SECONDSKIN
CONTENT
SECONDSKIN
07
09
12
Introduction
Brand Concept
Mission
15
19
20
Vision
Central Values
Functional Values
23
27
29
Expressive Values
Target Group
Brand Name
30
32
33
Logo Design
Color Chart
Typography
With this Brand Book, SecondSkin wants to introduce you to its philosophy, values and core elements. Because a brand is way more than just a name, we believe that this book will help you understand better our world. SecondSkin was created in order to fill a gap in the maternity clothing market. Indeed, our brand bring back together style, sustainability and possibility of choices. Second skin is a brand which thinks that life is too short to wear boring clothes. We are the new brand for modern moms. Have fun ;)
INTRODUCTION
BRAND CONCEPT
BRAND CONCEPT
secondskin is a sustainable denim clothing brand dedicated to pregnant women. Because we want to make every pregnancy more exceptional and the life of millennial moms more joyful, secondskin is here to prove that you can be pregnant without compromising style and femininity. By creating products where all these women can feel good about themselves and shine out, we take the initiative to close the loop of this production process. We are then recycling the old maternity garments into clothes for babies and toddlers.
True story
for real women.
OUR MISSION
“
We empower pregnant women through upcycled, authentic and fashionable products. “
OUR VISION
“
Style and femininity are keys to experience a fulfilling pregnancy. “
OUR VALUES
OUR CENTRAL BRAND VALUES
Authentic. Because we are not trying to be something we are not, we believe that trust and honesty are essential to build a strong relationship with you.
Empowering. We empower pregnant women through our products to help them feel more confident and strong. Pregnancy is one of the most important moment in all women’s life and we want to make it more enjoyable.
OUR FUNCTIONAL BRAND VALUES
Eco Conscious. Because we want to leave our planet in the best condition for future generations, SECONDSKIN is producing denim made out of organic cotton. For us, environmental considerations are not just trends, but a necessity.
Fashionable.
Always fashion-forward, always on trend - style is the cornerstone of S ECOND S KIN . Because our customers love to be trendy and always have this Fashion ‘touch’, S EC OND S KIN put an extra attention to it. We make sure that our creations never go out of style.
OUR EXPRESSIVE BRAND VALUES
Refreshing. A modern, youthful perspective on fashion. We are not taking fashion too seriously because above all, we want to have fun. S ECOND S KIN IS the fresh drink everybody needs to have to brighten their day.
Dynamic.
We believe that every second is worth being lived to the fullest. We communicate our brand through dynamism, positive energy, excitement and proactivism.
TARGET GROUP
TARGET GROUP
Millenial Moms. “
We are young future moms raised to believe that we can grow up to be whoever we want ...
... because we want the best for our children, the planet and ourselves, we challenge the way motherhood is perceive.
“
The Millennial Moms are women who were born between 1978 and 1994. Independent, they like to be their own boss and therefore, often work as freelancer in an artistic job (webdesigner, interior architect, blogger...). They have incomes that allow them to have a comfortable life. Because they don’t have any schedule restrictions, they can manage their life as they want. The Millennial Moms are aware of the world they live in. That make them conscious of what they buy, eat or wear. They have a
defined style but always look for newness. They are actively involved in social media as they have grown up in an ever-increasing digitally enhanced environment.
VISUAL ELEMENTS
BRAND NAME
Why ‘S ECOND S KIN ’? Because SECONDSKIN is a denim brand, we believe that a pair of jeans can be seen as a second skin on the human body especially when it is as comfortable as our products.
LOGO DESIGN
1 2 SECONDSKIN
SECONDSKIN
The double ‘s’ as SecondSkin
This ‘S’ is also the shape of the belly of a pregnant woman
“ “
The SECONDSKIN logo is simple and portrays a playful lifestyle and trustworthy brand. The logo itself entirely promotes our values.
We decided to close the loop of the production process by re-using old garments into baby and toddler clothes. This circular shape was important for us in the way it symbolize the sustainable loop that SecondSkin stands for.
COLOR CHART
Light Steel Blue
Light Olive Green
Sand Beige
Royal Coral Gainsboro
The brand colors are inspired by the idea of the fresh and inspiring brand that SecondSkin sets to be. The colors are aimed to carry an elevated feel while still holding a playful essence.
TYPOGRAPHY
Butler and Butler Stencil ABCDEFGHIJKLMN O P Q R ST UVW XY Z abcdefghijklmn opqrstuvwxyz ABCDEFGHIJKLMN O P Q R ST UVW XY Z abcdefghijklmn opqrstuvwxyz
“ “
“ “
Butler Stencil typeface is all things sophisticated and adds the right amount of femininity to SecondSkin. Its appearance is delicate and fresh, as SecondSkin values.
Avenir Next (ultra light)
Avenir next is equiped for clean and modern typography across print and digital platforms. Its simple, geometric, sans-serif shape ; an ideal typeface to use both lower-case and all caps.
ABCDEFGHIJKLM N O P Q R STUVWXYZ abcdefghijklm nopqrstuvwxyz
AMFI
Anouchka Gauthier B1Ei