Little looparels brand manual

Amanda Lee 1401878B Isabel Tay 1402210G SP2 – Eco Stylo. TD08

Content Page

Brand About Us Brand Strategy Brand Guidelines

Toolkit

Our Logo Minimum Size Clearspace Corporate Colours Logo Colour Variations Logo Violations Logo Positions Typography Advertising Typeface Web Typography Secondary Graphics Photography Style Illustration Style

Applications Print Advertisements Corporate Stationery Website Mobile Application Direct Mailer Packaging Newsletter & E-receipt Bag & Van

BRAND

About Us Little Looparels is a newly launched sub-brand of Kids21. Kids21 recognises that kids often outgrow their clothes too fast and premium apparels are often gone to waste.

With the launch of Little Looparels, we’re here to help while developing a green business line at the same time.

Little Looparels is a platform for consumers to donate and purchase preloved quality children branded clothes at affordable prices.

The name “Little Looparels” is derived from the idea of wanting kids to recycle their clothes from a young age. Looparels – a combination of the word “loop” and “apparels” represents the cycle and second life of an apparel when a child outgrows their clothes.

BRAND

Brand Strategy Brand Story

Brand Positioning

We all know that young kids grow up at such a rapid pace and often outgrow their clothes so quickly!

Why waste premium branded apparels just like that?

Instead of dumping it into the bin, why not give it a second life by reviving it and investing your money into something greater?

Kids21 provides a platform for consumers to purchase branded quality fashion pieces at an affordable price through a sustainable approach.

Here at Little Looparels, we aim to give a new meaning to branded clothes and redefine kids fashion. More than just a service, we open the field of fashion services and want all to be able to enjoy the privilege of enjoying quality fashion at affordable prices. We want you to look good, feel good and do good! We believe that good quality fashion is for everyone.

Fashionable. Approachable. Ethical.

Brand Value

Brand Personality Stylish. Fun. Passionate.

Brand Style Youthful. Eccentric. Expressive.

BRAND

Brand Guidelines Brand guidelines are essential and plays a key role in a brand’s success. These guidelines are a reference to help create a consistent and coherent visual identity across all Little Looparels’ communication platforms.

In this guideline, each brand element is explained thoroughly which will enable one to understand the various uses of Little Looparels’ brand identity. This concise guideline would be a good guide on the do’s and dont’s with our logo, corporate colours, typography, layouts, graphic elements as well as photography and illustration style.

The following pages will explain the basic principles that control Little Looparels’ visual identity to ensure that all communications will create a stronger brand presence.

TOOLKIT

Little Looparels Toolkit The identity components are a toolkit used to express the brand and its personality.

Little Looparels Logo

The Little Looparels toolkit comprises of the Little Looaprels logo, the Little Looparels wordmark, a family of typefaces and our brand’s colour palette. When used correctly, all of the components would help create a strong brand voice. The following pages examine each element in depth.

Typography Overpass Light Overpass Regular Overpass Bold

Primary Colours Pantone 292 U Pantone 1495 U Pantone 1665 U

TOOLKIT

Our Logo Here at Little Looparels, we acknowledge that kids are indeed the forth-coming generation and we aim to inculcate values of recycling into kids since young.

We want kids to be inspired, imaginative and have fun while making a difference in the environment.

Our brand’s tone of voice is reflected in our wordmark.

The handwritten wordmark of the logo represents the fun, happy and youthful vibe that we are going for. The colours used are bright and vibrant, symbolising the positivity, enthusiasm and energy we want kids to have when recycling.

Our wordmark reflects our philosophy that little children can indeed make big differences. More than just a business, we strive to give you the best start in your recycling journey that we can.

TOOLKIT

Minimum Size To achieve maximum impact, it is essential that the Little Looparels logo is potrayed clearly and prominently, ensuring its size is relative and adjusted according to its changing environment.

Print 1 cm

Digital 2 cm

3 cm

4 cm

5 cm

TOOLKIT

Clearspace Always provide adequate clearspace around the Little Looparels logo to maintain its legibility and integrity.

The amount of clearspace surrounding the logo is proportional to the size of the Little Looparels logo.

The minimum amount of clearspace around all sides of the logo is equal to half (.5x) of the height of the Little Looparels logo (x).

0.5x

0.5x

0.5x

0.5x

x

x

0.5x

0.5x 0.5x

0.5x

TOOLKIT

Corporate Colours Colours are a key role in our company as it plays a huge part in company recognition. Colours are one of the key elements in identifying a brand.

The vibrant colours of Little Looparels represent the positivity and youthfulness of our brand, communicating a sense of playfulness and fun.

These are the colour guidelines to keep the coporate colours consistent and accurate for brand recognition.

Pantone 292 U CMYK 5fa7e5 C=58 M=23 Y=0 K=0

Pantone 1495 U CMYK ff934f C=0 M=54 Y=71 K=0

Pantone 1665 U CMYK e96847 C=3 M=74 Y=77 K=0

TOOLKIT

Logo Colour Variations The black and white version and reversed white version should be used whenever our logo needs to sit on a black background in black and white reproduction.

1.

3.

2.

4.

The colour version of logo should always be used where possible. Only when the print specification doesn’t allow colour print, or when the quality of print is low-grade (e.g fax) greyscale could be used too.

1. Full Colour 2. Greyscale 3. Black and White 4. Reversed White

TOOLKIT

Logo Colour Variations Our white logo version should only be used when it needs to sit on a solid background in the colours of our corporate colours.

1.

1. Lock up in Little Looparels red background 2. Lock up in Little Looparels orange background 3. Lock up in Little Looparels blue background

2.

3.

TOOLKIT

Logo Violations 1. Do not change its opacity

1.

2.

3.

4.

5.

6.

2. Do not drop shadow 3. Do not outline 4. Do not rotate 5. Do not enclose in shapes 6. Do not scale out of proportion

TOOLKIT

Logo Violations 7. Do not place on similar background

7.

8.

9.

10.

11.

12.

8. Do not use colours apart from the colour palette 9. Do not create outline for the logo 10. Do not seperate the logo 11. Do not use a single colour for the whole logo from the colour palette 12. Do not crop the logo

TOOLKIT

Logo Positions 1. Preferred: Anchored to top or bottom left margin 2. Acceptable: Anchored to top or bottom center 3. Never: Anchored to top or bottom right margin

1.

2.

3.

TOOLKIT

Typography Typography plays an important role in our brand expression. Our system incorporates the typeface family Overpass across all communications.

It is modern and sophisticated. The Little Looparels’ identity system uses two different weights of Overpass which provides visual distinction and differentiation in emphasis for text and headlines.

Overpass Regular is used for main bodycopy across different medium of communications. Overpass Light is used for less important information wherever applicable to create visual hierarchy.

Overpass Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Overpass Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

TOOLKIT

Advertising Typeface For print advertisements, campaigns and postcards, Market Deco Regular is used for our headline. It is stylish, sophisticated yet fun.

The use of Market Deco should only be used as header for our advertising campaigns. The size of Market Deco should be the first in visual hierarchy with the header intentionally bleeding out of the frame to create dynamics in the print advertisement.

The use of Georgia Italic should only be used for subheads for our advertising campaign. It is minimal, mordern and classic. The point size of the subhead should always be bigger than the body copy.

Market Deco regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Georgia Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

TOOLKIT

Web Typography Trebuchet MS is the typeface required for communications displayed on websites, e-mail newsletters and mobile applications etc.

As Overpass is not a universal font, it is not a viable typeface to be used. In such situations, text would be converted to the computer’s default fonts. In order to maintain consistent brand identity, Trebuchet MS, a compatible web-safe font, has been chosen for Little Looparels. The rules for Overpass are also applicable when using Trebuchet MS. The minimum size for any web font is 9pt.

Trebuchet MS Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Trebuchet MS Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

TOOLKIT

Seconday Graphic The secondary graphics shown are to be utilised appropriately to enhance the brand image and allow further brand recognition.

1.

The graphics include our hand-drawn set of interlocking rings. The ‘O’ from the rings are of an organic shape resembling the two distinct ‘O’ in our logo.

The usage of the interlocking rings represents two parties coming together to unite for a better cause. It represents the company uniting together with its consumers; as well as our consumers connecting with one another to form a community. This is a reflection of the heart of our brand as we want to create a community for kids to be comfortable with exchanging clothes with one another.

The secondary graphics is to be used only in an opacity of 75% in corners and the top and bottom of a layout. It can be tilted at any angle. Do not alter, add or attempt to recreate the graphic element. Scale the pattern to the size of intended use accordingly. It should never be used to pull up the entire background with text.

1. Standard Form 2. Complex Form

2.

TOOLKIT

Photography Style Photography is key as it helps to express Little Looparel’s brand personality and character. Our brand attributes of fun, expressive and stylish should be portrayed when creating imagery. Photography should always aspire to be of the highest quality possible and always excite the viewer with it’s content and unique and stylistic approach.

There are two general subjects our brand photographs; namely kids and our apparels. There are two general styles of photography we use for these two subjects to communicate our brand accurately.

TOOLKIT

Photography Style For kids photography, it is necessary that kids are shot either in pairs or groups. Kids should never be shot solo.

This is to represent the heart of our brand; of us wanting to create a community for kids. Thus our photography styling has to reflect the same.

We require kids to pose with fun, whimsical and loud expressions be it through their facial expressions or actions. Photos of kids should always be shot in a studio against a bright and vibrant solid coloured backdrop.

Go crazy and be creative!

However for our print advertisements and postcards, photo of kids should be shot, or edited, against our brand’s corporate colours. This is to emphasize our brand colours as well as for brand recognition.

TOOLKIT

Photography Style For product photography, individual apparels featured on our website should always be shot against a white background.

However for our mobile application landing page and newsletter, apparels should always be shot in a flat-lay style. Photo of apparels should be shot against a white background, cropped at a certain area not showing the full outfit and tilted at a 45 degree angle.

TOOLKIT

Illustration Style Illustration is a powerful tool that is synonymous with story telling. With the use of illustration, it helps our brand to tell many stories across our print advertisements and postcards.

Our illustrations are strictly used only for our advertising campaigns and should always be drawn together with our photo of kids. The illustrations can be integrated in many fun ways. It can overlap with the photo of kids as well as play with its shapes and sizes of objects drawn in relation to the size of the kids. Our illustrations should be big, bold, whimsical and creative.

The illustrations should tell of a story of how a kids sees the future world to be. Any drawing that makes sense to how the future world would be interpreted and seen in the eyes of a kid is acceptable, as long as it makes relevant sense to making the world a better place.

Illustrations should not be repeated but always be potrayed in a unique, whimsical and joyful manner. Our style of illustration need not be complex. Simple objects that stand alone or multiple shapes that come together as a whole is acceptable. Our style uses organic shapes which brings out the fun element of our brand and it supports our overall identity and helps communicate our unique point of view. Geometric and lined illustrations should be avoided.

APPLICATIONS

Print Advertisements

APPLICATIONS

Corporate Stationery

APPLICATIONS

Website www.littlelooparels.com

www.littlelooparels.com

FREE STANDARD COURIER DELIVERY FOR ORDERS ABOVE SGD $100*

STANDARD COURIERDELIVERY DELIVERY FOR ABOVE SGD $50* FREE FREE STANDARD COURIER FORORDERS ORDERS ABOVE SGD $50*

www.littlelooparels.com

SINGAPORE

SINGAPORE

NEW ARRIVALS

BOYS

GIRLS

ABOUT

HOW WE WORK

NEW ARRIVALS

SINGAPORE

FREE STANDARD COURIER DELIVERY FOR ORDERS ABOVE SGD $100*

NEW ARRIVALS

BOYS

GIRLS

ABOUT

HOW WE WORK

ABOUT

HOW WE WORK

View All Girls NEW ARRIVALS

GIRLS

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150 ITEMS FOUND

BOYS

SORT BY

Checkout

NEWEST

CATEGORY BLOUSES & SHIRTS DRESSES & ONE‐SUITS

SHOP NOW

TROUSERS & SHORTS T‐SHIRTS

PAYMENT METHOD

SHIPPING METHOD Normal Mail (No tracking)

$1.70

SmartPac Envelope (With tracking)

$3.80

Courier Delivery LITTLE (Free with $100 spent!)

MARC JACOBS

$7.00

All transactions are secure and encrypted.

Credit card information is never stored.

SKIRTS OUTERWEAR SIZE

Card Number

PRINTED VISCOSE DRESS

Cardholder Name LITTLE MARC JACOBS TWO TONE PRINTED DRESS

BAKER BY TED BAKER NAVY ROSE PRINT SCUBA DRESS

$30

$30

$30

0 – 2 YEARS

End Date (mm/yy)

3 – 4 YEARS Start Date (mm/yy)

5 – 7 YEARS

Optional

8 – 10 YEARS

SHOP GIRLS

14 – 16 YEARS ONE SIZE

www.littlelooparels.com

FREE STANDARD COURIER DELIVERY FOR ORDERS ABOVE SGD $100*

www.littlelooparels.com

SINGAPORE

SINGAPORE

FREE STANDARD COURIER DELIVERY FOR ORDERS ABOVE SGD $100*

NEW ARRIVALS

NEW ARRIVALS

BOYS

GIRLS

ABOUT

SHOP BOYS

HOW WE WORK

NEW ARRIVALS

RECEIVE WHY SHOP WITH LITTLE LOOPARELS? HAPPY MAILS! BOYS

GIRLS

HOME / GIRLS / EVERYTHING / LITTLE MARC JACOBS PRINTED VISCOSE DRESS

ABOUT

Enter email here Kids outgrow their

JOIN clothes so fast!

SIZE: Let us help you give your child’s clothes a second life while you gain from their preloved clothes!

All preloved apparels sold are ensured of only the best quality.

CONNECT WITH US

CATEGORY

NEW ARRIVALS

ADD TO FAVOURITES

HELP

ABOUT US HOW WE WORK CAREERS

FAQ’S CONTACT US SHIPPING INFO ORDER STATUS

CONNECT WITH US

Bong Qiu Qiu Little Looparels is my new favourite site! Not only am I able to gain something out of Meredith’s preloved clothes, I’m also able to find branded apparels for WHYLooparels SHOPdoing WITH Meredith at a great steal! With Little the selling for me, the whole process has been so convenient and hassle‐free for me!

150 ITEMS FOUND

BOYS

ABOUT

HOW WE WORK SORT BY

$25

$15

NEWEST

NEWEST

LITTLE MARC JACOBS DENIM TROUSERS OLDEST $25 LOW TO HIGH PRICES

PRICES HIGH TO LOW 1 2 3 4 5 … 6

OUTERWEAR

COMPANY ABOUT US SIZE HOW WE WORK 0 – 2 YEARS CAREERS 3 – 4 YEARS

HELP LITTLE MARC JACOBS FAQ’S PRINTED VISCOSE DRESS CONTACT US 30 SHIPPING INFO ORDER STATUS

CONNECT WITH US

JOIN OUR MAILING LIST LITTLE MARC JACOBS Enter TWO TONE PRINTED DRESS

BAKER BY TED BAKER Join NAVY ROSE PRINT SCUBA DRESS

your email address

THANK YOU FOR SHOPPING WITH US!

8 – 10 YEARS

$30

$30

A confirmation email has been sent to your email address.

11 – 13 YEARS

‐

14 – 16 YEARS

Little Marc Jacobs Printed Viscose Dress is a sleeveless, lined dress, made from printed twill viscose. It features a zip back fastener, brand signature cabochon detailing on the front and branded logo embroidery.

www.littlelooparels.com

COMPANY

GIRLS

T‐SHIRTS

good, but do good as well! Let us unite in making the world a better place!

100% Viscose

HOW WE WORK

SKIRTS

ADD TO BAG

CUSTOMER SERVICE

ABOUT

BAKER BY TED BAKER LIGHT PINK QUILTED LEGGINGS

BLOUSES & SHIRTS

harmful chemicals, gases and water wastage Size Guide from further harming our planet.

SHIPPING & RETURNS

BOYS

TROUSERS & SHORTS

TO LOOK AND DO GOOD

WHAT SOME OF OUR SELLERS ARE SAYING

SHARE:

GIRLS

LITTLE MARC JACOBS FLEECE EMBROIDERED SWEATER

5 – 7 YEARS

SHOP GIRLS

$40

www.littlelooparels.com

FREE STANDARD COURIER DELIVERY FOR ORDERS ABOVE SGD $100*

DRESSES & ONE‐SUITS

SHOP NOW

Blanc/Bleu

DESCRIPTION

$35

$35

SINGAPORE

NEW ARRIVALS

CONDITION: Excellent We want your child to not only look

JOIN US TODAY!

JOIN OUR MAILING LIST

FILTER BY

Shopping for preloved clothes helps prevent 11 – 13 Year Olds

Sit back and relax while we do the selling for you!

FAQ’S Enter your email address Join www.littlelooparels.com CONTACT US SHIPPING STELLA MCCARTNEY LITTLE MARC JACOBS SGD $50* STELLA MCCARTNEY FREEINFO STANDARD COURIER DELIVERY FOR ORDERS ABOVE GOLD MILLA CARDIGAN PRINTED CANVAS JACKET PEONY VIVA PARTY DRESS ORDER STATUS

HOW WE WORK

CLEAR AND SAVE

Shop for your favourite branded labels at only a fraction of its original price!

HELP

ABOUT US HOW WE WORK CAREERS

View All Girls

SGD $30 / 3000 Points

BE IN THE LOOP FOR COLOUR: EXCLUSIVE PREVIEWS AND PROMOTIONS

COMPANY

SINGAPORE

LITTLE MARC JACOBS Printed Viscose Dress

SCORE GREAT DEALS

CONFIRM ORDER

11 – 13 YEARS

BACK TO HOME

SHOP MORE

TRACK ORDER

ONE SIZE

SHOP BOYS +

+

COMPANY

HELP

ABOUT US HOW WE WORK CAREERS

FAQ’S STELLA MCCARTNEY CONTACT US GOLD MILLA CARDIGAN SHIPPING INFO $35 ORDER STATUS

CONNECT WITH US

JOIN OUR MAILING LIST Enter your email address

Join

LITTLE MARC JACOBS PRINTED CANVAS JACKET

STELLA MCCARTNEY PEONY VIVA PARTY DRESS

$35

$40

LITTLE MARC JACOBS FLEECE EMBROIDERED SWEATER

BAKER BY TED BAKER LIGHT PINK QUILTED LEGGINGS

LITTLE MARC JACOBS DENIM TROUSERS

$25

$15

$25

JOIN OUR MAILING LIST Enter your email address

Join

Fann Wong I’ve been with Little Looparels for close to a year LITTLE MARC JACOBS now, honestly, I’ve never felt more grateful for this Printed Viscose Dress Without them, I wouldn’t be able to sell LITTLEplatform.

LOOPARELS? my child’s preloved clothes and shop more!

SGD $30 / 3000 Points

APPLICATIONS

Mobile Application 9:41 AM

100%

NEW NEW ARRIVALS ARRIVALS 100%

9:41 AM

100%

9:41 AM

100% 9:41 AM WHY SHOP WITH LITTLE LOOPARELS?

SHOP NOW

Search

GIRLS

BOYS

NEW IN

BLOUSES & SHIRTS

DRESSES & ONE-SUITS

TROUSERS & SHORTS

SKIRTS

OUTERWEAR

SCORE GREAT DEALS Shop for your favourite branded labels at only a fraction of its original price!

All pre-loved apparels sold are ensured of only the best quality.

BACK TO SCHOOL

Email Address Password Forgot your password?

CLEAR AND SAVE Kids outgrow their clothes so fast! Let us help you give your child’s clothes a second life while you gain from their preloved clothes!

Sit back and relax while we do the selling for you!

Log In

GIVE AND GIVE AND GET BACK!GET BACK!

Don’t have an account?

Sign Up Now

or

Proceed As Guest

TO LOOK AND DO GOOD Shopping for preloved clothes helps prevent harmful chemicals, gases and water wastage from further harming our planet.

FIND OUT MORE

We want your child to not only look good, but do good as well! Let us unite in making the world a better place!

JOIN US TODAY!

9:41 AM

100%

9:41 AM

Girls: New In

Search

FILTER

NEW NEW ARRIVALS ARRIVALS 100%

9:41 AM

100%

Girls: New In

SORT BY

100% 9:41 AM WHY SHOP WITH LITTLE LOOPARELS?

Girls: New In

FILTER

FILTER SORT BY SHOP NOW

SORT BY

Info

Search

GIRLS

BOYS

DETAILS Size: 11 – 13 Year Olds Colour: Blanc/Bleu Condition: Excellent

SCORE GREAT DEALS Shop for your favourite branded labels at only a fraction of its original price!

All pre-loved apparels sold are ensured of only the best quality.

DESCRIPTION NEW IN

BACK TO SCHOOL

BLOUSES & SHIRTS

SHIPPING & RETURNS

CLEAR AND SAVE

SGD $30

SGD $30

SGD $30

SGD $30

LITTLE MARC JACOBS Printed Viscose Dress

LITTLE MARC JACOBS Two Tone Printed Dress

LITTLE MARC JACOBS Printed Viscose Dress

LITTLE MARC JACOBS Two Tone Printed Dress

Kids outgrow their clothes so fast! Let us help you give your child’s clothes a second life while you gain from their preloved clothes!

CUSTOMER SERVICE

Sit back and relax while we do the selling for you!

SIZE GUIDE

GIVE AND GIVE AND GET BACK!GET BACK! SGD $30 SGD $35

BAKER BY TED BAKER Navy Rose Print Scuba Dress

STELLA MCCARTNEY Gold Milla Cardigan

SGD $30

SGD $35

BAKER BY TED BAKER Navy Rose Print Scuba Dress

STELLA MCCARTNEY Gold Milla Cardigan

TROUSERS & SHORTS

SKIRTS

OUTERWEAR

TO LOOK AND DO GOOD Shopping for preloved clothes helps prevent harmful chemicals, gases and water wastage from further harming our planet.

FIND OUT MORE

SGD $30

DRESSES & ONE-SUITS

We want your child to not only look good, but do good as well! Let us unite in making the world a better place!

LITTLE MARC JACOBS Printed Viscose Dress JOIN US TODAY!

GIVE AND GET BACK!

APPLICATIONS

Direct Mailer

- Brochure, postcards, badges

APPLICATIONS

Packaging

- Thank you note, clothing tag

APPLICATIONS

Clothing Tag

Thank You Note

APPLICATIONS

Newsletter & E-receipt

APPLICATIONS

Bag & Van

Thank You With these guidelines, we hope that you will continue to portray our brand the way we want it to be. If ever in doubt, just refer back to these, and you won’t go wrong.

We think it’s a pretty flexible system which allows creativity, so give it your best shot!

If you have any questions about the brand manual, please contact us at enquires@l.looparels.com.