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.