KYND STYLE GUIDE

CON T EN T S

B RAN D IN T RO D UC T ION

B RAN D I D EN T I TY

Are you looking for a sustainable and efficient way to carry everything to uni? Look no further, Kynd is a one-of-a-kind, hand-made crochet tote bag company. Focussing on supplying high-quality handmade totes solely designed for university students. We understand that there are many tote bags available, however, the patterns and structural integrity allow these totes to be a perfect option. The sturdy material caters for laptops, drink bottles, textbooks and more!

The three included colour ways provide the consumer with options that best represent them. The totes can be used in many situations as they are 100% recycled cotton, Kynd can take you to uni as well as the beach. The tote bags provide the consumer with peace of mind as they are affordable to purchase, sustainable and trendy.

MAR K E T RESEARCH

A handmade crochet tote bag stands out as a superior choice when compared to competitors producing fast fashion bags at a higher price point. Handcrafted with precision and care, each crochet tote bag represents a unique piece of art, showcasing characteristics and patterns, these are details that mass-produced bags simply cannot match. With a focus on durability and timeless design, they offer long-term value, outlasting their fast fashion counterparts. As well, owning a handmade crochet tote bag is more than just a fashion statement; it’s a symbol of conscious consumer choices that prioritise quality, sustainability, and ethical production.

T ARGE T MAR K E T

Kynd creates tote bags specifically designed for university students who often need to carry many items to class. The patterns of these totes have been carefully chosen to accommodate the needs of busy students, allowing them to easily stay organised.

Since university students serve as the main inspiration for these tote bags, the initial pattern includes special features that further enhance their usefulness. Additionally, the design of the tote bags incorporates a darker tone on the base, adding a stylish touch to their functionality.

Given the size and potential demand of this market, university students stand to greatly benefit from these totes, as they provide a durable and affordable solution to their everyday carrying needs. By offering a reliable and practical bag, Kynd aims to ease the minds of students and provide them with a reliable companion throughout their academic journey.

B RAN D P UR P OSE

The fast fashion industry has created difficulty for university students as they struggle to find suitable and high-quality bags. This issue is particularly prevalent on Griffith University Campus, where many students have started favouring tote bags over traditional backpacks. Recognising this gap in the market, Kynd has designed a range of tote bags available in different colours to address this problem.

The main purpose of Kynd’s tote bags is to empower consumers to make conscious decisions about their purchases and support sustainable options. By offering an alternative to the fast fashion industry, Kynd aims to reduce the negative environmental impact caused by excessive textile waste entering landfills. By providing sustainable tote bag options, Kynd hopes to shift consumer behaviour and encourage students to opt for more environmentally friendly choices.

Beyond the environmental benefits, Kynd’s overall goal is to alleviate the stress and tension experienced by university students on a daily basis. By providing a reliable and stylish bag, Kynd aims to solve the problem of students not having a good quality bag for their daily activities. This way, students can focus on their studies and other aspects of their university experience without the added worry of their tote failing to meet their needs.

Creating a sustainable tote bag brand not only helps address the issue of inadequate bags for university students but also contributes to reducing textile waste. By finding innovative ways to repurpose and recycle materials, Kynd ensures that their bags have a positive impact on the environment. By attracting customers who are looking for sustainable alternatives, Kynd not only helps reduce the burden on landfills but also encourages more sustainable practices within the fashion industry as a whole.

MISSION S T A T MEN T

Kynd’s range of different coloured tote bags serves as a solution to the difficulties faced by university students in finding suitable bags. Prioritising sustainability and offering conscious choices to consumers, Kynd aims to reduce the stress experienced by students and combat the negative environmental impact of the fast fashion industry. Through our efforts, Kynd hopes to create a positive change in the fashion industry while simultaneously providing students with high-quality, sustainable tote bag options.

COLOUR P ALE TT E

The included colour pallet directly relates to the hues used within the product line. The pastel and calming colours reflect current themes of being in trend. The distinctive colours harmoniously work together to create perfect colour pairs that can be mixed and matched.

TYP OGRA P H Y

Heading One

0.25pt Stroke 50pt Size

Heading Two 35pt Size

The typography used within the brand is consistent as it gives the responder a sense of familiarity. The employed font type is laid back and easily legible for both titles and body font. The warm and imperfect typeface directly relates to the overall perceived vibe of the product as it is handmade.

ROSA #EFCBCC

RUST #D7AC9D

ECRU #ECD1A1

BONE #F9ECCA

BLUSH #D7AC9D

MOSS #B2C8A4

B RAN D MAR K CONCE PT

The brand mark is an essential element for any brand’s visual identity as it communicates the brand’s values, messaging and general image. Employing the same colours used within the products and using a playful font combine to create a bold and well-balanced brand mark design.

Three main brand identity marks have been included to allow for the versatility of branding throughout the company. All included brand marks allow for effective use in a variety of formats, from swing tags to labels and social media avenues. The adaptability of the brand mark design is emphasised through the primary and secondary brand mark options. The inclusion of having; vertical and horizontal brand typography layouts will ensure that a clear understanding of the brand can be made.

MINIMUM SI Z E

CLEARANCE Z ONE

The minimum clearance zone is equivalent to 20% of the brand mark, this ensures that no other text or elements will interfere with the brand mark. The minimum clearance zone scales to each logo variation to allow for relative sizing and placement.

P RIMAR Y B RAN D MAR K

SECON D AR Y B RAN D MAR K

W A T ERMAR K

P RO D UC T I D EA T ION P RO D UC T ION P LAN

W EE K 03

• Product pitch - narrow down to one idea and take it further

• Ideate logistics (materials, construction, cost) Generate brand name ideas

W EE K 05

• Complete visual toolkit (colour pallet and font Further develop tote bag pattern and relfect on feedback

• Ideate moodboards for inspiration photoshoot

W EE K 07

• Finalise the product range (ensure tote patternes are correct and meet the breif

• Obtain all materials to construct the totes

• Look into brand applications

W EE K 10/11

Finalise brand style guide

• Finalise behnace look book

• Complete photoshoot

W EE K 04

• Create brand ideation - (brand purpose, target market etc) Experiment with the yarn and create a tote pattern

W EE K 06

• Research the market and find competitors

• Conduct serveys to understand the target market

• Complete a finalised brand mark

W EE K 08/09

• Construct all the totes

• Build an instagram

• Ideate the type of shots needed for the brand

W EE K 12

• Display final product range - Presentation

• Launch instagram

CONS T RUC T ION ME T HO D

Start with a 10mm hook and reclaimed 100% yarn. Create a slip not will allow for the starting point of the tot bag.

Firstly chain 22 for the base of the bag. Complete this step by placing yarn over the hook and pull through.

From the baseline, single crochet 8 rows. Insert the hook into the second chain, yarn over and pull through.

Truning to the side, single crochet along the whole exterior border. This will build the height of the tote.

Single crochet around the edge. This will ensure an even start to the next round.

After completing a few rounds the tote will start to take shape. Working up the tote until the yarn runs out.

Once the 20 rounds are completed, attach the new colour by knotting the ends together.

Continue creating rounds with single crochet stitches.

Finishing the final round, stitch in 8 single crochets then another 3 to start the strap. Continue for 35 rows of 3 stitches to grow the length of the strap.

Once all 35 rows are completed, attach the strap to the bag exactly 8 stitches from the initial start of the first strap. Single-stitch the strap to secure it to the base.

Once completing the first strap, repeat on the other side with the same measurements and calculations.

TWO TONES ALLOW FOR VISUAL INTEREST

TESTED STRAP LENGTH WILL STRETCH THE PERFECT AMOUNT

SEAMLESS HANDLE JOINS

NATURAL MATERIAL IS SOFT AND WASHABLE

THE HOLES ALLOW FOR BREATHABILITY

SUSTAINABLE RECLAIMED YARN

THICK HANDLES TO ALLOW FOR COMFORTABILITY

SQUARE BASE ALLOWS FOR EFFECIANTE SPACE WHEN PACKING

The ideation behind my brand name is that my products are kind to the planet as they use 100% recycled cotton yarn. Ensuring that the material that I construct my tote bags is essential as it is such an integral component of the brand’s messaging. The ‘Y’ in kynd stands for yarn as this is the only material used within the brand.

P RO D UC T RANGE

P ROMOT IONAL A PP LICAT IONS

B RAN D A P LICA T IONS

INS T AGRAM IMAGE LI B RAR Y

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