Ted Baker 8.43.47 PM

A
NEW

BRANDING
EXPERIENCE



SUPEREGO Who is Ted Baker
EGO
IDA global fashion lifestyle brand, famed for its quirky yet commercial fashion.
It offers high quality design detailing

and distinctive use of pattern and colour.

Marketing Strategy

Word of mouth and out of the ordinary marketing, without an advertising

campaign.

Ted Baker’s Current Archetypes

Jester

Quirky sense of humor

Creator

Out of the ordinary

Explorer

Where design inspiration
come from

Target Audience

Middle class Singaporeans.
Average, a household income of S$8,118 per month.

Middle Class

Dreams and Aspirations
Data

Sample size of 400 from age 25-29,evenly split between men and woman
Conducted by AIA in 2014

54% 46% “Easy and relaxed life”
wish to
travel the world wish to become
financially secured

What motivates Singapore’s middle class most

Archetypes

Middle Class Middle Class with
Dream & Aspirations Ted Baker

Sage SUPEREGO Sage
EGO
Understanding and concise ID What middle class wants
to see when using Ted Baker?

Explorer Ruler

Freedom to travel What middle class wants
to be when using Ted Baker?

Innocent

Wants to free secure about their future

Brand Positioning

Sophisticated

Jester Ruler
Creator Sage

Kate Spade

Freedom Moschino Power
Marc by Marc Jacobs

KENZO
Y-3

Everyman Calvin Klein Jeans DKNY
Explorer Topman Armani Exchange

Rebel Comfort Hero

New

Brand Narrative

Wandering almost aimlessly in the land of strange, He sets on an

adventure with comfort and style. Reality that

surrounds him undergo profound change but

distinctiveness of image do not. Discovering and

journeylearning the new, a through the unknown is less of

fearful but more of sheer excitement. Though unknown and

humorunexpected, he liberally dresses himself with and

commitment to unique surrounding that reflects himself as an

individual. As remnants of the recognizable world He used

to see flashes by, he returns to the land of norm with a fantasy

realm imprinted on him.

Mood Board

Generic Colours

Logo

Old New

Typeface
ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz
1234567890

Collaterals

Paper Bag

Online Advertisement

Spring Summer 2016



Conclusion

Selling a lifestyle by means of brand is about identifying what a

consumer’s identity strives to be, rather than what it already is.

With archetypes to determine the former, Ted Baker repositioned

freedomitself to sell a lifestyle that revolves around and

sophistication.

easyIt markets to people who considered themselves to be
and relaxed yet maintaining a level of sophistication.

As Ted Baker attempts to embody the values, interests, attitudes
and pastimes of the middle class,it offers consumers a means of

self-expression through their products and visuals.

Project Brief

To reposition Ted Baker and translate it into
the dream of the middle class aspired lifestyle.

Designers

Amirul Syafiq
Athirah Syazana

Chua Hui Qi
Ivy Lam Hui Ling
Ko Qi Ding Edwin
Lin Xueli, Yvonne