Brand Book Siella Montreal by chateaubodywear

BRAND BOOK

MARKETING GUIDELINES 01.2020 | EDITION 1

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Brand Book & Guidelines

01. BRAND STORY. PAGE 5

02. VISION. PAGE 8

03. MISSION. PAGE 9

04. VALUES. PAGE 10

05. WHO IS SIELLA? PAGE 15

06. BRANDING. PAGE 22

07. IMAGERY. PAGE 34

08. VOICE. PAGE 42

09. DIGITAL. PAGE 46

10. SOCIAL. PAGE 48

11. TRADITIONAL. PAGE 50

12. PROCESS & VALIDATIONS. PAGE 52

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Brand Book & Guidelines

01 brand story BORN & INSPIRED BY MONTRÉAL … BONJOUR ! Montréal is renowned for its highly qualified expertise, at the forefront of fashion. Standing out for the innovation, inventiveness, design and the know-how of its talented people. Montréal is widely considered the fashion capital of Canada - and for good reason; its positioning is strategic to establish great collaborations between Paris, New York and the rest of the world. Montréal is a unique gem in North America. With its strong European influences, like the romanticism of Paris, the avant-garde of London, the elegance of Milan; combined with the unapologetic audacity of New York and Los Angeles, making it the perfect place to design the exceptional Siella Montréal brand.

NOT CREATED.

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Brand Book & Guidelines

Siella Montréal is first and foremost supported by the expert team of Château Bodywear. A team as dynamic as it was on the first day, with more than 75 years of innovation, know-how and product development. Over the last seven decades, we continue to grow and innovate with the help of our clients; which means we have acquired a solid expertise in creating, developing and producing high-quality intimates and loungewear. Our strong and industry-savvy leadership team, our excellence in sourcing the best components, assembling and coordinating the resources needed to manufacture the finest products, has allowed us to lead the industry and most importantly to satisfy the ever-changing needs of the modern woman. Château Bodywear inc, is a partner of choice and leading supplier in the world market, with experience gained through exclusive manufacturing and distribution rights over the years for many American and European premium brands, and for many North American retailer’s private labels.

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Brand Book & Guidelines

our vision Our desire is to offer innovative design with the highest level of quality and comfort to discretely accompany the woman in all of her movements … feeling a gentle “caress”.

our mission We are proud to design and create a complete range of underwear that accentuates the natural curves of women and fits perfectly into their modern and urban lifestyle. We want every woman to feel amazing in their own skin, from 9 - 5, to the pleasures of nightlife and not forgetting her essential need to be active.

our values QUALITY.

Brand Book & Guidelines

We guarantee that our products exceed our clientâ&#x20AC;&#x2122;s expectations. We bring the best value product to our valued customers with our expert industry knowledge, latest technology and innovative techniques. We consistently monitor the quality of our products both with our innovation center and through external resources.

LOYALTY.

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This is the heart of our companyâ&#x20AC;&#x2122;s attitude. It governs our actions and services, since we consider your business as important, if not more so, than our own.

INTEGRITY.

We promise to maintain open channels of communication, to be forthright when dealing with issues or concerns, and to provide an immediate response. We take pride in our high customer service standards.

CREDIBILITY.

To be successful and earn credibility, we believe it is essential for fruitful and productive long-term relationships.

04 y t i l

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Brand Book & Guidelines

Stylish Sophisticated Strong

We strive to connect stylish and modern feeling elements in a contemporary global brand. Siella MontrĂŠal delivers high-quality fashion-savvy, feminine intimates, loungewear and base layer (by Watsonâ&#x20AC;&#x2122;s) at very competitive prices.

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Brand Book & Guidelines

05 who is siella montréal? Siella Montréal is inspired by the uniqueness and natural beauty of women. We are seduced by the Montréal women because they are FIERCE, SMART, OUTGOING, CONFIDENT, UNIQUE, DEVOTED, TRUSTWORTHY, SELF-ASSURED, CARING, PLAYFUL, CURIOUS, ACTIVE and FEMININE. Which gives the Siella Montréal women the “Je ne sais quoi” that makes them so enigmatic and sexy!

... je ne sais quoi

her persona SHE IS BETWEEN 25 â&#x20AC;&#x201C; 34 She is cosmopolitan, she loves the excitement of major cities, hence her attachment to MontrĂŠal with its cafĂŠ terrases, its delicious restaurants offering the best flavors of the world and its many festivals. She is aware of the latest trends in music, art and fashion.

Brand Book & Guidelines

She is refined, trendy and fashion savvy. She likes clean looks mixed with functionality. She is a new professional, eager to make her mark in the big city. She is in a romantic relationship, looking forward to the next steps (living together, baby...) She is active, part of a running club, likes mountain hiking and paddle boarding. She likes to connect with nature. She is a natural beauty who promotes body positivity attitude, likes yoga and spinning classes. She is eco-conscious, makes choices that are not harmful to the environment in all aspects of her life.

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She is inspired by the world, likes back-pack travelling, discovering different cultures and natural beauties.

She is feminine, playful and passionate about the well-being of her family and friends. She is independent, self-assured and does not care what anyone thinks. She is sophisticated, sexy and daring.

fearless smart outgoing confident unique devoted trustworthy self-assured protective playful curious active passionate Self-confidence is the new sexy

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Brand Book & Guidelines

I am Siella

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Brand Book & Guidelines

06 branding is a deliberate differentiation. branding brings together two main components:

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Brand identity and brand image.

logo & badges Feminine and minimal, the Siella logo evokes European flavour with romance. Its simple unimposed letterforms, create a beautiful rhythm of modern elegance, which in turn supports our vision and what we stand for as a brand.

BLACK

WHITE

BLUSH

CLEARANCE Always preserve a clear space around the logo to ensure clarity and legibility. No other text or graphics should appear in this area unless specified or approved by the Marketing department. Generally there should be a 0.25 inch space around all sides of the logo.

0.25” 0.25” 0.25” 0.25”

MINIMUM SIZE Minimum size is the smallest size to safely produce the logo for both print and digital application.

0.86”

BADGES

typography Font guidelines and standards have been established in order to maintain consistency throughout the brand. To achieve consistency, it is essential to always use the colours and typeface outlines for each season (subject to change). If there is a need for a different alphabet, a typeface in the official business language, it will have to be submitted to the Marketing department for approval. In order to maintain the brand standards, the new selected font should be in similar style to the original and be consistently used as generic typeface.

Brand Book & Guidelines

PRIMARY — MAIN USAGE

TERMINA - REGULAR

GOTHAM - THIN

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ACCENT — USAGE

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Bargain

Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

COMPLIMENTARY — ALTERNATIVE OPTIONS

ABRIL FATFACE

ABRIL TEXT

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Abril Fatface Regular Abril Fatface Italic

Abril Text Regular

GOTHAM

abcdefghijklmnopqrstuvwxyz 1234567890 Abril Text Italic

Abril Text Bold Abril Text Bold Italic Abril Text ExtraBold

ONLINE - DEFAULT Arial

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Gotham Book Gotham Book Italic Gotham Medium Gotham Medium Italic Gotham Bold

Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Arial Regular Arial Italic Arial Bold Arial Bold Italic

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Brand Book & Guidelines

BRAND DNARB mywatsons.com/pages/siella-montreal

colours The following palette has been selected for use in all communications. Lighter tones of these colors are also allowed.

R : 238

M : 49

G : 145

Y : 28

B : 144

K:0

#EE9190

C:0

R : 232

M : 28

G : 182

Y : 23

B : 166

K:0

#E8B6A6

PANTONE 9240 C

C:0

PANTONE 488 C

PANTONE 2339 C

Brand Book & Guidelines

PRIMARY â&#x20AC;&#x201D; MAIN USAGE

PANTONE 4052 C

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ACCENT

C:2

R : 218

M : 52

G : 136

Y : 40

B : 121

K:2

#DA8879

C:3

R : 244

M : 10

G : 229

Y:9

B : 222

K:0

#F4E5DE

iconography

Brand Book & Guidelines

Our icons are the top visuals in both our internal and external communications. Not only are they visually pleasing, they simplify key elements and get the message across in a universal way.

4-WAY STRETCH

COMFORT STRETCH

BONDED

SUPER SOFT

EXCEPTIONAL WARMTH

MOISTURE CONTROL

BRUSHED FABRIC

HEAT RETENTION

ANTIMICROBIAL

NON DEFORMING

QUICK DRY

TAG FREE

BOTH LAYERS TRAP AIR

ABSOLUTE COMFORT

BREATHABLE

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SOFT INNER LAYER WARM OUTER LAYER

Siella Montréal is completing its assortment with a base layer collection, created and produced by Watson’s Bodywear.

Watson’s Heat base layer offers a super brushed interior for maximum warmth and high performance properties. This fabric offers comfort stretch for ease of movement, and allows heat retention to keep you warm. It’s our ultimate coldest weather protection.

EXCEPTIONAL NON WARMTH DEFORMING

4-WAY STRETCH

HEAT RETENTION

OUR TEMPERATURE GAUGES

Warm > 145 GSM

Warmer > 150-180 GSM

Warmest > 200 GSM

Providing lightweight comfort and an extra layer of warmth. Best used in cool temperatures.

Providing mid-weight comfort and versatility. Best used in cold temperatures.

Providing heavy weight comfort and maximum warmth. Best used in coldest temperatures.

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Brand Book & Guidelines

identity

VISUAL IDENTITY PROPOSITION. The more basic the product, the more design is injected into the communications, packaging, etc. The more fashion the product, the less interference with the end consumer.

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imagery

Brand Book & Guidelines

campaign NATIONAL CAMPAIGNS.

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Brand Book & Guidelines

To create brand awareness for a new product. To drive sales of a product or service.

MICRO CAMPAIGNS. To create brand awareness for a new seasonal collections or specific lifestyle. To drive sales of a product or service.

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Brand Book & Guidelines

brand, website & dot com Technical Specifications: • TIFF (.tif/.tiff), JPEG (.jpeg/.jpg), GIF (.gif) and PNG (.png) format. • Required image pixel dimensions is 1280 x 1600 px or larger in either height or width preferred. • sRGB or CMYK colour mode. • File names must consist of the product identifier followed by a period and the appropriate file extension (Example: Invisible_Wireless Bra_BlushPink_Front_BSILL230OS20-1.jpg or .png). Note: spaces, dashes or additional characters in the filename will prevent your image from going online. Standards: • The image must be the cover art of a professional photographer of the product being sold. • Drawings or illustrations of the product are not allowed. • The image must not contain gratuitous or confusing additional objects. No props. • The image must be in focus, professionally lit and photographed or scanned, with realistic match colour, and smooth edges. • All products should fill 85% or more of the image frame. The full product must be in frame. • Backgrounds must be natural (on set or seamless). • Lighting should highlight the texture of the different fabrics. • The image must not contain additional text, graphics, or inset images. • The additional images must be of, or pertain to, the product being sold. • Cropped or close-up images are allowed. • Backgrounds and environments are allowed.

Validation process. • A folder with all product imagery will be created with images following above standards. • All business units will be able to take these images to provide to any of our B2B accounts and Marketplaces. • Any alterations or retouching must be submitted to Marketing (marketing@chateaubody wear.com) for approval. • Limited image usage rights. Any type of usage must be cleared by Marketing before going live. Partners are subject to chargebacks for extra usage rights. • In order to fulfill everyone’s requests, we require 10 working days for creation and/or approvals. • All requests will be processed on a first come first serve basis.

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Brand Book & Guidelines

B2B & marketplaces

Technical Specifications: • TIFF (.tif/.tiff), JPEG (.jpeg/.jpg), GIF (.gif) and PNG (.png) format. • Required image pixel dimensions is 2000 x 2000 px or larger in either height or width preferred. • sRGB or CMYK colour mode. • File names must consist of the product identifier (Amazon ASIN, 13-digit ISBN, EAN, JAN, or UPC) followed by a period and the appropriate file extension (Example: B00H42ROBK_ BSILL230O20-1_Invisible_Wireless Bra_BlushPink_Front.jpg or .png). Note: spaces, dashes or additional characters in the filename will prevent your image from going online.

Standards: • The image must be the cover art of a professional photographer of the product being sold. • Drawings or illustrations of the product are not allowed. • The image must not contain gratuitous or confusing additional objects. • The image must be in focus, professionally lit and photographed or scanned, with realistic colour, and smooth edges. • All products should fill 85% or more of the image frame. The full product must be in frame. • Backgrounds must be pure white (RGB 255,255,255). • The image must not contain additional text, graphics, or inset images. • Pornographic and offensive materials are not allowed. For additional other view images: • Same as above plus ... • The image must be of, or pertain to, the product being sold. • Cropped or close-up images are allowed. • Backgrounds and environments are allowed. • Text and demonstrative graphics are allowed.

Brand Book & Guidelines

DIALOGUE WITH CONSU MERS

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Our communication style takes a conversational tone with consumers. Itâ&#x20AC;&#x2122;s bold, confident and clever. The visual style is typographically driven with a high contrast between black and white. The copy continues the conversational tone with styling tips offered by the clothing line itself.

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Brand Book & Guidelines

MontrĂŠal

With its strong European influences, the romanticism of Paris, the avant-garde of London, the elegance of Milan; combined with the unapologetic audacity of New York and Los Angeles, making it the perfect place to design an exceptional brand.

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Brand Book & Guidelines

digital presence

EMAILING CAMPAIGNS

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Brand Book & Guidelines

visit us at

www.mywatsons.com/pages/siella-montreal

social network

traditional marketing

Brand Book & Guidelines

BUS SHELTER

OOH

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HOARDING WALLS

TRADESHOWS

Standing Display

Table Top Display

Magazine Ads and Lookbooks

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Brand Book & Guidelines

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Brand Book & Guidelines

MARKETING OUR BRAND Marketing the SIELLA MONTRÉAL brand is a direct and positive association between our product’s quality and the brand. Marketing tools are of paramount importance in communicating a focused message to our core customers and in transmitting the SIELLA MONTRÉAL image. The main marketing objective is to promote the SIELLA MONTRÉAL brand with tools and strategies that elevate the brand, build customer loyalty and sales performance. In order to maintain a cohesive message across the globe; it is imperative that the cross-functional teams, Partners and Distributors, must follow the SIELLA MONTRÉAL marketing guidelines introduced in this brand book. All marketing done locally, whether through in-store signage or advertising, must be approved by the Montréal Marketing department prior to publication. GRAPHIC GUIDELINES, STANDARDS & TIMELINES All projects require a minimum of 10 working days for the Marketing team to strategize, design and provide approved visual artwork. Since the Marketing team services all Partners and Distributors, projects are scheduled on a first-come, first-serve basis, in order of priority and urgency. Please allow a minimum of up to 2 weeks for project completion. Note: more complex projects should be planned as far in advance as possible as they would require much more than the standard 2 weeks. PRINTING Ideally, Partners and Distributors should print all marketing materials locally. In the event that a Partner or Distributor is unable to print locally (i.e: unrealiable printers in a new market, difficulty sourcing materials, etc...). SIELLA MONTRÉAL can make arrangements to have materials printed and shipped from Canada with a minimum 3-4 week notice. All associated costs will be invoiced to the Partner or Distributor (printing, packaging and shipping). COMMUNICATION TOOLS & FTP SITE The main source to obtain all information is the SIELLA MONTRÉAL FTP site, which is available to all Partner and Distributors. Each Partner or Distributor should request a login name and password that will enable them to access the site. All artwork files are posted on this FTP site. Partners and Distributors are responsible to retrieve their specific files and provide them to their printers for local production. *All final artwork must be reviewed and approved by the Montréal head office.

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Brand Book & Guidelines

SIELLA MONTRÉAL 215 St-Zotique West Montreal, QC, Canada, H2V 1A2 514.274.7505

ALWAYS AVAILABLE TO HELP WITH ANY QUESTIONS YOU MAY HAVE.

MARKETING CONTACTS Jean François Paquette e: jfpaquette@chateaubodywear.com T: 514.274.7505 x 216 Elisabetta Crapanzano e: ecrapanzano@chateaubodywear.com T: 514.274.7505 x 255 Zoe Hochman e: zhochman@chateaubodywear.com T: 514.274.7505 x 230