Brand Book

CONTENTS Part 1 BRAND ESSENCE Brand concept Mission Vision Core values Brand personality Part 2 PRODUCT Distinctive features Collection DNA SS2022 Inspiration Colors Part 3 POSITIONING Position statement Aspirational audience Part 4 VISUALS Logo Colors Photography methodology Visual references Image style Model type guidelines Part 5 COMMUNICATION Language Style Tone of voice Slogan

BRAND ESSENCE

Poche comes to life as creative project, reflecting personalities and values of 2 Italian sisters who wish to share with the world their passion for allure and free spirit lifestyle. Poche has a complex character like a contemporary woman: self-aware, courageous, independent but at the same time sensual and elegant. Our brand praises the beauty of woman body from one side and the power of her nature from another.

Vision  We aim to embrace a woman complexity  and  reinforce craftsmanship in fashion

Core values Italian craftsmanship and careful selection of exclusive materials is essential value. True emotions are the emblem of the brand, everything we do comes directly from our hearts.

Mission We would like to inspire women to live their lives as fully as possible, taking advantage of their inner power and the sense of beauty. By creating highly impeccable product we wish to celebrate women sensuality and strong independent spirit.

BRAND PERSONALITY alluring young colorful strong independent smart sensual free spirit 

PRODUCT Distinctive features We are a small but devoted team of 15 women who focuses on impeccable quality of garments and not on their quantity. That is why we have integrated the overall process of creating our collections from projection to production. We work with small and family run production with long tradition of craftsmanship mostly based in Europe. We also have in-house atelier which allows us to research for the best fitting solutions and realize incredible handmade details. We pay primary attention to fabrics and work with most precious materials such as silk, leather, velvet which we carefully select in Italy. Idea, research, design, construction and fabrics everything meant to exalt the silhouette and increase value and appeal of our collections.

Collectio

Cross occasional collection composed of total looks which express in

Sophisticated prints, bold colors, femin

Product categories include: dresses, tops, shirts, shorts, skir

ion DNA

nternal freedom and appealing self-expression in each life situation.

nine shapes and enchanting silhouettes.

irts, pants, denim items, jackets swimwear and accessories.

Our first collection is inspired by 70’s: interna

Search of fo

al architecture design, colors, lines and forms. 

orms

Ready print

Collection S

Sophisticated fuchsia, violet and gree

S/S 2022 colors

en balanced by white, black and blue.

POSITIONING

Position statement Dress is a language that we all speak We aspire to address to a woman who shares with us the same values and  feels the need to tell the world her personal story by wearing clothes which speak by themselves

Aspirational audience Age Female 24-35 years old Income 50.000€ x year Lifestyle Metropolitan, fashion capitals and coastal Dynamic offline Active online Young, independent, elegant and attractive, she loves to play with colors and forms and she has the taste towards impeccable quality and particular details Wearing special dress is the way of identifying herself, of open communication with the world and free self-expression Brands pool What other brands does she wear?   Bottega Prada Fendi Valentino Miu Miu The Attico Cult Gaia Triangl

VISUALS

LOGO

POCHE ROMA

POCHE ROMA

Logo fonts: Poche\ Matterdi Regular Roma\ Baskerville Regular

Brand

Colors pay essential role in commu Poche color palette fully refle of brand personality and transmit young

colors

unicating our mood and emotions ects the positive complexity energy, independence and vibrant power

Photography methodology We use imagery as the gateway to Poche universe in order to build strong emotional connections with our customer. We work with best creative teams to realize our campaigns and lookbooks in order to ensure the high quality imagery standards and passion in line with continuous efforts we invest in creating our brand and products.

Visual  references a

and general mood

Image style

warming engaging

emotional dynamic

playful

Italian chic confident

bright sexy free spirit

open

Models type guidelines Poche girl shall fully reflect the brand personality We would like to see in our shoots vivid girls, nicely curved, charismatic, who know how to move well and express emotions openly

We believe in sincere communication in sharing brand emotions and welcoming t

English is primary

Langua Intelligent a

Tone o Open, engaging, emot

COMMUNICATION

n, in open dialogue with our customers, values, exchanging the consumer in Poche world

y brand language

age style and creative

of voice tional but not familiar

NO  NEED TO CHOO strong, smar YOU CAN BE AL

OSE between feminine, rt and sensual LL, YOU ARE ALL