Love, Me Athleisure
Brand Book
By Caroline Crane
What is unique about the brand?
What are the products or
services the brand offers?
Love, Me Athleisure offers a wide range of athleisure, such as sports bras, workout tops, leggings, sneakers, shorts, etc., that can be customized or can be bought predesigned in stores.
What are the demographics of
the brand’s target audience?
The demographics for my brand are any women ages 18-45.
How will this brand address
specific customer needs and
desires?
There aren’t many size-inclusive athleisure brands, or many fully customizable ones at that. So, with Love, Me, women can find athleisure made completely customizable for them that will be made to comfort.
What feelings do you wish for
the brand to evoke?
I wish for Love, Me Athleisure to evoke feelings of body positivity, inspiration, and confidence.
Love, Me Athleisure is a women’s athleisure brand built for all body sizes. Love, Me is available online and in-stores. It’s one of the first athleisure brands that is completely customizable. If what you’re looking for can’t be found in our brick-and-mortar stores, you can go to our online store, where any product can be built to your preference.
List ten potential brand names.
Bold & Beautiful
Love, Me Athleisure
Be Positive
WORK Apparel
Love & Fashion
Forever Beautiful
Lounge & Go
Love & Body
Sugar & Spice
Let’s Go Athleisure
Where will the products
come from?
All products will be manufactured in our factories located in the United States. After the products are manufactured they will be sent to the customer or to our store fronts.
How will they be marketed?
Love, Me will be marketed using social media, magazines, and posters in coffee shops, yoga studios, gyms, malls, etc..
What will the product cycle be?
Styles and colors will change with each selling season: spring, fall, resort and holiday. The brand will maintain a select variety of staple colors to carry all year long, but each season will also introduce new colors.
Font
How will anticipated
customer demand affect
purchasing decisions?
Because products can be customized, it may take longer to receive, affecting purchasing decisions for customers if they want their products sooner.
How do customers access
products and make purchasing
decisions?
Customers will be able to access products and make purchasing decisions in Love, Me Athleisure stores across the country or on the brand’s website. Customers will also have access to a Love, Me Athleisure representative (in-store or online) if they need assistance.
What colors best represent
the brand? Why?
The colors that best represent the brand are white, orange, and pink. These colors are bright and fun, and they just have a good, positive energy and make others happy, and with the brand we want to evoke a feeling of positivity.
What fonts work well to
communicate the brand?
The fonts that work well to communicate the brand are the “Brittany” font and the “Poppins Light” font from Canva.com
Color
What type of imagery best
communicates the brand?
I want the imagery to communicate that the brand is an athleisure brand, but also a brand that promotes self confidence and self love.
Imagery
Logo Design
List 10 potential symbols that
could represent the brand.
1. Heart
2. Silhouette of runner
3. Flowers
4. Confetti
5. Dumbbell
6. Bicep
7. Love letter
8. Holding hands
9. Sneaker
10. Pineapple
Logo Sketches
Brand Brief
Mission Statement
Our mission is to make everyone, regardless of size, feel comfortable and beautiful in their own skin. We want everyone to be confident in themselves, and looking fashionable while doing it.
Vision Statement
To be the first fully customizable, size-inclusive athleisure brand, known for quality, comfort, and style.
Essential Character of Brand
The essential character of Love, Me Athleisure is passion. The brand is passionate about their products and passionate about someone feeling themselves and being confident.
Brand Attributes
Motivational, inspirational, fun, confident and joyful.
Target Audience
My brand’s target audience is women ages 18-45 , of any size, who exercise on a regular basis or just want comfortable clothes to lounge in.
Key Competitors/Competitive Advantage
Our key competitors include Hingto, Fabletics, and Nike.
Love, Me Athleisure’s competitive advantage is that we’re completely size-inclusive, meaning any of our products can be made to any size, while our competitors begin and stop at certain sizes. We can also make our products in a wide variety of colors and patterns, while our competitors have a limited variety.
How will the design of your products deliver on the promises of the brand?
Our products are designed to be completely customizable, so every women can feel comfortable and confident in her own skin.
Product Design
*Products available in assortment of sizes, colors, and patterns. Other styles and products are also available.
How would you describe the voice of the brand?
The voice of Love, Me Athleisure can be described as motivational and positive. The goal of the brand is to make all women feel confident about themselves, which needs a sense of motivation and also positive reinforcement.
Advertising Posters
Promotional Concepts
Yoga Event Promotion
This example shows Love, Me Athleisure promoting a yoga event taking place at one of their stores via street signs. This has potential for the brand to promote themselves, as well as their products, while engaging with customers.
Grand Opening Event Promotion
This example shows the brand promoting a grand opening event at one of their new stores via posters in public spaces.
Black Friday Promotion
This example is the brand promoting their Black Friday sale via social media. It’s always important for a brand to have a social media presence to reach a wider audience.
Promotion Examples
List 10 potential taglines for �the brand.
1. I love me, for me
2.I love me!
3. Be beautiful
4. I love me for who I am
5. Self confidence is always in fashion
6.Love me, love others
7. I am loved.
8. Love me, love my body
9. Self love & self confidence
10. I am self confident!
Logo Signature
Brand Equity
No brand will make you feel as beautiful or confident as Love, Me Athleisure. With all of our products being able to be made completely customizable, we’re there to make sure you look and feel your very best!