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Luxury Lounge Apparel Brand Book

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Luxury Lounge Apparel Brand Book

  1. 1. B R A N D B O O K
  2. 2. CONTENTS This brand standards document explores the message, visuals, and expression of your brand. • Brand Message • Design & Visuals • Words & Content • Live Your Brand BRAND GUIDELINES HEIDI HOUSTON
  3. 3. MOOD BOA R D The moodboard was curated to express the “mood” of the brand and to inspire the visual decisions. In the visuals, we are combining a sense of joy & happiness with a feeling of simplicity & luxury. The joy comes through in the rich, saturated colors. The luxurious balance is shown in the abundant white space and high-quality images.
  4. 4. Brand Message
  5. 5. POSITION CORE IDEA Heidi Houston is an apparel and lifestyle brand that sells sleep and resort wear for women. The clothes are comfortable enough to sleep in, and elegant enough to wear when you invite your girlfriends over for breakfast. YOUR GOAL Our goal is to launch the brand in a unique position in the market. The brand aesthetic is Kate Spade meets Tory Burch meets Burberry. HOW YOU ARE DIFFERENT Your products give women a chance to indulge in something luxurious that fits into their busy lives. When they would love to have weekly spa dates or monthly resort vacations, the other demands of their time (working, being a mother, etc.) means they don’t get to as often as they’d like. Your style is also distinctive. Instead of a reserved all-neutral color palette, your clothing and brand features bold pops of color. THE END RESULT When your dream customers buy your products, they feel like they are taking care of (and treating!) themselves. The beautiful items become a treasured part of their daily lives. Each night when they wear Heidi Houston, they are reminded to slow down, treasure the quiet moments, and indulge in a little luxury. BRAND GUIDELINES HEIDI HOUSTON Brand Message 1
  6. 6. PERSONALITY INNOCENT & ENTERTAINER PERSONALITY ARCHETYPES Your mission is to give women a simple way that they can add some happiness luxury to their day. You give them a way to take care of themselves without adding an extra “to do” to their list When they encounter your brand, your audience FEELS: uplifted, happy, deserving, taken care of, joyful, put-together, confident, pampered. You are: • Positive, optimistic • Considerate, good mannered • Cheerful • Honest, earnest • Self-assured BRAND GUIDELINES HEIDI HOUSTON Brand Message + 1
  7. 7. POINT OF VIEW SIMPLE IS THE NEW BLACK. Our lives are already unnecessary complex. Find joy and happiness in the quiet moments: coffee with your love or a friend, settling in with a glass of red wine after a long day, and slipping into your favorite pajamas. DRESSING WELL IS A FORM OF SELF LOVE. (AND GOOD MANNERS.) Instead of rolling out of bed in a tattered T-shirt from high school, wear something in your quiet moments that feels amazing. Start & end your day with confidence and a small piece of luxury. The way we treat ourselves is reflective of how we expect to be treated by others. When you choose to love yourself, the whole world loves you a little more, too. “LUXURY” DŒSN’T NEED TO BE TIME- CONSUMING. Sure, hour-long massages and 3-hour pedicures are wonderful, but who has time for that every week? Fit more of what makes you happy into your life without all the time commitment. BRAND GUIDELINES HEIDI HOUSTON Brand Message 1
  8. 8. Simple is the new black. MANIFESTO
  9. 9. UNFAIR ADVANTAGE YOUR ‘UNFAIR ADVANTAGES’ ARE: • You are part of your target demographic, so you know what they want. Build a brand that you love and others like you will fall in love, too. • You have the right partners. By bringing in experts in manufacturing and branding, you get to focus on the product design and business strategy. • You embody your brand’s point of view and ethos. BRAND GUIDELINES HEIDI HOUSTON Brand Message 1
  10. 10. Designand Visuals
  11. 11. LOGO Visual Identity The logo is an iconic symbol. As your brand grows, people will recognize your mark. BRAND GUIDELINES HEIDI HOUSTON 2
  12. 12. Visual Identity The watermark for your brand gives you an alternate symbol to use in addition or in lieu of your regular logo. It adds a nice design variety to images, social media graphics, and print materials. BRAND GUIDELINES HEIDI HOUSTON 2 LOGO ALT
  13. 13. PRIMARY COLORS Visual Identity The colors mix the two ideals of the brand - pops of deep saturated color to instill a sense of joy - mixed with the subdued neutrals to add a sense of luxury and balance. BRAND GUIDELINES HEIDI HOUSTON 22
  14. 14. SECONDARY COLORS Visual Identity The colors mix the two ideals of the brand - pops of deep saturated color to instill a sense of joy - mixed with the subdued neutrals to add a sense of luxury and balance. BRAND GUIDELINES HEIDI HOUSTON 22
  15. 15. PATTERN Visual Identity The logo mark creates a pattern that can be used in backgrounds, or printed on tissue paper in your packaging. BRAND GUIDELINES HEIDI HOUSTON 2
  16. 16. TYPOGRAPHY Visual Identity Vanitas is a light, yet refined headline font that exemplifies the simple elegance of your brand. Avenir is a simple sans-serif to be used as your body font. Very sparingly, Autumn Chant adds a sense of casual joy and personality. BRAND GUIDELINES HEIDI HOUSTON 2
  17. 17. FONTS IN ACTION HEADLINE LEVEL 1 This is a description paragraph. It explains the purpose of the page and describes the title to the left. 1. Example 2. Example 3. Example 4. Example “This is a quote from a very impressive person.” -Important Person HEADLINE LEVEL 2 This is a description paragraph. It explains the purpose of the page and describes the title to the left. This is a description paragraph. It explains the purpose of the page and describes the title to the left. • Example • Example • Example Visual Identity Main font color: #000000 Links: #B22062 Be sure to use Vanitas in a large enough font to keep it legible and easy to read. Avenir can be used in a variety of styles (italic, bold, underline) to call attention to different messages. Only use Autumn Chant on graphics or small visual elements - not as a part of your regular website text. BRAND GUIDELINES HEIDI HOUSTON 2
  18. 18. Image Style
  19. 19. IMAGE DO’S Visual Identity BRAND GUIDELINES HEIDI HOUSTON Quiet moments Connecting with friends On vacation (or mini-vacation at home) Images of women in your target market When choosing images for your brand, pick ones like these. 2
  20. 20. IMAGE DON’TS BRAND GUIDELINES HEIDI HOUSTON Luxury your target audience can’t relate to Too serious Focus on partner relationship over self/ friends Other people’s clothes When choosing images, avoid ones like these. Visual Identity 32
  21. 21. GRAPHICS BRAND GUIDELINES HEIDI HOUSTON The social media templates evoke a sense of luxury, but keep the joyful colors that are your brand’s signature. Visual Identity 2
  22. 22. GRAPHICS BRAND GUIDELINES HEIDI HOUSTON The web templates are an example of how your fonts, colors, and logos can be used together on your website Visual Identity 2
  23. 23. PACKAGING BRAND GUIDELINES HEIDI HOUSTON When you deliver your products, you want to create an experience similar to opening a present. Getting your clothing in the mail should be an event to look forward to. Visual Identity 2
  24. 24. Wordsand Content
  25. 25. TONE OF VOICE BRAND GUIDELINES HEIDI HOUSTON Your brand communication should be brief, simple, and positive. Instead of long-winded complicated messages, simplify to a short “sound bite” or “catch phrases.” Your tone should sound like an eternally optimistic best girlfriend. You’ll sound: • Positive, happy • Self-assured • Hopeful • Personal • Natural (regularly used language) • Simple (short words, short phrases) Not: • Cynical, jaded • Serious • Distant • Formal • Complicated • Elevated Brand Communication 3
  26. 26. WORD BANK • Pajama party • Happy time • Treat yourself • PJ’s • Quiet moments • Enjoy • You deserve… • Happy luxury • Escape • Get happy • Love yourself with a little luxury • Squeeze in • Feel good ... • Look good • Make your morning happy • Color yourself happy • Burst of color • Bright & happy BRAND GUIDELINES HEIDI HOUSTON Brand Communication 3
  27. 27. TAGLINE YOUR TIME FOR LUXURY. OTHER OPTIONS: • Slip into happy • Happy go luxury • Squeeze in time for happy • Luxury you have time for • Love yourself with a little luxury BRAND GUIDELINES HEIDI HOUSTON Brand Communication Your tagline is a “catch phrase” that describes your work to others at a glance. It can also be used as your main headline on your website. 3
  28. 28. STORIES ORIGIN STORY Tell the story of how you noticed you were wearing your hubby’s old T-shirts to bed and waking up feeling disheveled, and embarrassed to get surprised by a friend stopping by when you were still in PJ’s (or running out to grab the mail.) CLIENT STORIES Start to gather testimonials from your friends, family, target clients about the products. Focus on how they feel wearing them. Also, the feel of the fabric, happy colors, and perhaps what they like to do when they are wearing them. (Read a book, enjoy a quiet cup of coffee, drink wine, unwind after a busy day…) POINT OF VIEW Tell stories that illustrate your points of view… • Dressing well is a form of good manners (talk about friends coming by for brunch, waking up on vacation, etc.) • Simplicity is wonderful (share the ways that you like to clear some moments for yourself, how you practice “self love” or self care.) • Luxury doesn’t need to be time-consuming. Similar to simplicity, share ways that you add luxury into your life that is doable and realistic (as opposed to weekly 3-hour massages, vacationing every month, etc.) BRAND GUIDELINES HEIDI HOUSTON Brand Communication 3
  29. 29. Live Your Brand
  30. 30. ACTION STEPS PHOTOSHOOT Get your best girlfriends together, rent out a beautiful AirBNB and schedule a professional photographer. The custom images you get of your product are going to be crucial. WEBSITE Set up your eCommerce site to accept orders. Focus your product descriptions on the emotion behind the product (feeling good, looking good) and the real-life situations they might be using them (settle in with a glass of red, invite your girlfriend over to breakfast). PRESS KIT/PITCHES/INFLUENCER MARKETING Instagram partnerships/ads, traditional press • Travel bloggers • Lifestyle bloggers • “Celebrities” (local or otherwise) LIFE EVENT MARKETING CAMPAIGNS Pay attention to the times in people’s lives that would increase demand for your product. Think about honeymoons, “vacation season,” gift seasons, etc. It would make sense to align marketing campaigns with either specific times of the year or choosing specific target markets (ie women who like “The Knot” FB page to target honeymoon ads to). Pay attention to what other apparel/luxury good brands promote at specific times of the year. BRAND GUIDELINES HEIDI HOUSTON Brand Communication 4
  31. 31. BRANDEMIES IDEA ENEMIES • Being too busy to take care of yourself • Luxury is only for people who have lots of time NOT TO DO LIST • Position your product as ONLY for resorts/ special occasions. It’s meant for everyday luxury. • Take your brand “too seriously” in images, copy, etc. • Devalue your brand by running lots of sales/ discounts WE ARE NOT • A “stuffy” or pretentious luxury brand • Mass-produced, cheaply made, generic BRAND GUIDELINES HEIDI HOUSTON Brand Communication 4
  32. 32. Questions? kaye@kayeputnam.com

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