Brand Book 2021
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Content
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01 02 03 04
WHO (6-11)
Story Ethos Mission Vision
Decolonizers (12-13)
Our Target Customer
Brand voice (14-15)
Our Tone
05 06 07
Colors and fonts (20-23)
Used on labels and social media graphics
Packaging (24-29)
Labels Sustainability
ingredients (30-31)
Our Promise
Logo (16-19)
Logo Positioning 5
WHO Story, Ethos, Mission and Vision
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Brand Story DeColonaise Hair and Body was born in 2017 as an economic development project to fund the work of the African National Women's Organization (ANWO). ANWO’s President, Yejide Orunmila, answered the call of establishing a project that will allow ANWO to be a financially self-sustaining organization. Yejide had been mixing up her own products in her kitchen for years. As popular hair YouTube personality, NajahFace, in the early 2000's she was one of the first hair vloggers on the platform, encouraging African women to be proud of our natural hair and skin. She authored a hair recipe book called "Mixed Up" that empowered African women to create their own body care products without the harmful chemicals and pollutants that had long been peddled to black women through the million dollar black hair care industry. When she became the President of ANWO she found that she could combine her love of creating natural products and politics into one revolutionary brand - DeColonaise Hair and Body. In 2020 DeColonaise Hair and Body became a fully-owned subsidiary of Black Star Industries. As a subsidiary DeColonaise Hair and Body continues our objective of forwarding the liberated African economy, supporting ANWO and bringing decolonization in the hands of all our 7 customers.
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Our Ethos At DeColonaise Hair and Body, we believe that Colonialism - living under a foreign and alien nation - causes contradictions such as stress, anti-African beauty practices and environmental anomalies that contribute to how we view ourselves and how we treat beauty issues. At DeColonaise our answer is to decolonize and to use products that support the narrative of stripping away from harmful practices. So while we are decolonizing our hair and body with natural products that will destroy free-radicals, and eliminate toxins - which come as a result of capitalist colonial exploitation - we are also using the way we market to encourage conversations about freedom and decolonization. 9
Mission To promote decolonization by making all-natural personal care products using time-tested indigenous ingredients that fight harmful environmental effects, caused by an exploitative colonialism, which leads to the poor condition of skin and hair.
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Vision To become an international brand that combines personal care and cultural identity which will aid in the breakdown of colonial standards of beauty and identity.
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decolonizers Our Target Customer
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Decolonizers are: People who want healthy hair and skin People who want to use products free of chemicals People who cherish culture People who enjoy treating themselves People who support change and social justice People who value sisterhood
Brand voice Our Tone
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Hey sis! We use language that is simple, casual and familiar, with revolutionary undertones.
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LOGO Logo Positioning
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Logo Story Our logo font is a unique hand-drawn in Illustrator specifically for this brand. We call it the “DeColonaise Font�. Subtext is Gigi font The DeColonaise font represents the strength and disruption of decolonizing. The flower icon represents the softness and beauty of this process. 17
Correct use of logo
Font text color is always either white or black. Logo appears by itself. Logo can appear with or without registered trademark symbol. Logo can appear without subtext. The flower remains the same colors regardless of the color of text.
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Incorrect uses of logo
Keep the aspect ratio of the decolonaise logo. Do not squish it.
DO NOT COMBINE WITH OTHER LOGOS
DO NOT PUT ON BACKGROUND THAT BLENDS WITH COLORS. (green in flower DO NOT POSITION ON ANGLES
fades into the background)
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COLORS & fONTS Used on labels and social media graphics
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COLORS
Hex #363535ff
Hex #b28c60
Hex #800080
Hex #f4d7d7ff
Hex #800000
Hex #c3a28cff
Hex #300000
Hex #88c074
Hex #ff8080 21
font
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Title is bebas neue
Body text is Bahnschrift Other fonts: Droidiga, Haettenschweiler
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packaging Labels and Sustainability
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labels Our labels are the second most important component in our brand, after ingredients.
This is where we communicate our political message of decolonization. We incorporate quotes and pictures of the notable revolutionary visionaries who made them. 25
Product Names Our product names must relate to the following: 1. 2. 3.
The idea of freedom (ie. Rebel Oil, Freedom Cupuacu and Nettle Itch-Relief Salve) The idea of liberation (ie. Liberation! Hydrating Mist and Imperialism is Dying, Puddin’) The celebration of cultural identity (ie. Ojii Face and Body Scrub, The Blacker the Berry, African Black Soap)
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revolutionaries We just don’t put anybody on our labels. Revolutionaries must: 1. 2. 3.
Come from the oppressed and colonized masses (ie. African, Indigenous, etc.) Be anti-colonial and anti-imperialist Have a proven record of organizing among the oppressed and colonized masses and bringing others into organization. (ie. Omali Yeshitela, Ho Chi Minh, Harriet Tubman, etc.)
Chairman Omali Yeshitela African People’s Socialist Party
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Sustainability Our aim is to be as environmentally sustainable as possible. 1.
2. 3.
We reuse packaging such as bubble wrap, foam wrap, packing bubbles that comes to us when we order from our suppliers. We even reuse boxes if they are in good enough condition. We use 100% biodegradable recyclable cardboard shipping boxes. Our glass and plastic containers are recyclable and BPA free.
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ingredients Our promise
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We are firm believers that what you put on your body is just as as important as what you put in your body. We strive to keep our products as natural as possible, using top quality ingredients that are proven to improve the condition of skin and hair.
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