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introduction
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Vision and Mission statement
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Brandconcept
Brand values
central values functional values expressive values
design language
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introduction i n t ro d u c tion A brandbook is essential when introducing a new brand. It is more than just a name and a logo, it is a philosophy. This one embodies the brand xeirs: visually, sensually and contentwise. It introduces the brand’s core, what it stands for and believes in as well as external appearance in design language and overall feel. After having the core of the concept with vision, mission and tribe the brandbook takes it a step further: specific decisions about the logo, brand name, design and tone of voice have to be made in order to present the mood and personality of the brand. Now it’s your turn to explore!
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“Sexuality i s who w h o you y ou go g o to to “ Sexu a li t y is bed b ed with. wit h . Gende r is i s who w h o you y ou go g o to to bed bed Gender as.” as.” (Amy Ellis Nutt, Becoming Nicole, p. 109)
brandconcept Gender is a very complicated theme often mistaken with sexuality and taken as a settled thing for centuries. There was always the man and the woman. But is it really that easy? We believe there is more than just two options, we are all complex individual human beings. That’s why we want to invite everyone to find their true self, whether you feel masculine and feminine or nothing at all. Xeirs is a safe place to experiment and discover to express your personal style regardless of any gender norms that have been established by society. We do this in connection with a bold and colourful style because we don’t want you to be quiet and trying to hide but to be brave and loud. Dive into the fun world of xeirs where everything is possible! B r a n d b o o k
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genderfluidity should not be hidden but celebrated
vision
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mission
we reinvent non-binary style to fit a new bold generation B r a n d b o o k
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central values genderfluid
We believe that the world is not only black and white, man and woman but that persons should be valued as whole people. Gender should not be made up of only two boxes but a fluid mixture of everything.
individualism
Everyone is different and special in their own way and this individuality should be shown. We give our customers the space to discover their true self instead of trying to fit in societal boxes.
impartiality
Open-mindedness and a non-biased look on others and yourself is crucial to discover personalities outside of the gender norms.
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functional values expressiveness
Our products enables you to show your inside out, your individual personality regardless of gendernorms.
comfort
Feel comfortable from the inside but also from so outside with soft materials and a variety of sizes to fit every bodytype.
affordable
We stay at an affordable price level so that you can experiment adn mix and match more to get the most out of xeirs.
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expressive values bold
In order to have an impact on society we have to be bold to be seen. Be brave, be bright, be bold.
playful
xeirs is here to have fun, discover and experiment which can also be seen in the colours and comic-like layout.
nonconformist
In order to find something new you have to step out of the norms. How boring would life be if everyone always followed the rules?
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target ta rg et group g ro u p
Other unisex labels are already fighting against the traditional gender norms but in a very different way: mostly very toned-down and uniformal. For the “individualistic iGeneration” xeirs fills the gap in the market: a nonbinary brand that does not aim towards equality but individuality. With xeirs they finally have a place to discover and experiment free from all gender boxes but in an outspoken, bold and colourful style that fits this tribe well. It doesn’t matter if it is just a day out with friends in the park discussing political issues or having fun on a night out, at xeirs you can always find the perfect look. As they are digital natives most communication with the brand is online informing about new collections, events or offers. Only the store itself stays offline to keep the real experience of exploring and experimentation alive.
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Bungee Shadow setting a statement in caps, bold and playful
font choices
logo Black & White
The brand name xeirs is put together from two words: xe = genderneutral pronoun theirs = possesive pronoun, showing that the brand is for everyone
Montserrat medium simple but bold a mixture of soft roundness and harsh edges
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logo coloured colour scheme
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C0 M26 Y8 K0 - a light pink did you know that pink used to be a boys colour before 1920? No? We just want to make this controversial colour available for everyone free of any predjudices C2 M11 Y79 K0 - a full on yellow to losen up the soft pink and bringing bright happiness to your day C0 M0 Y0 K100 - deep black to balance out the colourness and give it deep shadows and contrast -
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Image Sources: p. 6 https://www.instagram.com/p/BA-dwqRitzU/?taken-by=tonyfutura&hl=de p. 8 http://www.laurencephilomene.com/nonbinary#62 p. 10 https://www.instagram.com/p/BT4yr5Rlq3l/?taken-by=wearablex&hl=de p. 11 https://www.instagram.com/p/BTxVys4l-OI/?taken-by=wearablex&hl=de p. 12 https://www.ignant.com/2014/08/08/conceptual-photography-by-faber-franco/?lang=de p. 15 http://www.laurencephilomene.com/ p. 16 https://dribbble.com/shots/2180145-Bananda/attachments/401705 p. 19 http://www.shopjeen.com/products/78325/eggplant-charger-purple-emoji-pow er-bank https://www.instagram.com/p/BOKZeARB8iL/ http://karlaaz.tumblr.com/
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Clara Bonnet B1Ei Amfi 2017
2017