Brand guidlines
You can find our full brand guide at the attachments, including detailed instructions and examples for proper application of our branding.
1. Brand Mission and Vision
Mission: Clay And Glow offers high-quality, natural skincare products focused on cleansing and rejuvenating the skin, with a special emphasis on clay and natural ingredients. Our mission is to provide everyone with glowing skin, regardless of skin type, by delivering products that are both effective and gentle.
Vision: Cosmetics should be easy, accessible, and fun. There is a need for cosmetics product that suits all skin types and shortens the distance between the brand and the consumer. A problem-solving product that works and is cute at the same time, that is inspired by a community of experts and customers and one that delivers a full brand experience from our community to our products and from retail into the bathroom, giving a daily boost of joy and self-confidence. People need a brand that understands the needs and problems of its community and that is swift enough to pick up on trends and adapt to seize the opportunity in a cute way.
2. Target Audience
Age: 18-35 years
Gender: Primarily women, but also gender-neutral
Lifestyle: Health-conscious, interested in natural products and fashion-forward.
3. Brand Identity
Tone of Voice: Our tone of voice is the heart beat of Clay And Glow –simple, playful, and exciting. We communicate with clarity and authenticity, infusing joy into every word. Whether it's a product description or a social media post, our language is relatable, engaging, and always inviting, embodying the essence of a friendly and approachable brand.
Brand Keywords: Simple, Playful, Exciting
4. Visual Guidelines
Logo: The main logo should only be used on a limited number of different backgrounds. Therefore, it's important to ensure that the contrast is always sufficiently high and visibility is maintained.
In general, the white logo is always used as it aligns with the fresh character of Clay And Glow. For a softer appearance, the logo can be applied in ton-sur-ton in full color.
The options are
✦White logo over photography
✦White logo on a product color
✦Ton-sur-ton in a product color
Please note If the product color differs from what is depicted, change the color of the logo to match the background tone
Brand name in written form: Clay And Glow
Color Palette: To maintain a cohesive brand experience, pink serves as our primary color. Keep this in mind when designing general brand carriers like shopping bags or the navigation menu on the website. However, exceptions can be made for special occasions.
Typography:
POPPINS | Bold,Medium,Regularand Light
Used for
✦Titles in bold
✦Sub titles in bold
✦Call to action in medium
✦Pricing in regular
✦Body copy in regular or light
✦Product information in regular or ligh
PLAYFAIR DISPLAY | Regular italic
Used for
✦Product messaging
✦Product Categories
✦Highlight button
✦ Quotations
Imagery:
Product Photography: Clay And Glow strives for photography that is clean, fresh,bright, and radiant, with a playful approach to product staging. Our goal is to evoke desire, offering visuals that not only look good but also shows a cute product that makes you feel good and confident.
5. Ingredients and Brand Promise
Promise: At Clay And Glow, we promise to simplify beauty for everyone. We commit to providing easy-to-use, affordable, and problem-solving cosmetics that is cute and brings joy to daily routines, enhancing confidence and making people glow!
6. Social Media and Communication
Platforms: Key platforms for communication are Instagram, TikTok, YouTube, Pinterest and Facebook.
These brand guidelines ensure Clay And Glow has a consistent, recognizable identity that resonates with customers, fostering trust and loyalty. You can find our full brand guide at the attachments, including detailed instructions and examples for proper application of our branding.
