M O B | BRAND GUIDELINES
TABLE OF CONTENTS Brand Philosophy....................................................................... 03 Mission Statement..................................................................... 04 MOB Team.................................................................................... 05 Community.................................................................................. 06 Friendchise.................................................................................. 07 Brand Pillars................................................................................ 08 Taglines.......................................................................................... 11 Primary Logos..............................................................................12 Secondary Logos..........................................................................13 Color Palette..................................................................................14 Typography...................................................................................15 Brand Badges................................................................................ 17 Swag/Signage...............................................................................19 Social Media................................................................................ 22
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BRAND
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BRAND PHILOSOPHY
M O B | BRAND GUIDELINES
BRAND PHILOSOPHY The Moe’s Original BBQ tone is Southern hospitality, through and through, but not the prim-and-proper, debutante ball version of Southern hospitality–we’re more the whiskey-on-a-Saturday-afternoon-at-the-tailgate version. We make our food for the common folk, and part and parcel with that Southern hospitality is an absolute aversion to being overzealous with our claims. We don’t say we have the best BBQ, or that our pulled pork is better than anyone else’s. Rather, we simply say we have REALLY GOOD BBQ.
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MISSION STATEMENT
M O B | BRAND GUIDELINES
MISSION STATEMENT We’ve made sure to never lose touch with our roots. A trip to Moe’s means a chance to slow down, enjoy the same recipes passed down to us 30 years ago. You’re only as good as you are today, so we want to make today great for you– no matter what day today is. We take pride in being completely unpretentious and never taking ourselves too seriously, so come as you are, leave all your inhibitions and pretenses at the door, and have a grand old time with us. We don’t care who you are–when you come to Moe’s, you’re our guest, and we’re gonna serve you some really good BBQ and a stiff drink or two.
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BRAND
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M O B
TEAM
| BRAND GUIDELINES
THE TEAM The Moe’s Original team needs to be, first and foremost, go-getters. We might not be smoking meat outside in freezing cold weather anymore, but we need to know every staff member, on any given day, has the back of every other person on staff. We train all staff members on all aspects of the business so that, in any given situation, they can help in any aspect of the business. We allow our employees a lot of freedom to have a lot of fun, but with that freedom comes the caveat that they remember each location operates like a family, and you always help your family out. At the end of the day, Moe’s Original BBQ is about building a community.
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BRAND
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M O B
COMMUNITY
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COMMUNITY Why is community so important to us at Moe’s Original? It’s simple. Because without you, we’d all be eating alone. So when it’s time for the tailgate, grad party, or concert, don’t be surprised if you recognize that mouthwatering smell of Moe’s Original coming from the smoker, because when there are families to feed, you can bet on MOB being there, cuing up ‘cue for the community. Getting to know one another, and if our friends need of a feast, we’ll there right by their side… with plenty of sides, and a whole lot of southern hospitality to go around.
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BRAND
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FRIENDCHISE
M O B | BRAND GUIDELINES
FRIENDCHISE We like to say we operate a “Friendchise” model, treating all our staff members like family, and giving all Moe’s Originals owners freedom to operate their locations however they’d like to. That means allowing them the leeway to host whatever style live shows they’d like–be that a psychedelic jam band or an ‘80s rock covers act. It means encouraging franchisees to run their own promotions to build their own local communities. Owners are trained to encourage originality in their employees and to empower everyone who works for them to indulge personal strengths. This all helps to foster a communal, empathetic environment of support where any employee–from the owner to the newest hire–is willing to help out a coworker in need, regardless of task.
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BRAND
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BRAND PILLARS
M O B | BRAND GUIDELINES
01.
MADE FROM SCRATCH Food that fills you up, feeds your soul and leaves you with that fully-belly satisfaction is what we strive for. BBQ is what we do, damn good BBQ. We’ve perfected and customized our recipes over the years so you get the perfect flavors, you won’t find anywhere else. We cook to order, because… why wouldn’t we? We feel waking up early, to fire up the smoker is what you deserve, because it’s slow cooked BBQ, not fast-food. Everything we make is cooked fresh and made to be eaten the same day, so when it’s gone it’s gone, but don’t worry, we’ll keep the smoker fired up for you.
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BRAND
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BRAND PILLARS
M O B | BRAND GUIDELINES
02.
SOUTHERN HOSPITALITY You can take the boy outta ‘Bama, but you can’t take the ‘Bama outta the boy. We were raised on Southern Hospitality, and for Moe’s Original BBQ, Southern Hospitality isn’t just some fun slogan–it’s a way of life. It’s our mindset that means treating everyone, from the moment you meet them, like family. We’ll cook for you like your family, and make sure you’re comfortable while your with us. We know we’d make our mama’s proud by saying so.
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BRAND
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BRAND PILLARS
M O B | BRAND GUIDELINES
03.
HARD WORK We are built on hard work. From waking up early, to thinking through every recipe, we’ve paid attention to all the details. Most importantly, we work hard to provide you exceptional customer service and honest-to-goodness Southern hospitality. Put it this way: If you’re with us, your pint glass won’t go empty for long and we’ll always make sure to take the time to ask how your day’s going.
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TAGLINES
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- GOOD TO THE BONE - DON’T TELL THE PIGS WHAT WE’RE SMOKING - COMIN’ IN HOT
BRAND GUIDELINES
TAGLINES - SOUTHERN SOUL FOOD REVIVAL - RIBS N’ WHISKEY - I TELL YOU WHAT! - ALL THINGS SO UTHERN - SMOKIN’ THE GOOD STUFF - ‘BAMA STYLE - GIVEN’ IT HELL SINCE 88’
NEW - WE’RE NOT JUST PIECES OF MEAT, YA KNOW, WE’RE SIDES TOO - SMOKING DEFINITELY NOT PROHIBITED - PORK YOU’LL WANNA FORK - ADDICTIVE SUSTENANCE AHEAD - OBEY THE SLAW / SLAWS THE LAW / BREAKIN’ THE SLAW - THE BBQ BRIGADE - A WHOLE ‘NOTHER CAN OF BEANS - NOTHING BEATS OUR MEAT 11
IDENTITY
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MOB LOGOS
M O B |
The MOB Primary logo is made up several various elements, including the Moe’s Original name, established date and BBQ. The colored elements within the MOB logo can be altered, but only with the Primary Red and Black, not the secondary colors.
BRAND GUIDELINES
PRIMARY LOGO
SECONDARY LOGOS
The Secondary MOB logos have the established date removed and the vertical lines become horizontal to create a balanced space under the Moe’s Original name. The horizontal lines must be extended when adding additional items under the logo such as the MOB url or restaurant location.
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IDENTITY
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MOB LOGOS
M O B |
MOB is not your average BBQ joint and neither is it’s branding. Unlike other franchises, MOB recognizes that each location has a slightly different vibe and audience, therefore MOB has several alternative secondary logos to choose from. Choose the MOB logo that best fits your location.
BRAND GUIDELINES
SECONDARY LOGOS
The colored elements within the MOB logo can be altered, but only between Red and Black, not the secondary colors.
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IDENTITY
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M O B
COLOR PALETTE
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The Carnivore Red and Charcoal Black are the primary colors to be used within the MOB logo. The MOB logo can be used on any color aside from Cornbread, which is too light to highlight the MOB logo.
BRAND GUIDELINES
CARNIVORE RED
CHARCOAL BLACK
GRITTY GREY
CORNBREAD
PANTONE 201 C
PANTONE BLACK 6 C
PANTONE 405 C
PANTONE 467 C
CMYK: 25 100 77 18
CMYK: 10 10 10 100
CMYK: 26 53 60 26
CMYK: 17 25 50 0
RGB: 162 29 54
RGB: 35 31 32
RGB: 103 96 86
RGB: 213 185 139
HEX: A21D36
HEX: 231F20
HEX: 676056
HEX: D5B98B
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IDENTITY
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M O B
TYPOGRAPHY
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TypeWrong Smudged is the MOB Primary font. It is used for headers (in some cases) and short paragraphs of body copy. TypeWrong is used roughly about 80% of the time since it is the most legible typeface. TypeWrong is to be used in all caps and to have a kerning space between 150 - 450 depending on the size of the text.
Aa
BRAND GUIDELINES
PRIMARY TYPEFACE
TYPEWRONG SMUDGED
AaBbCcDdEeFfGgHhIi JjKkLlMmNnOoPpQqRr SsTtUuVvWwXxYyZz 1234567890 15
IDENTITY
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M O B
TYPOGRAPHY
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Gipsiero Regular is the MOB Secondary font. It is used for headers (in some cases) only and some submark icons. Gipsiero is used roughly about 20% of the time. Gipsiero should only be used for text that is less than 8 letters long. Gipsiero is only available in all caps.
Brix Slab Medium is the MOB Secondary font. It is used for lengthy body copy only or smaller copy. Brix Slab is the most legible of the MOB typefaces. It is available in various weights; Light, Regular, Medium, and Bold.
A
BRAND GUIDELINES
SECONDARY TYPEFACE
GIPSIERO REGULAR
ABcdefghIjkLmnopqr STUVWXYZ 1234567890
Aa
BRIX SLAB MEDIUM
AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoP pQqRrSsTtUuVvWwXxYyZz 1234567890 16
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TAGLINES
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B R A N D B A D G E SM O B
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E 8
'BAMA STYLE
C
SIN
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BRAND
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B R A N D B A D G E SM O B
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BRAND GUIDELINES
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BRAND GUIDELINES
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BRAND GUIDELINES
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SOCIAL MEDIA
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M O B
OVERVIEW
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IMAGERY OVERVIEW
Imagery should be a balance of the Moe’s Brand (logo, submarks, icons, etc.), photography of food and people to fully reflect both the brand identity, visuals and the brand voice itself. Food photography should comprise the majority of the social media posts (55% of posts). Followed by People (35%) and then the Brand (10%). Posting more imagery of food and people will reflect the brand’s authenticity.
PEOPLE
The social media visual language is defined by three major categories: FOOD PEOPLE BRAND
FOOD
BRAND 22
SOCIAL MEDIA
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M O B
FOOD
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FOOD MOB is all about really GOOD BBQ so this should be reflected across all social media. Food photography should comprise the majority of the social media posts. Getting a glimpse of the MOB logo within the shot is best, but try not to force it or make it the focus of the photo. IMAGERY SHOULD BE
CLOSEUPS
FOOD WITHIN A SETTING
HIGHLIGHT VARIETY OF SIDES
SUBTLE LOGO
- Appetite appealing, even messy - Meat should be pink, not gray - Colors should be natural not over-saturated or too vibrant
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SOCIAL MEDIA
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M O B
PEOPLE
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PEOPLE Photos consist of families or friends eating at Moe’s, cooks in the back prepping food or flipping meat on the grill. Photos should be candid, not cheesy, authentic and genuine. IMAGERY SHOULD BE
- Authentic/Natural not forced - People having fun - Food can be in shot, but is not the focus - Candid photos, not staged
PERSONALITY / FUN
INCLUDE FAMILY / KIDS
GENIUNE / NATURAL
EMPLOYEES 24
SOCIAL MEDIA
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M O B
BRAND
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BRAND Brand imagery consists of the MOB logo, submarks, taglines and iconography, swag, murals, signage, or printed collateral. Vector graphics must be overlaid on top of simple photography such as a bbq pit, smoke, wood texture, food being prepared, etc. Brand imagery should only be posted every 8-9 posts.
SUBMARK W/ PHOTOGRAPHY
SWAG
These posts reinforce the brand’s identity, messaging and tone. TAGLINES
- Good To The Bone - Don’t Tell The Pigs What We’re Smoking - Comin’ In Hot - Southern Soul Food Revival - Ribs N’ Whiskey - I Tell You What! - All Things Southern - Smokin’ The Good Stuff - ‘Bama Style - Given’ It Hell Since 88’ SUBMARK/BRAND SIGNAGE/DECALS 25
SOCIAL MEDIA
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M O B
PHOTO EDITING
| BRAND GUIDELINES
EDITING Consistent use of colors plays a key role in brand recognition. MOB uses a well defined palette across all communications. Photos must be edited in a cohesive manner as well, in order to continue the brand consistency athrough color and style. GENERAL RULES BEFORE - Do NOT over-saturate colors (should look natural and bright) - Try to use natural light as much as possible (avoid night/dark photos) - Avoid busy imagery - Up contrast slightly to “pop”more
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SOCIAL MEDIA
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VOICE/TONE
M O B |
WE ARE:
BRAND GUIDELINES
VOICE - Down to earth - Casual - Fun / Friendly - Not forced - Southern Hospitality - Your Old Best Friend
TONE Moe’s Original BBQ tone is welcoming, unpretentious, rascally, and a bit cheeky at times. It should holistically mirror the brand pillars. “Y’all” is not a word you should be afraid of using once in awhile. Instead of posting that your location is “hosting a pig roast this Saturday” say you’re “fixin’ to roast a pig.” Acquaint yourselves with the various mannerisms of the South, and use them in your messaging but don’t force it.
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SOCIAL MEDIA
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HASHTAGS
M O B | BRAND GUIDELINES
HASHTAGS Hashtags are integral to building brand engagement, continuing the MOB narrative, and finding consumers in the social media landscape. Hastags used should be a blend of MOB’s own hashtags and more generic hashtags. This will allow for engagement, contest opportunities, as well as attracting new consumers. POSTS SHOULD: - Include at least 1 MOB hashtag - Include between 2-6 generic tags *generic can be in form of first comment UNIQUE HASHTAGS: #mob #moesoriginalbbq #moesdenver (switchout locations) #moesbbq GENERIC HASHTAGS: #bbq #southernhospitality #southernbbq #smokingpig #bamaboys #feedthesoul #smoked
SAMPLE POST TEXT WITH HASHTAGS
Smokin’ this morning, way before the roosters were even crowin’. Hog Heaven. #moesoriginalbbq #moesdenver #feedthesoul #southernbbq #bamastyle
#goodtothebone #comininhot #itelluwhat #ribsnwhiskey #soulfoodrevival #allthingssouthern #bamastyle
*feel free to use any tagline as a hashtag 28
