— confidential · internal use · v1.0 · 2025
brand
manual.
sporty, easy, fresh.
chapter 01
brand
overview
who ginga is, what it stands for, and the space it occupies in the world.
positioning statement
"ginga is a female lifestyle brand for life in motion — where leisure, active and travel come together through a fresh, feminine and fashion-led point of view."— ginga brand positioning · 2025
brand tagline
sporty, easy, fresh.
three pillars
gym
studio, movement, light training, wellness. ginga gym pieces are designed for movement but built with the same aesthetic intelligence as the rest of the collection. not technical. not hardcore. intentional.
travel
airports, weekends away, constant movement. travel is not an add-on — it is a central pillar of the brand universe. luggage, accessories and apparel designed for the woman who is always somewhere.
home
soft pieces, easy comfort, relaxed elegance. the home edit is for being in, going out, and everything in between. loungewear and leisurewear with the same fashion-forward point of view as the active range.
what ginga is · and is not
✓ ginga is
- a lifestyle brand with a fashion point of view
- sporty, fresh and effortlessly feminine
- mid-price with high-desire positioning
- inspired by the effortless energy of Hailey Bieber, Kendall Jenner off-duty
- built for the woman who doesn't want to change outfits three times a day
- equal parts gym, travel and home — never just one
- "real life, but better dressed"
✕ ginga is not
- a technical performance brand
- a running or hardcore sport brand
- a spiritualised yoga brand
- generic athleisure with no point of view
- neutral basics without personality
- positioned as luxury or mass market
- defined by performance metrics
brand personality
| attribute | description | in practice |
|---|---|---|
| Feminine | Inherently female in its point of view and aesthetic | Soft colours, considered silhouettes, fashion-led cuts |
| Fresh | Light, energetic, contemporary — never heavy or serious | Clean photography, open compositions, airy layouts |
| Sporty | Active energy without technical language | Movement in imagery, functional but beautiful pieces |
| Spontaneous | Natural and effortless, never over-constructed | Off-duty casting, candid-feeling editorial |
| Aspirational | Desirable but not distant | Mid-price, accessible, but with creative ambition |
chapter 02
the
logo
the ginga wordmark. its correct usage, approved variations, and what to avoid.
primary wordmark
The ginga logo is always set in Archivo Black, lowercase, weight 900. It is never capitalised, never italicised, and never altered in proportion. The letterforms carry all the brand's personality — bold, modern, and effortlessly confident.
clear space
size — minimum usage
The wordmark must never appear smaller than 80px on screen or 20mm in print. Below these sizes, legibility is compromised and the brand equity is weakened.
incorrect usage — never do this
chapter 03
colour
palette
seven colours that define ginga. rooted in movement, warmth and energy.
the full palette
hover to expand · left to right: chocolate · lime · sky · ecru · red · sand · ink
colour specifications
Ginga Chocolate
Ginga Lime
Ginga Sky
Ginga Ecru
Ginga Red
Ginga Sand
Ginga Ink
colour usage hierarchy
Primary Colours
Ecru, Ink and Chocolate form the base of every ginga communication. They provide the calm, warm canvas on which the accent colours perform.
Accent Colours
Lime, Sky, Red and Sand are used for impact — in the stripe system, highlights, calls to action and editorial moments. Never as backgrounds for large areas of text.
Background Pairings
Always use Ecru or Ink as primary backgrounds. Never place large text on Lime, Sky or Red. White is reserved for clean product pages and the footer.
Contrast Accessibility
All body text must pass WCAG AA contrast ratio (4.5:1). Ink on Ecru: 16:1. White on Chocolate: 7:1. Never set body text in Lime, Sky or Sand.
chapter 04
typo
graphy
two typefaces. one for energy, one for emotion. together they define the ginga voice.
primary typeface — Archivo
Archivo — primary typeface · all weights
ginga
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
0 1 2 3 4 5 6 7 8 9 ! ? , . : ; € & @ #
secondary typeface — Cormorant
Cormorant — secondary typeface · italic only
sporty, easy, fresh.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
type hierarchy — scale
typeface pairing examples
"born from a dinner,
a gap, and a feeling."
ginga · porto · 2025
most days
are never
just one thing.
not activewear in the usual sense. just the kind of pieces you want to wear when you're on the move.
typography rules
Never mix Cormorant and Archivo at the same hierarchy level. Cormorant is for emotional, editorial moments — quotes, manifestos, poetry. Archivo carries all navigational, functional and structural text. Cormorant is always italic, never upright.
chapter 05
the stripe
system
ginga's most distinctive graphic element. five colours, always in order, always consistent.
the five-colour stripe
| position | colour | hex | pantone | role |
|---|---|---|---|---|
| 1 | Ecru | #f4efe6 | 9101 C | Ground / neutral |
| 2 | Lime | #8cb43a | 376 C | Energy / sport |
| 3 | Chocolate | #4a3020 | 476 C | Travel / depth |
| 4 | Sky | #7ab8cc | 2915 C | Home / lightness |
| 5 | Red | #c94030 | 7625 C | Drops / energy |
stripe sizes
stripe applications
Digital — Website
Used as section dividers between page blocks. Always full-width, always in the correct colour order left to right.
Print — Hangtag
Runs along the top edge of the hangtag on both sides. Minimum 3mm in height for print applications.
Packaging
Applied to the bottom edge of bags, boxes and tissue paper. Creates instant brand recognition at point of unboxing.
stripe rules
✓ correct use
- Always use all 5 colours in the correct order
- Each segment always has equal width (flex:1)
- The inverted stripe (reversed order) is permitted for secondary moments
- Diagonal stripe pattern (for background texture) always at −35° or −45°
- Circular stripe badge always at −55°
✕ incorrect use
- Never use fewer than 5 colours in the stripe
- Never change the colour order
- Never use unequal segment widths
- Never place text directly on the stripe bar
- Never use the stripe as a background for large areas
chapter 06
print &
pattern
two graphic codes that define ginga product language. pattern is never decoration — it is identity.
code 01 — vichy / gingham
The vichy (gingham) check is ginga's primary print. It references sport, precision and French sportswear heritage while remaining entirely fresh and contemporary. It is applied across ready-to-wear, accessories and travel pieces with consistency.
Application rules
- ✓Always in brand colours — never in non-brand colours
- ✓Scale: small (8mm) for accessories, medium (14mm) for apparel
- ✓Can be mixed with solid colourways in the same collection
- ✕Never use on packaging or digital backgrounds
code 02 — animal print
Animal print is ginga's expressive code. Inspired by Ganni's approach — playful, personality-driven, fearless but not aggressive. It is used seasonally and always in brand-adjacent colour palettes. It lives in the travel and leisure categories primarily.
Application rules
- ✓Always in brand-toned colourways (chocolate, sand, ecru base)
- ✓Seasonal — maximum one animal print per collection
- ✓Can be mixed with vichy or stripes in the same outfit
- ✕Never in non-brand neon or synthetic colours
chapter 07
photo
graphy
how ginga looks in images. mood, casting, light, location and what to never do.
photographic identity
Ginga photography is effortless and natural. It never looks like a sports photoshoot. The model looks dressed for her life, not for a performance. Light is bright and honest. Compositions are editorial — unexpected framing, casual poses, real movement over constructed tension.
three photographic moods
On the road
Outdoor, natural light, movement. Vehicles, airports, roads. Warm palette. The energy of someone always going somewhere.
Studio movement
Clean, graphic, energetic. Studio or minimal interiors. The model moves but never strains. More Miu Miu campaign than Nike ad.
At ease
Intimate, warm, relaxed. Interior spaces with character — not neutral grey studios. The model is comfortable, unhurried, present.
casting direction
| criteria | direction |
|---|---|
| Archetype | Off-duty fashion girl. Hailey Bieber heading to the gym. Kendall Jenner at the airport. Natural, effortless, with attitude. |
| Energy | Confident but not aggressive. Relaxed but not passive. She looks like she has somewhere to be. |
| Diversity | The ginga woman spans ages, backgrounds and body types. The brand is inclusive without making it the message. |
| Expression | Natural, candid. Avoid forced smiling or overly styled expression. Real moments over posed perfection. |
| Hair & makeup | Natural and lived-in. No heavy editorial makeup. No overly styled or artificial hair. Real-life ready. |
do and don't
✓ do
- Shoot in natural or natural-feeling light
- Use locations with character — not sterile white studios
- Show real movement: walking, sitting, mid-step
- Mix products from different categories in the same shot
- Allow for imperfection — a strand of hair, a natural gesture
- Use colour backgrounds that echo the brand palette
- Reference: Miu Miu campaign, Jacquemus, Sporty & Rich
✕ don't
- Shoot in the style of a performance sports brand
- Use dramatic, harsh or artificial lighting
- Use overly retouched or artificially perfect images
- Show physical exertion or strain
- Use motivational fitness language in the imagery
- Use non-brand colours as backgrounds
- Reference: Nike, Gymshark, Lululemon campaign imagery
chapter 08
tone of
voice
how ginga speaks. the words, the rhythm, the personality behind every line of copy.
four voice attributes
light
not heavy or earnest
Ginga doesn't take itself too seriously. Every line has a sense of ease — never overwrought, never corporate. The copy breathes.
sure
not aggressive or pushy
The brand knows who it is and doesn't need to prove it. Confident without shouting. Direct without being blunt.
natural
not performative or forced
Ginga speaks the way the woman it dresses would speak — contemporary, real, with a tiny bit of irony and a lot of warmth.
close
not distant or aspirational
Aspirational but never unreachable. The brand talks with its community, not at them. Insider energy without exclusion.
copy examples — good vs not ginga
most days are never just one thing. you wake up. you go out. you move. you stop. you start again.
Elevate your active lifestyle with our premium performance collection, designed to push your limits every single day.
not activewear in the usual sense. just the kind of pieces you want to wear when you're on the move.
Engineered for maximum flexibility and moisture-wicking performance. From the gym to the street and back again.
for the gym. for a walk. for a weekend away. for catching a flight. for staying in.
Versatile activewear that transitions seamlessly from your morning workout to your afternoon errands and evening plans.
key vocabulary
words to avoid
chapter 09
digital
guidelines
how ginga appears on screen — website, social, email and beyond.
website — core principles
✓ web must be
- Editorial first — atmosphere over catalogue
- Image-led with generous white space
- Clean typography at large sizes
- Hover states that reward exploration
- Scroll-driven storytelling between sections
- Mobile-first responsive design
✕ web must never be
- Grid-heavy product catalogues as hero
- Pop-ups in the first 30 seconds
- Cluttered navigation with more than 6 items
- Non-brand fonts or colours in any element
- Stock photography mixed with brand imagery
- Auto-playing video with sound
social media — format specifications
Square Feed
1080 × 1080px
Primary format for Instagram feed. Product flats, editorial crops, campaign stills. Never add ginga logo as overlay on product images.
Portrait Feed
1080 × 1350px
Preferred for editorial and lifestyle imagery where the full figure or scene benefits from vertical format.
Stories / Reels
1080 × 1920px
Always leave 250px safe zone at top and bottom. The stripe bar can be used as a footer element. Text in Archivo, never in platform fonts.
social media — content tone
| platform | tone | content mix | cadence |
|---|---|---|---|
| Editorial, aspirational, visual-first | 70% product/editorial, 20% lifestyle, 10% community | 5–7x / week | |
| TikTok | Natural, candid, behind-the-scenes energy | 40% product, 40% brand life, 20% educational | 3–5x / week |
| Aspirational, mood-board, discovery | Curated lifestyle + product, seasonal boards | 10–15x / week |
email — design rules
All ginga email communications use Ecru as background, Ink for body text, and the stripe bar as a header element. Subject lines follow the brand voice — never promotional, never urgent. Headlines are lowercase. CTAs are minimal: never more than one per email.
chapter 10
brand
applications
how the ginga identity translates into physical touchpoints — from hangtag to packaging to retail.
print applications
Hangtag
White card stock, minimum 350gsm. Stripe bar at top (3mm). Logo centred in Archivo 900. Product details in Archivo 300. Size: 60×90mm.
Shopping Bag — Paper
Chocolate brown Kraft paper. White ginga wordmark. Stripe bar at base. Rope handles in natural twine. Size: 30×40×12cm standard.
Letterhead
Ecru background (#f4efe6). Logo top-left, Archivo 900. Address and contact details Archivo 300. Stripe bar at footer. Standard A4.
Packaging Sticker
Ink background. White wordmark. Stripe bar at top. Used to seal tissue paper and poly bags. Size: 50×30mm.
retail environment
The ginga retail concept references Short Sentence Korea in its approach: a clean, highly edited space with strong personality. Not a sports store. Not a fashion boutique. A hybrid lifestyle space where gym, travel and home exist side by side. Materials are soft and contemporary — warm wood, natural plaster, ecru linen. Colour appears through product and brand elements, never through wall paint or flooring.
| element | specification |
|---|---|
| Walls | White or warm plaster. Never brand colours. Product provides the colour. |
| Fixtures | Natural wood or steel. Minimal, architectural. Not sport-specific. |
| Signage | Archivo 900 lowercase. Ecru or Ink background. Stripe bar as accent. |
| Travel area | Dedicated section, not an afterthought. Luggage displayed as sculpture. |
| Fitting rooms | Large, well-lit, with a full-length mirror and a place to put a bag. |
— ginga brand manual · version 1.0 · 2025
"easy. comfortable.
with attitude.
sporty, easy, fresh."