Brand Manual - Pickletink by Sampda Mago

BRAND MANUAL

PICKLETINK boxed guests bust stress

CONTENTS 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14.

What is Pickletink?..........................7 Rationale ..........................................8 Segment and Target Audience ......9 Product ............................................10 Price .................................................10 Place .................................................11 Promotion .......................................11 Brand prism ....................................12 Competitors ....................................13 Pictorial logo ...................................14 Logotype ..........................................15 Mood board .....................................16 Brand attributes ..............................17 Minimum size .................................18

CONTENTS 15. 16. 17. 18. 19. 20. 21. 22. 23. 24.

Clearance space .................................19 Primary colours .................................20 Secondary colours .............................21 Typefaces (web)..................................22 Typefaces (print).................................23 Misuse of logo ..................................24 Black and white vs colour usage .....26 Brand Application .............................28 Referencing ........................................32 Reflection of Module .......................34

WHAT IS PICKLETINK? PICKLETINK is a women’s monthly subscription box company focused on lightening up and letting go. Our strategy involves a fresh new take on subscription boxes, which are a relatively new concept in India, by personalising each box paying heed to the subscribers’ likes, dislikes, interests and medical conditions ultimately forming a close yet discrete bond with those who subscribe. Every month we send out a box of assorted stress relieving goodies and treats to help you detox mentally. Our USP is that no two boxes are ever the same. Our name Pickletink is derived from a wordplay on the idiom ‘tickled pink’ which means being delighted. It is our core brand value to not take oneself very seriously or be too hard on oneself, which is fairly common amongst women from all walks of life in this day and age. Both our name and our tagline ‘Boxed guests bust stress’ are tongue twisters which represent the young, silly and carefree brand image.

RATIONALE Life is stressful. With so many competing demands for our time and energy, there’s little left over for us. We come last. Our needs are side-lined, our wants are ignored: we’re too busy to look after ourselves. But when our wellbeing becomes an afterthought, it deteriorates our health. We feel frazzled, wrung out, and disconnected. And eventually, we crash. Pickletink is a subscription box with substance, designed to counter the pressures we face in modern life. Packed full of thoughtful, mood-lifting treats, Pickletink comforts, delights and gives you that warm, ‘I’ve been cared for’ feeling inside. Each box is encouraging because it inspires you to take time out for self-care, which is essential for maintaining wellbeing and balance. It also introduces you to new products, pastimes and experiences that may be enriching for you.

SEGMENT AND TARGET AUDIENCE The Pickletink box is created for females all across India who can benefit from a monthly boost, a pick-me up, or a big dollop of self-care. It doesn’t matter what they do for a living and it doesn’t even matter if they aren’t old enough to make a living. We serve all ages from 5 or 80, give or take a little. You can buy the Pickletink as a gift for a loved one, or as a gift for yourself. You can even gift a box to a stranger as a random act of kindness. All our boxes are personalised according to the details you fill in on the online subscription form which you can edit at any point throughout the year. The form covers areas such as age, profession, likes, dislikes, allergies and illnesses. This not only helps us refrain from sending certain things, but tells us a lot about your personality faciliating a more personalised box. This makes us a brand for all women. The only aspect we aren’t too flexible with is the economic factor. Our production and mailing costs don’t allow us to be accessible to all. In this area, we target middle to upper income segment only.

PRODUCT Pickletink is as much of a product as a service. Although we ‘sell’ a monthly assortment of objects, it is our personalised aspect that makes us a service as well. All our subscribers are cared for individually and it’s only the tangible manifestation of our brand values that classify us as a product. Each box measures 8”x10” and contains 7 objects on an average. Usually in subscription boxes, customers end up getting things that they don’t require or appreciate, but our highly specific subscription form solves that problem and you always find what you’re looking for in your Pickletink box.

PRICE Each of our boxes contains goodies worth 400 INR approximately, which makes a year worth of boxes cost 4800. We have priced a year long subscription at 4900 INR. However, you can also purchase a six month subscription at 2500. Being a new company, we also offer a trial box or a single box at 550 INR as a limited offer only valid for the first six months following our commencement.

PLACE Pickletink operates out of Delhi and ships all across India, including isolated areas away from cities. Customer convenience is essential to us so we deliver your box right at your doorstep. All boxes are dispatched on the 1st of every month. They reach bigger cities such as Bangalore, Mumbai, Kolkata, and Chennai first and are taken forward to the destination from there. Therefore, shipping may take longer in some cities but it never exceeds 15 days.

PROMOTION In this technologically driven world, the closest we can get to our potential subscribers is online. Our USP is that no two boxes are ever the same. Therefore, to give you a personlized experience, we promote on social media platforms such as Instagram, Facebook and Twitter and simultaneously keep our personal website updated. To help build peopleâ&#x20AC;&#x2122;s trust in Pickletink, we have subscribers share their boxes on their social media which also helps facilitate promotion through word of mouth. Our focus while promoting is solely on the visual aspect of it.

BRAND PRISM PHYSIQUE happy, pickle, jar, kidney, baby

RELATIONSHIP friend, counselor, healer, confidante

REFLECTION A modern Indian woman who has no time for herself or maintaining relationships.

PERSONALITY easy-going, fun, young, carefree

CULTURE helpful, supportive, stressbusting, tranquil

SELF IMAGE female, busy, modern, stressed, lonely

COMPETITORS At the moment, there are no Indian subscription boxes for stress relief and self care. Fashion, makeup and skincare is a rather common subject for a lot of these companies. On the other hand, Pickletink focuses primarily on well being, happiness and stress relief. The closest competitor we have in the Indian market is Being Juliet, which offers women a feel good box that includes various period essentials for that time of the month. Being Juliet loosely targets the same audience as Pickletink and also focuses on well being. However, a single Being Juliet box is priced at 3300 INR for 6 months in comparison to our price of 2500 INR for the same duration. They only provide period essentials and occasionally feel-good products, whereas we look at the larger picture.

PICTORIAL LOGO

We believe our brand mark should be a recognizable image, so the Pickletink logo is the most important element of our visual identity. It is a mascot based pictorial logo. It communicates our aim of preserving happiness through the pickle and the jar. The logo promises that our brand filters the negativity out of your system, just like the kidney it resembles. It can also be perceived as a baby in a womb because we will nurture you the same way with our service, enabling a personal connection, keeping your best interests in mind. We chose green to represent the brand because it is the easiest colour on the eye, which also reflects our brand image.

LOGOTYPE

PICKLETINK boxed guests bust stress

Since our brand is relatively new, the logotype is necessary to establish our name. Hence, this logotype is to be used once to introduce the brand to the audience, and followed up with the pictorial logo in all other instances after the introduction. The secondary logo is for... 1. 2. 3.

Introducing the company in any communication from the brand When there isnâ&#x20AC;&#x2122;t enough space vertically to place the primary logo If the primary logo isnâ&#x20AC;&#x2122;t legible

MOOD BOARD & BRAND ATTRIBUTES Comfortable

Easy-going

Tranquil

Helping

Healing

Friendly

MINIMUM SIZE

1.8cm

The optimal logo size is determined for individual media, depending on the area of application and printing method. However the logo can only be reduced to a size that enables legibility. We have set a minimum size of 1.2 x 1.8 cm for the primary logo and 4.5 x 1 cm for the logotype.

1.2cm

PICKLETINK boxed guests bust stress 4.5cm

1cm

CLEARANCE SPACE 3x

We have given the logo a clearance space, which is represented by “x” as a unit of measure. This space must not get compromised by other elements.

3.2x

PICKLE TINK

1.5x

boxed guests bust stress

x 11x

CMYK: 29,0,60,37 RGB: 114,161,65 HEX: #72a141

CMYK: 14,0,27,83 RGB: 68,75,63 HEX: #434a3e

PRIMARY COLOURS

CMYK: 14,0,27,83 RGB: 68,75,63 HEX: #434a3e

CMYK: 0,0,16,45 RGB: 159,158,141 HEX: #9e9e8d

CMYK: 3,0,41,9 RGB: 225,232,136 HEX: #e1e888

CMYK: 2,0,4,2 RGB: 246,250,241 HEX: #f6faf1

SECONDARY COLOURS

TYPEFACE (WEB) WEB HEAD

CENTURY GOTHIC ABCDEFGHIJKLMNOPQRSTUVWQYZ abcdefghijklmnopqrstuvwxyz 0123456789 .,?”!’:;() {} []/\%$#@*&

WEB BODY PT SERIF

ABCDEFGHIJKLMNOPQRSTUVWQYZ abcdefghijklmnopqrstuvwxyz 0123456789 .,?”!’:;() {} []/\%$#@*&

TYPEFACE (PRINT) PRINT HEAD FUTURA

ABCDEFGHIJKLMNOPQRSTUVWQYZ abcdefghijklmnopqrstuvwxyz 0123456789 .,?”!’:;() {} []/\%$#@*&

PRINT BODY GARAMOND

ABCDEFGHIJKLMNOPQRSTUVWQYZ abcdefghijklmnopqrstuvwxyz 0123456789 .,?”!’:;() {} []/\%$#@*&

MISUSE OF LOGO Please do notâ&#x20AC;Ś 1. 2. 3. 4. 5. 6. 7. 8. 9.

Use the primary logo horizontally Use the logotype vertically Stretch the primary and secondary logos Condense the primary and secondary logos Replace the logo font Remove any elements of the logo Change the colour of the logo Use the greyscale image of the logo instead of the line drawing specified as our black and white version. Use the logo on backgrounds colours other than the ones specified in the palettes

boxed guests bust stress

PICKLETINK

PICKLE TINK 9

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PICKLETINK

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7 5

PICKLETINK

boxed guests bust stress

PICKLETINK boxed guests bust stress

BLACK AND WHITE VS. COLOUR USAGE 1.

Green logotypeThe coloured version is preferred on all digital platforms as well as visiting cards and membership cards. The brand should always be introduced with this logotype to establish the name in the audienceâ&#x20AC;&#x2122;s minds and then followed up with the Pictorial logo for further use in the same case.

Green pictorialMust be used with the green background on all digital and coloured print media, once the brand name has been introduced and registered in the audienceâ&#x20AC;&#x2122;s mind through the logotype.

BW logotypeMust be used as a substitute for its coloured version when the area of application is black and white as well. This is preferred on letterheads and print documents such as forms and receipts just like the first black and white option.

BW pictorialMust be used as a substitute for its coloured counterpart when the area of application is black and white.

PICKLETINK boxed guests bust stress

BRAND APPLICATION

1. Letterhead 2. Envelope 3. Visiting Card 4. Candles 5. Succulent Plants

REFERENCING issuu. 2017. Brand Guidelines - Don’t Use Me! by Fellipe Barros - issuu. [ONLINE] Available at: https://issuu.com/fellipecruz/docs/brand_guidelines_ mp. [Accessed 01 April 2017]. issuu. 2017. Barnes & Noble Brand Guide by Carolina Pistone - issuu. [ONLINE] Available at: https://issuu.com/carol_pistone/docs/barnes___noble_issuu. [Accessed 01 April 2017]. Contributor. 2017. 10 Best Subscription Boxes in India: Beauty, Fashion, Lifestyle, Men, Kids. [ONLINE] Available at: http://vanitynoapologies.com/10-bestsubscription-boxes-in-india-beauty-fashion-lifestyle-men-kids/. [Accessed 03 April 2017]. Pinterest. 2017. 17 Best images about Patterns Eatingpatterns | Instagram, Patterns and Cactus. [ONLINE] Available at: https://in.pinterest.com/ pin/356910339205739970/. [Accessed 03 April 2017]. Pinterest. 2017. 5 Photos for the Color-Obsessed | Gardens, Nature and Green leaves. [ONLINE] Available at: https://in.pinterest.com/ pin/508554982898342927/. [Accessed 03 April 2017]. Pinterest. 2017. Relooking déco : 17 idées au top pour 2017 | Gardens, Summer and Window. [ONLINE] Available at: https://in.pinterest.com/ pin/404198135293272444/. [Accessed 05 April 2017].

Pinterest. 2017. “There is no other organ quite like the uterus. If men had such an organ they would brag about it. So should we. - Ina May Gaskin Image: womb | bea… | Pinteres…. [ONLINE] Available at: https://in.pinterest.com/ pin/95560823319551591/. [Accessed 05 April 2017]. Pinterest. 2017. Yemaya’s womb if you know the photographer... - Mandala Journey - Birth Art Mandalas by Amy Haderer | Home birth | Pinterest | Posts, The o’jays and Photos. [ONLINE] Available at: https://in.pinterest.com/ pin/299207968977185575/. [Accessed 05 April 2017]. Pinterest. 2017. Human Organs Formed with Wild Plant Arrangements | Pictures of, Look at and Plants. [ONLINE] Available at: https://in.pinterest.com/ pin/24418022953181119/. [Accessed 05 April 2017]. Pinterest. 2017. Kidney Watercolor Print - Anatomical Kidney Art - Nephrology Art | Watercolor print, The o’jays and Watercolors. [ONLINE] Available at: https://in.pinterest.com/pin/402087072965694876/. [Accessed 05 April 2017]. Pinterest. 2017. Comment faire des marinades épicées - Art Print - illustré recette | Healthy Eating | Pinterest | Jars, Artworks and Kitchens. [ONLINE] Available at: https://in.pinterest.com/pin/54113633003001396/. [Accessed 05 April 2017]. Pinterest. 2017. Crave This - Lucy Knisley illustration : Some Pickle Types | Tattoo ideas | Pinterest | Love, Food illustrations and Illustrations. [ONLINE] Available at: https://in.pinterest.com/pin/472315079656581756/. [Accessed 05 April 2017].

REFLECTION The marketing and branding module helped me become more aware about the subject and its omnipresence. I realised how every tiny detail is significant, and can make or break a brand. The module also exposed me to an array of successful and unsuccessful brands to learn from. This in combination with the research module really helped me build and reinforce my target market, and eventually, my brand image. Earlier assignments and presentations done during the module benefitted a great deal to establish a certain way of thinking and the journey from the first step onwards. A proper understanding of the marketing mix and brand prism also proved to be extremely useful.

Sampda Mago | UGCD L1 | Sec B | 2015-2019