BRAND IDENTITY & STYLE GUIDE //
ADVENTURE ALL SEASON
contents. 02|TOUGH OUTFITTERS BRAND IDENTITY & STYLE GUIDE
contents.
04. BRAND IDENTITY// BRAND VOICE 08. & STRATEGY// 12. BRAND VISUALS// BRAND 20. EXECUTION// 05 Our Story 06 Who We Are and What We Believe In 07 Our Audience
12 Moodboard 14 Logo & Variations 16 Guidelines 18 Typography 19 Color Scheme
09 Brand Touchpoints 10 Brand Personality 11 Brand Slogan
21 Merchandise Line 22 On and Off Amazon 25 Social Media 28 Packaging
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our story.
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brandidentity.
Tough Outfitters is an outdoor sporting goods company started by explorers for explorers. We trace our beginnings back to California where a small community of brazen adventurers gathered together, believing that life is one short, daring adventure. We are passionate about sharing the ways we can all have more fun-filled adventures together
— ONE TOUGH PRODUCT AT A TIME
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Our Promise
From headwear to hiking gear, we promise to bring you sturdy yet affordable products that will let you step comfortably into any adventure, anytime.
Our Values
Our top priority is to be your constant companion in living your curious life. By adapting to your outdoor lifestyle, we aspire to build versatile gear that will last you a lifetime of exploration.
Mission and Vision
Built for roamers who never stop exploring, our goal is to offer the best and long-lasting outdoor equipment to match your expectations. We continuously innovate and produce product assortments that cater to your daily adventures. We aim to expand our availability across the globe, making our brand available outside the US.
who we are & what we believe in. 06|TOUGH OUTFITTERS BRAND IDENTITY & STYLE GUIDE
brandidentity.
For anyone who is not afraid to experience the wonder and thrill of the outdoors - trailblazers, adventurers, ďŹ tness enthusiasts, everyone fuelled with adrenaline rush, our wide variety of gear caters to ages 5-50.
our audience. TOUGH OUTFITTERS BRAND IDENTITY & STYLE GUIDE|07
brand touchpoints.
For efďŹ cient and powerful brand recognition, we communicate in a clear, consistent manner across all of our touch points
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brandvoice&strategy. Digital Media
Amazon
Marketing
Direct Mail Social Media
Email Marketing
BRAND
Amazon
Corporate Identity
Shopify
Collaterals Advertising Campaigns
Sales & Promo Materials
Packaging Design
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brand personality. From copywriting to imagery, our brand resonates this messaging:
Character
warm, fun, and driven Tone of Voice
personal and direct Language
simple and fun Purpose
inform and sell 10|TOUGH OUTFITTERS BRAND IDENTITY & STYLE GUIDE
brandvoice&strategy.
Made for explorers by explorers
Adventure All Season Go On Explore
brand slogan.
Our brand taglines showcase our shared passion for the outdoors and product flexibility we offer to the consumer. TOUGH OUTFITTERS BRAND IDENTITY & STYLE GUIDE|11
mood board.
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brandvisuals.
We hope to encapsulate a sense of hippie adventure and laid back community in all our imagery. Locations of our shoots are mainly outdoor environments to help consumers relate and connect with the lifestyle of our brand. Using vintage ďŹ lters and presets, subdued and earthy layouts are also incorporated across all our brand touch points. Watermarks are also used in 20% opacity especially on our Amazon listing images to avoid alteration and stealing.
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This is our current logo. We put our brand name beside a mountain icon inside a hexagon outline. This is used in all our product branding and online presence.
This is how our logo looks like in a grid. The clear space around it should be maintained to make it look clean and professional.
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brandvisuals. 01
02
03
logo & variations. Use only these four logo variations, either horizontally or vertically. TOUGH OUTFITTERS BRAND IDENTITY & STYLE GUIDE|15
guidelines.
Our logo should always be used in its approved format. It should never be modiďŹ ed. Here are some proper and improper uses of our logo.
DO Put a clear space around the logo to make it look very clean.
Use the logo in black and white variation only
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brandvisuals.
DON’TS Please do not rearrange our logo in any way other than the original placement. Please do not rotate our logo. Use it only horizontally and vertically. Please don’t add drop shadow, emboss, shading, or any effect on our logo Please don’t use outline version of our logo
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HELVETICA NEUE//
Montserrat Light//
Aa Aa Aa
Montserrat Regular//
Montserrat Bold//
A
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890.,:;(£$&@*)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.,:;(£$&@*)
Texta Alt Bold//
Aa Aa Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.,:;(£$&@*)
Texta Alt Bold//
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.,:;(£$&@*)
Texta Alt Bold Italic//
typography.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.,:;(£$&@*)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.,:;(£$&@*)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.,:;(£$&@*)
Helvetica Neue is our main typeface for the logo. While Montserrat Family is our typeface for Off Amazon and Texat Family for Amazon listings. Both typeface are not only for the body text but also for title and subtitle. Just use a different type of thickness to highlight. 18|TOUGH OUTFITTERS BRAND IDENTITY & STYLE GUIDE
PRIMARY COLORS
brandvisuals.
Process Black Morris Grey C-34 M-32 Y-41 K-1 Indian White C-5 M-6 Y-19 K-0
SECONDARY COLORS Portrait Tone C-24 M-41 Y-55 K-1
Dark Hunter Green C-71 M-50 Y-67 K-39
Blue Green C-61 M-38 Y-48 K-9
Bunglehouse Blue C-73 M-52 Y-43 K-18
color scheme.
Antiquarian Brown C-36 M-53 Y-77 K-17
Rembrandt Ruby C-30 M-74 Y-67 K-19
For universal appeal, we use neutrals as primary colors, with earth tone and vintage secondary colors for contrast. These brand colors should be utilized in all messaging mediums. TOUGH OUTFITTERS BRAND IDENTITY & STYLE GUIDE|19
merchandise.
All our merchandise line, from headwear to outdoor gear carries our main logo for consistency and easy recognition.
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brandexecution.
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on amazon.
Our main e-commerce store is Amazon.com. From storefront, to ebc and listings we maintain a cohesive look to develop easy recognition, customer loyalty, and competitive advantage. Usage of clean layout and clipping shapes are utilize for impactful imagery. We use self explanatory icons to highlight product features and lifestyle usage. We make sure that our content is easily readable and not overwhelming for the consumer to understand.
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brandexecution.
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www.toughoutямБtters.com 24|TOUGH OUTFITTERS BRAND IDENTITY & STYLE GUIDE
brandexecution.
off amazon.
To cater to consumers worldwide, we are extending our sales channel through Shopify, our ďŹ rst online store outside Amazon. We also maximize our social media presence across all platforms. TOUGH OUTFITTERS BRAND IDENTITY & STYLE GUIDE|25
www.instagram.com/toughoutямБtters
social media.
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www.facebook.com/toughoutямБtters
brandexecution.
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56.09 mm
146.20 mm
packaging & collaterals. Our product packaging and collaterals maintain the clean look. We opt for simple layouts to not overpower our merchandise 28|TOUGH OUTFITTERS BRAND IDENTITY & STYLE GUIDE
brandexecution.
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