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Branding Positioning<br />
Designed For: Tucker Robbins Inc.<br />
Role: Art Director<br />
2013<br />
A broadening awareness of environmental issues and a dissatisfaction with<br />
mass-market culture has created a new desire for “authenticity.”<br />
Hipsters, vegans, juice cleanses, recycling, bicycling, etc. are all, in some<br />
way, a manifestation of this broad cultural trend. Tucker Robbins’ clients are<br />
affected by this cultural shift along with the rest of national culture, but with<br />
the distinction of being members of the 0.1% of society. They long for a more<br />
“authentic” life just like middle class Millenials, but they express this longing in<br />
ways more consistent with their wealth and class.<br />
The message of the Tucker Robbins brand should address this desire.<br />
An “authentic life” is one lived in harmony with nature and a person’s<br />
surroundings. It’s a life of health and well being, a life in balance. For the<br />
wealthy in particular, it’s a life of comfort and enjoyment while doing no<br />
harm to nature or other people. The Tucker Robbins brand offers a means to<br />
assauge their desire for an “authentic” life while still providing beautiful luxury<br />
products.<br />
(Visual concepts shown on next page)
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