THE NATURE OF DUALITY.
BRAND
STYLE GUIDE
A Boy and His Wolf
1
The Logo
24
Ave Lupo Defined
3
Proper Use
26
Vision
5
Improper Use
30
A Distorted Reality
12
Typography
32
Values
15
Color Palette
38
Imagery
41
AUDIENCE
TOUCHPOINTS
Our People
18
Seasons
44
Audience Profile
19
Capsule Releases
53
Brand Awareness
21
Business System
54
Website
56
Packaging
58
Zine
61
Social Media
62
Video
65
Credits
66
v
BRAND
BRAND
A Boy and His Wolf I was raised in a small town in the woods with a half-wolf, half-dog. She went by the name of Timmy and was the most majestic animal that I had ever encountered. Her domain was the yard and the vast wilderness that surrounded our property. Day and night she would sit outside, vigilantly watching over our family. Throughout my youth, she protected me like a wolf pup of her own. Each time I looked into her eyes, I could feel a strong connection to the Mother and to the Earth. Together, Timmy and I would descend daily into the nearby canyon. Off-leash, she was my protector. She had a wild nature and would wander free from restraint, but she would also curl up next to me underneath the trees to fall asleep. As I grew older, Timmy became a metaphor for something much greater: the duality of a wild animal and a domesticated protector. She showed me that this duality is ubiquitous in nature, and that it can be brought into every aspect of life, so as to foster a humble and holistic existence. My days spent with Timmy created a drive inside of me to create a brand that would reflect these values. This is the story of Ave Lupo. -Tynan Shea Collins Left: Kaya Middle: Tynan Right: Timmy
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BRAND
Ave Lupo Defined The name Ave Lupo is derived from an Italian operation that dealt with the blending of German Shepherds and Carpathian Wolves. Translated from Latin, Ave Lupo means “Hail, wolf.� In 1955, scientists began this process of crossbreeding in the attempt to breed a stronger, faster, and more intelligent animal. By blending the traits of the domesticated shepherds with the instinctive wolves, these scientists succeeded in their attempts. They called the new breed the Czechoslovakian Wolfdog. These wolfdogs represent the core principles of Ave Lupo: the duality of the domestic and the wild, our existence rooted in nature, and the integration of differing cultures into a greater whole.
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BRAND
Vision The idea of Ave Lupo grew from our shared love of underground fashion, design, music, and visual art. We began this project with the intention of creating a platform to communicate and champion the facets of culture throughout the world that inspire us. Within the diverse market of streetwear, we noticed that brands have a tendency to focus on messaging that is cynical, angsty, ambivalent, and sarcastic. While we recognize the appeal of such an approach, Ave Lupo forges a different path. We lead with positivity, yet do not deny the counterpoint. We recognize the darkness, but also see the light in all that exists. Our vision is what guides Ave Lupo. It is what interests us, what we search for, and what we want to share with the world. The fundamental concepts we seek are duality, multiculturalism, and natural beauty.
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BRAND
Duality Duality is present in all aspects of life; there are positives and negatives in everything. Ave Lupo acknowledges both viewpoints and seeks to understand these dualisms rather than ignore them. By understanding these differences, we will gain a clearer perspective on life and a deeper connection to the world around us. 7
BRAND
Multiculturalism Multiculturalism lies at the core of who we are as people. Our intertwining life experiences and cultural differences lead us to a stronger society. This collaborative approach allows us to incorporate new ideas and perspectives, which allows us to be more unified in our existence. Ave Lupo recognizes the beauty within difference. 9
BRAND
Natural Beauty Natural Beauty is devalued in today’s society. There is an emphasis on covering up perceived flaws and presenting ourselves in a light that society deems favorable. Ave Lupo stands for the embrace of our true selves and the unwavering honesty of our inner nature. If we conform to society’s standards, we deny a part of ourselves. We are a piece of the natural world and should embrace who we are in every aspect of our lives. 11
BRAND
A Distorted Reality The fashion industry often runs the risk of flaunting negative ideals. It can often force unrealistic beauty standards, promote social stratification, and distort self-image, which prove very real consequences in contemporary fashion culture. Within this warped climate, the promotion of natural beauty in fashion is a much needed movement. As a lifestyle brand, Ave Lupo subverts the superficial trends of the fashion world and champions ideals that allow individuals to feel confident in their authentic selves. By marrying our vision with our values, our brand messaging forges a new path and provides clarity to an otherwise distorted reality.
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Conscious
C O N S C I O U S
The following values permeate our brand, both in thought and in practice. All messaging and actions undertaken by Ave Lupo shall consider these values and may be paired with the vision of Ave Lupo to create greater depth and impact. Conscious: A state of awareness and recognition of the importance of the mind. Humility: The belief that we are neither more nor less than any other being.
H U M I L I T Y
Optimism: The perspective that the future is to be embraced and that there is value to be discovered in every situation.
O P T I M I S M
Organic: An appreciation of naturally occurring phenomena, not excluding organic occurrences of human interaction.
O R G A N I C S T R E N G T H E X I S T E N C E
BRAND
Values
Strength: A reverence for feats of natural, physical, mental, and spiritual strength; a recognition of the importance of body. Existence: The recognition that matter never ceases to exist, that all things exist in a continuum, and that the middle way allows one to appreciate the extremes of existence without succumbing to delusion. 15
AUDIENCE
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General
Our People The audience and community Ave Lupo hopes to attract are those who share our vision and values. We seek those who want such ideas reflected in the clothes that they wear. We invite those who appreciate the quality of the thought, craft, and material that go into each article of clothing we create. By delivering on our promise to provide apparel of the highest quality, we hope to create a faithful brand collective that supports our growth as a company as we support their growth as humans.
21, Male Single Apartment Sacramento, CA
AUDIENCE
Audience Profile #1
Occupation
Student, Barista Design Major Undergraduate, CSUS Brand Loyalty
Converse Levi’s BMW Interests
Photography Concerts Reading Creating art
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Age
25, Female Significant Other Rental Sacramento, CA Occupation
Writer Editor Brand Loyalty
Everlane Olive Zara Birkenstock Interests
Traveling Writing Reading Friends
Brand Awareness
AUDIENCE
Audience Profile #2
ATTENTION STAGE: This is the stage in which a potential consumer first becomes aware of our brand. This can happen when someone is exposed to our Instagram for the first time, when they see a sticker placed on a guitar case or street sign, or when they encounter someone wearing Ave Lupo apparel. INTEREST STAGE: This is the stage in which a potential customer researches further into a particular product that they have seen someone wearing or have encountered on social media. This leads to the customer entering the website and potentially learning about the background of the brand. This stage may not actually result in a purchase. DESIRE STAGE: This is the stage in which a potential customer is considering purchasing from the brand. Because Ave Lupo has seasonal releases, this may mean that a particular item is no longer in stock. This exclusivity can work to either bolster a customer’s interest in the brand or end it. 21
STYLE GUIDE
STYLE GUIDE
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Our belief is that duality exists at the core of all things, so we created a system of wordmarks and symbols that directly portray this belief. The light and dark represent the positive and negative forces of existence. The clear divide within the logotype splits either half of Ave Lupo into equal, harmonious parts. One half cannot exist without the other. When combined, these contrasting forms come together to create a greater whole. The circle is an organic shape that flows from one half of the mark into the other and contrasts with the rigidity of the rectangle. The interlocking forms provide a calming presence that evoke the “middle way�. The simplicity of geometric forms throughout this system allow the marks to be applied effectively in most contexts.
STYLE GUIDE
The Logo
Primary Wordmark
Symbol Vertical
Combination Mark
Symbol Horizontal
Square Wordmark
Type Only
Stacked Type
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STYLE GUIDE
.375”
Proper Use Proper use of the logo and marks is imperative when communicating the values and identity of Ave Lupo. A minimum clear space is used to ensure that the logo is not fighting with design elements, text or other marks. The minimum size is used to ensure that objects or designs clearly belong to the Ave Lupo brand. By diminishing the logo below these minimum standards there is a chance for legibility issues or lack of brand recognition.
Clear Space Requirements Primary Wordmark
N
.625”
.375”
1.5”
N x 0.5
N x 0.5
Symbol Vertical
Combination Mark
Symbol Horizontal
N
.625”
.625”
.25”
N x 0.5
N x 0.5
Square Wordmark
Type Only
Stacked Type
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Negative
STYLE GUIDE
Positive
All Ave Lupo marks can be flipped into their negative state, where black becomes white and light becomes dark. This reinforces our recognition that the dark is of no less value than the light, and that both forces exist on the same continuum.
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STYLE GUIDE
On top of imagery
Improper Use Here are a number of examples that demonstrate improper ways to use the Ave Lupo logo. The main focus is to uphold the brand’s unique identity and standards. We do not allow non-brand colors, distortion, drop shadows or any design issue that would lower the quality of the logo and reflect negatively on the brand. The logo or mark may be used on top of photography, but must remain clearly visible, with enough contrast to easily distinguish the mark from the photograph. When using the negative mark (with the white or light color on a dark background), the positive mark cannot simply be inverted, as the radiation effect will optically distort the size of the lettering. To remedy this, we have created a an optically adjusted negative mark for use in situations where the mark must be light in color.
Pixelated
Drop Shadow
Outlines
Improper
On top of non-brand colors
Proper
Orientation
Non Brand Colors
Stretched
Improper
Primary
Primary
Proper
Secondary
Secondary
Compressed
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STYLE GUIDE
Primary
Typefaces Berthold Akzidenz-Grotesk
Courier
Berthold Akzidenz-Grotesk is the primary typeface of Ave Lupo. With a variety of weights, as well as condensed and extended families, Akzidenz-Grotesk has the versatility to single-handedly create a dynamic typographic hierarchy within a design. Akzidenz-Grotesk comprises the text of the Ave Lupo wordmark, and is predominantly used for main headers and subheads.
Courier is the primary font for body copy, secondary type, and other utilitarian uses. As a beautifully designed monospace typeface, Courier is easily read and offers a strong contrast to Akzidenz-Grotesk.
Ave Lupo
Secondary
The Nature of Duality.
Bookman Oldstyle
Cinzel Decorative
Bookman Oldstyle is the secondary face used to extend our communicative voice. It can extend into a playful or nostalgic tone. It also stands as the primary typeface for our brand slogan, “The Nature of Duality”.
Cinzel Decorative is a secondary display font used on very rare occasions. This face is primarily reserved for specialty releases of packaging for products that need to evoke an elegant, vintage aesthetic.
Example of Ave Lupo’s secondary typefaces on a promotional poster. Cinzel Decorative is used for the “Ave Lupo” heading, while Bookman Oldstyle is used for the tagline.
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Berthold Akzidenz Grotesk Foundry: H. Berthold AG Date released: 1898
Category: Sans-serif Classification: Grotesque
CONSCIOUS AKZIDENZ GROTESK LIGHT
Like most sans-serifs, Akzidenz-Grotesk is ‘monoline’ in structure, with all strokes of the letter of similar width. This gives a sense of simplicity and an absence of the adornment and flourishes seen in many more decorative sans-serifs of the late nineteenth century influenced by the Art Nouveau style. (8pt)
HUMILITY
AKZIDENZ GROTESK REGULAR
OPTIMISM AKZIDENZ GROTESK MEDIUM
ORGANIC AKZIDENZ GROTESK BOLD
Modern type designer Martin Majoor has described the general design of Akzidenz-Grotesk and its ancestors as similar in letterforms to the Didone serif fonts that were standard printing types in the nineteenth century, such as Didot, Walbaum, and their followers. This is most visible in the quite folded-up apertures of letters such as ‘a’ and ‘c’. The capitals of Akzidenz-Grotesk are wide and relatively uniform in width. (10pt)
ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmno pqrstuvwxyz 1234567890% ! @ # $ % ^ & * ( )_+{}”:?
Aa
Akzidenz-Grotesk’s capital letters are wide and relatively uniform in width. The ‘g’ of Akzidenz-Grotesk is a ‘single-storey’ design, like in many other German sans-serifs, but unlike the double-storey ‘g’ found in most serif faces and in many of the earliest sans-serifs that had a lower-case. Walter Tracy describes this as a common feature in German sans-serifs of the period and was influenced by the tradition of blackletter, which uses a single-story ‘g’ in upright composition.
STYLE GUIDE
Akzidenz-Grotesk: beauty in simplicity.
(12pt)
The Czechoslovakian Wolfdog is a relatively new dog breed that traces its original lineage to (14pt)
The Czechloslovakian Wolfdog is a relatively new dog breed that traces its original (16pt)
STRENGTH AKZIDENZ GROTESK EXTRA BOLD
EXISTENCE AKZIDENZ GROTESK SUPER
The Czechloslovakian Wolfdog is a relatively new dog breed that traces its (18pt)
The Czechloslovakian Wolfdog is a relatively new dog breed that traces (20pt)
The Czechloslovakian Wolfdog is a relatively new dog breed that (22pt)
The Czechloslovakian Wolfdog is a relatively new dog breed (24pt)
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Courier Date released: 1955
Courier: timeless and nostalgic.
CONSCIOUS Courier Regular
Courier is a monospaced slab-serif typeface designed to resemble the output from a strike-on typewriter. The typeface was designed by Howard “Bud” Kettler in 1955, and it was later redrawn by Adrian Frutiger for the IBM Selectric Composer series of electric typewriters. (8pt)
HUMILITY Courier Oblique
OPTIMISM Courier Bold
As a monospaced font, in the 1990s, it found renewed use in the electronic world in situations where columns of characters must be consistently aligned. It has become an industry standard for all screenplays to be written in 12-point Courier. (10pt)
ORGANIC Courier Bold Oblique
Category: Monospaced Classification: Slab-Serif
ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmno pqrstuvwxyz 1234567890% ! @ # $ % ^ & * ( )_+{}”:?
Aa
Courier New was also the U.S. State Department’s standard typeface until January 2004, when it was replaced with 14pt Times New Roman. Reasons for the change included the desire for an updated “modern” and ‘legible’ font. Kettler was once quoted about how the name was chosen. Kettler said, “A letter can be just an ordinary messenger, or it can be the courier, which radiates dignity, prestige, and stability.”
STYLE GUIDE
Designer: Howard Kettler Adrian Frutiger
(12pt)
The Czechoslovakian Wolfdog is a relatively new dog breed that traces its (14pt)
The Czechloslovakian Wolfdog is a relatively new dog breed that (16pt)
The (18pt)
Czechloslovakian Wolfdog is a relatively new dog
The Czechloslovakian Wolfdog is a relatively new (20pt)
The Czechloslovakian Wolfdog is a relatively (22pt)
The Czechloslovakian Wolfdog is a relatively (24pt)
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The Ave Lupo primary palette is comprised of three distinct colors. The main color is a shade of red that serves as the connecting source of all living things. Blood serves as the metaphor for the life force that is contained within all living things. The walls of prejudice, judgment and skepticism that can arise when interacting with someone or something different than oneself are more easily shed when one understands that everything is connected by this force. This red is used in all of our Ave Lupo’s touchpoints as a unifying element. The supporting colors are all rooted in nature, whether it be in the palette of duality or the secondary palette in which the colors represent water and earth. No matter the case, every aspect of our palette is grounded and connected to the natural beauty of our world.
PRIMARY
SECONDARY Alabastrum PANTONE: P 8-9 U CMYK: 7, 7,13, 0 RGB: 235, 228, 216 HEX: #EAE4D8
Ave Lupo Red PANTONE: 85U CMYK: 0, 82, 66, 0 RGB: 241, 86, 83 HEX: #F15653
Coral PANTONE: 163 U4 CMYK: 0, 49, 51, 0 RGB: 247, 152, 120 HEX: #F79878
DUALITY
PRIMARY EXTENDED
Dark Cornflower PANTONE: 2746 U CMYK: 77, 71, 0, 0 RGB: 84, 92, 169 HEX: #545CA9
Alabastrum PANTONE: P 8-9 U CMYK: 7, 7,13, 0 RGB: 235, 228, 216 HEX: #EAE4D8
Alabastrum PANTONE: P 8-9 U CMYK: 7, 7,13, 0 RGB: 235, 228, 216 HEX: #EAE4D8
Feldgrau PANTONE: 177-15 U CMYK: 71, 50, 74, 48 RGB: 57, 71, 54 HEX: #394736
Ave Lupo Red PANTONE: 85U CMYK: 0, 82, 66, 0 RGB: 241, 86, 83 HEX: #F15653
Ave Lupo Red PANTONE: 85U CMYK: 0, 82, 66, 0 RGB: 241, 86, 83 HEX: #F15653
Bistre PANTONE: P Black U CMYK: 71, 65, 64, 68 RGB: 40, 40, 40 HEX: #282828
Coral PANTONE: 163 U4 CMYK: 0, 49, 51, 0 RGB: 247, 152, 120 HEX: #F79878
STYLE GUIDE
Color Palette
Cordovan PANTONE: P 50-14 U CMYK: 31, 81, 73, 27 RGB: 141, 63, 60 HEX: #8D3F3C
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Full Color Full Color Duality + Strength
Full Color Multicultural + Existential
Full Color Natural Beauty + Organic
Imagery for promotion of the Ave Lupo brand shall attempt to illustrate, either directly or abstractly, the vision and values of Ave Lupo. Duality, natural beauty, and/or multiculturalism should be the primary messaging, while any combination of consciousness, humility, optimism, organic, strength, and existentialism may exist in secondary messaging.
STYLE GUIDE
Imagery
Duotone
Duotone Duality + Strength
Duotone Multicultural + Existential
Duotone Natural Beauty + Organic
Duotones can be used to apply the Ave Lupo colors to photography. By utilizing a black ink and one of Ave Lupo’s brand colors, duotones can impart brand consistency to any and all promotional imagery.
Halftone Halftones should be used in conjunction with brand color duotones. Halftones are generally used to impart a grittier, DIY style to imagery. The zines created for Ave Lupo capsule releases utilize halftone imagery.
41 Halftone Duality + Strength
Halftone Multicultural + Existential
Halftone Natural Beauty + Organic
TOUCHPOINTS
TOUCHPOINTS
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TOUCHPOINTS
Seasons There will be a new line of clothing released twice per year: Spring/Summer and Fall/Winter. Each release will introduce a new palette along with a new set of graphics covering Ave Lupo’s full spectrum of garments. Each season will have a new conceptual approach related to the core values of the brand. A new photoshoot will be required with each seasonal release.
Ex: Spring, 2018 45
TOUCHPOINTS
47
TOUCHPOINTS
49
TOUCHPOINTS
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TOUCHPOINTS
Eschscholzia californica
Desolation Wilderness
Capsule Releases Along with the seasonal releases, Ave Lupo will launch capsule releases that will focus on a specific subject matter. The example shown here is the first capsule release titled: California. This was chosen as the company’s first capsule release, as California is the origin of the company as well as a perfect representative of the multiculturalism fundamental to Ave Lupo’s values.
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Date: May 16th, 2018 Customer: Will Smith Order Number: 0001 Shipping Method: Free Shipping USPS 3-Day Ground Delivery
Email: wsmith@gmail.com
Payment Method: Direct Bank Transfer
2531 I Street, Sacramento, CA 95825
INVOICE
DEAR NEW YORK MAGAZINE
PRODUCT New York Media 75 Varick Street New York, NY 10013
Dear New York Magazine, we appreciate the oppurtunity to be featured in your Spring 2018 issue as the best upcoming brand. All of the prodcuts and models will be ready for the feature in 2-3 weeks. The current line-up is based off of our core values as a brand with a specific emphasis on the beauty of nature. As it is our first capsule release we as a company felt that no better place to put emphasis other than the origin of the company itself. We look forward to working with you on a collaborative article.
PRICE
QUANTITY
LINE TOTAL
CA Poppy (Cement)
$60.00
2
$60.00
Logo T-Shirt (Cerulean)
$25.00
1
$85.00
Logo T-Shirt (Coral)
$25.00
1
$110.00
Desolation Wilderness (Olive Drab)
$30.00
1
$140.00
Logo Hoodie (White)
$50.00
1
$190.00
Subtotal
$190.00
Discount
$0.00
SINCERELY
Tax
TYNAN COLLINS
Shipping
CEO/Creative
TOTAL
TOUCHPOINTS
Business System
8.3% $0.00 $205.77
916-570-5334 avelupo.com @ave_lupo
THANK YOU Contact: avelupo@gmail.com Address: 1108 R St, Sacramento, CA 95811 Account Number: 1562224150 Routing Number: 123342582
TYNAN COLLINS CEO/Creative
ROBERT LANDSBURG 2531 I ST. APT #1 SACRAMENTO, CA 95816
916-570-5334 avelupo.com @ave_lupo
THE NATURE OF DUALITY.
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TOUCHPOINTS
Responsive website + online store 57
Athletic bag
TOUCHPOINTS
Ave Lupo packaging 59
Ave Lupo custom incense packaging
TOUCHPOINTS
Zine for California capsule release with vellum overlays
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Ave Lupo approaches social media in a purely semiotic and patterned narrative. This means that there will be a stream of undercoded and overcoded imagery that relates to one of the core brand values, either abstractly or directly. Once a pattern is established, it will be interrupted by a post that is either creatively coded or completely random so as to garner attention. We will tread a fine line of giving minimal information to build mystery and anticipation for our products, and still giving enough information so the audience does not lose interest in trying to decipher the message or understand the product or brand value.
TOUCHPOINTS
Social Media
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Our initial video campaign utilizes short clips of archival, scientific, and found footage paired with the music of lesser-known artists to evoke the aesthetic of the brand. These simple, abstract clips impart a sense of mystery, wonder, nostalgia, and allure that can capture the interest of a potential customer and strengthen the confidence of a brand loyalist.
TOUCHPOINTS
Video
Culture permeates the content of our video campaigns, which help establish a brand aesthetic that exists in tandem with Ave Lupo apparel. These videos are short enough to be digestible via social media, where they are primarily featured, yet retain the visual impact necessary to create a lasting impression on the viewer.
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Credits
Credits Ave Lupo Jordan Boas Tynan Shea Collins Robbie Landsburg Copyediting Kacie McGeary Models Jack Fish Haley Formo Ryan Hardy Quentine Lambert Kacie McGeary Austen Piziali Additional Photography Justin Nunnink Special Thanks Andrea Boas
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