Just Us! Brand Book

The essence of Just Us!

Brand Book

Just Us! Brand Expression Guidelines

The Essence of Just Us!1.1 The role of this Brand Book pg4

1.2 The Proposition pg5

1.3 The Positioning pg6

1.4 Our Brand Values pg7

1.5 The Maritime Culture pg9

The Creative Toolkit2.1 The logo pg11

2.2 Logo variants pg12

2.3 Exclusion zone pg14

2.4 Minimum size pg14

2.5 Logo Don’ts pg15

2.6 Backgrounds pg16

2.7 Logo co-branding pg18

2.8 Primary colours pg21

2.9 Supporting colours pg22

2.10 Graphic Devices pg25

2.11 Imagery pg29

2.12 Tone of Voice pg30

2.13 Typography pg31

Stationery3.1 Letter pg36

3.2 Compliments slip pg37

3.3 Business card pg38

3.4 DL Envelope pg40

3.5 Email Footer pg41

Applications4.1 Newsletter pg44

4.2 Annual Report pg46

4.3 Advertising pg48

4.4 Packaging pg50

4.5 Cups pg52

Contact Us5.1 Information details pg53

Page 02

IntroductionHello, thanks for picking up our brand book.

We have written this to share with you the essence of our brand, and how it can be used as a vehicle for change. We hope that anybody who reads it will be inspired by our ambition and have a clear understanding of the brand and how it should be presented.

All the team at Just Us! have been part of developing this book and we hope you will join us on our continuing journey.

Warmly, the team at Just Us!


The Essence of Just Us!


Just us! is Atlantic Canada’s first and most successful fair trade brand. Started 15 years ago as a worker owned co-op and now has sales in excess of $C 7m, four bustling coffee houses and is distributed throughout the region in grocery chains and independent stores and restaurants.

Our ambition is to create a stronger, more cohesive and consistent presentation of Just Us! that can live up to the radical and pioneering work the team has always been committed to. It is our hope that anybody in our community can pick up this book, read it and understand the brand in a way that is technically correct and strategically sound.

The Role of this Brand BookThe essence of Just Us!

The brand book will define a graphic structure that can work consistently in any channel, in any format, and with any message. It will be covered in the following sections:

- The essence of Just Us! A narrative of the story and introduction to the brand strategy- Identity elements. The key elements that make up the logo in its different formats- Stationery. The guide to how and where to place the key elements on documents and emails- Colour selection. Exploration and recommendations on delivering consistent colour reproduction on different formats- Key applications. Suggestions of how the brand could be applied to various publications like newsletters and brochures.

This Brand Book is a vehicle for change

Page 04


The PositioningThe essence of Just Us!

We created Just Us! as a means of creating change; Positive change in the lives of farmers in the developing world and change in consumer perceptions, knowledge and understanding of the issues around fairness and trade.

The positioning of the Just Us! co-op is a ‘vehicle for change’.

Vehicle for Change

This captures the essence of Just Us!, is what defines the heart of the organization and what makes it different from every other firm in the market. To be a vehicle for change means doing something that will deliver change, and to be effective, the vehicle has to be fit for the purpose - the quality of the communications (and the quality of the coffee) need to deliver that change.

Page 05


The PropositionThe essence of Just Us!

“The most powerful reason for the name, and the most concrete, is the idea that there was no them and us, Just Us!. We are all on this journey of life together – locally and globally. As we visited our partners throughout the world and shared their struggles, successes and dreams, this connection has continued to drive us.

At work, in the community, in society and globally we all want the same things for ourselves, our community, our kids and the world.”

There is no them and us, just us.

The proposition should be used to shape the way in which the vehicle for change positioning iscommunicated and should be used to direct how the communications channels (the coffee houses,the packaging, etc.) present the words, colors, symbols, tastes and experience that support the proposition.

It is the truth that has built the first 15 years, and is the truth that will build the next 15 years.

Page 06


The values help get a handle on the personality of the Just Us! brand, how it talks and behaves. They should be used both as an inspiration for what to say and a ‘sense check’ to make sure what is being considered is ‘on brand’.

Radical

Leading

Instinctive

“right from the beginning we were set up to challenge the status quo”

Just Us! is radical to the bone. We successfully created a fundamental and genuine alternative to capitalist business practices and it remains the operating system today. This value needs to be given enough daylight to provide inspiration, direction and guidance for the next generation of Just Us! co-workers.

“To be a shining example of business—doing good for workers, farmers and the world”

We did not start Just Us! because market research told us there was market demand for fair trade coffee. We are in the business of market creation and have been leading ever since. Initially blazing the trail of the pioneer and now in more subtle but equally significant ways.

“Just Us!” just came immediately to Jeff and that was it. There was no question.”

Instinct is hard to put your finger on. It just feels right; it feels like the right thing to do. As with the name, the formation of the business as a co-op right through to the Acadia Cinema partnership, Just Us! has a great deal of instinct running through it and it needs to be recognized in how the brand is presented. The process will give the team the confidence to use their instincts and the safety of having a brand strategy structure to sanity check that instinct.

Our Brand ValuesThe essence of Just Us!

Page 07



“Our commitment goes way beyond just selling stuff”

You cannot be a pioneer and take the level of risks that we have without being 100% behind the mission. The worker ownership, the fair trade premiums, the commitment to serve the community are all evidence that we are the “real deal.” However this authenticity cannot be tucked away in a web site or only in the spirit of the way we do things. For the vehicle for change to work, it needs to be delivered, demonstrated and consumed.

“(Just Us) is my home, my place, with people around I trust, so that I can take risks, it’s my family”

It’s said that family can represent our initial source of unconditional love and acceptance. It provides nurture, commitment, protection, encouragement and a place of safety. It’s driven by love, not the wishy washy stuff, but the tenacious, opinionated, instinctive, hard-edged ‘we can do this’ kind of love. Having family as a value for Just Us! is unusual, but we want to acknowledge the depth of community Just Us! strives to deliver to all its partners.

Authentic

Family

Our Brand Values

Page 08


ConnectedThey say you are never more than 30 miles from the ocean in Nova Scotia. The coastline is a very dynamic part of Maritime life, along with the open spaces, forests, and wildlife. There is very real connection to the earth which is expressed in pastimes like fishing and boating, growing food and being informed and proactive around protecting the environment. There is a saying here that Maritimers always come home, and it’s the water that draws them back.

CommunityThat connection to the earth is also a connection to the community. It’s a rural place, so people tend to chat when they bump into each other, pot luck suppers are the way many get together with each person’s speciality dish known and anticipated. It is one of the reasons that ‘family’ is one of the Just Us! brand values.

CaringCommunity goes beyond socializing though, it goes to a deep social empathy for others, an expectation to be treated and treat others with honesty and fairness. Indeed, it is said that you need to be mindful of what you do in the Maritimes because sooner or later it’ll be known by the community, and that can be both good, or bad depending on what you are up to!

The Maritime CultureThe essence of Just Us!

CreativeThe hard work ethic that is often the feature of a rural community is strong here along with a deep suspicion of all things trendy, flashy, cutesy or frivolous. And whilst a down to earth straight talking approach to life is the order of the day, Maritimers are a very creative bunch. Pretty much every social gathering will have live music - be it planned or spontaneous - and the region is rightly famous for its quality and quantity of its homegrown music artists and festivals.

ChangeThat brings us to the final point, that of change and Maritimer’s relationship to it. It’s relevant here because of course we are changing the way we represent the Just Us! brand.

Now, without the Maritimers embracing change, we would not have been able to create a vibrant fair trade movement in the region and we would all still be drinking Nescafé. So change is a part of our culture and environment - any place that has 30 foot tides has to be comfortable with change. But it’s change for a reason, and not for change sake that is the key here - our work has to be built on the agreement that the change (however slight) is for a good reason and reflects the ambition of the brand, to be a vehicle for change. In other words, no BS!

To describe the Maritimer culture is not actually that hard. Because what you see is what you get.

Page 09

PANTONE7498 C

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ONE®

PANTONE7546 C

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ANTONE7544 C

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PANTONE

482 C®

PANTONE476 C

PANTONE7512 C

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PANTONE152 C

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PANTONE®

PANTONE156 C

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there is no them and us, Just Us!wo worlds out there,

AV Kerning: 20

AV Kerning: 20

Shear Vertical: -5%Leading: Type size - 3 (X/X-3)

COFFEE

BEANSUN BEAM

FULLCREAM

ORGANICMEDIUM DARK BLEND FULL BODIED, RICH AND DARK LIKE CHOCOLATE WITH A HINT OF FRUIT100% ARABICA C

Justified L & R

-10rotate

DARKCHOCOLATE

Regular Medium Bold

Headline FontBarmeno

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

The Creative Toolkit


The LogoThe Creative Toolkit

Primary logoThis is the primary version of the logo for Just Us!. The logo comprises the dove, the espresso cup and the Just Us! Coffee Roaster Co-op logo type, all of which have been set inside a box with the dove breaking out of the top. This logo has been specially drawn and should not be recreated or altered in any way.Master artwork for all print and screen versions of the logo are available from Just Us!.

The full colour logo should be used in all high resolution colour based media such as stationery, literature, advertising, web sites and PowerPoint presentations.

Colour matching in print

The logo should be printed using the recommended Pantone® colours for Sun Beam, Coffee Bean, Full Cream. Where this is not possible it may be reproduced out of the 4-colour process.

Screen/Web colour logo versions created using RGB colours mustbe used for screen based material, such as desktop presentations (e.g.PowerPoint) and Web (Internet and Intranet).

Just Us! Dove

Espresso Cup

Logo Type

Pantone® 476C or 476UC0 M77 Y66 K88

R67 G4 B0

Pantone® 152C or 152UC0 M62 Y95 K2R238 G123 B40


R235 G215 B199

COFFEEBEAN

SUNBEAM

FULLCREAM

Page 11


Logo VariantsThe Creative Toolkit

Logo VarientsWhenever possible the Primaryversion of the logo should beapplied. In circumstances where this is not practical the following versions of the logo may be used.

Alternate Logos

There are 2 alternate formatsavailable:

Please refer to page 17 forguidance on applying the logosto backgrounds.

Outline Logo

The Outline logo may only be used on white backgrounds

Just Us! Orange alternate logo

Just Us! Outline logo

Just Us! Brown alternate logo

Page 12



Greyscale logoThe Greyscale logo is for use on high quality output systems, such as laser printers when colour is not justified. The logo should always sit on a white background. The logo should not be applied to a black background or any shade of grey (or tint of black).

Black logosThe Black logos should be used only for low resolution reproduction methods such as some newspaper printing. It must always sit on a white background.

White logosThe White logos should be used only for low resolution reproduction methods such as some newspaper printing. It must always sit on a black background.

Black Solid Logo

Grey Logo

White Solid LogoBlack Outline Logo White Outline Logo

Logo Variants

Page 13


Exclusion Zone

Minimum Size


Exclusion Zone The width of espresso cup taken from the logo indicates the space you should always leave aroundthe logo. Do not introducetype or graphics into this area.

24mm

Minimum SizeDo not apply the logo below the minimum width of 24mm.

24mm

Page 14


Logo Don’tsThe Creative Toolkit

A lot has been invested in the creation of our new Just Us! logo and we want to ensure it is presented properly so please ensure you never:

Change the coloursof any part of the logo.

Remove any part of the logo.

Re-arrange or reverse any part of the logo.

Add shadows or other graphics.

Change the format, the arrangement of the elements or the dimensions of the logo.

Distort or stretch the logo in any way.

Bring all three logo elements inside the bounding box.

Place the logo on a photographic or illustrative background.

Place the logo on a black or ‘Coffee Bean’ coloured background.

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Backgrounds - Primary LogoThe Creative Toolkit

Recommended Just Us! Primary logo background application examples:

The Primary Logo can be placed on the ‘Full Cream’ logo colour.

It can also be placed on any of the supporting colours.

When placed on a non-brand colour or a photographic background the logo needs to be placed within a white bounding box set to the parameters defined by the Exclusion Zones on pg 13.

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Page 16



Backgrounds - Alternate LogosRecommended Just Us! Alternate Logo background application examples:

Just Us! Brown Alternate Logocan be placed:

On the ‘Sun Beam’ logo colour.

On all the secondary colours.

In a white bounding box set to the parameters defined by the Exclusion Zones on pg 13 when placed on a non-brand colour or a photographic background.

Just Us! Orange Alternate Logocan be placed:

On the ‘Coffee Bean’ logo colour.

On all the secondary colours.

In a white bounding box set to the parameters defined by the Exclusion Zones on pg 13 when placed on a non-brand colour or a photographic background.

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Page 17


Logo Co-brandingThe Creative Toolkit

Logo Co-brandingWhen creating a Co-branding logo please be aware of the following rules:

The words beneath the logo must always be in UPPER CASE, using Barmeno Regular.The width of the words must align exactly with the width of the logo.Spacing between the logo type, or the two word stack, and the edge of the logo box is determined by the width of the ‘t’ from the Just Us! logo. Spacing between the logo type elements or the two words that make up the stack itself is determined by the width of the ‘!’ from the Just Us! logo. The Exclusion Zone is determined by the width of the espresso cup on all sides.

Coffee House Logos

The Just Us! Brown Alternate logo is used in the Coffee House Co-branding logo lock up with the name of the coffee house e.g. Grand Pré, featuring below using Barmeno Regular.

Grand Pré

COFFEEHOUSE

Grand Pré

COFFEEHOUSE

Grand Pré

COFFEEHOUSE

Grand Pré

COFFEEHOUSE

Page 18



Coffee logosThe Just Us! Primary logo is used in the Coffee Co-branding logo lock up with the name of the coffee blend featuring beneath.

FRENCHROAST

HOLIDAYBLEND

RAINFORESTRHAPSODY MOCHA

FRENCHROAST

HOLIDAYBLEND


FRENCHROAST

HOLIDAYBLEND


FRENCHROAST

HOLIDAYBLEND


FRENCHROAST

HOLIDAYBLEND


FRENCHROAST

HOLIDAYBLEND


Logo Co-branding

Page 19



Non-Coffee logosThe Just Us! Primary logo is used in the Non-Coffee Co-branding logo lock up with the name of the product featuring beneath.

Both the Coffee and Non-Coffee logos can be placed on any of the secondary logos with the name of the product reversed out using the ‘Full Cream’ colour.

WHITECHOCOLATE

DARKCHOCOLATE

BREAKFAST

TEA

WHITECHOCOLATE

DARKCHOCOLATE

BREAKFAST

TEALEMONBREEZE

LEMONBREEZE

WHITECHOCOLATE

DARKCHOCOLATE

BREAKFAST

TEA

WHITECHOCOLATE

DARKCHOCOLATE

BREAKFAST

TEALEMONBREEZE

LEMONBREEZE

WHITECHOCOLATE

DARKCHOCOLATE

BREAKFAST

TEA

WHITECHOCOLATE

DARKCHOCOLATE

BREAKFAST

TEALEMONBREEZE

LEMONBREEZE

WHITECHOCOLATE

DARKCHOCOLATE

BREAKFAST

TEA

WHITECHOCOLATE

DARKCHOCOLATE

BREAKFAST

TEALEMONBREEZE

LEMONBREEZE

WHITECHOCOLATE

DARKCHOCOLATE

BREAKFAST

TEA

WHITECHOCOLATE

DARKCHOCOLATE

BREAKFAST

TEALEMONBREEZE

LEMONBREEZE

WHITECHOCOLATE

DARKCHOCOLATE

BREAKFAST

TEA

WHITECHOCOLATE

DARKCHOCOLATE

BREAKFAST

TEALEMONBREEZE

LEMONBREEZE

Logo Co-branding

Page 20


PANTONE482 C

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PANTONE476 C ®

PANTONE152 C

®

Primary ColoursThe Creative Toolkit

The colour ‘COFFEE BEAN’ has been inspired by the dark, intense colour of the roasted coffee bean. Almost black but rich with hints of the reddish brown earth it comes from. It forms a good base for the other two Primary Colours as well as the Supporting Colours, allowing them to stand out brightly.

The colour ‘SUN BEAM’ has been inspired by the warm sunshine of a bright, happy morning. The kind that puts a smile on your face and sets you up for the day.

The colour ‘Full Cream’ has been inspired by the frothy foam of a perfect cuppuccino! Light and airy but warm and comforting, forming the perfect topping to a cosy trio of colours.

NB. As this is a PDF document the colours shown may vary from the PANTONE® colour standards. PANTONE® is a registered trademark of Pantone, Inc.

Black may be used throughout all business areas but must be used sparingly eg. to colour body text or captions.

The colours should never be used as tints.




Full Cream

Coffee Bean

Sun Beam

Page 21


Supporting ColoursThe Creative Toolkit

PANTONE502 C ®PANTONE504 C

®

PANTONE7523 C

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PANTONE5865 C

®PANTONE7498 C

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PANTONE7523 C

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PANTONECool Grey 3 C®

PANTONE7546 C

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PANTONE7544 C

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PANTONE152 C

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PANTONE1675 C®

PANTONE156 C

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PANTONE482 C

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PANTONE476 C ®

PANTONE7512 C

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PANTONE7523 C

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PANTONE5865 C

®PANTONE7498 C

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PANTONE7523 C

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PANTONE7546 C

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PANTONE7544 C

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PANTONE152 C

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PANTONE1675 C®

PANTONE156 C

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PANTONE482 C

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PANTONE476 C ®

PANTONE7512 C

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The colour ‘CHERRY’ has been inspired by the rich deep red hues of the coffee cherries. Their range of light and dark reds have allowed us to select a highlight and shadow accent that will compliment the secondary colour when used in application.

The colour ‘LEAF’ is a fresh colour inspired by the leaves of the coffee plant throughout the seasons. Deep green shadows, rich earthy undertones and sunlit highlights.




R67 G4 B0


R67 G4 B0



Cherry

Leaf

Page 22




®

PANTONE7523 C

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PANTONE5865 C

®PANTONE7498 C

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PANTONE7523 C

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PANTONE7546 C

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PANTONE7544 C

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PANTONE152 C

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PANTONE1675 C®

PANTONE156 C

®

PANTONE482 C

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PANTONE476 C ®

PANTONE7512 C

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®

PANTONE7523 C

®

PANTONE5865 C

®PANTONE7498 C

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PANTONE7523 C

®


PANTONE7546 C

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PANTONE7544 C

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PANTONE152 C

®

PANTONE1675 C®

PANTONE156 C

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PANTONE482 C

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PANTONE476 C ®

PANTONE7512 C

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The colour ‘SLATE’ is a cool calm colour that has origins in the machinery used to make the coffee as well as the white flower of the coffee plant. A rich neutral colour that will allow the other secondary colours and the logo colours to stand out.

The colour ‘RAY’ has been inspired by the warm orange hues of sunlight at the start of the day. The PANTONE® 152 is already part of the logo, so having a highlight and shadow colour will add depth and character to applications using this colour.

Slate 1Pantone® 476C or 476UC0 M77 Y66 K88R67 G4 B0

Ray 1Pantone® 476C or 476UC0 M77 Y66 K88R67 G4 B0

Slate 2Pantone® 476C or 476U

C0 M77 Y66 K88R67 G4 B0

Ray 2 Pantone® 476C or 476U

C0 M77 Y66 K88R67 G4 B0

Slate 3Pantone® 476C or 476UC0 M77 Y66 K88R67 G4 B0

Ray 3Pantone® 476C or 476UC0 M77 Y66 K88R67 G4 B0

Slate

Ray

Supporting Colours

Page 23




®

PANTONE7523 C

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PANTONE5865 C

®PANTONE7498 C

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PANTONE7523 C

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PANTONE7546 C

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PANTONE7544 C

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PANTONE152 C

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PANTONE1675 C®

PANTONE156 C

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PANTONE482 C

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PANTONE476 C ®

PANTONE7512 C

®

The colour ‘NUT’ has been inspired by the different hues from the coffee crema. The PANTONE® 476 and 482 are already part of the logo, so having a highlight and mid range ‘nutty’ colour will add depth and character to applications using this colour scheme.

Nut 1Pantone® 476C or 476UC0 M77 Y66 K88R67 G4 B0

Nut 2 Pantone® 476C or 476U

C0 M77 Y66 K88R67 G4 B0

Nut 3 Pantone® 476C or 476UC0 M77 Y66 K88R67 G4 B0

Nut

Supporting Colours

Page 24


Graphic Devices - LinesThe Creative Toolkit

We have created a series of 4 unique graphic shapes inspired by the forms that make up our Dove. These organic shapes can be used to add depth to the overall visual style of Just Us!.

-10rotate

Page 25


Graphic Devices - LinesThe Creative Toolkit

Our graphic forms can be used to shape or crop other components such as coloured shapes, photography and typography. For further guidance on combining components please review our Applications section.

Because the graphic lines are taken directly from the dove, we want to ensure they reflect this origin when in use, by only flipping them from left to right.

Do not rotate them in any way or flip them vertically.

If a side panel is required in a design please use a Quote Box or a regular box shape.

Page 26


Graphic Devices - Quote BoxesThe Creative Toolkit

The Quote Box device is used to house the logo, headlines, and body copy. It derives it’s shape from the rounded box in the logo and should always keep the same proportions whether large or small.

A portion of the wing tip from the dove is used to complete the Quote Box shape. It is a separate element and can be scaled individually to allow flexibility in the layout. Please ensure that the top half of the wing tip is aligned correctly with, and is the same colour as the box.

The following illustrations demostrate the correct combined use of these two elements.

The logo box can crop in from the top of the page, to a greater or lesser degree with the wing tip used at varying sizes, yet always balaced. Please ensure that only the flat side of the box is in frame when cropping this way.

The logo box can crop in from the top left or right, or float in the centre of the page. When a longer box is required, please ensure the rounded corners remain the same.

When cropping from the sides please ensure the wing tip direction is from the top down.

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Graphic Devices - Quote BoxesThe Creative Toolkit

The following illustrations demostrate the incorrect combined use of these two elements.

Never place the wing tip on a box corner.

Never place the wing tip on top of a floating box, this causes the Quote Box to appear upside down.

Floating Quote Boxes must remain vertical, therefore do not place the wing tip on either side of a floating box.

Never place the wing tip on top of a cropped box.

Quote Boxes like to occupy the top, centre or sides of the layout, never the bottom.

If a Quote Box crops in from the top left or right, please ensure the wing tip is placed at the bottom of the box, not at the side.

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ImageryThe Creative Toolkit

IntimateCropped

Tell a story

Focussed

Create dialogueTextured

Use cropping to get to the essence of the subject, to cut out any distractions and create a balance in the image.

Use natural elements to provide a graphic style to photographs, especially images that reflect the raw materials, the roasting and blending process and the Maritime environment.

Coffee is a time to share time with friends and colleagues. Images that show people together, sharing time and conversations will work well.

Try and capture a moment in time - an image that can either tell its own story, can bring to life the story in the supporting narrative, or provide a different perspective.

Ensure the central subject is in sharp focus, with the background softer or a little blurred. Focus on the subject that will clearly communicate the message of the photograph.

Use photography to create a relationship with the reader that can challenge their perceptions about trade or encourage a questions to be asked.

A picture speaks a thousand words. We want our pictures to speak 5 words in particular - radical, leading, instinctive, family and authentic - our values. So when commissioning or treating photography the following guidelines need to be adhered to.

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Tone of VoiceThe Creative Toolkit

Think of the tone of voice as a kind of glue that holds all the creative elements together. Or the attitude we take when we present the brand. We want to be confident but with humility, intelligent with a sense of fun, informal, gently illuminating, to recognise the need to encourage participation and definitely and most certainly not be contrived.

Example of writing that reflects this: We are a coffee roasting co-op based here in the maritimes, and we see ourselves as a vehicle for change.

Change?

Well, we don’t subscribe to the view there are two worlds out there, a rich one and a poor one, a here and a there one, a north and a south one. No

We believe that we are all here together as one community, sharing one planet, sharing our struggles, dreams and successes.

We like to put it this way:there is no them and us, just us.

And we use the very best fair trade, organic coffee from our producer partners to be our ‘vehicle’ to help make that change, from them and us, to Just Us!.

Page 30


Typography - TypefacesThe Creative Toolkit

Regular Medium Bold ExtraBold

Regular Bold

Journal

Headline Font

Web and Screen Font

Field Notes Font

Barmeno

Arial

Barmeno has been chosen as our primary brand typeface. As a modern sans serif font with a range of weights it combines strong legibility and functionality with distinct characteristics to create a highly recognisable and flexible component within our visual style. Barmeno is applied in the traditional manner to create titles, headings, subheadings and body copy.

Journal is our Field Notes font and is used to support the Headline font as a way of having a conversation with the reader. It is used in captions, annotations, for labelling images or to emphasise a personal quote or statement from Just Us!.

In applications such as html-based web pages, emails or typing templates where the use of Barmeno may be restricted Arial should be used as the substitute font.




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Lorem ipsum dolor sit amet, consectetur adipi-scing elit. Vestibulum condimentum pharetra nibh, ut malesuada magna ultricies eu. Nunc in consequat turpis. Donec lorem urna, egestas nec vulputate vel, blandit vitae neque. Nullam id mi in diam molestie.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum condimentumpharetra nib h, ut malesuada magna ultricies eu. Nunc in consequat turpis. Donec lorem urna, egestas nec vulputate vel, blandit vitae neque. Nullam id mi in diam molestie pharetra vitae at augue. Praesent accumsan, lacus vitae faucibus suscipit, metus diam imperdiet erat, et aliquet sapien odio in eros. Vivamus porttitor turpis a leo molestie.

9/11

9/11

13/10

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Typography - Text Stack VerticalThe Creative Toolkit

Text alignment The width of the Text Stack must be the same as the width of the Just Us! logo.

Text size and justificationThe text block must be justified left and right so that the text runs right the the edge of the box. Manually adjust the size of the type on each line to ensure it reaches the optimum size before breaking up to run onto the next line.

Text leadingThe leading of each line needs to be adjusted manually. When single words or a sentence fit onto one line, the leading needs to be a value of +4 on the size of the type in that line. When a sentence runs over two or more lines and the size of the text is the same, then the leading for second and following lines needs to be a value of +2 on the size of the type in those lines.

Text weightEach line or sentence can be made up of different weights of the Barmeno font. Use your discretion to achieve a visually interesting combination.

ORGANICMEDIUM DARK BLEND FULL BODIED, RICH AND DARK LIKE CHOCOLATE WITH A HINT OF FRUIT

100% ARABICA COFFEE

FAIR TRADEFRESHLY GROUND

32PT/3414PT/189PT/139PT/11

14PT/18

28PT/3217PT/21

X / X+4

Y / Y+4Y / Y+2

Justified L & R

Scaling and leading guide

340 g 12 oz

MOCHA

Page 32

1

1

2

3

4

2

3

4



100% ARABICA COFFEE


ORGANICBLACK CEYLON TEA

20 TEA BAGSNET WT. 40g

BIOLOGIQUETHÉ NOIR DE CEYLAN

20 SACHETSPOIDS NET. 40g

BIOLOGIQUEMÉLANGE VELOUTÉ CORSÉGOUT SOUTENU, RICHE ET DOUX, COMME LE CHOCOLAT NOIR AVEC SOUPCON DE FRUITS

100% CAFÉ ARABICA

ÉQUITABLEFRAICHEMENT MOULU

EnglishHorizontal Type Stack

Vertical Type Stack

Française

FAIR TRADESMOOTH WITH LINGERING NOTES OF CARAMELNATURALLY UNIQUE

ÉQUITABLEGOUT DOUX AVEC DES NOTES DE CARAMEL PERSISTANTESNATURELLEMENT UNIQUE


100% ARABICA COFFEE







100% CAFÉ ARABICA



Vertical Type Stack

Française



Typography - Text Stack HorizontalThe Creative Toolkit

Horizontal Type StackThis is used when two languages need to appear on a product or layout that has more copy to communicate and has sufficient width. These two boxes are separated by a thick line that is defined by the width of the ‘t’ in the Just Us! logo being used in this application. Both text blocks should occupy the same space, and therefore slight tweaks may be needed to the font sizes and leading to achieve this.

Vertical Type Stack 1This is used when two languages need to appear on a product or layout that has limited copy to communicate or is tall or small. Please ensure that the weights used on words/sentences with the same meaning is the same. These two boxes are separated by a thick line that is defined by the width of the ‘t’ in the Just Us! logo being used in this application.

Vertical Type Stack 2Weight or product number information need not be scaled to fit the width of the text block as this would give it undue emphasis.

Page 33


100% ARABICA COFFEE







100% CAFÉ ARABICA



Vertical Type Stack

Française



1

1

2

2

3

3


Typography - Field NotesThe Creative Toolkit

Field notes type can be used in two ways:

Horizontal Field NotesThis is used when a paragraph of text is required. It runs from left to right, justified left.

Kerning is always set to +20.

Leading is a value of -3 of the type size.

Diagonal Field NotesThis is used when a a few words or a single sentence of text is required. It runs from left to right, justified left.

Kerning is always set to +20.

The text box should have a vertical shear angle of -5%.

Leading is a value of -3 of the type size.

Because there is no them and us, Just Us!

There’s not two worlds out there,just the one. AV Kerning: 20

AV Kerning: 20

Shear Vertical: -5%

Leading: Type size - 3 (X/X-3)

Page 34

1

2

Mr Joseph Blogg1919 Upper Water StreetHalifax Nova Scotia B3J 3J5 Canada

Delivering coffee and food for thought.

11865 Highway No.1, R.R. No. 3, Wolfville, Nova Scotia B4P 2R3 Phone. 1-902-542-7474 Fax. 1-902- 542-4436 www.justuscoffee.com


John SmithMaritime House123 South East BoulevardHalifaxBR12 34EFCanada

1 August 2003

Dear Sir

Re: Information

Vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Nam liber tempor cum solut nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magnaaliquam erat volutpat.

Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie conse-quat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent.

Yours faithfully

Alison BrownMarketing Communications Manager

[email protected] 01865 886103F 01865 886165M 07771 623616



I am a vehicle for change

Joseph Blogg Managing Director

Tel. 1-902-542-7474 Cel. 1-902-542-4567Fax. [email protected] Highway No.1, R.R. No.3, Wolfville, Nova Scotia B4P 2R3 I am a vehicle for change

11865 Highway, R.R. No. 3Wolfville, Nova Scotia B4P 2R3www.justuscoffee.com

T. 1-902-542-7474 F. 1-902- [email protected]


John Smith

Meeting tomorrow

Dear John,The meeting will take place at 2pm. I look forward to seeing you then.Regards,Joe



Tel. 1-902-542-7474 Cel. 1-902-542-4567Fax. [email protected] Highway No.1, R.R. No.3, Wolfville, Nova Scotia B4P 2R3

Stationery


LetterLogo33mm width logo.

PropositionSet in Journal regular 34.4pt/31.4pt in the ‘Rust’ colour. Kerning is 20pt.

Address & contact detailsSet in Barmeno medium 8pt/10pt in the ‘cream’ colour. Kerning is 25pt.The brown block is in the ‘coffee’ colour, measures 10mm x 215.9mm and bleeds off the page.

Fold GuideIt is recommended that the letter is folded in thirds, to this approximate point.

Letter contentContent is to be typed in Arial regular 10/12pt. The letter is to start on the 8th line after the date.

Stationery

Example shown 45% actual size. All measurements in millimetres



33mm132.9mm25mm

176mm20mm 20mm

33mm

20mm

25mm

25mm

93mm

92.9m

m10mm

John SmithMaritime House123 South East BoulevardHalifaxBR12 34EFCanada

1 August 2003

Dear Sir

Re: Information

Vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Nam liber tempor cum solut nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magnaaliquam erat volutpat.

Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie conse-quat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent.

Yours faithfully

Alison BrownMarketing Communications Manager

[email protected] 01865 886103F 01865 886165M 07771 623616

123456789

1011121314151617181920212223242525272829303132323334353637383940414243444546474849505152

1

1

2

3

4

5

2

3

4

5

Page 36




33mm132.9mm25mm

176mm20mm 20mm

33mm

20mm

25mm

25mm

93mm

10mm

Compliments SlipLogo33mm width logo.

PropositionSet in Journal regular 34.4pt/31.4pt in the ‘Rust’ colour. Kerning is 20pt.

Address & contact detailsSet in Barmeno medium 8pt/10pt in the ‘cream’ colour. Kerning is 25pt.The brown block is in the ‘coffee’ colour, measures 10mm x 215.9mm and bleeds off the page.

Stationery


1

1

2

3

2

3

Page 37


Business Card - SquareStationery

33mm

33mm

26mm 26mm

11mm

6mm5mm

6mm5mm

33mm 11mm11mm

I am a vehicle for change I am a vehicle for change

xx = 7mm

x

x

x

x

x x xx = 7mm





www.justuscoffee.comwww.justuscoffee.com

Logo33mm width logo placed centrally within the 85mm x 55mm card. The prescribed ‘exclusion’ zone is set above and below as defined on pg13.

Web URLJustified to the width of the logo, set in Barmeno bold 9pt/11pt in the ‘coffee’ colour.

NameSet in Barmeno bold 11pt/14pt in the ‘cream’ colour.

Job titleSet in Barmeno regular 9pt/14pt in the ‘cream’ colour.

Personal contact detailsSet in Barmeno bold/regular 8pt/12pt in the ‘cream’ colour. The space between Job title and Personal details is set at 8pt/8pt.

Personal Positioning lineSet in Journal regular 18pt/15pt in the ‘rust’ colour. Kerning is 20pt.

1

2

3

4

5

6

1

2

34

5

6

Example shown at actual size. All measurements in millimetres

Page 38


33mm

33mm

26mm 26mm

11mm

6mm5mm

6mm5mm

33mm 11mm11mm

I am a vehicle for change I am a vehicle for change

xx = 7mm

x

x

x

x

x x xx = 7mm





www.justuscoffee.comwww.justuscoffee.com

Business Card - ClassicStationery

Logo33mm width logo placed centrally within the 85mm x 55mm card. The prescribed ‘exclusion’ zone is set above and below as defined on pg13.

Web URLJustified to the width of the logo, set in Barmeno bold 9pt/11pt in the ‘coffee’ colour.

NameSet in Barmeno bold 11pt/14pt in the ‘cream’ colour.

Job titleSet in Barmeno regular 9pt/14pt in the ‘cream’ colour.

Personal contact detailsSet in Barmeno bold/regular 8pt/12pt in the ‘cream’ colour. The space between Job title and Personal details is set at 8pt/8pt.

Personal Positioning lineSet in Journal regular 18pt/15pt in the ‘rust’ colour. Kerning is 20pt.

1

1

2

34

5

6

2

3

4

5

6

Example shown at actual size. All measurements in millimetres

Page 39


EnvelopeStationery

Delivering coffee and food for thought.

Mr Joseph Blogg1919 Upper Water StreetHalifax Nova Scotia B3J 3J5 Canada

11865 Highway No.1 R.R. No. 3WolfvilleNova Scotia B4P 2R3

106mm57mm 57mm

33mm 11mm11mm

33mm

11mm

11mm

Logo33mm width logo placed in the upper left corner with the prescribed ‘exclusion’ zone set on all sides as defined on pg13.

AddressSet in Barmeno regular9pt/12pt in the ‘coffee’ colour.

StatementSet in Journal regular 30pt/27pt in the ‘Rust’ colour. Kerning is 20pt.

11 2

3

2

3


Page 40


620 pixels

140 p

ixels

83 pixels









John Smith

Meeting tomorrow

Dear John,The meeting will take place at 2pm. I look forward to seeing you then.Regards,Joe

Email FooterStationery

Separating line2 pixels width, 620 pixels length, set in ‘rust’ RGB colour.

Logo83 pixels width logo ranged left within the 620 pixels x 140 pixels footer. The prescribed ‘exclusion’ zone is set on all sides as defined on pg13. The image resolution should be 72pi and saved as a RGB gif.

NameSet in Barmeno bold 14pt/18pt in the ‘coffee’ RGB colour.

Job titleSet in Barmeno regular 13pt/18pt in the ‘coffee’ RGB colour.

Personal Positioning lineSet in Journal regular 18pt/15pt in the ‘rust’ RGB colour. Kerning is 20pt.

Personal contact detailsSet in Barmeno bold/regular 12pt/16pt in the ‘coffee’ RGB colour.

Address and Web URLSet in Barmeno bold/regular 12pt/16pt in the ‘coffee’ RGB colour.

21 3 4 5 6

2

1

3

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5

6

Page 41

CEYLON

TEA

Annual Report 2010

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec nisl arcu, ultricies nec malesuada a, mattis vel sem.

H DO YOU KNOYOUR COFFEEIS REALLYGOOD COFFEE?

Production Report

The Production Department has

been very busy throughout 2008.

Production is constantly looking for

ways to improve capacity and reduce

waste, with the goal of becoming a

state-of -the-art Roastery.

Raw materials are continuously tracked as

they flow through operations to ensure quality control

and to improve systems. Job positions are being

examined and duties are being redistributed to allow

people to develop and move the business forward.

Inventory and logistics have changed, adopting a

just-intime framework for ordering and storing materials.

Amanda Reeves became the primary operator of the new

packaging machine, our major capital investment in

2008. This has reduced waste and increased productivity.

The Natural Step Framework Committee has been active

in sourcing materials that are biofriendly assisting Just Us!

in reducing our carbon footprint. The Production

Department deserves credit for their hard work and

commitment, especially through our busy season at

Christmas when 3500 pounds of coffee was roasted

daily. Going into 2009, a Working Group within the

Department will examine floor plans and product flow

systems for a new expansion at the Grand Pré facility.

The goal is to house all inventories in a “Green

Warehouse” that will provide better management and

storage environments while reducing energy costs. With

the implementation of SYSPRO, an integrated computer

information system, great strides have been made to roast

and package coffee within 24 hours of order to ensure

that customers receive the freshest coffee possible.

Training is very important to Production and in the past

year our personnel received training in areas of Health &

Safety, Forklift Use, Management Skills, Principles of Lean

Production, and Specialty Coffee Formation. Our Head

Roaster attended the annual SC CA Roaster’s Retreat. Just

Us! is growing and we believe that investing in education

and skills training is key to having a work force that can

tackle any future challenges.

Neil Barkhouse, Production Manager

Just Us! CafJust Us! Cafés have graciously received

significantrecognition over the past

year. Recently, the Wolfville Café was

voted the best coffee shop in Kings

County and presented with an award

from the Eastern Kings Chamber of

Commerce. The Halifax Cafés were

awarded best Café, best coffee, best speciality

coffee and best tea honours in The Coast’s 2008

survey.

The Café Femenino blend was launched successf

of our cafés last year. We continue to support Amnesty

International’s Taste for Justice Campaign, to figh

against women. We also look forward to offering co

2009 from RA OS, a member-run producer co-oper

Lenca women in Honduras.

The Cafés continued to host and support a variety of soc

justice events throughout the year, along with the regu

and well-attended music nights at Spring Garden and

Wolfville. The Wolfville Café is now also home to Jack’s

Gallery, which features artwork from some exceptional l

talent. The Cafés are steadily making efforts

environmental stewardship. Compostable soup cu

HOW DO YOU KNOWYOUR COFFEEIS REALLYGOOD COFFEE?

offee.com


www.justuscoffee.com

COSROAST

BLACKCEYLON

TEABLACKCEYLON

TEABLACKCEYLON

TEABLACKCEYLON

TEABLACKCEYLON

TEABLACKCEYLON

TEABLACKCEYLON

TEA

MOCHA

340 g 12 oz

MOCHA

340 g 12 oz

MOCHA

340 g 12 oz

MOCHA

WHITECHOCOLATE

WHITECHOCOLATE

WHITECHOCOLATE

WHITECHOCOLATE

WHITECHOCOLATE

WHITECHOCOLATE

WHITECHOCOLATE

ISSUE 21Just Us! Coffee Roasters Co-op

Lorem consectetur nisl a, mattis vel sem.

There is no them

HOW DO YOU KNOWYOUR COFFEEIS REALLY

C EE?

Applications

100% FAIR TRAD

ORGANIC &WORKER OWNED

Us!In this Issue Just Us! - Why all the attention?

Just Us! - Why all the attention?Just Us! Names New CEOrade - No Turning Back for Small Producers

air Mining – Bill C-300Putting Grand Pré on the Map

ourism in Malawi

air TradeGreat Idea...Growing Mushrooms in Coffee Grounds

F Idea SpreadingAcadia Cinema – 100 years!

IS

Just Us! Coffee Roasters Co-op

SPRING 2010

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur quis dui et nislaliquet feug


IntroductionApplications

The following applications have been created to illustrate how the Just Us! visual style can be applied to a range of different elements or applications. It is hoped this section will demonstrate how the brand can be consistently expressed across a range of platforms and act as inspiration for any creative agency commissioned to develop these or other items for Just Us!.

We want to inspire you!

These should be seen as sources for inspiration and not as finished artwork. Just Us! has the image rights to use the photographic images featured but may wish to use images of its own community.

All the illustrations have been created by Mission Brand and are available for use by Just Us!.

Page 43


ISSUE 21Just Us! Coffee Roasters Co-opSPRING 2010



Newsletter - MastheadsApplications

Just Us! produces a number of digital publications, from weekly staff updates to investor newsletters. Here are three alternative mastheads, each with a different look and feel. The first is rich, aromatic and firmly based on coffee, the second feels more newsy and shows the different aspects of life at Just Us!, the third focusses on people, in this case a coffee farmer. So each masthead could be used for a different newsletter, or one masthead could be selected for all publications for ease of use and consistency.

Page 44


Newsletter - SpreadsApplications

Just Us! names new CEO

Fair Mining - Bill C-300

Fair Trade - No turning back for small producers

Putting Grand Pré on the Map

Lorem ipsum dolor sit amet, consect-etur adipiscing elit. Curabitur quis dui et nisl aliquet feugiat. Etiam at lorem vel justo ornare lobortis. Pellentesque facilisis odio quis tellus euismod gravida consectetur tellus accumsan. Lorem ipsum dolor sit amet, consectetur adipi-scing elit. Curabitur dignissim biben-dum libero vel accumsan. Nullam leo urna, fringilla et rhoncus elementum, vestibulum nec enim.

Donec nec turpis nisi, at volutpat ante. Vivamus nec libero quis lacus tristique tempor. Nullam fringilla, lorem ac ac-cumsan pulvinar, eros urna placerat ligula, a imperdiet justo orci at tellus. In vitae dolor est, quis sodales ipsum. Donec sem nisl, cursus eu mattis sed, pretium a turpis. Donec in ornare arcu.


Donec nec turpis nisi, at volutpat ante. Vivamus nec libero quis lacus tristique tempor. Nullam fringilla, lorem ac ac-cumsan pulvinar, eros urna placerat ligula, a imperdiet justo orci at tellus.


Donec nec turpis nisi, at volutpat ante. Vivamus nec libero quis lacus tristique tempor. Nullam fringilla, lorem ac ac-cumsan pulvinar, eros urna placerat ligula, a imperdiet justo orci at tellus. In vitae dolor est, quis sodales ipsum. Donec sem nisl, cursus eu mattis sed.

Donec sem nisl, cursus eu mattis sed, pretium a turpis. Donec in ornare arcu.


Donec nec turpis nisi, at volutpat ante. Vivamus nec libero quis lacus tristique tempor. Nullam fringilla, lorem ac ac-cumsan pulvinar, eros urna placerat ligula, a imperdiet justo orci at tellus. In vitae dolor est, quis sodales ipsum. Donec sem nisl, cursus eu mattis sed,


Donec nec turpis nisi, at volutpat ante. Vivamus nec libero quis lacus tristique tempor. Nullam fringilla, lorem ac ac-cumsan pulvinar, eros urna placerat ligula, a imperdiet justo orci at tellus.

In vitae dolor est, quis sodales ipsum. Donec sem nisl, cursus eu mattis sed. Donec nec turpis nisi, at volutpat ante. Vivamus nec libero quis lacus tristique tempor. Nullam fringilla, lorem ac ac-cumsan pulvinar, eros urna placerat ligula, a imperdiet justo orci at tellus.

In this Issue Just Us! - Why all the attention?Just Us! - Why all the attention?

Just Us! Names New CEO

Fair Trade - No Turning Back for Small Producers

Fair Mining – Bill C-300

Putting Grand Pré on the Map

Fair Trade Tourism in Malawi

Domestic Fair Trade

Great Idea...Growing Mushrooms in Coffee

Grounds

CEDIF Idea Spreading

Acadia Cinema – 100 years!

Dazzling Coffee Makers

The “Full o’ Beans” Newsletter is published by Just Us! Coffee Roasters Co-op. Edited and Published by Jeff

Moore & Kathy Day.Address: 11865 Hwy 1, RR3, Wolfville, NS, B4P 2R3 Phone: 1-888-NOT-THEM

Fax: (902) 542-4436 Email: [email protected]

Check out our website at www.justuscoffee.com

We want to hear from you


Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur quis dui et nisl aliquet feugiat. Etiam at lorem vel justo ornare lobortis. Pellentesque facilisis odio quis tellus euismod gravida con-sectetur tellus accumsan. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur dignissim bibendum libero vel accumsan. Nullam leo urna, fringilla et rhoncus elementum, vestibulum nec enim.

Donec nec turpis nisi, at volutpat ante. Vivamus nec libero quis lacus tristique tempor. Nullam fringilla, lorem ac accum-san pulvinar, eros urna placerat ligula, a imperdiet justo orci at tellus. In vitae dolor est, quis sodales ipsum. Donec sem nisl, cursus eu mattis sed, pretium a turpis. Donec in ornare arcu. Etiam leo

leo, porta quis lacinia ut, gravida a dolor. Sed vehicula tellus a quam molestie tempor. Sed non lacus et lectus varius convallis.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur quis dui et nisl aliquet feugiat. Etiam at lorem vel justo ornare lobortis. Pellentesque facilisis odio quis tellus euismod gravida con-sectetur tellus accumsan. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur dignissim bibendum libero vel accumsan. Nullam leo urna, fringilla et rhoncus elementum, vestibulum nec enim. Quisque malesuada mauris ut dui interdum a vehicula mi molestie. Aenean fermentum vehicula aliquet. Pellentesque eget metus eros. Curabitur fermentum nisi eu nunc fringilla fringilla.

Three columns provide a practical structure to carry content, use of colour blocks from the secondary colour palette provide demarcation for the different news pieces and the content bar allows for an easy-to-read glimpse of what each issue covers. Content used here is from an old Espresso newsletter, any photography used should follow the guidelines.

Page 45


Annual Report - CoversApplications

Annual Report 2010

People and the planet before profits

Annual Report 2010

A year of change at Just Us!

This treatment provides an opportunity to create a theme for the annual report by the use of a dominant photograph or illustration. This image is framed by a banner that uses a stylised version of the Just us! Quote Box (as featured in the Creative Toolkit - graphic device - Quote Boxes), along with Primary logo ranged top left and the title of the document ranged top right in the Barmeno font. Below the image the Line Device is used (as featured in the Creative Toolkit - graphic device - Lines) to house the name of the theme using the Field Notes font. The secondary colour used in both these fields should echo the key colour from the cover image.

Page 46


Annual Report - SpreadsApplications

Production ReportThe Production Department has been very busy throughout 2008. Production is constantly looking for ways to improve capacity and reduce waste, with the goal of becoming a state-of -the-art Roastery.

Raw materials are continuously tracked as

they flow through operations to ensure quality control

and to improve systems. Job positions are being

examined and duties are being redistributed to allow

people to develop and move the business forward.

Inventory and logistics have changed, adopting a

just-intime framework for ordering and storing materials.

Amanda Reeves became the primary operator of the new

packaging machine, our major capital investment in

2008. This has reduced waste and increased productivity.

The Natural Step Framework Committee has been active

in sourcing materials that are biofriendly assisting Just Us!

in reducing our carbon footprint. The Production

Department deserves credit for their hard work and

commitment, especially through our busy season at

Christmas when 3500 pounds of coffee was roasted

daily. Going into 2009, a Working Group within the

Department will examine floor plans and product flow

systems for a new expansion at the Grand Pré facility.

The goal is to house all inventories in a “Green

Warehouse” that will provide better management and

storage environments while reducing energy costs. With

the implementation of SYSPRO, an integrated computer

information system, great strides have been made to roast

and package coffee within 24 hours of order to ensure

that customers receive the freshest coffee possible.

Training is very important to Production and in the past

year our personnel received training in areas of Health &

Safety, Forklift Use, Management Skills, Principles of Lean

Production, and Specialty Coffee Formation. Our Head

Roaster attended the annual SC CA Roaster’s Retreat. Just

Us! is growing and we believe that investing in education

and skills training is key to having a work force that can

tackle any future challenges.

Neil Barkhouse, Production Manager

Just Us! Cafés ReportJust Us! Cafés have graciously received significantrecognition over the past year. Recently, the Wolfville Café was voted the best coffee shop in Kings County and presented with an award from the Eastern Kings Chamber of Commerce. The Halifax Cafés were

awarded best Café, best coffee, best speciality coffee and best tea honours in The Coast’s 2008 survey.The Café Femenino blend was launched successfully in all

of our cafés last year. We continue to support Amnesty

International’s Taste for Justice Campaign, to fight violence

against women. We also look forward to offering coffee in

2009 from RA OS, a member-run producer co-operative of

Lenca women in Honduras.

The Cafés continued to host and support a variety of social

justice events throughout the year, along with the regular

and well-attended music nights at Spring Garden and

Wolfville. The Wolfville Café is now also home to Jack’s

Gallery, which features artwork from some exceptional local

talent. The Cafés are steadily making efforts towards

environmental stewardship. Compostable soup cups are

now standard, along with our compostable coffee cups;

bottled water has been phased-out; and environmentally-

friendly bamboo containers are used for takeout food

orders. The Department is increasingly incorporating the

elements of the Natural Step Framework program to ensure

adherence to sustainable practices.

There have been some organizational changes in the

department, including the transition and recruitment of

management. Kate Adams returned to her community on

the North Mountain to focus her energies on family, music

and the garden. While at Just Us! Kate raised the

coffeehouse bar for our cafés, for which we are truly

grateful. The Cafés Team will be focused on further

standardization

of our procedures to support our strategic expansion

goalsover the next several years.

Consolidated sales in 2008 increased by 27% over the

previous year, and we are forecasting further growth in

2009. Although economic forces will put pressure on the

coffeehouse industry, we believe that our customers will

continue to recognize the social and environmental

initiatives that they support and the quality and value

that they receive when visiting Just Us! Cafés. We would like

tothank all of the customers, staff and suppliers that have

contributedto the Cafés’ success and look forward to

another auspicious year ahead.

Sophie and Ashleyserving up a fresh brew at the Wol fville Café

Neil, Maria and Amanda d iscussing the new packaging mac hine

The Line Device is used here to provide both clear signposting of different sections as well as provide a visually rich environment to house the content. This also provides the flexibility to present copy from a solid box or out of white. Guidance for this can be found in the Creative Toolkit - graphic device - lines section. Photography can either be presented in a standard format or framed by the Line Device. Care should be taken in only using a limited number of colours from the secondary colour palette for the Line Device treatment.

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Advertising - Full ColourApplications

Just Us! has a range of advertising requirements, most of which are ad hoc publications and sizes so the following provides a wide choice of different styles, shapes and sizes, all of which are inspired by the Brand Book house style. This vertical layout features the Line Device housing the headline and copy in the Barmeno font, a visual to support the headline and a box containing the primary logo ranged left and the strapline in the Field Notes font ranged right. The colours are taken from both the primary and secondary colour palette. Here the headline and copy is housed in a stylized Quote Box that can be used to accentuate the message.Where photography is not used, the upper Line Device provides a structure to house the headline and the lower Line Device a brief message in Field Notes, the Primary logo and contact details.The horizontal layout uses a small Line Device to house the headline and a larger Quote Box to contain the remaining content.Small space text layouts can still retain a house style using the Barmeno font for the headline and body copy and the Field Notes font for the strapline.


100% FAIR TRAD ORGANI RKER NEDCoffeehouse locations

olfvillewww.justuscoffee.com


There isno themand us,Just Us!




100% FAIR TRADE ORGANI RKER NEDCoffeehouse locations





H DO YOU KNYOUR COFFEEIS REALLYGOOD COFFEE?




lfvillewww.justuscoffee.com

H DO YOU KNYOUR COFFEEIS REALLYGOOD COFFEE?



Just Us! is 100% Fair Trade, Organic and Worker Owned, putting people and the planet before profits. We offer quality Just Us! Organic Fair Trade Coffee, Tea, Chocolate and Sugar.

www.justuscoffee.com450 Main St. Wolfville11865 Hwy 1, Grand Pré

There is no them and us, Just Us!

100% FAIR TRADEORGANIC &WORKER OWNED

11865 Hwy 1, R.R. #3Wolfville, Nova Scotia B4P 2R3








100% FAIR TRAD ORGANIC WORKER OWNED

Coffeehouse locationsn










1

1

2

3

4

5

5

2 3

4

Page 48


Advertising - MonochromeApplications

These treatments demonstrate it is possible to maintain a house style in monochrome by continuing to use the Line Device, the Quote Box device and the Greyscale logo







C EE?


C EE?






Just Us! is 100% Fair Trade, Organic and Worker Owned, putting people and the planet before profits. We offer quality Just Us! Organic Fair Trade Coffee, Tea, Chocolate and Sugar.

www.justuscoffee.com450 Main St. Wolfville11865 Hwy 1, Grand Pré







Page 49


Packaging - TextureApplications

BLACKCEYLON

TEA

WHITECHOCOLATE

MOCHA COSTA RICAROAST

This photographic treatment may be considered a route to communicate a premium single-origin line by featuring elements that signal provenance or the raw ingredients used. Here we see the combination of co-branding logo inside the Quote Box graphic device

to first centre the eye on the brand name and then lead the eye down to the product description. Each product range would use a ‘master’ secondary colour to provide differentiation with the Just Us! family of products.

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Packaging - WaveApplications

340 g 12 oz

BLACKCEYLON

TEA

340 g 12 oz

WHITECHOCOLATE

MOCHA COSTA RICAROAST

Here the treatment is purely graphic using a combination on the Line and Quote Box Devices. This provides a cleaner more simple presentation of the brand, whilst allowing for range differentiation and a rich experience of what the product inside offers. Leaf is chosen as the ‘master’ secondary colour for tea, as it

communicates refreshment, Cherry denotes a sweet and and luxurious chocolate range with Ray and Nut providing a warm and vibrant palette for the two coffee ranges. Both treatments retain the Primary logo to ensure a coherent and consistent presentation of the Just Us! brand.

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CupsApplications

How do you knowyour coffeeis really

good coffee?

wwwwwwww wwww .ww jj. uuusstttuusccoofffff eff e.ccom


good coffee?



good coffee?



good coffee?



good coffee?



good coffee?



good coffee?

wwwwwwww wwww .ww jj. uuusstttuusccoofffff eff e.ccom


good coffee?



good coffee?



good coffee?



good coffee?



good coffee?


The humble takeaway coffee cup is a powerful vehicle for change with each cup being seen by an average of 400 people!

So strong and unique branding is important to differentiate the brand from competitors along with a question for the coffee drinker presented in the Field Notes font - remember we want to create a dialogue with customers and what better place to start than with the coffee in their hands? Numerous print runs allow for different questions to be printed on the cups and so create an ongoing dialogue with customers.

Two treatments here; A simple white cup that allows the Primary logo and question to be the main focus, and the other, using the full range of secondary colours with Line and Quote Box devices to provide a unique and stand out range of takeaway cups.

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Thanks for taking the time to read through our Brand Book. We hope it has provided inspiration and guidance. If you do have any comments, concerns or queries regarding any of the content please get in touch with us, we will be only too happy to help.

Warmly, the team at Just Us!.

Information DetailsContact Us

Contacts

Austin Anderson Director of Coffee902.542.7474 [email protected]

Duncan EbataMarketing Co-ordinator902.542.7474 [email protected]

Kathy DayAssistant to CEO902. 542.7474 [email protected]

Sources

Mission Brand developed the brand strategy, logo and brand book for Just Us! and is a recommended supplier.

Please call Bruce McKinnon on 0044 7782 326 030, email at [email protected] or visit www.missionbrand.co.uk

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Documents

Just Us! Brand Book