What is the c ompa n y’s “br and story” and how is this communicated in the design of the products and packaging?
As part of the Cotton On Group (COG), Typo only makes up a small part of the overall brand story. While the rest of the group is predominantly fashion based, Typo is all about stationary, art, home decorating, and inspiring creativity. As the name would suggest, Typo's products are very much based around typography, with quotes, letter forms, and inspiring messages adorning most of its product line. The brand has a very low-fi, scrapbooky feel, and makes liberal use of textures, hand-drawn imagery and retro graphics to promote a light hearted, yet productive approach to life.
Inspired by the hype of the stationery industry, Typo is a one stop concept store with irresistible product to fill your space with confidence. Taking trends from the fashion industry and applying them to notebooks, decal wall art, printed gift wrap and other speciality, items Typo offers product with attitude and is fast and affordable."
Canberra Outlet Centre
Who is the target market of the company? and how do you think they address this target market (ie. Use of colour, graphics, type of products)
Typo is very much geared towards arty, creative types and students. There may be a slight bias towards younger females but its low prices, breadth of range, and tongue in cheek humour make it accessible and affordable to men and women of all ages. A quick glance around the store uncovers a multitude of productivity aids such as diaries, journals, daily/weekly planners, pencil holders, picture frames, and pens. Lots of pens. Each category of product carries a few different designs so that a variety of tastes are catered for. There is an Indy flavour to everything, with the typography, distressed textures and muted colours giving off a vibe of being in a cool back alley cafe or bar.
What type of packaging does the company use (branded carry bags, tissue paper, branded boxes etc.)? and what does the packaging say/make you feel about the brand?
The Typo branded carry bags are subdued in colour and materials and restrained in design which really helps round out the shopping experience there. Printed on plain brown paper stock with a string carry handle, the simple use of the logo on one side and the retro graphics on the other feels like the perfect accompaniment to carry all your creativity enhancing goodies home in. The bags don't scream look at me like some other brands but they are still striking in a way that make them appealing to those with a discerning eye and more subtle tastes. The paper stock is thick and sturdy and the rope carry handles and the little string loop closure system are nice touches that add value to the bag's feel, making it suitable for gift wrapping duties but also making it feel like a shame to throw away.
References
Business Review Weekly. A true Australian new generation success story’: inside the rise of fashion retailer Cotton On, 02 April 2015: http://www.brw.com.au/p/entrepreneurs/true_australian_retailer_generation_v7LnEQ8SMSsnN1Zi0P5crJ