If Pendleton Made Cologne It Would Probably Smell Like Beards and Camp Fires.

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Today, brand experience is now more important than ever. Brands try to convey a unique sense of identity, and the very notion of that identity is deeply intertwined with the value the brand provides its customers.

But if you have a brand with a strong presence and a trusting consumer base, can that brand extend themselves to new places and create products we wouldn’t normally associate with them?

For instance, when we talk about Amazon, we don’t just think about books anymore. We think of them as a virtual department store or grocer, a destination where we can get everything under the sun.

We tasked a group of young and emerging designers with creating extensions of well-known brands by imagining that they’ve unveiled a line of personal care and cosmetic products.

And this wasn’t just any re-brand. Designers were to not only take the core characteristics of familiar brands and expanding them into a new line of products, but also consider the unique attributes of their consumers as well.

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Long known for their blankets and woolen clothing, it’s almost hard to imagine Pendleton jumping into the realm of fragrances and skin care. However, Daphne Huang’s ArtCenter project does just that, imagining an entire men’s line complete with beard oil and cologne. The rustic yet refined feel of her design feels as warm and inviting as one of Pendleton’s Big Lebowski styled Westerly sweaters.

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Designed By: Daphne Huang

School: ArtCenter College of Design

Instructors: Andrew Gibbs & Jessica Deseo