iNDEX
introduction concept
vision
mission
central values
functional values expressive values
the community
identity
WELCOME
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People who feel that they are not exclusively men or women but who have a sense of gender that’s beyond, or somewhere in between, the concepts of “man” and “woman” and who cultivate wardrobes and appearances that do not register as male or female, are often misconceived by society today.
Sonder is a unisex quirky brand for a new wave of non-conformist teens. We thrive to be the voice for these misunderstood individuals who are trying to discover themselves in a complex world and help them through this journey. In this brand book, you can explore the brand’s deeper philosophy, vision, mission and key values. Furthermore, you can discover the logo, the story behind it and the various playful hand drawn and photographic elements that visually translate the brand. The inspiration behind
Sonder came from looking at other unisex brands which only fulfilled the needs of a certain part of society because of their simplistic designs and monotone colours.
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THE CONCEPT
Looking at the beginning of our lives, we are born and put into little boxes with a label slapped on it, defining the lifestyle we “should” lead. In today’s society, the tables have turned and the “box into which we are born” no longer determines your existence. A person can show the world who they are in many different ways. Some subtle, and some not, but it doesn’t seem to matter because you have already been pegged anyway. It is the ‘not subtle’ part that I decided to explore in my brand.
Sonder tackles the misconceptions that male and female must dress differently because of their genitalia. While the biological differences are straightforward, the social and cultural aspects of being a man or a woman can be complicated.
A person’s sex does not always correspond with his or her gender. Therefore, the terms sex and gender are not interchangeable. Today more than 63 genders have been recognized and therefore we aim to break the barrier of gender by creating clothing that appeals to all. While most unisex brand clothing is very toned down, straight and curve less, Sonder fights these stereotypes and embodies the vivid, flamboyant and quirky side of people, enabling tight fitted as well as loose clothing. We aim to create a safe space for this community to come together and share experiences and ideas to make
Sonder a secure and relatable brand for people across the gender spectrum.
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“It is not about gender,
...it is about experience, leadership, and vision.�
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“Exploit the unique part of your identity that doesn’t fit into a category.”
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ViSiON
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MiSSiON
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“To increase social acceptance and defy judgement on extravagant gender fluid lifestyles.�
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OUR CENTRAL VALUES
Outspoken Unreserved in speech and freely expressing thoughts and feelings sometimes unconventionally.
Quirky Articulating thoughts and emotions differently and therefore standing out of the crowd in a beautiful way.
Non-conformist In order to dicover new things and experiment, you have to step outside what is concidered ‘normal’ and break the rules.
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OUR FUNCTIONAL VALUES
Diverse In line, shape, form, colour, tone and texture.
Dynamic Constant change, activity, and progress.
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OUR EXPRESSIVE VALUES
Zany Being unconventionally beautiful and avant-garde, the unexpected.
Curious Curiosity is a form of being confused. It is also the mood of questioning, or wondering how something could be.
Flamboyant If we want to be seen by society we have to be btrikingly bold and brilliant, breaking the boundaries.
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OUR COMMUNiTY
This community of outgoing and assertive teens both male and female are defying the norms of today’s society by exploring who they are through their appearance. No one can tell them what is right or wrong or pretty or ugly, they are free spirited and have their minds made up. They are not afraid to face the constant look of disapproval from society when making these bold choices.
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OUR INDENTITY
SONDER
[‘sɒndә] I chose the name Sonder because of the deeper meaning of the word which relates beautifully to the brand concept. In the “dictionary of obscure sorrows”, the definition is: “The realization that each random passer-by is living a life as vivid and complex as your own.” We tend to believe we are alone with our struggles in life, but
Sonder’s aim is to reassure and encourage people to share their problems which halves their sorrow.
C=60 M=90 Y=0 K=0
C=0 M=44 Y=100 K=0
C=100 M=0 Y=0 K=0
C=0 M=0 Y=100 K=0
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TYPOGRAPHY
PT MONO SIZE: 16pt abcdefghijklmnopqrstuvwxyz Avenir
SIZE: 9pt abcdefghijklmnopqrstuvwxyz
Both fonts are very simple and therefore compliment the complexity and chaotic elements of the brand.
THE LOGO
The logo is an abstract hand-drawn face which could be of a man or woman to accentuate the ‘unisex’ part of Sonder. Orange represents enthusiasm, fascination, happiness, creativity, determination and stimulation which are all important in our brand.
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