01 who are we?
SLEM is an international education and innovation institute for footwear, based in The Netherlands, China and Italy. We work with brands around the world, actively empowering them to improve their business on all levels,
CEEN
brand dna bible by SLEM and DHD London
02 who are we?
Nicoline van Enter, creative director of SLEM, is a world-renowned footwear forecaster and consultant. She has consulted for leading brands such as Timberland, K-Swiss, CAT and Birkenstock and has provided trend information to a wide variety of other companies, including Fornarina, Sacha Shoes, ART, Neosens, Diesel, Vans, Skechers, Converse, Reebok and Dansko.
CEEN
brand dna bible by SLEM and DHD London
She lectures at trade shows around the world and is a visiting professor for the Hong Kong Polytechnic University, Polimoda in Florence, Italy and the Guangzhou Panyu Polutechnic in China, to name but a few.
Originally from Taiwan, David Hsieh has extensive experience in all kinds of footwear design, but mainly specializes in the casual and outdoor market, having worked in Europe for more than 20 years for major brands such as Clarks, Adidas and Benetton. Besides managing SLEM China he also owns DHD London, a well-known design agency in Dongguan, working for many leading Chinese companies and designing his own footwear line, for which he recently opened various concept stores in China.
03 CEEN
internal analysis
Each DNA project follows certain steps, so we can ensure the best end result. First we start with analyzing the situation of the company concerned, by looking at all aspects of their business.
Step 1: internal analysys
CEEN
brand dna bible by SLEM and DHD London
04 CEEN
internal analysis
After meeting with the company and studying their history, products and website, we came to the following conclusions:
INTERNAL ANALYSIS CEEN
CEEN内部分析
STRONG POINTS: - CEEN started only a few years ago and is a growing succesful brand - They have a clear style in their collection, especially the mocassin-stitched looks - They use the advantages of the internet to create sales without very high investments - They have started to open their own stores in tier 2 cities - They have a smart brand story
POINTS FOR IMPROVEMENT: - The execution of the brand story could be better to make it also acceptable for the European audience, should CEEN dedice to export in the future - The website and promotion material do not show a coherent atmosphere - The branding could be more appropriate and make the shoes look more premium
CEEN
brand dna bible by SLEM and DHD London
05 CEEN
internal analysis
The main problem at the start of the project is improving CEEN’s image. The competition on the market is very strong and CEEN needs to find a positive way to stand out. Many brands on the market have similar shoes and most of them do not design collections themselves. Improving the collection will also be important, but the first goal will be to create a better presentation, with better branding.
The CEEN website does not give a coherent image for the CEEN customer. CEEN uses a variety of stock photos that show too many different types of consumers. Some of these do not match with the brand story that is portrayed on the site. The various styles of photography and typography do not create a clear atmosphere either.
CEEN
brand dna bible by SLEM and DHD London
06 CEEN
internal analysis
CEEN orders its shoes on the website based upon sales, yet this also does not help the brand image. Various styles are mixed up, from dressed to casual, and not clearly segmented, like professional brands do to attract more customers.
This screenshot of the website shows how various kinds of shoes are mixed up.
CEEN
brand dna bible by SLEM and DHD London
07 CEEN
internal analysis
CEEN has created a brand story on the website and as such this is good, but it could be visualized better and more accurately. The Chinese customer might not notice that this is Photoshopped, but the European customer certainly will. Should CEEN want to do more export in the future, this aspect should be improved.
Even though the images used on the website to show the history of CEEN are cleverly made, we advise against them. since the current logo and letters are way too modern to have been from this time.
CEEN
brand dna bible by SLEM and DHD London
08 CEEN
internal analysis
CEEN has a professional logo, but the main issue is that it does not match with the brand story.
There basically is an ‘anachronism’: CEEN’s logo is inspired by digital letters, but its brand history talks about the time before the industrial revolution.
CEEN
brand dna bible by SLEM and DHD London
09 CEEN
internal analysis
Studying typography from the time when CEEN started could help create a more authentic look.
The typography that would need to be used for CEEN should be much more in the direction of these two images, on the left an image from the late 19th century and on the right from the thirties.
CEEN
brand dna bible by SLEM and DHD London
10CEEN
external analysis
After analyzing the company, we analyze the market that the company works in, both today and in the future.
Step 2: EXternal analysys
CEEN
brand dna bible by SLEM and DHD London
11CEEN
external analysis
We did our own market research for China’s domestic footwear market and also purchased several reports from renowned agencies. The results were clear and concise:
DOMESTIC FOOTWEAR MARKET ANALYSIS CEEN We analyzed several market reports about the domestic footwear market, and the main conclusions are: Men’s footwear make up 37% of the Chinese market and it is growing in value with a steady 11% per year. Middle-income population is the target consumer group of the mid-premium footwear segment, which has demonstrated a strong 13% retail sales CAGR between 2010 and 2014 vs 10% for the low-end, 12.1% for the middle, and 17.4% for the luxury segments. Across the board there is a need for more premium product, especially among middle class and upper middle class consumers. The internet is the fastes growing sales channel and is expected to keep growing.
CEEN
brand dna bible by SLEM and DHD London
12CEEN
external analysis
The international analysis shows conclusions from our ongoing research into the international footwear market.
INTERNATIONAL FOOTWEAR MARKET ANALYSIS CEEN We analyzed several market reports about the international footwear market, and the main conclusions are: The price of raw materials is rising, which pushes retail prices up and margins down. This situation will only get worse. China is still by far the largest producer of footwear, but the very low price production is moving to other countries. This also improves the image of China, and we now find European consumers interested in Chinese brands, because they think these are cool and exotic. At the same time the fast growing Chinese domestic market is a magnet for foreign brands. After the luxury brands, we now find the mid premium brands targeting the China market. With the internet it has become easier for western consumers to buy from Chinese brands, yet many of them do not use this opportunity, except for cheap copies.
CEEN
brand dna bible by SLEM and DHD London
13CEEN
swot analysis
The SWOT analysis combines the internal and external analysis. It shows why this DNA project is necessary for CEEN. The company has many strengths and the market shows lots of opportunities, but in order to take advantage of these, CEEN needs a much stronger branding in all aspects of the company. This DNA project is a first step towards that.
STRENGTHS 优势
WEAKNESSES 劣势
Fast growing, ambitious young brand 增长快速，品牌本身充满野心
Presentation of the brand is incoherent 品牌呈现的不连贯性
Professional creative and commercial team for E-business 专业的網路创意和商业运营团队
Brand story can be stronger 品牌故事需要更突出
Clear style in footwear 清楚的鞋类识别款
Not much knowledge of the international market 国际市场认知的不足
Good fashion sense for the Chinese market 对中国市场时尚的良好觉悟
Not very well known outside of China 在中国以外知名度不够
Proximity to manufacturers, so able to quickly respond to the market 与制造工厂临近，可以对市场做出快速的反映
Investor is not from the fashion business background 投资者并不是来自时尚产业的背景
Backed up by an investor 投资者的支持
No large physical retail presence in China 在中国没有很多的实体零售店
Has already built up an online audience 已经在网路拥有一定的忠实消费者
No strong Design & Development team 沒有專業的自主研發團隊
OPPORTUNITIES 机遇
THREATS 风险
Rising income of the entire Chinese population, especially in rural areas 中国人均收入的增长很大，特别是农村地区
Chinese men are fairly conservative, which slows the value growth of the men’s footwear market 中国男性比较保守，这使得男鞋市场价值增加的速度放缓
Growing interest in premium product among the middle class 中产阶级对优质产品的需求越来越大 Growing popularity of business casual style among all male consumer groups 男性消费者的商务休闲产品需求增长 Growing urbanisation, especially to lower tier cities 城市化增长快速，特别是一些二三线城市 Internet connectivity is increasing 网路连接范围的持续扩大 Fast growth of footwear sales on the internet 鞋类网上销售的快速增长 Growing middle aged population that has money to spend 中年男性消费者消费能力的提升 Fast growing women’s footwear market 女性鞋类市场的快速增长 Growing interest in Asian brands outside of China 外界对中国之外的亚洲品牌的兴趣增加
CEEN brand dna bible
by SLEM and DHD London
Growing interest of foreign brands to sell on the domestic market 外品牌进入中国的兴趣增加
Low threshold for other brands to enter the market 其他品牌进入市场的门槛较低 Popular sports brands attacking the lower income consumer market in China, opening stores in the lower tier cities 流行运动品牌进攻中国低收入消费者市场，在二三线城市铺设店面。 Popular sports brands expanding into the casual market 流行运动品牌甚至渗到休闲市场 Prices of raw materials are rising, pushing prices up and margins down 原材料不断上涨，采购价格增加，利润下降 Declining young population, which is the current target group of CEEN CEEN目前的目标人群--青年市场呈下降趋势 Growing interest of foreign brands to sell on the domestic market 国人对在国内销售的洋品牌兴趣不断增加
14CEEN
brand history
Often a brand history does not need any Photoshop, reality is usually more fascinating than anything you could make up. Through actual historic research we were able to reconstruct CEEN’s brand history.
step 3: CORRECTING CEEN's brand story
CEEN
brand dna bible by SLEM and DHD London
15CEEN
brand history
We started by researching archives with historic photos of Shanghai at the end of the 19th century, when Mr Chai - the great grandfather of the current owner founded the company.
Since 1886 people who lived in the old districts of Shanghai knew the Chai family who owned a manual workshop for traditional Chinese textile shoes in Edward VII Avenue, which is currently called Yan’an Road and now marks the beginning of the famous Shanghai Bund. This image shows Edward VII Avenue around 1890.
CEEN
brand dna bible by SLEM and DHD London
16CEEN
brand history
We found a compelling story that gives insight into the real lives of people in both China and Europe in times gone by.
There are no remaining images of Mr Chai and his family, but he must have looked something like this.
CEEN
brand dna bible by SLEM and DHD London
17CEEN
brand history
Many authentic elements of CEEN’s history can still be found today.
Shanghai was a famous port all over the world and since part of it had become a British concession then, a lot of European nobility settled down there, bringing in the European living style and culture.
CEEN
brand dna bible by SLEM and DHD London
18CEEN
brand history
In these images you can see how China already influenced Europe then: the sleeves on Queen Victoria’s dress are clearly inspired by the wide kimono sleeves like the empress is wearing.
The great influence the countries had on each other also shows in these pictures of the famous women who ruled either state at the time: Queen Victoria of England and Chinese Empress Ci-Xi Dowager.
CEEN
brand dna bible by SLEM and DHD London
19CEEN
brand history
This original sketch shows Western craftsmen teaching Chinese shoemakers how to produce for a European audience, almost a century before China became the leading country in footwear manufacturing.
Back then new ways of making leather shoes, for instance using the recently developed Goodyear method, became very popular among the European audience. so the Chai family decided to learn how to make such hand crafted leather boots, adapting to the changing market demand. There were two great and well-known leather shoes manual workshops in Shanghai back then, one was Shen’s Manual Workshop of Leather Shoes, and the other was Chai’s Manual Workshop of Leather Boots!
CEEN
brand dna bible by SLEM and DHD London
20 CEEN
brand history
Even though the twentieth century brought lots of hardship to both Asia and Europe, CEEN’s entrepreneurial spirit remained.
Business was growing tremendously, however, in 1938 the Second Sino-Japanese war started and as the Japanese invaded China, most workers in Chai’s manual workshop were able to flee to London with the help of their British celebrity clientele.
CEEN
brand dna bible by SLEM and DHD London
21CEEN
brand history
Most people fled to the United States in these days, but the Chai family was loyal to its English friends. Mr. Chai himself must have been too old to travel such a distance then, but the next generation made the big leap.
Boats were packed with Chinese immigrants, who helped found the now famous Chinatown in London. Among them Mr Chai’s oldest son and his wife, who would proceed the business in England.
CEEN
brand dna bible by SLEM and DHD London
22 CEEN
brand history
Upon arrival they entered into a whole new world: England in the thirties! Even though London suffered under the crisis and the threat of war, the city must have almost looked like another planet to the Chai family.
Due to their good network the Chai family soon got settled and opened a new store on Oxford Street, which was already the most busy shopping street of London back then.
CEEN
brand dna bible by SLEM and DHD London
23 CEEN
brand history
After World War II struck in England as well, the Chai family had to start all over again in severily damaged surroundings.
But soon the Second World War broke out in Europe too and unfortunately Oxford Street was heavily bombed by the Germans.
CEEN
brand dna bible by SLEM and DHD London
24 CEEN
brand history
This image shows the quick recovery after the war, bringing business back up to speed and growing it further.
As always the Chai family persevered and managed to build up a highly succesfull footwear store in the heart of London inside a famous department store, where lines of people where waiting to enter every day.
CEEN
brand dna bible by SLEM and DHD London
25 CEEN
brand history
The scene on this picture is similar to what we still find today outside famous stores like Harrods.
Cars were lining up outside....
CEEN
brand dna bible by SLEM and DHD London
26 CEEN
brand history
In the fourties and fifties you would not try the shoes on yourself, instead, a sales person would measure your feet and fitted the right pair for you.
While customers were lining up inside! Back then CEEN sold mostly women’s shoes, yet later generations decided to specialize in men’s footwear again. Althought you never know what the future might bring...!
CEEN
brand dna bible by SLEM and DHD London
27 CEEN
brand history
This is where the story ends for now. However, we feel it is just a next chapter in what will become the Chai family’s footwear saga!
In the eighties shoe production started moving to China, where wages were lower. Mr Chai’s great grandson, who was now running the business, decided to set up an office in Gaungzhou, the center of the fast growing Pearl River Delta. This is where CEEN’s headquarters still recide today.
CEEN
brand dna bible by SLEM and DHD London
28 CEEN
DNA
From CEEN’s brand history and current market position, we have distilled its brand DNA. Basically, this DNA has been there all the time, it evolved through the ages into what it is today, we simply made the effort to name its most essential elements.
step 4: specifying CEEN's brand DNA
CEEN
brand dna bible by SLEM and DHD London
29CEEN
DNA
The first element of CEEN’s stems from the fact that the Chai family started out making shoes by hand and even though they are made in a factory now, they still contain distinctive hand crafted details.
01. Born from hand crafted tradition 源自精湛的传统手工艺
CEEN
brand dna bible by SLEM and DHD London
30 CEEN
DNA
CEEN does not have to bring fully hand crafted shoes, but it can give them a hand crafted flavour, by using the mocassin hand stitch both in the shoes and in promotion.
CEEN
brand dna bible by SLEM and DHD London
31CEEN
DNA
Hand stitching will give a a much more premium idea to a shoe. Mocassin stitching is done in many different ways, so CEEN could choose different options for different shoes.
CEEN
brand dna bible by SLEM and DHD London
32 CEEN
DNA
The fact that CEEN’s Commander series is highly succesful, shows that the audience appreciates such a hand crafted feel. Furthermore, these shoes also have the soft feel of hand crafted mocassins. This is another aspect that CEEN can exploit.
CEEN
brand dna bible by SLEM and DHD London
33CEEN
DNA
The second element of CEEN’s DNA stems from the notion that the Chai family has always lived in major cities. First in Shanghai, then in London and now in Guangzhou. This has profound implications for the brand, because it means that shoes are also meant for city life, not for the country side.
02. Cosmopolitan 大都会的
CEEN
brand dna bible by SLEM and DHD London
34 CEEN
DNA
Cosmopolitan means a combination of modern and international. Basically the shoes of CEEN should fit in any modern society. This imaginary city that fuses the skylines of the world’s biggest cities beautifully portrays this.
CEEN
brand dna bible by SLEM and DHD London
35 CEEN
DNA
CEEN can fuse its hand crafted and cosmopolitan heritage by emphasizing the connection with the UK, taking inspiration from well known UK brands and products that also have a hand crafted tradition. CEEN can for instance add a blog about the best British products for its customers. There are many different kinds of UK brands though, so we need to use them in the right context. For instance, these classic brands could be good inspiration for the more dressed and traditional casual lines of CEEN.
CEEN
brand dna bible by SLEM and DHD London
36 CEEN
DNA
However, CEEN is a modern brand with a strong young flavour as well, so it could also take inspiration from modern varieties on classic designs, such as these. The shape of the car would make a beautiful silhouette for an outsole, for instance.
CEEN
brand dna bible by SLEM and DHD London
37 CEEN
DNA
Even though CEEN has a strong traditional heritage, one of the greatest strengths of the Chai family has always been its versatility. They are not afraid of change and always go where the best opportunities are. This is why we feel that ‘current’ is also an essential part of the DNA. CEEN is authentic but not old-fashioned at all.
03. Current 现代的
CEEN
brand dna bible by SLEM and DHD London
38 CEEN
DNA
Current is another word for ‘modern’. By this we mean that CEEN makes styles that are contemporary, but they are not the trend leaders. This image symbolizes this preferred market position: on the front lines, but not too trendy.
CEEN
brand dna bible by SLEM and DHD London
39 customer profile
Since one of the main issues was a lack of identity, we starting by defining CEEN’s customer. We did not do this alone though, we actively involved CEEN’s team so they would also develop a deep understanding of their target group(s).
step 5: defining CEEN's customer
CEEN
brand dna bible by SLEM and DHD London
40 customer profile
We had the whole team tear images from magazines, picturing who they saw as their target customer. Initially there was a great variety, but after a good discussion we helped them narrow it down to a few clear groups. The workshop resulted in a very clear picture of who CEEN’s current customer is, and, more importantly, of who is he is NOT. This knowledge is vital for both design, buying and marketing. On the next pages we will explain the 8 main character traits of CEEN’s customer.
CEEN
brand dna bible by SLEM and DHD London
These are some of the images that made the first selection round.
41 customer profile
CEEN
is masculine, but not macho
YES
NO
是
是有男人味的， 但不是肌肉男。
好
不好
CEEN
CEEN
brand dna bible by SLEM and DHD London
42 customer profile
CEEN
is mature, but not old
YES
NO
是
是成熟的男人， 但不是老男人。
好
不好
CEEN
CEEN
brand dna bible by SLEM and DHD London
43 customer profile
CEEN
is handsome, but not perfect.
YES
NO
是
是有魅力的男人， 但不是完美的男人。
好
不好
CEEN
CEEN
brand dna bible by SLEM and DHD London
44 customer profile
CEEN
is slightly naughty, but not criminal.
YES
NO
是
是不循规蹈矩的， 但从不逾越底线。
好
不好
CEEN
CEEN
brand dna bible by SLEM and DHD London
45 customer profile
CEEN
has a sense of humour, but is not loud.
YES
NO
是
是有幽默感的男人， 但不是哗众取宠。
好
不好
CEEN
CEEN
brand dna bible by SLEM and DHD London
46 customer profile
CEEN
is classy & sophisticated, but not old fashioned.
YES
NO
是
是有古典品味的， 但不老土。
好
不好
CEEN
CEEN
brand dna bible by SLEM and DHD London
47 customer profile
CEEN
is informal, but not unprofessional.
YES
NO
是
是处事不拘小节， 但不是不专业。
好
不好
CEEN
CEEN
brand dna bible by SLEM and DHD London
48 customer profile
CEEN
is from the city, not the country side.
YES
NO
是
是来自大都市的, 不是来自乡村。
好
不好
CEEN
CEEN
brand dna bible by SLEM and DHD London
49 collection segments
While defining CEEN’s core consumers, we found that the way the collection was segmented did not match the consumer groups at all. CEEN used a traditional was of segmenting, looking at formal, smart and casual. We found that for their consumers a distinction in party, work and spare time would work much better.
CEEN
brand dna bible by SLEM and DHD London
step 6: SEGMENTING CEEN's COLLECTION
50 collection segments
With the team we reorganized the collection in the showroom. This way it became very clear how the shoes should be grouped. The styles that were not selling well, were also the styles that did not match with the consumer profiles. It also became apparent that CEEN could move in a slightly more fashionable direction. On the next pages you will see how the collection looks much more attractive by segmenting it.
Combining the magazine images that we all selected with the shoes helped to define which styles would have to stay in the collection and which could be eliminated.
CEEN
brand dna bible by SLEM and DHD London
51 collection segments
We found that the collection that was previously addressed as: ‘business’ was actually meant for going out. The target group wears slightly more casual shoes to work, since they are not old fashioned executives. So rather than looking for images of businessmen we selected images of modern suits that young Chinese men wear for nightlife. We named the new category Beau, the French word for handsome man.
CEEN
brand dna bible by SLEM and DHD London
BEAU
52 collection segments
It turned out that the best selling styles from the ‘business’ category, were actually the more flamboyant ones, rather than the conservative styles. We also decided to drop some highly expensive styles in reptile leathers that were chic, yet too old fashioned.
CEEN
brand dna bible by SLEM and DHD London
BEAU
53 collection segments
Hand crafted details are important in all categories of CEEN. Basically the CEEN recipe is to take a recognizable, commercial style and make it special by adding a hand crafted touch. This can be done in finishing, but also in embroiderie, piping, and other hand crafted (looking) decoration. It is important though to maintain a look that is elegant and sophisticated, but not too flamboyant, so no rhinestones and other kinds of bling please.
CEEN
brand dna bible by SLEM and DHD London
BEAU
54 collection segments
In order to make buying decisions easier, we have made a checklist per category, listing the most important aspects.
BUYER’S CHECKLIST FOR BEAU Sleek last Simple upper and outsole Emphasis on luxurious, yet sophisticated materials Emphasis on beautiful finishing (hand crafted feel) include other rich colours besides just black Not too much ‘bling bling’ in the hardware Apply chic handcrafted details
CEEN
brand dna bible by SLEM and DHD London
BEAU
55 collection segments
The CEEN customer is like most of the men working at the CEEN office: he looks professional, but does not wear a formal suit to work. Instead, he will wear a shirt or a sweater, with or without a jacket and pants. These could be denim. but not all torn up.
CEEN
brand dna bible by SLEM and DHD London
Busy
56 collection segments
This group contains both the best selling mocassins styles, as well as some other daily styles that are not fancy enough for the Beau group. This group can also contain boots that are not very casual. The Busy group is the biggest group in CEEN’s collection.
CEEN
brand dna bible by SLEM and DHD London
Busy
57 collection segments
In the Busy group the emphasis is on hand crafted mocassins details, like roll top stitching, outward seams, hand stitching etc. There is a great variety here, both in size, colour, placement and material.
CEEN
brand dna bible by SLEM and DHD London
Busy
58 collection segments
In order to make buying decisions easier, we have made a checklist per category, listing the most important aspects.
BUYER’S CHECKLIST FOR BUSY Focus on comfort, flexibility and softness Sophisticated upper, since these shoes are for work Good quality material Apply hand crafted details
CEEN
brand dna bible by SLEM and DHD London
Busy
59 collection segments
The final group is called Bold, because it cointains the more casual looks, that are inspired by classic outdoor styles, yet translated to the city. This is what the CEEN customer wears in his spare time, when he is just hanging out with friends.
CEEN
brand dna bible by SLEM and DHD London
BOLD
60 collection segments
This group contains casual styles that have a rugged look, but they do not look damaged or worn out. The emphasis is on rich leathers and sturdy outsoles that are lightweight. The hand crafted details are not just in stitching, but also in finishing.
CEEN
brand dna bible by SLEM and DHD London
BOLD
61 collection segments
The casual category offers excellent opportunities to apply hand crafted details, such as hand stichting, leather welting, nailed constructions etc. For all categories we would advice CEEN to come up with it own signature details, which will increase the recognizability of the brand, but that requires a good designer.
CEEN
brand dna bible by SLEM and DHD London
BOLD
62 collection segments
In order to make buying decisions easier, we have made a checklist per category, listing the most important aspects.
BUYER’S CHECKLIST FOR BOLD Robust lasts Good quality materials with rich finishes (hand crafted feel) Rugged outsoles, with a profile Handcrafted details instead of blingy details Try to keep the shoes lightweight The focus is on boots, but include some low cut styles too A
CEEN
brand dna bible by SLEM and DHD London
BOLD
63 functionality
Usually brands do not explain their functionaluty in their category names. They can explain it in the brand name, like Vivo Barefoot, but even they just name their categories after their target groups. Instead, they have a special ‘learn’section, that explains the special technology behind their brand. CEEN could do the same. This way you can gove your customer more information and your technology becomes more than a gimmick.
CEEN
brand dna bible by SLEM and DHD London
BOLD
64 functionality
Geox does the same. They are known for their outsole technology, but they do not call their brand ‘breathing sole’. Instead, they show the technology in banners on their website.
CEEN
brand dna bible by SLEM and DHD London
BOLD
65 functionality
Ecco also does not mention its technology in its category names, they have made a special technology section on their website, with detailed info. We feel that all these methods could even be improved. CEEN has a great website, but there is no section about the function of the shoes, explaining that they are soft, flexible and partially hand crafted. Rather than just writing about it, CEEN could also make a great video. This is how brands like Doc Martens and Redwing show the way their shoes are made.
CEEN
brand dna bible by SLEM and DHD London
BOLD
01 C O LO R S
颜色
Brown: PANTONE® 19-0820 TPX PANTONE® 411 C RGB : 92-82-68 HEX : #5C5244
棕色： 色号：１９－０８２０ＴＰＸ 或：４１１Ｃ
Goldish yellow: PANTONE® 16-0928 TPX PANTONE® 7562 C RGB : 185-151-91 HEX : #B75B
金黄色： 色号：１６－０９２８ＴＰＸ 或者：７５６２Ｃ
©2014
CEEN® visual identity guide By saf~ www.thisissaf.com
02 主要ＬＯＧＯ 白色，棕色和金色 白色和金色搭配的ｌｏｇｏ最好运用在深色背景上。 如果在浅色背景上，白色就可改为棕色。 一定要确保背景和ｌｏｇｏ字体 的颜色有足够的对比。
MAI N LO G O White or Brown & Goldish yellow. Logo preferably used on dark surface. If on light surface use inverted logo. Always make sure the background has enought contrast with the logo.
©2014
CEEN® visual identity guide By saf~ www.thisissaf.com
03 小的ＬＯＧＯ 小ｌｏｇｏ 这种小的ｌｏｇｏ适用于当主ｌｏｇｏ或者其他拓展 ｌｏｇｏ不能用的沟通场合，小ｌｏｇｏ不会包含中文 品牌名称。
LO G O S MALL Small logo is to be used on all comunications where the main or extended logo are not used! Small logo does not include chinese brand name.
©2014
CEEN® visual identity guide By saf~ www.thisissaf.com
04 延伸ｌｏｇｏ 延伸ｌｏｇｏ可用在ＣＩ材料或者广告杂志上。
LO G O EXTE N D E D Extended logo. To be used on CI material or in advertising.
©2014
CEEN® visual identity guide By saf~ www.thisissaf.com
05 品牌主张 宣扬策恩品牌的标语：Ｂｏｙｓ ｗｉｌｌ ｂｅ ｂｏｙｓ 可以用于广告杂志或者媒体终端。
GRAP H I C E LE M E NT S LO GAN Communicates the brand’s slogan “Boys will be boys”. To be used in advertising towards final clients.
©2014
CEEN® visual identity guide By saf~ www.thisissaf.com
06 图形标语／城市 此ｌｏｇｏ用于装饰物如鞋盒上，网页，服装。 需和小ｌｏｇｏ组合出现。
GRAP H I C E LE M E NTS S LO GAN / C I T Y To be used as decoration on for example shoeboxes, website or apparel collection. Always comes in combination with the small logo.
©2014
CEEN® visual identity guide By saf~ www.thisissaf.com
07 网页／２个版本 这些ｌｏｇｏ，都可以用于同外界沟通，会与 小的ｌｏｇｏ一同出现。
U R L- E LE M E NT 2 VAR IATI O N S Always use one of these elements in communication to the outside world. Always comes in combination with the small logo.
©2014
CEEN® visual identity guide By saf~ www.thisissaf.com
08 浅色背景ｌｏｇｏ的印刷 字体印刷，字体的型号如下英文所示：
T YP O GRAP HY EXAM P LE O N LI GHT BAC K Typography example of font use. Fonts include: - Impregnable (decorational header) - Muncie (communicational headers) - Cassannet Regular (footers & links) - Bodoni Bauer (subheaders & body) - Hiragino Sans GB W6 (comm. headers) - Hiragino Sans GB W3 (footers & links) - MS Mincho (subheaders & body)
©2014
Ceen
BOYS'LL BE BOYS
成熟的智慧 玩童的心
W W W. C E E N . C C
W W W. C E E N . C C
H EAD E R
研点質直
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
研点質直映致法社会戦視安悪視
Pellentesque suscipit in nibh in interdum. Fusce volutpat sem eget nibh vestibulum feugiat. Suspendisse commodo
。分中宮借禁記台将都供刑正。
eu quam volutpat rutrum. In adipiscing nibh risus, sed
番烈幕案変伸芸遺社安紙解酒。
elementum purus pulvinar ut. Sed gravida nulla eu massa
練設捜法真入経寄不器航専。場
hendrerit hendrerit. Sed nec sem gravida, bibendum ante
会見界更細創見氏三毎代読能読
sit amet, lacinia nibh. Curabitur ut eleifend felis. Morbi pulvinar, massa ut interdum dignissim, libero ipsum
CEEN® visual identity guide By saf~ www.thisissaf.com
Ceen
。式言値玩午歩情始問則約寿成
scelerisque mi, in interdum tellus mauris quis justo.
田周景値誌。覧五法視
F O OT E R S
螒螝匢奾
09 深色背景ｌｏｇｏ的印刷 字体印刷，字体的型号如下英文所示：
T YP O GRAP HY EXAM P LE O N DAR K BAC K Typography example of font use. Fonts include: - Impregnable (decorational header) - Muncie (communicational headers) - Cassannet Regular (footers & links) - Bodoni Bauer (subheaders & body) - Hiragino Sans GB W6 (comm. headers) - Hiragino Sans GB W3 (footers & links) - MS Mincho (subheaders & body)
©2014
Ceen
BOYS'LL BE BOYS
成熟的智慧 玩童的心
W W W. C E E N . C C
W W W. C E E N . C C
H EAD E R
研点質直
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
研点質直映致法社会戦視安悪視
Pellentesque suscipit in nibh in interdum. Fusce volutpat sem eget nibh vestibulum feugiat. Suspendisse commodo
。分中宮借禁記台将都供刑正。
eu quam volutpat rutrum. In adipiscing nibh risus, sed
番烈幕案変伸芸遺社安紙解酒。
elementum purus pulvinar ut. Sed gravida nulla eu massa
練設捜法真入経寄不器航専。場
hendrerit hendrerit. Sed nec sem gravida, bibendum ante
会見界更細創見氏三毎代読能読
sit amet, lacinia nibh. Curabitur ut eleifend felis. Morbi pulvinar, massa ut interdum dignissim, libero ipsum
CEEN® visual identity guide By saf~ www.thisissaf.com
Ceen
。式言値玩午歩情始問則約寿成
scelerisque mi, in interdum tellus mauris quis justo.
田周景値誌。覧五法視
F O OT E R S
螒螝匢奾
10 名片设计 名片参考： ５５＊８５ｍｍ大小 ３００克纸板印刷，附带浅棕色绒感纹理。
BUSINESS CAR D S Business card example. Size 55x85 mm portrait. 300 grams screenprinted cardboard with lightbrown fiber texture.
©2014
CEEN® visual identity guide By saf~ www.thisissaf.com
11 商议信件，信封 １２０克印刷纸板，附带浅棕色绒感纹理。 标签环绕着信封。 地址请用手写。
BUSINESS E NVE LO P E S 120 Grams screenprinted cardboard with lightbrown fiber texture. Sticker wrapped around the envelop. Please hand-write the addressee.
©2014
CEEN® visual identity guide By saf~ www.thisissaf.com
12 一般鞋盒 鞋盒纸板较厚，有浅色绒毛纹理。
GE N E RAL S H O E B OX Thick screenprinted cardboard, with light suptle fiber texture.
©2014
CEEN® visual identity guide By saf~ www.thisissaf.com
13 吊牌 吊牌规格：６０＊１２０ＭＭ， ３００克印刷纸板，浅棕色绒毛纹理。 绳带配合高亮的颜色，金属环金色，高亮。
HAN GTAGS Size 60x120 mm portrait. 300 grams screenprinted cardboard with lightbrown fiber texture. Chord to match highlight color. Metal ring in highlight color.
©2014
CEEN® visual identity guide By saf~ www.thisissaf.com
14 购物袋 ２００ｇ印刷纸板，浅棕色绒感纹理。 印刷上品牌主张标语。
S H O P P I N G BAG 200 grams screenprinted paper with light brown fiber texture. Carries brand slogan.
©2014
CEEN® visual identity guide By saf~ www.thisissaf.com
15 服装 Ｔ－ｓｈｉｒｔ样品和织标，更多设计可后续进行。
AP PAR E L Example of T-shirt print and label. To be elaborated later.
©2014
CEEN® visual identity guide By saf~ www.thisissaf.com
16 广告 比如可以将图片和标语ｌｏｇｏ组合一起使用。 同时，小ｌｏｇｏ，网址和产品的照片也要一同展示出来。
ADVE RTI S I N G Example. Combination of photography and graphics. Always carries small logo, url and product image.
©2014
CEEN® visual identity guide By saf~ www.thisissaf.com
17 网页 比如：三个系类分别展示，会更有影响力，后续可以建议更多。
WE B S ITE Example. Website will have more impact when the 3 collections are shown seperately. To be elaborated later.
©2014
CEEN® visual identity guide By saf~ www.thisissaf.com
01 颜色 ＢＥＡＵ组的颜色见如下：
C O LO R S Dark Bordeaux: PANTONE® 19-1725 TPX PANTONE® 7428 C RGB : 103-46-59 HEX : #672E3B Highlight Pink: PANTONE® 18-1754 TPX PANTONE® 1925 C PANTONE® 18-1754 TPX PANTONE® 1925 C
©2014
CEEN® visual identity guide By saf~ www.thisissaf.com
02 延伸ｌｏｇｏ 用于ＢＥＡＵ组的推广如产品，海报，广告 或者其他方面，但此ｌｏｇｏ仅仅用在这个系列。
EXTE N D E D LO G O Use to promote B EAU collection on product, POS, advertising and other, where only the B EAU collection is shown.
©2014
CEEN® visual identity guide By saf~ www.thisissaf.com
03 鞋底上的ｌｏｇｏ： 运用示例如图
LO G O O N S O L E Example of logo use on sole.
©2014
CEEN® visual identity guide By saf~ www.thisissaf.com
04 ＢＥＡＵ组鞋盒 ＢＥＡＵ组的鞋盒设计，厚纸板，带细小绒感纹理
S H O E B OX Collection B EAU shoe box design. Thick screenprinted cardboard, with light suptle fiber texture.
©2014
CEEN® visual identity guide By saf~ www.thisissaf.com
05 ＢＥＡＵ组的吊牌 ６０＊１２０ＭＭ规格 ３００ｇ印刷纸板，带绒感纹理。
HAN GTAGS Size 60x120 mm portrait. 300 grams screenprinted cardboard with lightbrown fiber texture. Chord to match highlight color. Metal ring in highlight color.
©2014
CEEN® visual identity guide By saf~ www.thisissaf.com
01 颜色 深蓝颜色色号见如下编号：
C O LO R S Dark Blue: PANTONE® 19-3839 TPX PANTONE® 5265 C RGB : 61-62-99 HEX : #3D3E63 Highlight Purple: PANTONE® 16-3823 TPX PANTONE® 271 C RGB : 155 144 200 HEX : #9B90C8
©2014
CEEN® visual identity guide By saf~ www.thisissaf.com
02 ＢＵＳＹ组的延伸ｌｏｇｏ： 用于ＢＵＳＹ组的推广，如产品，海报， 广告或者其他要展示ＢＵＳＹ组的地方。
EXTE N D E D LO G O Use to promote B USY collection on product, POS, advertising and other, where only the B USY collection is shown.
©2014
CEEN® visual identity guide By saf~ www.thisissaf.com
03 鞋底ｌｏｇｏ： ＢＵＳＹ组鞋底ｌｏｇｏ的示例。
LO G O O N S O L E Example of logo use on sole.
©2014
CEEN® visual identity guide By saf~ www.thisissaf.com
04 鞋盒： ＢＵＳＹ组的鞋盒，材料为厚纸板， 带细微绒感纹理。
S H O E B OX Collection B EAU shoe box design. Thick screenprinted cardboard, with light suptle fiber texture.
©2014
CEEN® visual identity guide By saf~ www.thisissaf.com
05 吊牌： 规格：６０＊１２０ＭＭ ３００ｇ印刷纸板，带绒感纹理。
HAN GTAGS Size 60x120 mm portrait. 300 grams screenprinted cardboard with lightbrown fiber texture. Chord to match highlight color. Metal ring in highlight color.
©2014
CEEN® visual identity guide By saf~ www.thisissaf.com
01 颜色： 深绿色的颜色， 色号如下所示。
C O LO R S Dark Green: PANTONE® 19-0511 TPX PANTONE® 418 C RGB : 81-82-68 HEX : #515244 Highlight Yellow: PANTONE® 16-0952 TPX PANTONE® 1245 C RGB : 202-152-30 HEX : #CA981E
©2014
CEEN® visual identity guide By saf~ www.thisissaf.com
02 ＢＯＬＤ组的延伸ｌｏｇｏ： 用于ＢＬＯＤ组的推广如产品，海报， 广告及其他。
EXTE N D E D LO G O Use to promote B OLD collection on product, POS, advertising and other, where only the B OLD collection is shown.
©2014
CEEN® visual identity guide By saf~ www.thisissaf.com
03 鞋底ｌｏｇｏ的应用
LO G O O N S O L E Example of logo use on sole.
©2014
CEEN® visual identity guide By saf~ www.thisissaf.com
04 ＢＯＬＤ组的鞋盒 ＢＯＬＤ组的鞋盒设计，材质为厚纸板， 带细微绒感纹理。
S H O E B OX Collection B EAU shoe box design. Thick screenprinted cardboard, with light suptle fiber texture.
©2014
CEEN® visual identity guide By saf~ www.thisissaf.com
05 吊牌： 规格：６０＊１２０ＭＭ， ３００ｇ纸板，带绒感纹理。
HAN GTAGS Size 60x120 mm portrait. 300 grams screenprinted cardboard with lightbrown fiber texture. Chord to match highlight color. Metal ring in highlight color.
©2014
CEEN® visual identity guide By saf~ www.thisissaf.com