SCOOZI
BRANDING & IDENTITY
SCOOZI is a hypothetical brand designed to prepare you for your journey. It bridges the gap between fashion and convenience, providing you with all the necessary accessories with just a single purchase. A kit was created with essential accessories, particularly inspired by the Vespa scooter. Research was conducted to understand the history of Vespa and related elements.
The history of Vespa is rooted in pop culture and fashion, therefore a focus on fashion was essential. Vespa, the Italian word for wasp, was also strongly connected to fashion, women, and femininity.
Upon the completion of research, the overarching concept was formed; speed, ease, and wasp imagery. This goes hand and hand with other related concepts, such as the W.A.S.P. organization founded in 1943 – an acronym for Women's Airforce Service Pilots.
Visual inspiration also came from the imagery of the history of Vespa, including the Vespa calendar and trends of the high points in Vespa and Italian culture.
FEMININE • CONFIDENT • ELECTRIC • GROOVY • CUTE
WHY SCOOZI?
Vespa is an Italian brand, so I wanted to reference Italy. The word “Scusi” in Italian means “Excuse me” which is a very common phrase said by Vespa riders. The spelling of “Scoozi” ties in the word “Scooter” as well as being easy to pronounce by Americans.
Vespas are associated with wasps, often cited as looking and sounding like a wasp. The word “vespa” in Italian means “wasp”.
In the late forties, early fifties, Dior launched the New Look featuring a “wasp waist” – a cinched waist – and a full skirt. The New Look began the glamorized look of the 50s and revolutionized fashion into "radical femininity"
The final logo references the front view of a vespa, specifically the side mirrors and handlebars. The forms themselves are made from shapes of the back fender. The typeface is custom, retro-inspired, and references speed.
The backpack design references wasps in multiple details. Pointed flap references stinger and shape of wasp, the front straps reference antennae, the dotted stitching references wasp flight pattern, and the hexagon pattern references wasp nest shape
