Haven

HAVEN CORNWALL

CONTENTS 4 - INTRODUCTION 5 - OUR MISSION 6 - VALUES 7 - PERSONALITY 8 - CUSTOMER PROFILE 9 - BRAND MARKS 10 - LOGO GUIDELINES 11 - FONT PACKAGE 12 - PHOTOGRAPHY STYLE 16 - VIUSAL BRANDING 17 - PROMOTION - SOCIAL - PACKAGING - TAGS - RETAIL

INTRODUCTION This brand book is an introduction to Haven. It’s here to reflect the process of Haven’s aesthetic while introduing our voice and ethos through the use of communications and design.

OUR MISSION Since our launch, our ethos has been to build product for purpose, that lasts, we are driven by a passion for innovation & transparency. We Invest our community with our brands values of accountability & sustainability.

VALUES VALUES VALUES

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Our passion for core purpose of accessibility and reliability, gives us courage to reach beyond our comfort zone to try innovative and unconventional ideas.

We’re commited to be dependable to provide product to it’s best ability of functionality and long life.

We view honest failure as a learning opportunity for the future while our attention to detail continues.

Being an open-minded fashion brand allows us to take accountability seriously, taking opportunities to the next level in which they benefit the customer and product.

VALUES VALUES VALUES VALUES VALUES VALUES VALUES VALUES VALUES VALUES VALUES VALUES VALUES

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Innovation is what we strive for, we pioner to take encouraging leaps and to make difficult decisions to better ourselves as a brand in order to help ocean conservation. Our community allows us to help and inform newer customers on the issues with waste within the ocean.

Personality

Havens personality brings out excitement and sophistication with a touch of innovation. Haven’s personality allows innovation to feel comfortable, allowing sophistication to become creative and excitement to become passion.

Customer Profile A free person Fun Eco conscious Creative Groovy Tranquil Harmonious Coordinated Peaceful Entertaining Innovative Hip

a

Imagery is a key element for our brand essence. Using this as our way to express our values and personality as a brand. We champion for creativity and functionality, therefore showcasing this continues to reflect our ethos.

STYLE STYLE STYLE STYLE STYLE STYLE STYLE STYLE STYLE STYLE STYLE STYLE STYLE STYLE STYLE

PHOTOGRAPHIC STYLE

STYLE STYLE STYLE STYLE STYLE STYLE STYLE STYLE STYLE STYLE STYLE STYLE STYLE STYLE STYLE STYLE

BRAND BRAND MARKS MARKS AND AND TYPOGRAPHIC LANGUAGE LANGUAGE

On the products, the labels will just spell ‘Haven Cornwall’ while embroidered on the sleeves of products etc will have the sail language will also spells out ‘Haven’.

ORIGINAL LOGO DON’TS

Do not rotate logo

Doesn’t include coding

Do not illiminate white space in Cornwall

Do not use lowercase

*Colour palette is kept minimal - creates distinctive brand identity, sets the tone and aesthetic *unlimited space around the logo *Typography is very minimal, all uppercase. All within the same baseline & x-height *’Haven’ is larger than ‘Cornwall’ - Haven being the main logo *Haven is named after the local port in Falmouth. *Logo 1 is coloured a dark naval blue

GUIDELINES GUIDELINES GUIDELINES GUIDELINES GUIDELINES GUIDELINES GUIDELINES GUIDELINES

GUIDELINES

GUIDELINES GUIDELINES GUIDELINES GUIDELINES GUIDELINES GUIDELINES GUIDELINES GUIDELINES GUIDELINES

FONT PACKAGE

Helvetica Neue Bold 116pt

Helvetica Neue Light 51pt

C = 100 M = 89 Y = 39 K = 41 C = 0 M = 99 Y = 91 K = 0

ORIGINAL LOGO USAGE 1

2

3

5

4

6

7

HAVEN CORNWALL 1

2

3 4

5

6

7

8

9

10 11 12 13 14

VISUAL APPLICATION OF BRANDING

PROMOTION

PACKAGING

TAGS

EMBROIDERY The embroidery is key to the products of Haven since the use of code language is used to inperperate the logo - for the customers to understand the deeper meaning.

RETAIL

Haven’s products will be sold only in retail as we believe the experience in store in more important for the customer and the personality of the brand. The retail experience allows the customer to be further exposed to the excitement of customer satisfaction.