rvca branding book
DESCRIPTION
ÂTRANSCRIPT
RVCA
T H E B A L A N C E O F O P P O S I T E S
2 0 0 1 2 0 1 3
REBRANDGUIDE
SURF FROM COSTA MESA CALIFORNIA
PRESENTING A NEW
ATTITUDE FOR LIFE
B A L A N C E
RVCA INCORPORATED
03 Client Prof i le
04 Creat ive Brief
06 SWOT Analysis
07 Expand Target Market
08 Mood Board & Textures
10 Competi tor Analysis
11 Style Guide
13 Logo Design
14 Print Ad
15 Media & Merchandise
TABLE OF CONTENTS
CLIENT PROFILE Company NameRVCA
About the CompanyRVCA is owned by Billabong and offers apparel, accessories, eye-wear, wetsuits, and other surf and skate gear. They have stores in over 100 countries, although their main revenue comes from Australia, North America, Europe, Japan, New Zealand, South Africa, and Brazil.
Mission, Vision, Goals“Famous for continuously setting a new standard in board sports through youthful lifestyle brands and experiences.”
Target AudienceOur target audience is 20-30 year old action athletes, specifically surfers, skateboarders, snowboarders, and wake boarders.
IndustryFashion, Athletic Equipment
Strengths and Core CompetenciesThe core competencies of RVCA is that there is strong brand recognition among the target audience and they have a certain exclusivity.
Products/ServicesIt provides tops, bottoms, and dresses, as well as accessories, such as beanies, bags, fedoras, wallets, gloves, hats, backpacks, belts, socks, scarves, boxer briefs, and bracelets.
Tone/ Current Design Style UsedThe current tone and design style used by RVCA is sleek, modern, cutting edge, and creative. It expresses trends in skateboarding, snowboarding, surfing, and other action sports.
NicheSurf/skate culture
3 RVCA INCORPORATED
CREATIVE BRIEF
Project Prepared by Rebranding RVCA Maximo Mandl Kayla Murphy
Background/Overview RVCA Corporation offers action sports apparel for artists, advocates, musicians, surfers, and skaters. It provides tops, bottoms, and dresses, as well as accessories, such as beanies, bags, fedoras, wallets, gloves, hats, backpacks, belts, socks, scarves, boxer briefs, and bracelets.
The company sells its products directly through own stores, as well as through distributors and retailers in Asia, Australia, Austria, Belgium, Canada, China, Columbia, Costa Rica, Italy, Japan, Portugal, Puerto Rico, Russia, Singapore, South Africa, Spain, Switzerland, Taiwan, Thailand, the United States, the United Kingdom, Venezuela, and Vietnam.
RVCA also sells its products online. Further, the company publishes a magazine that focuses on art and community. The company is based in Costa Mesa, California. As of July 21, 2010 RVCA Corporation operates as a subsidiary of Billabong International Ltd.
4RVCA INCORPORATED
Unique Selling Proposition (USP)RVCA is an exclusive, higher class of action sport apparel and gear.
Objective/ Purpose/ GoalsRVCA is about consumer satisfaction, selling merchandise that is expensive but lasts longer and is durable. We supply clothing and merchandise that is durable for action sports such as surfing, snowboarding and skating.
Target AudienceOur target audience is 20-35 year old action athletes, specifically surfers, skateboarders, snowboarders, and wake boarders.
Words That Describe the Visual Appearance You Want to AchieveSleek, simple, user friendly, professional, artistic, hip
TaglinesThe Balance Of Opportunities
Call to ActionRVCA.com
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CREATIVE BRIEF RVCA INCORPORATED
Strengths High quality
Well-known brand name among target audience
WeaknessesExclusive & Expensive
Not many main stores, but more online based
OpportunitiesSurf competitions (hosted by Billabong)
Cut costs to reduce prices to make more affordable to respond to consumer demandsBroaden and reach out into other markets
ThreatsCompetition
Changes in consumer taste
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SWOT ANALYSIS RVCA INCORPORATED
NameKevin Long AKA “Spanky”
Age 29
GenderMale
LocationOak Park, California, United States
Income Level$40,000-$60,000
Social ClassMiddle class professional skateboarder
OccupationProfessional skateboarder
EducationHigh school diploma
Marital StatusSingle
HobbiesSkating, making music, Illustrating, and partying
Mini Bio Long was born in in Oak Park, California, United States, he grew up skateboarding in California’s Agoura Hills, which is just north of the Valley area and the nickname “Spanky” was created by a friend of Long’s older brother. He is a sponsored skateboarder for RVCA, Emerica, Spitfire, Independent Truck Company, Ashbury, Shake Junt, and Pharmacy Boardshop. He enjoys psychedelic rock and electronic music. He spends most of his free time on the beach surfing and drawing.
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EXPANDED TARGET MARKET
RVCA INCORPORATED
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MOOD BOARD RVCA INCORPORATED
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TEXTURES RVCA INCORPORATED
Similar Brands Since Billabong owns RVCA, there are many other surf bands under that umbrella making Quiksilver their top competitor. Both brands are mostly online based and compete with
current fashion for surf and skate gear. Other brands such as Rip Curl, Roxy, Reef, Globe,
Quiksilver, O’Neill, and DC are all competitors with RVCA
Current TrendsRVCA along with most of its competitors
are looking for a very sleek look with their designs. Not high class, but a step below making it still hard to afford their clothing.
The demographic is based around consumers living by the coast or by in urbanized areas.
Advertising TechniquesAs far as branding goes RVCA has their foot in the door for fashion. The company strives
for a classy sleek look with their sponsors and models.
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COMPETITOR ANALYSIS RVCA INCORPORATED
Color Palette
Type Face
Futura LT (Book)ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789
DIN Medium (Regular)ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789
Futura LT (Heavy)ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789
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STYLE GUIDERVCA INCORPORATED
Light Blue CMYK: 74, 12, 9, 0 RGB: 2, 171, 212HEX: 02abd4Pantone 638 C
Black CMYK: 82, 71, 59, 75RGB: 16, 24, 32HEX: 101820Pantone Black 6 C
Lime GreenCMYK: 70, 0, 72, 0RGB: 5, 205, 123HEX: 28E875Pantone 7476 C
DIN Black (Regular)ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789
Futura LT (Bold)ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789
White CMYK: 0, 0, 0, 0RGB: 255, 255, 255HEX: ffffffPantone White
Adequate Designs
Inadequate Designs
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STYLE GUIDERVCA INCORPORATED
Full RVCA logo
Abbreviated RVCA logo
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LOGO DESIGN RVCA INCORPORATED
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PRINT AD RVCA INCORPORATED
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MEDIA & MERCHANDISE RVCA INCORPORATED
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MEDIA & MERCHANDISE RVCA INCORPORATED
THANKS FOR VIEWING!
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CONTACT INFORMATIONRVCA INCORPORATED
Maximo Mandl Kayla Murphy
[email protected] [email protected]
(206) 390 2721 (401) 954 6155