The Curiosity Co. by tiny-169

C H A R LT O N O L M O S

K AT R I N A G U I N T O

BRAND BOOK

WHO WE ARE

The Curiosity Co. is a new stationery line that revolves around the theme of exploration.

Provide tools that can inspire people to become thinkers, makers, and explorers.

VISION Use creativity as a channel to promote a deeper appreciation and love for the world around us.

VA L U E S Passion. Authenticity. Interactivity. Excellence. Creativity. Curiosity.

WHO WE ARE

MISSION

Weâ&#x20AC;&#x2122;re creative. Friendly. Authentic. Passionate. A little nerdy. And, of course, curious. About everything.

WHO WE ARE

BRANDS

20 years old. Third year university

Leuchtterm. Staedtler. Calgary Public

student. English major. Lives in an

Library. Pinterest. YouTube. Instagram.

apartment with her roommate.

Luke’s Cafe. Indigo. Canon. Polaroid.

PSYCHOGRAPHICS

MESSAGE

Interested in travel, science, history,

We want Lily to see herself—or maybe

and the arts. Has several creative

who she could be—in our brand.

hobbies, including photography, writing, and drawing. Youtube history includes bullet journal videos, speed paints, TED talks, and travel vlogs. Loves vintage and

MEDIUMS Lily responds well to social media, print

analog things. Although price affects what advertisements, and local events like art she buys, she’s willing to spend more money on products that look good and express her personality.

O U R TA R G E T A U D I E N C E

Meet Lily.

DEMOGRAPHICS

markets and concerts.

O U R TA R G E T A U D I E N C E

FIELD NOTES

R I F L E PA P E R C O.

MOLESKINE

Strengths: Creative notebook themes.

Strengths: Fairly well-known. Carried

Strengths: Well-established. Brand is a

Somewhat of a niche brand. Offers

by most retail locations. Diverse range

whole experience that includes creative

subscription service. Brand personality

of products.

retreats, cafés, and an online magazine.

is infused in everything they do.

Weaknesses: Traditionally feminine

Weaknesses: Expensive. Simple style

Weaknesses: Expensive. Not carried

style limits its audience. Aesthetic is

might be too plain for some people.

by many retail locations. Doesn’t have

very similar to others in the market.

Brand personality isn’t as evident in

a wide variety of products.

their products. Feels more professional than personal.

OUR COMPETITORS

The Curiosity Co. stands out as a niche brand with a distinct personality. Î Our theme of exploration extends to a variety of stationery products, most notably our interactive journals. Î We offer themed kits through an online subscription service. Î Our products and visual styles are more gender-inclusive. Î We’re not just here to sell pretty graphics. In everything we do, we aim to highlight the people and the values that drive our brand.

OUR UNIQUE SELLING POINT

MOODBOARD

LOGO

WORDMARK

PRIMARY LOGO

A LT E R N AT E L O G O S

LOGO

FAV I C O N

LOGO

1.75 “

1.25“

16px

LOGO

2.5 “

LOGO

LOGO SET 1

LOGO SET 2

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the spark that inspired us to create this brand

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Î Outer space, which is our shared passion and

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of our individual styles and personalities

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theme of our products

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we wanted our logo to convey these things:

Î Duality, because this brand is a combination

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this brand could look like. As much as possible,

Î A sense of wonder, with a vintage feel

We went through a LOT of ideas for what

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DESIGN SYSTEM

C O L O U R PA L E T T E

T YPOGRAPHY PRIMARY

C M Y K : 100, 88, 41, 56 R G B : 0, 24, 61 H E X : #00183 D

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789?!& ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789?!&

GOLD

C M Y K : 21, 38, 90, 1 R G B : 204, 157, 61 HEX: #CC9D3D

SECONDARY

YoungSerif

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789?!& C M Y K : 0, 0, 5, 0 R G B : 255, 255, 242 HEX: #FFFFF2

DESIGN SYSTEM

CREAM

DESIGN SYSTEM

N AV Y B L U E

Brandon Grotesque

PRODUCTS

Interactive Journals PRODUCTS

Î Soft cover Î Perfect bound Î Filled with unique, creative prompts centred on a theme

PRODUCTS

Î B6 size (4.9 x 6.9 in)

PRODUCTS

Interactive Journals PRODUCTS

Î Soft cover Î Perfect bound Î Filled with unique, creative prompts centred on a theme

PRODUCTS

Î B6 size (4.9 x 6.9 in)

PRODUCTS

Interactive Journals PRODUCTS

Î Soft cover Î Perfect bound Î Filled with unique, creative prompts centred on a theme

PRODUCTS

Î B6 size (4.9 x 6.9 in)

PRODUCTS

Blank Notebooks PRODUCTS

Î Dotted-ruled paper Î Soft cover Î Saddle-stitched Î Each notebook is based on the design of one of our interactive journals

PRODUCTS

Î B7 size (3.5 x 4.9 in)

PRODUCTS

The Explorer Club Collection

PRODUCTS

The Elements Collection

PRODUCTS

Curiosity Kit PRODUCTS

Î An interactive journal Î A blank notebook Î A pen Î A pencil Î Stickers Î Cardstock Î Business cards

PRODUCTS

Each subscription box includes:

PRODUCTS

THE BOOTH

W H AT I T N E E D S

I N S P I R AT I O N S

As a small stationery business,

In designing our booth, we’ve kept these

Our unique little space was inspired

participating in artist markets and craft

things in mind:

by a combination of these things:

fairs is essential to reaching our audience.

Î It must be distinct, especially from

Î Book shops

It’s also a great way to become involved

other stationery brands.

Î Mobile libraries

in the local community. That’s why we’ve

Î It needs to feel cozy and inviting.

Î Old houses

focused on the design of our booth as our

Î It should engage visitors instead of

Î Vintage travel decor

just showcasing items. Î Every detail should be relevant to our brand and the products we sell.

R E TA I L D E S I G N

primary retail point.

R E TA I L D E S I G N

LOGO PRINTED O N FA B R I C BACKDROP

BUSINESS CARDS HANGING ON CLOTHESPINS V I N TA G E SUITCASE FOR D I S P L AY I N G ITEMS

MUGS WITH PENS AND PENCILS

OLD BOOK SHELF USED T O D I S P L AY JOURNALS, NOTEBOOKS, AND DECOR

SMALL WOODEN C R AT E S F O R D I S P L AY I N G ITEMS

STICKERS IN OLD P L AT E S / BOWLS

FA B R I C TA B L E C L O T H

G L O B E T H AT VISITORS CAN D R AW O N T O I N D I C AT E W H E R E THEYâ&#x20AC;&#x2122;RE FROM AND WHERE THEY WA N T T O T R AV E L

SPOT FOR PEOPLE TO D E C O R AT E THEIR OWN NOTEBOOK COVERS

R E TA I L D E S I G N

OLD BOOKS AND NATIONAL GEOGRAPHIC MAGAZINES HANGING FROM THE TOP OF THE TENT AS DECOR

WEBSITE

thecuriosityco.ca WEBSITE

WEBSITE

L A N D I N G PA G E

SHOP

ABOUT US

WEBSITE

HOME

Find your next adventure

WEBSITE

H O M E PA G E HOME

SHOP

ABOUT US

WEBSITE

The Curiosity Kit

HOW DO E S IT WO R K?

SHOP

ABOUT US

HOME

SHOP

ABOUT US

Focused on exploration.

Where did we come from?

Our notebooks encourage the explorer in everyone, whether you are wanting to see your city, discover new places, or give yourself a new challenge.

Curious about how we started? Click below to discover our story. ABOUT US

Have a question? EM AIL

M E S S AG E 7 13 A DV EN T U R E L A N E SHOP

C A LG A R Y, A B , C A N A DA (403) 823-182 9

WEBSITE

HOME

SUBMIT

WEBSITE

A B O U T PA G E HOME

SHOP

ABOUT US

HOME

SHOP

ABOUT US

OUR MISSION

WEBSITE

OUR VISION Use creativity as a channel to promote a deeper appreciation and love for the world around us.

Weâ&#x20AC;&#x2122;re creative. Friendly. Authentic. Passionate. A little nerdy. And, of course, curious. About everything.

O U R VA L U E S Passion. Authenticity. Interactivity. Excellence. Creativity. Curiosity.

WEBSITE

Provide tools that can inspire people to become thinkers, makers, and explorers.

WEBSITE

S H O P PA G E S HOME

SHOP

ABOUT US

SHOP INTERACTIVE JOURNALS BL ANK NOTEBOOKS PENS + PENCILS STICKERS COLLECTIONS

$15.00

WEBSITE

BL ANK NOTEBOOKS

$15.00

SHOP

ABOUT US

HOME

The Storyteller

ABOUT US

QTY.

ITEM

THE INTERACTIVE JOURNAL FOR MAKING MEANINGFUL CONNECTIONS Î Î Î Î

SHOP

Shopping Cart

B6 size (4.9 x 6.9 in) Soft cover Perfect bound Filled with unique, creative prompts centred on a theme

PRICE

THE STORY TELLER JOURNAL

$15.00

THE STORY TELLER NOTEBOOK

$7.00

QTY.

1 Subtotal

ADD TO CART

$22.00

CHECKOUT

WEBSITE

HOME

WEBSITE

INTERACTIVE JOURNALS

T H E C A M PA I G N

As champions of exploration, every part

The tagline “Same journal, different

of the Curiosity Co. brand is centred

adventures” works to display the diversity

around wonder and discovery, including

that a single journal can bring. Our

our advertisements. We want to show

Youtube ad shows a series of adventures

the excitement that curiosity brings,

that can come from the same journal,

using our interactive journals as our niche

while our Instagram ad takes user-

selling point. In highlighting the creative

generated content to show a glimpse of

prompts, we can show how people can

who we are—not just a company but a

start with the same idea but end up with

diverse community of curious creatives.

completely different outcomes.

Because Youtube is a platform geared towards content creation, our Youtube ad will be professionally filmed and edited. Our Instagram ad, on the other hand, will feel more casual and homemade to fit seamlessly into our users’ feeds.

ADVERTISING

Same journal, different adventures.

THE CONCEPT

ADVERTISING

YOUTUBE The scene opens with a package arriving at someoneâ&#x20AC;&#x2122;s doorstep. The person brings it inside and journal. The video then jumps

ADVERTISING

through multiple people opening the same box, essentially repeating the same shots but with different people in different contexts. The video then continues to show each person using the same journal to have different kinds of adventures. It ends with a call to action,

SAME JOURNAL, DIFFERENT ADVENTURES.

directing viewers to the Curiosity

C U R I O U S ? V I S I T T H E C U R I O S I T Y C O.C A TO FIND OUT MORE.

Co. website.

ADVERTISING

opens it to reveal the interactive

ADVERTISING

HOME

I N S TA G R A M

SHOP

ABOUT US

The Storyteller THE INTERACTIVE JOURNAL FOR MAKING MEANINGFUL CONNECTIONS B6 size (4.9 x 6.9 in) Soft cover Perfect bound Filled with unique, creative prompts centred on a theme

The video starts off with a blank

Î Î Î Î

open page of the interactive

QTY.

journal. It then goes through a

1 ADD TO CART

our different people have done to

ADVERTISING

the same pages. It then ends with a call to action to lead users to the Curiosity Co. website.

SAME JOURNAL, DIFFERENT ADVENTURES. CURIOUS? VISIT T H E C U R I O S I T Y C O.C A TO FIND OUT MORE.

ADVERTISING

series of jump cuts, showing what

If youâ&#x20AC;&#x2122;re curious, there is always something new to be discovered in the backdrop of your daily life. â&#x20AC;&#x201C;R O Y T. B E N N E T T