Brand Handbook K E N D E R B R AN D S T R AT E GY
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About your brand guidelines This document is intended as a foundation to build the Kender brand. Anybody who writes, designs, or communicates about Kender (employees, writers, designers, marketers, etc.) can use this document to save time and provide a consistent experience to our audience. This document is not set in stone, but rather, a living document that reflects who Kender is in the current and near-term state. L A S T U P DAT E D APR I L 2020
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Table of Contents 04 Brand Foundation Purpose and Vision Brand Values Style Keywords 09 Brand Inspiration The Sensualist The Maverick 12 Audience Considerations Our Customer Empathy Map 14 Visual Strategy Design Principles Logo System Color Palette Typography Design Elements
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Purpose Our purpose is a clear description of why we’re in business. It summarizes the difference we’re trying to make in the world and what drives us every day.
We believe in creating beautiful, luxurious, and highly versatile handbags that make women feel confident and carefree. Because of this, we mindfully combine unexpected, bold hardware details with high-end leather materials to create stunning, functional handbags.
Vision Our vision describes what the future will look like once our goals are achieved. It’s important to have a clear understanding of our vision so everyone is working towards a common goal.
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Our vision is to be the must-have American accessory brand for women who appreciate luxury just as much as versatility.
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MIND FUL NE SS
Values Our values are the attitudes and beliefs at the core of our company. They embody what’s important to our business, and they should be reflected in all of our decisions and actions.
We believe in being mindful in every detail and considering our customers’ needs every step of the way. We live this value by: Sourcing only high-quality materials Offering a wide variety of creative designs, colors, and textures Carefully crafting our handbags locally and using sustainable methods and materials Offering a generous, easy return policy to instill trust and confidence in our buyers
EXPRE SSION We believe in creating bold, beautiful handbags that attract compliments and conversation for the sophisticated woman who isn’t afraid to be a trendsetter. We live this value by: Not just following trends, but also taking a fresh, modern, nontraditional approach to designing polished and functional handbags Crowdsourcing ideas for our handbags Offering customizable details that allow for one-of-a-kind creations Remaining flexible and ready to adapt to the needs of our customers based on their feedback and shifts in the market
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VA L U E S CO NT I N UE D
BAL ANC E We believe in creating handbags that balance fashion with functionality. We live this value by: Blending our love of fashion with considerable testing and research to ensure our handbags are both beautiful and versatile Designing bags that can easily transition from day to night, work to family, or on-the-road to right-at-home Striking the balance between offering the personal service and connection you get with a local boutique brand, with the quality and reachability of a larger brand
D E L IGH T We believe our designs should be fun to use and make those who wear them feel special. We live this value by: Creating handbags that are luxurious but not pretentious Using reliable, high-quality materials in playful and unexpected ways Adding fun touches, such as bold hardware and unique leather combinations Actively looking to our customers for feedback and ideas for future design inspiration
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Style These traits represent our core characteristics and style of doing business. They’ll be used as a source of inspiration and guidance for future branding, site design, marketing, and more.
D YNAMIC vibrant, captivating, exciting (but not loud, exaggerated, or pushy) We show we are dynamic by: Use fresh language peppered with playful words and bold imagery to share our enthusiasm Showing customers real, interesting people behind the scenes, as well as other customers who love our handbags Share our excitement and love for fashion in an approachable, inclusive way
NATURAL warm, candid, friendly (but not overly casual or unrefined) We show we are natural by: Keeping communication simple and conversational Writing with a focus on our customer and what they can do, rather than what we are doing for the customer Speaking directly to our customers using first person (“we” and “you” vs. “customers” and “the brand”)
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S T Y L E CO NT I N UE D
INSPIRING passionate, confident, and encouraging (but not fluffy, conceited, or unrealistic) We show we are inspiring by: Speaking clearly to the many benefits of our designs rather than simply listing features Sharing content and imagery that demonstrates ways customers can use our handbags in their daily lives Building a website and digital presence that address our customers’ core needs and instill confidence in buying from us
TIME L E SS sophisticated, polished, and elegant (but not elitist or overly trendy) We show we are timeless by: Painting a vivid picture to evoke a feeling of luxury, style, and classic beauty through our words and images Speaking to the quality and reliability of the materials, as well as our craftsmanship Sharing our passion and knowledge of fashion and handbags
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Brand Inspiration Our brand archetype serves as the internal inspiration and anchor for our brand. It won’t be shared externally, but rather, it will guide the creation of our design and content to subconsciously reinforce our purpose and values to our audience.
WE’RE INS PIRED BY
The Sensualist
THE MAVERICK K E N D E R B R AN D S T R AT E GY
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The Sensualist
How we’re inspired by the Sensualist
Creating enjoyment through physical experiences
The Sensualist symbolizes people who help others pursue enjoyment through the physical senses. Everything they create has the power to captivate hearts and inspire delight. The Sensualist carefully considers details that comprise the larger experience. They are concerned about the entire experience and how people will feel, in addition to how they think. The Sensualist relates to our Dynamic and Timeless style, and supports our purpose of creating a beautifully crafted handbag. Kender is a Sensualist because we understand that our work is not just creating beautiful handbags, but also a mindful, memorable experience that engages multiple senses. We will incorporate this inspiration by using: Bold language and a descriptive verbal style that paints a vibrant, alluring picture and makes people feel something. Lively photography that demonstrates enjoyment, warmth, and attention to detail. A bold, yet refined typeface for headlines paired with a modern, easyto-read body typeface. Elegant color selections that compliment the handbag designs Delicate, intricate patterns and textures that show the depth and dynamic personality of our brand and handbag designs.
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The Maverick
How we’re inspired by the Maverick
Achieving goals by defying convention
The Maverick symbolizes people who aren’t afraid to defy what’s expected and be unconventional in their approach. They don’t take things at face value or do what everyone else is doing. Mavericks question everything. They prefer revolutionary ideas and boldness over safe choices and the status quo. The Maverick relates to our Candid and Inspiring style, as well as our core purpose. Kender is a Maverick because we aren’t afraid to do what other independent designers and big brands won’t. We are mindful about our craft, use quality materials from local sources, and put our customers first to address their unique needs and create a fun, refined experience. We will incorporate this inspiration by using: Language and imagery that are warm, personable, energetic, and point out what makes Kender unique. A contrast of neutral tones with pops of color, geometric patterns, captivating photography, and bold typography. Images and graphics that stir emotion, confidence, and individuality. Typography and imagery that is crisp and modern.
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Audience Considerations By putting ourselves in our audiences’ shoes so we can understand and prioritize their needs. By articulating what we know about our customers, we can craft an experience that resonates with them on a deeper level and motivates them to purchase our products and become loyal to our brand.
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About our customers
Women 21-45
Fashion-forward
Educated and tech savvy
Like to start trends instead of follow them
Fun-loving and adventurous
Enjoy travel experiences
More loyal to quality and experience vs. brand name recognition
Multitask business, personal interests, and family
Enjoy finer accessories, but not necessarily extravagant
Thinking
Feeling
Excited about making a personal purchase Worried or skeptical of work quality and brand recognition
Emotional and psychological state, stress level, desires, needs
Cognitive assumptions, learning ability, education
Has particular expectations that need to be met Cares about the sustainability and best practices of companies they support
Physical and environmental considerations, preferences, stimuli
Needs reassurances of reliable customer service
Doing
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Multi-tasking, surfing the internet while at work or at home
Comparing features and designs with other handbags simultaneously
Looking at Instagram or Pinterest for inspiration or recommendations from influencers
Reading reviews or asking friends for their feedback
Is this a trustworthy brand?
I’m excited to see so many options and colors!
I didn’t realize there were so many selections and choices to make.
Will this handbag provide the functionality I need?
Will it look as good in person as it does online?
Is it durable and easy to take care of?
Is there an easy return policy if I’m not satisfied?
I enjoy supporting local businesses and independent artists.
I hope I won’t regret this purchase.
I deserve to treat myself.
Where could I use this bag?
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Visual Strategy Our visual strategy will help build a consistent image to help us maintain a strong connection with our audience by helping them quickly and easily identify us.
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Design Principles When making design decisions, these are the things to keep in mind:
Be simple yet rich, while not being overly complex.
Avoid overly stylized and manipulated imagery.
Choose open, airy, and flexible over constrained, restricted, and boxed in.
Favor light and soft colors in photography over dark, moody lighting.
Be light, with elements of play and surprise, while being earthy and grounded.
Express depth with a mix of focused and blurry elements using selective focus.
Choose visual details that are simple and clean as opposed to overly ornate.
Capture details of craftsmanship in product photography.
Use typefaces that are classic, yet modern and refined, and easy to read.
Don’t overwhelm by saying in many photos what you can say in just one.
Use a lighter, neutral color palette with a few select bright accent colors.
Encourage a slower, relaxed user experience through website and collateral layouts that are classic, structured, and are uncomplicated and easy to navigate.
Allow the color palette to support and not overwhelm the product photography. Capture the idea of journey by showing products in relatable situations.
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Logo System Whenever possible, the full version of the logo, containing both name and marks should be used. However name versions are permissible under circumstances where there is not enough space or printing limitations prohibit the use of the mark.
KENDER LOGOS
Logo with name and mark
Reverse with name and mark
Logo with name only
THE KNAPSACK LOGO
Logo with name and mark
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Logo with name only
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Typography HEADLINE TYPEFACE
Really No. 2
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() Regular / Italic / Bold / Bold Italic Really No. 2 is included as part of Shopify’s font library and is free to use on Shopify online stores.
Our Knapsack Mini is the perfect evening companion. It’s compact design fits all your essentials. Helpful compartments, like the exterior pocket, keep you sleek and organized on your night out.
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Our Knapsack Mini is the perfect evening companion. It’s compact design fits all your essentials. Helpful compartments, like the exterior pocket, keep you sleek and organized on your night out.
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Typography BODY TYPEFACE
Avenir Next
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() Light / Regular / Bold Avenir Next is included as part of Shopify’s font library and is free to use on Shopify online stores.
THE Knapasck Mini’s elegant and supple leather exterior comes in multiple colors to compliment any outfit. Peek inside to find a natural bohemian vibe with an unlined interior. Bold hardware and oversized zippers will make a statement on any occasion.
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THE Knapasck Mini’s elegant and supple leather exterior comes in multiple colors to compliment any outfit. Peek inside to find a natural bohemian vibe with an unlined interior. Bold hardware and oversized zippers will make a statement on any occasion.
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Color Palette
PRIMARY COLORS The dominant colors used throughout your website and marketing collateral.
Smoky White C04 M04 Y02 K0 #f1f3f4
Pale Blush C04 M07 Y10 K0 #f2e8df
Rose Salmon C11 M57 Y56 K0 #dd856e
Gold Satin C14 M34 Y74 K0 #ddb15e
Rich Black C73 M67 Y65 K78 #19191a
Cool Grey C52 M42 Y42 K6 #818384
Pure White C0 M0 Y0 K0 #ffffff
ACCENT COLORS Accent colors that are used sparingly in special circumstances.
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Photography LIFESTYLE Favor photography that demonstrates the perfect time and place someone could enjoy using your products. Use photography to build scenarios to demonstrate opportunities of how your product can be used in diferent ways. Try to have backgrounds and colors that are light, airy, bright over dark and moody photography. Avoid scenes that are too busy or cluttered. The overall feeling of the photography should be peaceful, playful, and light-hearted.
Avoid photography that is:
Overly staged Dark and moody Aggresive Too busy Too stylized
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Photography PRODUCT / DETAIL In contrast to the lifestyle photography, product photography can take a more straight-on approach. Ideally, products should be shot in isolation with studio lighting on a white or light grey background. Recommended variations include:
Straight forward with with a clear view of the labeling
A 45 degree angle to the left
Interior detail from the top down highlighting key hardware details or unique interior features
Reverse with a straighton view
Try to avoid photography that is:
Poorly lit or uses flash Too small or far away to show enough detail Not shot on a white background Is not angled properly
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Design Elements LOGO MARK WATERMARK MOTIF
BUTTONS
S HOP NOW ON SALE
ICON STYLE & TREATMENTS
S HO P N O W
SOLD OUT
EXAMPLE TREATMENT
COLLECTION
The Knapsack
DIVIDERS & PATTERNS
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Design Elements
COLLECTION
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The Knapsack Mini Our Knapsack Mini is the perfect evening companion. It’s compact design fits all your essentials. Helpful compartments, like the exterior pocket, keep you sleek and organized on your night out.
SHO P N O W
It’s all in the details. The elegant and supple leather exterior comes in multiple colors to compliment any outfit. Peek inside to find a natural bohemian vibe with an unlined interior. Bold hardware and oversized zippers will make a statement on any occassion.
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kenderusa.com
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