InsideOut
Introduction This Brand Book displays how the brand InsideOut is to be expressed visually and verbally in any way. It puts together the look and feel of the brand concept, the vision and mission, its personality and key values along with the tribe we are reaching out to.
The Book serves as an inspiration for any internal or joined workforce to be creative but rigid enough to keep the brand recognizable and stylistically consistent when sending the message across. Our concept, vision, mission and values wilI clarify our view on ageing and life. Because if there is one thing we do every day, is that we celebrate the next.
INsideOut
Table of Content 6.
Brand Concept
18.
central values
30.
target group
9.
Vision
22.
functional values
36.
logo Typography colorscheme
13.
Mission
27.expressive values
ve
5
-
“
I don’t want to look young, I want to look great because I feel great
- Joyce Carpati
6
-
Brand CONCEPT We live longer. There is more life to live. Quality of life isn’t a matter of age, it’s what you make of it. Instead of celebrating the years, we celebrate every day that arrives. We believe that growing older doesn’t mean your clothing and style has to go along nor should your mentality and capabilities. No one ever claimed that a granny should look like one. InsideOut wants the Ageless Youngsters to experience their self love and love for life to the fullest. We want to express their second youth in a stylish and carefree way. For us, it’s not about looking young. For us, it’s about looking great, feeling young, alive and kicking. Advanced and personal style colours the street. With InsideOut, we will send out the positive vibe and inspire others to look the way they feel: anything but old. Because the oldiegoldies are here to be seen. InsideOut encourages them to find themselves and their authentic style. From that moment on, they will experience complete inner freedom.
7
-
Vision
We celebrate every day that arrives, with advanced style.
10
-
Mission
We help to express lively agelessness and self-love.
14
-
15
-
16
-
Central Values 18
-
l
Optimistic vitality Freeing Purity
Life is worth living. Our optimistic approach not only brightens up your day, it also inspires you to live even more. The liberated feeling we want to give you strengthens your self-awareness and approach to life. We will reveal the true you, regardless your age, and the pureness from within which will result in an authentic style and feeling.
19
-
20
-
Expressiveness Comfortable Playful
Colour is key. And herein we dare to express our inner strengths. InsideOut provides confidence in their playful yet strong silhouettes that at the same time feel comfortable. With our designs there is not one way of wearing. Multiple possibilities stimulate your creativity towards the style you feel most comfortable in. Therefore advanced and personal style are expressed in the most most authentic and pure way. We can be quirky in our experiment of material-use but always balanced.
22
-
Functional Values
24
-
26
-
Expressive Values
joyful Witty Powerful yet subtle
28
-
We approach everything optimistically. We don’t know what will happen tomorrow, better make the most of it today. To spice it up, we sprinkle today with a witty twist. Why be dead serious if you can have fun, go a little crazy and embrace life with a laugh? This is catchy and inspires one and another. Behind this playfulness is a powerful mindset rooted. We encounter this world fearless but arrogance is not our game.
29
-
Ageless Youngsters Parading through the big city streets, sometimes with the needed wiggling and wobbling, their pride is noticeable and sensible by every passenger. The Ageless Youngsters are filled with confidence. They are not counting the years nor the days. For them every day is a celebration from the moment they can start dressing up. Following the trends does not challenge them, they rather create them theirselves. This fashion forward group is not afraid to experiment since following the pack is excluded from their policy.
The female group of 60 + find themselves on a level where they don’t feel their age and have no clue what their age is supposed to feel like. They live life like they were 22 but with fewer cares and willing to do anything. They embrace life as it comes, since they’ve accepted who they are, enjoying that feeling of freedom within themselves. In their big city life, you can find them in the gym in order to keep their bodies fit. Or you spot them in the restaurant and at all kind of events to stimulate their youthful spirit. Besides, they find their escape in nature when they seek balance. Creative creatures they are, well aware of what’s going on in the artificial scene, loving to visit the latest exhibitions or start to get the creative juices flowing themselves at home, in their closet.
30
-
Target Group
We help the Ageless Youngsters to express what is in the inside, to the outside. Since they have accepted who they are, we are here to help them translate their lively spirit to an individual and authentic style. And we will do that together. Those aren’t women who only need to be told what they should wear. Since dressing up is a celebration, we will sip that bottle of wine while creating her strong yet playful look. We enjoy ourselves together. Because the pressure to proof anything to or impress someone, is far gone. We stimulate personal creativity. Being creative, keeps you vital. Dressing up is having fun: not only you get to feel wonderful but you also get to meet a lot of people who love you because of it. And when you feel good, you look good. Life only gets better. We don’t think about ageing. We go ahead, look great and enjoy the moment.
33
-
34
-
35
-
Logo
InsideOut
Playful but strong logo. The I flows over into the O. The I stands for Inside that will get translated and shown on the Outside, hence the O.
InsideOut
The colours used fom the colour scheme are interchangeable. Though the purple logo with the lilac brandname is the mainlogo.
Font: unica one size: depending
on placement of the logo
InsideOut
Typography Titles: Unica one
regular strong and playful on its own. Easy to read. size: 30 pt - 60 pt - 90 pt
Text: cormorant garamond to guarantee the balance and to make it not too minimalistic size: 12pt (body text) size: 12 pt CAPITAL (optional) 36
-
ColoRscheme powerful purple
Colour code #57256e
playful lilac
Colour code #d3aad0
Optimistic orange
Colour code #f3940c + 68% opacity
colourful black and white
The colours are strong in a subtle way. They express our playful and optimistic approach.
Colour code #000000 #FFFFFF
Purple is our leading color, while orange is often used to make things pop out. The use of colour is balanced with black and white. 37
-
p. 3 http://annywang.se/Blue-Cherry-Blossom-3D-illustration p. 5 https://www.pinterest.com/pin/209347082662096418/ via https://www.thenandnowshop.com p. 5 https://www.pinterest.com/pin/284360163949936006/ p. 6 http://www.studioproba.com/a-poster-a-day-5/ p. 8 https://www.pinterest.com/pin/209347082662100566/ p.12 https://www.nytimes.com/2017/01/24/magazine/callingyourself-humbled-doesnt-sound-as-humble-as-it-used-to. html?_r=0 p. 15 https://www.ignant.com/2017/04/21/the-duality-of-human-being-expressed-by-pablo-thecuadro/ p. 17 , p. 21 https://www.ignant.com/2017/05/10/peet-dullaertssea-world-inspired-collection/ P. 26, p. 34 https://www.ignant.com/2017/04/03/mixed-media-collages-by-artmour/ p. 25 https://www.ignant.com/2017/04/10/wardrobe-snacks-explores-the-elegance-of-eating/ p. 29 https://www.pinterest.com/pin/258182991115616998/ p. 32 https://www.instagram.com/saramaijewels/ p. 35 http://photovide.com/full-colour-book-will-sanders/
38
-
Marie Van Puyenbroeck B 1 E i AMFI 2016 2017 39
-