OD MO
Y ER
IC
R EC RE A M S FO
EV
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
0123456789 0123456789 0123456789
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
83BCE6
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
Lorem ipsum adipiscing elit, diam nonummy nibh euismod
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
G
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.
LL
NE S S
WE
IT F RUP S PO
DESIGNED & PRESENTED BY