heebee jeans brand book
DESCRIPTION
TRANSCRIPT
Title
Brand bookHEEBEE
1
HEEBEE Intro
Intro
Positioning
History
Name
Positioning
Promise
Brand Values
Brand Pillars
2
3
4
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
Creative
Primary Logo
Secondary Logo
Design Elements
Typefaces
Color Palette
External Communication
and Content
Culture and Placement
Where Are We?
People
How to Live the Brand
Contact
Table of contents
2
HEEBEE Intro
The purpose of this book is not to promote Heebee; this is a mere statement of the brand itself.
As Heebee grows, go back to this book to remind yourself and the people you work with what the brand
is really about. What Heebee Co. is trying to accomplish and what its ultimate goal is.
Always remember that we come from an original and authentic brand. If we loose these roots, we can
become extremely unattractive to our cult followers.
Keep it simple, keep it authentic.
Intro
TitlePositioning
HEEBEE
4
History
“I’ve always loved jeans. I’ve been a fan several times throughout my life starting in 1st grade with my
acid black and white stonewash jeans. I would wear them every day.
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WKDWèV�ZKHUH�,�GLVFRYHUHG�VHOYDJH�DQG�UDZ�GHQLP�WKURXJK�WKHLU������-HDQV�ZKLFK�,�ZRXOG�VSHQG�KDOI�P\�
paycheck on, including my employee discount, to own.
Later, after I started working on the cooperate side, I met Adam Linke and realized we shared an
ambition to create a business. I was on another jeans kick at that time (True Religion, which had their shop
RQ�WKH�WRS�ćRRU�RI�WKH�PDOO���2QH�GD\�KH�DQG�,�ZHUH�ZDONLQJ�WKURXJK�WKH�0DOO�RQ�RQH�RI�RXU���+RXU�OXQFKHV�
Positioning
5
HEEBEE
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PLQXWHV��ê2QO\�LI�ZH�GR�LW�ULJKW�ë�KH�VDLG�DQG�VR�ZH�EHJDQ���
Adam started making connections while I started developing ideas and in a few short months we had
VRPH�UHDOO\�EDG�ĆWWLQJ�KDQG�PDGH�VDPSOHV�IURP�RXU�IULHQG��$W�OHDVW�LW�ZDV�D�VWHS�IRUZDUG��7KH�UHVW�LV�MXVW�
progression and dedication. We discovered the different kinds of selvage and began to realize that we only
ZDQWHG�WR�XVHG�WKH�EHVW�ZKLFK�LV�ZK\�ZH�FKRRVH�WR�RQO\�JR�ZLWK�-DSDQHVH�PLOOHG�GHQLP�ë
��+HEHU�*��6DXUH\
Positioning
HEEBEE
6
Positioning
Name
“Heebee is a nickname that my sister Anna called me when she was learning how to talk. It’s catchy
and works well when asking, “Are those Heebee’s?” or “How are the Heebees working out for you?”
Interestingly enough, the name Heber is a Canaanite name from the Bible which means fellowship
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whose interpretation is controversial .”
HEEBEE
7
Positioning
Positioning
+HHEHH�LV�WKH�RQO\�6DQ�)UDQFLVFR�KDQGPDGH�PHQèV�GHQLP�FRPSDQ\�WKDW�EULQJV�
FUDIW��DQG�GHVLJQ�WRJHWKHU�ZLWK�KLJK�TXDOLW\��ORQJ�ODVWLQJ�-DSDQHVH�UDZ�GHQLP��
,W�LV�D�VROXWLRQ�IRU�PHQ�ZKR�ZDQW�WR�ZHDU�IDVKLRQDEOH�TXDOLW\�SDQWV��FDVXDOO\�
DQG�HYHU\GD\��+HHEHH�MHDQV�EHFRPH�D�UHćHFWLRQ�RI�\RXU�OLIHVW\OH��WKH�PRUH�
they are worn the better they look.
HEEBEE
8
Positioning
Promise
“A future where denim represents
more than fashion, inspiring other
LQGXVWULHV�WR�IRFXV�RQ�TXDOLW\��GHVLJQ��
sustainability and longevity.“
HEEBEE
9
Positioning
Brand values
Character
0HQWRUV Artists
Industrious
Communication
0\VWLF
Inspirational
Wise
Product
Longevity Design
Casual
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adipiscing elit. Aliquam hendrerit in urna
eu gravida. Morbi feugiat condimentum
lobortis. Nunc in lacus nisi. Morbi suscipit
et mauris vitae ornare. Vivamus ac quam
vitae tortor luctus rutrum. Ut euismod
dapibus sagittis. Duis lacinia elit quis dui
euismod convallis. Morbi suscipit et mau-
ris vitae ornare. Vivamus ac quam vitae
tortor luctus rutrum. Ut euismod dapibus
sagittis. Duis lacinia elit quis dui euismod
convallis.
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Aliquam hendrerit in urna
eu gravida. Morbi feugiat condimentum
lobortis. Nunc in lacus nisi. Morbi suscipit
et mauris vitae ornare. Vivamus ac quam
vitae tortor luctus rutrum. Ut euismod
dapibus sagittis. Duis lacinia elit quis dui
euismod convallis. Morbi suscipit et mau-
ris vitae ornare. Vivamus ac quam vitae
tortor luctus rutrum. Ut euismod dapibus
sagittis. Duis lacinia elit quis dui euismod
convallis.
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Aliquam hendrerit in urna
eu gravida. Morbi feugiat condimentum
lobortis. Nunc in lacus nisi. Morbi suscipit
et mauris vitae ornare. Vivamus ac quam
vitae tortor luctus rutrum. Ut euismod
dapibus sagittis. Duis lacinia elit quis dui
euismod convallis. Morbi suscipit et mau-
ris vitae ornare. Vivamus ac quam vitae
tortor luctus rutrum. Ut euismod dapibus
sagittis. Duis lacinia elit quis dui euismod
convallis.
15
HEEBEE Title
10
Positioning
Brand pillars
Cult LeadersWe want our followers to embark on a
journey of their own.
We pass along the traditions and allow
denim to take a life of its own.
Crafters of the art of denim:H�DUH�FUDIWHUV��IRFXVHG�RQ�TXDOLW\�DQG�GHWDLO�
We never forget the tradition of denim and
use it to our advantage.
Denim as a solution to wasteful fashionHeebee is a solution for everyday casual fashion.
We believe our methods can inspire other
industries to care about sustainability.
Industry outsidersWe do not follow industry rules.
We come from different backgrounds,
are inspired by other passions, and that is
demonstrated in our products.
HEEBEE
Creative
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adipiscing elit. Aliquam hendrerit in urna
eu gravida. Morbi feugiat condimentum
lobortis. Nunc in lacus nisi. Morbi suscipit
et mauris vitae ornare. Vivamus ac quam
vitae tortor luctus rutrum. Ut euismod
dapibus sagittis. Duis lacinia elit quis dui
euismod convallis. Morbi suscipit et mau-
ris vitae ornare. Vivamus ac quam vitae
tortor luctus rutrum. Ut euismod dapibus
sagittis. Duis lacinia elit quis dui euismod
convallis.
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Aliquam hendrerit in urna
eu gravida. Morbi feugiat condimentum
lobortis. Nunc in lacus nisi. Morbi suscipit
et mauris vitae ornare. Vivamus ac quam
vitae tortor luctus rutrum. Ut euismod
dapibus sagittis. Duis lacinia elit quis dui
euismod convallis. Morbi suscipit et mau-
ris vitae ornare. Vivamus ac quam vitae
tortor luctus rutrum. Ut euismod dapibus
sagittis. Duis lacinia elit quis dui euismod
convallis.
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Aliquam hendrerit in urna
eu gravida. Morbi feugiat condimentum
lobortis. Nunc in lacus nisi. Morbi suscipit
et mauris vitae ornare. Vivamus ac quam
vitae tortor luctus rutrum. Ut euismod
dapibus sagittis. Duis lacinia elit quis dui
euismod convallis. Morbi suscipit et mau-
ris vitae ornare. Vivamus ac quam vitae
tortor luctus rutrum. Ut euismod dapibus
sagittis. Duis lacinia elit quis dui euismod
convallis.
15
HEEBEE TitleHEEBEE Creative
2XU�SULPDU\�ORJR�LV�WKH�W\SRJUDSKLF�logo. It can be used in 3 different colors:
Red, grey and white. The logo can also
EH�SUHVHQWHG�ZLWK�7KH�7KURQH�2ZO�E\�its left side. This is the logo for use in all
branding materials or communications
from or about Hebee. Examples include
letterhead, business cards, print ads,
videos, Web sites and more. Guidelines
for how to use this version have been
established to maintain consistency and
are detailed in the following pages.
Clear space requirements
No design elements, type or photos
should come any closer to the logo than
�ô��[��7KH�DFWXDO�GLVWDQFH�RI�[�ZLOO�FKDQJH�depending on how large the logo is
scaled.
Color options
There are three approved color options.
2QH�LV�JUH\��306����&���RQH�ZKLWH�DQG�WKH�RWKHU�LV�UHG��306����&���7KH�UHG�version should be used whenever color
is available. Use the primary type logo
ZKHQHYHUY�SRVVLEOH��0DWHULDOV�VKRXOG�EH�designed with red as the primary logo.
It should work with most backgrounds,
including solid colors and photographs.
Whenever around a red background
or wherever it is easier to read, use the
white logo. The grey logo should always
be used as a third option whenever the
WZR�SULPDU\��UHG�DQG�ZKLWH��DUH�QRW�DV�powerful.
12
Primary logo
HEEBEEHEEBEE
HEEBEESpace around the logo
X
X1/4
HEEBEE Title
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adipiscing elit. Aliquam hendrerit in urna
eu gravida. Morbi feugiat condimentum
lobortis. Nunc in lacus nisi. Morbi suscipit
et mauris vitae ornare. Vivamus ac quam
vitae tortor luctus rutrum. Ut euismod
dapibus sagittis. Duis lacinia elit quis dui
euismod convallis. Morbi suscipit et mau-
ris vitae ornare. Vivamus ac quam vitae
tortor luctus rutrum. Ut euismod dapibus
sagittis. Duis lacinia elit quis dui euismod
convallis.
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Aliquam hendrerit in urna
eu gravida. Morbi feugiat condimentum
lobortis. Nunc in lacus nisi. Morbi suscipit
et mauris vitae ornare. Vivamus ac quam
vitae tortor luctus rutrum. Ut euismod
dapibus sagittis. Duis lacinia elit quis dui
euismod convallis. Morbi suscipit et mau-
ris vitae ornare. Vivamus ac quam vitae
tortor luctus rutrum. Ut euismod dapibus
sagittis. Duis lacinia elit quis dui euismod
convallis.
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Aliquam hendrerit in urna
eu gravida. Morbi feugiat condimentum
lobortis. Nunc in lacus nisi. Morbi suscipit
et mauris vitae ornare. Vivamus ac quam
vitae tortor luctus rutrum. Ut euismod
dapibus sagittis. Duis lacinia elit quis dui
euismod convallis. Morbi suscipit et mau-
ris vitae ornare. Vivamus ac quam vitae
tortor luctus rutrum. Ut euismod dapibus
sagittis. Duis lacinia elit quis dui euismod
convallis.
Chapter/ Title
13
Creative
“The owl on the throne is a mystic Hierophant
judge sitting on his thrown of wisdom holding
the good book of golden Heebee’s. The rising
sun, the moon and the stars are 3 degrees
of glory and are on each side of the throne
balancing the universe. The throne owl is also a
poke toward to secretive grove rituals attended
by the world elite known as the Cremation of
Care in which a deity resembling Molech the
Kenan God oversees the destruction of all care.
Heber is an old testament name of Kenan who
lived in Israel in the 12th century BC.”
��+HEHU�6DXUH\
more as a graphic element where the
Heebee is already witnessed and part of
the experience, for example: At Heebee’s
website, products, packaging and inside
Heebee stores.
There are 3 versions of the logo, one
with the rising sun in the background to
UHSUHVHQW�LWV�-DSDQHVH�LQćXHQFHV�LQ�WKH�brand, one without any background and
one with the rising sun on the right and
the moon and stars on the left.
7KH�7KURQH�2ZO�HPERGLHV�HYHU\WKLQJ�that Heebee stands for: Wisdom,
represented by the owl, our devotion to
the denim as a religion as the it holds a
bible like book with denim designs on it
and our authority in the subject as the
2ZO�VLWV�RQ�D�WKURQH���
This is a secondary logo as it is very
detailed and powerful to be represented
with as versatility as the main logo. This
design is very detailed and is to be use
Secondary logoHEEBEE
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adipiscing elit. Aliquam hendrerit in urna
eu gravida. Morbi feugiat condimentum
lobortis. Nunc in lacus nisi. Morbi suscipit
et mauris vitae ornare. Vivamus ac quam
vitae tortor luctus rutrum. Ut euismod
dapibus sagittis. Duis lacinia elit quis dui
euismod convallis. Morbi suscipit et mau-
ris vitae ornare. Vivamus ac quam vitae
tortor luctus rutrum. Ut euismod dapibus
sagittis. Duis lacinia elit quis dui euismod
convallis.
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Aliquam hendrerit in urna
eu gravida. Morbi feugiat condimentum
lobortis. Nunc in lacus nisi. Morbi suscipit
et mauris vitae ornare. Vivamus ac quam
vitae tortor luctus rutrum. Ut euismod
dapibus sagittis. Duis lacinia elit quis dui
euismod convallis. Morbi suscipit et mau-
ris vitae ornare. Vivamus ac quam vitae
tortor luctus rutrum. Ut euismod dapibus
sagittis. Duis lacinia elit quis dui euismod
convallis.
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Aliquam hendrerit in urna
eu gravida. Morbi feugiat condimentum
lobortis. Nunc in lacus nisi. Morbi suscipit
et mauris vitae ornare. Vivamus ac quam
vitae tortor luctus rutrum. Ut euismod
dapibus sagittis. Duis lacinia elit quis dui
euismod convallis. Morbi suscipit et mau-
ris vitae ornare. Vivamus ac quam vitae
tortor luctus rutrum. Ut euismod dapibus
sagittis. Duis lacinia elit quis dui euismod
convallis.
15
HEEBEE TitleHEEBEE Creative
These are design elements that have
already been created for Heebee. These
are not to be followed strictly, but rather
be a source of inspiration for future work.
)URP�OHIW�WR�ULJKW��
1. Tag found inside of all Heebee jeans. It
GHVFULEHV�RXU�FRQQHFWLRQ�ZLWK�-DSDQHVH�GHQLP�ZLWK�RXU�6DQ�)UDQFLVFDQ�SULGH��
Design Elements
1.
�� 3. ��
2. Paper tag that all of our jeans come in.
2Q�WKH�LQVLGH�LW�UHDGV�ê/HW�\RXU�MRXUQH\�begin.”, reminding Heebee users that our
product is now part of their lives, and
will live through every part of the user’s
journey with them as one.
3��:HEVLWH��+HHEHH�FR����:LWK�D�VLPSOLVWLF�layout and focusing on simplifying the
user experience and shopping. Grey
EDFNJURXQG��ĆQH�ZKLWH�OLQHV�ZLWK�GDUN�JUH\�bodycopy and red font.
4. All of our denims come with a coin. It is
D�WRNHQ�WKDW�LGHQWLĆHV�RXU�EURWKHUKRRG��It is a reminder that everybody that owns
a pair of Heebees are not just customers,
they are part of our family, a club that
follows the same traditions, rituals and
care for the same things.
14
OF JAP ANESE IMPORTED DENIM
PROUDLY
MADE
INSF
CA
HEEBEE Title
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adipiscing elit. Aliquam hendrerit in urna
eu gravida. Morbi feugiat condimentum
lobortis. Nunc in lacus nisi. Morbi suscipit
et mauris vitae ornare. Vivamus ac quam
vitae tortor luctus rutrum. Ut euismod
dapibus sagittis. Duis lacinia elit quis dui
euismod convallis. Morbi suscipit et mau-
ris vitae ornare. Vivamus ac quam vitae
tortor luctus rutrum. Ut euismod dapibus
sagittis. Duis lacinia elit quis dui euismod
convallis.
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Aliquam hendrerit in urna
eu gravida. Morbi feugiat condimentum
lobortis. Nunc in lacus nisi. Morbi suscipit
et mauris vitae ornare. Vivamus ac quam
vitae tortor luctus rutrum. Ut euismod
dapibus sagittis. Duis lacinia elit quis dui
euismod convallis. Morbi suscipit et mau-
ris vitae ornare. Vivamus ac quam vitae
tortor luctus rutrum. Ut euismod dapibus
sagittis. Duis lacinia elit quis dui euismod
convallis.
15
Creative
Museo Slab0XVHR�6ODE������DQG������LV�complementing the Heebee typographic
logo. It should be used for headlines or
KHDGLQJV�DQG�VKRXOG�EH�DW�OHDVW���SRLQWV�larger than body copy.
)URP�SURGXFW�WDJV�WR�ć\HUV�WR�SDFNDJHV��typefaces can help unify the look of many
different types of materials. Even with
pieces that may have different photos
or layouts, the typeface is an obvious
element that, when used consistently, can
unify all the materials. A uniform typeface
also gives personality to the design while
conveying expertise in what’s being said
and how it’s presented.
Lato (family)Lato is the preferred typeface and
should be used whenever possible. Long
form copy, however, may be harder to
read in Lato Bold. Body copy can be set at
��WR����SRLQW��EXW���SRLQW�LV�VWDQGDUG�IRU�long form copy.
Typefaces
Museo Slab (500)ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890
Museo Slab (300)ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890
/DWR��UHJXODU�$%&'()*+,-./0123456789:;<=DEFGHIJKLMNOPQRSTUVWXYZ[\]�����������
Lato (bold)ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890
Lato (light)ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890
HEEBEE
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adipiscing elit. Aliquam hendrerit in urna
eu gravida. Morbi feugiat condimentum
lobortis. Nunc in lacus nisi. Morbi suscipit
et mauris vitae ornare. Vivamus ac quam
vitae tortor luctus rutrum. Ut euismod
dapibus sagittis. Duis lacinia elit quis dui
euismod convallis. Morbi suscipit et mau-
ris vitae ornare. Vivamus ac quam vitae
tortor luctus rutrum. Ut euismod dapibus
sagittis. Duis lacinia elit quis dui euismod
convallis.
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Aliquam hendrerit in urna
eu gravida. Morbi feugiat condimentum
lobortis. Nunc in lacus nisi. Morbi suscipit
et mauris vitae ornare. Vivamus ac quam
vitae tortor luctus rutrum. Ut euismod
dapibus sagittis. Duis lacinia elit quis dui
euismod convallis. Morbi suscipit et mau-
ris vitae ornare. Vivamus ac quam vitae
tortor luctus rutrum. Ut euismod dapibus
sagittis. Duis lacinia elit quis dui euismod
convallis.
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Aliquam hendrerit in urna
eu gravida. Morbi feugiat condimentum
lobortis. Nunc in lacus nisi. Morbi suscipit
et mauris vitae ornare. Vivamus ac quam
vitae tortor luctus rutrum. Ut euismod
dapibus sagittis. Duis lacinia elit quis dui
euismod convallis. Morbi suscipit et mau-
ris vitae ornare. Vivamus ac quam vitae
tortor luctus rutrum. Ut euismod dapibus
sagittis. Duis lacinia elit quis dui euismod
convallis.
15
HEEBEE Title
16
Creative
Secondary color paletteThe secondary color palette includes a
range of neutrals that complement the
primary colors without overpowering
them. In any given application, only two
secondary colors should be used with the
primary colors to keep the primary colors
dominant. The use of too many secondary
colors will dilute the power
of the primary colors.
the dominant colors used when working
on any design for Heebee. Red should
appear in every piece of communication
that allows color. Red type, however,
should not be used for long lists or
lengthy copy blocks. The colors in the
primary color palette should always
cover more area or be used more than
any other color that appears in the
PDWHULDO��&0<.�DQG�306�FRORUV�DUH�provided to allow for exact matching.
Color can be powerful in all forms of
brand communication. When used
consistently, colors help make a brand
more cohesive and recognizable. Colors
FDQ�EHFRPH�DV�LGHQWLĆDEOH�DV�WKH�ORJR�or the name, but only if they are used
consistently and correctly.
Primary color palette
Red, white, blue and grey comprise the
primary color palette. They should be
Color palette
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Primary
Secondary
HEEBEE
HEEBEE Title
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adipiscing elit. Aliquam hendrerit in urna
eu gravida. Morbi feugiat condimentum
lobortis. Nunc in lacus nisi. Morbi suscipit
et mauris vitae ornare. Vivamus ac quam
vitae tortor luctus rutrum. Ut euismod
dapibus sagittis. Duis lacinia elit quis dui
euismod convallis. Morbi suscipit et mau-
ris vitae ornare. Vivamus ac quam vitae
tortor luctus rutrum. Ut euismod dapibus
sagittis. Duis lacinia elit quis dui euismod
convallis.
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Aliquam hendrerit in urna
eu gravida. Morbi feugiat condimentum
lobortis. Nunc in lacus nisi. Morbi suscipit
et mauris vitae ornare. Vivamus ac quam
vitae tortor luctus rutrum. Ut euismod
dapibus sagittis. Duis lacinia elit quis dui
euismod convallis. Morbi suscipit et mau-
ris vitae ornare. Vivamus ac quam vitae
tortor luctus rutrum. Ut euismod dapibus
sagittis. Duis lacinia elit quis dui euismod
convallis.
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Aliquam hendrerit in urna
eu gravida. Morbi feugiat condimentum
lobortis. Nunc in lacus nisi. Morbi suscipit
et mauris vitae ornare. Vivamus ac quam
vitae tortor luctus rutrum. Ut euismod
dapibus sagittis. Duis lacinia elit quis dui
euismod convallis. Morbi suscipit et mau-
ris vitae ornare. Vivamus ac quam vitae
tortor luctus rutrum. Ut euismod dapibus
sagittis. Duis lacinia elit quis dui euismod
convallis.
17
Creative
FRQĆGHQW��\HW�DSSURDFKDEOH��7KDW�IHHOLQJ�should come through our words – both
spoken and written.
Wether we communicate through social
media, print ads, posters, creation of
content to be shared or even packaging,
Heebee should be presented in this tone
of voice. Creating content that portrays
otherwise can bring inconsistency for the
brand.
Tone of voiceThe tone of Heebee is one of patience,
FRQĆGHQFH�DQG�ZLVGRP��:H�DUH�LQ�D�SODFH�where we want to teach and embrace
people who want to learn more about the
culture of denim; we are mentors.
We represent not only one, but multiple
cultures, therefore we do not take sides.
We’re fueled by our search for excellence
in our craft and pride ourselves on it.
We’re bold, yet down to earth. We’re
When everyone comes together
and speaks as one, we’re able to
communicate our message in an
impactful way. We all have many
individual voices, but it’s through
speaking in the same way ,as a brand,
and with a consistent voice that we’re
more likely to be heard. Not only
does the message break through the
clutter – others begin to listen more
thoughtfully to what’s being said.
External Communication& Content
HEEBEE
Culture &Placement
HEEBEE
19
Culture
Bringing craft to the center stage
2XU�IRFXV�LV�PDWFKLQJ�FUDIW�WR�innovation. In both those categories
we have brands that we look up to and
UHVSHFW��)URP�WKHP�ZH�OHDUQ�KRZ�WR�EH�innovative, yet we stay original.
We are never one or the other only
innovative or only focused on craft, but
rather learning from rather learning
from both to make our products better.
We believe that sustainability is
innovation and we use it to our
advantage to stand out.
Where are we?
Innovation
Tra
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ion
of
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ra
ft
HEEBEE
HEEBEE Title
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adipiscing elit. Aliquam hendrerit in urna
eu gravida. Morbi feugiat condimentum
lobortis. Nunc in lacus nisi. Morbi suscipit
et mauris vitae ornare. Vivamus ac quam
vitae tortor luctus rutrum. Ut euismod
dapibus sagittis. Duis lacinia elit quis dui
euismod convallis. Morbi suscipit et mau-
ris vitae ornare. Vivamus ac quam vitae
tortor luctus rutrum. Ut euismod dapibus
sagittis. Duis lacinia elit quis dui euismod
convallis.
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Aliquam hendrerit in urna
eu gravida. Morbi feugiat condimentum
lobortis. Nunc in lacus nisi. Morbi suscipit
et mauris vitae ornare. Vivamus ac quam
vitae tortor luctus rutrum. Ut euismod
dapibus sagittis. Duis lacinia elit quis dui
euismod convallis. Morbi suscipit et mau-
ris vitae ornare. Vivamus ac quam vitae
tortor luctus rutrum. Ut euismod dapibus
sagittis. Duis lacinia elit quis dui euismod
convallis.
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Aliquam hendrerit in urna
eu gravida. Morbi feugiat condimentum
lobortis. Nunc in lacus nisi. Morbi suscipit
et mauris vitae ornare. Vivamus ac quam
vitae tortor luctus rutrum. Ut euismod
dapibus sagittis. Duis lacinia elit quis dui
euismod convallis. Morbi suscipit et mau-
ris vitae ornare. Vivamus ac quam vitae
tortor luctus rutrum. Ut euismod dapibus
sagittis. Duis lacinia elit quis dui euismod
convallis.
20
Culture
����������WKDW�DUH�JHWWLQJ�SDLG�ZHOO�DQG�OLNH�WR�VSHQG�WKHLU�PRQH\�RQ�TXDOLW\�WKLQJV�that will last. They dress casual attire for
work and everyday life, so they put a lot of
stock into their denim choices. They want
a pair of jeans that are more fashionable
DQG�ĆW�WKHP�ZHOO�
with our brand and facilitate
conversation about Heebee with other
people in their virtual social circles. This
group of people are comfortable using
hashtags, posting pictures and tagging.
Denim heads7KLV�LV�QRW�WKH�ĆUVW�WLPH�WKH\�VSHQG������on a pair of jeans. They are people who
really research products they purchase,
know what they want and what they
OLNH��7KHVH�DUH�ZRUNLQJ�6DQ�)UDQFLVFDQV������
Casual professionalsWe want to inspire a following with
the audience that craves a more
OX[XULRXV�OLIH��7KH\�SUHIHU�KLJKHU�TXDOLW\�apparel and are willing to pay extra
IRU�WKDW�TXDOLW\��7KH\�DUH�WKH�\RXQJHU�professionals, who utilize technology to
enhance their lives both professionally
DQG�VRFLDOO\��2QFH�WKH\�DUH�HQJDJHG�with our brand, they can become great
contributors to the social media aspect of
Heebee. They can create conversations
PeopleHEEBEE
HEEBEE
21
Culture
How to live the brand
With each wear, Heebee’s become a metaphor
to the journey of the soul, achieving wisdom
through experience and age.
Live, work, and play in them. Enjoy the mystery
and majestic awakening of this beautiful denim
to a life of it’s own. Watch diligently as they de�velop whiskers, stacks and tracks that can only
be genuinely created by following the principles
of raw denim worship.
A handmade artifact that evolves around the
person wearing them and grows into the most
XQLTXH�REMHFW�D�PDQ�FDQ�RZQ�
HEEBEE
22
Contact
Contact
Heber Saurey, [email protected]
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Heebee.co
Riccardo Leumann, brand [email protected]
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0U+HHEHH/Heebee HeebeeCo