brandguide apr 2017 - easywalker brand...
TRANSCRIPT
brandguide
APR
2017
Part 1: The Easywalker Company
Part 2: The dream and purpose of the Easywalker brand
Part 3: The Easywalker products
Part 4: The communication of the Easywalker brand
index
Part 1: The Easywalker Company
Réne Floore, founder of Easywalker:‘Finally a stroller that men also liked’
Since 1989
origins
Founded and created by a young butcher in Amsterdam
First three-wheel stroller in Europe
design
An iconic design that changed the European stroller industry
Straight from his ‘gut’
Simplicity as the lead design principle
Strollers would never be the same
Brand portfolio Easywalker company
Focus on wheeled products
Strollers AccessoriesBuggies
Easywalker range
MINI by Easywalker range
Buggy AccessoriesBuggy XL
Disney by Easywalker range
Mickey MicroMickey DiamondMickey Ornament Mickey Original
Easywalker company values
We keep it simple and meaningful · Focus on the essence of everything· Create products that add new values to people’s life· Give meaning to relationships
We challenge the conventions · Challenge the ‘normal’ way of working in the industry· Innovate on all aspects of the company· Surprise the customer
We are sincere · N/C
We are all entrepreneurs · Act in an entrepreneurial spirit· Don’t take ‘no’ for an answer
· Work smart
We stimulate personal growth · Help your colleagues to learn and to grow· Stimulate professional and personal development· Enjoy learning and growing
simple
enjoy
meaningful
spiri
t
chal
leng
e
essence
smar
t
sinceresurprise
stimulatepersonal growthentrepreneurs
Part 2: The dream and purpose of the Easywalker brand
Brands for people who love to go out there
Me and m
y Family M
y Fam
ily an
d I
Love to go out there
Get me from A to B
MobilityIntimacy & Care
Express & Show
Functional
Freedom
Brand promise: Let parents experience the Beauty of Bonding
Easywalker stimulates parents to go out there and unite with
the world around them. We create products that let child and
parent sense the Beauty of Bonding with each other.
Parent, child and Easywalker will feel as one.
Life loving
We embrace life!
Easywalker supports parents to raise a life-loving child:
helping children to learn about the world and to develop
themselves with confidence.
Ever since the start, simplicity fuels the design and
usage of our products. We believe in the beauty of simplicity, focussing on the essence of function and style.
Beautifully Simple
coloured naturels pale pastels natural materials non or micro paterns
beauty of bondingbasic feelreference to classic
The brand feeling
Part 3: The Easywalker products
Basic feel
Contemporary feel
Classic feel
Smooth city rider
the basic feel and classic feel are most important
one hand steer roomy, comfortable carrycot
lightweight (10.5 kg) compact fold with seat reverse and recline in one click car seat compatible
lots of storage adjustable sun canopy
Features
USP’s, features and pay off
Easywalker Mosey+ marketing text:
Easywalker Mosey+Smooth City Rider
Ready to explore the world? Meet the Easywalker Mosey+. A flexible and lightweightstroller that folds in one piece without removing the seat. It provides full-featuredcomfort in a sleek and streamlined design. With a roomy carrycot and ample storage, the Easywalker Mosey+ is surprisinglycompact to store. The lightweight aluminium frame and the large anti puncturetyres give you unprecedented freedom, yet this stroller is built to power throughevery adventure. Whether it is discovery, bonding or rest, the Easywalker Mosey+ gives your baby exactly what he needs, when he needs it. The carrycot provides for maximum comfort on the go, while the seat switches fromfront to rear facing in just one click. Take to the road or to the woods with comfortand ease, with adjustability and manoeuvrability that is designed to set you free. Just the way you should be. The world awaits. Discover it together with the Easywalker Mosey+.
Easywalker Mosey+ top USPs:
• Lightweight and compact • Smooth ride, one hand steer
• Roomy , comfortable carrycot
Easywalker Mosey+ features:
• Reversible and reclineable in one click • Car seat compatible • Lot of storage • Adjustable sun canopy / all weather protection • Perfect, adjustable height • Safety secured • Quality assured
Visual elements
Mosey+ colors:
boxes:
• place text, images, logos etc. in boxes • background color product images: C=0 M=0 Y=0 K=15 (tint 30%)
text:
• all text and logos 80% black
white lines:
• A5: 2,5 pt • A4: 3 pt
grote, comfortabele enlichtgewicht reiswieg
te gebruiken met autostoeltje
compact op te vouwen,in één snelle beweging
lichtgewicht,weegt slechts 10,5 kg
zitje omkeerbaar in één handeling,drie verschillende standen
Smooth city rider
www.easywalker.eu
C=7 M=13 Y=22 K=0
tint 50%
C=31 M=16 Y=12 K=0
tint 50%
C=0 M=0 Y=0 K=0
tint 0%
C=0 M=0 Y=0 K=15
tint 100%
C=0 M=0 Y=0 K=15
tint 50%
The basic feel, contemporary and classic feel are all important
Expect more
adjustable height reverse and recline in one click
perfect weight (10.8 kg) compact fold smooth ride lots of storage
adjustable sun canopy safety secured with 5-point harness
Expect more
USP’s, features and pay off
Easywalker Harvey marketing text:
Easywalker HarveyExpect more
Easywalker Harvey is the first extendable stroller in the market that grows with the family.It is a stylish, lightweight and a compact folding single stroller. If a second child arrives, Harvey can be extended by using a simple axle to become a duo stroller.We can place a seat and a carrycot, a car seat and a seat, two seats or any other desiredcombination on it. A stroller that provides the best solution for every phase of the family!
Easywalker Harvey top USPs:
• Stylish, lightweight and compact single stroller
• Outstanding price/value
• Extendable to a duo stroller and back to single
Easywalker Harvey features:
• Adjustable height • Reversible and reclinable in one click • Steer with one hand • Car seat compatible • Smooth ride • Lot of storage • Comfortable carrycot
• Adjustable sun canopy / all weather protection • Safety secured • Quality assured
Harvey colors:
boxes:
• place text, images, logos etc. in boxes • background color product images: C=0 M=0 Y=0 K=15 (tint 30%)
text:
• all text and logos 80% black
white lines:
• A5: 2,5 pt • A4: 3 pt
Expect more
www.easywalker.eu
perfect gewicht, slechts 10,8 kg
makkelijk uit te breiden tot duo kinderwagen
een makkelijke enkele kinderwagen
klaar voor de toekomst
en weer terug naar een enkele wagen
mono duo mono
C=8 M=21 Y=17 K=0
tint 50%
C=27 M=7 Y=26 K=0
tint 50%
C=48 M=33 Y=17 K=0
tint 50%
C=7 M=13 Y=22 K=0
tint 50%
C=31 M=16 Y=12 K=0
tint 50%
Visual elements
Simply stylish
The contemporary and classic feel are most important
fully reclinable, suitable from birth lightweight
luxurious comfort car seat compatible compact storage smooth ride
ergonomic handles extendable sun canopy
Simply stylish
USP’s, features and pay off
Easywalker Buggy marketing text:
Easywalker BuggySimply stylish
The days of boring buggies are over. Meet our new ‘buggy with style’. The Easywalker buggy combines beautiful fabrics, a fashionable look, light weight and high standard quality and features. So that you get the right balance of design and functionality that you deserve. Your Easywalker buggy gives all the comfort to your little rider, with a fully reclinable seat and comfortable padded seats. With the soft, stylish leather handles you get the right grip while making a statement. And when you are done being outdoors, you can easily fold and store it compactly. With extra safety measures in place we have your peace of mind guaranteed, so you can just focus on having fun with your little one!
Easywalker Buggy top USPs:
• Stylish • Comfortable
• Car seat compatible
Easywalker Buggy features:
• Suitable from birth • Fully reclinable • Steer with one hand • Lightweight • Ergonomic handles • Smooth ride • All weather protection
• Safety secured • Quality assured
Easywalker Buggy colors:
boxes:
• place text, images, logos etc. in boxes
text:
• all text and logos 80% black
white lines:
• A5: 2,5 pt • A4: 3 pt
C=8 M=21 Y=17 K=0
tint 50%
C=48 M=33 Y=17 K=0
tint 50%
C=24 M=7 Y=6 K=5
tint 50%
C=7 M=13 Y=22 K=0
tint 50%
Visual elements
Part 4: The communication of the Easywalker brand
100 % blackabout
80 % black white
Easywalker logo visual
The logotype is a vectorized image.
It looks like a smiley, while in second
instance it has different meanings:
happiness, a blink of the eye, a smile,
sense of security of mother and child,
carrying a baby, embracing a baby….
Easywalker logo block 100 % black Easywalker wordmark line logo 100 % black Easywalker text logo 100 % black
use for communication use for communication use on products
Easywalker logo block 80% black Easywalker wordmark line logo 80% black Easywalker text logo 80% black
Easywalker logo block white Easywalker wordmark line logo white Easywalker text logo white
Easywalker logo types
Easywalker Harvey product name 100 % black Easywalker Mosey+ product name 100 % black Easywalker Buggy product name 100 % black
Easywalker Harvey product name 80% black Easywalker Mosey+ product name 80% black Easywalker Buggy product name 80% black
Easywalker Harvey product name white Easywalker Mosey+ product name white Easywalker Buggy product name white
Easywalker product name
Easywalker walk together line pay off - 100 % black Easywalker walk together block pay off -100 % black do not use walk the earth, this is our old pay off
our current Easywalker pay off use for communication old versions of our Easywalker pay off do not use anymore
Easywalker walk together line pay off - 80% black Easywalker walk together block pay off - 80% black do not use walk the earth, this is our old pay off
Easywalker walk together line pay off - white Easywalker walk together block pay off -white do not use this pay off, this is an old pay off
Easywalker pay off
Easywalker Buggy feature icons Easywalker icons for packaging
Easywalker icons
reclinablefrom birth
seatcapacity
4 x wheel suspension4 x wheel bearings
suitable forcar seat
sunprotection
paddedseat
extendable sun canopy
rain coverincluded
leatherettehandles
UPF 50+
Mosey with Carry Cot.
Applicable with Mosey with carry cot
Applicable with buggys.
Tempera-ture regulat-ing.
Can be washed in machine.
Applicable with Mosey with seat
Car seat on buggy
Breathable or air circulating.
Can be washed in dish washer.
Car seat on stroller.
Harvey with seat.
Harvey with Carry cot.
Harvey Carry cot.
Harvey seat.
Protective from wind.
can be cleaned with a cloth.
Can carry up to 20 kg.
protecting from rain.
for children of the age of 0 to 6 months
Applicable Mosey with car seats
UPF %50 Australian standard
Protection from Mosquitos
for children of the age of 6 to 48 months
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890
Font: Bitstream Cooper BT Light
Easywalker Typography for pay-off / brand headlines
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890
Font: Brandon Grotesque Bold
Easywalker Typography for sub-headlines
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890
Font: Brandon Grotesque Regular Italic
Easywalker Typography for sub-headlines
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890
Font: Brandon Groteque Regular
Easywalker Typography for body text
Writing can set the tone for a beautiful bonding experience.
A consistent style makes our readers and customers feel more comfortable from visit to visit.
It tells them what to expect—and that we can reliably deliver.
Warm & Reassuring
We keep things calm, conversational, and simple. We speak to our customers as peers. We know a thing or two, but we recognize their intelligence and respect their experiences.
Imagine friends with slightly older children who have experienced the highs and lows of first-time parenthood. We are those friends—trustworthy, approachable, and happy to share what we’ve learned when asked.
• DON’T - Overuse exclamation marks. This: Make every day a magical ride. Not this: Make every day a magical ride!
• DON’T - Refer to children with too-familiar pet names such as kiddo, sweetie or darling.
This: Protect your little one from sun, wind or UV rays with a fully extendable canopyNot this: Protect your darling from sun, wind or UV rays with a fully extendable canopy
Easywalker Tone of voice guidelines
Easywalker Tone of voice guidelines
Warm & Reassuring
• DO - Mix short and long sentences to mimic the natural patterns of conversational speech.
E.g. Enjoy road trips with our universal car seat adapter, which fits most car seats. Napping in the car? No problem.
• DO – Use questions to engage the reader and keep sentences short.
E.g. See the world or bond with each other? The choice is yours.
• DON’T – Use “should” to dictate to customers. Give suggestions, not orders.
This: When it’s time to nap, choose from three reclining positions or lie all the way flat. Not this: You should recline the seat fully flat when the baby wants to nap.
Simple, Practical & Benefit-Driven
We understand our customer’s everyday struggles and address them in every aspect of our stroller or buggy’s functionality. We emphasise benefits over features.
Always ask: How does this make our customer’s life easier? Have I included a clear benefit to them?
• DO - Describe benefits, instead of enumerating features.
This: The 5-point harness ensures secure seating, while soft shoulder pads keep it comfy.Not this: The Mosey+ has a 5-point harness with soft shoulder pads.
• DO - Keep product language clear, functional, and easy to understand.• DON’T – Rely on jargon. Provide a simple explanation of a function and its customer benefit. E.g. Sleep is essential. We know. From deep daytime naps to overnight slumber, our soft, 2.5cm-thick, fully washable carrycot is made and tested for comfort.
Easywalker Tone of voice guidelines
Inclusive & Timeless
We value and share the universal emotions that surround parenthood. We recognize that fathers and mothers are equally involved in childcare. We want to be understood by everyone, everywhere.
• DO - Use British English grammar and spelling consistently.• DON’T - Use excessively British expressions that may be unfamiliar to non-native English speakers.
This: Keep snacks in easy reach with our dishwasher-safe tray.Not this: Feeling peckish? Keep snacks in easy reach with our dishwasher-safe tray.
• DON’T – Try to impress with trendy slang that will date the content.
This: You’ll love our accessories—and your little one will too. See what’s on sale now. Not this: Check out the fab stuff on sale now. We bet the kiddo’s gonna love it too.
• DO - Use the neutral baby, child or little one instead of the gendered son or daughter.
This: Keep your child warm and cozy with a machine washable inlay.Not this: Keep your son or daughter warm and cozy with a machine washable inlay.
• DO - As much as possible, use the gender neutral plural pronoun “they” when referring to children. This is acceptable even if the subject is singular. Where not possible, ensure an equal mix of “he” and “she” throughout the text.
E.g. Your child may get tired, so we’ve made it easy for them to nap on the go.
Easywalker Tone of voice guidelines
Inspiring & Experience-Led
Use language that will trigger the reader’s imagination and put the product in a context they can relate to. Always ask: Am I involving the reader?
• DO – For verbs, use action words in the present tense.
This: Front wheels swivel or lock in place for extra flexibility. Not this: Front wheels can be swiveled or locked in place for extra flexibility.
This: Made from high quality aluminum, the frame holds up to 20kg.Not this: Made from high quality aluminum, the frame is able to hold up to 20kg.
This: Hang groceries or a diaper bag from the bag hooks on the handlebar.Not This: With the bag hooks it’s possible to hang groceries or a diaper bag on the handlebar.
This: Switch the seat from front- to rear-facing in just one click.Not this: The seat can go from front- to rear-facing in just one click.
• DO - Invite the reader to picture situations in which they can enjoy the buggy: a stroll in the neighborhood, a weekend drive.
E.g. Enjoy road trips with our universal car seat adapter, which fits most car seats.
Easywalker Tone of voice guidelines