Rebranding Version 1, January 2021

A Brief Story

Bag’s City is a well known luggage & bags retail chain located in Indonesia that specializes in internatonal

brand of handbags, luggage and related travel accessories. In the interest of expanding the variation of our di-

verse product range we are constantly searching towards the development of fashionable, functional and

high‐tech new products. We are proud to be the highest grossing travel goods supplier in several of Indonesia's

top department store chains.

We are exclusive Indonesian agent for:

Construction

Clear Space
Brand Style Guideline - Bags City Rebrand Version 1.0 - January 2021 Logo

Logo Use Dark Background Use

Primary

Disallowed Use

BagsCity
Brand Style Guideline - Bags City Rebrand Version 1.0 - January 2021 Logo

Placement

Social Icon
Placement on top must always be on right corner
in all media

Placement on bottom must always be on left corner

in all media

Center placement allowed on several occasion

(cover, highlight, thumbnail, etc)

Note : All placement decision must consider safe space of each media.

All of social icon are individually designed based

on specifications. They are exception to the clearspace
guidelines and are sized optically to best fit each shape.
The color choice must be either brand color scheme or
On joint partnership logo placement, logo placed
side by side with partner logo, with BC logo must
Partner monochrome scheme.
be on left side. Logo
Brand Style Guideline - Bags City Rebrand Version 1.0 - January 2021 Logo

Tagline BC Logo Mood Keyword

Primary Tagline

minimalistrules

Travel
keepconsistent
LIVING TO exploremonogram
To Live- EXPLORE cleanusage
empowertagline
Brand Style Guideline - Bags City Rebrand Version 1.0 - January 2021 Color

Primary Brand Color

Primary
PANTONE 157
R2 3 1 G 1 5 6 B88
# E 7 9C5 8
C 0 M 40 Y71 K0
Primary
PANTONE 4181
R112 G 134 B108
#70866C
C 50 M27 Y49 K19

Neutral Color Secondary Palette

BLACK 4 WARM GREY 4

#826C86
#E7585A
R49 G 38 B 29 R 17 9 G 1 73 B161

#E7E558

#E7E558
WHITE
# 312 6 1D # B 3ADA1
( Pri m a ry Typ e Co l o r)
C44 M6 6 Y7 9 K88 C25 M24 Y 2 5 K 2
(Primary Ty pe C olor)
Brand Style Guideline - Bags City Rebrand Version 1.0 - January 2021 Color

Color Use

Dark Background - Primary Color Light Background - Primary Color

Brand Color

Light Background - Secondary Color Dark Background - Secondary Color

Monogram

General
Proportion

*Black & White color proportion depend on the design, with primary use to make the design looks clean
Brand Style Guideline - Bags City Rebrand Version 1.0 - January 2021 Color

You Should Not BC Color Mood Keyword

Travel Travel Travel

To Live- To Live- To Live-
colorpairing
Use Secondary Color as
background or main color
Use color palette more than
necessary
Main headline must alway
contrast with background
useharmony
cleanusage
prioritizeaccessibility
Travel Travel Travel exploreshade
To Live- To Live- To Live-

Using other that brand Always use brand neutral color Never use color wich
palette scheme on typography leaves the eye straining
 Poppins is our
primary typefac
ce. The font is
available in var
iety of weights.
 Brand Style Guideline - Bags City Rebrand Version 1.0 - January 2021 Typography

Poppins Extra Light

Extra Light
Poppins
Family
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ

e
1234567890 $&@!?/+(.,:;)
Character tracking : 0

Poppins Regular
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 $&@!?/+(.,:;)
Regular
Character tracking : - 10

Poppins Semi Bold

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 $&@!?/+(.,:;)
Semi Bold
Character tracking : - 30

Extra Bold
Poppins Extra Light
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 $&@!?/+(.,:;)
Character tracking : - 25
Brand Style Guideline - Bags City Rebrand Version 1.0 - January 2021 Typography

Type Hierarchy Pairing Option

This headline Semi Bold Headline

use Extra Bold With scale 2:3 Sub-Headline
This bodytype use regular of Poppins type-
faces family. The size comparison with WordPlay
Emphasize
headline is 1:3. Assuming the headline font
size is 48 pt, then the bodytype must be Extra Bold + Regular

Keywords
16 pt. Line spacing must set to be breathable
and makes clean looks.

Explore typeface weight WordPlay

Semi Bold + Extra Light
Support EmphasizeKeyword

Explore UPPERCASE
Color Weight 1/2 Lowercase Word Word
Play Play
Brand Neutral Palette Color Weight

Heavy Light
Brand Style Guideline - Bags City Rebrand Version 1.0 - January 2021 Typography

You Should Not BC Type Mood Keyword

Travel Travel Travel

To Live- To Live- To Live- minimalistrules
keepconsistent
Do not color the type other than Do not use tracking size that Brand Monogram must have
brand neutral color scheme makes the design chaotic same color with headline keyword
hierarchybased

This headline
keywordawareness
Bold use Extra Bold
TRAVEL Bold This bodytype use regular of Poppins type-
breathingspace
TO LIVE Bold
faces family. The size comparison with
headline is 1:3. Assuming the headline font
size is 48 pt, then the bodytype must be
16 pt. Line spacing must set to be breathable
and makes clean looks.

Do not shout or use Do not make different level of Do not put the type on the
All Caps on every typeface hierarchy with same weight position that doesn’t make sense
Brand
Ima-
geries
 Interaction Goals:
Showcase that Bags City are always there in preparation and emotional
event on people’s journey, giving them energy and support to reach their goals.

> Image must express contentness and readiness to brace the unexpected
> The setting are not just background, subject must interact (literally or
metaphorically) with their environtment
> Highlight the product and but not with direct way. We are to show our
empathy, not to directly marketing our product
> The imagery must have story, not just cool pose or empty image
> Every subject must be ‘caught in the moment (candid)’ and unaware that
their picture are taken
> There are emotion (especially the feeling of consideration) on every image
we show.
> Softly show our identity and personality through the mood, tonal voice,
and color.
Brand Style Guideline - Bags City Rebrand Version 1.0 - January 2021 IImagery

The use of Color Grading

Every color grading choice based on the tint and shade of Brand Color Palette

Warm, Cheerful mood Brave, bold and readiness mood Calm, mature and professional mood

Before

Before

Before
After

After

After
Brand Style Guideline - Bags City Rebrand Version 1.0 - January 2021 Imagery

Photography Character & Composition

Photo Style:
Negative Space
Shiny atmosphere Lifestyle (usage of product)

Composition:
Subject, product, environtment,
Expression of content

Blurry Background
& full of energy negative space, expression, action
blends well with
subject
On action of bracing
for challenge

Environtment:
Product Highlight
Relevant place to use Bags City
Lorem ipsum Product

Expression:
Content, cheerful, ready, bravery
Brand Style Guideline - Bags City Rebrand Version 1.0 - January 2021 Imagery

Illustration

Brand Primary Color Scheme Geometric Construct

Illustration style:
Flat, Minimal Geometric
Negative space leads
to facal point
Composition:
Negative Space, focal point

Color:
Minimal concept BC Brand Color, Flat
for more direct approach

Interaction:
- Direct approach
- Meaningful image
- Showcasing brand identity
- Consideration

Color Scheme option

Brand Style Guideline - Bags City Rebrand Version 1.0 - January 2021 IImagery

Imagery Application

Living To
Explore

Travel
To Live-
Tone Of
Voices
Brand Style Guideline - Bags City Rebrand Version 1.0 - January 2021 Tone of Voice

Common Experience
Core of BC Supporting
Communication Voice Matching Picture to grab Attention

- Considerate toward our audience needs - Optimistic on our knowledge about our what audience
and feels about travel or journey preparation. thinks and feels
Headline which hooks the audience
- Simple, direct, easy to remember. We are delivering - Inviting our audience to look on what we are offering to
to stay
strong and straight-forward voice about the intuitive them, and highlight the benefit and and support that
experience of our product. our brand offer to make their experience memorable

- Consistent with deep personality and characteristic - Bold with confidence. We are big brand that has great Sub-headline which leads to
of our brand to create recognizable voice and strong achievement and experience in this field. We are always
identity. offering our best to our audience and customers. excitement, curiosity, & anticipation

Key Guide

Triggered
No multiple choice We are problem solver;
of words with same product is our way
to solve the problem We are positive, and
intention can turn anything
Always on active So use the word full of emphaty about clients problem,

Ex: ‘Create your own Bright

stance and voice
show our consideration toward their problem, tell
them our idea about possible solution, show
negative to be
& Memorable travel’ the product that provide the exact solution positive
This will force our customer to enter their their own world with some information we prioritize to brainstorm

of thinking event just for a while, which isn’t a good into audience though, and lastly if possible

condition to brainstorm them about our product. show them the best testimony we got from our Caption headline which corespond
customers.

audience curiosity, excitement & excitement

Is it match with our This is not about you;

tone of voice core? this is about our
audience Caption information which use principle of
Use specific &
Note to Check: A Picture is a picture;
do not force audience
Is it easy to understand on quick single view? This is a work; big work to make everything works

and direct words Does it focus on solution over problem?
Does it sound warm and caring?
Does it grab attention?
Are we speaking confiidently?
on company’s way. BC is selling product for audience, design thinking to address & emphatize
to read on picture so think on our audience perspective. Something
like our preference just hinders objectivity and
audiens problem, with possible solution
blinds our creativity to reach goals. So don’t

Does it feature strong and specific words? keep something because you like it;

offered with full of confidence

Are there any of BC personality on it? keep it because it works.
 We are Bags City , a brand which help
audience on preparation to reach
their goals. We are always there on
every emotional moment on our
customer’s journey. We understand
our customer’s problem, emphatize their
feels, give them possible and meaning
ful solution. Backed up with our extensive
experience,we are ready to provide
our customers with best support,
to make their journey experience
beautiful and memorable.
 Thank You For Watching

Brand Style Guideline - Bags City Rebrand Version 1.0 - January 2021 Designed by: Roni Asra