2024 | Presentation
CONTENTS
01
02
03
05
04
BRAND STRATEGY
VISUAL IDENTITY
STATIONERY
PACKAGING
MEDIA & MARKETING
CYMBAL
BRAND STRATEGY
BRAND POSITIONING
RELEVANCE
AUTHENTICITY
CONTRAST
Gentle Monster seamlessly integrates itself into pop culture by cultivating a dynamic social media presence and collaborating with high-profile celebrities. By aligning with trendsetters and leveraging platforms that resonate with global audiences, the brand consistently stays at the forefront of modern fashion. This ensures that it is not just an eyewear brand but a cultural icon embraced by a diverse, style-conscious community.
The brand's authenticity is rooted in its commitment to quality and originality. Gentle Monster utilizes verifiable high-end materials and employs a team of in-house designers who craft exclusive, handcrafted eyewear. Each pair reflects meticulous attention to detail, ensuring a product that is both luxurious and unique. Backed by large conglomerates in the high-fashion industry, Gentle Monster stands as a beacon of credibility and excellence in eyewear, combining artistic innovation with tangible craftsmanship.
Gentle Monster stands apart from other brands by offering immersive, art gallery-inspired retail environments that transcend traditional shopping spaces, seamlessly merging commerce with creativity. Its eyewear designs cater specifically to Asian facial features, an often-overlooked demographic in the luxury eyewear market, while maintaining a universal appeal with unisex frames. Additionally, the brand’s unconventional packaging designs elevate the unboxing experience into an art form, reflecting its dedication to innovation and a bold reimagination of what eyewear can represent.
TARGET AUDIENCE
CUSTOMER PERSONAS
LIGHT LIOU
AVIOC AOPAV
Social media influencer on major platforms (TikTok. Instagram, X). Posts a lot of fashion content, usually high-brand and avant-garde styles.
Frequently posts on social media, but not an influencer. Wears a lot of high-end streetwear and lives in an urban environment.
The Gentle Monster rebrand is tailored for a diverse and progressive audience, spanning from Gen Z to Millennials of all genders. This demographic values inclusivity and self-expression, reflecting a global shift towards individuality and creativity.
These individuals seek brands that resonate with their forward-thinking values and embrace products that make bold, personal statements.
CYMBAL
PRODUCT OVERVIEW
VISUAL IDENTITY
APPROACH
ESTABLISHING THE GENERAL STYLE
The general style should reflect the unique and playful styles of the glasses while still upholding the luxurious and high-end status of the company’s consumer base. The main focus of the style should help enhance and draw the attention to the glasses.
COLORS
AND THEIR USAGES
BLACK
WHITE
CHROME
To keep with the more sleek and cutting edge look of Gentle Monster’s branding, we reduced the palette to only black and white as well as chrome for specific �areas like packaging, glasses designs, etc.
Use of other colors are not acceptable
#000000
#ffffffff
Primary
TYPOGRAPHY
Secondary
TYPE USAGE
HIERARCHY
Stratos Medium
All Caps
Stratos Bold
All Caps
Arial Regular
Sentence Caps
Typefaces reflect the brand’s voice by balancing bold headers for emphasis, clean subheaders for organization, and legible body text for accessibility. Together, they enhance communication and visual flow.
Use of other typefaces are not acceptable
LOGO
IDEOLOGY AND ACHIEVEMENTS
Gentle_Monster > Logo > Icon > Chrome
The goal of the Gentle Monster logo redesign was to unify the brand's identity while maintaining its bold, avant-garde identity. The new design aimed to reflect the company's commitment to innovation and high fashion, while simultaneously reflecting the brand’s name and core values. This aligns with its reputation for blending art and eyewear.
The refreshed logo features clean, minimalistic elements, enhancing its versatility across various platforms and products. The redesign successfully reinvents the brand's image by balancing sophistication with a touch of playfulness, ensuring it resonates with a global, style-conscious audience. It aims to strengthen the brand's position as a leader in luxury eyewear and design.
X - INDICATOR
ICON
VERTICAL
HORIZONTAL
Gentle_Monster > Logo > �Icon > Flat > White
Gentle_Monster > Logo > �Icon > Flat > Black
Gentle_Monster > Logo > �Full_Vertical > White
Gentle_Monster > Logo > �Full_Vertical > Black
Gentle_Monster > Logo > �Full_Horizontal > White
Gentle_Monster > Logo > �Full_Horizontal > Black
This is our primary logo lockup and should be prioritized over the other lockup versions.
This lockup is a solution for more narrow spaces where branding
is still a necessity.
The use of our icon as an individual lockup is reserved only for pictorial or decorative instances.
LOGO
CLEAR SPACE
Horizontal
Vertical
NOT ACCEPTABLE
LOGO USAGE
Stretching Logo
Rotating Logo
Change Logo Opacity
Flipping Logo
Cut off Logo
Use colors outside of brand guide
CYMBAL
PRODUCT OVERVIEW
STATIONERY
LETTERHEADS
ENVELOPES
BUSINESS CARDS
Business cards follow the minimalistic approach of the brand with the logo in chrome on the front and informations on the back. There is some empty space on the backside to allow note taking as well.
Letterheads feature the logotype version on the top right corner, and although this design is more toned down, the logo in the background helps keep the playful side of Gentle Monster.
Envelopes feature the wordmark version of the logo with a playful chromatic line across the letters while still leaving space for important information to be written or printed onto the envelopes. The backside has the logo in chrome and the keywords that Gentle Monster offers
Gentle_Monster > Stationery > Business_Cards
Gentle_Monster > Stationery > Letterheads
Gentle_Monster > Stationery > Envelopes
CATALOG ENVELOPES
SKETCHBOOKS
NOTEBOOKS
Our notebooks were designed with a blank cover �and the logotype embellished in silver. This would allow employees and customers to decorate and �show their creative freedom.
Similar to our envelope design, catalog envelopes �are designed to be simple, with the brand catalog within them being the content that stands out.
Sketchbook designs share the same idea with notebooks with the added chromatic design on the cover to match its more artistic use. They can be �used for both employees and customers
Gentle_Monster > Stationery > Catalog_Envelopes
Gentle_Monster > Stationery > Notebooks
Gentle_Monster > Stationery > Sketchbooks
EMPLOYEE BADGES
STICKERS
LANYARDS
Lanyards were designed to incorporate a more playful side by utilizing three new patterns inspired by Gentle Monster’s new icon. A lanyard is provided to employees for their badge.They can also be purchased by consumers.
The new badges are meant to be both eye-catching and simple to allow for clear communications of the employee’s information.
Stickers are fun collectibles while also serving as a passive forms of marketing. The more that stickers are used, the more exposure Gentle Monster gets. Each sticker features the new icon.
Gentle_Monster > Stationery > Employee_Badges
Gentle_Monster > Stationery > Lanyards
Gentle_Monster > Stationery > Stickers
CYMBAL
PRODUCT OVERVIEW
PACKAGING
CASES
Eyewear case with a modern chrome-like �finish, offering a stylish and protective solution �for safeguarding Gentle Monster eyewear �from scratches and impact.
Gentle_Monster > Packaging > Cases > Interior
Gentle_Monster > Packaging > Cases > Outer_Rounded
Gentle_Monster > Packaging > Cases > Outer_Rectangle
CLOTHS
Variations of a microfiber cloth made for �cleaning glasses, removing smudges and �dust without scratching. It's lightweight, �reusable, and easy to carry around.
Gentle_Monster > Packaging > Cloths
STORE BAGS
A simple, branded store bag designed to �carry customers' purchases, offering a practical �and stylish solution for easy transport while showcasing the store’s identity.
Gentle_Monster > Packaging > Bags > Store_Bags
Gentle_Monster > Packaging > Bags > Store_Bags
Gentle_Monster > Packaging > Bags > Store_Box
RIBBONS
Packaging wrapped in a ribbon with customized patterns, designed for special occasions. This elegant presentation adds a personal touch, making it ideal �for gifting or exclusive events.
Gentle_Monster > Packaging > Ribbons > Chrome_Logo_Pattern
Gentle_Monster > Packaging > �Ribbons > Chrome_Logo_Pattern
Gentle_Monster > Packaging > �Ribbons > Horizontal_Logo_Pattern
Gentle_Monster > Packaging > �Ribbons > Black_Logo_Pattern
CYMBAL
PRODUCT OVERVIEW
MEDIA & MARKETING
PRINT MARKETING
DESIGN STRATEGY
Gentle Monster's print marketing guidelines should focus on maintaining a refined, sophisticated aesthetic that highlights the brand’s avant-garde identity. Imagery should be high-quality, visually bold, and aligned with the brand's fusion of fashion, art, and innovation.
Print materials must reflect the minimal yet striking design of the eyewear collections and collaborations, using clean layouts and carefully chosen typography. The tone should be aspirational and artistic, reinforcing the brand's commitment to reshaping the eyewear experience while remaining consistent across all printed materials
Gentle_Monster > Marketing > Print_Materials > Billboards > Train_Station
Gentle_Monster > Marketing > Print_Materials > Billboards > Train_Station
Create bold visuals and minimalist layouts
Follow developed style and artistic direction
Emphasize key brand fundamentals
SOCIAL MEDIA
CREATING POSTS
Gentle Monster's social media guidelines should emphasize a consistent, sophisticated brand voice that reflects its avant-garde identity. Content must showcase high-quality, visually striking imagery of eyewear collections and collaborations, blending fashion, art, and technology.
Posts should engage a global audience with an aspirational yet approachable tone, using interactive content and thoughtful responses to build community. Consistent messaging across platforms is key to maintaining the brand's sleek, minimal aesthetic while reshaping the eyewear experience.
Gentle_Monster > Marketing > Digital_Materials > Social_Media > IG_Story_Post
Gentle_Monster > Marketing > Digital_Materials > Social_Media > IG_Story_Post
CATALOG
FEATURED PRODUCTS
The Gentle Monster Atlanta Pop Up Catalog features high-end editorial photography of our target audience wearing the products that will be sold at the event. The catalog goes into detail for each product including specs, material, and the inspiration behind it’s design. The design of the catalog itself is meant to reflect the brand refresh with edgy yet minimalist styles, sporting the new brand colors, logo and typefaces.
Gentle_Monster > Marketing > Print_Materials > Catalog > Cover
Gentle_Monster > Marketing > Print_Materials > Catalog > Spreads
MOTION GRAPHICS
DESIGN STRATEGY
Gentle_Monster > Marketing > Motion_Graphics > Horizontal_Motion
The motion graphics of Gentle Monster must reflect the minimalism with the information being simple and straight to the point. Graphics should strive to go beyond the barriers of the screens, keeping with the brand’s playful, artistic and immersive nature.
Gentle_Monster > Marketing > Motion_Graphics > Vertical_Motion
Gentle_Monster > Marketing > Motion_Graphics > Anamorphic_Motion
WEB DESIGN
DESIGN STRATEGY
The web design of Gentle Monster should embody a seamless blend of sophistication and avant-garde creativity, echoing the brand’s innovative identity. The digital experience should prioritize visually striking and high-quality imagery, with interactive elements that elevate the brand's unique fusion of fashion, art, and technology.
Web layouts should be minimalist yet captivating, emphasizing the bold designs of eyewear collections. The tone of the site should be aspirational and immersive, offering an artistic digital journey that redefines the eyewear shopping experience. Every element, from navigation to content, should reinforce the brand's commitment to innovation and its distinctive aesthetic, ensuring consistency across all interfaces.
Gentle_Monster > Marketing > Web_Design > gentlemonster.com/us/stories/atlshop/private
THANK YOU