M AG N I F I E D MAKE
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Introduction
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Concept description
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Our brand
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Collection
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Tone
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Models
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Tribe
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Colour card & font
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Logo
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In this brandmanual you will get to know Magnified a bit better. You will be able to find information about our whole concept. Our ideas, fashion and atmosphere will be shown and besides that, the collection, models and target group will be presented. This will give you the exact feeling of our brand. Enjoy diving in our world, we hope you get inspired!
C O N C E P T Magnified is all about making the small things matter. Which means that our focus lies on the little things in life and their beauty. In relation to fashion this refers to little details which can make our garments and collections a lot more interesting and unique. The worn out look of our collections give the customers the feeling they’re carrying a story. At the basis of the brand stands the fact that in today´s life a lot stays unnoticed. True beauty if being neglected and people tend to live in their ´social media´ world which isn´t exactly real. That´s why our central theme really fits our target group. It´s all about appreciating littleness and looking around you to notice the unnoticeable. Our target group is longing for this, taking a step back from the social media world en experiencing real life again. Magnified differs from others because it combines a lifestyle of art, photography, literature and fashion.
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Stimulates our target group by combining art, photography, literature, music and fashion. A serene and comfortable atmosphere is created and a new lifestyle is born. We want to give the people what they need today, a bit of authenticity and a place of comfort.
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CO L L E C T I ON
Our collection consists of dresses, shirts, sweaters, coats and shoes. We´re particulairly specialised in dresses. Our garments are made of torn and wrinkled materials. This detail gives our clothes an extra authentic touch.. The fabrics which are used are mostly pastel coloured or printed with floral designs. Our garments are flowy, loose fitted and comfortable. This aspect of comfort also counts for our shoe collection. We design flats, sandals, boots and heels. You can find them in floral prints and pastel colours as well.
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Our brand communicates in a positive way. We use a sweet and gentle tone of voice, which will comfort our customers. We write in a descriptive manner, by using a lot of subtle adjectives.
“love is life and life is free take a ride of life with me free your mind and find your way there will be a brighter day”
“I see trees of green, red roses too I see them bloom for me and you And I think to myself what a wonderful world. The colors of the rainbow so pretty in the sky Are also on the faces of people going by I see friends shaking hands saying how do yo do They’re really saying I love you”
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We work with young and lively models. Our models have a very natural look and sparkling characters which reflects in their appearances. Their freckles and long blond hair create an innocent and natural beauty.
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We are focused on a young target group with an age between 18 and 30. These are the people who are integrated in the whole social media world of today. A lot of these people are now looking for more originality, calmness and authenticity. They´re living an analogue lifestyle where they appreciate things from the past, read books and cherish nature. They love authentic experiences such as camping or biking. or second handed products.
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COLOURCARD F O N T
Our colourcard consists of pastel colours, The font which is used is called Fragment Core. We used this font because it’s not standard, playful but still readable. It fits the layout and appearance of the brand. Our logo stands for the magnifying glass, which refers to our brand name Magnified. But in the form of this logo you can also see an eye. This stands for our mission, to make people open their eyes and face life in its purest form
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BY LETE HULSCHER AMFI FASHION & BRANDING