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BRAND GUIDELINESHALEY LUDEN
OVERVIEW
MISSION
To become the leader in creating and selling
high quality specialty teas and products that
enhance the tea drinking experience.
VISION
To continue the 5000 year old tea tradition. A
company for the 21st century and beyond.
COMPETITORS
Lipton
Tazo
Tea India
Teavana
The Republic of Tea
Starbucks
VALUES
We believe in:
- Creating top quality products with 100%
natural ingredients that are healthy and great
tasting
- Providing excellent value and competitive
prices in the marketplace
- Keeping our products exciting; delighting our
customers and consumers
- Fostering team spirit and building an
environment which is a rewarding and
enjoyable place to work
- High ethical standards, integrity and fairness
in all our dealings with suppliers, customers,
and employees
OVERVIEW DEMOGRAPHIC
Stephanie
Age: 32
Status: Married
Occupation: Stay-at-home mom
Kids: 2, ages 5 and 2
Household Income: $70,000
Stephanie and her husband met in college in Econ 101.
They bonded over their love for fitness and got married
shortly after graduating. Her husband works a grueling
sales job at an office supply company while she is a full
time stay-at-home mom for their two young children.
Since having kids, Stephanie hasn’t had much time for
herself, but with her oldest child having just started
kindergarten, she has committed her extra time to
resuming a healthier lifestyle full of daily yoga with her
girlfriends and jogs around the neighborhood while her
mother-in-law watches her toddler. She and her husband
love traveling during his time off and spend most of his
yearly bonus on luxurious tropical resort stays.
OVERVIEW
STRATEGIC TARGET BRAND ASSETSBRAND PROMISE
KEY INSIGHT BRAND VALUES
REASONS TO BELIEVE
KEY BENEFIT BRAND PERSONALITY
Casual tea drinkers
Non-tea drinkers with
interest in health benefits
Logo (compass)
Main colors: purple, gold,
black
Travel within every cup
Wide range of flavors
Lines of tea sorted by
geographical region
Affordable exoticism Healthy, great tasting,
affordable, ethical
Connection to other cultures Casual, approachable,
worldly
BRAND ARCHITECTURE
IDENTITY SYSTEM LOGO OVERVIEW
KEY MARK WORDMARK
LOGO LOCKUP (COMPACT) LOGO LOCKUP (FULL) LOGO LOCKUP (VARIATION)
The Stash Tea Company logo has two elements: the key mark
and the wordmark. Together the two form the logo lockup.
The compact logo lockup is the preferred version of the logo,
followed by the key mark, which should only be used after
the logo lockup has been introduced. The full logo lockup
should be reserved for formal settings (ex. business card and
letterhead), premium products, and interactions with the
company itself. The single key variation of the logo lockup may
be used in place of the full logo lockup for a less formal feel.
The wordmark should never be used on its own.
IDENTITY SYSTEM CLEARSPACE + SIZE
As a general rule, the size of the key’s head is the
appropriate distance between the logo and other
main elements such as copy. An exception to this is
the key mark within a circle, in which case the logo
should have clearspace larger than the key’s teeth
around the outside of the circle.
In the case of small spaces, the full or variation
logo lockup should be used for optimum
readability. The logo should never appear smaller
than 1/4th inch tall.
IDENTITY SYSTEM INCORRECT USAGE
The logo should never be stretched, cropped, or
rotated in any way.
The key mark should always stand alone or be
placed inside a circle, but never any other shape.
The wordmark should not be recreated or retyped.
Altering the proportions of the key mark to the
wordmark should be avoided whenever possible,
but slight changes may be made to increase
readability.
STASH
IDENTITY SYSTEM TYPOGRAPHY / COLOR
Archer Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
Archer Medium Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
Goudy Old Style Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
Goudy Old Style Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
PRIMARY COLOR SCHEME
SECONDARY COLORS
Black
C:0 M:0 Y:0 K:100
R:0 G:0 B:0
Moroccan Mint
C:80 M:10 Y:45 K:0
R:0 G:167 B:157
Chai
C:25 M:25 Y:40 K:0
R:194 G:181 B:155
Cinnamon Vanilla
C:0 M:36 Y:71 K:0
R:250 G:175 B:93
White
C:0 M:0 Y:0 K:0
R:255 G:255 B:255
Mocha
C:50 M:60 Y:70 K:50
R:84 G:65 B:52
Each flavor is assigned its own color for packaging. Examples:
IDENTITY SYSTEM SUPPORTING ELEMENTS
KEYS STAMP / BRUSH STROKE
IDENTITY SYSTEM PHOTOGRAPHY
IDENTITY SYSTEM APPLICATION
IDENTITY SYSTEM APPLICATION
IDENTITY SYSTEM APPLICATION
IDENTITY SYSTEM APPLICATION
IDENTITY SYSTEM APPLICATION