heebee jeans brand book

Title

Brand bookHEEBEE

1

HEEBEE Intro

Intro

Positioning

History

Name

Positioning

Promise

Brand Values

Brand Pillars

2

3

4

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

Creative

Primary Logo

Secondary Logo

Design Elements

Typefaces

Color Palette

External Communication

and Content

Culture and Placement

Where Are We?

People

How to Live the Brand

Contact

Table of contents

2

HEEBEE Intro

The purpose of this book is not to promote Heebee; this is a mere statement of the brand itself.

As Heebee grows, go back to this book to remind yourself and the people you work with what the brand

is really about. What Heebee Co. is trying to accomplish and what its ultimate goal is.

Always remember that we come from an original and authentic brand. If we loose these roots, we can

become extremely unattractive to our cult followers.

Keep it simple, keep it authentic.

Intro

TitlePositioning

HEEBEE

4

History

“I’ve always loved jeans. I’ve been a fan several times throughout my life starting in 1st grade with my

acid black and white stonewash jeans. I would wear them every day.

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paycheck on, including my employee discount, to own.

Later, after I started working on the cooperate side, I met Adam Linke and realized we shared an

ambition to create a business. I was on another jeans kick at that time (True Religion, which had their shop

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Positioning

5

HEEBEE

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Adam started making connections while I started developing ideas and in a few short months we had

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progression and dedication. We discovered the different kinds of selvage and began to realize that we only

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Positioning

HEEBEE

6

Positioning

Name

“Heebee is a nickname that my sister Anna called me when she was learning how to talk. It’s catchy

and works well when asking, “Are those Heebee’s?” or “How are the Heebees working out for you?”

Interestingly enough, the name Heber is a Canaanite name from the Bible which means fellowship

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whose interpretation is controversial .”

HEEBEE

7

Positioning

Positioning

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they are worn the better they look.

HEEBEE

8

Positioning

Promise

“A future where denim represents

more than fashion, inspiring other

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sustainability and longevity.“

HEEBEE

9

Positioning

Brand values

Character

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Industrious

Communication

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Inspirational

Wise

Product

Longevity Design

Casual

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HEEBEE Title

10

Positioning

Brand pillars

Cult LeadersWe want our followers to embark on a

journey of their own.

We pass along the traditions and allow

denim to take a life of its own.

Crafters of the art of denim:H�DUH�FUDIWHUV��IRFXVHG�RQ�TXDOLW\�DQG�GHWDLO�

We never forget the tradition of denim and

use it to our advantage.

Denim as a solution to wasteful fashionHeebee is a solution for everyday casual fashion.

We believe our methods can inspire other

industries to care about sustainability.

Industry outsidersWe do not follow industry rules.

We come from different backgrounds,

are inspired by other passions, and that is

demonstrated in our products.

HEEBEE

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HEEBEE TitleHEEBEE Creative

2XU�SULPDU\�ORJR�LV�WKH�W\SRJUDSKLF�logo. It can be used in 3 different colors:

Red, grey and white. The logo can also

EH�SUHVHQWHG�ZLWK�7KH�7KURQH�2ZO�E\�its left side. This is the logo for use in all

branding materials or communications

from or about Hebee. Examples include

letterhead, business cards, print ads,

videos, Web sites and more. Guidelines

for how to use this version have been

established to maintain consistency and

are detailed in the following pages.

Clear space requirements

No design elements, type or photos

should come any closer to the logo than

�ô��[��7KH�DFWXDO�GLVWDQFH�RI�[�ZLOO�FKDQJH�depending on how large the logo is

scaled.

Color options

There are three approved color options.

2QH�LV�JUH\��306��&��RQH�ZKLWH�DQG�WKH�RWKHU�LV�UHG��306��&��7KH�UHG�version should be used whenever color

is available. Use the primary type logo

ZKHQHYHUY�SRVVLEOH��0DWHULDOV�VKRXOG�EH�designed with red as the primary logo.

It should work with most backgrounds,

including solid colors and photographs.

Whenever around a red background

or wherever it is easier to read, use the

white logo. The grey logo should always

be used as a third option whenever the

WZR�SULPDU\��UHG�DQG�ZKLWH��DUH�QRW�DV�powerful.

12

Primary logo

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HEEBEESpace around the logo

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Chapter/ Title

13

Creative

“The owl on the throne is a mystic Hierophant

judge sitting on his thrown of wisdom holding

the good book of golden Heebee’s. The rising

sun, the moon and the stars are 3 degrees

of glory and are on each side of the throne

balancing the universe. The throne owl is also a

poke toward to secretive grove rituals attended

by the world elite known as the Cremation of

Care in which a deity resembling Molech the

Kenan God oversees the destruction of all care.

Heber is an old testament name of Kenan who

lived in Israel in the 12th century BC.”

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more as a graphic element where the

Heebee is already witnessed and part of

the experience, for example: At Heebee’s

website, products, packaging and inside

Heebee stores.

There are 3 versions of the logo, one

with the rising sun in the background to

UHSUHVHQW�LWV�-DSDQHVH�LQćXHQFHV�LQ�WKH�brand, one without any background and

one with the rising sun on the right and

the moon and stars on the left.

7KH�7KURQH�2ZO�HPERGLHV�HYHU\WKLQJ�that Heebee stands for: Wisdom,

represented by the owl, our devotion to

the denim as a religion as the it holds a

bible like book with denim designs on it

and our authority in the subject as the

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This is a secondary logo as it is very

detailed and powerful to be represented

with as versatility as the main logo. This

design is very detailed and is to be use

Secondary logoHEEBEE












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HEEBEE TitleHEEBEE Creative

These are design elements that have

already been created for Heebee. These

are not to be followed strictly, but rather

be a source of inspiration for future work.

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1. Tag found inside of all Heebee jeans. It

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Design Elements

1.

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2. Paper tag that all of our jeans come in.

2Q�WKH�LQVLGH�LW�UHDGV�ê/HW�\RXU�MRXUQH\�begin.”, reminding Heebee users that our

product is now part of their lives, and

will live through every part of the user’s

journey with them as one.

3��:HEVLWH��+HHEHH�FR��:LWK�D�VLPSOLVWLF�layout and focusing on simplifying the

user experience and shopping. Grey

EDFNJURXQG��ĆQH�ZKLWH�OLQHV�ZLWK�GDUN�JUH\�bodycopy and red font.

4. All of our denims come with a coin. It is

D�WRNHQ�WKDW�LGHQWLĆHV�RXU�EURWKHUKRRG��It is a reminder that everybody that owns

a pair of Heebees are not just customers,

they are part of our family, a club that

follows the same traditions, rituals and

care for the same things.

14

OF JAP ANESE IMPORTED DENIM

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15

Creative

Museo Slab0XVHR�6ODE��DQG��LV�complementing the Heebee typographic

logo. It should be used for headlines or

KHDGLQJV�DQG�VKRXOG�EH�DW�OHDVW��SRLQWV�larger than body copy.

)URP�SURGXFW�WDJV�WR�ć\HUV�WR�SDFNDJHV��typefaces can help unify the look of many

different types of materials. Even with

pieces that may have different photos

or layouts, the typeface is an obvious

element that, when used consistently, can

unify all the materials. A uniform typeface

also gives personality to the design while

conveying expertise in what’s being said

and how it’s presented.

Lato (family)Lato is the preferred typeface and

should be used whenever possible. Long

form copy, however, may be harder to

read in Lato Bold. Body copy can be set at

��WR��SRLQW��EXW��SRLQW�LV�VWDQGDUG�IRU�long form copy.

Typefaces

Museo Slab (500)ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

Museo Slab (300)ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

/DWR��UHJXODU�$%&'()*+,-./0123456789:;<=DEFGHIJKLMNOPQRSTUVWXYZ[\]��

Lato (bold)ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

Lato (light)ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

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HEEBEE Title

16

Creative

Secondary color paletteThe secondary color palette includes a

range of neutrals that complement the

primary colors without overpowering

them. In any given application, only two

secondary colors should be used with the

primary colors to keep the primary colors

dominant. The use of too many secondary

colors will dilute the power

of the primary colors.

the dominant colors used when working

on any design for Heebee. Red should

appear in every piece of communication

that allows color. Red type, however,

should not be used for long lists or

lengthy copy blocks. The colors in the

primary color palette should always

cover more area or be used more than

any other color that appears in the

PDWHULDO��&0<.�DQG�306�FRORUV�DUH�provided to allow for exact matching.

Color can be powerful in all forms of

brand communication. When used

consistently, colors help make a brand

more cohesive and recognizable. Colors

FDQ�EHFRPH�DV�LGHQWLĆDEOH�DV�WKH�ORJR�or the name, but only if they are used

consistently and correctly.

Primary color palette

Red, white, blue and grey comprise the

primary color palette. They should be

Color palette

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17

Creative

FRQĆGHQW��\HW�DSSURDFKDEOH��7KDW�IHHOLQJ�should come through our words – both

spoken and written.

Wether we communicate through social

media, print ads, posters, creation of

content to be shared or even packaging,

Heebee should be presented in this tone

of voice. Creating content that portrays

otherwise can bring inconsistency for the

brand.

Tone of voiceThe tone of Heebee is one of patience,

FRQĆGHQFH�DQG�ZLVGRP��:H�DUH�LQ�D�SODFH�where we want to teach and embrace

people who want to learn more about the

culture of denim; we are mentors.

We represent not only one, but multiple

cultures, therefore we do not take sides.

We’re fueled by our search for excellence

in our craft and pride ourselves on it.

We’re bold, yet down to earth. We’re

When everyone comes together

and speaks as one, we’re able to

communicate our message in an

impactful way. We all have many

individual voices, but it’s through

speaking in the same way ,as a brand,

and with a consistent voice that we’re

more likely to be heard. Not only

does the message break through the

clutter – others begin to listen more

thoughtfully to what’s being said.

External Communication& Content

HEEBEE

Culture &Placement

HEEBEE

19

Culture

Bringing craft to the center stage

2XU�IRFXV�LV�PDWFKLQJ�FUDIW�WR�innovation. In both those categories

we have brands that we look up to and

UHVSHFW��)URP�WKHP�ZH�OHDUQ�KRZ�WR�EH�innovative, yet we stay original.

We are never one or the other only

innovative or only focused on craft, but

rather learning from rather learning

from both to make our products better.

We believe that sustainability is

innovation and we use it to our

advantage to stand out.

Where are we?

Innovation

Tra

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20

Culture

��WKDW�DUH�JHWWLQJ�SDLG�ZHOO�DQG�OLNH�WR�VSHQG�WKHLU�PRQH\�RQ�TXDOLW\�WKLQJV�that will last. They dress casual attire for

work and everyday life, so they put a lot of

stock into their denim choices. They want

a pair of jeans that are more fashionable

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with our brand and facilitate

conversation about Heebee with other

people in their virtual social circles. This

group of people are comfortable using

hashtags, posting pictures and tagging.

Denim heads7KLV�LV�QRW�WKH�ĆUVW�WLPH�WKH\�VSHQG��on a pair of jeans. They are people who

really research products they purchase,

know what they want and what they

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Casual professionalsWe want to inspire a following with

the audience that craves a more

OX[XULRXV�OLIH��7KH\�SUHIHU�KLJKHU�TXDOLW\�apparel and are willing to pay extra

IRU�WKDW�TXDOLW\��7KH\�DUH�WKH�\RXQJHU�professionals, who utilize technology to

enhance their lives both professionally

DQG�VRFLDOO\��2QFH�WKH\�DUH�HQJDJHG�with our brand, they can become great

contributors to the social media aspect of

Heebee. They can create conversations

PeopleHEEBEE

HEEBEE

21

Culture

How to live the brand

With each wear, Heebee’s become a metaphor

to the journey of the soul, achieving wisdom

through experience and age.

Live, work, and play in them. Enjoy the mystery

and majestic awakening of this beautiful denim

to a life of it’s own. Watch diligently as they de�velop whiskers, stacks and tracks that can only

be genuinely created by following the principles

of raw denim worship.

A handmade artifact that evolves around the

person wearing them and grows into the most

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HEEBEE

22

Contact

Contact

Heber Saurey, [email protected]

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Heebee.co

Riccardo Leumann, brand [email protected]

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