New-tral
Brand Book
What is unique about the brand?
New-tral gives a fun and glamorous touch to neutral colored apparel
What are the products or
services the brand offers?
New-tral offers everyday neutral color statement pieces for women who love neutrals but don’t want to look basic. We carry everyday essentials like pants, skirts, dresses
What are the demographics of
the brand’s target audience?
Women that love fashion, care about shopping ethically and sustainably and like to stand out without being “loud”. The ages range from the 20's to late 30’s but anyone can wear our clothes.
How will this brand address
specific customer needs and
desires?
Our brand is sustainable we will only release a limited amount of clothes every few months. If an item is popular but is sold out we allow pre orders. Our packaging will be made out of biodegradable material, including shopping bags and online packaging. It’s our goal to make a positive impact in the fashion industry that is why we are also going to be transparent about where our clothes are made and by who. We care about the people that helped create our designs. Everyone will receive a livable wage and work in excellent working conditions.
What feelings do you wish for
the brand to evoke?
We want New-tral to evoke a luxurious feel, that gives women confidence and exclusiveness.
List ten potential brand names.
New-tral
Neutral
Neutre
Neutra
Achromic
Minimale
Minimo
Nude
Nue
Nuda
Where will the products
come from?
US and Italy
How will they be marketed?
Social media
magazines
What will the product cycle be?
four seasons
Font
How will anticipated
customer demand affect
purchasing decisions?
The customers tastes and preferences, income level, competition, fashion, and prices will all be taken into consideration when thinking of purchasing decisions based on customer demand.
How do customers access
products and make purchasing
decisions?
Customers will be able to access products in person at our brick and mortar location or delivered when purchasing online.
What colors best represent
the brand? Why?
Nudes and neutrals
to serve the purpose of meeting everyone's needs in basics and essential clothing
What fonts work well to
communicate the brand?
Color
What type of imagery best
communicates the brand?
Neutral colored tones and statement pieces. Space is minimalistic and inviting to allow the clothes be the spotlight.
Imagery
Logo Design
List 10 potential symbols that
could represent the brand.
Women’s face outline
Women’s silhouette
A flower
A hand
A sun
A rose
Leaves overlapping
Stars
Leaves
Circles
Logo Sketches
Brand Brief
Mission Statement
Follow your nudes for a complete wardrobe to feel most confident in your skin. New thinking, new neutral, neutral stands above the rest, create your own neutral because you can't beat being who you are.
Essential Character of Brand
The essential character of New-tral as a brand is the uniqueness of the products we carry at a affordable price point. As well as how us as a brand values inclusivity in our size range as well as the large range of different nudes so everyone can have a well matched shade.
Brand Attributes
New-trals brand attributes are fresh and trendy pieces with a high end feel.
Target Audience
As a brand new-tral’s target audience in women from 18-35.
Key Competitors/Competitive Advantage
Our biggest competitors are yeezy and Brandy Melville due to there neutral colors. Our competitive advantage is our more affordable price range compared to yeezy. Also new-tral as a brand is more size inclusive versus brandy Melville carrying mostly one size fits all pieces.
Vision Statement
We aim to include all shades of neutrals into our brand to match everyone's skin tone in order for everyone to feel included. This is important to our vision statement so that our brand can grow and appeal to everyone's needs in their wardrobes.
How will the design of your products deliver on the promises of the brand?
The design of our products will deliver on the promises of our brand because we hold ourselves to a high standard of leading the way in sustainability while also providing you wardrobe with the new-tral basics that are necessary for everyday lives.
Product Design
How would you describe the voice of the brand?
Our brand cares about our planet and its consumers. It’s our goal to make a positive impact in the fashion industry that is why we are also going to be transparent about where our clothes are made and by who. We care about manufacturing and consumerism in hopes to better the fashion industries future.
Bus Shelter Posters
Promotional Concepts
Social Media and Contest Giveaways
Social Media is a great tool for our business to gain exposure and awareness of our brand. Contest and giveaways allow us to require our followers/customers to tag a certain number of people in the comments or post our promo to their stories, to be entered to win.
Referral Discounts
This promo will include money that can be put towards a customer's next purchase for referring friends or promoting us on social media. Bringing new customers to our brand is always at the top of our list. Loyal customers are an essential tool to a successful business/brand.
Women's History Month
The month of March is a time to celebrate women. In this promotion, for the entire month of March, New-Tral will be offering free shipping. This helps with possible hesitations of people who don't complete their checkout, while also taking away that extra $5-6 shipping free that most people dread.
Women’s History Month Promotion
List 10 potential taglines for �the brand.
1. New thinking. New neutral
2. Neutral stands above the rest
3. New-tral is calling
4. It’s your neutral
5. You can’t beat neutral
6. New-tral for you
7. New-tral for you and me
8. Follow your nudes
9. Be New-tral
10. Better get neutral
Logo Signature
Brand Equity
New-tral provides the necessities for women that are your basic needs in any wardrobe, which is neutral colored attire that can be universal for any event, place, and time. Look no further for your go-to basics as we all need here to never have to say, “I have nothing to wear.” We hope that these necessary basic pieces provide your wardrobe the neutral change that it needed.