Author: Jiaqi Su

For our group’s Fashion Wheel project, I was in charge of designing a thematic image on ‘Street Bro’, focusing on British teenagers’ fashion trends and lifestyles. Based on my research on British teenage stereotypes, I created an image of the ‘Street Bro’ that fits everyday fashion trends, showing their typical cultural symbols and consumption habits.

The design of the tote bag is based on my observation and understanding of contemporary British teenage fashion items. For example, the Tesco Meal Deal, which is affordable and almost a daily necessity, symbolises the culture of convenience; disposable e-cigarettes (vape), which are popular amongst teenagers due to social media and peer influence; and tobacco products, which some teenagers are environmentally driven to try, have all become inspirations for the design of the tote bag, reflecting the realities of this generation’s lifestyles.

To better target this group, I used Mintel Interactive databases to analyse the consumption behaviour of teenagers in the UK. The study showed that around 72% of teenagers’ spending is on snacks, which helped me to capture their spending priorities. I combined popular snacks in UK supermarkets, such as small, easy-to-carry packets of crisps and the popular energy drinks mentioned in the Statista (2022) report. I incorporated these elements into the tote bag design to make it more relevant to the target group’s lifestyle scenarios and consumption preferences.

This design not only reflects a grasp of fashion trends but also closely integrates lifestyle, pop culture, and brand design through observation and data analysis. The tote bag is not only a decorative item but also a carrier for young people to express their identity and cultural recognition. This approach to designing with an in-depth understanding of the target group has also given me a deeper understanding of how brands can resonate with consumers through details.

Statista (2022). Energy drinks brand awareness KPI ranking UK 2022. [online] Statista. Available at: https://www.statista.com/statistics/1342770/most-well-known-energy-drinks-in-the-uk/.

Our group arrived at Savoy Street by bus from Elephant and Castle and then walked about three minutes to the Savoy Hotel. Upon arrival, we were impressed by the hotel’s excellent security system and service. Staff everywhere were enthusiastically helping guests with their luggage, making one feel unobtrusively cared for.

Upon entering the hotel, we realised that Savoy had crafted almost every detail to convey a brand experience of luxury and class. First and foremost is the hotel’s attention to fragrance. The choice of scents is distinctive in different areas. All five of us noticed that the smell in the lobby was warm and elegant, while the communal bathrooms were more fresh and clean. Avinav and I focused on exploring the hotel’s bathrooms and bar. In the public bathrooms, we immediately felt the ambience of meticulous elegance. The hand soap and hand cream on the sinks are all Savoy’s brand, reflecting the quest for brand consistency. The continued use of towels as hand dryers in the bathrooms not only pays homage to tradition and elegance but also highlights the hotel’s concern for the environment and comfort.

We then met up with Joao and Mohamadreza to experience American Bar, where the branding is designed with stunning detail. The bar’s coasters, emblazoned with Savoy’s iconic logo, are simple yet ornate, showcasing the elegance of a centuries-old heritage. The menu, on the other hand, is a clever blend of illustrations and the brand’s logo, combining classic and modernity. Each illustration and letter has been carefully crafted to echo the hotel’s rich history and artistic taste. The Savoy’s brand image is not just a symbol in these designs, but a time-honoured memory and a symbol of refined living.

Through these details, Savoy has elevated its branding to the level of art, so that every guest can inadvertently feel its ultimate pursuit of quality and experience. It is this dedication to detail that makes the Savoy not just a place to stay, but a journey steeped in beauty and elegance.

Through these details, The Savoy elevates branding to the level of art, allowing every guest to feel the hotel’s unique pursuit of quality and experience in the smallest details. This detail-oriented branding strategy makes the Savoy not just a place to stay, but a journey immersed in beauty and elegance. My trip to Savoy also gave me a deeper understanding of brand design – focusing on the user experience, combined with exquisite design details, is a key ingredient to a brand’s success.

In the magical city of London, there is a 33-year-old brand designer, me. Four years ago, I came to this city with a dream and curiosity to study. In the course “Branding and Graphic Brand Identity”, it was like opening the door to an unknown world. I remember in one of the studies I read, “What Is Brand Design And Why Is It Important? eye-catching, it’s an emotional link that connects your values to a like-minded audience” (Noel, 2022). What I learned in these classes flickered in my mind like magic.

Today, I’m part of a design agency in London and have been given a brand new assignment – to create a logo for a food brand that celebrates naturalness. As I sit at my desk, my thoughts go back to the sustainable design concepts I talked about in class. How could I make this brand more than just superficial packaging, but truly reflect a commitment to the environment? I remembered the concept mentioned in the study “Get Your Green On Sustainability as a Branding Strategy”: combining the spirit of brand design with sustainability, while injecting the soul of sustainability into the brand’s image, also attracts more environmentally-conscious potential customers “ (Activate)

So I chose warm greens and earthy yellows to symbolize the cycles and bounty of nature. Simple motifs gradually emerged, with which I hoped to make future printings more eco-friendly and adapt the logo to different scenarios, from table wrapping to online promotions, to convey the brand’s sincerity.

As night fell, I looked at the finished design with joy in my heart. It was not just a brand logo, but a culmination of my learning and growth in London. I walked out of the office, the hazy streetlights in the fog illuminating the way home, and continued on my way to London with the anticipation of new adventures ahead.

Noel, M. (2022). What Is Brand Design And Why Is It Important? [online] Studio Noel. Available at: https://studionoel.co.uk/what-is-brand-design.

Activate. (n.d.). Eco-Branding: Green Values via Design | Activate Design. [online] Available at: https://www.activate.co.nz/Blog/Sustainability-as-a-Branding-Strategy-Communicating-Environmental-Values-through-Graphic-Design/.

I visited Marks & Spencer (M&S) this week and was impressed by their use of colour psychology and their strategy of seasonal limited edition merchandise, M&S bedding displays are mostly in low saturated colours such as soft greys, beiges and light blues.

These colours are in line with the concept of ‘soothing tones’ in colour psychology, which conveys an atmosphere of tranquillity and comfort and helps to remind consumers of the warmth and relaxation of home. The choice of colours is designed to give shoppers a calm and pleasant experience, in line with M&S’s image as a mid-range to high-end supermarket.

In addition to this, M&S launches limited edition products for each season. For example, in winter, heavy knitted blankets and bedding with dark green and burgundy colours echo the warmth and festive atmosphere of the winter holidays. In summer, on the other hand, light-coloured linen and cotton items are preferred to bring a cool feeling. This kind of product update according to seasons not only makes customers feel fresh but also makes M&S display more dynamic and caters to consumers’ seasonal needs.

Through observation and recording, I felt that M&S attaches great importance to the delicate feelings of consumer psychology, and cleverly conveys the brand’s sense of elegance, comfort and fashion through the changes of colours and seasonal goods.