Brand Style Guide | Gusto Vita

OD MO

Y ER

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R EC RE A M S FO

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B RAND STYLE GUIDE

T Y PO GR APHY P R I M A R Y

F O N T :

O K U L A N D

Pack my box with five dozen liquorjugs. *Okuland not to be used in all-caps.

N U M B E R S :

C O M F O R T A A

B O L D

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S E C O N D A R Y

F O N T :

Q U I C K S A N D

B O O K

Pack my box with five dozen liquor jugs.

PACK MY BOX WITH FIVE DOZEN LIQUOR JUGS.

P A C K A G I N G

E N D M A T T E R

:

T I T I L I U M

R E G

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F RU I T POPSICLE PO WERED LET’S PUT THE

B AC K IN

T Y P OGRAPHY contd .

DESIGNING A SLOGAN

I C O N

S E C O N D A R Y F O N T Q U I C K S A N D B O O K

Secondary font can be typed on a curved path along with the Primary font for interest. Here are some guidelines for the composition to look visually interesting.

1. Keyword: Make sure to emphasise the keywords in a phrase or slogan and to style it in Primary Okuland font

Icons

LET’S PUT THE

B AC K IN Primary Okuland font

2. Scale: Works best if secondary font is half the point size (or less) of the keyword. This size difference improves contrast and allows to fill gaps between keywords.

Secondary Quicksand font

Images

P R I M A R Y F O N T O K U L A N D

3. Icons: Using an icon or lines can help fill gaps between characters and also bring in visual interest and context. (For eg: placing the strawberry icon in the text allows you to communicate the context and works as a dynamic visual that can change according to context)

L OGO LOGO CLEARSPACE

LOGO PRINT USAGE

15% of logo size to be left free as logo clearspace on all sides. Here for logo space of 100 x 100mm, 15mm is left free on all sides. Leave this space free of other obstructions in all logo use cases.

Use original logo + tagline for all outdoor print creatives. Use logo

15mm

with white text for backlit panels for better visibility. Logo without

15mm

C L E A R S PA C E C L E A R S PA C E C L E A R S PA C E C L E A R S PA C E C L E A R S PA C E C L E A R S PA C E

C L E A R S PA C E C L E A R S PA C E C L E A R S PA C E C L E A R S PA C E C L E A R S PA C E C L E A R S PA C E

tagline can be used where “Ice creams for every mood� is used as main title.

logo + tagline

100mm

logo + tagline for backlit panels

LOGO COLOURS #FFCC37 | C0 M20 Y88 K0

#323434 | C70 M62 Y62 K58

logo w/o tagline black logo + tagline for backlit panels

L O G O c ontd.

FOR SOCIALS White or black stencils can be used for social media posts and for digital ads on coloured backgrounds or photos where it is clear of obstructions.

Use original logo wherever possible.

Use white logo without tagline on photos with simple backgrounds.

Use black logo sparingly and on black and white creatives. Use white logo on brand colour backgrounds.

L O G O USE MATRIX

print ads

outdoor ads

point-ofpurchase

packaging

backlit panels

social media

C O LOURS P R I M A R Y

S E C O N D A R Y

C O L O U R S

C0 M15 Y76 K0

C5 M88 Y70 K0

C0 M37 Y5 K0

C55 M62 Y0 K0

FFD65A

E4464C

F7B3C7

816EB2

H A L F

S A T U R A T I O N

P A S T E L -

F O R

FA A 6 4 2

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#FFCC37 | C0 M20 Y88 K0

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B A C K G R O U N D S Strawberries are nature’s heart shaped superfood.

LOGO COLOURS

C O L O U R S

#323434 | C70 M62 Y62 K58

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3

strawberries a day could actually keep the doctor away.

19745E

Text in primary/secondary colour at original saturation

BG in primary/secondary colour at half saturation

ICO NOGR APHY C O U L O U R - F I L L

I C O N S

O U T L I N E

I C O N S

B A D G E

W

EL

L NE S

B E N E F I T S

S

F RUITS POPS

C O N T A C T

S U N B U R S T

W

EL

L NE S

S

FROZ EN YOGHURT

I C O N S

YO U D N I R F

NOT HEATED

IN THE

s a d o o g

w e n

O H U S T YOUR

VITAMINS l e e f l l ’ u o Y

HOLY ZEN TULSI TO FLU NS

LOCK

TOXI

TO

68

CALORIES PER P OP

MINDFULNESS

E X P R ES SIV E T YPE

BACKGR OUND S & TEXTURES

U T H - WA T E R I N

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B e l c o n ss e om or l F

SOLID COLOUR Solid colours from the brand colour palette (primary/secondary) can be used as backgrounds for text and graphic.

SOLID COLOUR - WALL TEXTURE Solid colours from the brand colour palette can be placed on the wall image with a multiply effect.

SOLID COLOUR FROM PALETTE

OVERLAY

GRADIENT BACKGROUND Colour gradient can be used to give emphasis to product. Use ideally when only one product is displayed.

WALL IMAGE

LIGHTER TOWARDS THE PRODUCT

MO

B AC KGROUNDS & TEXTURE S CON TD .

PHOTO BACKGROUND The logo shape can be used over the image in a non obtrusive way to place text over an image.

LET’S PUT THE

B AC K IN

Text roundel with logo shape

DET OX

CALM

Y PURIF

BR AND E L EMENTS

MEMPHIS PATTERN

TROPICAL LEAVES W FRUITS

Memphis pattern to be used to along with/ to represent the indulgence range.

The elements and brush strokes can be altered colour and shape to represent the ingredients in the product.

The wellness range is associated to freshness, organic and healthy and fresh fruit images with tropical leaves help to convey these ideas. The colours of the leaves can be changed without altering the watercolor effect.

B R AND E LEMENTS CON TD .

TO COLOUR A LEAF

Layer bottom

Layer top

Result

BASE COLOUR INCREASED SATURATION

ORIGINAL LEAF IN LUMINOSITY BLEND MODE

COLOURED LEAF WITH WATERCOLOUR EFFECT PRESERVED

MEMPHIS PATTERN CONSTRUCTION

RANGE PRESENTATION

1. Brush strokes to be arranged in swirling pattern. Strokes to be converging or diverging from the product in the centre. Try not to have them parallel or facing the same direction.

When presenting both wellness and indulgence range together, using fruits and overlaopping the tropical + memphis styles can help tie the ranges together.

2. Overlap strokes and dots with no blend mode.

3. Derive colours from product ingredients.

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IT F RUP S PO

DESIGNED & PRESENTED BY