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Table of Contents Introduction Brand Concept Vision Mission Central Values Functional Values Expressive Values Target Group Brand Identity
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In a world where technology and human beings have morphed, TANT finds its place. A fashion brand that doesn’t see wearable technology as a gimmick, but as a normal component of a garment. TANT is here for the digital crusaders, the futuristic nomads, the free spirited professionals who want to explore the world but keep home close at the same time. Our garments will allow you to do so, whilst still looking perfectly professional, whether you are on a beach in Indonesia, or in an office in Seattle. This brandbook will invite you into the world of TANT, where an adventure is always just around the corner and our garments will allow you to go whenever and wherever you wish. Here we share with you our mission, vision, values and brand identity, so you get the full 101 (001011) of the fashion brand of this digital age.
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TANT is the first fashion brand that creates seasonal collections of qualitative garments with wearable technology incorporated. Garments that are not gimmicky, or one off, but truly stylish. Through endless research, we are ever sure to keep incorporating the latest innovations into our products. We wish to make our customers as adaptive as possible to whichever situation or weather condition, whilst staying connected. For us, connectability is the most important. Being able to connect with your family, friends, coworkers and clients from anywhere in the world can save you a lot of time, and make you a lot of money simultaneously. To us, garments aren’t just for dressing up and looking good, but should also be able to fortify you, not just physically.
We are TANT. (VIDEO)
When you’re traveling, you cannot bring your entire closet. That’s why all TANT garments aren’t only connectable, but also multi-functional. A dress that can also be worn as a skirt or a top? We design it. A suit jacket that can also be worn as a waistcoat? We create it, so you can travel light. At TANT we believe that zero UI holds the future, that’s why the only interfaces you will encounter with us are the ones from our website and our app, that’s it, you can feel the rest. We also believe that fast fashion is something of the past, all of our garments are of the highest quality and have a lifelong guarantee. A TANT piece is forever. In the rare case that something happens with your garment, we are happy to repair or replace. Our coders are working day and night for you to have the latest updates. All of our software is updated regularly and of course digitally, so no need to come to a store.
The TANT stores are fully experience-driven. They are not here for the sake of selling our clothes, as all of our garments are sold online, they are here to show you what being part of our world feels like. Naturally you can try on our latest designs, but the main purpose of the brandstores is to invite you into our reality, which is an augmented one of course. We at TANT believe that the world is meant to be explored and we envision a world in which it is possible to live and work anywhere, anytime. Our garments are here to support that quest for freedom, and more importantly, to make it easier.
V II SS II O O NN V In a world of innovation and technology limits do not exist.
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M M II SS SS I I O O NN We are here to make your quest for freedom easier through connected design.
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F R E E D O M At TANT, we believe that freedom is one of the biggest luxuries. The freedom to go wherever, whenever you wish to do so, is something we all dream of. Our garments support that quest for freedom through our products. I N N O V A T I O N Without innovation, we wouldn’t exist. We thank the dreamers, the visionaries and the rebels for their never ending persistence to create a piece of the future. I N D I V I D U A L I S M To be able to travel the world, one adventure at a time, one must be sure of their talents, capacities, and yes, flaws, too. The feeling of not needing anyone, but enjoying company is what TANT stands for.
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M U L T I F U N C T I O N A L I T Y We at TANT believe that traveling is something that should be done light. With just a small carry-on and a laptop bag, you’re ready to take on any adventure coming your way. That’s why our products have multiple purposes at the same time. Q
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Our focus is on quality over quantity. We are on a never ending expedition searching for the best materials to work with, so that you can be sure to love your TANT items for the rest of your life. T E C H N O L O G Y Technology is in our DNA, literally. The WWW runs through the fibers of every TANT garment and we wouldn’t be here today if it wasn’t for Robert E. Kahn, Vint Cerf and Tim Berners-Lee (inventors of respectively the internet and the WWW).
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H I G H
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TANT wouldn’t be TANT without technology. Evidently we bring our tech-identity with us every step of the way. C L E A N
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Just as a beautiful laptop, or phone, we prefer our communication to be as clear, clean and sleek as possible. The best presents don’t need over the top packaging. E L E G A N T As elegant as a beautifully written piece of code, is TANT. We wish to bring out the best in you, not just your most productive or adventurous self, but also your most beautiful and polished self. We are the sum of an elaborate equation.
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Futuristic Vagabonds travel the world whilst working simultaneously. They are young professionals in the age category of 25 - 45 years old and most work as freelancers, or have their own businesses. The industries they’re in differ, but many work in creative or financial sectors. They own or rent studios, apartments or small houses in large cities, but are hardly ever home, because they are always traveling. They have a lot of friends from all over the world, many of which they have accumulated during their journeys. And although the futuristic vagabonds love meeting new people and hanging out with friends, they are mainly individualists. They prefer to do things alone, such as traveling and working. The futuristic vagabonds are early adopters. They are up to date with the latest innovations, thanks to their mild obsession with TechCrunch, and possess the newest gadgets. They are the ones that already use the Microsoft Hololens, virtual reality and wearables, from, for instance, VINAYA. They love to stay healthy, and prefer to eat pure food. Fresh vegetables and fruit, fish or meat; whatever the country they’re currently in has to offer. They stay fit by running, going to bootcamps or doing yoga. They do not follow any diet, but like to stay in balance. They love going out to dinner or going for drinks with friends, and balance that out with healthy food and sports the rest of the week.
Why would these traveling individualists need TANT? Let futuristic vagabond Denise explain it to you. (VIDEO)
Futuristic vagabonds enjoy sharing their adventures online, through either Instagram, vlogging or blogging, or all together. Many can be called Instagram influencers, as they have over 10.000 followers.
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T T II TT LL EE (Comfortaa 30pt or 36pt, light and bold combined.)
TITLE
(Comfortaa 21pt, bold.)
S U B H E A D E R S (Comfortaa 9pt, bold. 3 spaces inbetween letters.)
Subheader (Comfortaa 9pt, bold.)
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque in dolor nec justo cursus egestas et vitae mi. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse eget neque nisi. Duis erat odio, consequat a augue at, tempor vestibulum magna. (Comfortaa 9pt, light.)
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The logo for TANT consists of the name, with a triangle with a roof in it. The triangle stands for change and innovation, whilst the roof stands for protection. The first referring to our ever innovating products and the latter referring to the protection our products offer against different weather conditions. The triangle with the roof is used on its own most of the time.
F O N T The only font TANT uses for all of its products is called Comfortaa.We prefer this font as it is sleek & elegant, just like our products. The font can be distorted or doubled for a more creative brand expression. For a more professional feel, we use the font as it is, but we use our colours to indicate titles and subheaders.
C = 0 M = 0 Y = 100 K = 0 R = 255 G = 255 B = 0 #FFFF00
C = 100 M = 0 Y = 0 K = 0 R = 255 G = 0 B = 255 #FF00FF
C = 100 M = 0 Y = 0 K = 0 R = 0 G = 255 B = 255 #00FFFF
C = 0 M = 0 Y = 0 K = 100 R=0G=0B=0 #000000
C = 36 M = 27 Y = 29 K = 0 R = 163 G = 186 B = 181 #A3BAB5
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We at TANT love to create images that reflect our values perfectly. Friends of the brand Laura and Fleur have agreed to model for this brandbook, and we simply added our signature TANT style. We always wish to make a connection, just as our garments do. That’s why you can always find a digital aspect to our offline communication.
The TANT colour palette stays true to the CMYK colours; cyan, magenta, yellow and key. The only addition we have made is silver. For us, silver symbolises our love and connection to technology.
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