핸드백 브랜드 아이덴티티 강화를 위한 패턴디자인 제안-창업기업인 분크 핸드백브랜드를 중심으로-

Brands with high brand awareness in the fashion market have used logos to design products and encourage consumers to easily recognize and purchase them. Especially in the handbag market these days, this trend is becoming more distinct. Therefore, one brand logo pattern are needed to improve brand awareness and create differentiation from other brands. This research aims to strengthen the brand identity and provide a new direction for brand development through the development of logo pattern for a way to differentiate the brand of the start-up handbag Vunque. To this end, the design regulations and expression methods of logo pattern through case analysis were presented based on the six successful fashion brands, eight designs were proposed based on the survey of consumer design preferences among 304 working women in their thirtiess and as a result three pattern designs were selected.Through the analysis of Vunque's brand positioning and brand style concept positioning, a new handbag design that competes with Vunque brand was proposed. Through this proposal the prospect is that Korean handbag brands will be able to compete with world-class luxury products while maintaining their identity consistently, strengthen its brand identity in line with changes in modern fashion trends, and develop products that can be relatable and communicates well with young consumers.