Dearly Departed Brand Book

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Dearly Departed • Brand Book

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SUMMARY

This book is Dearly Departed’s doctrine, containing
everything you need to know about our brand.
In this book, we will walk you through every detail of
our brand. To begin, we will set a lay of the land with
our whitespace opportunity and market research. We
will then journey through the brand architecture ex-
plaining our beliefs, values, and story behind Dearly
Departed.
Next, we will provide a deeper look into the inspirational
story behind each product. Our heroines are what set us
apart as a band and allows us to connect with the con-
sumer on a deeper level.
Finally, we will take you through our business model
from the financials to our key activities. Each layer of
our brand is rooted in customer empowerment. We
invite you to explore this journey for yourself. Be the
protagonist of your own story.
- Victoria Long, Founder of Dearly Departed.

Dearly Departed • Brand Book

Wherever women
gather together failure is
impossible

Susan B Anthony

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Dearly Departed • Brand Book

TThAe BLE

of

CONTENTS

01. — INTRODUCTION 08
02. — MARKET ANALYSIS
03. — BRAND ARCHITECTURE 11
04. — BRAND VALUES
05. — OUR VOICE 19
06. — BRAND CREATIVE PERSPECTIVE 23
07. — CONSUMER PROFILES 27
08. — OUR STORY 31
09. — THE EXPERIENCE
10. — OUR PRODUCTS 37
11. — BUSINESS MODEL 43
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INTRODUCTION

Dearly Purpose
Departed Statement

Igrew up in an 1840s house once used as a Civil War hospital. I
suppose you could say that’s where my fascination with history
started. Ever since I was a little girl growing up in rural Kentucky,
I was enthralled by things of the past. The human connection of the
past is what fascinates me most. Ideating the original owners’ sto-
ries while walking through antique stores always fills my mind. As
I’ve gotten older, I have dedicated my life to uplifting women of all
races, religions, sexual orientations, and walks of life. Studying some
of histories unsung female changemakers of the past has given me im-
mense strength in my own troubled times. If these women, who had
little rights, no property, and astounding sexism against them could
rise above and change the world, then so could I.
I have devoted my life to helping women see themselves as they truly
are: strong protagonists in charge of their own story. Dearly Departed
continues this mission through worshipping five unsung changemak-
ers of the past in order to inspire those of tomorrow. Striving to push
women to become to protagonist of their own story.
– Victoria Long, Founder of Dearly Departed

Dearly Departed • Brand Book

Welcome to
Dearly Departed

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Dearly Departed • Brand Book

MARKET ANALYSIS

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MARKET ANALYSIS

The bath & body market is worth $380.99 Million in
the US as of 2020. Personal care accounts for 45% of the
beauty market as of 2019. Personal care has the highest
growth potential in the market at 18.7% YOY. Within
the personal care category, bath care accounts for 10%.
84% of consumers regularly use personal hygiene prod-
ucts. 41% of consumers regularly use fragrance. Average
annual expenditure on perfume and bath preparation
products per consumer- $197.01 2019.

AHA/BHA

Squaline

Bamboo Clay
Powder

BATH AND BODY CARE
INGREDIENT TRENDS

Dearly Departed • Brand Book

Natural Herbs

(Sage, Rosemary, Etc)

Antioxidants

CBD

Plant Stem
Cells

Fatty Acids Kelp &
MicroAlgae

On average, individuals spend at least 90 minutes a day engaging
in self care rituals. With the rise of self care during the pandemic
came a boom in bath care essentials. The rise of skincare brought
a plethora of new formula innovations that are now being brought
into the bodycare market. Consumers are not only considering pre-

serving the liveliness of their faces, but their bodies as well.

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CONSUMER TRENDS

81% of women 18 to 29 years old use body
care to take care of themselves. 48% use the

ritual as a form of comfort.

Women 81%

Women 48%

In a post-pandemic world, body care is not just about
getting clean, but the meditative experience it provides

for many individuals.

Dearly Departed • Brand Book

























OUR VOICE

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Brand Voice Empowering
Insightful
Dearly Departed • Brand Book Sophisticated

We strive to inspire women to become their best selves, no matter what that
means to them. Every woman is powerful. Every woman can change the world.
Rooted in education, we strive to be thoughtful and engaging with our
consumers. Transparency and honesty is key.
While we are outspoken, we do so with the utmost respect to all..

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Dearly Departed • Brand Book

BRAND CREATIVE
PERSPECTIVE

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BRANDING

PRIMARY LOGO

LOGO VARIATIO

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LOGO VARIATIONS

LOGO

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Dearly Departed • Brand Book

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LOGO VARIATIONS

MAIN TYPEFACE

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HEX #000000 HEX #0B3219

OLOR PALETTE MAIN TYPEFACE

EB Garmond Medium

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SECONDARY TYPEFACE STYLE INSPIRATIO

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LE INSPIRATION

Dearly Departed • Brand Book

DDeeparalryted

COCLOOLRORPAPALLEETTTTEE

E9E6DF HEX #FFFFFF CHOELXOR#FPFAFLFEFTFTE

HEX #000000 HEX #0B3219 HEX #737373 HEX #E9E6DF HEX #FFFFFF HEX #FFFFFF

SECONMDAIAN TRYYPEFTACYEPEFACE SECONDARY TYPEFACE
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12345E6B7G89ar0m!£o$n%d &?@#
ABCDEFGH12EI3BJ4KG56aLr7mM8o9n0Nd!£MO$e%dPi&uQm?@R# STUVWXYZ

abABc1CadbD2ecE13dfF2egG4f3hHg54hIi56Jij6Kjk7k7Lll88Mmm99Nn0noO0!£pPo!$qQ£%prR$s&qtS%uT?r@vU&sw#VStxWuT?y@SXvYzTYwLY#ZELxEIyINNzSSPPIIRRAATITOAIBNOCNDabEcF1dG2eH3fg4IhJ5Ki6jkL7l8Mm9Nn0o!O£p$Pq%Qr&sRtu?S@TvwU#xVyWz XYZ

STYLE INSPIRATION

ON

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Dearly Departed • Brand Book

CONSUMER PROFILES

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CONSUMER PROFILES

BEHAVIOR
Cheyanne is a hard working, motivated in-
dividual who is driven by her goal of buying
her mother and grandmother a new house
one day. Some may call her a “workaholic”.
She is studious, motivated, kind hearted,
and goal-oriented.
NEEDS & MOTIVATIONS
Cheyanne grew up raised by her single
mother and grandmother; both becoming
her role models in life. When she shops, she
looks for products that fit her interests and
brands that align with her morals. As much
as she hates to admit, she looks for beautiful
packaging first when shopping.

MEET CHEYANNE, 30

LIFESTYLE
Cheyanne is a 30 year old nurse living in
Savannah, GA. She is a pillar of her com-
munity and regularly volunteers at the
local homeless shelter and inner city youth
center. She strives to give back to Savannah
the way her mother did in her youth.

Dearly Departed • Brand Book

BEHAVIOR
Amelia can get anxious when she gets too
burned out on work. Working on a master’s
degree, it can be hard for her to find time
for herself. She often daydreams in class and
longs for a simple life with her partner in
an antique house. She fills her home space
with décor from her favorite decades to give
some structure to her crazy life at the mo-
ment. fills her home space with décor from
her favorite decades to give some structure
to her crazy life at the moment.

NEEDS & MOTIVATIONS
Amelia doesn’t have time to shop often,
but when she does she loves to splurge. She
loves to support local businesses, especially
woman owned businesses. If a brand does
not align with her values, she steers clear.

MEET AMELIA, 25

LIFESTYLE
Amelia is working on her Master’s degree in
Historic Preservation at Armstrong Univer-
sity. She spends her free time exploring her
love of history through volunteering at local
historic sites or recreating historic dresses
with her grandmother’s sewing machine.

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CONSUMER PROFILES

BEHAVIOR
Ly looks to find a balance between her work
and life. She knows that you “cannot fill
other’s cups without filling your own first”
so she tries to take a little time out of her
week to pamper herself. She wants to be a
role model for her three children and is a
devoted mother.
NEEDS & MOTIVATIONS
Ly is motivated by ease, a moment of peace,
and convenience. She loves that Dearly
Departed has a replenishment program so
she can get refills on her favorite products
without a second thought.

MEET LY, 36

LIFESTYLE
Ly is the owner of Starstruck Salon and
Spa in Jacksonville, FL. She is married to
software engineer, John Sang, and has three
children: Tyler, 8, Lisa, 5, and Chase, 3.
This busy, working mom loves motorcycles,
reading, cooking, and taking her children to
the park when she can.

Dearly Departed • Brand Book

BEHAVIOR
Marie is a strong, powerful woman who
knows who she is. She is confident, strong-
willed, and intelligent.

NEEDS & MOTIVATIONS
Marie loves to splurge after a long week. She
loves products that make her bathroom feel
like a palace.

MEET MARIE, 50

LIFESTYLE
Marie is a new grandmother who teaches
architecture at her local university. She
spends her free time going to the beach
with her family, baking, reading, and walk-
ing her dogs. She visits her granddaughter
every weekend to help her daughter who
works weekends.

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Dearly Departed • Brand Book

OUR STORY

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WHERE IT ALL
STARTED

When creating this brand, I looked into changed my life. I knew that I wanted to devote
whitespace opportunities within the my life in some way to aid women in situations
personal care industry and found an emerg- of abuse, trafficking, or violence.
ing trend of nostalgia post-pandemic. Behav- In conjunction with my love of history and
ioral psychologist Professor Carolyn Mair powerful women, I found our heroines. Jo-
found that major changes in someone’s life vita, Qui Jin, Ida, Frances, and Susan are just
triggers nostalgia; creates a sense of stability 5 of the unsung heroes of the Victorian Era.
over time. Seeing as I have a vast admiration They paved the way for women today in the
for history, I found this to be the perfect op- face of adversity, sexism, violence, and im-
portunity to combine two of my passions. prisonment, yet carried on with their heads
held high. If they could accomplish amazing
I have always had a passion for the Victorian things in the oppressing environment of
era due to the beauty of the craftsmanship of the Victorian Era, what could women today
the time. Every piece of their lives down to achieve? I wanted to share with consumers
the smallest thimble was made with intricate this same sentiment to inspire women to take
detail. In our over industrialized, sterile con- back their lives and stand up for what they
sumer market of today that is always focused believe in. No task is too big or too small.
on the next big thing, I wanted to bring con- As for our name, Dearly Departed, I tried
sumers back to a time of the here and now. to look within my own life and see what
Post-pandemic, I found myself realizing how shaped me into the woman I am today. Not
much of my life was focused on the next step only did these historic heroines inspire me,
of my journey rather than enjoying what I but also my granny, Barbara Cornette. She
have in the present. With others around me passed away August 22, 2017 of a heart at-
feeling similarly, I found this a perfect oppor- tack. Growing up in Eastern Kentucky, she
tunity to create a self care ritual that not only always made sure everyone was cared for and
transported you through time, but also re- fed even if she went hungry. As my father
minds you to take in the present as well. said, “Barbara fed all of Mulenburg County”.
She spent her life raising five children, 12
Another passion of mine is women’s empower- grandchildren, and 18 great-grandchildren. It
ment. I found this passion when I was 16 years was at her house I started my “career in beau-
old dancing for a small contemporary dance ty”, making perfumes for her out of flowers
company.Our most well known performance in her garden and water from a dirty hose. I
was called “Those We Do Not See” based on wouldn’t be who I am or where I am without
the tragic experience real women of human her love and warmth in my youngest years.
trafficking relayed to us. This performance was For that, she is my Dearly Departed.
done in partnership with the A21 Campaign in
Harrisburg, Pennsylvania. Meeting the victims
post performance and hearing their stories

Dearly Departed • Brand Book

Dearly Departed grew from a simple idea to an empowering
brand. I was lucky enough to be surrounded by and discover
empowering women to inspire me to become the protagonist
of my own story. I strive to encourage other women to feel
the same way through my brand, Dearly Departed. Our mis-
sion is simple; honor the female changemakers of yesterday to
inspire the female changemakers of tomorrow. We intend to
honor that mission everyday.

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Dearly Departed • Brand Book

THE EXPERIENCE

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THE EXPERIENCE

Our community of Modern Suffragettes are at the forefront of everything
we do. Education, Conversation, and Action make our consumer a part
of the Dearly Departed lifestyle. A common phrase during the suffragette
movement was “Actions Not Words’’ and we intend to uphold that.

Our consumer meets us at one of our numerous touchpoints.

SAVANNAH WELCOME CENTER POP UP
This exclusive pop up will be housed in the heart of Savannah, GA at the Wel-
come Center. Greet our founder, learn more about our heroines (or other his-
torical facts she may indulge in), and sample our wares. Here houses a unique
opportunity to dive head first into our brand. Suffragettes will have the op-
portunity to purchase products from the stand and have them shipped to their
home wherever that may be in the world.

BED & BREAKFASTS
Our visiting suffragettes will have an exclusive treat when staying at our numer-
ous Savannah Bed & Breakfasts. Each room houses samples of our full collection
with an included pamphlet to learn more about the brand. Upon checkout,
consumers will have the chance to purchase the full size collection and ship it to
their home.

Dearly Departed • Brand Book

ECOMMERCE
Our website is the heart of Dearly Departed. Here, we house our latest products,
news, and our exclusive blog to learn more about the feminist movement of the
Victorian Era. We will have customer service chat via web, phone, and email
to service any issues Suffragettes have with our brand. We offer 10% discount
email newsletter signup as well as give 10% get 10% to encourage others to join
our growing community. We will also utilize a subscribe and save feature for
our refill packs to allow consumers to receive automatic shipment. A portion of
proceeds will go to the Malala Fund to support women and girls in 3rd world
countries to get the education they deserve.

ETSY
Our Etsy store allows us to reach our history lovers on a platform they frequent
most. Our Etsy store will offer our full range of products.

E. SHAVER’S BOOKSTORE

E. Shaver’s Bookstore, one of Savannah’s community gems, will offer a small
quantity of our products at our table near the classics section. A pamphlet and
an exclusive AR experience giving the consumers a chance to hear from the hero-
ines themselves will be offered.

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TELFAIR MUSEUM
Telfair Museum gift shop will hold a small quantity of our products for sale.
Our display will continue our effort of education, allowing consumers to take
home a piece of Savannah with them.

PINTEREST
Our Pinterest page houses our gorgeous content and engaging education our
Suffragettes expect from our brand. Consumers will have the chance to purchase
straight from Pinterest with integrated social commerce.he chance to purchase
straight from Pinterest with integrated social commerce.

INSTAGRAM/FACEBOOK
Instagram and Facebook will be our main social source for our Suffragettes to
come together. We will offer bi-monthly live streams with our founder discuss-
ing history, formulation process, tour of the office, or taking Suffragette ques-
tions with all donations from the live stream going to the Malala fund. We will
share our user generated content on this platform to create trust and strength
within our community.

Dearly Departed • Brand Book