S Ξ R Ξ N S ITY
TA B L E O F C O N T E N T S
4. INTRODUCTION 6 8. VISION 10. MISSION 20. FUNCTIO 26. EXPRESSIVE VALUE 36. BRAND NAM 38. TYPOGRAPHY &
SERENSITY
6. BRAND CONCEPT N 12. CENTRAL VALUES ONAL VALUES ES 32. TARGET GROUP ME AND LOGO & COLOUR PALETTE
SERENSITY
INTRODUCTION WHY DO YOU HAVE THIS BOOK IN YOUR HANDS
THIS BOOK WAS CREATED TO HELP US TO GUIDE YOU WITHIN OUR BRANDING. WE WANT TO ENSURE THAT OUR BRAND MAINTAINS CONSISTENT IMAGE AND FEEL THROUGH OUT THE WORLD. IT IS AIMED TO OUR PARTNERS SEEKING TO FEATURE SΞRΞNSITY AND PEOPLE WHO INTEND TO WORK WITH THE BRAND. THIS FOUNDATION (MISSION, VISION AND VALUES) IS A GREAT TOOL THAT ALLOWS US TO SHOW OUR POSITION AND MAKE YOU UNDERSTAND OUR VOICE.
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INTRODUCTION
BRAND CONCEPT
SERENSITY
BRAND CONCEPT IDEA BEHIND THE BRAND
SΞRΞNSITY IS A BRAND THAT REVOLVES AROUND CLEAN AND UNCLUTTERED LIVING, HONOURING BALANCE, ORDER AND LOVE FOR NATURE. WE ARE FOCUSING ON DEVELOPING AND HELPING TO MAINTAIN BALANCE AND HAPPINESS WITHIN OURSELVES IN A BUSY AND DUSTY CITY.
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SERENSITY
VISION
IT STARTS HERE
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VISION
CONSCIOUS SIMPLICITY CREATES BALANCE
MISSION
WE WANT TO CREATE AN OASIS OF SERENITY AMIDST THE BUSTING CITY THERE IS A HIGH LEVEL OF STRESS AND PRESSURE IN PEOPLE’S LIFE, THEREFORE THE UNHAPPINESS LEVEL IS HIGH AS WELL. WE WANT TO ENCOURAGE PEOPLE TO FIND THEIR BALANCE BETWEEN NATURE AND CITY JUNGLES.
SERENSITY
MISSION
THE PURPOSE
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SERENSITY
OUR CENTRAL VALUES BELIEFS ABOUT OUR RESPONSIBILITY TO OTHERS
WE WANT THE BRAND TO BE MEANINGFUL TO PEOPLE AND CONTRIBUTE TO PEOPLE’S IDEALS IN LIFE.
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C E N T R A L VA LU E S
SERENSITY
OUR BRAND IS MINDFUL AND NOT ONLY ABOUT THE USE OF ORGANIC MATERIALS, BUT ALSO ABOUT THE SUSTAINABLE MANUFACTURING, FAIR LABOR, SOCIAL RESPONSIBILITY AND HIGH QUALITY.
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THIS MEANS THAT IT WILL REQUIRE TO PAY HIGHER PRICES BUT FOR A LONG LASTING ESSENTIAL WITH GUILTY FREE FEELING.
VISION BEING AWARE OF CHOICES
MINDFULNESS 14 15
THE LEAST POSSIBLE
MINIMAL 16 17
INTRODUCTION
IN OUR PURSUIT OF SIMPLICITY WE FOUND CLARITY. FOCUSING ON A SILHOUETTE WITH CLEAN LINES, ITS DESIGNED FOR A MINIMALIST AT HEART OR THOSE WHO WANT TO BECOME ONE AND WE ARE WILLING TO HELP.
WE WANT TO HELP PEOPLE TO DISCERN WHAT IS THEIR ABSOLUTELY ESSENTIAL AND HELP TO ELIMINATE EVERYTHING THAT IS NOT, SO WE CAN MAKE THE HIGHEST POSSIBLE CONTRIBUTION TOWARDS THE THINGS THAT REALLY MATTER.
DISCERNING THR ABSOLUTELY ESSENTIAL
ESSENTIALISM 18 19
SERENSITY
FUNCTIONAL VALUES WHAT WE OFFER ON A FUNCTIONAL LEVEL
MAKING THE BRAND PROMISE CREDIBLE AND TANGIBLE – RELATED TO USE OF THE PRODUCT OR PRODUCT CHARACTERISTICS.
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F U N C T I O N A L VA LU E S
RELATING TO EXPERIENCE
PRACTICAL
AN IMPORTANT VALUE FOR THE BRAND IS TO BE PRACTICAL. WE WANT TO MAKE SURE THAT YOU WILL BE ABLE TO WEAR, USE, AND TREASURE OUR ITEMS FOR YEARS TO COME. WE ARE LEANING TOWARDS VERSATILE AND ADAPTIVE DESIGNS, THAT YOU CAN EASILY MOVE IN THE CONTEXT OF OFFICE TO LEISURE, DAY TO NIGHT.
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FOR US BEING BASED AROUND ENVIRONMENTALLY SUSTAINABLE MEANS OF PRODUCTION AND FAIR LABOR MEANS AS WELL MAINTAINING A HIGH LEVEL OF QUALITY. WE REFINE EVERY LAST DETAIL SO YOU CAN EXPERIENCE A PERFECTLY POLISHED STYLE WITH MINIMUM EFFORT.
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WE WANT TO ENGAGE WITH OUR CUSTOMERS, SHARE THE SAME IDEOLOGY OF INVESTING INTO A PRODUCT WITH GREAT LONGEVITY AND EXCLUSIVITY.
SUPERIOR QUALITY
HIGH END
SERENSITY
EXPRESSIVE VALUES AESTHETICS AND TOTAL EXPERIENCE OF THE BRAND
THE EXPRESSION OF THE BRAND IT’S STYLE, LOOK AND FEEL, TONE OF VOICE AND SYMBOLIC MEANING.
E X P R E S S I V E VA LU E S
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CONTRIBUTES TO A CLEAR, FREE., SUBTLE AND UNOBTRUSIVE BEAUTY. EVOKES THE PEACE IN YOU BY CREATING NOISE REDUCTION IN A CHAOTIC WORLD.
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CALM AND UNRUFFLED
SERENE
WARMTH AND COMFORT
SOOTHING
IT’S ABOUT ORGANIC AND SOFT MOVEMENT. EVEN WHEN IT’S EDGY, IT’S STILL SMOOTH. IT ENVELOPS YOU, WARMING THE SOUL AND COMFORTING THE BODY.
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TA R G E T G R O U P
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SERENSITY
TARGET GROUP CONSCIOUS LIVING • PERSONAL WELL BEING • VALUING THE HEADSPACE
BALANCE SEEKERS ARE UPPER MIDDLE CLASS AND THEY HAVE AMAZING JOBS AND OPPORTUNITIES, GOOD SALARIES, BUT STILL BY THE END OF THE DAY THEY HAVE THIS HUGE LEVEL OF STRESS AND SMALL AMOUNT OF SATISFACTION ABOUT THEIR LIVES, EVEN THOUGH THAT WAS SOMETHING THERE WERE REACHING FOR.
SERENSITY
TARGET GROUP CONSCIOUS LIVING • PERSONAL WELL BEING • VALUING THE HEADSPACE
BALANCE SEEKERS VALUE PEACE OF MIND AND CONSCIOUSNESS. THESE ARE PEOPLE WHO ARE LOOKING FOR THEIR INNER HAPPINESS AND HARMONY. THEY DO NOT WANT TO RUN AWAY FROM REALITY, BUT THEY WANT TO ESCAPE THE FAST LANE AND BRING THE BALANCE BACK TO THEIR LIFE. THERE IS A DESIRE TO SPEND MORE TIME IN RECONNECTING WITH THEMSELVES, THEIR FAMILY AND NATURE.
TA R G E T G R O U P
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SERENSITY
BRAND NAME & LOGO WHAT WE OFFER ON A FUNCTIONAL LEVEL
SΞRΞNSITY COMES FROM THE DESIRE TO CREATE A STATE OF CALMNESS WITHIN THE BUSY LIFE IN THE CITY. IT ALL HAS STARTED WITH THE ESSENCE, THE WORD SERENITY. SEREN + CITY = SERENCITY. THEN, THE FURTHER CHANGE OF THE LETTER «C» FOR A MORE COHESIVE FEEL: SERENSITY.
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N A M E & LO G O
THE LOGO IS IN BLUE TONES EVOKING TRUST, RESPONSIBILITY, HONESTY AND QUIETNESS. IT’S A REPRESENTATION OF A MOVEMENT OF WATER WITH A BIT MORE EDGY AND GEOMETRICAL WAVES TO MAKE IT MORE INNOVATIVE AND CONTEMPORARY. THE WAVES ARE CONCLUDED IN A CIRCLE THAT STAND FOR LIFE, INFINITY, EMOTION AND RECYCLING.
S Ξ R Ξ N S ITY
CO LO U R S
COLOURS BACK TO PURITY, BACK TO SIMPLICITY.
THE COLOURS USED ARE EARTHY TONES. FROM GREENS TO BROWN, LIGHT SHADES OF PINK, ORANGE AND BLUE. WE WANT COLOURS TO CALM YOU DOWN, BRING BACK TO NATURE OR CREATE A MEDITATIVE SPACE TO ESCAPE WHEN YOU ARE TIRED OF THE CITY . WE USE A LOT OF WHITE AND FREE SPACE AS WELL. FOR US IT’S LESS, BUT BETTER - BECAUSE IT CONCENTRATES ON THE ESSENTIAL ASPECTS, AND THE PRODUCTS ARE NOT BURNED WITH NON-ESSENTIALS.
TYPOGRAPHY
& TYPOGRAPHY THE FONT IS LATO (MEANS “SUMMER” IN POLISH) WHICH IS CAREFULLY BALANCED. THE TYPEFACE SEEMS QUITE “TRANSPARENT” WHEN USED IN BODY TEXT BUT DISPLAYS SOME ORIGINAL TRAITS WHEN USED IN LARGER SIZES. IT HAS CLASSICAL PROPORTIONS (PARTICULARLY VISIBLE IN THE UPPERCASE) TO GIVE THE LETTERFORMS FAMILIAR HARMONY AND ELEGANCE.
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A B C Ć D E F G H I J K L M N O P Q R S Š T U V W X Y Z Ž a b c ć d e f g h i j k l m n o p q r s š t u v w x y z ž 0 1 2 3 4 5 6 7 8 9 ( . , : ; ! ? @ # $ % & “ )
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FONT: LATO THIN (BODY) SIZE: 9 PT
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A B C Ć D E F G H I J K L M N O P Q R S Š T U V W X Y Z Ž b c ć d e f g h i j k l m n o p q r s š t u v w x y z ž a 0 1 2 3 4 5 6 7 8 9 ( . , : ; ! ? @ # $ % & “ ) FONT: LATO HEAVY ITALIC (SUBHEADER) SIZE: 9 PT
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S Ξ R Ξ N S ITY BY EKATERINA PETROVA. AMFI 2017