(Updated 26 hours before Qualifying Round.)
SWATCA.com is an upcoming and very cool online sneaker store that sells all the popular and trendy shoes, clothing and accessories with shoes are our main selling product.
Our target customers are young sneaker lovers whose age is under 40. They are young and energetic, and they want to show off their unique style and characters through shoes.
SWATCA actually has two parts of meaning: 1. "SWAT" stands for "Sneaker With ATtitude". Although it's not the exact acronym, I wish it could be as cool as the real "SWAT" team, which is short for "special weapons and tactics". It is a special police unit which mainly handles high-profile and dangerous tasks. It appears in many computer games and Hollywood hits. This is the idea behind the store name. 2. Second part is "CA", which is California for short. This represents where I'm from originally and where the store is based. Therefore, I name my store as "SWATCA".
Moreover, I add a tagline to the name, which is "More than just sneakers". It does not only imply that we sell other products as well apart from shoes, but also hints that what customer receives is not just a plain product we well, it has our excellent customer service attached to it. I really want the store to be customer-service oriented and to build great relationship with our customers.
This is an updated and more detailed design brief as I felt the previous version was too simple and didn't deliver important messages behind the store name and logo design.
Hope it helps designers to understand it a little bit more and go for the right direction.