BRAND IDENTITY & STRATEGY / UI & UX DESIGN / SOCIAL MEDIA CONTENT
✧ Pacas is an up and coming alpaca socks company, which I got the opportunity to work on the brand identity (logo design, tagline, color, typography, iconography, language), web design (mobile + desktop), and digital content.
PART I. - USER NEEDS
✧ The big question was Why should consumers buy alpaca fleece? Alpaca fleece was significantly more expensive than sheep wool, targeting an older consumer range. There are endless amounts of apparel companies that sell sock brands, and consumers are more likely to buy from well known brands that are also cheaper. In addition to that, the main problem we wanted to address was the lack of general understanding of alpaca fleece. In order to not just stay in a niche market, we needed to educate consumers while creating a desire to buy higher end socks. The first step I had to do was educate myself on alpaca fleece, the differences between that and sheep wool, the benefits, and even alpacas in general!
PART I. BRANDING - SOLUTION
✧ I worked with the CEO's to come up with a brand identity focused around the mission-based business model for Pacas, which included: logo, color palette, typography, icon design, voice, and imagery. I wanted to highlight the sock qualities so the design elements were inspired by the coziness and warmth of alpaca fleece. To emphasize the mission-based business model, the brand language words were joyful, friendly and genuine. With the company's mission statement and charitable aspect along with a focus on the product, I created the tagline Comfort Every Step of the Way.
PART II. UI & UX DESIGN
✧ From the very initial experience, I wanted consumers to feel a part of the brand. After educating myself and many days of alpaca research, I worked with the head engineer to create an interactive flow for users to essentially "make their own alpaca socks" while being educated about the benefits of alpaca fleece. I picked the most crucial and beneficial tips of alpaca fleece for consumers to learn, which focused on comfort, value, warmth, and charity. Users are able to see the wool coming off the alpaca, their wool change color, and even watch a small 2d motion graphic of their sock being knit! Each step was ab tested and designed for minimal effort on the user end, while still being able to interact and watch their socks come to life!
✧ Using Bombas socks as product placeholders, I designed the mobile and desktop versions of the website. Examples of mobile pages.
PART III. DIGITAL CONTENT
✧ I created social media and email marketing content that focused on the branding style guidelines and the brand language words joyful, friendly, and genuine. For Instagram and Facebook, the goal was the attract new customers and retain current customers with imagery of cozy alpaca fleece, funny alpaca photos, and Paca Facts using the vector icons.
✧ I created GIFS for email marketing with cute alpaca images from the website to create higher email conversion rates, and to reinforce the brand imagery.