Issuu on Google+

BRAND BOOK Year 2014


7SHORES BRAND BOOK - CONTENTS

CONTENTS

1.0_Brand Overview 2.0_Brand visual identity 2.1 Logo Introduction Primary Secondary 2.2 Color Palette Introduction Primary Secondary 2.3 Typography Overview Typeface introduction Typeface weights

4.1 Website Tone of the voice Stories Ambassadors Online Shop 4.2 Facebook Introduction 4.3 Other social medias Instagram Pinterest Google + Twitter

5.0_Merchandising

3.0_Numbers

Windows Promotions

4.0_Website and social medias

6.0_Collection

6.1 Fabrics

Bamboo Hemp Organic cotton Viscose Rayone 6.2 Products highlights


7SHORES BRAND BOOK - BRAND OVERVIEW

1.0_ BRAND OVERVIEW Born under a wandering star, 7shores is about travelling the seven shores of the seven seas in search of adventures about being lost from care in your own slice of heaven. Over the past decade, 7shores has naturally evolved into a modern independent eco-friendlier brand. 4

We, as a nature inspired surf and outdoor apparel company, commit to leave a lighter footprint on the planet in developing more sustainable ecofriendly and timeless quality products. Life. Style. Travel. In the quiet sophistication of natural organic clothing. Organic clothes are tied up to nature, both to the earth and to the people. Today the inherent softness of organic clothing flow in every 7shores lines.


7SHORES BRAND BOOK - WEBSITE

3.0_ WE ARE { 7SHORES STORY } 7shores was created by a true traveller who has explore the 7 shores and the 7 seas. From Africa to Western Australia, our long time explorator finally setted down in Indonesia, Bali where he raised 7shores amongst the most beautiful places of our planet.

Our ambassadors take you to unexcpected places, always close to the elements either they are surfers, sailors, photographers or true spirited vagabonds. Their stories are shared on our website and social medias. Our goal is to inspire travellers through beautiful clothing and pictures from all over the world.

Something soon happened. Our long time adventurer became deeply connected to his environment and believed his brand should 7shores, Inspiring travellers since 1991. contribute to its protection. Today, 7shores aims at producing garments in the quiete sofistication of natural organic clothing to leave a lighter footprint on the planet. _ { OUR MISSION} Our collections offer natural and modern lines to those willing to bring modernity into their wardrobe while respecting the environment.

1_ Our values

Eco-friendly Nature Inspired Adventurous minds Sophistication Modern simplicity


7SHORES BRAND BOOK - BRAND OVERVIEW

3.0_ NUMBERS { TARGET } Men (68%) Women ( 32%) Under 25 years old (22%) From 25 to 40(68%) Above 40 years old (10%)

{ NUMBER OF STYLES INCREASE }

Surfers and boardsports praticants (39%)

732 SKUs

2013

Travelers, people traveling at least 2 a year overseas (58%)

{ GEOGRAPHIC IMPLEMENTATION }

1 005 SKUs

2014

Other sports praticants ( 61%)

525 SKUs

2012

3 CONCEPT STORES

{ SALES INCREASE FROM 2012 to 2013}

sales increase

+46% { ECO-FRIENDLY FABRICS }

BAMBOO

HEMP

ORGANIC COTTON

VISCOSE

regenerated cellulose fiber


7SHORES BRAND BOOK - WEBSITE

{ UNIQUE PRODUCTS }

{ BEST SELLING CATEGORIES}

Shirts 8%

Bamboo Tees Walkshorts

BEST SELLING CATEGORIES

10 %

39%

MEN

100% BAMBOO TEES

100% BAMBOO DRESSES

UNIQUE DESIGNS BOARDSHORTS

Organic cotton tees 14 %

Bottoms

Boardshorts

8%

29 %

{ STRONG ENGAGEMENT IN SOCIAL MEDIAS } Organic cotton tee

10 %

Dresses BEST SELLING CATEGORIES

34 %

WOMEN

Bamboo tees 14 %

Fashion tops 23 %


7SHORES BRAND BOOK - VISUAL IDENTITY

8 1.0_ BRAND GUIDELINES These are our brand guidelines which explain how to use our new visual identity with confidence and clarity. Our guidelines have been designed to ensure consistency withing our brand, helping to create strong, recognizable and innovative communications. The following pages demonstrate the flexibility within the 7shores identity and should be used to inspire and motivate our creative team and partners. Our unique identity, natural color palette and typographic style creates a distinctive framework for our brand which helps us stand out from our competitors.


7SHORES BRAND BOOK - LOGO

2.1_ LOGO { INTRODUCTION } The 7shores logo is an important asset to our organisation and should serve as a foundation to all our visual communications. The logo consists on a handwritting part and a rounded palm which portrays a traveller tree. The logo symbolisis the hand writting of a traveller, stamped by the travellers tree palm, like a post stamp. To maintain a strong brand image it is important that the logo is always applied consistently, wherever it appears. It should never be manipulated or distored. It’s color, position and size are all specified in this document. 1_

2_ 2x x 1x

1x 2x

1_ Corporate logo

2_ Clear Space`

This logo is the corporate logo. please refer to this specific colors when using our corporate logo: Black C:0/M:0/Y:0/K:100 RVB:0 Green: C:55/M:0/Y:100/K:0 RVB:128/195/60

Please observe the clear space around the logo to maximize visual effectivenes. Nothing should intrude into this specified clear space.


7SHORES BRAND BOOK - LOGO PRIMARY

2.1_ LOGO { PRIMARY } 3_ 1_ RVB: 53/104/52 CMYK: 80/36/98/27 Pantone: 18-6330TPX

10

2_

RVB: 144/177/61 CMYK: 49/15/100/1 Pantone: 18-6330TPX

Black

1_ Logo + Caption

3_ Color variation

The caption “Inspiring travellers since 1991” can be aded to the corporate logo when needed.

This color variation is a green palette gradiation. This logo is used when our ecofriendly values need to be highlighted.

2_ Dark background Prefer white logo on a black or dark background.


7SHORES BRAND BOOK - LOGO

2.1_ LOGO { SECONDARY }

1_

2_

3_

1_ Palm logo

2_ Crossed logo

The palm logo can be used on graphic designs that are already part of a branded document. ex: on top of a picture within a catalogue, a visual for internal use, a facebook post... The palm logo can not be used alone for an advertising campaign or an outdoor visual.

This logo emphasis the core values of 7shores by portraying the four cardinal points. This logo is mainly used on product’s tags and may be used as an additional graphic element for printed designs.

3_ Crossed logo and caption The caption ad an extra value and focus on 7shores missions and values. This logo can be used as an additional graphic element for printed designs.


7SHORES BRAND BOOK - COLOR PALETTE

2.2_ COLORS AND TEXTURES Our brand is underpinned with a color and texture palette designed to be fresh, natural, eco-friendly, modern and distinctive. Different combinations of colors can dramatically change the tone and apparance of a document so it is important to consider how they will work together. 12

To help achieve greater brand recognition it is important that our color palette is applied consistently.


7SHORES BRAND BOOK -COLOR PALETTE

RVB: 35/49/23 CMYK: 73/53/89/67 Pantone: 19-0315 TPX

RVB: 144/177/61 CMYK: 49/15/100/1 Pantone: 18-6330TPX

RVB: 53/104/52 CMYK: 80/36/98/27 Pantone: 18-6330TPX

The Kraft texture can be used for our communication to emphasis our eco-friendly values

The tan color should be used as a complimentary color only. This is not a main color of 7shores visual bidentity

RVB: 169/129/103 CMYK: 32/48/61/7 Pantone: 16-1334TPX


7SHORES BRAND BOOK - TYPOGRAPHIE

QUIKSAND

2.3_ TYPOGRAPHY

14

is our corporate typography. We use it in many different weights.


7SHORES BRAND BOOK - LOGO

QUICKSAND BOLD is our headline weight QUICKSAND LIGHT is our second headline weight QUICKSAND BOOK is our body copy weight Helvetica neue is our second body copy weight

2.2_ TYPOGRAPHY { INTRODUCTION } Typography is a key element to communicate a unified personality for 7Shores. We have selected QUICKSAND as our main font. Quicksand is simple and clean, yet it is really modern. We use 3 weights of QUICKSAND: Bold, Book and Light. Helvetica can be used as a substitute for body copy. Typography shouldn’t be overlooked as a key element within our toolkit. Underscores and brackets should be used to denote a title or a caption to ad personality to the layout. When writing headlines use QUICKSAND CAPS in either BOLD or LIGHT weight. When using QUICKSAND for body copy use sentence case and BOOK weight. It is important to adhere to the leading, tracking and text arrangement specified in this document to help achieve branding consistency throughout.


7SHORES BRAND BOOK - WEBSITE

16


7SHORES BRAND BOOK - WEBSITE

3.0_ WEBSITE

1_ website For complementary information on our website and online shop, read our website and online shop books. Visit www.7shores.com

{ COPY AND TONE OF THE VOICE } Our copy and tone of voice is has a major role in our social medias. Our signature writing is warm and welcoming and we know when to speak from the heart.

{ AMBASSADORS} Every Ambassador owns an online profile on our website. The latest profile is highlighted in the home page slideshow.

It is important to engage our custommers with a dynamique and modern tone of voice to be closer to our followers. _ { STORIES} 7shores traveling’s spirit is underpinned by strong stories, portraying our ambassador’s adventures around the globe. The website design mimic a traveler’s notebook and requires consistent updates, revisions and modifications to maintain a fresh layout. 7shores marketing team select the stories display on its website with a strong will to create engaging content, interesting, up to date, accurate, on-brand and most importantly relevant and valuable to our audience. _

It is important to have a strong and coherent copy on every rider, as well as selecting effective pictures to illustrate their profile. Pictures should show as much 7shore’s products as possible and draw attention to the ambassador’s performances and lifestyle. _ { ONLINE SHOP } Each new collection is uploaded on our onlineshop. It is important that the styling of the products displayed fit the core values of 7shores. To maintain a strong brand image it is important that every artworks on the online boutique always follow the guidelines from the brand book.


7SHORES BRAND BOOK - FACEBOOK

18


7SHORES BRAND BOOK - WEBSITE

OUR FACEBOOK IS INTERACTIVE AND VISUALY ATTRACTIVE We use different sizes of posts ( regular sizes and highlighted posts) We engage our followers with facebook games

4_ FACEBOOK { INTRODUCTION } Facebook is still holding onto its crown as king of social media,we are reaching international followers with the same aspiration as the brand and we must provide consistent and interactive content. Facebook’s main benefit over the other networks is its balance between text and photos. The News Feed is designed to show off both formats equally well, so that we are able to display and share information with our fans in the most effective way. It is therefore important to balance our posts in term of content and design to make our facebook attractive to our target. We also use consistent and accurate “#” and “@” to best promote our brand over Facebook. With more than 1 billion people using the network each month, it is important to keep a consistent brand identity. 1_ Facebook For complementary information on our Facebook read our Facebook document or visit: www.facebook. com/7shores


7SHORES BRAND BOOK - FACEBOOK

20


7SHORES BRAND BOOK - WEBSITE

3.0_ OTHER SOCIAL MEDIAS

1_ Social Medias Visit 7shores_clothing on Instagram Visit 7shores on Pinterest Visit 7shores on Google+ Visit 7shores_official on Twitter

{ INSTAGRAM } Every pin are in ligne with 7shores brand values and 7shores shares his vision of a travaller’s life on his identity. Instagram. We use pictures following a simple rule: Inspire travellers. Every copy should follow this structure: Camel - Ambassador - 7shores Found on www.7shores. We always choose photography that as a point of view. com When posting, we mind wether the picture evoke any _ emotion. We are aware our pictures must portrays the { GOOGLE + } 7shores values at its best. We are on google + and posting constistent and engaging content to our followers. Our copywritting is warm and engaging and we tell the story of the picture for every post before using accurate _ and consistent “#”. { TWITTER} Twitter relays our Facebook posts everyday to spread our _ news across all social medias platforms. { PINTEREST} 7shores has 6 boards: _ { Inspiration 7shores } _ { Ambassadors 7shores} _ { SS13 7shores} _ { Quotes 7shores} _ { Places 7shores} _ { We were here 7shores }


7SHORES BRAND BOOK - MERCHANDISING

22


7SHORES BRAND BOOK - MERCHANDISING

DRAW ATTENTION WITH GRAPHIC WINDOWS AND SMART PROMOTIONS

4_MERCHANDISING { INTRODUCTION } 7shores merchandising is a key asset to our organisation and we believe it should be modern and draw attention to our core values and modern collections. We use graphic stickers to highlight our windows and create a visual story around our brand from the very frontage of our shops. Promotions are runing every two to three months to offer our custommers different ways to discover our ranges and our products. It is important to accent “free products� promotion for our clients to dicover new products of our range. To guide our partners we designed a marketing visual book. These guidelines have been designed to ensure consistency withing our merchandising strategy to support our strong and innovative brand. 1_ Merchandising book For more information on our Merchandising strategy, read our Merchandizing book.


7SHORES BRAND BOOK - PRODUCTS

BAMBOO

24

HEMP

1_ BAMBOO

2_ HEMP

Bamboo fabric is exceptionally soft and light, almost silky in feel. This makes it breathable and cool to wear. It is also incredibly hydroscopic; absorbing more water than other conventional fibres such as cotton and polyester.

Hemp fiber is one of the strongest and most durable of all natural textile fibers. Products made from hemp will outlast their competition by many years. Not only is hemp strong, but it also holds its shape, stretching less than any other natural fiber. Due to the porous nature of the fiber, hemp is more water absorbent, and will dye and retain its color better than any fabric including cotton. This porous nature allows hemp to “breathe,� so that it is cool in warm weather.

Bamboo is also very sustainable to grow as it does not require the use of pesticides and grows very quickly in favourable conditions.

ORGANIC COTTON

3_ ORGANIC COTTON Organic cotton is cotton that was produced without the use of synthetic fertilizers or pesticides It is grown without any fertilizers, pesticides, herbicides or fungicides. These are toxic chemicals that pollute the earth and are toxic to the human body.

VISCOSE

4_ VISCOSE Viscose Rayon has a silk-like aesthetic with superb drape and feel and retains its rich brilliant colors. Its cellulosic base contributes many properties similar to those of cotton or other natural cellulosic fibers. Rayon is moisture absorbent, breathable and comfortableto wear.


7SHORES BRAND BOOK - PRODUCTS



Ss14 Brand Book 7shores