frankly brandguide web-v2.5

Grown in the real worldfor your wild life.

Contents.

What is Our business model and how the FIND LAB works.Our mission statement and brand values.What our consumer looks like.How the baselayer market is distributed.Our product philosophy.How we plan to market our brand.

Frankly.What is it?

So what?

Frankly® is a natural fibre performance garment brand and is the result of an idea that was generated out of a growing market need for performance from natural fibre based fabrics which ultimately meant that products could be comfortable, wicking, non-smelling and sustainable.

Business Model.

Frankly® is set up as part of Frankly Industries PTY Ltd which are based in Australia. There will be 3 divisions, Australasia, Europe and The Americas.

melbourne

london

usa

Target Distribution.

Focus markets. Australia / New Zealand / UK / Germany / Austria / France / Switzerland / Italy / Canada / USA / Benelux / Scandinavia / Spain / China / Japan / Russia / Iceland / South Africa / Argentina / Eastern Europe.

Distribution.

Year 1–3.Australia & New Zealand, UK, Germany, Austria, France, Switzerland, Italy, Holland and Canada.

Year 3–5.Australia & New Zealand, UK, Germany, Austria, France, Switzerland, Italy, Holland and Canada. Benelux, Scandinavia, USA, Far East.

Year 5 onwards. Australia & New Zealand, UK, Germany, Austria, France, Switzerland, Italy, Holland and Canada. Benelux, Scandinavia, USA, Far East. Spain, Russia, Iceland, South Africa, Eastern Europe.

Brand Direction.What we want to do and how we want to be.

To create inspiring performance product using innovative natural fibres and responsible design ethics whilst embracing a spirit of adventure, respect and fun.

Key Brand Objectives.

01 To innovate product within performance categories and to make Frankly® a credible standalone brand.

02 To be the only consumer brand to use NeobiTM within the consumer market.

03 To develop the Frankly® brand name across multiple sports and leisure categories.

04 To conduct business responsibly.

05 To develop the business initially from the UK and Australia and then to expand globally in relevant market areas.

Categories.

Frankly® will be relevant to the following leisure and sports activities:

Mountain Sports / Cycling / Golf / Hiking & Backpacking / Exploration / Running / Walking / Climbing / Football & Rugby / Training / General Training / Street Sports / Urban / Commuting / Military / Workwear /

Refer to Neobi® diagram in Neobi® section that recommends the weights per activity.

Brand Values.

Friendly.Fun.Youthful.Urban Outdoors.Lo-fi Performance.Simple.Authentic.Unassuming.At ease.Longevity.Natural. Sustainable.

Brand Values. Friendly, Fun and Youthful.

Brand Values. Urban Outdoors.

Brand Values. LoFi Performance.

Brand Values. Simple. Authentic. Unassuming. At ease.

Brand Values. Longevity.

Brand Values. Natural. Sustainable.

Our Consumer.Who buys us.

Our Consumer.

We don’t want to talk about our consumer in terms of age, gender and occupation.

We would like to say our consumer is about attitude.

Youthful Attitude. Intelligent mindset. Understands what is going on in the World. Knows about quality. Wants to have fun. Loves to be outside. Likes the simple things. Quite cool.

The Consumer. The Guys.

The Consumer. The Girls.

The Consumer. Urban movers.

The Consumer. Wilderness groovers.

The Consumer. Wilderness groovers.

The Consumer. The Great Urban Escape.

The Consumer. What do they buy - Guys

I am Electric.

The Consumer. What do they buy - Girls

Baselayer Market.A snapshot of what is around.

Baselayer Market.

How it is constructed. Australia A$.

Baselayer Market. Merino competitors.

Icebreaker.

Baselayer Market. Merino competitors.

Smartwool.

Baselayer Market. Merino competitors.

Rapha.

Howies.

Baselayer Market. Merino competitors.

Baselayer Market. Merino competitors.

Patagonia.

Baselayer Market. Merino competitors.

Driza-Bone.

Product Philosophy.How will it look.

Product Philosophy. Lifestyle feel. Relaxed. Washed.

Product Philosophy. Functional and innovative cut.

Product Philosophy. Minimal functional details.

Product Philosophy. Natural Fibre Innovation.

Hemp, Bamboo, Coconut and Natural Latex.

Product Philosophy.

Playful but sophisticated graphics - statement.

Product Philosophy.

Signature graphics -

Brand Package.What goes on the product.

Brand Package.

Frankly and Neobi external branding.

Brand Package.

Frankly internal branding.

Brand Package.

Swing Tickets - Frankly and Neobi.

Neobi.What is Neobi®?

Neobi®

The Frankly® brand will be launched into the market using a fabric that has been specially developed for the Frankly® product. This groundbreaking fabric is called NeobiTM and it is a merino cotton based fabric.

Neobi® works by using the merino on the inside and the cotton on the outer. The cotton pulls the sweat away from the body and evaporates on the outside. Because of the properties of wool the wearer does not feel damp whilst the water is going through the evaporation process.

Recommended weights for use.

Diagram to show 3 different weights of Neobi® and their recommended use for activity and climatic conditions.

Marketing.How do we communicate to everyone.

Marketing.

Ambassadors.

We want our product to be as inspirational as the people that wear it.

Marketing.

Social Networking. Franklyfrankly > Twitter.

Marketing.

Social Networking. Franklyfrankly > Facebook.

Marketing.

PR. Frankly consumer press

GLOBAL magazines:Outdoor and relevant sports/ health/ fashion/ B2B/ News features.

Marketing.

The Campaign.

We commissioned illustrator Rubens LP from Brazil to capture the energy of Frankly through sport and Outdoor activities.

Marketing.

The AW11Campaign.

Marketing.

Online retail. Example > Patagonia

Transparency and involvement.

Marketing.

Online retail. Example > Rapha

Inspirational photography and strong brand image.

Marketing.

Online retail.

Youthful.

Marketing.

Online retail.

Clear product navigation.

Marketing.

Online retail.

Informative.

Marketing.

Retail/Concessions. Albam Store

Authentic. Simple.

Marketing.

Retail/Concessions. Nike Stadium

Youthful. Natural. Fun.

Marketing.

Retail/Concessions. Timberland

Natural. Lo-Fi.

Marketing.

Retail/Concessions. Rapha Cycle club

Authentic.

Final thoughts.

Frankly® wants to be your friend. Go with you places, not offend you, grow old with you and be reliable.

This is not a brand that creates landfill or uses depleting resources, neither is it about superheroes, muscle performance or high tech chemical reliable innovation.

It is about a refreshing and simplified way of looking at garments that need to perform. Long term.

It is about getting back to basics.

It is about having fun.

Let the history begin.