The document discusses branding strategies for an equestrian bag company. It proposes three brand lines: Classic, Fashion, and Sport. The Classic line would focus on timeless designs passed down through generations, communicating the sport's pursuit of perfection. The Fashion line would embrace trends for women ages 25-35. The Sport line would draw inspiration from the athletic aspect of dressage, combining traditional and innovative materials to give the brand a versatile appeal. Sketches are provided showing potential bag designs for each line.

1. THE SPORT THE LIFESTYLEAND

2. INSPIRATION

3. Life:
- Experience everything
life has to offer
- Maintain my standard
of living
- Possess everything
money can’t buy
- Achieve some form of
individual success
Daily:
- Enjoy life
- Philanthropy
- Being a trend setter
Implicit:
- Happiness
- High social esteem/ respect within
my class
Explicit:
- Be well connected with other
successful individuals
- Possess the best
Implicit:
- Be seen as a person, not a dollar sign
- Be independant
- Maintain the appearance of having a
charming life
- Conduct one’s self modestly, elegantly,
not extravagantly
Explicit:
- Success
- Contribute to society/the world
WANTS NEEDSGOALS
TRENDS
DAILY LIFE
Modern Classic
Strategic Spontaneous
Liberal Conservative
Elite Average
Ambitious Content
Emma Astor
Age: 24
PERSONA

4. Life:
- Possess the American Dream
- Increase her standard of living
- Be well connected
- Be successful
- “Be my own boss”
- Be part of the elite
Daily:
- Associate with other
successful people
- Get promoted
Implicit:
- The status of purchasing power
- Respect
- Power
- Prestige
Explicit:
- Be at the forefront of all trends
- Associate with interesting
successful people
- Own her own place (not mortgage-or
rent.)
- Own high quality, trendy products
Implicit:
- Feel successful
- Be current on trends
Explicit:
- Save money
- Make connections
- Earn more money
WANTS NEEDSGOALS
TRENDS
Modern Classic
Strategic Spontaneous
Liberal Conservative
Elite Average
Ambitious Content
DAILY LIFE
Helen Smith
Age: 35
PERSONA

5. Classic
The true spirit of Dressage will be captured by iconic and timeless
designs that will be passed down through generations. Our goal is to
communicate the sport’s pursuit of perfection, balance, and control by
utilizingdistinctformsandexquisitecraftsmanship.Thesignature
line will serve as a foundation for the company, offering bags to women
of all ages.
Fashion
Fashion responds to seasonalchanges and styles. We will embrace
this as an opportunity to combine innovative materials and designs with
current trends. A fresh, yet elegantstyle that maintains the Dressage
aesthetic can be marketed to women ages 25 to 35.
Sport
The sport line will introduce dynamic forms to give the brand a
versatile appeal. It will draw inspiration from the athletic aspect
of Dressage. It will integrate the equestrian aesthetics and the
strength of the sport by combining traditional and innovative
materials.
BRANDING

6. SPORT - HIGH TECH
SMALL MEDIUM LARGE
H1
H2
H3
H4
H5
H6
H7
H8
H9
H10 H15
H14
H13
H12
H11

7. SPORT - PERFORATED
DRESSAGE
DRESSAGE
SMALL MEDIUM LARGE
P8
P7
P14P9
P15P10
P13
P12
P6 P11P1
P3
P2
P4
P5

8. SPORT - RUBBER
DRESSAGE
DRESSAGE
DRESSAGE
DRESSAGE
DRESSAGE
DRESSAGE
SMALL MEDIUM LARGE
DRESSAGE
D R E S S A G E
DRESSAGE
R8
R2
R3
R7
R4 R9
R10R5
R1 R6 R11
R12
R13
R14
R15
DRESSAGE
DRESSAGE