As the Old Navy Dog Supply project (shown in the previous post) started to wrap up, exploration began on refreshing the branding for Old Navy denim. At the time, various styles and cuts of jeans each had their own branded look. The goal was to create a denim "store-in-store" including men's and women's sections. All jeans would have a consistent branded look and an easy to use system to quickly identify the gender, cut, style, and size.
I generated design explorations for this labeling system. The ones I'm showing you here were not chosen but are solutions I still have a fondness for.
The Belt Tag: This concept picks up on some of the style attributes of the Dog Supply branding through the use of typography. Every cut and style is clearly legible and color coded with men and women's palettes. The "belt" folding format of the tag allows for use of both sides of the tag, reducing the need for additional size labels. Like I said they didn't go for this one, but I love it.
Trompe L'oeil Tags: A very different concept just to show the range of exploration. This one plays to Old Navy's playful persona and slight retro quality. As you can see, the concept features the clothes pin as a uniting visual element with more distinct style variation in color and typography between men and women.
©2006, 2010 Richard Manville
