brand book
Contents about SUNDAY.
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objectives
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brand values
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personality
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sustainability
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USP
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voice
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customer
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brand positioning
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logo
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colour scheme
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typography
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photography methodology
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website
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app
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About Sunday. SUNDAY. is a new clothing brand that puts minimalism and sustainability at the core of what it does. SUNDAY.’s goal is to produce high quality, timeless and current garments in the hope this will prevent ‘throwaway fashion’ and fight the ongoing struggle the fashion industry is having to protect the planet. Sustainable garments aren’t SUNDAY.’s only focus, everything from the packaging to the production is as sustainable and ethical as possible. SUNDAY. provides its customers with high quality and affordable minimal wardrobe staples and essentials.
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objectives
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To be honest and transparent with the consumer to build a trusting relationship and strong reputation.
1. To be inclusive and to attract and
communicate to a wide and diverse audience.
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To build a community of caring consumers.
2. To inspire and provoke change
in consumer behaviours to include more sustainable shopping habits.
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To be as sustainable and ethical as possible by continuously researching new technologies and innovations.
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image: Benjamin Vnuk
brand values
inspiring SUNDAY. wants to inspire its customers to shop sustainably and increase their knowledge on sustainability within the fashion industry. SUNDAY. also wants to inspire customers style and how they can wear their SUNDAY. products endlessly.
transparent SUNDAY. wants to be as open and honest with our customers as possible, whether it be about our sustainable practices or the conditions of our workers. We want to build a loyal and trusting relationship with our customers.
inclusive
sustainable Sustainability is at the core of what SUNDAY. does. From the way our clothing is made, to what they’re made from to their packaging. It is SUNDAY.’s main goal to help protect our planet in any way we can.
minimal
We want SUNDAY. to be available and appealing to anyone. We aim to be as inclusive as possible from our sizing to our model choices.
on-trend
SUNDAY. focuses on the simple things in everyone’s wardrobe to provide timeless fashion, build outfits or provide our customers with something simple and comfy to lounge in. It’s not just the clothing that’s minimal though, the layout of our website, social media and imagery follow a minimal theme too.
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Although our products focus on basics and essentials we want to meet the demand of our customer and remain relevant. We will continue to follow current trends whilst remaining true to our style and brand.
5 image: The Good Trade
Personality SUNDAY. is transparent with its consumers to portray our personality and identity honestly. We want to empower, inspire and uplift our customers through our products, our imagery and promotions and the language we use. We want our customers to not only love our products but us as a brand. We are innovative, caring, inspiring and inclusive.
image: getty images
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Sustainability
SUNDAY.’s main focus is to play a positive part in making the fashion industry become more sustainable and ethical. By making high quality, timeless products, SUNDAY. hopes this will reduce “throwaway fashion” and make consumers want to hold on to garments for longer. All SUNDAY. products are made from sustainable and recyclable or reusable materials such as upcycled polyester and recycled cotton. Not only are all our products made from sustainable materials but so is our packaging which is 100% recyclable. SUNDAY. promises to never use toxic chemicals on our products and to always keep any waste to an absolute minimum. We have a responsibility to be completely honest with our consumers about the manufacturing of both our products and our brand.
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we are SUSTAINABLE
Using a variety of sustainable materials including organic and recycled cotton and recycled polyester. Along with working to reduce water and plastic pollution, toxic chemical usage and material wastage.
USP we are MINIMAL
We follow a minimal style to keep our clothing timeless. We make sure they last as long as possible by using high quality materials in the hope to prevent throwaway fashion.
we are SUNDAY. 10
image by me
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Authentic
voice
We want to be as truthful and honest with our consumer as possible, we hope our content and personality will portray this. By being authentic we will be able to build a trusting and loyal consumer relationship.
Informative SUNDAY.’s aim is to be as sustainable as possible but we also want to encourage and inform our consumer on how they can be sustainable too. We want to inform our consumers what we are doing and what they can do.
Passionate We are passionate about what we do and we want to share our passion with our consumer with the hope to inspire.
A brand’s tone of voice is important to connect and communicate with their consumers. It’s also important to portray a brand’s personality in an authentic and consistent manner. A brand’s tone of voice can be seen on all platforms, communication channels and promotions which is why it is important to relate to and attract its target audience and remain consistent. SUNDAY. focuses on providing both a service and products to its consumers, to do this SUNDAY. communicates directly to its consumer by using personalised and direct language. SUNDAY.’s tone of voice incorporate the following characteristics... 12
Empowering We want to encourage and empower women to love themselves and feel strong and confident in their bodies. This message will be shown and promoted through visuals accompanied by captions that will encourage and uplift the audience. image: thegoodtrade.com
primary customer The primary customer consists of young women between the ages of 18 and 30 who lead a minimalist lifestyle or have a basic fashion sense. As SUNDAY. products consist of wardrobe essentials and staples, they will appeal to almost everyone. The primary customer can vary from someone who keeps up to date with current trends and knows how to style and dress-up an outfit/garments accordingly to others who opt for a more basic and comfortable style. Their wardrobe consists of staples and essentials to be paired with bolder and more trendy garments and accessories to build an outfit. SUNDAY.’s primary customer could be seen shopping at H&M, ASOS, Weekday and Zara. In their spare time, the customer enjoys browsing Instagram and Pinterest to find outfit inspiration and online shopping.
image: @missjoslin Instagram
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SUNDAY.’s secondary customer is within the same age bracket as the primary. They are more eco conscious than the primary customer. The secondary customer is aware of the effects of fast fashion on the environment and want to do what they can to reduce the negative effects the fashion industry can have on the planet.
secondary customer
SUNDAY.’s secondary customer opt to shop sustainably where they can and tend to go for ‘timeless’ garments that they will get a lot of use out of for longer. They are happy to spend a bit more on a sustainably sourced product or invest in an ethical brand. They often shop in charity shops or online on shops like Depop, Ebay and ASOS Marketplace. The secondary customer will choose to recycle, reuse or upcycle any unwanted or damaged products rather than just throw them away.
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image: Organic Basics
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Brand Positioning SUNDAY. is an affordable and sustainable clothing brand. The price of our products reflects the quality and manufacturing of the product. We help fill our customer’s with all the essentials and staples it needs to lounge around in or to build a great outfit.
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LOGO
Our logo is very prominent across all aspects of our brand so it’s important it follows the aesthetic and style of our brand. Across SUNDAY.’s branding the logo remains in the neutral colour (Pantone 4685c). However, on garments the logo matches the colour of the garment to keep the branding simple and minimal. The simple ‘S’ logo will be used for smaller icons like social media and the app.
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Colour Scheme From the products to Instagram to the branding, SUNDAY. keeps a soft, neutral colour palette which correlates to SUNDAY.’s minimal aesthetic. On the left is the colour scheme used only for SUNDAY.’s branding.
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Typography Futura Bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Futura Medium Aa Bb Cc Dd Ee Ff Gg Hh Ii Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
We believe that clear and simple fonts are easier to read and suit the minimalist style of our brand. The bold font is used for price points and small headings on both the website and app. Futura Medium is the most common font used by SUNDAY. It’s used for product and brand information on the website and app and in brand documents such as promotional strategies and product ranges. Light font is used on SUNDAY.’s website and app also for headings.
Futura PT Light Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
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Photography Methodology We like to keep our imagery neutral and minimal. Backdrops must be clean, neat and not too busy. The main focus is our products and our models. A neutral and simple colour palette should be followed to make imagery compliment each other and represent the aesthetic of the brand. As far as models go, we don’t exclude anyone, we want to empower and inspire our women to love and celebrate themselves and their bodies. We don’t retouch model’s bodies, we want our imagery to show real bodies and real women. Every woman is beautiful and no one needs to be retouched or edited!
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27 image by me
Website
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App
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Chloe Palmer BAFM303
Creative & professional conclusion