Last Updated June, 2018

PART 1: PART 2:
OUR VALUES INTERNAL ALIGNMENT
Vision 04 Lifestyle 15 Visuals 27

Mission 05 Trendhim is 16 Consistency 29

Values 06 Localisation 17 Photography guidelines 30

Story 08 Written Сommunication 19 Logo usage 33

Experience 10 Slogan usage 35

Copy Examples 21
Design 11 Colour Palette 36
Social Media 24
Atlas 12 Typography 37
Sender 26
Sketches 40

Marketing Rulebook 43
Photography 43
Discounts 43
PART 1 OUR VALUES

3 / 44
 VISION
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.

4 / 44
 MISSION
Trendhim designs fashionable,
affordable, and quality men’s
accessories.

We want to make our products

conveniently available to all men
globally.

5 / 44
 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.

• We provide those good feelings & vibes.

• Hakuna Matata.

6 / 44
7 / 44
 STORY
We were just two naive boys, Mikkel & Sebastian, when we decided to Now, six years later, Trendhim has grown in ways we couldn’t imagine,
start a company selling men’s accessories back in 2007. Like most young from a small startup to a full team. We have ten house brands, each
men, we were not always comfortable in our own skin, although we tried expressing their own aspect of the Scandinavian lifestyle. Designing our
hard to pretend otherwise. On our journey of growing as men, some of own products is the core of what we do. Trendhim is rooted in Denmark,
the memories we remember most vividly involve personal style, a haircut, but since 2014 we’ve expanded to six new countries per year, as far as
a watch, or a necklace that made us feel like…us. And that’s what men’s Australia, Canada, and South Africa.
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 In all honesty, the early years were about surviving for us, not about
was the classic story of ups and downs and a long hard grind. 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
The first few years were tough, slowly building our online store out of a travelled along our path, trying to be our own, the more we’ve realised
small flat. Turning the startup into a business. In 2012, we created our first that this is what it was all about for us. Helping men around the world
house brand, Lucleon, marking our transition from simple retail to actually be their own man.
designing accessories. It was expensive and time-consuming, but it was
what we wanted; to design quality, affordable men’s accessories.

Want more anecdotes from our ten-year journey?

READ THE FULL STORY

8 / 44
9 / 44
 EXPERIENCE
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.

10 / 44
 DESIGN
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.

11 / 44
 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

12 / 44
13 / 44
PART 2 INTERNAL ALIGNMENT

14 / 44
LIFESTYLE
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.

15 / 44
TRENDHIM
IS
Witty, Scandinavian, Modern, and
Approachable.

16 / 44
 L O C A L I S AT I O N
When communicating we have two goals:

A: Feel local to the customer, creating a high level

of trust.

B: Maintain our brand integrity, and express our

brand essence.

In practical terms that means things like:

• Our website and customer service is as

localised as possible.

• We do not translate the phrase “Be your own

man”.

• Any video material we make about Trendhim,

we generally make in English with subtitles.

• Newsletters and emails are always localised.

• Social Media profiles will involve some level of

English / global communication.

17 / 44
18 / 44
 WRITTEN
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.

19 / 44
20 / 44
 COPY EXAMPLES

GOOD COPY OVERDOING WITTINESS

ORDER CONFIRMATION EMAIL ORDER CONFIRMATION EMAIL

You’re neat. Why? ‘Cause you clearly have some epic online shopping Hold on to your chair, put on your big boy pants, and buckle up. Why?
skills. Thank you so much for your order, David. ‘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
In case you forgot, here’s a detailed summary of what’s going on. :-) 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. :-)

COPY FROM AN ARTICLE ON POCKET SQUARES COPY FROM AN ARTICLE ON POCKET SQUARES

Difference between pocket square and handkerchief? A pocket So seriously, what’s the difference between pocket square and
square is for showing and has no practical purpose besides making handkerchief? A pocket square is for showcasing that cool personality
you look darn good. The handkerchief however, is meant for wiping of yours and has no practical purpose besides making you look better
sweat, blowing your nose, or the occasional offering to a damsel in than Ryan Gosling in Crazy Stupid Love. The handkerchief, however,
distress. In short, just remember: one for blow, one for show. 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.

21 / 44
 GOOD COPY OVERDOING WITTINESS

CONFIRMATION OF NEWSLET TER SIGNUP CONFIRMATION OF NEWSLET TER SIGNUP

High five! Hold my beer and let me do a backflip, ‘cause I’m so excited you
Welcome to the tribe! decided to join the tribe. Welcome!
You can expect the first email from us within a couple of days. Expect the first digital letter from us before the sun has crossed the sky
twice.

NEW COLLECTION COPY NEW COLLECTION COPY

There’s a reason leather’s been used for thousands of years. Durable, There’s an exceptionally good reason that leather’s been used for
strong, and freakin’ charming! Guess what the bags in this limited- thousands of years. Durable, charming as hell, and stronger than a…
edition California Collection are made of? 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!

22 / 44
23 / 44
 SOCIAL MEDIA
GOOD CONTEXT BAD CONTEXT

Well hello there gorgeous. About a bag. The perfect way to start your About a pair of sunglasses.
week. Generic and boring.

Christmas is not only about About a neat christmas Are you ready for Valentine’s About a new products.
wearing ugly sweaters, right? necktie. Day? Generic and boring.

Got a serious man-crush on Witty. Buy this watch and be cool! Used car salesman. Icky.
this leather bag. Flat as a pancake.

Wait what time is it? It’s About a watch picture. Classic bracelet and ring. Don’t oversell our products
weekend time! with adjectives.

Classic never gets old. True About a pocket watch. Beautiful, timeless and stylish Never use the word “cheap”.
story. new watches online.

Getting a little extravagant on Posting a gold watch. Cheap, new watches from Too flat.
this rainy Sunday. Lucleon!

24 / 44
 GOOD CONTEXT BAD CONTEXT

Winter has arrived. Witty reference. Posting a Weekly look online! Too flat.
winter look.

Put a ring on it... About a new ring collection. What are your go-to We don’t ask lame questions
accessories? to probe interaction.

Those weekend vibes. Casual, weekend posting. Christmas gift idea? Boring, flat...

Can’t grow a moustache on Posting a moustache lapel pin. Classic polka dot pocket Don’t lie.
your face? Just add one to square. A must-have in any
your lapel. man’s wardrobe.

Lion head sterling silver ring, About a new ring with a lion You’ve never looked as stylish Stating obviously what should
just because, you know, lions motif. as you will with this bracelet. be subcommunicated.
rock. You’ll be the most popular guy
around.

Set sail, captain! New anchor bracelet. Fashionable and timeless Don’t try to hype products
sterling silver lions ring in the with common jargon.
highest quality!

25 / 44
 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.

26 / 44
 VISUAL S
As a general rule, everything
needs to align with the visual
representation of the book you’re
currently reading.

27 / 44
28 / 44
 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.

29 / 44
 PHOTOGRAPHY
GUIDELINES
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.

30 / 44
MODEL PHOTOGR APHY DO’S MODEL PHOTOGR APHY DONT’S

Photos should not be overly staged or have a feeling of Models shouldn’t be too young or too hipster.
being from a catalogue. Instead, they should evoke a
feeling of a casual, everyday lifestyle.
It’s very important that models don’t do an imitation of Blue
Steel and the Magnum from Zoolander.
Photos should be positive and feel real.

Models need to look positive.

If shooting photos for a specific house brand, the style
should reflect that brand. If a model is wearing items
Styling of looks should represent mainstream / high street
from multiple brands, the Trendhim positive brand
fashion, not any kind of quirky or specific fashion style. All
image as explained above should be the guideline.
shoots need to match the overall feel of Trendhim. The only
exception to this, is specific house brand photoshoots for
We sell accessories. The accessories used in a look collections, that need to reflect the style of that specific brand.
must be visible in all photos.

Even if the photos have an ‘attitude’, they should never be

Colour and feel must be cohesive throughout all shots aggressive or idealise violence.
of a set, especially in close-ups.

Accessories must always be visible in the photos. For example,

Close-ups must be clear, sharp and have enough don’t place a dark watch or bag on top of a dark outfit as the
contrast. accessories will blend in with the surroundings too much.

All photos must accurately reflect the products. Avoid having anything between the accessories and the
photographer.

31 / 44
32 / 44
 LOGO USAGE
• Logo should always be a solid colour. Ideally
white or shades of black.

• Never distort, stretch, rearrange or in any way

alter the logo.

• 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.

• 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.

• 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.

33 / 44
min border size

34 / 44
 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.

• Whenever used, it should follow our

typography guidelines.

• 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.

35 / 44
 COLOUR PALETTE
TEXT AND HEADERS

PANTONE Black 7 C
RGB 52 51 51
CMYK 0 0 0 90
HTML #333

SMALL DETAILS AND CTA

PANTONE 7730 C
RGB 62 149 108
CMYK 58 0 28 42
HTML #4b8e6b

BACKGROUND ELEMENTS

PANTONE P 179-1 U
RGB 244 244 244
CMYK 0 0 0 5
HTML #f5f5f5

PANTONE White
RGB 255 255 255
CMYK 0 0 0 0
HTML #fff

36 / 44
 TYPOGRAPHY
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.

37 / 44
 GOTHAM FAMILY

A B C D E F GHIJ K LMNOPQRSTU VWXYZ

a b c d e f g hi j kl mnop q rs tuv wxy z
1234 5 67 8 90 ! ?.,;’”

A B C D E F GHIJKL MNOPQRSTUVW X YZ
a b c def ghijklmnopqrstuvwxy z
1 2 34 56 7 8 9 0 ! ?. ,;’”

A BC D E F GHIJKLMNOPQRSTUVWX YZ
a b c defghi j kl m no pqrstu vwxyz
12 3 4 5678 90! ?.,;’”

A B C D E F GHIJKL MNOPQRSTU VWXYZ

a b c d efg h ijk l m n o p q r stuvwxy z
1 2345 6 7 8 9 0 !?. ,;’”

38 / 44
39 / 44
 SKETCHES
Whenever we want to illustrate something with sketches, it should match
the style below, so we maintain a cohesive expression.

40 / 44
41 / 44
42 / 44
 MARKETING
RULEBOOK
Every visitor and customer should be introduced to
Vision, Story, Experience and Design. As detailed in
part 1 of this brand manual.

PHOTOGRAPHY
As much as we possibly can, we only use images from
the website:

• https://www.trendhim.co.uk/looks

• https://www.trendhim.co.uk/collections

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.

DISCOUNTS
As a rule, we try to avoid discounts.
House brands’ pricing strategy always have priority
over Trendhim.

43 / 44
44 / 44