Kimmé Brand Book

BRAND BOOK · V0.2 DRAFT · OCTOBER 2026
PREPARED FOR MAI KIM NGAN

01 · THE BRAND

A styling studio,
not a store

Kimmé is Ngan's label in Ho Chi Minh City: sweet, feminine pieces for young Vietnamese women. The Kimmé app is her styling studio. Pick a piece, add what you already own, and see three ways to wear it.

Who it's for

Women in HCMC, about 18 to 28, who follow Ngan and love getting dressed.

What it promises

More ways to wear what you love, starting with your own closet.

How it feels

Sweet, feminine, confident. A friend with great taste, never a salesperson.

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02 · TAGLINE

Sweet / Feminine / You

Already Ngan's own line: it runs across the top of her product graphics.

Sweet / Feminine / You(same in both languages)Brand line. Recommended: it's already hers.

One piece, three waysMột món đồ, ba cách mặcApp line. Says what the app does in five words.

Look good in what you ownMặc đẹp với những gì bạn cóAlternative app line. Leads with her closet.

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03 · LOGO

The signature

Vector files traced from Ngan's hand-lettered draft, so it stays her lettering. Black on white by default, white on black or dark photos, script alone for the app icon and small uses. No colored logo. Ngan to approve the trace

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04 · DECISION FOR NGAN

".stu" or "studio"?

Today: .stu

Matches the @kimme.stu handle. But on its own it reads as "student" or a file extension, means nothing in Vietnamese, and vanishes at small sizes.

studio

Proposed: studio Recommended

Matches her kimme.studio email domain, reads clearly in both languages, and describes the app: a styling studio. The handle can stay @kimme.stu.

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05 · LOGO RULES

Give it room

Clear space: twice the height of ".stu" on every side (dashed line).
Lockup minimum: 160px wide on screen, 40mm in print.
Script minimum: 120px on screen, 30mm in print.
Smaller than that, the hairline swashes disappear. Use the script, or no logo.

✕

Don't stretch it

✕

Don't recolor it

✕

Don't use busy backgrounds

✕

Don't add effects or retype it

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06 · COLOR

Black, white, and her clothes

Ink #000000
Logo, primary buttons

Paper #ffffff
Every background

The pinks, lilacs, black and brown come from her clothes, never from the interface.

Text #222222Body #3f3f3fMuted #6a6a6aBorder #c1c1c1Hairline #ebebebSurface #f7f7f7

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07 · TYPOGRAPHY · PROPOSED

HEADLINES · CORMORANT GARAMOND LIGHT

Một món đồ,
ba cách mặc

Echoes ".stu" and the serif in Ngan's own graphics. Display, titles, captions. Never buttons or body.

INTERFACE AND BODY · INTER

Thử phối chiếc váy này

Try styling this dress. Body, labels, buttons.

Display · serif 300 · 56Phối cùng Kimmé

Title · serif 400 · 32Hẹn hò cuối tuần

Heading · Inter 500 · 22Ba set đồ cho bạn

Body · Inter 400 · 16Chọn một món bạn có, Kimmé phối giúp bạn.

Label · Inter 500 · 12HẰNG NGÀY · EVERYDAY

Both are free Google Fonts with full Vietnamese support.

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08 · VOICE · DRAFT

Talk like Ngan

"Pretty in pink, impossible to ignore"

Ngan's caption for the Rosie top. Playful, confident, short.

"Chị em cho shop 1 follow…"

Her TikTok bio: she talks to followers as chị em and softens with nhe.

Sweet

Warm and close, like a friend. bạn in the app, chị em on social.

Feminine

Soft, short sentences. Describe the look, the occasion, the feeling.

Confident

She knows what looks good. Suggest boldly; never push a sale.

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09 · VIETNAMESE AND ENGLISH

Two languages, one voice

Write Vietnamese first and naturally, then English. Never word for word.
Keep buttons about the same length in both, so screens don't jump.
Product names (Rosie, Lacey) stay the same in both.
Light emoji on social, as Ngan does. None in the app.

VIETNAMESE	ENGLISH	WHERE
Hôm nay mặc gì?	What are we wearing today?	Home greeting
Phối đồ cho tôi	Style me	Main action
Thử phối chiếc váy này	Try styling this dress	Styling link
Hằng ngày · Hẹn hò · Đi chơi	Everyday · Date night · Going out	Occasions
Lưu set đồ · Thử set khác	Save look · Try another	Look actions
Tủ đồ của bạn	Your closet	Closet

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10 · PHOTOGRAPHY

Two kinds of picture

Styled flat-lays

The piece is the hero, with soft pastel props: ribbons, flowers, the Kimmé box.

On-body editorial

Real settings in HCMC: concrete, gardens, galleries. Relaxed, confident poses.

For the app

Also one clean front shot per piece on a plain background, so the stylist can build looks.

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11 · IN USE

VI · EN

Hôm nay mặc gì?

Phối đồ cho tôi

Tải lên một món bạn có.

Tải ảnh lên

GỢI Ý TỪ NGAN

App home · open the full mockup

Một món đồ, ba cách mặc

One piece, three ways · link in bio

Instagram post · 4:5

3 cách mặc chiếc váy này

3 ways to wear this dress

TikTok cover · 9:16

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12 · FOR NGAN

Six decisions

1 · Logo trace

Approve the vector version, or mark letters to adjust.

2 · ".stu" or "studio"

Recommended: "studio" in the logo, @kimme.stu stays as the handle.

3 · Tagline

Keep "Sweet / Feminine / You", plus "One piece, three ways" for the app?

4 · Typefaces

Approve Cormorant Garamond and Inter.

5 · Voice and words

Check the Vietnamese phrases sound like her.

6 · Language and name

Which language opens first, and the spelling of her name with diacritics.

KIMMÉ BRAND BOOK13

A styling studio,not a store