CROWN VINTAGE A/W '24 — ARÓN JACO ATELIER

CROWN VINTAGE A/W 24

CLIENT / BRAND:

SEASON:

Crown Vintage

A/W 24

Creative Direction

Color & Material Design

Footwear Design

PROJECT TYPE:

Create a versatile collection of footwear that transitions seamlessly from urban daily activities to outdoor adventures, all while remaining affordable and stylish. Meet the brand’s consumer needs and develop product that resonates with the current customer as well as expanding the business into new categories.

BRIEF:

Assist in the creative direction for the A/W season /// Participate in sketch reviews, proto reviews, and sample corrections /// Assist in material and color design across the product range from proto samples to production and confirmation /// Conduct trend research that aligns with the customer’s preferences and lifestyle. Manage color development, and establish key seasonal and foundational color palettes

MY ROLE:

DEFINING THE BRAND ETHOS

CROWN VINTAGE is a brand that is designed to outfit the Everyday Adventurer

CROWN VINTAGE is focused on creating quality hand-crafted product with a special attention to artisanal details. Their passion is to find functional constructions and materials rooted in casual heritage styling

CROWN VINTAGE believes in building comfortable products that support the active outdoor community and their lifestyles

Brand Identity Filters

Crown Vintage offers a curated collection fit for the modern man's life activities. Rooted in casual heritage with an eye towards functionality Crown Vintage collections blend the quality and function of the past with the manufacturing techniques of the present
Designed with versatility in mind, Crown Vintage offers functionality through material exploration and detailing. The attention to detail in the designs is curated with an eye towards functionality. Whether that is a carefully placed stitch, a worry free leather, or a quality construction, Crown Vintage shoes will perform in any adventure the modern man chooses to take.
Crown Vintage collections aim to highlight the quality and craftsmanship behind the designs. Special attention is given to highlight functional and artisanal details in the footwear to bring attention to the high quality and artistic value behind the brand.

Fears- Stability...midlife planning "am i on the "right path?"", aging and lack of free time
Obstacles- upward mobility, life changes, time
What will they miss or lose by not shopping Crown Vintage?
Quality engineered essentials curated for life's activities

Wants- to "fit in", quality product, work life balance, gain confidence
Needs- reliability, sense of community
Measures of Success- makes him feel good, fits into his lifestyle
What do they gain from shopping at Crown Vintage?
Outfitting your everyday life.

Understanding The Customer

The Everyday Adventurer

The CROWN VINTAGE customer is a functional purchase driven consumer who desires product that is durable, comfortable, and meets him at an affordable price point. This consumer wants to look good and feel good in what he wears but isn’t necessarily chasing trends or needing the hottest new item. He prefers things that “look nice” and “feel nice” therefore craftsmanship and attention to artisanal details are important.

This consumer is definitely a hobbyist who enjoys trying new things. He enjoys balancing his lifestyle with outdoor activities (camping, cycling, fishing) with indoor interest (playing instruments, leather working, diy projects)
His footwear consist mostly of brands like: Thursday Boots, Olukai, Sperry, Red Wing, Eddie Bauer

CREATIVE DIRECTION & TREND

For this season, we drew inspiration from the western frontier, where an "open mindset" and pioneer culture lead the way. Our team traveled to Wyoming to immerse ourselves in this ethos and create a collection that speaks to the adventurous spirit of our customer. Whether navigating urban daily adventures—like coffee roasting, woodworking, or DIY home improvement—or outdoor pursuits such as hiking, camping, and fishing, Crown Vintage delivers casual outdoor-ready products that are not overly technical but offer approachable comfort.

Trend Story 1: A Weekend In The Woods