RUUPack Smart!

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This is a guide to our our brandbook

name 4vision and mission 5logo 6 trade mark 9slogan 10colors 11product design and future 12 market 16target group 17

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THE NAMEThe word “Ruu” is an abstract form of the word “roo” meaning kangaroo. “Ruu” sym-bolizes how the kanga-roo mother carries her baby in the marsupi-um, comfortable, func-tional and protected.

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VISIONThe Ruu vision is to make every day life easier. We make this possible by providing cases that carry your essential items for you - compact yet looking fabulous.

MISSIONOur mission is to provide the customers the perfect bal-ance of form and function. SLOGANThe Ruu slogan “Pack Smart” represents the smart phone era and the modern on-the-go lifestyle.

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LOGO The simplicity of our designs are also represented in the logo. The colors and forms being used (white letters on black squares) are aesthetically appealing and repre-sent our ideals of timeless design with a modern touch.

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RUU

RUUPack Smart!

This logo is to be usedas an inprint on all ofour products. It has toappear in black and white.

This logo is to be usedfor print ads, on packagingas well as for identification purposes.

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TRADEMARKIn order to confer Ruu a higher legal status,it will preliminary be marked as unregistered trade mark TM.

RUUTM

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The Ruu slogan Pack Smart! represents the smart phone era and the modern on-the-go lifestyle.It asks people to pack smart and offers the solution at the same time. Also the slightly ironic interpretation to “pack” a “smart” phone is intended. The font has to be DejaVu Sans ExtraLight.

OUR TYPEFACE. PRINT AND ONLINE.

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SLOGAN

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COLORSThe main colors representing Ruu are ‘Ebony’ black and ‘Ivory’ white.The traditional logo appears as Ivory letters in Ebony squares, the slogan in Ebony letters.

EbonyIvory

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PRODUCTRuu provides iPhone cases with a simple and timeless de-sign. What makes our product unique is the slit on the back-side of the case which allows the user to carry small items such as bills, head phones or credit cards, which creates a perfect balance between form and function.The cases are made of highest quality materials such as leather which gives just the right sense of sophistication and style. As the outside appears plain and sleek, the in-side is rather raw and soft, also to protect the smart phone's display.Our variety of colors range from grays and browns to ruby and black.To support the simplistic yet chic design, the company's logo will be engraved on the product.

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FUTURE PRODUCTSIn the future we might expand our product range to cases for different types of smart phones, the iPad and adjust the designs to our customers' demands.We can also imagine to co-orperate with other brands to provide even better products.

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material: leather

color samples:

color samples:

material: leather

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MARKETThe popularity of smart phones, in particular Apple's iPhone created a whole new market for phone cases.Despite the variety on the market, Ruu is the only an-swer to the high demand for cases that are fashion-able but also allow the user to carry small items at that.Distributing our cases online gives us the opportunity to act globally, however we will mainly focus on the Northern American, European and partially the Asian market.

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TARGET GROUPRuu's average customer is an iPhone owner age 20 to 35. His sense for functionality and his sense for style have an equal impact on his purchase decision.

Aleksandra TanibergTriin Pärnpuu

Laura SokolovskaElisabeth Verleih