DESIGNER

Lilly Horri

PROFILE/DESCRIPTION

“Dry.” is a fictional store for sailing clothes on San Pablo Avenue, but also has an online store. It specializes in affordable and stylish foul weather gear (foulies) for sailors in the Bay Area. Its staff is knowledgeable (sailing gear-wise) and will go out of their way to help customers, especially new sailors, who need more information and suggestions on what to buy.

GOALS

Brand Advantages:

• Affordable
• Quick service
• Comfortable and “Cute”
• Good Quality/Reliable
• Local 

Brand Attributes:

• Personal feel
• Inclusive 
• Has online presence 

Brand Experience:

• Helpful (lots of info and suggestions if necessary) 
• Friendly
• Easy 
• Quick
• Not stressful/stress invoking