SleepOn brand book

Sleep On B2iE Zoe Joosten Ana Mendonça

table of contents WHY SLEEPON?..........................................................................................................01 VISION, MISSION AND VALUES.......................................................................02,03 TARGET GROUP (WRITTEN AN D VISUAL DESCRIPTON)................................04,05 CONSUMING IDENTITY BOARD.......................................................................06,07 MARKETING MIX............................................................................................................

PROMOTION..........................................................................................................10,11 MUSE.............................................................................................................12,13 PLACE...........................................................................................................................

PHYSICAL RETAIL.........................................................................................14,15 ONLINE RETAIL............................................................................................16,17 PRODUCT.......................................................................................................................

PRODUCT LAYOUT......................................................................................18,19 PRODUCT SPECIFICATIONS.....................................................................20,21 ON- PRODUCT BRANDING..........................................................................22 PRICE............................................................................................................................23 UNIQUE SELLING PROPOSITION...........................................................................24 POSITIONING MATRIX.............................................................................................27 VISUAL IDENITY.........................................................................................................28 DNA BOARD...............................................................................................................29

Why SleepOn? You are probably wondering, what on earth does SleepOn mean? Our name is based on the famous Slip-On design that we all know and love. Obviously sleep is a reference to the coziness of your own bed. It also refers to the word slipper.

How? Because it sounds the same! The On in our name simply stands for the ease of putting the shoes on. It is really as simple as that! No need for a complicated name when you have a product like ours.

01

vision:

SleepOn explores and celebrates the streetwear style through the lens of comfort. We believe in style and comfort as one! It’s possible to be daring and bold, without ever having to lose the sense of serenity.

mission:

SleepOn aims to push the boundaries of the concept of streetwear. We are dedicated to surpass physical comfort into something more, a mindset, that will seamlessly blend with our bold identity. By doing so, we will empower and encourage individuals to truly express themselves confidently and unafraid.

02

values: -

Bold- We are daring and outstanding in our designs and branding.

Charismatic- We share a very witty and lively personality.

Invigorating- We bring a fresh and different product to the market, as well as a modern perspective of the contemporary world.

Unconventional- We highlight a relationship between clothing and emotions.

Intimate- We establish a honest and personal relationship with our consumers.

Individualitty: We aim to inspire our costumers to feel confident about themselves.

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target group descrpription THE MOST LAID-BACK STREETWEARERS

Meet the “Most Laid-back Streetwearers”, a crew of Gen Z rebels, aged between 18 to 28 years old, embodying a carefree lifestyle.

Their style? Think comfortable-stylish fusion. Oversized tees, baggy jeans, graphic hoodies, beanies and sneakers or slippers. Brands like Carhartt, Stussy and Supreme are the holy grail, showing off their street-style love.

But its not just about looking good! Many of them are artsy souls, working within the creative field and envisioning a life thriving in the fashion, music and art industry, where they call the shots. Freelancing? Yes, please. Commitment? Nah, they’re allergic to that.

For them it is all about freedom, embracing “Do whatever you want” as their mantra. On a perfect day you’ll catch them sleeping until noon, eating the leftovers in the fridge and chilling with the boys either at their house, their friends place or the usual spot (the one covered by their tags). Their conversations always end up the same, the latest music drop from Travis Scott or the most recent collection from Stussy. Their social scenario consists in small daily hangouts with the same old friend group, ending with late night walks through the city streets, maybe with a drink or a smoke.

Among the chaotic lifestyle, they find their comfort in the sense of spontaneity and unpredictability. Love them or hate them, they’re unbothered. They thrive on that lowkey lifestyle so you wouldn’t know.

Overall, the “Most Laidback Streetwearers” are the definition of a carefree and laidback lifestyle.

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visual

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consuming identity board 07

from the bed to the streets 08

e v e r y step is a statment 09

Get ready to dive into the behind the scenes!

SleepOn uses several promotion strategies to catch your attention! We engage with you mainly through our social media platforms, Instagram and TikTok, where we will generate the coolest trends and communicate our values and intentions. Through our collaboration with Influencers and our exciting campaigns, we will spread our love for comfort and style. Picture it, Billie Eilish meets the ultimate Sleeper. But we are not stopping there. Our website is your go to for all the latest updates and details, and our small fashion shows is where the magic happens. Besides that, we will provide you with a seasonal podcast where you can immerse yourself into SleepOn’s behind-the-scenes. We promise, you will not want to miss it. SleepOn, embraces a witty and lively tone of voice and a charismatic and bold character, that resonates with you and strengthens our relationship. So, if you’re up for some action, join us on this journey!

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promotion promotion 11

muse

Nigel Xavier´s charm is the perfect match with our brand and we’re gonna show you why.

Nigel has that fearless approach to design and unique style as well as embodying a carefree spirit and attitude. He just has the “unbothered” vibe, and that makes him so damn appealing.

But why does he match perfectly with the “Most laid back Streetwearers”?

Well first, he’s not some distant celebrity, that seems to have an utopian lifestyle.

Nigel’s story of rising to the top through his own determination and effort, its something that it makes the gang inspired and hopeful. Besides that, he is all into that creative grind and freelance life, what else do we need to say?

The guy just checks all the boxes.

And yeah if the crew loves him, we’re all in.

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Nigel Xavier ,29 YEARS OLD, FASHION DESIGNER

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place PHYSICAL Dive into the ultimate experience at SleepOn’s Pop-Up stores! Spread around the world these events will be nestled in metropolises like New York, Los Angeles, Berlin or Amsterdam.

We are all about bringing the laid-back vibes to urban spaces, transforming warehouses into welcoming havens of organized chaos. You can specially find us in areas like Brooklyn Industrial City, LA Art District, Kreuzberg or NDSM wharf.

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Step inside our bold environment, that screams STREETWEAR! Our pop-ups may seem a bit messy but trust us its part of the charm! You can also count with a dark environment and a very strategic amount of lighting. Comfort is once again a main priority, so you’ll have plenty of sitting areas, amazing spots to try our sleepers ;). We will have a featuring wall with posters and some art, a DJ playing, and you’ll find around you a photographer with a Polaroid camera. So, SleepOn outside and swing by our Pop-up stores.

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ONLINE

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Welcome to SleepOn’s online Oasis!

Our website is personalized for you, offering easy access to a long range of categories.

From information about the brand to our unique Sleepers, we covered it all. But that’s not all!

We offer you data regarding our lookbooks, campaigns, fashion shows and exciting projects.

Need a break from browsing? Easy access to our podcast and social media is also available.

Our online environment reflects the daring spirit of our brand, with a witty and charismatic tone of voice that is as inviting as it is informative.

Wheter you’re shopping or seeking some inspiration, our website is the final destination.

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product layout

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product spe Combining the coziness of a slipper with the versatility of a sneaker, our Sleepers are the ultimate footwear for both indoor lounging and outdoor adventures. Seamlessly blending comfort and streetwear style, our products are crafted from the fusion of synthetic materials like leather, fur, rubber and foam.

SleepOn Sleepers are available in a specific range of sizes, approximately from 36-48 European Shoe Size. The product will be available with a variety of designs, colors, prints and patterns, and personalizing is available on the website. But it’s not only about the looks- Our Sleepers promise durability, flexibility and support within every step. Plus, our logo adds that extra touch of style to every product.

Honestly, comfort never looked so good!

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ecifications

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ON-PRODUCT B RANDING

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Positioned in the Mid-Market segment, SleepOn offers unbeatable quality and style at an average price range of 120€ to 280€. Catering to Generation Z individuals, our pricing strategy is design to make the products accessible and affordable without comprising quality. We are committed to relating with our consumers and ensuring that everyone can enjoy the joy of the SleepOn Sleepers.

price

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unique selling proposition If you still don’t know what our Unique selling point is by now, you clearly haven’t paid a lot of attention. We bring a brand new product to the footwear market, if that’s not a USP then we don’t now what is. But if you really want to know more here it is: We designed a shoe that you can easily slide into without too much hustle, with an inside that is supposed to provide comfort like a bed, and an outside that is designed to look like a sneaker so you don’t have to give up on style.

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positioning matrix

REGARDING OTHER FOOTWEAR BRANDS:

Alright, now lets break down where we stand on the footwear market.

On the top and higher scale between the most streetwear style and the most comfortable, surpassing the usual expectations of streetwear style and the comfort that its associated with, is where SleepOn is obviously positioned. But by now thats not a suprise.

Making us company up there, you’ll find Yeezy and The North Face, not so highly positioned but still delivering whats promised.

But what about Crocs and Vans? Well they are straddling the line between most and least streetwear style but both in the most comfortable side. We guess style versatility is their thing.

Meanwhile, Ugg and Birkenstock are holding in their own little corner. They are all about comfort but well, streetwear style is not a priority for everyone.

So yeah, here you have it, a funky and fresh view on the footwear scene.

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LOGO

TYPOGRAPHY DOUBLE BASS- REGULAR

FUTURA PT- EXTRA BOLD

FUTURA PT- BOOK

COLOURS

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visual identity

brand DNA

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