PAROUZI

JULIANA QUIJADA - VALENTINA CELIS

 IN THIS
WORK

1
BRAND BRIEF
BRAND IDENTITY TOOLKIT

2
BRAND CORE
PURPOSE-MISSION-VISION

3
BRAND POSITIONING
KEY BENEFITS - AUDIENCE
COMPETITORS – OBJECTIVES

4
BRAND ELEMENTS
PERSONALITY - VOICE – BRAND IDENTITY

5
BRAND STRATEGY
STRATEGY PROPOSAL AND
RECOMMENDATIONS
 BRAND BRIEF
THE FOUNDATIONAL ELEMENTS OF PAROUZI
BUSINESS NAME
PAROUZI

WHAT YOU DO

PAROUZI IS A CLOTHING BRAND CREATED TO INTRODUCE A FRESH AND

ADAPTIVE FASHION STYLE IN WHICH EVERYONE IS THE PROTAGONIST OF ITS
USE.
BRAND HEART
PAROUZI WANTS TO BREAK BEAUTY PARADIGMS AND CREATE
ENVIRONMENTALLY CONSCIOUS CLOTHING (ECOLOGICAL, RECYCLABLE OR
ORGANIC CLOTHING).

AUDIENCE
MAINLY YOUNG PEOPLE, BETWEEN 18 TO 35 YEARS, WHO LOVES TRENDY
AND COMFORTABLE CLOTHING AND ALSO WHO CARES ABOUT THE IMPACT
OF FAST FASHION IN THE INDUSTRY AND GLOBAL WARMING.

COMPETITION
1. PRETTO
2. PARÉNTESIS DISEÑO
3. BYWATA
KEY DIFERENTIATORS
PAROUZI WORKS WITH RECYCLED MATERIALS, THE BEING OF THE COMPANY
AND AS A PERSONAL PROJECT IS ENVIRONMENTAL CARE, THAT IS WHY IN
PAROUZI WE WORK WITH ENVIRONMENTAL MOVEMENTS AND WITH RAW
MATERIALS THAT WERE RECOVERED.

BRAND PERSONALITY
THE CREATION OF THE BRAND WAS IN 2020 IN ORDER TO WANT TO
CONTRIBUTE TO THE ENVIRONMENT FROM THE CLOTHES WE WEAR.
SOMETHING IMPORTANT IS THAT FASHION DOES NOT STOP BEING TASTE AND
VANITY, WE KNOW THAT VERY WELL, WE KNOW HOW TO CREATE BEAUTIFUL
THINGS BEING THE MOST RESPONSIBLE WITH THE ENVIRONMENT, THE
TEXTILE SECTOR IS THE SECOND MOST POLLUTING SECTOR IN THE WORLD.
PAROUZI WAS ALSO BORN SO THAT PEOPLE WHO ARE LAZY OR DO NOT KNOW
HOW TO BE MINIMALLY ECOLOGICAL CAN BE SO WITH WHAT THEY WEAR,
WHILE STILL DRESSING WELL.
BRAND CORE
PURPOSE-MISSION-VISION
 PURPOSE
DISCOVER THE PURPOSE BEHIND YOUR BRAND

Support fashion by doing

WHY trendy clothing but being
environmentally responsible

Support the environment

HOW through fashion

Fashion, sustainability and

WHAT environmental
 MISSION STATEMENT
Define Parouzi mission statement

Brainstorm words
and ideas for the brand mission statement:

ECO-FRIENDLY ENVIRONMENT
FASHIONIST

QUIET FASHION
SUSTAINABLE TRUSTWORTHY

COOL STYLE
BRAND MISSION

"TO INSPIRE AND TEACH THAT YOU CAN HAVE A FRESH AND
FASHIONABLE STYLE WHILE BEING ENVIRONMENTALLY
RESPONSIBLE."

VISION STATEMENT
Define Parouzi vision statement

"RAISE AWARENESS ABOUT THE IMPACT OF THE RETAIL

INDUSTRY IN THE PLANET, ENCOURAGING OTHER BRANDS
TO USE RECYCLED MATERIALS IN ORDER TO CREATE A
SUSTAINABLE INDUSTRY"
 BRAND
POSITIONING
KEY BENEFITS - AUDIENCE COMPETITORS -
OBJECTIVES
 QUALITIES & BENEFITS
Outline qualities & benefits

1 2

Reduce costs with a more Reduce costs with a more

affordable option sustainable option

3 4

Authentic and transparent A better way to support

customer service the environment
COMPETITOR RESEARCH
Research brands within your industry

COMPETITOR 1
Pretto

COMPETITOR 2
Parentesis Diseño

COMPETITOR 3
Bywata
1 MESSAGE & VISUAL
In their message and in their visual content
they show they reflect that they are a
sustainable brand

QUALITY OF THE
PRODUCT
Good quality and resistant products

MARKET EFFORTS
It strives for its market to be people
who want to support the
environment or invite new people
to become part of sustainable
fashion.
 2 MESSAGE & VISUAL
They are shown as a fresh brand, not so
much sustainability stands out in the visual
content but in their messages

QUALITY OF THE PRODUCT

they are a grim reaper with a very
good quality, high resistance
despite being sustainable

MARKET
EFFORTS
They are a brand that makes an
effort to reach its market as fresh,
youthful and sustainable but
pleasant to use.
 3 MESSAGE & VISUAL
They focus a lot on the environment, they
always seek to highlight their brand by
transmitting messages that insist on the
preservation of the environment and use
more sustainable clothing

QUALITY OF THE PRODUCT

The quality of the clothes looks very warm,
especially with the products they use. As
for the service, they are quite attentive at
the time of serving you always and always
taking into account their store philosophy

MARKET
EFFORTS
A brand that uses a way of equality to
reach its market, they try to transmit their
brand as a sustainable brand but equal to
other brands that do not sell sustainable
clothing
TARGET AUDIENCE
 AGE LOCATION
18-30 BOGOTÁ
INCOME
GENDER
LEVEL
+ MALE OR
1'000.000
COP FEMALE
PERSONALITY,
ATTITUDES, VALUES
He/ she likes to reduce the level of
consume of a certain good or service, if it
negatively affects the environment.
- Substitute goods for others more
responsible with the environment.
- Fashionist.

EDUCATION STATUS
LEVEL
COMPLETED
NO
HIGH SCHOOL MATTER
BACHELOR'S
DEGREE
OCUPATION
INTERESTS/ NO
HOBBIES
-Fashion events
MATTER
- Ecological events
- Environment - Innovations
- Sustainable in fashion
products
 OBJECTIVES
Main objectives of Parouzi

ENCOURAGE BRANDS AND POTENTIAL CONSUMERS TO

WEAR SUSTAINABLE CLOTHING

CARRY OUT CAMPAIGNS TO TEACH HOW TO MANAGE

SUSTAINABLE RESOURCES

CREATE COLLABORATIONS AND POINTS IN STORES TO

COLLECT RECYCLABLE MATERIALS
 BRAND
ELEMENTS
PERSONALITY - VOICE – BRAND IDENTITY
 PERSONALITY
LET YOUR BRAND PERSONALITY SHINE

FRIENDLY /
PERSONABLE CORPORATE

PLANNING,
HIGH ENERGY OR
CAREFUL
SPONTANEOUS
THINKING

MODERN, HIGH TRADITIONAL /

TECH, STYLISH CLASSIC

CUTTING-EDGE ESTABLISHED

FUN SERIOUS

INCLUSIVE TO
ALL EXCLUSIVE

PAROUZI IS MORE CONTEMPORARY, AND LIKELY FAST-MOVING

EMBRACING THE LATEST TECHNOLOGIES. SHOW PERSONALITY WITH
ENERGY AND APPROACHABILITY. BE FUN AND TRENDY, BUT WITH A
STYLE THAT RELATES TO YOUR AUDIENCE FOR THE LONG TERM.
 VOICE
Form your brand voice

Friendly Eco-friendly Trustworthy

Stylish Unique
 STORY & MESSAGE
BUILD A BRAND STORY & MESSAGING

PAROUZI IS A CLOTHING BRAND CREATED TO INTRODUCE A

FRESH AND ADAPTIVE FASHION STYLE IN WHICH EVERYONE IS
THE PROTAGONIST OF ITS USE.

THE CREATION OF THE BRAND WAS IN 2020 IN ORDER TO

WANT TO CONTRIBUTE TO THE ENVIRONMENT FROM THE
CLOTHES WE WEAR. SOMETHING IMPORTANT IS THAT
FASHION DOES NOT STOP BEING TASTE AND VANITY, WE
KNOW THAT VERY WELL, WE KNOW HOW TO CREATE
BEAUTIFUL THINGS BEING THE MOST RESPONSIBLE WITH THE
ENVIRONMENT, THE TEXTILE SECTOR IS THE SECOND MOST
POLLUTING SECTOR IN THE WORLD.

PAROUZI WAS ALSO BORN SO THAT PEOPLE WHO ARE LAZY OR

DO NOT KNOW HOW TO BE MINIMALLY ECOLOGICAL CAN BE
SO WITH WHAT THEY WEAR, WHILE STILL DRESSING WELL.

PAROUZI WANTS TO BREAK BEAUTY PARADIGMS AND CREATE

ENVIRONMENTALLY CONSCIOUS CLOTHING (ECOLOGICAL,
RECYCLABLE OR ORGANIC CLOTHING).
 LOGO & TAGLINE
BUILD A BRAND STORY & MESSAGING

PAROUZI DERIVES FROM THE WORD "PAROUSIA" WHICH MEANS

DIVINE PRESENCE, WE MAY ADAPT THE WORD BETWEEN GREEK
AND ITALIAN AND CREATE A PRESENCE OF A NATURAL GOD -
ASTRAL IN WHICH THE ENTITY DOES NOT WANT TO REPRESENT
GENDER AND WANTS TO LIVE IN HARMONY WITH THE NATURAL
JUNGLE AND OF CEMENT, IT IS WELL KNOWN THAT THE GODS SEE
EVERYTHING, OUR GOD WISHES TO PROTECT AND CREATE THAT
COEXISTENCE.

AN EYE, THE EYE THAT SEES EVERYTHING AND

THAT IS REPRESENTS MUCH BEYOND, THE EYES
ARE A REFLECTION OF WHAT THEY SEE THE
EYELASHES HAVE PEAKS DUE TO THE SIMPLICITY
OF THE MOUNTAINS, THE PUPIL IS A REFLECTION
OF THE WATER WITH THE MOON OR THE SUN.
 BRAND
STRATEGY
STRATEGY PROPOSAL AND RECOMMENDATIONS
 INTEGRATION

EVERYWHERE
INTEGRATE YOUR BRAND

OFFICE / RETAIL ENVIRONMENT WEBSITE

PAROUZI IS AN E-COMMERCE FOR THAT REASON THEY YOUR WEBSITE IS ONE OF THE BIGGEST ASSETS IN A
DON'T HAVE SHOPS BUT IN THE FUTURE IT WOULD BE BRANDING TOOLBOX—IT’S THE HUB FOR ALL ONLINE
GREAT TO HAVE ONE. BUT IN THE OTHER HAND, MARKETING EFFORTS. PAROUZI INCLUDE:
PAROUZI WORKS WITH A VERY INTERESTING , FOR
NATIONAL AND INTERNATIONAL DELIVERIES, THEY
HAVE BIODEGRADABLE
PLASTIC BAGS MADE OF CORN. STRONG, PROMINENT CALL-TO-ACTION

PRODUCT & PACKAGING INSTALLATION OF GOOGLE ANALYTICS

OPTIMIZED CONTENT FOR SEARCH ENGINES

EASY TO FIND CONTACT INFORMATION

SOCIAL PLATFORMS
PAROUZI WORKS IN THE FOLLOWING SOCIAL MOBILE-FRIENDLY DESIGN AND FUNCTIONALITY
CHANNELS:
A SIMPLE NAVIGATION AND USER EXPERIENCE

FACEBOOK GOOGLE BUSINESS

TWITTER LINKEDIN

INSTAGRAM PINTEREST

SNAPCHAT YOUTUBE

TIKTOK SPOTIFY
 RECOMMENDATIONS FOR PAROUZI
CONSISTENCY
STAY TRUE TO YOUR BRAND

USE YOUR CHOSEN BRAND VOICE AND DOCUMENT ALL THE BRAND GUIDELINES DON’T CONSTANTLY CHANGE YOUR
FOR EVERY PIECE OF CONTENT YOU YOU HAVE CREATED HERE, AND BRANDING. THE INCONSISTENCY WILL
CREATE —BOTH COPY AND GRAPHICS. DISTRIBUTE INTERNALLY FOR REFERENCE. CONFUSE YOUR CUSTOMERS.

PAROUZI COULD CREATE NOT ONLY A

PAROUZI NEEDS TO HAVE VERY CLEAR ALL DON’T CONSTANTLY CHANGE YOUR
BRAND BUT ALSO A MOVEMENT, THEIR
THE PROCESS ABOUT THE RECOLLECTION BRANDING. THE INCONSISTENCY WILL
MAIN GOAL IS ONE OF THE STRONGEST
OF THE RECYCLED MATERIAL AND THE CONFUSE YOUR CUSTOMERS. IF YOUR
TOPICS NOWADAYS, GLOBAL WARMING.
CREATION OF THE CLOTHING. THE KEY OF MAIN PRODUCT IS CLOTHING MADE OF
THEY SHOULD PUBLISH CONTENT ABOUT
THIIS POINT, IS TO HAVE A GOOS RECYCLED MATERIALS, THATS THE REASON
IT, INTERACT WITH THE AUDIENCE AND
RELATION WITH THE PROVIDERS IN ORDER WHY THE PEOPLE IS FOLLOWING THE
SHOW TO THE FOLLOWERS HOW THEY
TO HAVE THE BEST QUALITY. BRAND AND BUYING.
IMPACT POSITIVELY THE PLANET.

BE YOUR BRAND
BE YOUR BRAND’S BIGGEST ADVOCATE

ENSURE THAT NEW HIRES ENCOURAGE EMPLOYEES

ARE A CULTURE FIT—ALIGNING WITH
THE MISSION, VISION, AND VALUES OF
YOUR BRAND.
GIVE YOUR LOYAL CUSTOMERS A VOICE.
TO ESTABLISH A PERSONAL BRAND THAT
ENCOURAGE THEM TO POST REVIEWS, OR
ALIGNS WITH YOUR COMPANY BRANDING.
SHARE YOUR CONTENT.
 STRATEGY PROPOSAL
PAROUZI

SOCIAL MEDIA SOCIAL MEDIA

1 INSTAGRAM HAS CHANGED THEIR LOGARITHM, FOR

THAT REASON PAROUZI NEEDS TO DESIGN A WEEKLY
CALENDAR TO POST ON IG. THEY COULD CHOOSE A
2 TIKTOK IS ONE OF THE MOST IMPORTANT SOCIAL
MEDIA NOWADAYS, FOR THIS PAROUZI SHOULD
CREATE CONTENT ON IT, THIS APP REACHED A LOT OF
THEME FOR DAY, FOR EXAMPLE:
PEOPLE IN SHORT TIME. IT EASIER TO RAISE AN

AUDIENCE IN A MORE DYNAMIC WAY. AS WE SAID ON

- MONDAYS: PHOTO OF THE PRODUCT.
IG, THEY HAVE TO CREATE AN SCHEDULE TO PLAN
- TUESDAY: FACTS ABOUT THE PLANET.
THEIR VIDEOS, ALWAYS FOLLOWING TRENDY TOPICS
-WEDNESDAYS: AN ACTIVITY ON THE STORIES ON IG.
AND RELATING THEM WITH THE PURPOSE OF THE
-THURSDAYS: AN IGTV OF OUTFITS WITH THE CLOTHING.
BRAND.
-FRIDAYS: NEWS ABOUT GLOBAL WARMING.
 STRATEGY PROPOSAL
PAROUZI

3
PRODUCT
PAROUZI HAS ALREADY A GOOD PRODUCT, WE THINK THAT THEIR TRAGET AUDIENCE PREFERRED UNIQUE PIECES, FOR
THAT REASON PAROUZI COULD THINK ABOUT THE PERSONALIZATION OF THEIR CLOTHING, GIVE THE CUSTOMER THE
OPPORTUNITY TO CHOOSE WHAT THEY WANT TO PRINT ON AND CHARGE AN ADDITIONAL PRICE.

FOR MARKETING WILL BE VERY INTERESTING, THEY COULD HAVE TEMPORAL COLLECTIONS WITH SOME PHRASES,
MEMES OR PHOTOS THAT HAVE AN IMPACT ON THE MEDIA IN THESE SEASON. ANOTHER INTERESTING OPTION IS
CREATE COLLECTIONS WITH DIFFERENT COLORS, THE CUSTOMER WOULD THINK THEY HAVE AN UNIQUE PIECE.

FOTOS TOMADAS DE: @DULCEMIEL2