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Brand Manual designed for the jewelry company Pastiche
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Brand Overview
HistoryPastiche is a one girl band [or company], comprised by Audrey Castelo. The company focuses on the fabrication of one of a kind accessories as well as vintage clothing retail. The word pastiche is defined as “a musical, literary, or artistic composition made up of selections from different works”, which is exactly what each piece of jewelry that is made at Pastiche is. Resin cameos, Swarovski crystals, copper chain and various vintage components are incorporated to create a unique piece, special in its own way. Pastiche was born out of love for beauty and appreciation for old materials that have survived time.
Target AudiencePastiche customers also share that love for beauty and look for uniqueness in every aspect of their lives. They love color and are not afraid to be bold and edgy, whilst focusing on their femininity. Pastiche Vin-tage garments are carefully chosen and allow expression through style. Our costumers are fun, possess vi-brant personalities and their style is a mélange of color, patterns, crystals and metal. A Pastiche girl listens to all kinds of music, from T Rex and The Kinks to Animal Collective and Fiona Apple; she often shops at flea markets and enjoys a healthy but fun lifestyle.
trends/observationsThe hand made jewelry market has had a major boom in the last couple of years, mostly due to the growth of websites like etsy, pinterest and tumlbr. These websites accentuate the value of uniqueness and are very effective when it comes to selling to a client that aims to reach indivuduality yet follows fashion trends. There are many companies that started as a small project such as Pastiche that have gone [or at least tried to] become corporate, fading in the process. Pastiche prides itself in good craftsmanship, atten-tion to detail and seeks to reach out to customers that support small local businesses and care about the environment.
Client Observations Pastiche is an emerging company that has quickly gained recognition amongst the friends and peers of its owner. So far a few jewelry pieces have been sold and several custom orders are being processed. The vintage clothing retail side of Pastiche has been rather successful [sold at the Pasadena Rose Bowl Flea Market] and it’s proven that customers who shop for vintage do appreciate the careful selection of items provided by the buyer.
marketing materials
The company has been prepared for the online shop’s grand opening to distribute its product to other retailers. So far only Facebook and Instagram have been enough to get orders in from local and interna-tional customers. The vintage clothing has been particularly successful with Asian buyers and Los Angeles fashion-forward girls [and guys too!]. The marketing materials provided in this manual are designed to communicate the fun and light-hearted essence of the brand and to make the customer feel appreciated.
Brand attributesSince there are so many jewelry and vintage stores in the market, Pastiche’s identity was created with the purpose of attracting the customers attention and wonder when they see the enigmatic silhouette logo. The customer is drawn towards out of the norm art, yet wants to belong to an artistic community. The softness of the shades of pink used represent femininity and fun, and black represents boldness, sophis-tication and refined style. Pastiche products unapologetically make a style statement and simultaneously celebrate womanhood.
Brand Strategy
positioning platformThe difference between Pastiche and other jewelry/vintage companies is its sense of humour, and the ability to not take itself too seriously, hence the use of such unusual sillhouette as a logo. Audrey’s de-signs reflect a sense of playfulness and appreciation for good quality. Accessibility is key, which is why the website’s layout was made to provide an enjoyable shopping process for the customer. When physically placed in a shop, the boutiques should be small and located in hip districts accross the country to convey the message of singularity and exclusivity.
DeliverablesTo promote the brand, a thank you post card and round sticker with the logo will be included with every online order. Business cards will be available in boutiques and shall be given to customers upon request or under the sales associate’s discretion. Every item will be tagged using mini-cards and natural yarn. Such mini-cards include the online store’s web address as well as contact information for feedback and custom orders and are to be printed on matte paper.
GoalsThis manual was designed to consolidate all the pretty things that Pastiche stands for, and communicate them to its customers effectively. The simplicity of these graphics allows them to be placed successfully in every deliverable to get the attention of potential customers. The intention of the silhouette logo is to not give away what the company sells, to awaken the shopper’s curiosity and make them want to look more into the world of Pastiche.
Pastiche
pastiche X
C=15 M=72 Y=88 K=3
PMS=8923 C
C=0 M=0Y=0 K=100
PMS= Black C
Color Palette & Logo Variations
C=4 M=95 Y=69 K=30
PMS=199 C
C=4 M=95Y=69 K=0
PMS=710 C
C=5 M=39 Y=29 K=3 0
PMS=805 C
ribbonabcdefghijklmnopqrstuvwxyz
Lavanderiaabcdefghijklmnopqrstuvwxyz
Baskervilleabcdefghijklmnopqrstuvwxyz
Little Daysabcdefghijklmnopqrstuvwxyz
Typograph
y
Minimum size 20p [no maximum]Only to be used for title typographyNot for body copyTo be used on online banners [not exclusively]
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Minimum size 21pOnly font to be used inside the Pastiche logo
Minimum size 7.5pExclusive to bodycopyNot for title typographyMaximum size 50p
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Minimum size 10pOnly to be used for “Pastiche” and other titlesNot for body copyMaximum size 50p
**
*
**
*
*
KG Always a good timeabcdefghijklmnopqrstuvwxyz
Minimum size 10pOnline exclusiveMaximum size 50p
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Audrey Castelo
X
pastiche
Front Back
etsy.com/shop/[email protected]
213-300-4847
Vintage Clothing &
Custom Jewelry
Marketing M
aterials
Audrey Castelo
etsy.com/[email protected]
Custom Jewelry& Vintage Clothing
Front
Back
pastiche
post card(with online purchase)
business cards
stickers(with online purchase)
Front
Back
Stationary
large paper bag (clothing only)
Linen Bag(jewelry only)
Deliverables
Audrey Castelo
etsy.com/pastichevintage
Vintage Clothing &
Custom Jewelry
Front Back
Tags
Pastiche
Front
Back
T-shirt(online exclusive)
Website
PasticheAbout Press Shop ContactBlog
Online Store
