TABLE of Contents 1. BRAND PROMISE 2. BRAND JOURNEY 3. BRAND VALUES 4. BRAND ASSETS 5. BRAND COLORS 6. BRAND LOGO
7. BRAND FONT 8. BRAND LANGUAGE 9. BRAND HOUSE 10. BRAND POSITION 11. BRAND LIFESTYLE 12. BRAND COMMUNICATION
1
BRAND Promise
A PERFECT FIT. Dasia is fashionable footwear of functionality and comfort. Feminine influences and clean lines comes together in a practical but conscious design with the woman in focus.
2
BRAND
Journey
COMMUTER. Established in Sweden 2008 Dasia launched the first line of many collections of quality footwear striving to find the perfect fit. Made for the comfort of women who spend each day on the go but always ready for an adventure in style.
Think soft...
COMFORT
3
BRAND
QUALITY
SOFTLINE DASIA
FUNCTION
DESIGN PERFECT FIT
Values
THE BENEFITS. Form follows function in the essence of quality, comfort, and design. Knowing that women of all shapes and sizes wants to walk through everyday life looking and feeling their best, an extended line of shaft width sizes was developed along with a softer line for even greater comfort labelled ”think soft”.
Think soft...
CLASSICS
4
BRAND
BASICS
ROMANTIC DASIA
SIMPLICITY
NOSTALGIA FEMININE
Assets
THE PRODUCTS. Unique sellingpoints are earned by adding a feminine touch, the perfect fit, and soft lining for comfort. They are classical basics of simplicity, with added details of romance and nostalgia.
5
BRAND
PANTONE Metallic 8503 C
PANTONE Pastel 9224 U
PANTONE Solid 5473 C
C: 79 M:61 Y:47 K:47
C: 2 M:7 Y:12 K:0
C: 86 M:38 Y:42 K:27
R: 45 G:62 B:74
R: 247 G:234 B:220
R: 14 G:102 B:112
Palette
NORDIC LIGHT. White is the touchstone color and darker hues are reserved for adding accents. Pale neutrals, soft pastels, and romantic shades of pink, purple, and blue is the perfect comination. Burnished metallics like bronze or antiqued gold is also a favorite along with washed out denim or discrete patterns of tasteful flowers, stripes, or squares in tone to tone color.
6
BRAND
Logo
Conscious design with the woman in focus
7
BRAND
Font ITC KABEL STD MEDIUM.
ITC KABEL STD BOOK. EDWARDIAN SCRIPT ITC.
ABCDEFGHIJKLMN abcdefghijklmn OPQRSTUVWXYZ opqrstuvwxyz
abcdefghijklmn opqrstuvwxyz
8
BRAND
Language LOVE LETTERS The brand identity is communicated in a passionate manner using key values to reach out to an international audience. Messages of love, life, and happiness is quoted to inspire.
• DELIVERY -DIGITAL PLATFORM. -RETAIL STORES. • MISSION -THE PERFECT FIT.
9
BRAND
House
CHABBY & CHIC. The style is relatively simple to maintain. It is elegant with an economical flare for wear and tear. The design is both creative and resourceful. The look is romantic with a feminine appeal. Roses inspired by the garden and timeworn pieces are the perfect accessories.
• ESSENCE -COMFORT. -FUNCTION. • PRINCIPLES -DESIGN. • PILLARS -FEMININE. -SOFT. • FOUNDATION -QUALITY. • BEDROCK -SHOES.
HIGH QUALITY
10
HIGH PRICE
LOW PRICE
BRAND
Position
LOW QUALITY
WORKING CLASS HERO. With an ambition to enjoy all aspects of life in comfort and style she aims to find the best quality buys to fit both her wallet and personality. She enjoys keeping up with trends but prefers to remain within a comfort zone of classical references with added details.
11
BRAND
Lifestyle
A HOPELESS ROMANTIC. Nostalgia adds a vintage feel of femininity when needed. It allows for flexibility in everyday life as it can be dressed up or dressed down to suit any occassion in a modern world of busy schedules.
12
BRAND
Communication STORYTELLING. Notecards and moodboards of current trends in fashion and interior design are posted online in social newsfeeds to inspire creative minds alike to share a lifestyle.
#DFORDASIA
WWW.DFORDASIA.SE WWW.INSTAGRAM.COM/DFORDASIA WWW. FACEBOOK.COM/DFORDASIA WWW.TWITTER.COM/DFORDASIA