Thoroughly British is an online marketplace for highly curated fashion and accessories. In order to be invited to sell on the site, seller have to be committed to manufacturing within Great Britain. Thoroughly British will need to appeal the more up-market customer who is willing to pay more for their clothes and is expecting a lot in return. Based on the market research findings, the Thoroughly British customer will fit in one or many of the following five categories:
- The design and fashion interested customer who is interested in new and exciting designers and doesn’t want to wear what everyone else wears;
- The ‘ethical’ customer who is interested in the provenance of products and wants to support British manufacturing industry;
- The customer who wants great quality;
- The customer who wants the heritage and provenance of the products.
- The customer who wants their clothes to be a ‘talking point’.
The logotype and the website needs to reflect the brand and the type of customer that we are trying to attract.
The logo needs to feel heritage (both the ‘traditional’ heritage - tweed, the Queen, red phone boxes and the heritage of Britain as a world centre of fashion and trends). It needs to be contemporary and display, class and great design.
At the same time we need to keep it simple and perhaps make it so that the name and the logo can be used separately. If the logo can be simplified so that it can be put on a stamp and business cards that would be good.