PAZ | Brand Book 2022 by Pedro Sousa

2022

An urban experience of self-care.

Not many words define a comspolitan environment as well as CONTRAST. The diversity of people with ideas, and cultures creates a melting pot of diferent experiences and forms of self-expression. This contrast is reflected across every part of a city: its fashion, architecture, typography, art, lightwork: the dissonance between elements makes up for a constant shattering of expectations, creating something powerful and unique.

Paz embraces the urban diversity - its contrasts - and aims to bring in that unique experience to the self-care industry. It does that by leveraging a sense of exploration, motivated by curiosity and enriched by boldness, of which the end goal is an unexpected, surprising, cosmopolitan experience to its user.

2022

An urban experience of self-care.

2022

WHAT THEY LIKE WHAT THEY DO

The clients of PAZ

WHO WE ADDRESS • We cohesively address both genders - our products are Agender (we are LGBT-friendly) • Cultivated, educated university level • High earners • Open minded • Mostly residing in big cities - cosmopolitan (Berlin, Amsterdam, Copenhagen, Stockholm, London, New York, San Francisco) • 25-40 years old, mostly females (30-35 years old) • Focused on conscious living, wellness • Vegetarian/ Vegan / Environmentally interested grou ps

• Yoga • Love outdoor - but in style • Love festivals, clubs and have an artistic inclination • They love riding (electric) bikes instead of cars • They love traveling and discovering new cultures • They explore in their food as well - they can go from a corner bodega to a • Michelin star restaurant - as long as the food is an experience

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Index

I BRAND 1 2 3 4 5 6 7

Essence & Pillars Who we are Vision Mission Story Manifesto Positioning

II LOGO 1 2 3 4 5 6 7

Signatures Colors Proportions Exclusion zone Size reduction Graphic treatment DON’Ts

III COLOR 1 2 3 4

Primary colors Shades of grey Other colors Use samples

IV FONT 1 2

Didot LT Pro Futura PT

V CLAIMS 1

Commitments

VI PHOTO 1 2 3 4 5

Photography Diversity City colors Urban art Product Photography

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BRAND

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Essence & pillars

EX PLO RAT ION

TO FIND THE NEW AND THE EXCITING IN A FAMILIAR ENVIRONMENT.TO SEEK FOR SOMETHING BEYOND THE MIRRORED SURFACE. Being entirely based on the urban experience, the brand of PAZ must reflect its contrasts and diversity. Even more, it must bring a sense of secrecy and a rewarding experience for those who dare seek for it. Thus, EXPLORATION comes naturally as the brand essence, supported by its 3 pillars:

I CURIOSITY

II BOLDNESS

III SURPRISE

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Essence & values

CURIOSITY Curiosity is the starting point of exploration. and PAZ will use it as an invitation to a journey of discovery. This means creating sensorial baits: a detail, a color, a texture, a smell, or a sound to draw people’s attention towards the brand, after which a whole new world will unveil.

I CURIOSITY

II BOLDNESS

III SURPRISE

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Essence & values

BOLDNESS Being curious is not enough. Exporation demands boldness. To have the guts and the willpower to enter the unknown, searching for what no one has seen before. For PAZ, that means taking risks, being creative, experiment with different materials, ideas, stories, and visuals, essentially moving beyond expectations.

I CURIOSITY

II BOLDNESS

III SURPRISE

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Essence & values

SURPRISE The journey into the unknowun is, more often than not its own reward. For PAZ, this means the brand will reserve a surprise at the end of its every journey. That can be a hidden element in a product package, a secret effect in its website, or an ocult meaning behind an abstract shape of an aired campaign. As long as it comes unexpectadely.

I CURIOSITY

II BOLDNESS

III SURPRISE

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Who we are

PAZ IS A NATURAL, GENDER-FLUID, MULTI-USE BEAUTY, WELLNESS AND CARE BRAND THAT IS PACKED WITH SIMPLE, YET POWERFUL NATURAL AND ORGANIC INGREDIENTS.

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Vision

WE WANT TO BE PART OF AND CELEBRATE A WORLD WHERE WE ARE ALL EMPOWERED TO LIVE A FREE, AUTHENTIC, HEALTHY AND HAPPY LIFE, WITH RESPECT FOR OURSELVES AND THE PLANET.

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Mission

OUR MISSION IS TO CREATE HONEST, CLEAN AND CONSCIOUS PRODUCTS FOR YOUR WELLBEING. PRODUCTS ARE CREATED WITH RESPECT TO THE PLANET AND NOURISHING FOR YOU.

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Story

PAZ BEGAN FROM A CLEAR GAP WE SAW IN THE

We could not believe that there is so little choice when it comes to guilt-free, sustainable, luxurious, natural self-care products.

MARKET - WE CAME WITH A CREATIVE VISION TO FILL THE VOID BETWEEN HIGH-END PRODUCTS, LUXURIOUS

PRODUCTS

THAT

ARE

ALSO

So this is where we came in - we started digging up the options you can have to start a line from scratch that uses the most sustainable, clean, green, fair trade and vegan practices from the ingredients we use, to the method of creation down to the last detail in the packaging.

NATURAL, PACKED WITH POWERFUL ORGANIC INGREDIENTS FOR BOTH YOUR BODY, WHILST ALSO BEING HARM-FREE FOR THE ENVIRONMENT. We could see the need for clean products worldwide has emerged for some time already, but the monopoly brands and the producers were not yet ready or fast enough to change their lines and did not yet commit to the new values of their consumers. The shift was too big and not fast enough for some care brands, so greenwashing was the new option as a cheap escape.

From the beginning, we set out to create a natural, gender-fluid, multi-use beauty, wellness and care product line that is packed with simple, yet powerful, natural, vegan and organic ingredients. We wanted to address the genuine urban life and its multitude of gender expressions - we wanted to create simple, easy-to-use, on-the-

go products for the busy city life. We celebrate the ones who adventure, who try new things, who want to save the world while being true rockstars at what they do. We are passionately dedicated to creating high-quality beauty products with the cleanest ingredients; we are continuously inspired by the latest sustainable practices, we always look for the most sustainable option, harvesting the most potency from plants and nature’s generosity. But most importantly, we care about people: we care about our consumers to get the best products, honest and guilt-free. We care about the people helping us create these amazing products - to be treated fairly and with respect. We care about our team to feel heard and welcome any new ideas that can help us carve even more innovation into our products.

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Values

WE STRIVE TO MINIMIZE OUR NEGATIVE IMPACT ON THE ENVIRONMENT. We strive to show a deep respect for human beings inside and outside our company and for the communities in which they live.

We focus on self-expression and authenticit,y with minimal, simple yet high performing ingredients and organic materials. We create activism through vegan and cruelty-free ingredients, as well as a give back philosophy.

We support sustainable and safe methods of production that reduce environmental degradation, and support the economic viability of the workers in our factories.

We are the champion of a courageous, authentic way of life, and we cultivate a conscious and mindful community. We are on a mission to empower the authentic and diverse layers of self-expression.

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Manifesto

THE URBAN WELLBEING EXPERIENCE We do not belong to any traditional stereotypes. We are genderless. We are true to ourselves. We are the people of contrasts. We are earth-conscious and yet love a bustling city. We have a longing for nature but we also make the urban our playground. We are PAZ.

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Positioning PAZ AESOP CAUDALIE CULT BEAUTY CORSX GH LANEIGE LE LABO PURITO RITUALS THE HANDMADE SOAP & CO. GLOSSIER FAT & THE MOON MAD HIPPIE PLANT MAKEUP 100% PURE DAB IUNIK NUDI ODYLIQUE PHB PYUNGKANG YUL RIVER ORGANICS NATURA ORIGINS SALWA PETERSEN SKINFOOD THE BODY SHOP CULT BEAUTY STOP THE WATER W. U. US

HI-END

URBAN

YOUNG

CLEAN

NATURE

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LOGO

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Logo

PAZ is a custom made logo with a a strong, straight line chosen typography (from a Futura like font) to express both the urban, cosmopolitan and modern style while keeping its luxurious essence. The logo characters are made to look incomplete or missing some parts, to reflect our brand essence: the joy of discovery of the unknown. The logo has a series of rules that should be strictly followed in order to maintain the identity strong and recognizable. The rules are as follows:

SINGATURES

COLORS

PROPORTIONS

TAGLINES

EXCLUSION

REDUCTION

GRAPHICS

DON’TS

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Signatures

The logo has 2 official signatures. The PRIMARY SIGNATURE should be used in most media as the standard logo. The OUTLINE SIGNATURE must be treated a secondary format, mostly when higher contrast and legibility are required, or to create visual effects or interactions.

PRIMARY SIGNATURE

SINGATURES

COLORS

PROPORTIONS

TAGLINES

EXCLUSION

REDUCTION

OUTLINE SIGNATURE

GRAPHICS

DON’TS

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Colors

The logo has 2 official colors: black and white. These colors should be used across most media with equal priority, guided only by contrast and legibility.

SINGATURES

COLORS

PROPORTIONS

TAGLINES

BLACK

WHITE

R0|G0|B0

R 255 | G 255 | B 255

C 100 | M 100 | Y 100 | K 100

C0|M0|Y0|K0

HEX 000000

HEX FFFFFF

EXCLUSION

REDUCTION

GRAPHICS

DON’TS

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Proportions 5X

The logo proportions are fundamental for its consistency, and should be uncoditionally mainteined.

25X

35X

SINGATURES

COLORS

PROPORTIONS

TAGLINES

EXCLUSION

REDUCTION

GRAPHICS

DON’TS

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Taglines

Any tagline used with the logo must be standardized in a horizontal or vertical format.

Y 2Y

COSMOPOLITAN SELF CARE EXPERIENCE

COSMOPOLITAN Y SELF CARE EXPERIENCE Y

Y/2

The text should be written in Futura PT Light, all capitalized, and following the appropriate proportions.

SINGATURES

COLORS

PROPORTIONS

TAGLINES

COSMO POLITAN SELF CARE EXPERIENCE

EXCLUSION

COSMO POLITAN SELF CARE EXPERIENCE

Y/2

REDUCTION

GRAPHICS

DON’TS

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WHENAPPLIE SUALLY CONV EDMEDIA, THE SHOULD HAVE MINIMUMAMO OF EMTPY AR AROUND ITSE ORDER TO MA ITSIDENTITYA DLEGIBILITY.

Exclusion zone

When applied to visually convoluted media, the logo should have an minimum amount of emtpy area around itself in order to maintain its identity an legibility.

SINGATURES

COLORS

PROPORTIONS

TAGLINES

EXCLUSION

REDUCTION

GRAPHICS

DON’TS

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Reduction

For space-limited media, the logo might need to be used in small sizes (think mobile apps).

DIGITAL

40px

10mm

Be sure to maintain its legibility by not scaling them down beyond the minimum size.

SINGATURES

COLORS

PROPORTIONS

TAGLINES

EXCLUSION

REDUCTION

GRAPHICS

DON’TS

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Graphic treatment

The logo was designed to widstand diferent graphic and visual treatments, in order to adapt to different campaigns, media. and season trends. Here are some examples:

SINGATURES

COLORS

PROPORTIONS

TAGLINES

EXCLUSION

REDUCTION

GRAPHICS

DON’TS

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DON’Ts

The logo should always be treated with care in order to maintain its identity. Here are some rules on what not to do with your logo. Be sure to follow them to the book:

DON’T DISTORT, STRTETCH OR SKEW

DON’T CROP OR CUT

SINGATURES

DON’T ADD ELEMENTS

COLORS

PROPORTIONS

DON’T DISPLACE ELEMENTS

DON’T REMOVE ELEMENTS

TAGLINES

EXCLUSION

DON’T SCALE ELEMENTS

REDUCTION

GRAPHICS

DON’TS

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COLOR

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Primary colors

The two primary colors of PAZ are BLACK and WHITE, both having equal priority of use. This gives the brand, not only its visual contrast, but also a desired sense of luxury.

BLACK

WHITE

R0|G0|B0

R 255 | G 255 | B 255

C 100 | M 100 | Y 100 | K 100

C0|M0|Y0|K0

HEX 000000

HEX FFFFFF

The brand also has a set of secondary shades of grey for situations requiring visual diversity.

SHADES OF GREY

GREY SAMPLES

OTHER COLORS

COLOR SAMPLES 1

COLOR SAMPLES 2

COLOR SAMPLES 3

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Shades of grey

The shades of grey will act as secondary colors for situations of lower contrast or greater diversity, such as websites or more complex graphic compositions.

SHADES OF GREY

GREY SAMPLES

OTHER COLORS

GREY 4

GREY 3

R 50 | G 50 | B 50

R 100 | G 100 | B 100

C 70 | M 63 | Y 62 | K 59

C 60 | M 52 | Y 61 | K 21

HEX 323232

HEX 646464

GREY 2

GREY 1

R 150 | G 150 | B 150

R 200 | G 200 | B 200

C 44 | M 36 | Y 36 | K 1

C 21 | M 16 | Y 17 | K 0

HEX 969696

HEX C8C8C8

COLOR SAMPLES 1

COLOR SAMPLES 2

COLOR SAMPLES 3

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Grey samples

SHADES OF GREY

GREY SAMPLES

OTHER COLORS

COLOR SAMPLES 1

COLOR SAMPLES 2

COLOR SAMPLES 3

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Other colors

For PAZ to be a truly future-proof brand, it must be adaptable to different visual trends and color combinations throughout the years. Thus, the brand can use virtually any colors and shades in its materials. Just keep in mind that black and white are the primary colors and should be prioritized as such.

SHADES OF GREY

GREY SAMPLES

OTHER COLORS

COLOR SAMPLES 1

COLOR SAMPLES 2

COLOR SAMPLES 3

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Color samples | Graphics

SHADES OF GREY

GREY SAMPLES

OTHER COLORS

COLOR SAMPLES 1

COLOR SAMPLES 2

COLOR SAMPLES 3

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Color samples | Packages

SHADES OF GREY

GREY SAMPLES

OTHER COLORS

COLOR SAMPLES 1

COLOR SAMPLES 2

COLOR SAMPLES 3

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Color samples | Photos

SHADES OF GREY

GREY SAMPLES

OTHER COLORS

COLOR SAMPLES 1

COLOR SAMPLES 2

COLOR SAMPLES 3

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EST ET EXPEDITA DISTINCTIO. NAM LIBERO TEMPORE, CUM SOLUTA NOBIS EST ELIGENDI OPTIO CUMQUE NIHIL IMPEDIT QUO MINUS ID QUOD MAXIME PLACEAT FACERE POSSIMUS, OMNIS VOLUPTAS ASSUMENDA EST, OMNIS DOLOR

FONT

At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum deleniti atque corrupti quos dolores et quas molestias excepturi sint occaecati cupiditate non provident, similique sunt in culpa qui officia deserunt mollitia animi, id est laborum et dolorum fuga. Et harum quidem rerum facilis est et expedita distinctio. Nam libero tempore, cum soluta nobis est eligendi optio cumque nihil impedit quo minus id quod maxime placeat facere possimus, omnis voluptas assumenda est, omnis dolor repellendus. Temporibus autem quibusdam et aut officiis debitis aut rerum necessitatibus saepe eveniet ut et voluptates repudiandae sint et molestiae non recusandae. Itaque earum rerum hic tenetur a sapiente delectus, ut aut reiciendis voluptatibus maiores alias consequatur aut perferendis doloribus asperiores repellat. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam

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Typographic fonts

PAZ uses a combination of 2 different font families to evoke the brand’s ideas of diversity and contrast. Moreover, the font families were chosen to help present PAZ as a luxurious, high- end brand, while maintaining its urban, contemporary characteristics.

HARUM QUIDEM RERUM FACILIS EST ET EXP TINCTIO. NAM LIBERO TEMPORE, CUM SOLUT ELIGENDI OPTIO CUMQUE NIHIL IMPEDIT QU QUOD MAXIME PLACEAT FACERE POSSIMUS,

At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum de lores et quas molestias excepturi sint occaecati cupiditate non provident, similique sunt in culpa qui id est laborum et dolorum fuga. Et harum quidem rerum facilis est et expedita distinctio. Nam libero

Didot LT Pro

Futura PT

2022

Didot LT Pro

Didot LT Pro Bold