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I wanted to create an instagram reel that would show someone going about their life seeing the world in a creatvie way whilst wearing the Ace & Tate glasses.

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I decided to shoot the advert in brick lane as it is a very vibrant, young and creative area. We will also film in the local markets and inside rough trade record shop.

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I added text saying the brand message over the top of the video.

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I wanted to be able to offer glasses cases that would only use waste material. I though that I could use the customers waste to make these, and they would each receive a unique case made from some fabric that was once something else to them.

I decided that this would be done through a system where customers would mail their fabric and the cases would be made, then sent back to them.

I decided to utilise this idea, I would make one of my touchpoints an Instagram post, showing step - step instructions of how to do it and how it would work.

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The idea for my first touchpoint for a sustainable glasses case is to make a case from cactus skin, as it is cruelty free, highly compostable and have minimal water waste.

I got a photo of a glasses case that I felt looked the right colour and texture as the cactus leather I had researched, to use as my mockup.

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To rebrand this case as one by Ace & Tate and as cactus leather, I had to remove the original brand from the image.

I did this by making copies of the texture from other parts of the case and softening the edges, then putting them over the original branding and playing with the colour corrections until it looked like there wasn't any.

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I also did the same for the glasses.

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Editing new branding to look realistic in photo.

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Editing new branding to look realistic in photo.

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I edited the 3d positioning, shadows, texture and colours of the new logo until it looked like it would appear as if it had been stamped on the new case.

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This is what I came up with from the experimentation. I still had the two icons overlapping each other but with more space, to allow the original logo to be seen more clearly alongside the new one.

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I decided I would stick with the forest green as my primary colour to represent the colour of the cactus case I would make as one of my touchpoints.

I used this orange yellow colour to compliment it and make some parts stand out a little more from the main brand.

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Here I put both the logo for the brand itself and the new icon together. I feel like this is a strong composition as they both stand there next to each other and it feels like the cactus shares the same qualities as the main brand, but in the form of a plant.

However I felt like this wasn't unified enough and I wanted to put them together.

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Experimentation based off the First Design

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Experimentation based off the First Design

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I tried including both these designs together in a variety of styles, adjusting stroke thickness and playing around with colours. I also added text to help emphasise the message.

I felt like these designs were a little confusing. They had a lot going on and I felt the main brand logo was getting lost in the mix of everything else, making it look a bit too abstracted.

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The idea behind creating alternative options for the plastic cases is to reduce plastic waste. I wanted the title of the sub brand to reflect what it aims to to.

This will be to take less, as in less plastic and even cases altogether, as that would be the most sustainable option, and to give more, both figuratively as in to give more care and thought behind your purchasing decisions and literally, to give your old fabric in to Ace & Tate where they will upcycle it into a new case.

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I wanted to create something visual to clearly separate the sub brand from the main brand, so I went for a simple cactus illustration, as I will be using cactus skin as one of the materials for the new cases and because it differs from the usual leaf used to represent plant options that has become cliche.

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To format it to be more appropriate as an icon to use, I adjusted the proportions and stroke thickness, this should make it stand out a bit more from far away and fit better onto the product when it comes to branding the cases.

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I looked into alternative materials I could use to make glasses cases that were sustainable and reduced plastic waste.

I wanted to find a material that would look great without compromising on quality or containing materials that would have environmental impact.

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To get an better idea on both more specifically sustainable accessories and branding for a sustainable product, I looked into a brand called Poketo.

This brand focuses on making cruelty-free accessories, using alternative materials to make lots of products that would usually be made from plastic or animal products.

I took a liking to their branding a lot. I felt like it relates in some ways to ace & tate, with its colours and simplicity, however there is a very positive undertone behind their branding. I feel like this would be great incorporated into the branding for the Impact and Innovation part of the Unit.

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I found this brand  Bos Desserto, that focused a lot on using the skin of cacti to create a material and texture that imitates leather.

I felt like the material looked great from photos and what I had read about the use of cactus skin and its properties. This material would be really appropriate for a sustainable glasses case.

It is water resistant, very durable and the appreaance is incredible. I especially like when it isn't dyed to leave this beautiful sage green colour, pointing towards its source of being from both a plant and cactus. I feel like that would make for some good marketing, as it still looks like leather but with the colour of the plant it's made from.

This plant would environmentally be really impactful in a positive way for ace & tate, as it drastically reduces plastic waste, as well as reducing water waste too when compared to other alternative material options for sustainable cases.

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I felt like the narrative was too detailed and long for a video that had to be under 15 seconds. I also didnt like how the video was looking when filming.

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I wanted the narrative of the video to be someone stuck not being able to be creative, but when they put on their glasses they become inspired and end up acheivingf what they originally wanted to.

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This is how it came out when combined with the photo.

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I wanted to put this poster up in a public area, near to peoples eyes to capture their attention.

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I wanted to show the new logo on a large scale, and in one of the stores to familiarise the customers, so I thought this would be a really good location.

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This is my final outcome for the Gif. I went back and redid the animation from before with the updated logo. I wanted the animation to be almost the exact same, with slight changes to the colours and timing / speed of the animations. This version is more simple and catchy than the previous and less overwhelming.

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Here I have the Gifs I worked on. Each are using different colours as I was experimenting with changing my colour palette at this point.

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Here I have the Gifs I worked on. Each are using different colours as I was experimenting with changing my colour palette at this point.

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Ace & Tate have more recently been focusing on reducing their impact on the environment. They made a bold move of owning up to their unsustainable actions in the past and having transparency with their customers about what they have done. since then they have been taking more measures in reducing their waste. Their latest move to reduce waste is through reusing waste acetate from their glasses to make cases. This is a big deal as the manufacturing of glasses leaves great waste, as the cuts from the centres of the frames are usually thrown away. Their new cases are made from 100% waste. The brand is still on their way to improving as they tell us, but they are celebrating becoming a b-corp and this is something the brand values very much.

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(Sound and vision work is in orange colour)

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(Sound and vision work is in orange colour)

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1: the demographic

I am looking forward to further exploring the customer base for Ace & Tate, as I think the brand attracts a
distinctive demographic and I am interested in looking into the characteristics of these customers and what the brand
generally means to them. through this I want to explore the ways in which I can express the brand to them.

2: The attitude / feeling of wearing the product

I want to look into the attitude of the brand, why it is appealing to their customers and what the brand stands for.
I am interested in the ways in which they communicate their attitude through branding, what techniques they use and
why they use them. I also want to look into what it feels like for the customers wearing them and how they feel it
expresses their personality.

3: The Product Design

I hope to look further into the reasons for their glasses designs and what qualities are important to the brand.

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(Make your mark is with  purple background)

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(Make your mark is with  purple background)

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For this first one, I got across the motion I wanted to create, however it felt a bit too instant and not dynamic enough.

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I experimented with the Gif here, trying to make it more eye-catching and positive feeling. I added flashes of colour mimicking the same motion slightly delayed from each other, however it seemed like there was too much going on and the colours didn't work as good together as I wanted.

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here I worked on using less colours, whilst still using multiple layers to add a bit more depth to the Gif and represent the colours used in the branding a little more.

I also edited the animation a little bit to make it slightly slower, especially the part where the logo disappears.

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I changed the colours here to work with my theme colours better, however I wasn't too sure it the red worked best with the green background.

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For this iteration, I adjusted the colours once again and changed the background to have a variation to use instead of the previous where it might be more appropriate, as it is a little bit less bold, however the final logo is displayed in a shade of green I really like and have used in my colour palette as a main colour.

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Starts off with creative block, demonstrated by close-up shot of character clicking pen persistently with frustration.

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Starts off with creative block, demonstrated by close-up shot of character clicking pen persistently with frustration.

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this is continued by more tapping on the table (glasses not pen).

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this is continued by more tapping on the table (glasses not pen).

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Puts on music in order to attempt to inspire creativity. Glasses come on once the song starts.

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Puts on music in order to attempt to inspire creativity. Glasses come on once the song starts.

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Work is happening whilst wearing the glasses.

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Work is happening whilst wearing the glasses.

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In these images from photoshoots, I get the idea of the type of person and personality that the brand aims to market towards. in these images you can see that the images are very minimal, there is a solid plain background and the face of the model and glasses are in the middle, drawing your attention to the person and item.

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In these images from photoshoots, I get the idea of the type of person and personality that the brand aims to market towards. in these images you can see that the images are very minimal, there is a solid plain background and the face of the model and glasses are in the middle, drawing your attention to the person and item.

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This is their wordmark. The shape and neutrality of it works well in representing the brand. It is clean and sleek, whilst being round and defined. It is a strong wordmark and although it seems like a very ordinary typeface, it is very distinguishable and it think it helps to let the storefronts and glasses speak for themselves. Overall I feel like it represents the core attitude of the brand effortlessly.

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This brand is most commonly advertised and promoted to quite a specific demographic. Through their choice of the models they cast and how they style them, you can see that they are aimed mostly at young, professional looking people who have style but also want to be taken seriously by others.

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This brand is most commonly advertised and promoted to quite a specific demographic. Through their choice of the models they cast and how they style them, you can see that they are aimed mostly at young, professional looking people who have style but also want to be taken seriously by others.

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Ace & Tate are a brand that cater to a demographic who care about their appearance and how they are perceived, therefore this is carried through to the brand itself.
The brand values their reputation and being taken seriously as a high quality manufacturer.

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The attitude the expressed by the brand is that they are high end and design stylish and quality products. They have a consistent tone of elegance throughout their branding and product design. They present this through their styling, typography and colours, as well as smaller details in their general creative direction.

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The attitude the expressed by the brand is that they are high end and design stylish and quality products. They have a consistent tone of elegance throughout their branding and product design. They present this through their styling, typography and colours, as well as smaller details in their general creative direction.

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On this side I added some text to give context to the customer what is special about the case.