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Last Updated June, 2018
Last Updated June, 2018
PART 1: OUR VALUES
PART 2: INTERNAL ALIGNMENT
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LifestyleVision
Written СommunicationStory
Visuals
Marketing Rulebook
Copy Examples
Social Media
Sender
Consistency
Photography
Logo usage
Typography
Photography guidelines
Colour Palette
Discounts
Slogan usage
Sketches
Atlas
Trendhim isMission
Experience
LocalisationValues
Design
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PART 1 OUR VALUES
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V I S I O N
Men’s accessories are not about
dressing up for special occasions,
nor are they reserved for a specific
group of men. It’s not about
gimmicks or necessarily looking
good. It’s about expressing what
makes you your own, and one way to
do that is through the smaller things
you wear, accessories.
We want to help every man be his
own.
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M I S S I O N
Trendhim designs fashionable,
affordable, and quality men’s
accessories.
We want to make our products
conveniently available to all men
globally.
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VA L U E S
We believe in honest human interactions, keeping your
word, and staying true to yourself.
We live by three core values:
We make things happen in flip flops.•
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We provide those good feelings & vibes.
Hakuna Matata.
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READ THE FULL STORY
Want more anecdotes from our ten-year journey?
We were just two naive boys, Mikkel & Sebastian, when we decided to
start a company selling men’s accessories back in 2007. Like most young
men, we were not always comfortable in our own skin, although we tried
hard to pretend otherwise. On our journey of growing as men, some of
the memories we remember most vividly involve personal style, a haircut,
a watch, or a necklace that made us feel like…us. And that’s what men’s
accessories are all about. Maybe these memories were why we ended up
selling men’s accessories, maybe not, but we went for it. What followed
was the classic story of ups and downs and a long hard grind.
The first few years were tough, slowly building our online store out of a
small flat. Turning the startup into a business. In 2012, we created our first
house brand, Lucleon, marking our transition from simple retail to actually
designing accessories. It was expensive and time-consuming, but it was
what we wanted; to design quality, affordable men’s accessories.
Now, six years later, Trendhim has grown in ways we couldn’t imagine,
from a small startup to a full team. We have ten house brands, each
expressing their own aspect of the Scandinavian lifestyle. Designing our
own products is the core of what we do. Trendhim is rooted in Denmark,
but since 2014 we’ve expanded to six new countries per year, as far as
Australia, Canada, and South Africa.
In all honesty, the early years were about surviving for us, not about
making the world a better place. But as we’ve grown as men, so has
our view of the world and our vision for Trendhim. The further we’ve
travelled along our path, trying to be our own, the more we’ve realised
that this is what it was all about for us. Helping men around the world
be their own man.
S T O R Y
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E X P E R I E N C E
We deliver a high-quality e-commerce experience that
honors the standards of our products in every aspect..
To us, e-commerce, which has always been the core of
Trendhim, is about over-delivering in every aspect, from
customer service, to delivery and unboxing. It’s about
convenience, but just as much about an inspirational,
enjoyable shopping experience.
It’s our goal to leave customers inspired, with a sense
of an honest human connection between customer and
company.
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D E S I G N
The majority of new products you’ll find on Trendhim
are unique to us. They’re designed and produced under
our own house brands, providing the customer with
maximum value.
We come from Denmark and our roots are Scandinavian,
which is reflected in most of our products, but we aim
to help all men be their own. This means each brand has
its own direction and style and we sell something for
everyone.
We design high-quality, affordable products with the
goal of expressing or making you feel exactly what
makes you your own man.
Every Trendhim design, from packaging to product,
should inspire.
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AT L A S
We’d like to think we do things differently than most companies in the way
we work, the way we think, and the goals we strive for. We value time, love
tech, and have a large amount of freedom and responsibility amongst our
teams.
To us, it’s all about being ourselves, as employees and human beings. We
value good work, making a difference, and providing our customers with
an awesome experience. We don’t care if you do that in flip flops or a suit.
We communicate honestly both externally and internally.
In 2017, we decided to put all our thoughts, values, and ways of working
into what became the Trendhim Atlas. It helps us attract the right talent
and express the essence of what makes Trendhim its own. The Atlas is to
the Trendhim team what Hakuna Matata is to Timon and Pumba.
READ THE FULL ATLAS HERE
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PART 2 INTERNAL ALIGNMENT
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L I F E S T Y L E
Trendhim aims to express a
Scandinavian lifestyle. The website
needs a Scandinavian inspired feel.
Our products, in most cases, have a
Scandinavian look and feel to them,
from packaging to product.
This brand book, in itself, is the best
representation of the style we’re
aiming for in everything that we do.
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T R E N D H I M I S
Witty, Scandinavian, Modern, and
Approachable.
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L O C A L I S AT I O N
When communicating we have two goals:
In practical terms that means things like:
Feel local to the customer, creating a high level
of trust.
Our website and customer service is as
localised as possible.
Any video material we make about Trendhim,
we generally make in English with subtitles.
Social Media profiles will involve some level of
English / global communication.
A:
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B:
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Maintain our brand integrity, and express our
brand essence.
We do not translate the phrase “Be your own
man”.
Newsletters and emails are always localised.
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W R I T T E N C O M M U N I C AT I O N
Order related communication: Trendhim talks to customers
in a human-to-human, down-to-earth way.
Grammar and formatting: We use correct grammar, and
we abbreviate the same things you would when having a
conversation with your buddy.
Readability: We use simple words and short sentences to
ensure what we want to say is being heard. ‘Cause it doesn’t
matter what we write if it takes a professor of literature to
interpret it.
Style / Tone of voice: All copy is straight to the point, easily
skimmable, and casual, with a twist of charm and wit.
In a nutshell, Trendhim is your straight-talkin’, trustworthy,
approachable, witty friend.
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GOOD COPY OVERDOING WITTINESS
COPY EXAMPLES
You’re neat. Why? ‘Cause you clearly have some epic online shopping
skills. Thank you so much for your order, David.
In case you forgot, here’s a detailed summary of what’s going on. :-)
Difference between pocket square and handkerchief? A pocket
square is for showing and has no practical purpose besides making
you look darn good. The handkerchief however, is meant for wiping
sweat, blowing your nose, or the occasional offering to a damsel in
distress. In short, just remember: one for blow, one for show.
Hold on to your chair, put on your big boy pants, and buckle up. Why?
‘Cause we’re ‘bout to applaud you six ways till Sunday for clearly having
some epic online shopping skills. From a position of gratitude and a
bent knee, we thank you for your order, David.
We’re transmitting this digital letter to you to confirm a few practical
matters that you probably already know. But just in case you went
on a shopping spree while drunk on a cocktail of love, happiness, and
lukewarm coffee, and consequently blacked out after your purchase,
here’s a detailed summary of what’s going on. :-)
So seriously, what’s the difference between pocket square and
handkerchief? A pocket square is for showcasing that cool personality
of yours and has no practical purpose besides making you look better
than Ryan Gosling in Crazy Stupid Love. The handkerchief, however,
is meant for wiping sweat, blowing your nose, offering to a damsel in
distress, or an impromptu bull fight. In short, just remember: one for
blow, one for show.
ORDER CONFIRMATION EMAIL
COPY FROM AN ARTICLE ON POCKET SQUARES
ORDER CONFIRMATION EMAIL
COPY FROM AN ARTICLE ON POCKET SQUARES
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High five!
Welcome to the tribe!
You can expect the first email from us within a couple of days.
There’s a reason leather’s been used for thousands of years. Durable,
strong, and freakin’ charming! Guess what the bags in this limited-
edition California Collection are made of?
Hold my beer and let me do a backflip, ‘cause I’m so excited you
decided to join the tribe. Welcome!
Expect the first digital letter from us before the sun has crossed the sky
twice.
There’s an exceptionally good reason that leather’s been used for
thousands of years. Durable, charming as hell, and stronger than a…
well something crazy strong! And it ages better than that new kitchen
knife you thought would last a thousand years. Oh, and guess what our
new baby, the limited-edition California Collection, is made of? Yup, you
guessed it, it’s not steel!
CONFIRMATION OF NEWSLETTER SIGNUP
NEW COLLECTION COPY NEW COLLECTION COPY
CONFIRMATION OF NEWSLETTER SIGNUP
GOOD COPY OVERDOING WITTINESS
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SOCIAL MEDIA
GOOD
Well hello there gorgeous.
Wait what time is it? It’s
weekend time!
Christmas is not only about
wearing ugly sweaters, right?
Classic never gets old. True
story.
Got a serious man-crush on
this leather bag.
Getting a little extravagant on
this rainy Sunday.
CONTEXT
About a bag.
About a watch picture.
About a neat christmas
necktie.
About a pocket watch.
Witty.
Posting a gold watch.
BAD
The perfect way to start your
week.
Classic bracelet and ring.
Are you ready for Valentine’s
Day?
Beautiful, timeless and stylish
new watches online.
Buy this watch and be cool!
Cheap, new watches from
Lucleon!
CONTEXT
About a pair of sunglasses.
Generic and boring.
Don’t oversell our products
with adjectives.
About a new products.
Generic and boring.
Never use the word “cheap”.
Used car salesman. Icky.
Flat as a pancake.
Too flat.
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GOOD
Winter has arrived.
Can’t grow a moustache on
your face? Just add one to
your lapel.
Put a ring on it...
Lion head sterling silver ring,
just because, you know, lions
rock.
Those weekend vibes.
CONTEXT
Witty reference. Posting a
winter look.
Posting a moustache lapel pin.
About a new ring collection.
About a new ring with a lion
motif.
Casual, weekend posting.
BAD
Weekly look online!
Classic polka dot pocket
square. A must-have in any
man’s wardrobe.
What are your go-to
accessories?
You’ve never looked as stylish
as you will with this bracelet.
You’ll be the most popular guy
around.
Christmas gift idea?
CONTEXT
Too flat.
Don’t lie.
We don’t ask lame questions
to probe interaction.
Stating obviously what should
be subcommunicated.
Boring, flat...
Set sail, captain! New anchor bracelet. Fashionable and timeless
sterling silver lions ring in the
highest quality!
Don’t try to hype products
with common jargon.
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SENDER
We use “We” as a sender, not “I”.
This goes for both vision, story, PR,
newsletter, and social media.
As much as possible, we want to
communicate as a team.
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V I S U A L S
As a general rule, everything
needs to align with the visual
representation of the book you’re
currently reading.
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CONSISTENCY
Most important rule, in everything
that we communicate and do, is that
we’re consistent.
All photos, images and visual
representations coming from
Trendhim, should have a consistent
look and feel. Same goes for emails,
packaging and anything we express
both internally and externally.
Everything needs to represent
Trendhim’s brand image and values.
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We do a lot of photography, both
internally and externally. All images
must follow the same guidelines, and
provide a cohesive experience.
Image quality, and our overall
standards, must be high both in
model and product shots.
We aim for the highest standard
of photography within reason
financially. Think 90/10.
PHOTOGRAPHY GUIDELINES
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MODEL PHOTOGRAPHY DO’S MODEL PHOTOGRAPHY DONT’S
Photos should not be overly staged or have a feeling of
being from a catalogue. Instead, they should evoke a
feeling of a casual, everyday lifestyle.
Photos should be positive and feel real.
If shooting photos for a specific house brand, the style
should reflect that brand. If a model is wearing items
from multiple brands, the Trendhim positive brand
image as explained above should be the guideline.
We sell accessories. The accessories used in a look
must be visible in all photos.
Colour and feel must be cohesive throughout all shots
of a set, especially in close-ups.
Close-ups must be clear, sharp and have enough
contrast.
All photos must accurately reflect the products.
Models shouldn’t be too young or too hipster.
It’s very important that models don’t do an imitation of Blue
Steel and the Magnum from Zoolander.
Models need to look positive.
Styling of looks should represent mainstream / high street
fashion, not any kind of quirky or specific fashion style. All
shoots need to match the overall feel of Trendhim. The only
exception to this, is specific house brand photoshoots for
collections, that need to reflect the style of that specific brand.
Even if the photos have an ‘attitude’, they should never be
aggressive or idealise violence.
Accessories must always be visible in the photos. For example,
don’t place a dark watch or bag on top of a dark outfit as the
accessories will blend in with the surroundings too much.
Avoid having anything between the accessories and the
photographer.
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LOGO USAGE
Logo should always be a solid colour. Ideally
white or shades of black.
Never use just part of the logo. All or nothing.
Logo should always be clear and readable.
Logo can be used with or without slogan.
There should be sufficient clean space around
the logo. Never jam it into a crowded space,
and never use it directly on top of pictures if it
isn’t clearly readable.
We don’t take pride in putting our logo on
everything, or use it as part of our designs.
But at the same time we want people to
remember us. The logo should be incorporated
in everything that we do, if it fits naturally, and
does not feel forced.
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Never distort, stretch, rearrange or in any way
alter the logo.
Never write “TRENDHIM”, in a way or font, that
can be viewed as the logo, but isn’t. Always use
the logo as is, or write “Trendhim”, as regular
text.
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min border size
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SLOGAN USAGE
Our slogan is part of our vision, and thus
naturally a part of the way we communicate.
It’s natural to place in connection with the
logo, but also natural to incorporate into copy.
It’s not a logo on its own, and not part
of our logo either.
It should never be translated when put
in connection with our logo.
It should never be translated when
written on its own.
It can be loosely translated when
incorporated directly into copy.
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• Whenever used, it should follow our
typography guidelines.
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COLOUR PALETTE
Black 7 C
52 51 51
0 0 0 90
#333
7730 C
62 149 108
58 0 28 42
#4b8e6b
P 179-1 U
244 244 244
0 0 0 5
#f5f5f5
White
255 255 255
0 0 0 0
#fff
PANTONE
RGB
CMYK
HTML
PANTONE
RGB
CMYK
HTML
PANTONE
RGB
CMYK
HTML
PANTONE
RGB
CMYK
HTML
TEXT AND HEADERS
SMALL DETAILS AND CTA
BACKGROUND ELEMENTS
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Trendhim as a platform and a brand
only uses Gotham for all publications,
including web and print. However
for marketing campaigns related to
specific house brands it’s allowed to
use each house brand’s own fonts.
Use bold to emphasize words that
are important.
All headlines should be capital.
TYPOGRAPHY
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A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
1 2 3 4 5 6 7 8 9 0 ! ? . , ; ’ ”
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
1 2 3 4 5 6 7 8 9 0 ! ? . , ; ’ ”
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
1 2 3 4 5 6 7 8 9 0 ! ? . , ; ’ ”
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
1 2 3 4 5 6 7 8 9 0 ! ? . , ; ’ ”
GOTHAM FAMILY
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SKETCHES
Whenever we want to illustrate something with sketches, it should match
the style below, so we maintain a cohesive expression.
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M A R K E T I N G R U L E B O O K
DISCOUNTS
PHOTOGRAPHY
Every visitor and customer should be introduced to
Vision, Story, Experience and Design. As detailed in
part 1 of this brand manual.
As a rule, we try to avoid discounts.
House brands’ pricing strategy always have priority
over Trendhim.
As much as we possibly can, we only use images from
the website:
We never use stock photos.
We try to avoid marketing material without inspirational
photography of products. That means no packshots as
a good rule of thumb.
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https://www.trendhim.co.uk/looks
https://www.trendhim.co.uk/collections
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