Wednesday, 16 October 2013


I am focusing my target audience at females within the age range of 16-25. I feel my audience would be interested in print and design as well as fashion, as these two are commonly linked more often in the present day. Many brands are trying to focus at a target audience such as the same demographic that I am, and show this through colour, type, print processes and finishes, binding folding and stock choices.

Below are examples of feminine graphic design, mainly fashion and make-up brands These examples show how the above has been applied to print for design within a commercial yet trend focused (primarily) fashion and beauty industry. 

The above is a promotion pack. Aesthetically it features geometry and shape, with pastels and black. These design elements are currently on trend within the graphics, print and fashion industries.

Topshop features very specific, yet playful and feminine branding. Their editorials, publication, packaging, art direction and advertising are all designed and co ordinated by London-based Graphic Designer Gabriel Stokes. Overtime she has built a strong identity for the branding and promotional materials associated with the fashions often correlating with print and pattern.

Gabriel Stokes has put these posters and design elements together in a very feminine manner. To the left is a Topshop storage frame which has been filled with leaflets, postcards and CDs. The colour palette remains feminine, and light with uses of digital printing. I really like the way the work here is presented and photographed, again enhancing the audience it is targeted at. 

Feminine colour palette and type used above for an invitation/thank you card, with novelty gifts such as drinks coasters.

Strong, bold, feminine type and imagery. The natural aesthetic and simplicity leave a beauty in minimal design. 

Stokes has taken a different approach to designing Topshop cosmetics packaging with a hand rendered aesthetic and type, over a slight textured background. I really love the use of type against subtle colour. The image shows the packaging for two different packages. Very feminine and digitally printed with hand rendered design elements.

I love the who concept shown above. The use of two colours plus stock is amazing with a unique folding process, which is displayed and can be easily replicated. The contrast between the fluorescent pink and the kraft paper stock is really girly and fun. Several different printing processes have also been used.

A very feminine invitation with a tonal pink and dark grey colour scheme.  The pattern chosen is also very feminine. It has been printed digitally using ink jet or laser processes.

Benefit cosmetics have a very strong female brand identity. The use of a chic rounded serif font with a sans serif sub title is very girly and is obvious that it is a logo for a female brand. The italicised 'f' also adds a luxury and feminine touch.

The design work for their products and promotional/editorial work is designed by San Francisco based designer Liz Samano.

Strong use of colour scheme and scripted, contemporary fonts are used depending on the product.

I really like this use of packaging and think this concept would be amazing to store acrylic paints in for screen printing as part of my info-pack playing on the female audience I'm aiming for whilst incorporating the feeling of gifts.

Fold out information card. Concertina fold.

Pearlescent paper and metallic inks have been used to emphasise colour and print on this product packaging by Benefit.

Above are a set of booklets aimed at a female audience, explaining the Bauhaus and Modernism. They are female orientated due to the rich pink/purple colour scheme used. I also like the use of metal fastenings to bind giving a more professional, sleek and edgy finish as well as the use of translucent stock building a barrier between two pages.
Also features a use of geometry and shape. Printed in with black ink (1 colour) and stock allowing for cheaper production in mass.

Above is an advertisement for Topshop through CS Magazine. Gabriel Stokes has stuck to the feminine colour palette of pastel pink and blue, with a variety of type - serif and sans serif creating a formal, yet casual approach to targeting their audience. 

I chose to add this image due to the art direction of photography and the illustrations used on the packaging. This would be a really good idea, to photograph inks and paints etc as the nail varnishes are above.

Experimental branding for a specific collection at Topshop - New Mod.

Handrendered, playful take on advertising for topshop, with graffiti style type and illustration. A very girly colour palette is consistently being used throughout Topshop's branding for women.

This packaging is targeted at a female audience due to the bright colour touches, and type choices as well as flavours of milk that are being sold. The pink and turquoise highlights are appealing to a young, female orientated audience.

The above images show a scrapbook/collage style notebook which is shabby chic, vintage, colourful, hand rendered, digital, pastel colour themed and eclectic. I really like the aesthetic choices. Type, colour and image make this publication predominantly female based when it comes to targeting an audience. 

This a more editiorial piece of design work from the Topshop team. I thought this was a good example of layout and grid structure. There is a minimal grid structure in use, with bold headliners and subtitles mixed with a neutral and pastel colour scheme. Slight collage aesthetic with a modern twist.

I have chosen to include the following few images from Topshop's branding of their gift cards and packaging. They use a very simple card fold-out construction to hold their gift cards (shown below) with a simple foiled bow in different colours. Each bow is too enhance the concept of a present of gift, i.e. gift card. I really love the simplicity behind the design and finishing processes, as well as the overall aesthetic.

Close-up showing the folding process of the gift card packaging. Fluorescent gift cards also used to correlate with the foiling on the exterior. 

In 2012, Topshop released a limited edition make-up collection by designer Louise Grey. The packaging was representative of the designer and her aesthetic style as well as keeping in-line with the feminine branding Topshop uses. This is a simple card package for a blusher, which can be seen inside with lime green and gold foil on the plastic casing. The outside has been die cut and foiled in geometric shapes to perhaps resemble a snow flake or similar object. The foil against the lime green/yellow card adds a classiness and edginess to the packaging, with an extra luxurious feel.

Again Benefit use colour, print, shape and type to allow their packaging and branding to appeal to a female audience. This can be especially seen above, with stereotypical colours and prints being chosen - pink and white polkadots.

Two colours plus stock have been used here, plus purely Magenta based images to again appeal to a female audience along with the script typography.

This Kate Moss for Topshop fold out set of postcards is from the A/W collection 2010. Each postcard folds out with a perforated edge, an info card, and a translucent belly band. I love the simplicity of this piece of design especially with the use of monochrome. The type and image appeals to females but at a darker, more wintery time of year. This is associated through aesthetics.

Concertina fold with perforated edges (shown below). The very left page acts as a fold-over as the cover.

Each postcard comes off separately and leaves the info card as a standalone piece of design.

This a complete set of packaging which has been heavily foiled in different golds/bronzes laying in a very Art Deco style aesthetic. Die-cuts are used again to show through to the product packaging inside. I love the rich simple colour palette, and the hand rendered type for each package which has been originally drawn with what looks to be eyeliner.

Simple layout and grid with orange based images.

Simple, yet slightly collaged layout with minimal sans serif type choices.

2013 Online Zine for Topshop. Heavily illustrated and collaged with type and image. A digital zine was also reproduced in A4 format.

Die-cut and foiled packaging.

Die-cut and foiled packaging above and below, by Topshop. I really like the combination of the two and this could be a good idea to experiment with for my info-pack and the gift packaging.

Hand rendered and digitally designed poster for Topshop. I really like the type choices and how the photography has been done to show the contents of the make-up as well as the packaging. Again shown below in a minimal colour scheme, collage influenced poster for their make-up brand.

Double-sided leaflets and postcards with information on the reverse. Different formats and scales used, with digital type and imagery. 

Foiled information pack/look book inside a white envelope with stickers on opposed to printed type/imagery.

Close-up of silver foil type for 'Topshop Unique' collection. I think the colour scheme, type and foiling create a very expensive and luxurious feel to the reader.

The containing info book/look book folds out into an A2 poster, with additional imagery and information on the runway show.

Black bubble wrap packaging with a gold Topshop sticker, opposed to printing onto a plastic surface. A very different and unusual way of packaging, however looks like a parcel or package which would be delivered to your house, with the topshop website sticker, insinuating it's a delivery.

Contents of the package.

Part of the contents is a double sided poster; one side showing the collection and the other showing the a-z of Topshop. I really like the fun, novelty side of this idea so would like to adapt this to the a-z of type for my info-pack.