Evirit Brand Book Text Index ***isn’t the right word*** --- Table of Contents: - introduction -
concept - vision & mission - core values - functional values - expressive values -sustainable values?? - rename functional maybe - tribe (I guess the new tribe??. Maybe think about the feedback we got to describe how they live, communicate, rituals etc.) - visual identity
Introduction/Brand story - ***Add Trends*** Our concept was a product of the connection between our tribe, the Loba tribe of Mustang, Nepal, our music Ska and the Bijlmer area. We found that each of these treated struggles or negativity with a positive outlook and an aim to make their lives better. The Loba tribe believe in reincarnation and, as with their Spring Season festival, they treat re-birth as an opportunity to celebrate not mourn. They are also a self-sufficient community. They do not use outside resources so therefore re-use and up-cycle what they already have into whatever they need. Ska music arose during the early era of independence of Jamaica from England. It was a time when people who were emerging from slavery and were without possibilities used their passion for music as a release. They translated their hardships into uplifting songs. This music combines elements of Caribbean mento and calypso with American jazz and blues rhythm to create a new sound. Ska music is also played at the Nine Night ceremony which is held when people die. During this ceremony, death is celebrated as a release from earthly cares through upbeat music and dance. The Bijlmer area, despite a bad reputation, is becoming a space of growth, development and emerging talent. Despite bleak surroundings, they are attempting to create their own vision of what the area should be like through festivals, music and designing their own homes within the area. As you can see, the theme that joins these three groups is the idea of twisting a negative into a positive and upcycling what they have to work with. ***write about trends we based our concept on too - creating with nature, self-sufficiency, joosts file *** Vision: From a bleak past, a bright future can emerge.
Mission: Through evolving, celebration and self-reliance we rise above our fears.
Values : Central -> self-sufficient, evolving, sanguine ● We rely on ourselves and our own community to survive and prosper. ● We adapt and change to the conditions around us in order to develop. ● We bring optimism and joy to situations that may be viewed as negative to outsiders.
Functional -> versatile, creating with nature
● We believe that everything should have more than one function and be flexible to our needs at any time. ● As resources become more depleted, we see value in using modern technology and inspiration from nature to mimic the materials which are limited in availability or would cause further damage to the environment.
Expressive -> brightness, repetition, upbeat, dynamic
● We believe being positive and hopeful is the only way to move forward in life. This is depicted through vibrant colours. ● We have repetitive beats in our music and recurring rituals in our daily lives which we also illustrate in the way we dress through layered garments. ● Through quick-paced rhythm and cheerful dances we shake off our worries and troubles. We bring this mentality of leaving behind past struggles into our daily lives. ● Change, activity, and progress are vital to us. We aim to convey this it in the different facets of our self-expression.
Tribe ***write about how they live, communicate, rituals, beliefs, spirituality, flat earth, demons)*** - HOW do we combine SKA and MUSTANG beliefs and rituals The goal of our tribe is to continue working towards a brighter future.
- Housing > re-designed/updated old houses, solar panels, private wind turbines - People buy more sustainably, meaning they do not buy to use-up but to use long-term. Consumers demand to know how and where the product was made, by whom, and if they can reuse or recycle it once it has been used. - They have gone back to the core of life to form actual functioning communities. The minimal use of social media can be seen as the tribes counteraction to the obsession of the online world. - Everyone gets a basic income. This is an income that provides enough to sustain the basic needs of living. It not only bridges the gap between the rich and poor but also lowers stress levels within the tribe. This allows the tribe more time to work on innovations to further advance their community. - The tribes connection with their surroundings has allowed their society to work together to be more efficient and compassionate. The community now gathers to work on projects in which they share the same goal, interests and values. - Celebrating death - reincarnation - Polyandry 3 brothers
Although the rest of the world might still be stick in the world of digitalisation and dependance, this tribe that lives in Bijlmer is self sufficient. Meaning they use what they already have to produce what they need like using renewable energy for example solar and wind and by recycling what they already have into something new. Everything they do, they do together, within their community. Outsourcing and creating more waste is what they stand against. Building human connections is what they stand for. Therefore, everything they produce is friendly to their environment and their people.
Visual Identity ***explain logo and colour scheme** Our logo reflects how our tribe is one with the environment around them and is also about evolving as can be seen from the optical illusion element of the visual. Our choice of colours reflect a sunrise, from dark purple to warm yellow. They are also colours that can be easily produced in a natural way for dyes.