Brand Book

Breathing
Fresh Air into
steamerystockholm.com

Care for Fashion

Clothing Care
Steamery | Breathing Fresh Air into Textile Care | Intro

This is Steamery’s brand book and brand platform.

A guide and go-to source for who we are as a brand
and company, what we stand for and aim to achieve.
It describes how our brand appears, acts and should be
communicated. This will allow us to create a cohesive
experience in our communication and in every channel.

Our brand book is a living document that should change

and evolve over time.

Welcome to the world of Steamery!

Steamery | Ecosystem
Steamery | Breathing Fresh Air into Textile Care | About Us

Why
We want to make your clothes
look great and last longer

How
By educating people how to care
for their clothes, and providing
them with the right tools

What
We design innovative and high-
quality clothing care products
and provide our community with
all the knowledge they need
 Key
Attributes
Steamery | Breathing Fresh Air into Textile Care | Our Concept

The life of a garment today is unnecessarily short.

The norm is that you buy a sweater, wash it way too
Breathing
often and throw it out way too early. We would like
to change that. The way we treat our clothes today Fresh Air into
is simply not possible in the long run.

The philosophy of clothing care is not something

Clothing Care
new. Two generations ago everybody knew how to
take care of clothes, but since then the tradition has
been forgotten. We wanted to bring it back, but with
a modern solution.

At Steamery, our mission is to inspire and educate

people to take better care of their clothes in order to
make them look great and last longer. We do that by
creating smart, minimalistic and modern clothing
care products that we believe will forever change the
way we treat our clothes.
Steamery | Breathing Fresh Air into Textile Care | Our Concept (short)

Caring for your clothes will make them last

longer. At Steamery, we believe it should
be easy to do that.

By combining high technology with minimalistic

design, we create modern clothing care
products that will make your clothes look great
and last longer.
Steamery | Breathing Fresh Air into Textile Care | Our Message

Co-Founders
I think we all need to slow down.
Invest in clothes we really need, take
good care of them, and hopefully one
day pass them along to a new owner.
It’s an essential part of the circular
fashion way.

— Frej Lewenhaupt, CEO & Co-Founder

Steamery | Breathing Fresh Air into Textile Care | Vision

The Vision

To be the global leader within textile

care
–
By giving people the very best tools to
love and care for their clothes and
textiles.

Fabric Spray
Steamery | Breathing Fresh Air into Textile Care | Mission

The Mission

Breathing fresh air into textile care, Steamery is

on a mission to modernise this centuries-old
tradition. Creating innovative products designed
for the urban, fast-paced lifestyle that help slow
down unsustainable patterns.
Pilo No.2 Fabric Shaver

Steamery shall be the leader within the field;

making your old textiles look like new, so that
they can last much longer.
Steamery | Breathing Fresh Air into Textile Care | Core Values

We Are
Global
We were born global and
the whole world is our playground.
Steamery | Breathing Fresh Air into Textile Care | Core Values

We Share
Energy
We are a team with a positive
mindset, always open to different
opinions and ideas.
Steamery | Breathing Fresh Air into Textile Care | Core Values

We Are
Bold
We aim high, take risks and
are not afraid to fail.
Steamery | Breathing Fresh Air into Textile Care | Core Values

We Care
We are humble and we take responsibility.
We genuinely care for each other,
textiles and slow fashion.

Cirrus No.3 Iron Steamer

Steamery | Breathing Fresh Air into Textile Care | Tagline

Care for Fashion

To be fashionable, but also to care for the
industry and the garment itself.

Cirrus No.2 Handheld Steamer

 Market
Attributes
Steamery | Breathing Fresh Air into Textile Care | Value Proposition

Steamery helps conscious urban people（1）

to take better care of their clothes, save time
and minimise unnecessary washing (2).

We do this by offering innovative clothing care

products（3）that are efficient, well-designed
and encourage a slow fashion lifestyle (4).

Cirrus No.3 Iron Steamer

1. Segment / Target Group
2. Need
3. Product Category
4. Unique Selling Points
Steamery | Breathing Fresh Air into Textile Care | Key Messages

• Slow fashion
• Make your clothes last longer
• Scandinavian design
• Modern clothing care company
• Aesthetics meets functionality
• Textile experts
Wash less, wash right, care more
Pilo No.2 Fabric Shaver

• High-quality products
• Affordable luxury
 Personal
Attributes
Steamery | Breathing Fresh Air into Textile Care | Personal Attributes

How We
Behave
• Caring – we genuinely care about our customers,
textiles, and taking care of clothes
• Born global – a Swedish company with an

White Laundry Detergent

international mindset
• Charming – but not aspiring comedians
• Educational – we educate the market in clothing care
• Energetic – we simply love what we do
Steamery | Breathing Fresh Air into Textile Care | Personal Attributes

How We
Talk
• We are warm and personal
• We communicate professionally, in a friendly tone
• We use words that people understand
Vegan Clothing Brush

• We are honest and genuine

• Our writing can be creative, but subtle
Steamery | Breathing Fresh Air into Textile Care | Personal Attributes

How We
Look
• Authenticity and aliveness
• Beauty and art
• Scandinavian design
• Mix between products, people and lifestyle
• Unisex

Tumble Dryer Balls

• Related topics: sustainable fashion,
travel, interior & design
Steamery | Breathing Fresh Air into Textile Care | Culture Themes

Educator
We are textile experts who love
to educate about clothing care

Innovator
We are an innovative startup
that never stops moving Inspirator
We want to inspire people to embrace a
slow fashion lifestyle where they take better
care of their clothes
 Visual
Identity
Logotype
Steamery | Visual Identity | Logotype
Steamery | Visual Identity | Clear Space
Steamery | Visual Identity | Clear Space
Steamery | Visual Identity | Clear Space
Steamery | Visual Identity | Negative Logotype

Only use black logo on a white or light Only use white logo on a black or dark
color background color background
Steamery | Visual Identity | Negative Logotype
Steamery | Visual Identity | Logo Scale

Our logo is designed to scale to

small size on print and screen

smallest width: 22mm/ 65px

Steamery | Visual Identity | Logo Placement

Logo will always be centred in the middle,

it can be on the top or in the bottom,
depending on the communications
Steamery | Visual Identity | Logo Placement

Logo will always be centred in the middle,

it can be on the top or in the bottom,
depending on the communications
Steamery | Visual Identity | Logo Guidance
Typography
Steamery | Visual Identity | Typography | Headline

Euclid Square Semi Bold

abcdefghijklmnopqrstuvwxyzåöä
ABCDEFGHIJKLMNOPQRSTUVWXYZÅÖÄ
1234567890!@#$%^&*()-=_+{}:"|<>?[];'\,./`~

Headline:
This headline is
Euclid Square Semi Bold
Leading (Line Space): Font size + 10pt three lines and set
Tracking (Letter Space): 20
in Euclid semi bold
Steamery | Visual Identity | Typography | Body Text

Muli Light

abcdefghijklmnopqrstuvwxyzåöä
ABCDEFGHIJKLMNOPQRSTUVWXYZÅÖÄ
1234567890!@#$%^&*()-=_+{}:"|<>?[];'\,./`~

Body Text: Breathing fresh air into textile care,

Muli Light Steamery is on a mission to modernise
Leading (Line Space): Font size + 10pt this centuries-old tradition. Creating
Tracking (Letter Space): 0 innovative products designed for
the urban, fast-paced lifestyle that help
slow down unsustainable patterns.
Steamery | Visual Identity | Typography | Body Text

The Background

The lifetime of a garment today is unnecessarily short. The norm

is that you buy a sweater, wash it way too often and throw it out
way too early. We believe in changing that behaviour. The way
we treat our clothes today is simply not possible in the long run.

Our Mission

Breathing fresh air into textile care, Steamery is on a mission to

modernise this centuries-old tradition. Creating innovative
products designed for the urban, fast-paced lifestyle that help
slows down unsustainable patterns.

Steamery shall be the leader within the field; making your old
textiles look like new, so that they can last much longer.
Color
Steamery | Visual Identity | Color | Primary

Our primary brand colors are white

and black. They are used to
provide accessibility, simplicity,
and consistency throughout all
brand communications.

RGB - 240 235 225 RGB - 0 0 0

CMYK - 5 5 10 0 CMYK - 0 0 0 100
HEX - f0ebe1 HEX - 000000
PMS - 7527 U PMS - Black U
Steamery | Visual Identity | Color | Primary
Steamery | Visual Identity | Color | Secondary

Our color palette is colorful but

subtle. Colors should be used
#c27e6b
sparingly throughout photography #ffedb3
and marketing materials in order to
#f0ebe1 #f6dbd3
maintain meaning and potency.

#3b5e7b

#000000

#a6c0cb
#d8c5b0
#b5ccb8
Visual & Design
Language
Steamery | Visual Identity | Visual | Keywords

Soft Minimal Functional Sophisticated

Therapeutic Thoughtful Harmonious
Geometrical Intuitive Authentic
Educational Sustainable
Subtle Neutral
Steamery | Visual Identity | Visual | Keywords Don’t

Funky Funny
Exaggerated Chaotic
Pop Dramatic
Loud Commercial
Steamery | Visual Identity | Visual | Shape & Silhouette
Steamery | Visual Identity | Visual | Photography
Care for Fashion

ste am e rystoc kholm.com