Brand Handbook
“ Keep your love of nature, for that is the true way to understand and appreciate art, fashion and life. “ - Solveig Bjornstad
Brand Values
Sustainable Respectable Ethical
Organic Pure Effortless
Brand Personality
Page Number
Brand Identity
“The stag is a symbol of strength, wisdom and purity.” Linking to the natural serene landscape of Norway the master logo will be used when Röhl needs to be best represented, sending a clear, concise and proud message of purity and simplicity. The colour palette shown in the master logo reflects the contrast between the green of nature and the grey in architecture, bringing the two together to bond and form as one. The only time that the logo will change is on the clothing tags and page numbers. There are two types of clothing tags used in store; the green tag represents clothing made from 100% natural fibers such as leather, wool and suede whereas the white tag will be used for all other product that contain a combination of materials. The stag is to be used in all aspects of marketing and communication of the brand and is a recognized emblem for Röhl.
Avenir Next Ultra Light 0123456789 Avenir Next Regular 0123456789
The typography is clean in style and simple to read, so that the primary focus is on the stag and the graphics. The concept of being able to wear RÜhl garments day or night is reflected in the colour of the font, using only white or black to represent this. Avenir Next Ultra Light is used for the main body of text in all formal documents and the text that appears on top of graphics. In using a lighter font-weight the typography doesn’t distract from the graphics used. Avenir Next regular is used for the logo, titles and headings in documents and by being bold and a higher font-weight, draws the eye straight to the typography.
Typography
Rรถhls values are important so the packaging reflects this, only recycled brown paper bags are used, they are available in three different sizes dependent on the product purchased. To ensure that customers know that their product was produced with great care and is a valued product of Rรถhls, all purchases will be hand wrapped in black tissue paper, which will contrast against the brown bags giving a luxury element to the packaging.
Packaging
Rรถhl takes great pride in offering the highest quality natural and organic materials in their garments combined with handcrafted techniques sets Rรถhl apart from competitors. Rรถhl stocks a range of products, such as accessories, shoes, belts and stationary that are priced more accessibly and are to be purchased as entry products to the brand.
Brand Positioning
Expectations
Quality is inherent to Rรถhl so this message should be communicated through the professional and exceptional customer service that each Rรถhl client will receive. All staff members will be fully trained and will be aware of current campaigns, the quality of each product, the materials used and how to care for them. With this knowledge staff are expected to cater to the needs of every client and build customer relationships, resulting in brand loyalty. As all of the staff are representing the brand, they should be approachable, polite and attentive at all times. Combined with a clean image staff should take care of their appearance and of their provided uniforms, communicating to the consumer an image that they desire.
By Abigail Doughty Blathnaid Leahy Ana Zuravliova