Rookie Collection: Bold Streetwear for New York
Situation: Creating Brand Identity for Streetwear Brand Launch
Rookie Collection Apparel is poised to launch high street wear, starting in New York and then extending into the rest of the US.
With so much noise in the streetwear market segment and having a strong desire to stand out and gain in share right off the bat, RCA approached Spellbrand for a positioning strategy and visual branding.
The streetwear market is crowded, requiring brands that communicate uniqueness, boldness, and fresh perspective. Rookie Collection Apparel needed a brand identity that would stand out from the noise while gaining market share from launch.
Task: Create Positioning Strategy and Visual Branding
The challenge required:
- Differentiation: Brand identity that stands out from crowded streetwear market
- Immediate impact: Visual identity that gains market share from launch
- Fresh perspective: Brand that avoids cliches of streetwear marketing
- Bold identity: Logo design that creates memorable brand mark
- Brand recall: Brand that creates brand recall in competitive market
Action: Strategic Brand Development
Brand Strategy: Fresh Ideas for Streetwear
Working in the Apparel and Fashion industry for such a long time, we at Spellbrand are in tune with the pulse of this industry and understand what it takes to really stand out and create brand recall. Since the client wanted to tackle the ever-crowding segment head-on, we needed to create a strategy that did away with the cliches of streetwear marketing and came up with some fresh ideas.
Logo Design: Bold Eagle Emblem with Green Color
The visual identity including the brand mark needed to be bold and fresh. We created a stylized emblem of an eagle and used green color to really set the brand apart. There is a mix of seriousness and playfulness in the logo. On the one hand, you have the serious-looking eagle icon that is sharp and edgy and on the other, we have the font and the pendant design that looks fun and relaxed.
The choice of font is also quite fun and retro-looking. Creating an emblem-like logo design may be considered a trend but the choice of the layout really depends on what the brand wants to communicate and as you can see with this design, it can be done tastefully and with a fresh perspective.
Result: Brand Identity That Stands Out
The brand identity we created for Rookie Collection Apparel successfully differentiates them in the crowded streetwear market. The comprehensive brand transformation delivers:
Strategic Outcomes
- Differentiation: Brand identity successfully stands out from crowded streetwear market
- Immediate impact: Visual identity successfully gains market share from launch
- Fresh perspective: Brand successfully avoids cliches of streetwear marketing
- Bold identity: Logo design successfully creates memorable brand mark
- Brand recall: Brand successfully creates brand recall in competitive market
- Complete brand system: Bold eagle emblem logo, brand identity system, and visual language create unified experience
Implementation Success
Today, Rookie Collection uses this comprehensive brand identity to launch high street wear in New York. The stylized eagle emblem with green color creates immediate visual impact while the mix of serious and playful elements appeals to streetwear consumers who want bold, fresh designs. The brand successfully positions Rookie Collection Apparel as a streetwear brand that stands out from the noise through bold visual identity and fresh marketing strategies, ready to extend into the rest of the US market, with brand identity that differentiates them in the crowded streetwear market through bold design choices and fresh marketing strategies.
