📕 - 2024
Chanel Rebrand
Introduction
Research
Brand Overview
LOGO
TARGET MARKET
BRAND VISION
MISSION STATEMENT
BRAND COLORS
COLOR STORY
BRAND TYPEFACES
TONE OF VOICE
BRAND VALUES
BRAND ARCHETYPE
HERO CONTENT
PRODUCT CATEGORIES
CONCLUSION
Planning
Rebrand Campaign
This project was developed as part of a university assignment that focused on reimagining the identity of an existing luxury brand. The brief involved researching, planning, and designing a refreshed brand identity while documenting the full design process. From strategy to execution, I explored how thoughtful branding can transform the perception of a company and created a set of visual and marketing assets that reflect the new direction.
CHANEL
Chanel is a globally renowned luxury fashion house that originated in France. Founded by Gabrielle Coco Chanel in the early 20th century, Chanel has become widely associated with grace, refinement, and innovation within the fashion landscape.
This iconic interlocking logo was designed by Coco Chanel herself. “Couture” is the font used in the logo. This font is designed by Chase Babb.
The logo isn't just about her initials; it's like a piece of her life stitched into the brand. She drew inspiration from the twisting patterns of the glass window at the orphanage where she grew up.
The brand is aimed at a sophisticated and style-conscious audience aged between 18 and 50. This demographic is financially affluent, with an annual income of $100,000 or more, and appreciates high-end, timeless luxury. The design choices reflect the elegance and exclusivity that appeal to this modern, luxury-conscious customers.
“For women and girls to be able to be free to shape their own destiny.”
It's about encouraging independence, self-expression, and the freedom to make their own choices without limitations. Coco Chanel was known for her progressive views on women's empowerment and independence. She believed strongly in the idea of women shaping their own destiny and breaking free from societal constraints.
“To be the ultimate house of luxury, defining style & creating desire, now & forever.”
Chanel's mission is to be the best in luxury and style, leading the way with trends that capture imaginations. They want to set the standard for what's chic and desirable, staying ahead in the world of fashion and luxury. This commitment ensures Chanel remains a top name in the industry, always setting new standards and inspiring others.
These colors together create a beautiful palette that tells the story of Chanel's brand, each with its own special meaning and connection to Chanel's history and style.
Black is known for its classy and sophisticated appearance in Chanel's world. It started from simple beginnings but became famous especially with the introduction of the iconic little black dress in 1926. Chanel made black a symbol of elegance.
White represents purity, brightness, and beauty. It reflects light well and makes faces look radiant. For Coco Chanel, white reminded her of childhood memories, like the hats worn by nuns and the special dress she received from her father.
Beige is loved for its simple and natural look. It reminds of the earth's natural colors and healthy, sun-kissed skin. Chanel admired beige for its connection to nature and outdoor freshness.
Gold symbolizes luxury and richness. Chanel was inspired by real gold gifts and fake gold jewelry she created. Gold also has historical value from religious items and fancy clothing, showing wealth and tradition.
Red represents life, passion, and energy. It's closely associated with Gabrielle Chanel's personal style, especially her use of red lipstick to make a bold statement.
The brand communicates with a voice that is sophisticated, elegant, and refined—reflecting the timeless appeal and elevated aesthetic that defines its identity.
At its core, the brand is built on timeless elegance, exceptional craftsmanship, forward-thinking innovation, and a commitment to true luxury.
Chanel builds long-term value through three foundational pillars:
Creation-Driven Brand: At the heart of Chanel lies a deep-rooted passion for creativity and artistic expression.
Committed Luxury Leader: With an unwavering dedication to excellence, Chanel sets the standard for timeless, responsible luxury.
Human-Driven Company: The brand values people—championing individuality, empowerment, and meaningful connections.
Chanel embodies The Lover archetype—evoking passion, beauty, and emotional connection through every detail. It is a brand that celebrates desire, elegance, and the art of seduction.
High-profile Campaigns
Haute Couture Collections
Fashion Shows
Initially, I approached Chanel from a consumer perspective, but diving into its rich history and brand foundations through in-depth research gave me a newfound appreciation. Exploring how Chanel grew from a bold vision to a global luxury icon was truly inspiring. While not all of my research made it into the final write-up, the process allowed me to understand the nuances of luxury branding and the unique challenges within this space. This deeper insight shaped my rebranding approach, giving me both clarity and confidence in my design decisions.
CHANEL
Chanel is a globally renowned luxury fashion house that originated in France. Founded by Gabrielle Coco Chanel in the early 20th century, Chanel has become widely associated with grace, refinement, and innovation within the fashion landscape.
MONTH 1-3
MONTH 4
MONTH 5
MONTH 6
MONTH 7
MONTH 8
MONTH 9
MONTH 10
MONTH 11
MONTH 12
MONTHS 13 - 15
MONTHS 16 - 18
'INFINITY COLLECTION'
Rebrand
BRAND VISION
BRAND VISION
BRAND COLORS
NEW LOGO DESIGN
INCORRECT LOGO USAGE
BRAND TYPEFACES
Thinking & Reasoning
Pre-Launch
1] Teaser release
Title - Unveiling Chanel: A New Chapter Begins
Releasing a teaser ahead of the official rebrand launch is all about building excitement and anticipation among the audience. By this teaser the aim is to generate buzz and curiosity within the market. This would be useful for analysing how the audience reacts to it.
2] Date reveal for the new collection show
Official Rebrand Launch
The new logo will be revealed in the launch with exclusive products in the Chanel Collection Show. The name of the collection will be 'Infinity Collection' symbolising the new logo style.
1] Live Stream and Digital Engagement
Live streaming the fashion show, allowing global audiences to experience the event virtually. Encouraging digital engagement with hashtags and press releases with guests.
2] Invitations and Guest List
Inviting key stakeholders, industry influencers, celebrities, media representatives, and loyal customers.
Website Update
Implementing the new website design with the updated brand identity, logo, and brand values.
Social Media Engagement
Launching a social media campaign to highlight the new website and encouraging followers to explore the updated online experience. Monitoring website traffic and engagement metrics to measure the impact of the update.
Magazine Teasers & Collection Release in stores
1] Social Media Engagement
Releasing teaser images and behind-the-scenes footage of magazine shoots
featuring brand ambassadors and new Chanel products.
Generating buzz on social media with sneak peeks of the upcoming
magazine releases.
2] Officially launching Collection 1 for sale in stores
Magazine releases featuring the new collection
1] Digital Promotion
Using digital platforms of the magazines to amplify the reach of the editorial content. Share teasers and excerpts on social media, the brand's website, and email newsletters to drive traffic.
2] Press Outreach
Notifying press contacts and media outlets about the magazine features to generate additional buzz and coverage.
Collection 2 Release Teasers
Teaser release
Producing short teaser videos featuring snippets of the collection, behind-the scenes footage of the design process, or interviews with designers discussing the inspiration behind Collection 2. Sharing these videos on social media.
Collection Release 2 - Brand Storytelling
Introducing Collection Release 2 with a focus on storytelling, highlighting the inspiration behind the designs and the brand's mission.
Social Media Engagement
Sharing behind-the-scenes content on social media, showcasing the creative process and work behind the new collection. Using social media and website updates to reinforce the brand's values and mission statement.
Rebrand Story and Journey - YouTube video
The whole behind-the-scenes for the rebranding process will be captured in the video.
1] Social Media Engagement
Building anticipation on social media by sharing glimpses of the transformation and preparations for the new era of Chanel.
2] Promotion and Distribution
Promoting the YouTube video across various channels, including social media, email newsletters, and the brand's website. Encouraging followers to share the video with their networks to extend its reach and visibility.
Pop up store teasers
1] Visual Teasers on Social Media
2] Teaser Videos
Producing short teaser videos featuring behind-the-scenes footage of the popup store preparation, sneak peeks of exclusive products or experiences, or testimonials from brand ambassadors. Sharing these videos on social media.
3] Countdown Campaign
Launching a countdown campaign on social media platforms to build anticipation for the pop-up store opening. Sharing daily or weekly countdown posts with engaging content to keep followers excited.
4] Interactive Teasers
Creating interactive teasers to encourage audience engagement and participation. This could be polls, quizzes, or challenges related to the pop-up store theme or products.
5] Collaborations and Partnerships
Collaborating with local influencers, artists, or brands to amplify the teaser campaign and reach new audiences. Partnering with them to create cobranded teaser content or host joint giveaways to generate buzz.
6] Hashtag Campaign
Pop up store release
1] Grand Opening Ceremony
Conducting a ribbon-cutting ceremony or special unveiling moment to officially open the pop-up store to the public by a special Chanel Ambassador. Sharing the moments of the opening ceremony on social media and generating buzz.
2] In-store Experience
Creating an immersive and memorable experience for visitors to the pop-up store. Incorporating interactive elements, such as photo booths, product demonstrations and more to engage customers.
3] Limited Edition Releases
Launching exclusive or limited edition products or collections available only at the pop-up store to increase visits and drive sales.
4] Brand Ambassadors
Calling in brand ambassadors or influencers to attend the pop-up store opening and interact with customers.
5] Social Media Coverage
Providing live updates and behind-the-scenes content from the pop-up store opening on social media channels.
Chanel’s Journey - YT video teasers and video
This video will take the audience through Chanel's journey from the beginning to now, giving you a glimpse of the brand's roots as a way to wrap the rebranding campaign beautifully.
1] Social Media Promotion
For the teaser campaign with strategic social media promotion, including teaser posts, countdowns, and interactive engagements. Encouraging followers to share their excitement about the upcoming video using branded hashtags and mentions.
2] Promotion and Distribution of the video
Collection Releases and Continued Growth
Planning and executing the Collection Releases and subsequent releases according to the brand's seasonal schedule. Continuing to engage with the audience through various channels, including social media, email marketing, and events. Monitoring performance metrics and adjusting marketing strategies as needed for continued growth and success for the brand.
The 'Infinity Collection' unveiled at the rebrand launch fashion show is a special limited edition lineup that tells a unique story and introduces the brand's new logo meaning. It includes lipsticks, handbags, perfume, and clothing, each reflecting the essence of the brand's new logo.
This collection in the first phase of our rebrand launch campaign is very important, as it will be eagerly anticipated and closely scrutinized by everyone.
Named 'Infinity' because of its resemblance to the infinity symbol, this collection symbolizes continuity and limitless possibilities for the brand's future. I've explained the deeper meaning of the logo in the upcoming section of the rebrand process.
MOODBOARD
I created this moodboard with inspiration for the new logo process as well as for the look and feel of the rebranded Chanel.
Since Chanel is a women's brand, I was aiming for the brand to stand out even more in the luxury space. I wanted the brand to stay a luxury brand, but feel more to the bolder side of feminine identity rather than leaning solely towards elegance.
My rebrand vision was for Chanel to look, feel and scream 'BOLD' with the new design, making the audience lock eyes with the brand and never look away.
I wanted the brand to set a vision, which was not just for them but for every woman out there and empowering them to embrace their true selves with unwavering confidence and authenticity.
Embrace your true self: This goes against the idea of trying to meet impossible standards. The brand is celebrating individuality and authenticity. It's about empowering women to be themselves, unapologetically.
The new vision is crucial to the brand and its audience because it reflects a commitment to celebrating and uplifting women of all backgrounds to feel comfortable in their own skin and make them powerful enough to believe in their abilities.
The new brand vision might seem to revolve around women's empowerment but they take very different routes in defining the vision:
New Vision:
This updated vision reflects a step forward from the original, evolving to align with today's changing society. It emphasizes self-discovery and self-expression. It focuses on empowering women to be authentic, confident, and bold about their identity and choices. The emphasis is on personal growth and individual empowerment.
Old Vision:
This vision centers on the idea of women and girls having the freedom to make their own choices and determine their paths in life. It emphasizes breaking free from societal constraints and pursuing one's aspirations.
'Revolutionizing Luxury Standards' reflects a commitment to challenging traditional luxury norms of the brand and the market to set new benchmarks. It signals an innovative and forward-thinking approach to redefine what luxury means in today's world.
By becoming the premier choice for women everywhere the brand will emphasize inclusivity and accessibility, aiming to resonate with and empower women globally. It signifies a dedication to understanding and meeting the diverse needs and aspirations of women from different cultures and backgrounds.
Dark red is often associated with strength, passion, and elegance. Paired with black creates a dynamic and elegant contrast, evoking a sense of power and refinement. This sophisticated combination conveys strength and luxury, making it a perfect choice for my rebrand seeking a bold and distinguished identity.
Adding white as a tertiary color to the brand palette serves as a neutral background that helps emphasize and highlight other colors and elements in the design. It focuses on enhancing visual contrast and making the overall aesthetic more appealing.
LOGO & TYPEFACE
TONE OF VOICE
BRAND VALUES
REBRANDED PRODUCTS
The logomark should not be placed beside the logotype, nor should it be larger than the logotype itself.
The white logo should not be used against the red but only black.
For the logomark, I wanted to design something with a deeper meaning while keeping the look bold, beautiful and most importantly feminine.
The final design features two hands reaching out to each other, symbolizing support and trust, while forming an infinity symbol with two 'C's representing Coco Chanel. The two hands symbolize women supporting each other and also represent the relationship between the brand and its audience. Infinity symbolizes endless possibilities, suggesting that the brand offers a wide range of products or experiences that cater to diverse tastes and preferences of women.
The typeface I chose for the logotype adds a personalized touch and feeling to the brand, closely resembling Coco Chanel's handwriting. Paying tribute to the brand's rich heritage while celebrating the exciting new phase of the rebrand.
As opposed to Chanel's actual tone, I wanted the brand to sound more loud and engaging. Making women feel confident in approaching the brand and even more empowered after owning their products.
In this rebrand I've emphasized on boldness and self-discovery, therefore 'Fearless' and 'Originality' are incorporated to the brand values.
Respect as a value sends a powerful message that honoring others is a fundamental aspect of life, regardless of any differences or circumstances.
Marketing
It was quite challenging for me to create mockups for the Chanel handbags, so I utilized AI to generate mockups that would help convey my ideas for incorporating the new logo into the designs.
THIS CONCLUDES THE REBRANDING PROCESS.
MAGAZINE ADVERTS
These magazine adverts will be released monthly in various high-profile magazines, both physical and digital, following the rebrand launch. To illustrate the digital approach, I created a mockup featuring the magazine adverts displayed on a tablet. The adverts will market the newly designed products, including limited editions, and increase awareness about the rebrand over time.
In the luxury and fashion industry, magazine adverts are essential for raising brand awareness, creating an exclusive feel, and connecting with the consumers. They showcase products in a visually appealing way and tell compelling brand stories, shaping consumer perceptions and sparking desire for luxury goods.
These magazine adverts will be released monthly in various high-profile magazines, both physical and digital, following the rebrand launch. To illustrate the digital approach, I created a mockup featuring the magazine adverts displayed on a tablet. The adverts will market the newly designed products, including limited editions, and increase awareness about the rebrand over time.
In the luxury and fashion industry, magazine adverts are essential for raising brand awareness, creating an exclusive feel, and connecting with the consumers. They showcase products in a visually appealing way and tell compelling brand stories, shaping consumer perceptions and sparking desire for luxury goods.
SOCIAL MEDIA MOCKUPS
I revamped the brand's website to show off the new colors and feature their latest collections in a fresh way. While I changed up how they present their latest collections, I made sure to keep the website easy to use, just like before. Customers will still find it familiar and straightforward to navigate around and explore everything Chanel has to offer.
Additionally, I created mockups for both laptop and mobile screens to demonstrate the website's responsiveness across different devices. This ensures that users will have a seamless experience regardless of the device they use to access our website.
I used some assistance from a friend who works in the film industry to enhance my draft into a more refined and engaging script by improving the choice of words and enhancing its overall quality.
ADVERT 1
NEW WEBSITE MOCKUP
I initially had some doubts about which merchandise would best represent a luxury brand, but I independently selected and included these designs for specific reasons. These items are important ways to show off the new brand identity and connect with customers in more personal ways.
The cosmetic cases are perfect for storing Chanel beauty essentials. Watch cases play a crucial role in the shopping experience and are especially impactful when used for gifting. Blush powder packaging is designed to showcase the charm of the rebrand, enhancing the allure of Chanel cosmetics. Clothing tags, although not immediately visible, are an essential part of our apparel. Finally, the shopping bags serve as mobile advertisements, extending our brand's reach and leaving a lasting impression.
MERCHANDISE MOCKUPS
The idea behind this advert script is to create an air of mystery before the rebrand launch. The use of symbolism, such as the old Chanel logo flickering and freezing, hints at a transformation or revelation. The shattered glass effect and the message "Secret out soon!" build excitement and curiosity among viewers, leaving them eager to uncover what's to come.
Overall, this advert script aims to create suspense and anticipation, teasing the rebrand launch and setting the stage for an exciting unveiling of the new brand identity.
ADVERT SCRIPTS
ADVERT 2
The idea behind this advert script is to showcase the evolution and elegance of Chanel's new infinity collection following the rebrand launch.
The script incorporates comments from the audience, capturing their thoughts and reactions to the new designs showcased in the advert to create influence on the viewers. Additionally, this advert aims to generate excitement and anticipation for the new infinity collection before its release in Chanel showrooms and stores.
Overall, this is aimed to build excitement, generate buzz, and create a sense of anticipation among viewers, inviting them to be part of Chanel's bold new chapter in luxury fashion.
Thank you for taking the time to explore my Chanel rebranding project. If you’re curious to learn more about the research, thought process, and strategy behind this redesign, feel free to check out the full project report linked above. Your interest and time truly mean the world—merci! 😊