Ava Beauvais
Client:
Georgian brand that wants to sell worldwide mulberry silk linens. They created a character, Ava Beauvais that they wanted to make alive as a virtual brand creator.
What do we need?
Silk linens aren't widely known as part of beauty routine. Since ancient times silk has been using as a supplement for healthy hair and clean skin. We need to create an identity that represents the core values of the brand, Create not only a silk linen brand but a supportive and tolerant safe space for women.
Who is Ava?
Clients' vision
Whishes have power
Hello, I'm Ava. Ava Beauvais - 26 years old.
I'm French but my name is not traditional for French women. My parents were obsessed with American movies of the '50s and so I got the name of a famous Hollywood star.
My life started in the French city of Saint-Nazaire, a city of fishermen and shipbuilders. Saint-Nazaire is bordered by the Atlantic Ocean. I was smitten with the vastness of the
Analysis
The narrative structure of character:
"Ava" is not the main character in the brand storyline. She is a confidant/ friend who supports the protagonist (customer) through the transformation.
Key characteristics: supportive, friendly, loyal.
The archetype of caregiver. Ava is not as same as her brand, she represents the collective image of a pen pal that travels around the world, sends warm postcards, and presents.
Area of influencing: communication with clients.
out-shopping activity, personal blog.
The narrative structure of brand:
Apart from the characteristics, that "Ava" has as
a virtual owner, the brand represents a Sage.
Key characteristics: wisdom, patience,
open-minded, supportive
Area of influencing: shop assisting, inform, educate and guide consumer, expert blog.
Visual Style
Colors / Symbols
Color pairs and apricot jam
ocean air
cherry liqueur
paper
night sky
silk
and
dandelion
apricot jam
Visual leitmotif:
Travel, typewriter font, mail post aesthetic, siling
Logo
Simplified to facilitate the identification of the customer and brand.
Symbols of dandelion that the character identified herself with.
Closed eyes as the image of dream and joy.
Illustrations
Tbilisi
Paris
Saint- Nazaire
Package
Action Plan
Mood
Preparing: Instagram/ facebok personal account for Ava. Lifestyle/ travel photos/ audience 400-500 folowers.
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Pen Pal project announcing.
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Collecting and grouping participants info
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Launching the pay pal project.
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Offline meetings
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RRSS of project for participants
Ava's Action
Ava's Action
Ava's Action
Community
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General popularization of silk beauty products
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Speading the series of illustration with brand symbol through RRSS
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Subscription to beauty expert tips newsletter
Ava's Action
Brand Action
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Creating a set of illustrations and postcards for every new collection/ season.
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Offline pop-up store.
Brand Action
Awarness
Sales
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Launching of beauty expert Instagram prof.
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Online shop launching. Announcement on
Ava's inst.
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First linens collections,
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Special bundle with presents and collectible post cards
RRSS
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working with mictoinfluencers in Inst/ Tik Tok.
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New products launching such as sleep mask,
gloves etc
Ava's Action
Brand Action
Brand Action
Pre Launch
Launch
Regular
Who is Ava?
Clients' vision
Hello, I'm Ava. Ava Beauvais - 26 years old.
I'm French but my name is not traditional for French women. My parents were obsessed with American movies of the '50s and so I got the name of a famous Hollywood star.
My life started in the French city of Saint-Nazaire, a city of fishermen and shipbuilders. Saint-Nazaire is bordered by the Atlantic Ocean. I was smitten with the vastness of the of the ocean from early childhood. I would often go to the shore, close my eyes, take a deep breath of the ocean air, and dream of my ship, which would definitely have scarlet sails and by which I would travel all over the world.
I had another game. I was looking for dandelions. Dandelion was the most magical plant for me because it could fly anywhere. I was freeing dandelion so that it flies far away to other countries. I even imagined that I was one of its particles and that I was Gone with the Wind, towards the unknown, towards the new.
I tried to make wine from my dandelions as a child. However, my favorite beverage has always been cherry liqueur. I always have homemade cherry liqueur and whenever I feel sad or empty
I am told that I have a warm personality. What they don't know is that it's all the merit of apricot jam and coffee. Which my mother would often bring me to bed for breakfast when I am back home.
As a student, I left for Paris. I settled on Faubourg-Saint-Martin Street and enrolled at Sorbonne University, Faculty of Arts and Humanities. I spent 4 years studying, endless intellectual competitions and playing in social theater. Then I just decided to fulfill my dream. I became the dandelion of my childhood and flew away. The farther I went, the closer I got to myself. The more distant my journey was, the better I got to know myself, the more I learned about self-care and self-love.
So, one day, Saint-Nazaire dandelion landed carefully and airily in Tbilisi. Dandelion’s heart was beating very fast. I knew that endless adventures had taught me how to love myself, and that was already enough for happiness.
I'm Ava. French Ava with a non-French name and an open heart. Nice to meet you!