Watson's Bodywear by chateaubodywear

BRAND BOOK Â®

MARKETING GUIDELINES 01.2020 | EDITION 1

01.2020 | E1

Brand Book & Guidelines

01. BRAND STORY. PAGE 5

02. VISION. PAGE 7

03. MISSION. PAGE 8

04. VALUES. PAGE 10

05. WHO IS WATSON? 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

01.2020 | E1

Brand Book & Guidelines

01 BRAND STORY. Proudly founded in 1863, the Watson’s brand has built a solid reputation based on innovation, know-how and product expertise; producing quality, comfort and high value underwear. Today, more than 155 years later, we continue to grow and innovate with the help of our clients and partners; which translates into solid expertise in the creation, development and production of high-quality men’s underwear. 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-evolving needs of our clients.

Watson’s was at the forefront of the evolution and democratization of men’s underwear • • • •

The traditional Coverall and Long Johns The arrival of the Short and Jumpsuits The white classic Briefs with the ‘Y’ opening The liberalization of the 60s & 70s brought the famous “Masculine Bikini Slip”. • The 80s, with the arrival of controversial, body revealing advertising campaigns by top brands, the Boxer took off and became a male fashion statement.

01.2020 | E1

Brand Book & Guidelines

1982. In 1982, Château Bodywear acquired the Watson’s brand and over the years, has successfully developed the brand into a dynamic and contemporary men’s bodywear line. Château Bodywear Inc, is a strategic 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 as well as for many North American retailer’s private labels.

VISION.

01.2020 | E1

Brand Book & Guidelines

Bring the best product to the world market and have our brand recognized as a leader in the premium underwear category.

MISSION.

Our dedicated development team works very hard in our own innovation center to create and source the best materials in the industry. We’re dedicated to finding and using the finest fabrics, whether that’s the highest quality of cotton, the softest modal or the most innovative stretch components. As a manufacturer, we can launch innovative product and maintain a range of prices that makes us extremely competitive.

mywatsons.com

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.

Brand Book & Guidelines

QUALITY.

01.2020 | E1

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.

LOYALTY.

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.

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

CREDIBILITY.

ARE COMFORT. E ARE QUALITY. E ARE INNOVATION. E ARE DURABILITY.

01.2020 | E1

Brand Book & Guidelines

Â®E

WE STRIVE TO CONNECT STYLISH AND MODERN FEELING ELEMENTS IN A CONTEMPORARY GLOBAL BRAND. WATSON’S DELIVERS HIGH-QUALITY FASHION-SAVVY, ESSENTIAL UNDERWEAR, LOUNGEWEAR AND BASE LAYER AT COMPETITIVE PRICES.

01.2020 | E1

Brand Book & Guidelines

WHO IS WATSON ? Watson’s underwear is inspired by the modern man who values work and life balance. The self-assured Watson’s man is FEARLESS, SMART, OUTGOING, CONFIDENT, DEVOTED, TRUSTWORTHY, CARING, PLAYFUL, CURIOUS, ACTIVE and PASSIONATE. Which gives the Watson’s guy the “Smart Ass” attitude that makes him so quirky and sexy! From Briefs to Boxers and Trunks, Watson’s offers styles for every type of activity. We understand that the modern man’s needs are more elaborate than the typical Boxers or Briefs choice. Different underwear for different occasions. He doesn’t choose the same underwear for his every day activities or for working out, as he does for dating. His go-to underwear is based on the ultimate comfort, quality and durability. Also, the support factor in all of his movements is essential, whether they bunch up or hike up his thighs, and lets not forget… the “bulge” effect. Always on the forefront of trends, the brand also features new designs, trendy colours, cool patterns and everyday essentials. Watson’s also offers performance underwear that is both ideal for the gym and team sports, supporting what’s important when moving and keeping you always cool.

PERSONA.

HE IS BETWEEN 25 – 34

Brand Book & Guidelines

He is a neo-hipster, he loves the urban jungle of major cities, the excitement we find through the countless terrases, the delicious restaurants, the night life and the summer festivals. He is aware of the latest trends in music, art and fashion. He is casual, trendy and fashion forward. From his work attire to date night, to his athleisure outfits. He is in transition, a graduate from university and is starting his professional career. He is active on the dating scene, “swiping” for love. He is energetic, enjoying fat-bike riding, running urban parkour, likes slacklining and river surfing. He likes to be in sync with nature. He is body conscious, likes CrossFit training and stretching classes. He is earth-friendly, makes life choices that are not harmful to the environment.

01.2020 | E1

He is connected to the world, likes back-pack travelling and discovering uncharted territories.

He is one of the boys, always there for a Hockey/ Football game night with his bros. He is spontaneous, confident and does not care what anyone thinks.

FEARLESS. SMART. OUTGOING. CONFIDENT. UNIQUE. DEVOTED. TRUSTWORTHY. SELF-ASSURED. PROTECTIVE. PLAYFUL. CURIOUS. ACTIVE. PASSIONATE. WE LIKE HIS “SMART ASS” ATTITUDE.

01.2020 | E1

Brand Book & Guidelines

I AM WATSON

01.2020 | E1

Brand Book & Guidelines

01.2020 | E1

Brand Book & Guidelines

06 22

BRANDING IS A DELIBERATE DIFFERENTIATION. BRANDING BRINGS TOGETHER TWO MAIN COMPONENTS: BRAND IDENTITY AND BRAND IMAGE.

LOGO & BADGES. A logo is a graphic mark, emblem, symbol or stylized name used to identify a company, organization, product, and brand. It may take the form of an abstract or figurative design, or it may present as a stylized version of the company’s name for brand recognition. Logos have become an integral part of the company’s brand identity.

BLACK

WHITE

RED

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”

MINIMUM SIZE Minimum size is the smallest size to safely produce the logo for both print and digital application. 0.9”

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

GOTHAM - BOLD

GOTHAM - THIN

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ACCENT — USAGE

prism

01.2020 | E1

A1 24

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

COMPLIMENTARY — ALTERNATIVE OPTIONS

AVENIR CONDENSED

BERTHOLD AKZIDENZ GROTESK

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Avenir Condensed Regular Avenir Condensed Italic Avenir Condensed Bold Avenir Condensed Bold Italic Avenir Condensed Heavy

Berthold Akzidenz Grotesk Bold

abcdefghijklmnopqrstuvwxyz 1234567890 Berthold Akzidenz Grotesk Bold Condensed

GOTHAM

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

01.2020 | E1

Brand Book & Guidelines

BRAND DNARB mywatsons.com

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

Brand Book & Guidelines

PRIMARY â&#x20AC;&#x201D; MAIN USAGE

BLACK

80%

50%

01.2020 | E1

ACCENT

WARM RED

C:2

R : 233

M : 91

G : 62

Y : 83

B : 58

K:0

#E93E3A

15%

C:0

R : 35

M:0

G : 31

Y:0

B : 32

K : 100

#231F20

BASE LAYER

PANTONE 306 C

DOUBLE LAYER

PANTONE 382 C

PERFORMANCE

PANTONE 2728 C

WAFFLE

C : 76

R:0

C : 22

R : 196

C : 99

R:0

M:0

G : 181

M:0

G : 214

M : 76

G : 71

Y:0

B : 226

Y : 100 B : 0

Y:0

B : 187

K:0

#00B5E2

K:0

#C4D600

K:0

#0047BB

HEAT

C:2

R : 233

C:2

R : 237

C:1

R : 243

C:1

R : 253

C:0

R : 255

M : 91

G : 62

M : 73

G : 104

M : 52

G : 144

M : 22

G : 199

M:0

G : 243

Y : 83

B : 58

Y : 84

B : 60

Y : 84

B : 63

Y : 100 B : 12

Y : 86

B : 59

K:0

#E93E3A

K:0

#ED683C

K:0

#F3903F

K:0

#FFF33B

#FDC70C

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

01.2020 | E1

SOFT INNER LAYER WARM OUTER LAYER

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.

01.2020 | E1

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.

01.2020 | E1

Brand Book & Guidelines

IMAGERY.

CAMPAIGN. NATIONAL CAMPAIGNS.

01.2020 | E1

Brand Book & Guidelines

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

DESIGNED FOR GROWN-UPS

MICRO CAMPAIGNS.

ADVERTISING.

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

01.2020 | E1

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.

01.2020 | E1

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_BSILL230O 20-1_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 color, 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.

01.2020 | E1

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.

08 BRANDS ARE BORN. NOT CREATED.

01.2020 | E1

Brand Book & Guidelines

MONTRÉAL. 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.

01.2020 | E1

Brand Book & Guidelines

DIGITAL PRESENCE.

09 mywatsons.com

01.2020 | E1

Brand Book & Guidelines

VISIT US AT www.mywatsons.com

SOCIAL NETWORK.

TRADITIONAL.

Brand Book & Guidelines

BUS SHELTER

OOH

01.2020 | E1

HOARDING WALLS

TRADESHOWS

Standing Display

Table Top Display

Magazine Ads and Lookbooks

11 mywatsons.com

01.2020 | E1

Brand Book & Guidelines

PROCESS & VALIDATIONS.

01.2020 | E1

Brand Book & Guidelines

MARKETING OUR BRAND Marketing the WATSON’S 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 WATSON’S BODYWEAR image. The main marketing objective is to promote the WATSON’S 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 WATSON’S 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 graphics. 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...). WATSON’S 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 WATSON’S 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.

01.2020 | E1

Brand Book & Guidelines

WATSON’S BODYWEAR 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