WHO ARE YOU, TODAY?
CONTENT
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INTRO Orenda Brand Statement
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SENTIMENTS Opinions of Research Participants
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THE ORENDA WOMAN Our Target Customer
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REVEAL Products & Services
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THE MARK OF ORENDA Visual Identity
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CREDITS
With courage, hope and love, we embrace and celebrate inclusivity for all of our customers. Every woman is unique and we at Orenda believe that her lingerie should be no different. We strive to help women express themselves the way they want, by helping them understand their bodies better and offering customizable lingerie.
SHOPPING EXPERIENCE 55 women shared their experience when shopping for bras and underwear.
Sometimes you really like a certain design and want it in your size but there isn't one. Difficult to find the right bra size and no one can guide me either. Sometimes we need to have an expert’s opinion on choosing the best fit with regards to bra size. However I find most stores lacking in this area, and even if they did provide help, it feels impersonal. I am unsure of the accuracy when the salesperson recommends alternatives after they realise that they have ran out of my specific bra size (e.g. saying a 36C fits a 38B). The fit is not as I expected and returns can be problematic. Some of the times when you really like a certain design and wanted your size but there isn't one. Bigger sizes usually have lesser choices (design pattern). I do not know if I am getting the correct size.
SENTIMENTS
Undergarments can be expensive, and as we cannot try them, the tendency to purchase the wrong size is higher. At a store in NYC, where it was customised and I got fitted correctly for my size (30B). The affirmation that it is going to be comfortable, functional, and good looking. I had a pleasant experience when the shop assistant helped to suggest the type of bra that is suited for me. Comfortable undergarments are expensive. My best experience when buying undergarments was an online purchase. If in-store, I prefer it when a sales person is helpful but not pushy and intimidating. I feel awkward when shopping alone and having the staff asking me if I need help with choosing. No privacy in the shop space. Customer representative sometimes evaluate and take measurements openly.
Every moment is a positive one. I only shop for my bras and underwear when I'm alone because I like shopping for them at my own pace. Quality of the undergarments is important. It has to be comfortable. I enjoy my experience when I meet a salesperson who knows their stuff. Recommend good fits and very friendly. Not pushy. I know what I'm looking for. If I need help, I will seek assistance. Hence ambiance is important for my privacy. I enjoy having a friendly, non-pushy salesperson and finding items with nice designs in my size. I prefer privacy while shopping rather than have a sales person following and shoving in some random designs. I will ask for help if needed, if not, leave me alone. I am uncomforatable buying undergarments in a crowded area. Give me enough personal space.
I love brands that provides privacy during shopping and wide selections. Salesperson are not pushy but friendly; and they make you feel comfortable to stay as long as you want. I was shopping one day with my female friend, and because there was a birthday promotion, so we had an enjoyable time trying on new lingerie. I enjoyed it when I am shopping together with friends! Found a perfect cut that was flattering and had my size. Bought out two outlets of the same thing in 2 colours. It was a great shopping experience because the salesperson was eager to help! Bras are so expensive (abt SGD70+ each), so if the fit is wrong, I have to stick with it for a long time. The products are hung very closely together and the function is not highlighted (e.g. push-up bras should have a section to show it. Like supermarkets where their products are classified neatly).
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INTIMATE DECISIONS Common and challenging circumstances in which people plan their underwear around.
Colour of Outfit Life is full of colour, but a lime green underwear with a white, thin summer pants isn't the best idea. Participants felt that picking out matching and complementary lingerie colours is an important part of their aesthetic and would not compromise on it.
Activities for the day Silk looks and feels amazing against the skin, probably not the best choice for a rough and tough day of sports. Participants stated that they usually have their schedule planned out and the right outfit and lingerie picked out for what they were doing.
Tightness of Outfit Glam night out with the girls and rocking a tight outfit? You definitely want to steer clear off those visible panty lines. It seemed a matter of modesty for most participants that they did not want to be advertising to the public the shape, size and colour of their lingerie.
SENTIMENTS
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THE ORENDA WOMAN
IS QUIETLY CONFIDENT I am who I am. Not what people say I am. IS MULTI-FACETED I am a sister, a brother, a friend, a partner, a colleague, and more; I am more than a single definition. DOES NOT TAKE HERSELF TOO SERIOUSLY Oh right, I’m also a couch potato.
THE ORENDA WOMAN OUR TARGET CUSTOMER
THE ORENDA WOMAN
THE ORENDA WOMAN
THE ORENDA WOMAN
REVEAL WHO YOU ARE INSIDE PRODUCTS & SERVICES
UNLIMITED POSSIBILITIES It’s possible. No more worries about running out of sizing, each set is tailored for you.
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Measurements Size matters, so does shape and function. We will guide you though this process to discover your true bra fit! 2
Tell us your #bragoals What is your main task for this bra? Tell us and we will help you achieve your #bragoals! 3
Create your own world The possibilities are endless. No, really. Every season the Orenda team will come up with designs that you can mix and match to your liking to create a set of intimates that is unique like the woman you are.
REVEAL WHO YOU ARE INSIDE
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1 Size matters, so does shape and function.
REVEAL WHO YOU ARE INSIDE
True luxury comes with functionality. UNDERSTAND YOUR BODY
REVEAL WHO YOU ARE INSIDE
Find your Bra Size & Shape 1. Before you begin, remove your bra! To get accurate measurements, you must allow your breasts to hang naturally and not be bounded by a bra, clothing, or your hands.
2. Prepare the following items*: Flexible Cloth Measuring Tape
A Pen with Ink
A Piece of Paper
3. Head over to our website orenda.sg and follow the instructions. If you face any difficulties or are unsure at any point, you can ask us through the ‘chat’ button. Our official operating hours: daily 9am – 9pm. After 9pm though, you can try your luck to see if the Orenda night owls are awake.
*You can choose to sign up for our online newsletter to receive an Orenda Fitting Kit. The Orenda Fitting Kit comes with 1. a measuring tape specially produced by us 2. your own bra fit reference guide book 3. a complimentary bra fitting session with our consultants.
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2 Create your own world.
REVEAL WHO YOU ARE INSIDE
You are your own individual; as should your intimates be. UNLIMITED POSSIBILITIES
REVEAL WHO YOU ARE INSIDE
Customise your Set of Bra and Underwear
Back Design T-back design to go invisible under racer back tops.
Padding Padded, unpadded? Or one each?
Band Support Choose the colour that you like!
Band Support Choose the colour that you like!
The Cut Want a bikini, boyshorts, thong cut for the same fabric? Sure!
Mix and match to your preference!
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3 At your own time, at your own pace.
REVEAL WHO YOU ARE INSIDE
The balance of privacy & expertise, when you want it. ONLINE TO OFFLINE
REVEAL WHO YOU ARE INSIDE
Shop Anywhere and Anytime You Want
No more awkward lingerie shopping experiences. Everything is online so you can shop in the comfort of your home. Feel lost? We are just a click away.
No more running out of sizes for the designs that you really like. Our craftsmen only starts the sewing process after you have checked out your cart.
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THE MARK OF ORENDA VISUAL IDENTITY
OFFICIAL WORDMARK
Logo Our wordmark is the primary identifier for Orenda and is typeset in Nexa Slab Heavy. When used as a logo (and not embedded within text) the official vector logo should be used. The wordmark has been set with particular letterspacing, and should not be recreated by simply typing it. However, our name may be typed out when used in a paragraph of text.
Clear Space To ensure maximum legibility, a clear space should be observed around any variation of the wordmark. This space is determined by the wordmark’s cap-height, indicated by ‘x’.
THE MARK OF ORENDA
x x x x
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SECONDARY GRAPHICS This set of graphics have been created to help in telling the Orenda story.
The name Orenda is an Iroquois word. Borrowing from Iroquois mythology, the sun and the moon (and stars) were created from the face and breast of the Great Mother. Hence their appearance in the secondary graphics. The usage of the sun and moon also has another meaning. In French and many other romantic languages, the sun is male and the moon is female, while in German and other Germainic languages, it is in the reverse. This is used to represent not only the fluid duality of masulinity and feminity in every woman but also to remind us that there is not and cannot exist, a single global stereotype of feminity, as it changes from culture to culture and person to person.
THE MARK OF ORENDA
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BRAND COLOURS Primary Colour Our wordmark is primarily used in our Orenda teal. This colour has been chosen to evoke reliability.
Secondary Colours Two neutral tones have been selected for use in conjunction with our Orenda Teal. It is also acceptable to use the Orenda wordmark in any of the secondary colours if used on top of an Orenda teal background.
Monochrome Using the above mentioned combination in any situation is the preferred way to display our identity. The following monochrome usage should only be applied when reproduction methods are limited, such as black and white printing, and newspaper ads.
THE MARK OF ORENDA
Orenda Teal
Pantone 315C #003E52
C 100 M 70 Y 50 K 35 R 0 G 62 B 82
Orenda Brown
Orenda Beige
Pantone 4725C #957274
Pantone 475C #FCD6CE
C 40 M 55 Y 45 K 10 R 149 G 114 B 116
C 0 M 19 Y 13 K 0 R 252 G 214 B 206
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TYPOGRAPHY
The Nexa Slab family is Orenda’s primary typeface. The solid slab serif and geometric traits of its characters lends a strong, modern, yet quirky feel to the brand.
Nexa Slab Heavy
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890!@#$%^&*().,;:? Nexa Slab Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890!@#$%^&*().,;:? Nexa Slab Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890!@#$%^&*().,;:?
THE MARK OF ORENDA
Playfair Display Italics and Lucky Fellas Upright are Orenda’s secondary typefaces. The elegant Playfair Display Italics should be used when trying to evoke sophistication. It can be used for titles, headings and short stretches of body copy. Lucky Fellas Upright should be used only when lending a warm and friendly personal touch.
Playfair Display Italics
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890!@#$%^&*().,;:?
Lucky Fellas Upright ABCD EFGHIJKLMN OP Q R STUVW X YZ abcdef ghijk l mno pq r s t uv wxy z 0123456 78 9 0! @# $ %^ & *( ) .,;: ?
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THE MARK OF ORENDA
ORENDA BRAND BIBLE October 2017
Design and Printed by Kifa. Disclaimer: Pictures used in this publication are strictly for educational purposes. All rights reserved.
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