CONTENT 04-05 GUIDELINE 06-07 INNRI’S INSPIRATION 10-11 THE POWER TO CONSTRUCT 12-13 VISION & MISSION
14-19 CENTRAL VALUES 22-23 FUNCTIONAL VALUES 26-27 EXPRESSIVE VALUES 30-31 TARGETGROUP 32-35 VISUAL GUIDELINES 36-37 SUSTAINABILITY
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GUIDELINE In this book you can find the brand identity of INNRI. It serves as a conceptual compass for everyone who works with our company. The pages in this book offer us a strong foundation for the development of our brand and all our collections.
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INNRI’S INSPIRATION INNRI is inspired by two indispensable factors. The brands primary source of inspiration are the similarities between two icons: singer Bjork and former British prime minister Margaret Thatcher. Although these two personas can be seen as polar opposites, they have two unavoidable similarities - they both strive for their own, personal utopia, and they both have the power to construct their ideal world.
Besides this, our brand is inspired by an important future trend. Looking at 2028, the world is facing a problem of large proportions: population growth. By 2028, there will be a global population growth of 9,2%, and over 60% of the population will live in an urban environment. This development will have a major impact on society. We are approaching the era of ‘the overcrowded world’.
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THE POWER TO CONSTRUCT The crowded future is upon us. Look around, you will feel swallowed up by the crowd. Gotten used to being effaced within society, we are looking for something. Something that will comfort us humans in the fear of being inferior. In the fear of being powerless. It is time to take matter into our own hands.
Confronted, we embrace the key difference between the individual and the mass: our inner, spiritual self. Within the intense density of our tight surroundings, we turn the focus towards the inside, determined to create our personal micrverses.
Within our own microverse we have the power to construct. The power to re-build ourselves as an individual. At last, face to face with our spiritual extensions and finally free of society inflicted mass constructs, we are truly emancipated to emotionally create as we please.
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VISION INNRI believes that everybody has the ability to connect with their inner selves.
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MISSION INNRI strives to make individuals feel empowered by giving them the opportunity to construct their personal microverse.
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EMANCIPATION OF THE INDIVIDUAL As a brand, we realize the importance of freedom to deviate from restrictions imposed by society.
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CENTRAL VALUES
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CONSTRUCTION OF A MICROVERSE We believe in the power to construct a personal, spiritual world within current reality.
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SPIRITUAL EXTENSION INNRI offers support in creating a selfengineered extension of one’s ‘inner self’.
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FUNCTIONAL VALUES
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SELF-ENRICHMENT We provide guidance on a road to a deepened understanding of oneself, aligned with an enhancement of one’s spiritual resources.
MODULARITY We offer the availability of interchangeable elements that present one with the opportunity to create an authentic microverse.
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MULTIDIMENSIONAL We want to achieve an existence of multiple layers within reality that one can freely move through.
CRYPTIC We aim to establish a sense of curiosity, caused by the inability to fully comprehend the complexity and depth of one’s spiritual extension.
EMPOWERED INNRI strives to create a feeling of power that occurs due to the ability to act as a creator of a personal microverse.
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EXPRESSIVE VALUES
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TARGET GROUP INNRI welcomes you into the world of the
Even though their life seems like it’s ide-
‘Ambitious Thinker’. Performing well and
al, there is a downside to their existence.
showing themselves from their best side
‘Ambitious Thinkers’ experience a lot of
are crucial in the lives of these urban in-
social pressure. They always want to
dividuals. Others often look up to them,
maintain their ‘perfect image’ towards the
because from their perspective it looks
outside world. This results in something
like the ‘Ambitious Thinkers’ have their life
significant - while they are striving to be
entirely under control.
the best version of themselves, they often lose their own identity. They are holding up
The ‘Ambitious Thinkers’ value luxury. They
a certain ‘wall of perfection’, resulting in the
always want the best of the best when
fact that they feel the need to find freedom
it comes to fashion and other products.
and authenticity. While they have loads
Besides this, they value high status, which
of power in the ‘outside world’, they feel
compliments their achieved success. The
powerless within their inner world. With an
‘Ambitious Thinkers’ are fashion forward.
urge to regain that power, they are looking
When a new gadget comes out, they will
for ways to re-build their inner selves.
be the first one to purchase it. They are the so called ‘early adaptors’ of trends. With their creative mindset, the ‘Ambitious Thinkers’ are skilled entrepreneurs and networkers. Their agendas are always full. After all, they want to perform well in everything, and people expect a lot from them. 31
THE LOGO
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THE CIRCLE
The circle is a universal symbol with extensive meaning. It represents the notions of totality, wholeness, original perfection, and ‘the Self’,
It has a magical value as a protective agent and indicates the end of the process of individuation, of striving towards a psychic wholeness and self-realization.
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BODYTEKST Existence (PT. 12, VA. 27, ) ABC abc %#& 123
FONTTEKST Futura Medium (PT. 18, VA. 27.) ABC %#& 123
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COLOR CARD
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SUSTAINABILITY For us, sustainability is neither a choice nor a trend. It is a foundation, as without it, we could not exist as a brand. INNRI provides the possibility to construct a product out of various substitutable elements. The wide variety of elements gives you an opportunity to create a very personal and authentic product, an extension of your personality. This creates a special emotional bond between you, the creator, and the garment, your creation. INNRI garments go beyond fashion statements, convenience and trends. They are your functional, spiritual artefacts – something that you will not want to let go of, helping us improve the product’s meaningfulness and prolong the lifespan of the product.
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‘Your visions will become clear only when you can look into your own heart. Who looks outside dreams; who looks inside awakes.’
- Carl Gustav Jung