brandguide APR 2017 - Easywalker Brand...

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


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:


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


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:


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


Font: Brandon Grotesque Bold

Easywalker Typography for sub-headlines


Font: Brandon Grotesque Regular Italic

Easywalker Typography for sub-headlines


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


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.


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.


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.


brandguide APR 2017 - Easywalker Brand...

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