VM - Assgn2 3 4

Sem 7 Visual Communication Visual Merchandising E_2
Brand History
Aulive began in 2017 by Wamika Shekhawat with

her husband Yash Raj Rathor., with a thought to
embrace innovation and strive to be at the
forefront of ethical, conscious alternatives without
compromising on style and quality.
Brand Vision
The brand has a two-fold,

overarching vision–to offer
an alternative to conscious
consumers, while
simultaneously raising
awareness about artificial,
‘ As consumers we
have so much power
to change the world
by just being careful
in what we buy.
ethical leather.
Core Element and USP
In 2019, introduced bags made with pineapple leaf
fibres.
Piñatex is made from leaves that are discarded from
the pineapple harvest, so the raw material requires
no additional environmental resources to produce.
In 2020, Cork scraps were added into plant based
leather collection as inner lining which are source
from a local export house in Delhi.
In 2021, partnered with Kerala, based company to
add Coconut leather alternative to our Plant
Collection.
Brand Values
- Handcrafted in fair and ethical environment.
- Premium fabric and craftsmanship.
- Hoping on the vegan style bandwagon.
- Environmental friendly.
- Sustainable.
- Cruelty free.
- Vision to change and grow further into vegan lifestyle.
- The vegan leather market is set to be worth $85 billion globally by 2025.
Cabin Spinners/Trunks . Shaped Bags .
Backpacks & Laptop Sleeves .

Weekender Duffel . Tote Bags .
Wallets .
PRICE RANGE COMPETITORS TARGET
AUDIENCE
Starts from INR - Sole House
1,000 goes upto - KOSMC Conscious
INR 17,000. - Tann Trim consumers who
- Arture wish to buy an
stylish alternative.
Concept
- Highlighting the core product.
- Pineapple inspired cabinets.
- Personifying the pineapple as something cool and calm.
- Conveyor belt as a medium to show the material used and final product.
- Brand being the source of this conscious change.
- Pineapple, coconut and products such as bag, suitcase etc on the belt in loop.
Moodboard
Sem 7 Visual Communication Visual Merchandising E_3
Brand History
- Founded in 1905 in London by Hans Wilsdorf.
- Launched pocket Watch and wrist watches in

1908.
- Launched World’s first waterproof watch in 1922,

the Submarine.
- In 1931, the crown was introduced which was

perceived as a way of thinking and to aspire and
contribute.
Brand Values
- Perpetual Spirit.
- Continuous Improvement.
- Lasting Excellence.
- Pushing boundaries.
- Build to Last.
- Explore Human Knowledge.
- Unlimited Human Potential.
- Royalty and Legacy.

Product Series
- Range is between INR 5 Lakhs upto 59 Lakhs.
- Submariner
- Explorer
- Air King
- GMT Master
- Oyster Perpetual
- Sky Dweller
- Datejust
Rolex in a Glance
Brand Attributes
TAGLINE USP TARGET

AUDIENCE
A Crown for Every - Made to
Achievement. Perfection High income
- Timeless group regardless
- Royalty of age.
- Pioneers
Concept
1. MARINE SPIRIT 2. TIMELESS ROLEX 3. TIME CAPSULES
Watch showcased Series of projection Showcasing

at seabed in a of people in foundation
treasure box silhouette and elements of Rolex
discovered by a rolex watches as series - Water, air,
diver. constant in world. snow and nature.
1
2
3
Final Concept - Rolex Time Capsules
About the Concept
- Time Capsules are capturing the moment, experience,

feelings and the essence of time in a capsule.
- Rolex series comprises of many elements of nature that

their watches can sustain - air, snow, water, harsh
conditions etc.
- These capsules represent that through Rolex watches

one can capture and feel the essence of the moment,
mother nature and the beauty of life from their hands.
'The Finest Toy Shop in the World.'
History
Hamleys is a British multinational toy

retailer, owned by Reliance. The world's
oldest toy store, it was founded by
William Hamley as "Noah's Ark" in High
Holborn, London, in 1760.
Brand Essence
Hamleys aims at being a one stop toy retail store.

It is bright, cheerful and engaging to the eyes.
USP and Target Audience
Premium and high quality toys under one roof.
Target Audience are primarily children and

parents. Secondary audience can be people
looking for gifting options.
Products and Range
Shop by Age
Shop by Category
Action toys and vehicles, Construction, Creative arts and books, Dolls and fashion, Gaming
and puzzles, Lifestyle, Preschool, Rideons, Roleplay, Science, Soft toys, Sports and leisure
and Hamleys exclusive.
Pain Points
Overwhelming and all at once
Colour scheme is too bold

in context to children.
Not interactive enough for kids.
Overstock racks
Crowded and confusing because racks
and shelves have very little space.

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Sem 7 Visual Communication Visual Merchandising E_2

Aulive began in 2017 by Wamika Shekhawat with

The brand has a two-fold,

Backpacks & Laptop Sleeves .

- Pineapple inspired cabinets.

- Personifying the pineapple as something cool and calm.

- Brand being the source of this conscious change.

- Founded in 1905 in London by Hans Wilsdorf.

- Launched pocket Watch and wrist watches in

- Launched World’s ﬁrst waterproof watch in 1922,

- In 1931, the crown was introduced which was

- Explore Human Knowledge.

- Unlimited Human Potential.

- Royalty and Legacy.

- Range is between INR 5 Lakhs upto 59 Lakhs.

TAGLINE USP TARGET

1. MARINE SPIRIT 2. TIMELESS ROLEX 3. TIME CAPSULES

Watch showcased Series of projection Showcasing

- Time Capsules are capturing the moment, experience,

- Rolex series comprises of many elements of nature that

- These capsules represent that through Rolex watches

Hamleys is a British multinational toy

Hamleys aims at being a one stop toy retail store.

USP and Target Audience

Premium and high quality toys under one roof.

Target Audience are primarily children and

Colour scheme is too bold

Not interactive enough for kids.

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