"Built to Last": an appropriate tagline for this company. Rovira is a pseudo-clothing store that elevates men's self-worth and quality of life through its premium merchandise.
Before designing anything, it's imperative to identity the audience. This is typically done through research and strategy sessions with the client, using existing and/or potential information to craft personas based on what's gathered. For this project (since the brand is fictitious), I crafted three consumer profiles that best fit the market demographic I wanted to appeal to: male millennials between the ages of 26-40 in major cities with income above-average income (> $80,000) [in short].
After doing some market research, I turned my focus to Rovira's brand assets, focusing on the logo. I had previously created a style scape [not depicted] with various images, fonts, and colors that helped create an aura that I could focus on when designing.
The word "Rovira" is a Spanish surname that means "Oak Grove". This also served as inspiration when designing the brand. Using an actual Mediterranean oak tree for inspiration, I created the icon for the Rovira.
I chose a serif-based font to pair with the icon to serve as the mark(s) for the company. The font was adapted to be completely individualized to Rovira.
From there, I focused on the brand's color palette. A company's color scheme must be curated carefully, as it has been proven to directly affect a consumer's emotions and the feelings they associate with a brand (outside of its actions). I wanted the brand to feel premium and mature, in addition to creating a sense of heritage. As a result, I chose the following palette above.
Typography is another essential component to well-thought-out identity. Each typeface has unique characteristics that sets the tone for the overall look and feel of the company. Those traits must be kept in mind when selected additional fonts that are to work in harmony. After a in-depth review, the typefaces above were chosen.
And with that, Rovira (as it is displayed) was born: a fictitious brand with the potential to make a physical debut in the men's fashion industry.
