ICING Branding Manual
ICING OFFICIAL
ICING OFFICIAL
QUOTE
Stop consume, start reuse. Keep slower, live better.
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CONTENT
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BRAND NAME
LOGO & FONT
FABRICS & MATERIALS
BRAND STORY
COLOUR
PACKAGING
TARGET MARKET
STATIONARY
MARKET POSITION
PACKAGING
CLOTHES MAINTENANCE
COMPETITORS
CAMPAIGN SHOP
DEVELOPMENT
BRANDING
SUSTAINABILITY
CONTENT
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BRAND NAME
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ICING (n.)It is an extraordinary sustainable fashion, but also an life attitude . Reduce consumption and make more use of existing resources. Practice environmental protection and put it in the details of life. Slow down, feel life with your heart and believe what you believe.
BRAND NAME
Founder's first name is Irene, her last name is Chuang.She often observes everything in life, whether it is characters, landscapes, animals, or what she thinks and feels about life. As long as she is interested in things, she will collect them and become her inspiration for thinking.
Irene Chuang CollectING Collect ING : ICING. Collecting: observing little things in daily life, collect many ideas become inspiration. 4
Core Lagom is Swedish,just the right amount, perfectly simple. From the Swedes' philosophy of balance: life is just right. Swedes incorporate spirituality into their daily lives, seeking happiness in just the right balance. It is not usually worn very gorgeously, with a simple and timeless design, without being too complicated, making it a daily routine in the wardrobe, without losing details and elegant.
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BRAND STORY
BRAND STORY
Life starts with a wardrobe. We pay attention to details and high quality of garments. Details make clothes more distinctive and become a wardrobe must-have. Environmental protection and sustainability are undoubtedly issues that must be faced in the future. We hope that being friendly to the environment can start from wearing clothes, choosing us to become the first step in your commitment to environmental friendliness, and making these habits in your daily routine. The fashion industry is the second largest source of pollution in the world. The process of producing clothes consumes a lot of water. The dyes in clothes are often treated inappropriately. The worst result is that the waste water is directly discharged into the sea. In addition, the raw materials of many clothes are not decomposable and are directly discarded in the environment, which will cause harm to the environment in addition to causing other organisms to eat by mistake and cause death. We realize that all this is unreasonable, so we want to build a sustainable brand, from the production process, merchandise, packaging to the construction materials of each store, we use highly sustainable raw materials, so that everything can be continuously recycle.
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TARGET MARKET
TARGET MARTARGET MARKET
Demographics Age: 20~35-year-old people Gender: No limited Occupation: Designer (graphic/fashion/interior and so on), writer, photographer, artist, magazine editor, office worker, freelancer, college student. Location: Worldwide *The people of any occupation can become our customers if they want to wear our clothes.
Psychographics Personality: Outgoing, open-minded, dynamic, easy-going, friendly, generous, independent, passionate, confident, sensitive, sociable, sincere, environmentally conscious, Lifestyle: Work hard but also cares about life equality, focus on the things they interest and healthy diet, plan things well before implement. Interests/Hobbies:Fashion, photography, design, eat delicious food, have a few drinks, cooking, reading, traveling, going to outside, visit exhibition, watching dramas or films, music and so on. Do everything prefer to do it alone.
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COMPETITORS 1
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COMPETITORS 1
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FYNE is the Taiwan's sustainable clothing brand, sincefirst brand pioneer in Taiwan to achieve 100% recycling from stitches to buttons.And they also wants to make good products with real quality and a sense of sustainable development. FYNE insists on being loyal to the essence of clothing, with the design concept of "simple and perfect", each item can be easily integrated into the original clothing.
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1. Tencel cotton shoulder shirt (beige ) NTD$1480 , Using TENCEL® TOP TIANX COTTON. 3.100% Infinite Circulating Polyester A-line Shirt (Light Blue) NTD$1680,100% unlimited cycle,and Sun protection factor is UPF50+. S h i r t p r i c e r a n g e : N T D $ 1 0 8 0 - $ 1 6 8 0 . 2. DAFT PROGRAM Unlimited Circular Print T-shirt (Dark Grey) NTD$980 , unlimited cycle,umumidification and quick drying,low carbon emissionsand high UPF.T-Shirt T-Shirt price range: NTD$1480-$16804. 4. Single-breasted suit jacket (black NTD$4980 , attached is a FYNE high-quality suit and customized hanger.Suit Suit price range: NTD$4980-$5980,5. 5. Men sraight five-point trousers (light gray) NTD$1380 , recycled polyester fiber,four-sided elasticity,Prevent water.Men Men trousers price range: NTD$1380-$2980.6. 6. Women elastic nylon wide trousers (black) NTD$1380 , ummoisture and sweat-wicking,use Tactel yarn plus double-sided grinding.Trousers Trousers price range: NTD$1380-$1980
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COMPETITORS 1
PROS
CONS
-- Unisex. -- All products use sustainable/organic fabric. -- Suitable for the public.
-- Most products' styles are too simple and common. -- Not many styles in each category.
-- Reasonable price. -- 100% recycling from stitches to buttons to achieve
zero waste. -- 100% environmentally friendly materials are used in all packaging, including sealing tape, packaging bags, cartons, as well as collar labels, wash labels and hang tags on clothes.
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COMPETITORS 2
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COMPETITORS 2
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Nudie Jeans is a clothing brand from Sweden that started with jeans.It is emphasizing environmental protection, focusing on humane process, and using 100% organic cotton.They take environmental protection very seriously, handle it in a highprofile manner, and it is embodied in their entire operation. They divide the main product jeans series into four categories: run-in, repair, reuse and recycling, in addition to providing a variety of solutions to repair jeans.
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1. Lova Tee Chalk White, NTD$2400 , drapey jersey knitted with a mix of organic cotton and TENCEL™ Lyocell.Shirt Shirt price range: NTD$2400-$3600 / 2. Stella Piping Faded Sun, NTD$4320 , crafted in twill mixing TENCEL™ Lyocell and organic and Fairtrade cotton.Shirt Shirt price range: NTD$1080-$1680/3. 3. Kimmy Cable West Chalk White, NTD$5700 , using recycled pre-consumer cotton and recycled post-consumer polyester.K K n i t s p ri c e r a n g e: NT D $5700- $7350/ 4. Elina Denim Jacket Ace Vintage Selvage NTD$16200 , attMade from organic cotton.D e n i m j a c ke t p r i c e r a n g e : NTD$6900-$16200./5.Frida Shorts Friendly Blue Denim, NTD$5550 , Made in organic denim.Woman Woman shorts price r a n g e : N T D $ 5 5 5 0 - $ 6 3 0 0 . / 6. Hightop Tilde Light Stonewash, NTD$6000 Made from organic cotton.Women j e a n s p r i c e r a n g e : N T D $ 5 5 5 0 - $ 6 3 0 0
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COMPETITORS 2
PROS
CONS
-- Unisex. -- All made from sustainable fabrics. -- Suitable for the public. -- Produce more kinds of jeans to customers. -- Unique jeans repair solutions are available for customers to choose from for continued use. -- Practice sustainable fashion, and remanufacture existing products and put them on the shelves for the second time.
-- Lots of styles are general and common. -- The price is high. -- There are not many styles other than jeans.
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MARKET POSITION
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Price & Quality
Quality & Sustainability
MARKET POSITION
About competitors In the analysis of market positioning, we looked for many brands, such as PANGAIA, MATE, FYNE, Pantagonia, nudie jeans, Stella Mccartney, Reformation, INC/repurpose and Canada goose. Our competitors are all sustainable brands, because of similar concepts, they attach importance to environmental protection in the production process of products, use environmentally friendly materials and recycle existing products to reduce environmental pollution. Further in-depth analysis of the level of price, quality and sustainability of each brand, and find the market positioning of our brand and other brands.
Balance between high quality & high sustainability We are a brand that pursues high quality and high sustainability, and we believe that while maintaining the high quality of our products, we can also take into account and focus on sustainability. Clothes are people's daily life. Clothes can refresh people, increase spirit and vitality. However, good quality clothes can extend the life of clothes, and highly sustainable clothes can be recycled and reused continuously. So we want our customers to enjoy high quality while also reducing the damage to the environment.
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The brand's LOGO, fonts, and colors all represent the spirit and value that it wants to convey behind, and also create the feeling that a brand brings to people. So it's one of the important parts of the whole brand.
LOGO
LOGO logo story At first it was conceived by the shape of the moon. The moon often plays the role of illuminating the night. The light of the moon is very soft, and it often accompanies people in the night. Although it is not as dazzling as the sun, it gives people peace of mind and stability in the dark and becomes an indispensable presence at night. We expect ICING to have the same characteristics as the moon, and become an indispensable presence in people's wardrobes and even in life. Later, the outline of the moon was used, combined with the shape of C, and various angles and dislocations were used to become the basic prototype of today's logo. In order to make the combination of I and C look harmonious, the shape of I is curved, so that C and I look like two objects that match each other at first glance, and are inseparable.
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logo
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COLOUR
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Ice Flow
Steel Plate
Black
RGB 212/217/221
RGB 109/117/120
RGB 0/0/0
PANTONE 20-0001 TPM
PANTONE 20-0009 TPM
PANTONE Black 6C
CMYK 20/13/11/0
CMYK 65/52/49/1
CMYK 0/0/0/100
COLOUR & FONT
FONT
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Comfortaa The font is nice and goes well with our logo, they look like the same thing. The start and end of each letter are circular strokes, and the overall look is harmonious and smooth, so we ended up choosing this font.
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FONT font usage
Aa Comfortaa
for headline or title emxample ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Used for logo, headline title, number, washing labels, brand sloganthe, product name on the product card.
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Aa Corbel
for subtitle ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Used for image annotation and text.
FONT USAGE & MARK
MARK
ICING Brand mark
Word Mark
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Combination Mark
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sign board In order to match the shape of the LOGO, the signboard is mainly round. The background color of the signs is black or white, and some store signs may simply be presented as word marks.
STATIONARY
BUSINESS CARD
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business card for shop
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business card for client
STATIONARY
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All information including product name, country of manufacture, logo, washing instructions, price, size, etc. are printed on the same price card as much as possible to reduce paper consumption.
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clothes label price tag
STATIONARY
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Eco bag quote card
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PACKAGING
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shopping bag *Need to pay NTD $1 to buy, according to the law
We hope that customers who come to shop can bring their own reusable bags. If you forget to bring them temporarily and have to use paper bags as a last resort, we hope that the paper bags can be used continuously until they can no longer be used.
PACKAGING
About the packaging If customers bring their reusable bags come to our store for shopping, they can get a discount of NT $7 . The reason is that we want to encourage consumers to use eco-friendly bags. For many people, spending NT $1 on paper bags is nothing at all. When such a mentality arises, paper bags will only be consumed continuously. If every purchase is deducted to NT $7 , in the long run, customers will save a lot of money, and also reduce a lot of waste for the earth.If they do not have reusable bags, they can also buy in the store. The eco-friendly bags sold in the store can only be discounted at the next purchase, so as to avoid waste caused by customers buying once every time they check out. We hope that there will only be one reusable bag, if it is broken, it can be repaired in our store.
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POST & CAMPEIGN
post card
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straight
horizontal
POST & CAMPEIGN
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billboard
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poster
ICING THE FW 22 PROJECT, MARCH
2022
POST & CAMPEIGN
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SHOP
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store appearance
SHOP
About the shop High ceilings, bright and spacious spaces, and minimalist interiors in white or wood color are standard in every store, maintaining a high level of visual consistency. We hope that customers who come in to shop can feel a comfortable atmosphere when entering the store. According to the category of the product, choose the appropriate way to place it, so that each section does not look inconsistent.
interior decoration
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stairs
atmosphere
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clothes display
SHOP
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Experience We want our customers to feel comfortable and relaxed when they go shopping in the store, and the interior is designed with a lot of environmentally friendly glass and skylights to let in sunlight. In addition to reducing the use of electric lights during the day, it can also make people who are exposed to the sun feel the energy given by nature, which will also make the mood more open.
changing room
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SUSTAINABILITY ICING 6 Persistence
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SUSTAINABILITY
1. Slow fashion
Make high-quality items that can be worn all year round and every day, not for quick, massive, and cheap new styles every season, but for sustainable fashion that pays attention to details, quality, durability, special styles, and classic styles. 2. Organic
We use organic yarns and dyes so that people and the planet are not exposed to harmful pesticides. Clothes made from BCI organic cotton and other organic fabrics. 3. Ethical
In addition to creating a comfortable, safe, clean and fair working environment, we also value everyone in the entire supply chain. From farmers and garment workers to cooperative manufacturers, they must be responsible for the environment in terms of carbon emissions, water consumption, and chemical use, reducing consumption and not using anything that harms the environment. 4. Responsible
We reject animal testing and products that would harm animals. The development of various materials can increase the richness of the cloth, and can make suitable clothing according to the cloth, but it is definitely not the way to harm other life. Making our clothes free of chemical dyes and items is not just for people's health, but for the environment. 5.Plastic free
Refuse to use plastic products, the process of manufacturing plastic will cause great pollution and harm to the environment, and plastic is almost indecomposable, which will not only harm the environment, but also cause other organisms to accidentally eat and cause death. Even though there are many plastics advertised as biodegradable, they are still part of plastic. It can be decomposed by the environment but it definitely does not mean disappearing immediately, it will still exist in the environment for a period of time, and it will become a burden on the environment. 6. Recycling Circular
We will recycle defective goods, clothes and their parts that customers have broken and cannot use, and then classify them into different categories and then manufacture them into renewable resources.
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SUSTAINABILITY
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FABRIC & MATERIALS
YKK zipper
Made from recycled chemicals, discarded bottles and cans, recycled raw materials, plant raw materials to reduce the use of new raw materials.
UKP Accessories All kinds of recycled clothing accessories.
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Recover Sustainable thread. Converts textile waste into sustainable recycled fibers, producing low-impact, highquality cotton fibers.
A &E thread
SUSTAINABILITY
PACKAGING
Use 100% recycled paper to package our products.
No plastic packaging, ev e n b i o d e g r a d a b l e plastic.
Use SOY INK to print our products' information on the packaging.
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CLOTHES MAINTENANCE The subsequent maintenance of clothes is also a major issue. We hope that consumers can take environmental protection into account in the process of washing clothes. If customers encounter clothes that need to be dry cleaned, we will attach the information of the eco-friendly dry cleaners and recommend customers to dry clean the clothes there.
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In the future, we plan to cooperate with the eco laundry detergent brand. Using natural ingredients, it does not harm the environment or the skin. Even if it is accidentally discharged into the ocean, it will not harm the ocean. After use, you can go to our store or the store of eco laundry detergent for recycling or add new detergent, \ recycle the bottle for reuse.
CONTACT
ICING OFFICIAL
CONTACT
No. 2 , Ln. 133 , Sec. 1 , Meicun Rd., West Dist., Taichung City 40351, Taiwan (R.O.C.) Mobile : +886 2201 1111 Email : @icingofficial.com Line : @icingonline Instagram : @icing_official Web : www.icingofficial.com
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