1. Brand Book

Bravery is what defines us. The SUPERREBEL brand was created by Lodewijk Varossieau in 2010. On 1 may 2011 The SUPERREBEL Company officially started business. First as a disruptive creative agency built on ultimate creativity. Unlike many companies, The SUPERREBEL Company is one that likes to expand over multiple sectors like marketing, fashion and sports, focusing on 'mentality' instead of any single product or service. In 2016 we started the SuperRebel Kidsgear brand and later Hotel SuperRebel and SuperRebel Gear followed. Our mission is to become a global lovebrand. An inspiring brand and a brand that gives you energy. We do that by being brave, innovative, by making the right choices, by expanding human potential and staying close to our core. Love us or hate us. We sell style with attitude and believe in the power of brands. Be brave. Take risks. To become famous, you have to be brave.

1.1 BRANDSTORY

SUPERREBEL® IS A BRAVE INTERNATIONAL “LIFESTYLE” BRAND KNOWN FOR ITS HIGH-END SPORTS, FASHION, TRAVEL PRODUCTS, ACCESSORIES AND CREATIVE LAB FOR BRAVE BRANDS. THE BRAND IS A STATEMENT FOR A BRAVE, FOCUSED AND AMBITIOUS AUDIENCE. SUPERREBEL® GROUP IS HOME OF THE SUPERREBEL® BRAND AS WELL AS SUPERREBEL CREATIVE AGENCY AND PROTECTS THE UNIQUE DNA, IDENTITY, STYLE AND ATTITUDE. WE LOVE TO WORK TOGETHER WITH THE BEST PHOTOGRAPHERS, DESIGNERS AND ARTISTS IN THE INDUSTRY. WE ALSO INTEND TO CREATE COLLABORATIONS WITH REPUTABLE ARTISTS AND ESTABLISHED INTERNATIONAL BRANDS.
SUPERREBEL® AGENCY IS AN INDEPENDENT, INTERNATIONALLY ORIENTED CREATIVE COMPANY. WE DEVELOP BRAVE NEW BRANDS AND WE ENERGIZE EXISTING BRANDS. WE ARE A BOUTIQUE AGENCY WITH A STRONG DESIGN AND TECH OPERATION. EVERYTHING AT SUPERREBEL® AGENCY IS DRIVEN BY CREATIVITY. OUR CLIENTS ARE INSPIRING ENTREPRENEURS AND ENTREPRENEURIAL MARKETEERS. TOGETHER WE MAXIMIZE BRAND VALUE. WE CREATE STRONG IDEAS THAT INFLUENCE CULTURE AND PEOPLE AND BUILD INTENSE RELATIONSHIPS BETWEEN BRANDS AND THEIR CUSTOMERS. WE HELP OUR CLIENTS TO TAKE BRAVE AND BOLD DECISIONS AND TO MAKE THINGS SIMPLE AND UNDERSTANDABLE. THAT'S WHY WE ARE THE 'CREATIVE AGENCY FOR BRAVE BRANDS'.
IN 2016 WE CREATED THE ICONIC SUPERREBEL® KIDSGEAR BRAND. A SPORTS AND STREET COUTURE BRAND DESIGNED FOR REBELLIOUS KIDS. WE’RE NOT A FASHION BRAND, BUT A FASHION STATEMENT. BOLD, OUTSPOKEN, SMART AND STYLISH ARE THE VALUES FOR THE DESIGN OF EVERY COLLECTION. BESIDES THIS IMPROVE ALL THE TIME ON QUALITY WE WILL TRY TO BE AS SUSTAINABLE AS POSSIBLE BECAUSE WE LOVE TO PROTECT THE PLANET FOR OUR KIDS AND THEIR KIDS. WE BELIEVE IN SELECTIVE DISTRIBUTION. SO YOU WON’T FIND SUPERREBEL ON EVERY STREET CORNER. THE MARKETING COMMUNICATION STRATEGY IS MAINLY FOCUSED ON AMBASSADORS AND INFLUENCERS (SUPERREBEL ARMY, KIDS OF CELEBRITIES AND TALENTS). SOCIAL MEDIA AND PARTNERSHIPS ARE MAINLY USED TO BUILD THE BRAND AND WE ALWAYS WORK TOGETHER WITH THE BEST AVAILABLE PHOTOGRAPHERS. IT OUR AIM TO BECOME THE COOLEST BRAND FOR KIDS ON THE PLANET. LOVED BY KIDS AND THEIR PARENTS.
SUPERREBEL GEAR. A SPORTS AND STREET COUTURE AND ACCESSORIES BRAND DESIGNED FOR NEVER GROWN-UP PEOPLE. SUPERREBEL GEAR WANTS TO BECOME INTERNATIONALLY KNOWN FOR QUALITY, STYLE AND BRAVERY. AND ESPECIALLY FOR OUR ATTITUDE. WE SIMPLY WANT TO BE THE BEST. IN ORDER TO PROTECT OUR IDENTITY, WE ONLY WORK WITH DESIGNERS AND PHOTOGRAPHERS WHO ARE THE BRAVEST OF THE BRAVE. EVEN OUR MATERIALS COULDN’T BE MORE SUPERREBEL-IOUS. WE COMBINE SPECIAL FABRICS WITH HIGH-TECH INNOVATIVE MATERIALS. OUR CLOTHING AND ACCESSORIES ARE HEAVILY INSPIRED BY SPORTS AND STREET CULTURE.YOU CAN EASILY MIX AND MATCH OUR BASICS, SPORTS AND FASHION COLLECTIONS TO CREATE YOUR STYLE. THAT’S WHAT MAKES US THE ULTIMATE BRAND FOR COOL ADULTS THAT NEVER HAVE BECOME ADULTS. WE’RE NOT A FASHION BRAND, BUT A FASHION STATEMENT. WE SELL STYLE WITH ATTITUDE. THAT’S WHY WE BELIEVE IN SELECTIVE DISTRIBUTION. SO YOU WON’T FIND SUPERREBEL ON EVERY STREET CORNER. SORRY, NOT SORRY.

1.2 TARGET AUDIENCES

Kids, athletes and lovers of streetwear are the majority consumers of SUPERREBEL’s apparel products. Entrepreneurs and successful marketing people are the biggest fans of SUPERREBEL Creative Agency / Digital. For both target groups we attract suitable ambassadors. This way we want to reach a massive group of consumers and businesses that want to energise and grow their brand .

1.3 VALUE PROPOSITION

Our work is always B.O.S.S. Everything we deliver has to meet at least 3 of these conditions. BOLD, OUTSPOKEN, SMART, STYLISH.

1.4 BRAND PROPOSITION

SuperRebel is on a mission. We never stop believing in our dreams. It is our dream to become a global brand. We do not know what the future holds, but we aim to be an appealing brand. We want to create strong brands and we want to be a strong brand ourselves.

Our proposition rests completely on our name, our bold logo and our devil device. It is not just a name but a statement. Our DNA is based on borderless creativity and building brands in a non-conventional way. SUPERREBEL invests a lot in creative campaigns, PR and product promotion. Our company is unique because we are a successful creative agency as well as a fashion and apparel brand. It is rebellious and new.

1.5 BRAND FRAMEWORK

SUPERREBEL IS A
COMPANY
THAT FAVOURS
THE BRAVE.

1.6 BRAND CORE

SURPRISINGLY CREATIVE > HONEST > RELIABLE > INSPIRING AND RELEVANT > SMART > DISRUPTIVE

SUPERREBEL’s restless spirit of entrepreneurship, innovation and market disruption has built up the diverse group of companies that ensures the SUPERREBEL Group’s 10 years of growth. At SUPERREBEL, we’re known for challenging the status quo and shaking up markets, while being the perfect example for our clients. SUPERREBEL’s purpose is to build strong brands and to be a strong brand itself. It is the only reason we exist. Based on this we make all our decisions. Our values move our people, products and partners in the right direction to achieve our purpose while building impressive success stories and providing incredible experiences.

1.7 BELIEFS

WE BELIEVE IN BIG IDEAS.

An idea can be anything as long as it solves our client’s business problems, changes the way people do things and is different from what has been done before. A big idea can help to build a distinctive and very strong brand. That’s why we are happy about every good idea, no matter who it comes from. We create big ideas that generate added value.

WE BELIEVE IN THE POWER OF DESIGN AND ADVERTISING.

Strategy and creativity are very important if you want to engage people. Unconventional designs and campaigns can surprise people and be highly effective.

WE BELIEVE IN IDEAS THAT WORK.

We use creativity to cross borders and to be more effective than anyone else.

WE BELIEVE IN PARTNERSHIPS.

Our business is not about individuals but about teamwork. Together with clients, stakeholders and partners we fight for the best ideas and solutions. We do what we are asked to do, but if we have a better idea we will bring it to the table and discuss it. That’s why we are SUPERREBEL. We love to be provocative but we never go too far. Success is a joint-effort.

WE BELIEVE A 9,5 IS NOT GOOD ENOUGH.

We are paid for non-conventional thinking and awesome products, services and work. But also for high-end quality. We can always do better. Quality is holy in our company.

WE BELIEVE CRITICISM MAKES US BETTER.

We do not like to make mistakes and to lose. But if we do, we blame ourselves and try to learn from it.

WE BELIEVE IN BRAVERY.

Bravery is not being afraid of who you are. We believe bravery is the key to success. We help brands and people in making smart choices. And we know that being a little disruptive sometimes helps to reach unexpected results. We always push the boundaries in order to maximize results.

WE BELIEVE IN SUPERREBEL.

We believe in SUPERREBEL and all our sub brands. We are SUPERREBEL for a reason. It’s our reason to exist.

1.8 BRAND IDENTITY

SURPRISINGLY CREATIVE > HONEST > RELIABLE > INSPIRING AND RELEVANT > SMART > DISRUPTIVE

SUPERREBEL has a well established and strong brand identity with a well recognized and distinguished brand name and brand device, the brave devil. The brand name stands for bravery and mentality. The logo is strong and easily recognizable. People can make a statement with it and consumers remember SUPERREBEL easily.

BRAND ASSOCIATION
The core of building the brand equity for SUPERREBEL is brand association. Core associations for SUPERREBEL include: bravery, creativity, innovation, high quality, stylish products, joy and fun, celebration of sports/entertainment, performance. It has to be mentioned that SUPERREBEL likes to associate its brand with young talents as well as famous celebrities that have similar personalities as the brand.

1.9 TONE OF VOICE

Our audience is youthful, intelligent, entrepreneurial and has a sense of humour, and we like speaking to them in their own language. The ideal tone is teasing, simple, smart, playful, and tongue in cheek. We also have a provocative side, inspired by the SUPERREBEL brand. We aren’t afraid to challenge the market and to mention our strengths. But we never overpromise; we sometimes even like to be the underdog.

In text, we are never over the top. But sometimes cynical. We like clever wordplay and really believe that great copy can make a huge difference. If it cannot be fun, we choose straight, clean, and clear. Our personality consists of three characteristics: clever, provocative and friendly.

Depending on the medium, emphasis may shift to one characteristic over the others. For example, advertising headlines should be clever and provocative, while email subject lines and presentation descriptions have to be friendly. Clever is smart. Not aggressive. Not pretentious. It’s about having fun with words, we are not saying we are cool, our target groups have to find out for themselves.

We're provocative in the sense of bold and unconventional, not offensive. And in how we challenge the industry. Always keep in mind that customers are the most important to us and are the primary focus of everything we do. Our customers love us because we are 'here for the brave', which we show and tell in everything we produce.