TABLE
of Contents
1. BRAND PROMISE 2. BRAND JOURNEY 3. BRAND VALUES 4. BRAND ASSETS 5. BRAND COLORS 6. BRAND LOGO
7. BRAND FONT 8. BRAND LANGUAGE 9. BRAND LIFESTYLE 10. BRAND HOUSE 11. BRAND POSITION 12. BRAND COMMUNICATION
1
BRAND Promise
A fashionable meltingpot of exciting and global influences that puts a unique touch on all designs with focus on quality and details signed by yours truly,
K. Cobler Founder & CEO
2
BRAND Journey
Established in 2012, the K. Cobler collections are created on the go by exploring the world for inspiration gathered in photographs, images, and texts for our moodboards and newsfeeds. We are found frontrow at fashion weeks or searching with our eyes towards the pavement looking for new trends. Perhaps we will find new inspiration during a sunny spring walk in central park or when reading up on the latest author in the coffee shop at the corner of our favorite bookstore. We love all beautiful things such as art and design, and to go thrift shopping for bargains in the small vintage shops of NYC.
NEWS
INSPIRATION
3
EXCLUSIVE
K. Cobler TRENDS
BRAND Values
NEWS. QUALITY. TRENDS. EXCLUSIVE. INSPIRATION. DETAILS.
DETAILS
QUALITY
LOCATIONS
SECRETS
4
HOTSPOTS
K. Cobler DESIGNERS
HIPSTERS
TRENDHUNTERS
BRAND Assets
DESIGNERS. LOCATIONS. TRENDHUNTERS. SECRETS. HOTSPOTS. HIPSTERS.
5
BRAND Colors
PANTONE solid coated 876 C CMYK: 23, 55, 100, 14
PANTONE solid coated 482 C CMYK: 5, 11, 21, 0
6
BRAND Logo
7
BRAND Font
FUTURA MEDIUM
SIGNERICA FAT
ABDEFGHIJKLM NOPQRSTUVZ
abcdefghij klmnopqrstuvxz
8
BRAND
Language
NEW YORK ACCENT. Written words are used accordingly in appropriate journal format and always with a signature by the Founder K. Cobler.
Hi, As the founder of K. Cobler I know what women want and exactly how they should wear it. So each year when I come to New York for Fashion Week I know the NY fashion squad will want my style advice and my favorite shoes from the runway. During my stay in the Big Apple I collect my scrapbooks of mood boards inspired by my favorite NYC moments, including time spent with some of my famous friends of designers, stylists, architects, photographers, and artists. A typical day during my stay in the city will start off with a coffee to go sourcing the streets for new innovative ideas. Although I´ve made a passionate footprint on the fashion scene, I´m not only obsessed with shoes and heels. I know that art, music, food, and even surfing the thrift shops can give me a major boost of inspiration too. To share my secrets I created my own amazing NYC guide on what to do and where to go to get the creative juices flowing. You can also follow my newsfeed to stay up to date with my latest adventures, fashion I adore, those people of talent I admire, or simply to get inspired. After all, shoes are not just about fashion - although of course, I’ll go there too.
XoXo K. Cobler
9
BRAND Lifestyle
FASHIONISTA. A dedicated trendhunter with an exeptional eye for details and how to successfully mix and match streetstyles and ecclectic thrift shop bargains with the latest styles pulled straight of the runways at NYC fashion week.
• DELIVERY digital platform. retail stores. • MISSION supply new trends of quality with unique details. • ESSENCE exclusive. inspiration. details.
10
BRAND House
STUDIO APARTMENT IN THE VILLAGE. A fashionable hipster crowd attracting looks of desire is occupying the stairs in front of our building. Selected stylists and trendhunters are welcomed into a secret showroom of designs with an espresso and glossy magazine featuring the latest trending news of K. Cobler. The sound of high heels and creative beats reaches far into the narrow hallway leading to the rooftop stairs with an exlusive view for inspiration while trendspotting the streets of Greenwich Village.
• PRINCIPLES news. quality. trends. • PILLARS secrets. hotspots. hipsters. • FOUNDATION designers. location. trendhunters. • BEDROCK attraction. desire.
The collections are presented each S/S and A/W during NYC fashion week and they are available in our digital showroom and international retailstores.
HIGH QUALITY
11
LOW
HIGH
PRICE
PRICE
BRAND Position
WORLD CAPITOL. Find our headquarter in the heart of the City where the fashion industry thrives on fierce competion. This is the place for aspiring and successful designers. Exclusive department stores and brands from all over the world are are screaming for attention along the exclusive streets of Madison and 5th Avenue. Large retail stores are crowding up Times Square while trendhunting hipsters are scouting the streets of Soho, East, and West Village for up and coming designers and unique boutiques.
LOW
QUALITY
the world�! A view from the top of XoXo / K. Cobler
HOTSPOT
12
BRAND
Communication
Digital and inspiring newsfeeds are key to establishing a longterm relationship with our dedicated fashion followers on the social platform. To interact with K. Cobler visit:
www.kcobler.com www.facebook.com/kcoblerdesign www.instagram.com/kcobler
#kcobler
ToDo while in N.Y. * Walk across the Brooklyn Bridge. *Wear black and go to a designer sample sale. *Visit a random bar and listen to live music. *Attend a lecture at the 92nd st. * Do lunch in Chinatown. Eat street meat. *Do the NYT crossword puzzle on mass transit. * Jog around the reservoir in Central Park. *Take the Circle line Cruise around Manhattan.
XoXo K. Cobler