Visuel Design & Identity - Jumelle Underwear by livmichelsen

By Malene Jeppson, Liv Michelsen, Kim Dragovic, Roberta Kavaliauskaitė and Michaela Ulrik Scharling - Group #5

Welcome to our Visual Identity - Design Manual

Welcome to our Visual Identity This guide presents the basic elements that make up JUMELLE UNDERWEAR It presents our personality, our attitude and our values to the outside world.

TABLE OF CONTENTS BRAND SUMMARY 3 MISSION 4 VISION 5 TARGET AUDIENCE 6 BRAND PERSONALITY 7 CORE VALUES 8 THE LOGO 9 COLOR PALETTE 17 TYPEGRAPHY 18 IMAGERY

SOCIAL MEDIA 20 SUPER GRAPHICS 21 BRAND VOICE/CONTENT 21 TEMPLATES 22 IMPLEMENTATION 25 APPENDIX 29 2

BRAND SUMMARY THE BRAND Jumelle underwear is a danish underwear company. It was founded by Frederikke and Stinna after they had struggled with unfitted and uncomfortable bras for years. A way was found to make bras comfortable, sexy and appealing, and they decided to share with the world in 2020 by opening their own company. THE PRODUCTS The main focus is the wire within the bra. It’s made of rubber filled with sand. The bras are going to be sold in different variations and styles giving different options to the customer based on their preferences.

MISSION Our mission is to create a more flexible and comfortable bra that is still pretty and sexy

VISION Our vision is to give our customers the option of customizing their bra so it fits their unique body

TARGET AUDIENCE Women in the age of 18-25 years old

BRAND PERSONALITY Comfortable, sexy, empowering

CORE VALUES Comfort made sexy

LOGO VARIANTIONS The logo is based on the awareness of the company’s mission, vision, target audience and product description.

VARIATION #1 COMBINATION MARK LOGO

VARIATION #3 WORDMARK LOGO

The company is in the process of developing a wire for bras that will result in a more flexible and comfortable bra. It will provide optimal support and comfort to all women, each with their own unique body. VARIATION #4 COMBINATION MARK LOGO

VARIATIONS Variation #1 is a combination mark logo that consists of a wordmark (brand name) and symbol (bra). It is being used for social media profiles and digital marketing. Variation #2 is also a combination mark logo with a pink brush stroke and a brand name on it. It is being used for the website, labels, stenciling, documents when there is plain background without too many colors, prints and distractions. * Variation #3 is a Wordmark logo which was made to use on pictures or more dense backgrounds.

VARIATION #2 COMBINATION MARK LOGO

Variation #4 is the same as the first one, however the word ‘’underwear’’ is fairly small so when it’s not redable anymore the logo should not contain it. 9

LOGO SIZES Minimum size of combination logos with symbol (bra) is 40mm wide and 50mm long so the logo is clear and readable. Minimum size of the Wordmark logo and combination logo with a stroke is 30mm wide and 10mm long

LOGO SIZES - SPACE An exclusion area has been specifically developed to allow maximum clarity and legibility of the logo. The skatches represent the exclusion area required around any application of the logo. No type or graphic elements should intrude into this space. The exclusion area is 3mm in wordmark logo and the combination mark logo with a stroke, and 6mm in combination logos with bra symbol.

COLORS WITHIN THE LOGO The logo consists of 4 different colors. The primary color for the bra is a soft pink color, and for the shade a bit darker version of the soft pink. For the outline stroke of the bra, a grey color is used. And a darker grey for the text below the bra. A delicate and soft pink is used as the basic color in our bra-logo design and the one shade darker for the brushstroke in the brushstroke-logo as the color pink represents care, compassion and love. The color pink is insightful and intuitive and it shows tenderness and kindness with its empathetic and sensitive nature. In color psychology, pink or soft pink is a sign of hope. It is a positive color that inspires warmth and comforting emotions. These are all characteristics that the company represents. The pink color is also associated with the female universe, which is the primary target audience. The color gray is an emotionless color. It is independent, neutral, impartial and indecisive. From a color psychological perspective, the color gray is a compromise - it is neither black nor white. As gray is both immobile and numb, it is also very solid and stable, creating a sense of calm. With the color gray you don’t have to decide anything due to its neutral tone. The outline does not take any focus and does not dominate the logo. And that’s the intention. 12

TYPEFACE WITHIN THE LOGO The wordmark logo is written in two different typefaces. Playlist script and Raleway. The Playlist script typeface is used for the word Jumelle and the typeface Raleway is used for the word underwear. These typefaces are the same throughout all the different variations of the logos. PLAYLIST SCRIPT Playlist script is the typeface used for the name Jumelle. This font has some soft curves which follow the soft lines in the bra, which are also found in the logo. In addition, the font meets the guidelines that Jumelle represents, comfortable yet sexy. - Jumelle must always be spelled with a capital j and the rest of the name must be in lower case. This applies to all variations of the logo. RALEWAY Raleway is used for ‘‘underwear’ below Jumelle. It’s an elegant, easily readable sans serif typeface. - ‘Underwear’ must be written in uppercase letters at all times. This applies to all variations of the logo.

LOGO VARIATIONS: DO’S The logo can be used on different backgrounds, without the white square, if the background matches the color palette and does not have too much movement.

LOGO VARIATIONS: DON’TS The size ratio and shape should be same all the time Colors are always the same Logo can’t be smaller than the minimum size Nothing should go within exclusive area of a logo (square lining around logo) Logo should always be horizontally placed The space between Jumelle and UNDERWEAR in the wordmark should be equal to the cap height of UNDERWEAR.

GENERAL DON’TS

COLOR PALETTE PRIMARY COLOR PALETTE Our primary colors are the same as used for the logo. These colors form the basis of Jumelle’s visual expression associated with the mission, the vision and the brand personality. SECONDARY COLOR PALETTE Our secondary color palette consists of two colors that match and support the primary colors in their expression. Both primary and secondary colors contribute to a girly, vibrant and feminine expression through all layouts in both printed as well as digital media platforms. SECONDARY COLOR PALETTE

TYPOGRAPHY PLAYLIST SCRIPT This is our heading font. It is used for our headlines, heading and our marketing usages. Furthermore it is used for highlighted phrases and statements with an eye-catching size to attract attention. The playlist script typeface can be used in different font sizes and font weights depending on the media you’re using it for. RALEWAY This font is our body font. It is used for the body and button text on our website and for marketing usage, when we need to have a more basic and classic approach to the audience. The font shall be used in capital letters for our logo text, and on our website for body text. The font weight depends on the looks and which usages.

Confidence

IMAGERY MOODBOARD Mood board contains real life pictures that represents Jumelle’s brand personality, core values and vision. Statement words are used to represent the feelings even better. Furthermore, there are also inspirational colors that have been used throughout the campaign and visual elements. To create coherence between all the materials, the images must be, in their color spectrum, related to the emotions that the brand represents with their core values. Comfort Confidence Uniqueness Ambitious Sexy Freedom

SOCIAL MEDIA In social media we mainly use photos, sometimes light backgrounds with quotes or just a few words. The style of our feed must be as shown

SUPER GRAPHICS

BRAND VOICE

Super Graphics are used in Power points. A pink brush stroke from the logo with a 90% tranparency so it is not irritating the eye when there is text on top of it.

The brand Jumelle is a classic and feministic brand. Jumelle wants to reach females aged 18-25. To reach this audience Jumelle wants to be seen as empowering and sexy. They wanna be relatable, casual, and humorous, but still happy and empowering, sexy and confident in a tone of voice. They want to interact with their customers and make them feel a part of the brand. Instagram and Facebook content will consist of communicating with followers by reposting to their photos, answering questions, responding to comments and hosting giveaways. Jumelle is going to frequently post updates, news and the development process of products on social media.

TEMPLATES BUSINESSCARDS The business card is to hand out. There is a front and back, the front illustrates the Jumelle logo with brush strokes. The back shows the contact information and the other logo which contains the bra. The business cards have a very soft pink color, which is also used on the website. STICKERS The stickers are for the packaging, they have to hold tissue paper together so the bra is wrapped and for a nice look when the package is opened. THANK YOU CARD The thank you cards are for the packaging, they must be on top of the tissue paper in the package for a personal greeting when the package is opened. PACKAGING This bag is made for when Jumelle in the future opens a physical store. on the bag, the jumelle logo is made very clear so you do not overlook it. The bag must always be white or another light color, so that the logo is clear.

TEMPLATES PACKAGING STATIONARY E-mail signature

Kære ....

Bedste hilsner Stinna & Frederikke

TEMPLATES POWERPOINTS In the Powerpoints a part of the logo (brush strokes) are used as a supergraphic with 90% transparency. The Powerpoint should always have a light pink background and one of the two logos in the first page. Accordingly, to the logo that has been chosen it has to be placed in each slide in any of the 4 corners, however the placement should remain in one corner throughout the whole presentation.

IMPLEMENTATION All previously discussed elements were implemented in to the website, facebook and instagram pages. All three platforms have similar theme including primary and secondary color palette, typography, logo implementation and so on. Visiting these platforms customer gets a closer approach of the brand as well as getting to feel the core values Jumelle wants to represent As part of a campaign, Jumelle is going to use digital and print advertisements by displaying posters on bus and train stations all over Denmark.

THE TOTEBAG The tote bag is made as a product that can be purchased on the side. There are in total 3 tote bag designs, two of them have both logos, these tote bags have a pink touch as they are both lined with a pink inner lining. one tote bag also has a floral-like design. The third tote bag is designed so that the logo with the bra is enlarged and not to be overlooked.

The posters should always be representing one or more of the statement’s words and have one of the variations of the logo on the poster. The posters are showing confident women wearing Jumelle’s bra in different occasions and situations. Jumelle’s values are written on the poster with”Raleway” and the statement words within the values are written in the “playlist script” font.

IMPLEMENTATION INSTAGRAM PROFILE

INSTAGRAM STORY

FACEBOOK PROFILE

FACEBOOK VIDEOPOST

FACEBOOK POST

FACEBOOK PROFILE MOCKUP - LINK XD FACEBOOK VIDEOPOST - LINK TO YOUTUBE INSTAGRAM PROFILE MOCKUP - LINK XD 26

IMPLEMENTATION JUMELLE WEBSHOP JUMELLE WEBSHOP MOCKUP - LINK XD

IMPLEMENTATION POSTERS

APPENDIX CUSTOMER JOURNEY Awareness- posters, social media ads, business cards First stage is meant for customers to realize their needs and become aware of the company. The awareness is created by posters on bus stops and train stations. Furthermore there is a business card that can be used at a fair or any other activity where jumelle can showcase their products. The social media ads help a lot because you can find jumelle on facebook and instagram which is used by the target group. Consideration- website, social media content, webshop After, they start looking through the website and social media to get to know the company, their values and products. They browse through the website to find the product they want to purchase. Purchase -confirmation email, packaging, thank you note, stickers, tote bags After purchasing the product, the customer gets an email confirmation with Jumelle email signature. Jumelle company packs the order according to their packaging rules. Packaging consists of a sustainable box, silk paper which is held together by a sticker with the logo, thank you note and tote bag ,if the customer purchased it on the webshop. Service- email subscription, newsletters, discounts The jumelle company has an email-service where you get informed of all the new products, promotion sales, discount codes and cart abandonment. You can also subscribe to the newsletter and you will get reminders on new arrivals. Loyalty expansion After purchase, the customer leaves their data behind. Jumelle could collect the data and send special offers or discounts during christmas or their birthday making them want to come back.

APPENDIX CUSTOMER JOURNEY MAP