The Tura Brand Book
  102. 102. EXTENDING THE BRANDTUR A TO TA B L E Her dinner guests will instantly know that she is a Tura woman. 111
  103. 103. The Tura Brand Book
  104. 104. EXTENDING THE BRANDSH A D ES O F T URA With so many to choose from, we could pair a shade for every pair of glasses. 113
  105. 105. The Tura Brand Book
  106. 106. EXTENDING THE BRANDMA NIC UR ATwo Tura colors women will love. 115
  107. 107. The Tura Brand Book
  108. 108. EXTENDING THE BRAND T UR F ÚM The scent of a Tura woman,fresh, clean, crisp and inspiring. 117
  109. 109. The Tura Brand Book
  110. 110. THANK YOU 119

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