BRAND BOOK

SCANDINAVIANPURITY

Out of Scandinavia

ContentHand waSH

One handSqueeze

Scandinavian deSign

200 mlrefillable

WHAT IS THISBRAND BOOKABOUT?It’s about redefining an everyday routine. We have taken the essence of the Scandinavian design philosophy, pure beauty without compromising functionality, and transformed it into something different from the ordinary that’s now available to the many. Our soap dispensers are the first products in our portfolio to embody this philosophy.

This brand book explains our concept “Out of Scandi-navia” as well as our aspirations for the Scandinavian Purity brand. It shows how we are different from the rest and how we will express this clearly and consist-ently to all target groups, everywhere in the world.

Should you have any questions after reading this book, please don’t hesitate to contact us. We are more than happy to help.

We hope you enjoy working with our brand as much as we do.

Flemming HaahrOwner

OUT OFSCANDINAVIAIt’s time for everyone to experience true Scandinavian design in their bathrooms and kitchens. We have iden-tified three consumer trends that support our vision.

Our vision is brought to life through our payoff: Out of Scandinavia. It is based on a desire to

share unique Scandinavian design with the world.

COnSuMer Trend ONEPeople around the world love functional design

COnSuMer Trend TWOPeople know Scandinavia is famous for functional design

COnSuMer Trend THREEToday, either soap dispensers are standard and too conventional or expensive and inaccessible.

VISIONwe CreaTe unique SCandinaVian deSign and MaKe iT aVailable TO THe wOrld

STA

ND

AR

DD

ES

IGN

INACCESSIBLE

we create uniqueScandinavian design

we make it available

to the world

AVAILABLE

OuT OfSCandinaVia

Our first product is the result of three years in the making. We believe creating utter simplicity takes a lot of time and effort, and it’s a rigorous process where each and every detail has to add value to the way people live. Not all companies are successful in doing this. We are because we understand and appreciate our designers’ vision, and together we can fulfil it. These soap dispensers are designed by Jacob Jensen, the first of our many designers.

OUR CONCEPTTogether with Scandinavian designers we wish to challenge the ordinary. That is why we only work with the best designers whose unique designs promote the essence of Scandinavia.

We wish to bring the true feeling of Scandinavian life-style with all of its lightness and simplicity to everyone. Pure beauty without compromising functionality.

The payoff Out of Scandinavia encapsulates our vision. It tells exactly what we want to do: bring Scandinavia out into the world.

OUR PAYOFF

OUR BRAND CHARACTERS

OUR VISION

we create unique scandinavian design and make it available to the world

Out of Scandinavia

SiMpliCiTy funCTiOnaliTyValue fOr

MOney SuSTainabiliTy

design available

price

no drip

refillable

One squeeze

SiMpliCiTy

funCTiOnaliTy

Value fOr MOney

SuSTainabiliTy

BRANDCHARACTERSScandinavian Purity is built on a set of brand charac-ters, both tangible and intangible that tell different parts of our story. Together, they differentiate us from other companies and in the market.

SCandinaVian SiMpliCiTyStylish simplicity is the Scandinavian way, and our products represent the ultimate in sophistication. We eliminate the unnecessary and focus on what offers value to our customers.

SCandinaVianfunCTiOnaliTyOur products are highly functional, as we believe that is a prime feature in Scandinavian design. Consequently, we demand the very best functionality from our products so that they not only support, but also enhance everyday life.

SCandinaVianSuSTainabiliTyWe don’t want to make life more complicated. That’s why our products are ready for use the instant they are bought, and can be refilled again and again, leaving nothing to waste.

SCandinaVian Value fOr MOneyTrue to the Scandinavian value of equality, our competitive prices allow everyone to enjoy the tangible and aesthetic benefits of our products. They are timeless products that never become outdated.

OUR CORETARGET GROUPA strong and recognisable brand will put us in an ad-vantageous position in the future. However, to be top of mind among women, we must deliver consistent and impactful communication in the right channels.

We want to be present in the same channels as our target groups, and always relevant. We don’t need to be in all channels, simply those that enable us to maximise our impact, and primarily those that have a broad appeal to women.

SUPER PREMIUM

MAIN MARKET

DISCOUNT

AFFORDABLE PREMIUM

In all channels, we wish to be perceived as an affordable premium brand. We also want to capture market share from the super pre-mium and main markets, making our products’ luxury available to most people.

We will collaborate and work closely together with distributors that have a solid female customer base within bathrooms and kitchens. Furthermore, we will communicate directly to women 30+ with the purpose of creating traffic to our distributors.

Our apprOaCH Can be CaTagOriSed inTO THree SySTeMS: prOduCT, diSTribuTiOn and end uSer

PRODUCT SYSTEM DISTRIBUTION SYSTEM END USER SYSTEM

The product system allows us to match our products accord-ing to the needs in the market.

The distribution system incorporates how we distribute our products to ensure the end users have access to what they desire.

The end user system primarily includes women 30+ who have a preference for Scandinavian design.

Design boutique

Home interior

Homeware

Communication

Communication

Communication

Communication

OuT OfSCandinaVia

OURCOMPETITIVEPOSITIONINGA thorough review of competitor companies and offerings has led us to a better understanding of what it takes to create something new.

Our products are of unique Scandinavian design, but they are more than that. They are also affordable, which is quite the opposite of many of our competitors, whose products are either too conventional or too expensive.

By using our competitive advantages we can open up entirely new potential in the market through our position as the company with unique Scandinavian

design made available.

STA

ND

AR

DD

ES

IGN

INACCESSIBLE AVAILABLE

ExPENSIVE

CONVENTIONAL

A PUREBRANDWITH ACLEARSTORY

Our ViSiOnWe create unique Scandinavian design and make it available to the world.

Our payOffOut of Scandinavia

Our brand CHaraCTerSA brand is the identity of a company and its products. We have four brand characters that define Scandinavian Purity:

Scandinavian simplicity Scandinavian functionality Scandinavian value for money Scandinavian sustainability

AN INTERNATIONALBRANDOver time people have become more and more international, so it is more vital than ever to act as one brand to ensure consistency and impact.

Whatever stakeholder we are communicating to, the overall story and main messaging should always remain the same across all regional and interna-tional markets.

We want a centralised marketing approach that unites our entire organisation and distribution partners. This means that all com-munications from Scandinavian Purity should be homogeneous and have the same desired impact.

MARKET I MARKET II M

ARK

ET III

DISTRIBUTION DISTRIBU

TION

DISTRIBU

TION

END USER

END

US

ER

EN

D U

SER

SCANDINAVIANPURITY

Our vision leads our designers in developing new products to add to our portfolio, and ensures our customers always know what they can expect from our products.

All new product categories will be based on our philosophy to make luxurious design available to everyone. In adding new products to our portfolio, we select the very best Scandinavian designers to make this possible again and again. Our soap dis-pensers, designed by Jacob Jensen, are the first of many products to influence our brand over time.

Our prOduCT deVelOpMenT

OuR VISION leadS Our deSignerS TO CreaTe unique SCandinaVian deSign

Made aVailable TO THe wOrld

ONE TIME

HAND wASH

TwO THREE FOURPRODUCT PORTFOLIO:

BEAUTIFULINSIDE AND OUTIn order to stand out in the market, it is important that everybody working with the brand knows how it is expressed.

SCANDINAVIANPURITY

It’s about redefining an everyday routine. We have taken the essence of the Scandi-navian design philosophy, pure beauty without compromising functionality, and transformed it into something different from the ordinary that’s now available to the many.

We have made unique Scandinavian design available by looking at an every-day routine and perfecting it.

payoff

body copy

HeadlineKey visual

As the biggest text element the headline must create attention and its message always clear.

Our key visuals will always include a hand together with the dispenser in one of our four colours: red, black, grey or white. This is a way to catch the atten-tion of our target group and make them interested.

The payoff Out of Scandinavia connects all our communication elements year after year. It depends on the specific cam-paign as to where the payoff appears, however it should always come before the logo.

The body copy has to anchor the attention to the rational value and lead the customer towards our web-site or directly to our distributors.

logo

The essence of the logo is our name and it should be placed on a clear and elegant white space following the body copy. If there is no body copy, the logo should be placed after the headline and below the payoff Out of Scandinavia.

SOAP THATSTANDS UP AND STANDS OUTOut of Scandinavia

Key visual body copy

din, regular

Headline

din, Medium

payoff

din, light

logo

eps

Our communication platform must follow the guide-lines featured on this page. Elements could include ads, TV commercials, websites, social media and more.

scandinavianpurity.com