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CANNA is office womenswear with a fusion of edgy and classy styles. Our target market is women who are living their best life in the carrier world aged between 25-31 years old. Our brand is a bridge market-level brand.
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OUR STORY
Appearance for some people is crucial, it’s the first judgment of people towards you, especially for carrier women. However, plus-size women, are frustrated with achieving the style that they want. They can’t find the right sizing of the style they want leading them to insecurities because they are not confident about how to present themselves. It’s a consequence of the social norm where society creates a standard of body judgment of women that are considered beautiful and it is reflected in the fashion world where many companies use slender models and not many shops that sells big size clothing. Research said 81% of plus-size women would spend more if there were more options in their size and 88% said they would buy more if there were trendier options. That’s why we are here to provide women with the right sizing for plus-size women and we want to empower women to be strong and self-loving regardless of society’s norms. Be confident and proud of the way they are.
"Live life like you are the center of attention and be proud of yourself."
VISION
Empower women to be independent and strong. We want plus-size women to be confident in themselves by expressing just the way they are free without thinking of other people’s judgment. To be a brand known for its comfortable plus sizing.
We also want to help the world to be sustainable to reduce pollution by recycling and reusing the waste while maintaining high quality.
MISSION
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Creating comfortable and stylish yet functional clothes with innovation and creativity.
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Aim to reach all women around the world.
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Our goal is to use biodegradable items and using recycle fabric into high-quality items to be a sustainable company.
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Employing plus size women to use their voice to grow the brand
ESSENCE
to be fashionable and beautiful regardless of plus size.
to look powerful and confident.
TARGET MARKET
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Our target market is Millenials who are ranged between aged 25-31 years old. They are working white-collared jobs like managers of communication companies. Have an income of S$ 2,500- 5,000. They lived in the central area, they like shopping, drinking coffee, reading a business book, and after working hours they like to go to a cafe or bar to hangout with colleagues and friends. They are strong-willed people, wise, calm, and adventurous.
BRAND IDENTITY
Logo
Our brand logo concept was taken from a flower CANNA Lily representing glorious and magnificent beauty. It’s like the flower of fire that burns beautifully. From there we were inspired to take the logo from CANNA because we want our brand to tell women that their body is beautiful regardless of what people say and empower women to bring the glory of success to themselves with confidence and passion.
Logo on black and white background
Logotype
Logo & Favicons
COLOUR PALETTE
Pantone Black 6 C
Pantone 123 C
Pantone 000 C
TYPEFACE
Primary Font
Bell MT
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Secondary Font
Bell MT
ABCDEFGHIJKLMNOPQRSTUVWXYZ
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Back
Front
Back
Envelope
Front
Back
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Packaging
BUSINESS PAPERS
Business Card
Hangtag
Front
BUSINESS TOUCHPOINTS
Posters
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Website
Campaign
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