Tutu Pikin Brand Guidelines

B R A N D B O O K

TutuPikinBrandIdentityandGuidelines

I D E N T I T Y

O V E R V I E W

TAGLINE

MISSION

Born of Africa

VISION

Tutu Pikin’s mission is to push the boundaries and aid in changing the skewed narrative that says that African products do not belong on the luxury stage - THEY DO!

Our vision is to become the gateway to authentic, sustainable, accessible luxury African products, and thus contribute to building a more secure and equitable future for African Artisans.

AUTHENTICITY

We value authenticity and are committed to delivery bold, fun and unique handcrafted products, made in Africa, by African Artisans.

We value convenience and speed, as life can be stressful enough. We look to ease the tension of choosing what to wear - you can sleep, play, lounge and party in the same outfit.

QUALITY

We value quality and are huge proponents of ‘slow fashion’. We have made sustainability a crucial part of our DNA and it starts with fair trade.

TONE LANGUAGE

Language tailored towards parents not children Playful but trustworthy tone

Sleep, Play, Lounge and Party in the same outfit, is our motto. We are ‘Born of Africa’ and believe that looking good should be simple and convient.

Tutu Pikin uses British English Language, tailored towards adult with children between 18 months and 10years. Voice TutuPikin

Example Tweet

“ D i d y o u k n o w o u r p r o d u c t s a r e m u l t i - w e a r ? L e t y o u r c h i l d s l e e p , p l a y , l o u n g e a n d p a r t y i n t h e i r

T u t u P i k i n s e t w i t h o u t w o r r y ! ”

T Y P O G R A P H Y

Always Capitalised Bold

50% tracking Brand Font

Title Font

Mouse Memoirs

Always capitalised

Regular

50% tracking

Bauer Bodoni

Secondary Font

TT Norms

Bold for headings

Regular for body

0% tracking

Traditional Bodoni is known for it’s use in Up-Market and High End settings, historically for Titles and Headings. Bauer Bodoni is a graceful modernisation of the typeface, the hairline serifs reflect on the high quality of the original print plates used in 20th Century casting. Poor quality printing needed thicker and clunkier fonts to avoid snapping during printing. The quality and class of the typeface align beautifully with the Tutu Pikin Brand.

Carmine red is a rich shade, originally used by Aztec civilisation in textile dyeing, it is also widely used throughout Tutu Pikin’s Batik dyeing process. The colour is often associated with power and status, creating a feeling of luxury and exclusivity. The following brand colour palette is essential in keeping the brand aligned with luxury and status as opposed to the other commonly known meanings of the colour leaning more towards lust or anger.

#9C0203

CMYK: 0/60/60/8439

RGB: 156/2/3

Pantone: Adrenaline Rush

#B74721

CMYK: 72/38/42/8

RGB: 183/71/33

Pantone: Red Clay

#FFFFFF

CMYK: 0/0/0/0

RGB: 255/255/255

Pantone: Bright White

#191818

CMYK: 0/0/0/90

RGB: 25/24/24

Pantone: Black Bean

PrimaryPalette

PRIMARY PALETTE

Our Primary palette contains the colours suitable for use across all communication channels. consistently using these will reinforce the Tutu Pikin Brand image.

SECONDARY PALETTE

Our secondary palette consists of complimenting colours that align with our two main bold colours. Seen here, the secondary palette can be created by altering the opacity of both ‘Adrenaline Rush’ and ‘Red Clay’. Suitable for use in supporting documents and occasional main communication channels

SecondaryPalette

Our logo shows the playful personality of Tutu Pikin, while being perceived as High End

TUTU PIKIN AFRICA

1

The main logo which represents Tutu Pikin’s Values and purpose. To be used on webpages and high priority visuals

A second arrangement of the Primary Logo. To be used in placements unsuitable for the composition of the Primary

Our brand name and font. Suitable for use on small areas, such as foot notes and advertising materials

A Simplified and condensed version of the main Logo, profiling the recognisable icon. Suitable for social media and advertising materials, as well as foot notes and Favicon use

TUTU PIKIN

TUTU PIKIN

Suitable Use UsageGuidelines

Suitable colour combinations for clear legibility of the brand logo. To be used alongside the logo compositions outlined on the previous page only

TUTU PIKIN

TUTU PIKIN

TUTU PIKIN AFRICA

TUTU PIKIN AFRICA

Unsuitable Use

Do not use a colour not inside the colour palette

Do not use the same colour logo as background

Do not stretch any logo

Do not rotate any logo

Never show ‘Tutu Pikin’ without ‘Africa’

Do not add a shadow

UsageGuidelines

TUTU PIKIN TUTU PIKIN

P H O T O G R A P H Y

Clear imagery to align with the brand’s voice and personality

Clear imagery to align with the brand’s voice and personality

B R A N D

P A T T E R N

Brand

BrandPattern

Imagery inspired by our beautiful African Fabrics

Our patterns are inspired by the shapes in our new packaging fabric

BrandPattern INSPIRED BY

Suitable to be used in documents such as this, as backgrounds and as image overlays

PatternIcons

I C O N O G R A P H Y

Our icons align with our typography; made up of sleek, simple thin lines creating polished stylish icons

Stay away from messy unfinished icons, and anything that resembles cartoons or emojis