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IN VALUE WE TRUST
Boreas creates high quality adventure backpacks and we believe our products will help you to explore the world further. You don’t need to worry when you go out to the wild since we will guard your belongings when you go explore the world.
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BORE A S
BACKGROUND
Boreas Gear is a small independent outdoor gear company cultivated amid and inspired by the many talented fabricators, artisans, and designers of San Francisco’s Mission District. Boreas Gear crafts products that are functional representations of the thriving entrepreneurial city and the striking California landscape. Since 2010, our small and dedicated team has created award-winning gear that is as dynamic and versatile as the outdoor enthusiasts who use them. We are committed to designing beautiful, practical, hardwearing gear to enable people to have the best possible experience outdoors, whether they are backpacking in Yosemite or sea kayaking along the Pacific coast. We think that the best designs come from time, testing, and concentration—something best done outside of the constraints of a big outdoor brand.
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BRAND GUIDELINES
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01.
Brand Research
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BORE A S
OUR MISSION AND VALUES
Creating backpacks designs that are clean, simple and uniquely Boreas’s characteristics. Developed by a team of designers with years of experience creating outdoor equipments.
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BRAND GUIDELINES
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01.
Brand Research
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BORE A S
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BRAND GUIDELINES
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01.
Brand Research
REBRANDING OBJECTIVE
Strengthening brand positioning We are confident with our brand value and we want to share it with the world about our company value and beliefs. Reaching new target audiences We believe that national park is America’s best treasure hidden gem. We want people to get outside more and value this treasure. Creating sustainable business system We work closely with our manufacturer in Vietnam and China, and we are honest with every penny we spent and received back.
More importantly, because we believe in our products and we want you to try it.
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BRAND PERSONAS AND BRAND GRID
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BOREAS GEAR BORE A S
BRAND PERSONAS
Mark Randall Age Occupation Status Location Archetype Income
Brand
35 years old Senior product designer at IDEO Engaged San Francisco, California Outdoor activities lover Middle-high income
Mark is an outdoor activities aficionado, he goes camping at least once a month with his fiance and close friends or with his family, even though he only goes in the nearest camping ground parK. He goes on a real backpacking trip on the national holiday and he usually goes backpacking to Asia and just goes straight backpacker style, no hotel, no technology & no unnecessary expenses. He loves hiking and into a healthy lifestyle. He cares about good quality products and doesn’t mind spending money to buy good products that will last long. As a product designer, he understands the value of a product and will likely to explore new products just to try it out and make sure it’s worth the price. Relationship with outdoor activity He prefers doing positive activities rather than going drinking. His father introduced him to outdoor activities when he was young. He has explored Myanmar, Indonesia, Thailand and Cambodia in the past years and he will travel to Japan in the summer with his friends to go backpacking. He loves nature and sees nature as a place where he can connect with himself. Potential to buy Boreas gear product
Never
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Would buy
BRAND GUIDELINES
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02.
Audience Profile and Brand Grid
William is a party, music, craft fairs and anything hip goers. He goes on activities his friends suggests and he cannot live without his friends. He only does those activities because it looks good on his social media page. He is very healthy and has a personal nutritionist that suggests he goes on the latest diet trend “The Paleo Diet”. He goes to the gym everyday on weekdays and goes have fun on the weekend.
William Johnson Age Cccupation Status Location Archetype Income
Brand
29 years old Financial accountant at JP Morgan Single San Francisco, California The Hipster Middle-high income
Relationship with outdoor activity He never goes on a real backpacking trip because all the outdoor activities that he has gone for is all about leisure. He will rent an RV but he sleeps in the hotel. In the morning he will hike and take multiple photos of his activities. After all, he’s just there for the thrills.
Potential to buy Boreas gear product
Never
Would buy
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Destination Unknown
BOREAS GEAR BORE A S
Amanda is a very organised woman, she took milestones very seriously she always plans ahead and thinks about long term effect of everything she’s doing. She loves every activity that relates to planning and organising and she likes doing outdoor activities such as a picnic on the beach and park. She loves being healthy and tries to cook every day for her husband.
Amanda Rivera Age Occupation Status Location Archetype Income
Brand
Relationship with outdoor activity Amanda is not really into a real camping and backpacking trip. She goes camping just because her family ask her to go with them (they’re a tight-knit family). When she goes camping with her family, she will stay inside and spend days reading books. She likes camping just because she is only into organising activities for the whole family.
28 years old Office manager on weekdays and Yoga instructor on weekends Married, no kids San Mateo, California The planner Middle-high income
Potential to buy Boreas gear product
Never
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Would buy
BRAND GUIDELINES
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Audience Profile and Brand Grid
Jennifer is a software engineer, she works every day from 9 to 5 and prefers to stay in on the weekends. Because of her busy schedule, she subscribes to food and grocery online delivery. She reads books and likes to tinker with developing new app/products to fulfil her personal growth. She actually likes camping, but she doesn’t want to bother with the idea of organising the trip. But she doesn’t mind going camping if other people had organised it. She takes care of her stuff really well, she always buys high-quality products and she always checks for user’s review before purchasing any kind of products. She loves Japanese products.
Jennifer Cheng Age Cccupation Status Location Archetype Income
Brand
31 years old Software Engineer at Oracle Single Mountain View, California The Practical Woman Middle-high income
Relationship with outdoor activity Jennifer likes outdoor activity, however, she only goes on a camping trip when other people had organised it for her.
Potential to buy Boreas gear product
Never
Would buy
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BOREAS GEAR BORE A S
Justin is a full-time international senior student. He doesn’t go outside much and rather to spends his time playing online games on his computer or works on his assignment. His parents never forced him to go out and do sports. They rather have him to do well in school. He never had a girlfriend but now but he has a crush on a girl who loves outdoor activities. So, he starts to outdoor activities like hiking and kayaking in a hope to sparks conversations with that girl.
Justin Tharp Age Occupation Status Location Archetype Income
Brand
Relationship with outdoor activity He never goes camping or does outdoor activity for 20 years of his life. He never tries going out that’s why he didn’t know what he’s missing out.
21 years old Engineer student Single Berkeley, California The Gamers Unemployed
Potential to buy Boreas gear product
Never
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Would buy
BRAND GUIDELINES
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02.
Audience Profile and Brand Grid
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BOREAS GEAR BORE A S
Destination Unknown
BRAND GRID
/ Before
The idea behind Boreas’s brand grid is, this brand feels like it’s targeted to serious adventurers, in fact, this brand has a wide line of bags and not all of them are targeted for just outdoor activity. The feels for this brand is serious, sturdy, raw (feels like raw diamonds), straightforward.
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BRAND GUIDELINES
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Audience Profile and Brand Grid
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BOREAS GEAR BORE A S
Destination Unknown
BRAND GRID
/ After
The idea behind new Boreasgears brand grid is, even though the past grid is strong and good enough to target serious adventurer, I feel like it’s missing the emotional part of connecting the brand to its user. So in this new brand grid, I tried to deliver that Boreas is a brand that will Guard you, protect your belongings and more friendly towards its user.
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BRAND GUIDELINES
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02.
Audience Profile and Brand Grid
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BRAND IDENTITY
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Destination Unknown
ANATOMY OF LOGO
/ The New Brandmark
To show us as strong and independent brand, we collaborate with our user to build a backpack that will be useful and ease up outdoor activity. To distinct itself from other established competitors: explore what the forest has to offer, after all, we lived to explore.
Explore outside, Collide with Nature.
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BRAND GUIDELINES
EXPLORE
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GUARD
05.
Brand Standadization
DIRECTION
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BOREAS GEAR BORE A S
Destination Unknown
ANATOMY OF LOGO
/ Logo Components
The measurement of logo is using 1x as main measurement point. If it’s reproduced in smaller or bigger scale, the main measurement is still using 1x as the main measurement.
x = size of the outline /stroke
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BRAND GUIDELINES
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05.
Brand Standadization
14.25x 3.5x
3.5x
3x
1x 1.5x
3.5x 30ยบ
19x
1x 6.5x
4x
9x
51.5x
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BOREAS GEAR BORE A S
Destination Unknown
ANATOMY OF LOGO
/ Clear Space
The primary logo presentation is enhanced by maintaining a clear area around the logo, the measurement is 4x around the baseline and using rectangular shape to ensure its cohesiveness when put across platforms.
x = size of the outline /stroke
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BRAND GUIDELINES
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05.
Brand Standadization
4x
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BOREAS GEAR BORE A S
APPROVED LOGO ALTERNATIVE
01 /
Side to side
4x
9.15x
19x
When it’s impossible to stack the logo like the original intended placement, The symbol and logotype could be put side to side, with space between symbol and logotype is 4x.
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BRAND GUIDELINES
02 /
Symbol only
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05.
Brand Standadization
03 /
Logotype only
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BOREAS GEAR BORE A S
APPROVED COLOR ALTERNATIVE
01 /
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Dark Color
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BRAND GUIDELINES
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Brand Standadization
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BOREAS GEAR BORE A S
WRONG LOGO USAGE
01 /
02
Distortion
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Outline
a.
b.
03 /
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Boundbox
BRAND GUIDELINES
04 /
Rotation
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Overlap
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05.
Brand Standadization
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Location
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Added elements
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a.
a.
b.
b.
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BOREAS GEAR BORE A S
BRAND COLOR PALETTE
/ Print and Digital Deliverables
#0C3150
#BD912D
#0C3150
#BABCBE
#000000
#4389C8
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BRAND GUIDELINES
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05.
Brand Standadization
#0C3150 C 100 M 81 Y 42 K 38 R 12 G 49 B 80
#BD912D C25 M 41 Y 100 K 4 R 189 G 145 B 45
#B9BBD C0 M 0 Y 0 K 31 R 186 G 188 B 190
#4389CB C 100 M 81 Y 42 K 38 R 12 G 49 B 80
#3DBCE3 C64 M 4 Y 5 K 0 R 62 G 188 B 227
#000000 C75 M 68 Y 67 K 90 R0G0B0 41
Destination Unknown
BOREAS GEAR BORE A S
BRAND TYPOGRAPHY
/ Print and Digital Deliverables
Collide With Nature We will help to guard your belongings.
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Apercu Medium
Apercu Regular
Apercu Light
BRAND GUIDELINES
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05.
Brand Standadization
Aperçu Pro Medium abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUV WX Y Z ~ ! @ # $ %^ &* ( ) _ - + = : ; ” ’< > ? / 0123456789
Aperçu Pro Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUV WX YZ ~ ! @ # $ %^&* ( ) _ - + = : ; ” ’< > ? / 0123456789
Aperçu Pro Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUV WX Y Z ~ ! @ # $ %^&* ( ) _ - + = : ; ” ’< > ? / 0123 4 56789
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BOREAS GEAR BORE A S
Destination Unknown
APPROVED PHOTOGRAPHY STYLE
/ Lifestyle product photography
1.
Zoom Out of people using the bag (Out in the nature and urban lifestyle)
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Zoom in detail of each product, show Boreasâ&#x20AC;&#x2122;s unique daisy pattern
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High contrast photo to show the energy of new Boreas
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Showing lots of empty spaces
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05.
Brand Standadization
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BOREAS GEAR BORE A S
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BRAND GUIDELINES
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05.
Brand Standadization
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BOREAS GEAR BORE A S
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05.
Brand Standadization
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BOREAS GEAR BORE A S
Destination Unknown
APPROVED PHOTOGRAPHY STYLE
/ SEAMLESS PRODUCT PHOTOGRAPHY
1.
Seamless product in white background with patterns.
2.
Product needs to have shadow in the bottom with 30% opacity.
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BRAND GUIDELINES
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05.
Brand Standadization
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BRAND EXTENSIONS
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BOREAS GEAR BORE A S
STATIONERY
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BRAND GUIDELINES
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06.
Brand Articaulations and Extensions
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BOREAS GEAR BORE A S
SOCIAL MEDIA CONTENTS /
Contents introducing new Boreas looks, logo and concepts for Season 2017.
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Destination Unknown
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06.
Brand Articaulations and Extensions
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BOREAS GEAR BORE A S
Destination Unknown
SMARTPHONE APP
Smartphone App focusing on online shopping, keeping Boreas personal’s warranty card and giving updates of Boreas’s new packs.
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BRAND GUIDELINES
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06.
Brand Articaulations and Extensions
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BOREAS GEAR BORE A S
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BRAND GUIDELINES
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06.
Brand Articaulations and Extensions
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BOREAS GEAR BORE A S
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BRAND GUIDELINES
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06.
Brand Articaulations and Extensions
SHOP
PACKS GALLERY
PROCESS [ VIDEO ] PROFILE WARRANTY
CART
PACK NAME OPTIONS
ROTATE OPTION
ADD TO CART
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BOREAS GEAR BORE A S
WEBSITE
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Destination Unknown
BRAND GUIDELINES
1.
Boreas Website focuses on highlighting new products in the home page. itâ&#x20AC;&#x2122;s easier for user to navigate and looking for new products.
2.
Showing process with quick video, instead of using photograph only.
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06.
Brand Articaulations and Extensions
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BOREAS GEAR BORE A S
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BRAND GUIDELINES
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06.
Brand Articaulations and Extensions
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BOREAS GEAR BORE A S
Destination Unknown
FEATURED PRODUCTS FOR THE SEASON
SIGN UP & LOGIN
MAIN MENU SHOP ABOUT US MEDIA BLOG
VIDEO GALLERY
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BRAND GUIDELINES
SHOP MENUFILTERED BY PACKS SERIES
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06.
Brand Articaulations and Extensions
FILTER BASED ON: price, name, featured & popularity
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BOREAS GEAR BORE A S
BRAND EXTENSION HOODIE & PUFF JACKET
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Destination Unknown
BRAND GUIDELINES
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06.
Brand Articaulations and Extensions
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BOREAS GEAR BORE A S
BOREAS ADVENTURE WATER BOTTLE
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BRAND GUIDELINES
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Brand Articaulations and Extensions
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BOREAS GEAR BORE A S
DELIVERY BOX
Box for smaller Boreas pack. The indigo blue box is for exclusive packs whilst the white one is for basic Boreasâ&#x20AC;&#x2122;s pack.
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Destination Unknown
BRAND GUIDELINES
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06.
Brand Articaulations and Extensions
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BOREAS GEAR BORE A S
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Brand Articaulations and Extensions
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BOREAS GEAR BORE A S
BAGS TAGS
Tag will have information of the bag, how to take care, and QR code to download Boreasâ&#x20AC;&#x2122;s smartphone app.
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Destination Unknown
BRAND GUIDELINES
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06.
Brand Articaulations and Extensions
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BOREAS GEAR BORE A S
THANKYOU NOTE FOR ONLINE SHOPPER
As a Newer Boreas act of respecting the customer, itâ&#x20AC;&#x2122;s important to keep customer to go back to the company to buy their next adventure gear, so in this thankyou note, Boreas will give discount towards future purchase.
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Brand Articaulations and Extensions
Adventure ahead.
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BOREAS GEAR BORE A S
TRADE SHOW BOOTH
Boreas will attend trade show for adventure gear company maker that will be held annualy on summer. So the tradeshow booth will use its prominent color palette with combination of lifestyle photo. 82
Destination Unknown
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06.
Brand Articaulations and Extensions
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BOREAS GEAR BORE A S
FRONT STORE
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Destination Unknown
BRAND GUIDELINES
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06.
Brand Articaulations and Extensions
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