1. Brand Concept Abe & Gale is formed from the word Abigail, the middle name of our founder, which means the brave angel. Shannon witnessed the hardships of children living in the orphanage. Blind of their own future and lost their faith, the children are those whom Shannon Abigail inspired from to establish Abe & Gale. She yearns to move one’s heart especially the millennial. By starting Abe & Gale, she wishes to give back the children’s hope and faith through the contribution of their customer. How it Works: Consumer got their high quality products, which last their lifetime, and at the same time they save someone’s life. 10% of every products profit will be given to the needs of the children for their education and daily needs. 2. Vision / Mission Vision: - To empower the children with inspiration to live a better life. Mission: - Provide an elegant and bold look in our customer’s heart. - Exude a dauntless figure and feminine side of the customer. - Promote a liberal lifestyle and interaction relating to a better life for the children in orphanage - Gain personal attachment between the customers and their environment, thus promote sense of confidence and pride. 3. Brand Core Values -
Consumers get their exclusive craftsmanship products. Keeping close relationship between the brand and customer. Giving customer the best experience while and after shopping. 10% of every product sales will be given to the children for their education and daily needs.
4. Brand Essence -
Creative Elegant Bold Liberal Close Attachment with customers.
5. Brand Personality As the introduction states, “Abe & Gale is established from the word Abigail, in definition brave angel.”, that is our identity that serves our brand forward. In the midst of individuality era, we encourage the millennial to be dauntless and bold with a touch of femininity – our definition of a brave angel. 6. Tagline Be that Anonymous Angel
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