Glasafe Brand Manual by Jasleen Ashta

Glasafe Brand Manual 2023

Discovering

Our Tone of Voice Our Tagline Communication Basics Guidance for Social Media Guidance for Website Rules for Packaging How we look? Glasafe Logo Brand Colours Brand Typography Graphic Assets Brand Imagery

/Brand Manual 2023

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Welcome to Discovering Glasafe Discovering Glasafe as a brand manual that helps you understand Glasafe inside out. This guide is an essential blueprint that holds the keys to scaling the brand while keeping its core intact, so you can grow without losing what makes Glasafe truly special. Consider this your roadmap to maintaining the brand’s vibe, ensuring consistency and authenticity at every turn. Atelier 2332 | 2023

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Table of Content Who are we?

How we speak?

What we stand for?

How we look?

/Our Brand Manifesto

/Visual Identity

Our Meaning Our Motive Our Story What we do? Our Emotional Appeal Value Proposition Brand Offerings Target Audience Brand Archetype Brand Positioning

Our Tone of Voice Our Tagline Communication Basics Guidance for Social Media Guidance for Website Rules for Packaging

Our Purpose Our Beliefs Our Promise Our Mission Our Vision Our Value System Our Ambition

Glasafe Logo Brand Colours Brand Typography Graphic Assets Brand Imagery

/About Glasafe

/Verbal identity

Who are we? /About Glasafe

Glasafe Brand Manual 2023

Who are we? Our Meaning Our Motive Our Story What we do? Our Emotional Appeal Value Proposition Brand Offerings Target Audience Brand Archetype Brand Positioning What we stand for? Our Purpose Our Beliefs Our Promise Our Mission Our Vision Our Value System Our Ambition How we speak? Our Tone of Voice Our Tagline Communication Basics Guidance for Social Media Guidance for Website Rules for Packaging How we look? Glasafe Logo Brand Colours Brand Typography Graphic Assets Brand Imagery

Gla-safe | लासेफ noun Amalgamation of the words Glassware + Safety Refers to glasware that is made safe to use for consumers by all means possible.

Glasafe Brand Manual 2023

Who are we? Our Meaning Our Motive Our Story What we do? Our Emotional Appeal Value Proposition Brand Offerings Target Audience Brand Archetype Brand Positioning

Anti-toxic High Borosilicate Glass /safe on the inside

Protective Silicone Covering /safe on the outside

What we stand for? Our Purpose Our Beliefs Our Promise Our Mission Our Vision Our Value System Our Ambition How we speak? Our Tone of Voice Our Tagline Communication Basics Guidance for Social Media Guidance for Website Rules for Packaging How we look? Glasafe Logo Brand Colours Brand Typography Graphic Assets Brand Imagery

Glasafe Brand Manual 2023

Our Motive

We are on a mission to Elevate Your Everyday, by upgrading your old boring glass products to stylish and chic glassware, transforming ordinary moments into extraordinary experiences. We at Glasafe aim to build a community that goes beyond the ordinary. We want our consumers to join us in this journey by fostering ‘Just Living’ into a ‘Lifestyle’! Not just a statement; it’s a call to action for conscious living and champions of a sustainable tomorrow.

Glasafe Brand Manual 2023

Our Story

The story behind Glasafe is rooted in a passion for educating and implementing a desire to offer a better, more responsible choice to the people. We started as a group of like-minded individuals who shared a common concern for the people who want to upgrade their ‘Life’ into a ‘Lifestyle’ with a belief that the products we use every day should instate confidence, reliability and a sophisticated look. Our journey began with a simple question:

“How can we make a difference?” The answer was equally simple:

“Start by offering quality, stylish and durable products to the everyday items people use.”

We envisioned a world where elevated living was the norm, not the exception. A world where each sip, each meal, each item stored, and each product used contributed to a safe and secure styling routine. With this vision in mind, we are on a mission to produce glassware that is built for an upgraded responsible living.

And that’s how Glasafe was born.

Glasafe Brand Manual 2023

What We Do?

Glasafe specialises in offering a wide range of high quality food-grade durable glass products adorned with vibrant silicone for an uplifted way of living. We are dedicated to:

Elevated Looks: We provide durable, stylish, and safe glassware options to help individuals lead a more confident lifestyle.

Health Benefits:

60% Elevating Lifestyle

/Through trendy, modern and sophisticated products

Our products are designed to cater to the needs of individuals who prioritise their health or who want to switch to better habits.

Eco-conscious & Sustainable Living: By providing stylish and reusable alternatives, we are creating awareness about the impact of singleuse plastic and the benefits of choosing sustainable alternatives. Glasafe is not just a brand; it’s a movement towards a healthier, more eco-friendly tomorrow. We invite individuals to join us in this journey of conscious living, where each choice contributes to personal well-being and the well-being of the planet.

Health & Safety

20%

/Inside Out

Sustainable Living

/Confidence to ditch plastic

20% 9

Glasafe Brand Manual 2023

Who are we? Our Meaning Our Motive Our Story What we do? Our Emotional Appeal Value Proposition Brand Offerings Target Audience Brand Archetype Brand Positioning

Our Emotional Appeal

Sense of Belonging

Sense of Security

Sense of Confidence

Glasafe fosters a community where individuals share a common vision of a healthier and more sustainable lifestyle. Here our customers become a part of our movement that values well-being and environmental consciousness. The sense of belonging comes from being connected to like-minded individuals who prioritise health and contribute to a positive impact on the planet.

Glasafe provides a sense of security through its innovative design ensuring durability and longevity. Customers can trust Glasafe products to accompany them through daily life as an extension of their style and a statement of confidence. The reliability of our products contributes to a sense of security in the choices they make for their well-being.

Choosing Glasafe is a statement of confidence in personal health. The confidence comes from knowing that every purchase is an investment not just in a product but in a lifestyle that reflects their values and contributes positively to the world. In essence, Glasafe is more than a brand; it’s a source of emotional connection, security, and confidence where every moment, no matter how small, is an opportunity to elevate your lifestyle. We invite individuals to embrace a lifestyle where every choice with Glasafe is a step towards a better, healthier, and more confident self.

Every Refill Counts

Glasafe Brand Manual 2023

Value Proposition

“We help young adults/working professionals elevate their everyday by giving them the confidence to use glassware products without any inhibitions to elevate their lifestyle.” As a brand, we focus on transforming ordinary moments into extraordinary experiences with our unique range of glassware products. They are chic and contemporary, being a bridge between modern aesthetics and classic elegance. Driven by the consciousness to make the earth plastic-free, we are elated to introduce our glassware range that will elevate your everyday lifestyle, giving you more confidence and contentment.

*We help [target audience(x)], do [y] by [brand offering] to [solving user pain-point]

Glasafe Brand Manual 2023

Who are we? Our Meaning Our Motive Our Story What we do? Our Emotional Appeal Value Proposition Brand Offerings Target Audience Brand Archetype Brand Positioning

Value Proposition (cont.)

Our key differentiatior

Benefit for the consumer

Value for the consumer

Elevate your lifestyle

Offering products that balance style, durability, and versatility with its classic, elegant and modern style

Every moment, no matter how routine, deserves to be elevated. Do good, look good and feel good.

Breakage Resistance

The colourful silicone layer reinforces the glass, reducing breakage and enhancing durability.

Enjoy long-lasting products that stand the test of daily use, minimising the need for replacements.

Sustainable Elegance

Glasafe offers a wide range of durable glassware, providing an elegant and sustainable alternative.

Elevate your lifestyle with products that not only look good but contribute to a healthier planet.

Plastic Reduction Awareness

By choosing Glasafe, customers actively participate in reducing plastic waste.

Contribute to a sustainable future and raise awareness about the environmental impact of plastic usage.

Glasafe Brand Manual 2023

Why Glasafe over our competitor? In a market, where competitors are selling their products, we at Glasafe are curating a roadmap towards healthy investments. We are rebuilding trust in glassware, creating user-experiences without compromising the quality and packaging of the products by carefully curating each and every element. From design to production in-house, we are building a brand crafted for an uplifted lifestyle with quality tested and approved products accepted by the Indian audience.

Glasafe Logo Brand Colours Brand Typography Graphic Assets Brand Imagery

Glasafe Brand Manual 2023

Why Glasafe over our competitor? Innovative Design: Benefit: Food-grade glassware with vibrant silicone for a unique and visually appealing product look. Value: Stand out with a brand that combines style, innovation, and functionality.

Fight the Fear of Using Glassware: Benefit: Glasafe addresses the common fear of using glassware with its break-resistant design. Value: Enjoy the elegance of glass without the worry, fostering a seamless and worry-free user experience.

Get Confident: Benefit: Choosing Glasafe instils confidence in your product choices, knowing they align with your values and contribute positively to your life and the environment. Value: Feel confident in every purchase as an investment not just in products but in a lifestyle.

Extensive Utility:

Microwave/Dishwasher/ Refrigerator Safe Benefit: Glasafe products offer versatility, being safe for use in the microwave, dishwasher, and refrigerator. Value: Experience convenience in daily living with products that adapt to your lifestyle.

Health-Focussed Approach: Benefit: Glasafe prioritises customer well-being by providing high-quality, BPA-free and foodgrade products. Value: Invest in your health by choosing products that are safe and a way to a healthier lifestyle.

Customer Benefits Benefit: Glasafe products meet the highest quality standards, ensuring they are free from harmful chemicals and safe for food use.

Environmental Commitment: Benefit: Glasafe is not just a brand; it’s a movement towards ecoconscious living. Value: Choose a brand that aligns with your values for a greener and healthier world.

Unlike traditional brands, Glasafe positions itself as an investment in personal health. Choosing Glasafe means choosing a lifestyle that prioritises the user’s well-being.

Value: Trust in the quality of Glasafe for a safe and enjoyable dining experience. 14

Glasafe Brand Manual 2023

Brand Offerings

Glasafe offers products that seamlessly blend style and eco-consciousness. We at Glasafe provide an elegant solution to daily needs while contributing to a more assertive and sustainable lifestyle.

“Glasafe is The Healthier option in glassware” Features of Glasafe

Benefits of Glasafe

Experiences through Glasafe

• Made with ‘safer’ materials

• Providing the user confidence

• Confidence

How we look? Glasafe Logo Brand Colours Brand Typography Graphic Assets Brand Imagery

(chemical-free)

about using glassware

• Conscious

• Usage of protective silicone layer to

• Elevating lifestyle

• Elevated

minimize damage (break resistant)

• Long-lasting value

• Satisfied

• Providing purity of taste

• Hassle-free

• Adding color and style to boring transparent glassware

• Providing style and feasibility

• Environmentally-friendly • Leak proof • BPA-free

Glasafe Brand Manual 2023

Target Audience

Glasafe caters to those who seek not just products but a way of living that reflects their values—a fusion of elegance,

sustainability, lifestyle and a commitment to personal well-being.

Our target age group is from

24 to 45 years

Our target group comprises

Homemakers, Working Professionals, Fitness Enthusiasts, Explorers and Health-conscious individuals seeking stylish and sustainable alternatives to plastic, valuing products that align with their eco-friendly lifestyle. Our target audience can be divided into 2 clear segments primary and secondary (as given on right).

Primary Target Group

Secondary Target Group

Lifestyle Enthusiasts & Trendsetters

Eco-conscious & Health-conscious Individuals

Needs:

Wants:

Stylish, durable, and a confident approach towards an uplifted lifestyle. Aesthetic products that have superior quality that are easy to handle and can be integrated in everyday settings.

Preferences:

Products that align with a modern, conscious lifestyle.

Sustainable choices without compromising the quality of products. Produts that are comparatively safer for themselves and the planet.

Preferences:

Products that make a positive impact on the environment.

Glasafe Brand Manual 2023

Target Problems

Target Solutions

Limited Market Understanding:

Educating a country backed by proper data:

Misunderstanding the preferences and lifestyle of the Gen Z audience may result in products that don’t resonate with their values.

Breakage Concerns:

Tackling the fragility of traditional glassware by introducing a protective layer of colourful silicone to enhance durability.

Exposure to harmful chemicals:

Many plastic products release harmful chemicals that can leach into food and beverages, posing health risks to individuals.

Plastic Waste:

Addressing the environmental issues associated with single-use plastic by offering sustainable alternatives.

Executing proper communication and guiding our customers through online presence & quality products, a promise to upgrade the lifestyle and enhancing their life’s narrative.

Safe and sustainable glassware:

We offer a wide range of high-grade glasswares that are free from harmful chemicals, ensuring the safety of our customers.

Enhanced Durability:

Introducing a silicone layer to mitigate breakage concerns, ensuring longevity and usability of the products.

Brand Actions

Take Action:

Be Mindful:

Raise Awareness:

Glasafe encourages individuals to take action for their health and the environment by choosing products that align with their values.

We want to embed the philosophy that. every purchase is an investment not just in a product but in a healthier & sublime lifestyle.

We also strive to educate and raise awareness about the benefits of using glassware through various marketing and educational initiatives. 17

Glasafe Brand Manual 2023

Brand Archetype

Glasafe is the ‘Regular Creator’

How we speak? Our Tone of Voice Our Tagline Communication Basics Guidance for Social Media Guidance for Website Rules for Packaging How we look? Glasafe Logo Brand Colours Brand Typography Graphic Assets Brand Imagery

The Regular Person

reliable | authentic | sincere

Glasafe comes within the following two brand archetypes

The Regular Person

represents relatability, authenticity, and sincerity Glasafe is relatable because of how easily its products work in various settings. Glasafe is sincerely caring about its audiences and the planet. Glasafe uses authentic materials to create high quality products.

The Creator

represents imagination, innovation, and self-expression Glasafe is all about innovation and better user experiences. Glasafe products use innovative materials like silicone to make it break-resistant. They are also ergonomically designed for easy-handling and better grip. They have a wide range of colors so that everyone can find the right fit for themselves.

The Creator

imaginative | innovative | expressive

Glasafe Brand Manual 2023

Who are we? Our Meaning Our Motive Our Story What we do? Our Emotional Appeal Value Proposition Brand Offerings Target Audience Brand Archetype Brand Positioning

Brand Positioning

Quality Based Positioning

Differentiation based positioning

Social Media positioning

Companies implement this strategy when they want to emphasize the quality of their product —quality that often comes at a premium cost.

A differentiation positioning strategy relies on a product’s uniqueness or innovative qualities in comparison to the traditional competition.

Glasafe provides premium glassware products of superior quality to its customers to elevate their lifestyle.

Glasafe provides innovative, modern and functional glassware products that helps consumer build confidence and breakfree from fear of using glassware.

This type of positioning is unique because it’s focused on a set of channels rather than a stand-alone tactic. Therefore, we can have different kind of positioning tactic for different kind of platforms. Eg. Glasafe can have a Gen-z focused lifestyle dependent messaging on instagram while it can have more safety/ health/family focused messaging on facebook.

Glasafe Brand Manual 2023

Who are we? Our Meaning Our Motive Our Story What we do? Our Emotional Appeal Value Proposition Brand Offerings Target Audience Brand Archetype Brand Positioning What we stand for?

Social Media Positioning (Plan of Action) Social Media Platform

Our Purpose Our Beliefs Our Promise Our Mission Our Vision Our Value System Our Ambition How we speak? Our Tone of Voice Our Tagline Communication Basics Guidance for Social Media Guidance for Website Rules for Packaging

Instagram

Target Group and their Aspirations

Brand Image & Revolving Content

Use Case for the platform

Age Group: 24-35

Increase brand awareness, raise product hype, gain loyal audience, easy for customer engagement, showcases the authenticity of the brand, ads

Raise product awareness, showcase the care aspect of the brand, east to convert engagement to purchase numbers, be more inclusive to older audiences

Aesthetic | Innovative | Lifestyle-centric | Catchy

Helps in SEO and directing people to the website or other engagement platforms, increases brand visibility on the web

Visibility to urban working audience, helps in creating the brand image as a professional and innovative brand. Use for hiring workforce and come across as authentic.

Gen-Z and Millenials (Younger Audiences) influenced by lifestyle, aspirational and aesthetic content.

How we look?

Age Group: 30-45+

Glasafe Logo Brand Colours Brand Typography Graphic Assets Brand Imagery

Facebook

Older family-oriented audiences with mmore purchase power who are looking for safety/quality first products.

Age Group: 25-45+

House wives/ younger aundiences who are looking for inspiration to elevate their home and lifestyle.

Age Group: 25-35+

Working class who are influenced by healthy lifestyle and modern living trends.

Glasafe Brand Manual 2023

Brand Positioning Statement

For young adults/working professionals, Glasafe is the lifestyle product brand that creates safe glassware products, giving the users the confidence to be able to use glassware everyday with style. *For [target audience], [brand name] is the [frame of reference/category] that delivers [benefit/reason to believe] because [brand’s unique value proposition]

What we stand for? /Our Brand Manifesto

Glasafe Brand Manual 2023

Brand Purpose

“To empower individuals to live confidently and stylishly by providing them with safe and reliable glassware for everyday use.” We are driven by a commitment to redefine the norms of daily living. Our purpose is to inspire individuals to make choices that matter, fostering a lifestyle that prioritises well-being and environmental responsibility. Glasafe is a bridge between classic elegance and modern living, offering products that match style, durability and versatility.

Glasafe elevates lifestyles through personal expression, prioritises safety and promotes sustainability.

Glasafe Brand Manual 2023

Brand Beliefs

The brand belief system consists of the fundamental values, principles and convictions that define a brand. These elements shape the brand’s identity, contribute to its culture and have a significant impact on its actions and decisions.

High Quality

Mindful Consumption

One Person. One Choice.

We believe that everyone deserves to have quality products that make them feel better about their day and increase their confidence. Our products are a fusion of modern and classic elegance, helping individuals achieve an elevated lifestyle.

Glasafe believes in mindful consumption of products and therefore have designed their products to be durable, easy to handle (clean) and versatile. These qualities make the Glasafe products last long in the long run therefore helping consumers live consciously.

The earth is full of plastic. Glasafe wants to come together with its consumers and reduce consumption of plastic. We feel a strong responsibility towards the future of the planet and want to work towards its betterment.

Glasafe Brand Manual 2023

Brand Promise

“We promise to enhance everyday experiences through our innovative and stylish glassware solutions that prioritize safety and functionality.”

Glasafe Brand Manual 2023

Brand Mission

“Our mission is to revolutionize the way people use glassware by making it more feasible and stylish.”

Glasafe Brand Manual 2023

Brand Vision

“To become the leading brand that empowers individuals to confidently and stylishly incorporate safe and reliable glassware into their everyday lives.”

Glasafe Brand Manual 2023

Value System The value system of a brand includes its core beliefs and ethical standards. This system guides the behaviour, decisions and overall business conduct of the brand.

RESPONSIBLE

We believe it’s time to take action to save the planet. As a glassware brand, we are responsible to make our earth plastic free.

VERSATILE

Glasafe offers you a unique range of glassware products that have a perfect blend of versatility and usability.

INNOVATIVE

Our products are innovative that have been designed keeping the contemporary aesthetics and use cases in mind.

USER-FRIENDLY

We have created our products by keeping you as the pivot of concern. Our products are break-resistant so they can be used without any fear. Our products are egonomically designed to provide easy-handling.

MODERN

Our products are modern, trendy and contemporary. They elevate our consumer’s everyday life with sophisticated designs that are easy to maintain.

Glasafe Brand Manual 2023

Brand Ambition

“To establish ourselves as the leading premium glassware brand in India, known for our exceptional quality, innovative designs, and usage of nontoxic materials.”

How we speak? /Verbal Identity

Glasafe Brand Manual 2023

Our Tone of Voice

The brand voice is the unique style and personality expressed through written or spoken communication, shaping a brand’s identity.

Core Belief: Elevate Your Everyday and A Healthier start to life

Glasafe is aspirational, motivational, professional, elevated, conscious, confident and concise. Glasafe believes in making everyday extraordinary and elevated. As a brand, we are akin to promoting ourselves as conscious and mindful. We want our consumers to feel confident while using glassware without having any inhibitions. Glasafe believes in a lifestyle of conscious choices, acting as a motivating drive towards a higher sense of living. We convey a message of investing in personal well-being while being thoughtful about the planet. And in the process, we definitely don’t want to come across as preachy. Rather, we want to be perceived as a grounded ‘Regular Guy’, who has aspirations to make everyday innovative.

Glasafe Brand Manual 2023

Our Tagline

Elevate the Everyday. We believe in making everyday an upgraded and elevated version of the earlier day. We grow each day as a person, so why shouldn’t our lifestyle be a reflection of our growth? As an eco-conscious glassware brand, we believe in making you confident and chic. Our products exuberate both modern and classic elegance. Use glassware without the fear of breakage because our products come with silicone covers, carefully designed to enhance the premium look.

Glasafe Brand Manual 2023

Who are we? Our Meaning Our Motive Our Story What we do? Our Emotional Appeal Value Proposition Brand Offerings Target Audience Brand Archetype Brand Positioning

Communication Basics Your brand is your story and how you communicate it effectively. Follow the following dos and don’ts to come across as a reliable brand:

Do’s:

Don’ts:

Be direct and straight-forward in your communication.

Don’t be preachy in your communication.

Consider being concise, smart and confident in your approaches.

Directly don’t promote sustainability. Instead, promote sustainable living.

Stand out as an aspirational and motivational brand.

Don’t sound authoritative.

Also, tread on the lines of mindful and conscious living. Be consistent and cohesive in your communication across all platforms. Maintain the brand typeface, font hierarchy, colour palette and other brand elements across all the product ranges.

Make your brand presence feel like a grounded and rooted brand. Don’t get distracted by trends and dilute your brand language. Don’t alter your brand language for different ranges of products.

Glasafe Brand Manual 2023

Who are we? Our Meaning Our Motive Our Story What we do? Our Emotional Appeal Value Proposition Brand Offerings Target Audience Brand Archetype Brand Positioning What we stand for? Our Purpose Our Beliefs Our Promise Our Mission Our Vision Our Value System Our Ambition How we speak? speak? Our Tone of Voice Our Tagline Communication Basics Guidance for for Social Social Media Media Guidance for Website Rules for Packaging How we look? Glasafe Logo Brand Colours Brand Typography Graphic Assets Brand Imagery

Guidance for Social Media A person gets to know about different brands through social media. If you have a strong online presence, you have strong brand recognition. To keep pace with the changing dynamics of social media, there are a few points to consider:

• The overall brand essence and stance should come across through the social media posts. • The visual identity should have significant relevance with the written content.

• Use real-time images and videos to draw the attention of your audience immediately. • Use branded elements (icons and illustrations) for effective communication of Glasafe.

• To have a strong online presence, you need to be regular with your postings. Remember not to bombard the feed with posts or go MIA. • On the initial days of launching, ideally you should post everyday. For the days you are not posting in the grid, post stories or story sets.

• Communicate the brand messaging to your audience with effective storytelling. Remember, people connect mostly with emotions first. • The posts should equally highlight the emotional quotient(in some) as well as the problem solving aspect of the products (in others).

• Maintain the same tone of voice in the socials that has been followed in branding. • For the graphic creatives, follow the same brand typeface, font hierarchy and colours, to maintain a consistent visual identity.

Consistency/ Parity:

Storytelling:

Visual Appeal:

Consistent Posting Schedule:

Branding:

Glasafe Brand Manual 2023

Guidance for Website People will find you credible if they can find your website. Most of the purchases happen through the website. Be credible and authentic. For this, don’t forget to consider the following: • Maintain the tone of voice. • Use more graphic content (more image-based) • The copy should be catchy with SEO keywords. • Add some testimonials and client reviews. • Have a well-defined product page. • Put SEO-driven blogs (to help in Google ranking). • Define the list of SEO keywords. Use them while writing the web content. • Don’t write essay-type content. Be short, crisp and catchy. • Maintain content hierarchy.

Glasafe Brand Manual 2023

Rules for Packaging The packaging of a product contributes to creating the brand’s unique personality. The packaging should be in alignment with the identity and messaging the brand wants to communicate. To maintain the uniformity amongst all product ranges, the following rules should be considered:

Use the tagline in a bold and upfront way

Always have the wordmark on the top flap in the direction of the user

Make sure the logo is on the top of the product and has enough prominence

TO A HEALTHIER START TO LIFE!

ELEVATE THE EVERYDAY WITH GLASAFE Travel-Friendly Toughness

Highlight all the possible product features

Spill-proof

NON-TOXIC

FOOD-GRADE

LEAK PROOF

BPA FREE

SUSTAINABLE

ANTI-SLIP SILCONE BASE

Make sure the product USPs are clearly depicted through icons

How we look? Glasafe Logo Brand Colours Brand Typography Graphic Assets Brand Imagery

Use easy-tounderstand and crisp language

Anti-toxic high borosilicate glass

100%

Hydrate in Style

BOROSILICATE GLASS

DISHWASHER SAFE (TOP RACK ONLY)

Scratch-proof stain-free borosilicate glass

COLORS AVAILABLE

Incorporate the subtle aspirational and motivational elements into the packaging.

SOOTHING SLATE

Ribbed silicone for a sturdy grip

By choosing Glasafe, you are making a conscious choice to support a brand committed to protecting you, and our planet.

Thick silicone base for added protection

CLEAR GRIP

MRP: 1449/- (incl. of all taxes) Designed, Developed & Marketed by

Glasafe (A Unit Of Turn Turtle Pvt. Ltd.)

Join @glasafe for a Change www.glasafe.com

Do not forget to add the disclaimer at the bottom

MELLOW MIST

Product Name: Glasafe Clear Grip Net Quantity: 1 pc Capacity: 750 ml

One person, One choice. Break free from the plastic trap. Take a conscious step towards a sustainable tomorrow.

TRANQUIL TEAL

BREAK-RESISTANT BOTTLE IN YOUR GRIP

Turn Turtle Pvt. Ltd. No. 230, Yajamana Building, 4th Main Road, Chamrajpet, Karnataka, Bangalore – 560018

Outline product mandates following the structure used for the silicone range

info@glasafe.com | +91 62898 98307

While the break-resistant design enhances its durability, caution should still be exercised during handling. Despite its break-resistant properties, no glass product is completely indestructible. Accidents can happen, and misuse may result in breakage. In no way is Glasafe liable for any breakage or misuse of the product.

How we look? /Visual Identity

Glasafe Logo /Brand Logo

Glasafe Brand Manual 2023

Who are we? Our Meaning Our Motive Our Story What we do? Our Emotional Appeal Value Proposition Brand Offerings Target Audience Brand Archetype Brand Positioning

Logo Variations

Primary Wordmark (without tagline)

To be used 60% of the time across areas like website, packaging, advertising, collaborations etc.

Secondary Wordmark

To be used whenever we require to use the logo with the tagline like intro/outro of videos

Brandmark

To be used 40% of the time across areas like social media posts, videos, display icon, favicons etc.

(with tagline)

WORDMARK

/Primary Logo

Glasafe Brand Manual 2023

The Glasafe Wordmark The Primary Logo of Glasafe is the wordmark shown on the right. The abstract shape below the ‘G’ depicts a hand showcasing the care aspect of the brand. The hand is supporting the ‘G’ which depicts global audience by using non-toxic high quality materials.

How we look? Glasafe Logo Brand Colours Brand Typography Graphic Assets Brand Imagery

The wordmark is customized to make it easy-to-recognise, easy-to register and easy to read. It has rounded edges to make it approachable and match it to its archetype i.e. The Regular Creator. It encapsulates the brand essence that Glasafe is a considerate, dependable and safe brand remains.

Glasafe Brand Manual 2023

Wordmark Proportions

Wordmark Padding/Safe Zone

The Glasafe wordmark is in the proportions 1:3. No matter what, this ratio should be maintained for the logo and it should not be stretched or elongated.

The Glasafe wordmark should always retain a padding of spacing equal to the broadest part of alphabet ‘s’ of the logo. This will allow the logo to exist as its own entity in any space.

How we look? Glasafe Logo Brand Colours Brand Typography Graphic Assets Brand Imagery

Glasafe Brand Manual 2023

Wordmark Architecture

Inspired by Glasafe’s philosophy of innovating to elevate lives, Glasafe logo is truly custommade. The font Fields Display has been customized to develop an organic, approachable and expressive word mark that is easy-to-recognise.

How we look? Glasafe Logo Brand Colours Brand Typography Graphic Assets Brand Imagery

*Disclaimer* Please follow the final logo only, this is just for documentation purposes

Fields Display Font Glasafe Logo Customized the serifs of ‘l’ to match the customized serif of ‘f’

Customized ‘G’ to have more priminance be more organic while matching the serifs of ‘l’ and ‘f’

Elongated and customized the terminal of ‘f’ to match the terminal of ‘G’

Glasafe Abstract and organic element added below ‘G’ that represent a hand depicting support

Customised the bottom of ‘f’ to look similar to the serif of ‘a’

X-height

Baseline Bottom of ‘f’ aligned to the top of the abstract hand

CONSTRUCTION OF THE GLASAFE WORDMARK

Glasafe Brand Manual 2023

Wordmark Positioning

The Glasafe wordmark should always be either at bottom right of the layout or centre aligned. When it is at bottom right it’s width should atleast be 25% of the width of the layout. When it is centre aligned towards bottom or top half of the layout its width should be between 30%-60% for making it have enought prominence.

Glasafe Brand Manual 2023

Wordmark Sizing

In general, the Glasafe wordmark can be as large as possible while taking the padding (clear space) into account. There is only a defined minimum size for some touchpoints. The most important aspect is the legibility of the Glasafe wordmark and whether it fits well into a respective layout.

Clip lock lids for leak-proof access

How we look? Glasafe Logo Brand Colours Brand Typography Graphic Assets Brand Imagery

FOCUS ON THE BRAND min. height for print - 3.5 mm min. height for screen - 1- pixels

Clip lock lids for leak-proof access

FOCUS ON THE MESSAGE 47

Glasafe Brand Manual 2023

Wordmark Stacking with Brand Tagline The wordmark can be stacked with the tagline as showcased on the right. Please note that the tagline should always come in the logo in the same layout and sizing. The Wordmark with tagline is only allowed to be used in the three brand colours.

Nero on Seashell

Seashell on Nero

Seashell on Azure

Azure on Seashell

Glasafe Brand Manual 2023

Wordmark Stacking with Product Name The wordmark can be stacked with the product name as showcased on the right. Please make sure that the product name should always be Gotham Bold. The top word is top aligned to ‘G’ while the bottom word is bottom aligned to both ‘a’.

4X Aligned to ‘G’

2X Aligned to ‘a’

Aligned to ‘G’

2X Aligned to ‘a’

Aligned to ‘G’

2X Aligned to ‘a’

Aligned to ‘G’

2X Aligned to ‘a’

Glasafe Brand Manual 2023

Who are we? Our Meaning Our Motive Our Story What we do? Our Emotional Appeal Value Proposition Brand Offerings Target Audience Brand Archetype Brand Positioning

Wordmark Stacking with Product Name - Possible Color Variations *please note that when using a combination of colors, the Glasafe logo should always be Azure.

Seashell on Nero

Azure on Seashell

Combination of Azure and Seashell

Nero on Seashell

Seashell on Azure

Combination of Azure and Nero 50

Glasafe Brand Manual 2023

Who are we? Our Meaning Our Motive Our Story What we do? Our Emotional Appeal Value Proposition Brand Offerings Target Audience Brand Archetype Brand Positioning

Wordmark Stacking with Other Brands/Collaborators/ Influencers

6X 6X

With Other Brands With Influencers With Other Brandmarks

Horizontal Logo Of Collaborator

aligned to ‘f’

6X 6X

Mono Minati

X-height

baseline

If the brand you are collaborating with has a horizontal stacked logo, align it to ‘f’ of Glasafe logo

If the person/ organisation you are collaborating with does not have a logo, just write their name in Gotham Book aligned to baseline and X-height of Glasafe

6X 6X

If you are using the brandmark of another brand, please align it to the Glasafe Brandmark

*We recommend using only Nero or Seashell colours for collaboration to maintain consistency as colored logos nmight create a clash in brand aesthetics

Glasafe Brand Manual 2023

Wordmark Colours

Glasafe wordmark should only allowed to be used in the three primary brand colors- azure, seashell and nero. This will help in maintaining brand consistency across various platforms and brand applications.

How we look? Glasafe Logo Brand Colours Brand Typography Graphic Assets Brand Imagery

Seashell on Azure

Azure on Seashell

Seashell on Nero

Nero on Seashell

Glasafe Brand Manual 2023

Who are we? Our Meaning Our Motive Our Story What we do? Our Emotional Appeal Value Proposition Brand Offerings Target Audience Brand Archetype Brand Positioning

Examples of usage of coloured wordmark on images

Glasafe Brand Manual 2023

Who are we? Our Meaning Our Motive Our Story What we do? Our Emotional Appeal Value Proposition Brand Offerings Target Audience Brand Archetype Brand Positioning

Wordmark Dont’s

The wordmark must never be cut or cropped in any way

The wordmark spacing should never be tampered with

The wordmark should never be used in any other colour other than Azure, Seashell and Nero (not even secondary or tertiary colours)

Do not stretch or elongate the wordmark

Do not tilt or skew the wordmark

Never decrease the padding/clear space of the wordmark below 100%

The wordmark must always be legible, please use the 3 wordmark colours based on suffiecient contrast

Do not add shadow effect to the logo

*Please follow the same for the brandmark. However, the brandmark can be cropped in the ways showcased on pg. 54

BRANDMARK

/Minimized Logo

Glasafe Brand Manual 2023

Who are we? Our Meaning Our Motive Our Story What we do? Our Emotional Appeal Value Proposition Brand Offerings Target Audience Brand Archetype Brand Positioning

The Glasafe Brandmark Our brandmark is a minimized version of our wordmark.

It is the shortest possible identification for our brand and our biggest visual scaling element. It can appear as our icon in display picture, our website favicon, as an app icon, as a consistent element on social media for brand identification, stamps, stationary, gift-wrapping and other creatives. It can also be used to extend branded visual elements via clip-masking, patterns, cropping etc.

Customised to look organic, friendly and expressive G for Glasafe, it representss Glassware products and our users

Abstract Hand representing support

Our brandmark is a part of our wordmark but can also exist as its own identity.

Glasafe Brand Manual 2023

Brandmark Positioning

The Glasafe brandmark should also always be either at bottom right of the layout or centre aligned similar to the wordmark.

How we speak? Our Tone of Voice Our Tagline Communication Basics Guidance for Social Media Guidance for Website Rules for Packaging How we look? look? Glasafe Logo Glasafe Logo Brand Colours Brand Typography Graphic Assets Brand Imagery

When it is at bottom right it’s width should atleast be 10% of the width of the layout. When it is centre aligned towards bottom or top half of the layout its width should be between 15%-60% for making it have enought prominence.

Glasafe Brand Manual 2023

Brandmark Sizing

In general, the Glasafe brandmark can be as large as possible while taking the padding (clear space) into account. There is only a defined minimum size for some touchpoints. The most important aspect is the legibility of the Glasafe brandmark and whether it fits well into a respective layout.

Clip lock lids for leak-proof access

How we look? Glasafe Logo Brand Colours Brand Typography Graphic Assets Brand Imagery

FOCUS ON THE BRAND min. height for print - 3.5 mm min. height for screen - 1- pixels

Clip lock lids for leak-proof access

FOCUS ON THE MESSAGE 60

Glasafe Brand Manual 2023

Brandmark Colours

Glasafe logo should is only allowed to be used in the three primary brand colors- azure, seashell and nero. This will help in maintaining brand consistency across various platforms and brand applications.

How we look? Glasafe Logo Brand Colours Brand Typography Graphic Assets Brand Imagery

Seashell on Azure

Azure on Seashell

Seashell on Nero

Nero on Seashell

Brand Colours /Brand Colours

Glasafe Brand Manual 2023

Brand Colours

Glasafe colors are a mix of ‘Seaside Symphony’ that embrace freshness like a cool breeze by the shore.

DRIFT simple | ease AZURE

lively | serene

Glasafe finds its inspiration in the rhythm of the rolling waves and the gentle whispers of the seashell sands. Just as the Seashell resonates with the serene essence of the shore, Glasafe embodies the tranquil hues of the beach in its journey to ‘Elevate the Everyday’. The essence of the beach is captured within a spectrum of colors, each hue resembling the facets of the ocean’s serenity and the vibrancy of the shore. The color palette, reminiscent of the seaside, embodies a narrative of eternal freshness that elevates the everyday.

SEASHELL warm | pure

SERENE

curiosity | discovery

BREEZE

clarity | effortless

SHORE comfort | ease

Glasafe Brand Manual 2023

Primary Colours

AZURE #5CA1B0

Primary colours of Glasafe are inspired by the colour story ‘Seaside Symphony’ The most prominent brand colours are Azure, Seashell and Nero. Serene, Breeze, Shore and Drift can accompany Aure, Seashell and Nero as accompanying colours.

R 92 G 161 B 176 C 65 M 23 Y 27 K 0

SEASHELL #FFF7F2

SERENE #ABD1CF

SHORE #D6C9AD

R 255 G 247 B 242 C0M2Y3K0

R 171 G 209 B 207 C 33 M 6 Y 19 K 0

R 214 G 201 B 173 C 16 M 17 Y 33 K 0

NERO #211F1F

BREEZE #DBE0E0

DRIFT #B08F69

R 33 G 31 B 31 C 70 M 67 Y 65 K 75

R 219 G 224 B 224 C 13 M 7 Y 9 K 0

R 176 G 143 B 105 C 30 M 41 Y 64 K 4

Glasafe Brand Manual 2023

Accent Colours The Accent Colours are a set of bright colours that can be used across the brand to add an element of pop in creatives. These may be used more than secondary and tertiary colours alongside primary colours to create visual contrast. Can be used as backgrounds, highlights, captions, small visual elements like bullet points.

SUNSHINE #FCB840

TRANQUIL TEAL #0094B2

NAVY #264F75

R 252 G 184 B 64 C 0 M 31 Y 86 K 0

R 0 G 148 B 178 C 81 M 26 Y 23 K 0

R 38 G 79 B 117 C 92 M 70 Y 32 K 15

SURF #ABD1BA

MELLOW MIST #6EBAC2

MIST #698F99

R 171 G 209 B 186 C 34 M 4 Y 31 K 0

R 110 G 186 B 194 C 56 M 9 Y 23 K 0

R 105 G 143 B 153 C 03 M 33 Y 34 K 2

Secondary Colours Secondary Colours are supportive colours that can be used for extending the product diversity. These colours ain’t the face of the brand but have the same vibe to Glasafe and can be used scarcely.

Tertiary Colours Tertiry colours are a set of neutral colours that maybe used as backgrounds or photoshoots. In a creative they shouldn’t be used more than once. Their purpose is to add breathing space to the design.

SLATE #DBE0E0

R 219 G 224 B 224 C 13 M 7 Y 9 K 0

CHILL BLUSH #CCB8B8

R 204 G 184 B 184 C 20 M 26 Y 21 K 0

TAUPE #998585

R 153 G 133 B 133 C 41 M 45 Y 41 K 4

WHITE #FFFFFF

R 255 G 255 B 255 C0M0Y0K0

SOOTHING SLATE #99A3AD

R 153 G 163 B 173 C 42 M 30 Y 25 K 0

CHARCOAL #4F4D4D

R 79 G 77 B 77 C 64 M 58 Y 57 K

Glasafe Brand Manual 2023

Colour Hierarchy

To maintain brand’s unique characterstic, make sure to mainly use the 3 primary colours Azure, Seashell and Nero followed by other primary colours. The accent colour shouldn’t take away from the primary colours.

How we look? Glasafe Logo Brand Colours Brand Typography Graphic Assets Brand Imagery

The secondary and tertiary colors should only be used additionally.

Brand Typeface /Brand Fonts

Glasafe Brand Manual 2023

Brand Typeface Gotham Gotham is a geometric sans-serif typeface that offers a clean, modern, and professional appearance. It is known for its versatility, legibility, and straightforward design, making it suitable for Glasafe. With a balanced blend of sleekness and readability, Gotham is the perfect choice for a contemporary brand like Glasafe due to its timeless and sophisticated appeal. Gotham also gives space for the Glasafe brandmark prominence and make it stand out while simultaneously blending in with it.

The quick brown fox jumps over the lazy dog Gotham Thin Gotham ExtraLight Gotham Light Gotham Book Gotham Medium Gotham Bold Gotham Black Gotham Ultra

Gotham Narrow Thin Gotham Narrow ExtraLight Gotham Narrow Light Gotham Narrow Book Gotham Narrow Medium Gotham Narrow Bold Gotham Narrow Black Gotham Narrow Ultra

font of the decade

GEOMETRIC SANS SERIF 68

Glasafe Brand Manual 2023

Primary Font Family Gotham The primary font family for Glasafe is Gotham. It is to be used across all creatives 80% of the time. Gotham has a lot of versatility in terms of font weights which makes is easier to use as a headline, body copy or caption.

How we look? Glasafe Logo Brand Colours Brand Typography Graphic Assets Brand Imagery

Alongside the versatility, the geometrically crafted letters also give a clean and professional feel which aligns well with Glasafe brand image.

Aa Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789

Gotham Thin Gotham ExtraLight Gotham Light Gotham Book Gotham Medium Gotham Bold Gotham Black Gotham Ultra

Glasafe Brand Manual 2023

Secondary Font Family Gotham Narrow The secondary font family for Glasafe is Gotham Narrow. It is to be used across all creatives 20% of the time.

Gotham Narrow is a narrow font family within the Gotham Typeface. It blends seamlessly with Gotham and can help in extending the brand language of Glasafe. It can be used for headings, extremely big numbers or adding typographic elements to design if requited.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789

Gotham Narrow Thin Gotham Narrow ExtraLight Gotham Narrow Light Gotham Narrow Book Gotham Narrow Medium Gotham Narrow Bold Gotham Narrow Black Gotham Narrow Ultra

Glasafe Brand Manual 2023

Type Hierarchy

This is a clean chunky headline.

GOTHAM BOOK + GOTHAM MEDIUM | 72 PTS

How we look? Glasafe Logo Brand Colours Brand Typography Graphic Assets Brand Imagery

THIS IS YOUR USUAL HEADLINE. This is a highlighted text. This is your body copy text. The story behind Glasafe is rooted in a passion for educating and implementing a desire to offer a better, more responsible choice to the people. We started as a group of like-minded individuals who shared a common concern for the people who want to upgrade their ‘Life’ into a ‘Lifestyle’ with a belief that the products we use every day should instate confidence, reliability & a sophisticated look.

GOTHAM NARROW BOOK + GOTHAM NARROW BOLD | 30 PTS

GOTHAM MEDIUM | 22 PTS

GOTHAM BOOK | 14 PTS

GOTHAM LIGHT | 14 PTS THIS IS HOW CAPTIONS SHALL BE WRITTEN

Graphic Assets /Brand Visual Elements

Glasafe Brand Manual 2023

Graphic Assets

These graphic assets have been created to scale the brand consistently across various platforms. These include the following

Brand Iconography

Brand Illustration Style

Brand Patterns

BRAND ICONOGRAPHY

/Icon Style

Glasafe Brand Manual 2023

Glasafe icons are linear icons with uniform stroke width and rounded edges. They are usually enclosed in rounded shape (circle or rounded rectangles) to look unoform in a space.

Total area for the icon Padding for the whole stack (icon + text)

1.5x

Padding for the icon

x x

All icons need to be enclosed in a square space

They are minimal and easy to understand. They are always supposed to be in a single colour (preferable azure or seashell) followed by the name of the icon in Gotham Book.

5.5x

Glasafe Logo Brand Colours Brand Typography Graphic Assets Brand Imagery

Brand Iconography

Rounded edges

5.5x 1.5x

Always in font ‘Gotham bold’ with no extra kerning.

1.5x 75

Glasafe Brand Manual 2023

Product Related Icons Icons made specifically for brand USP’s and used in packaging.

Additional Icons Icons that describe brand personality - can be used on website, decks and brochures.

BELONGING

SECURITY

CONFIDENCE

QUALITY

INNOVATION

SOCIAL MEDIA

BRAND ILLUSTRATION

/Illustration Style

Glasafe Brand Manual 2023

Who are we? Our Meaning Our Motive Our Story What we do? Our Emotional Appeal Value Proposition Brand Offerings Target Audience Brand Archetype Brand Positioning

Brand Illustration Style

Glasafe has a linear monochrome illustration style with parts of it filled with solid to add contrast or elements of intrigue to the illustration.

NOTE THAT GLASAFE ILLUSTRATIONS MUST

Always be in a monochrome colour scheme.

Always be a mix of strokes + solids with more emphasis on strokes

Have the stroke in the illustrations must always be consistent with rounded edges

Always have a lot of white space (negative space)

Be able to portray the message clearly

Be simple with subtle details to have that elevated look

Be direct

Have a clear focus on the product

They match the brand iconography in style and are aligned to maintain rband consistency.

BRAND PATTERN

/Brand Patterns

Glasafe Brand Manual 2023

Brand Patterns

Various Patterns have been created by using the Glasafe brandmark. These patterns are additonal brand elements and can be used subtly as and when required as a visual element. We can imagine them scaling into elements like wrapping paper, butter paper etc.

L-R

Monogram Coffee Community

L-R

Wave 01 Wave 02 Wave 03

How we look? Glasafe Logo Brand Colours Brand Typography Graphic Assets Brand Imagery

L-R

Grass 01 Grass 02 Grass 03

Glasafe Brand Manual 2023

BRAND WAVES

/Using brandmark as a visual element

Glasafe Brand Manual 2023

Brand Waves: Using Brandmark as a Visual Element The Glassafe brandmark in itself is an interesting visual element. Here are few examples of how we can use the element in an interesting way. Inspired by the waves of the sea, we have cropped the brandmark to create three wave like organic shapes. These can be used as subtle details in the backgrounds, or creatively in layouts.

High Tide Can be used as solid colour on solid colour or as image on solid

Low Tide Can be used as solid colour on solid colour or as solid on image

Example of solid on solid with text and brandmark

Example of solid on solid with text and wordmark

One Person. One Choice. Example of image on solid with brandmark

Elevate the everyday.

Example of solid on image with wordmark

Brand Imagery /Visual Image for Glasafe

Glasafe Brand Manual 2023

Brand Imagery

Glasafe imagery and visual direction should align with the brand’s essence and beliefs. It should be modern and focus on an elevated urban lifestyle through Glasafe. The keywords on the right fit the brand imagery and can help in developing ideas for brand’s art direction.

RESPONSIBLE

HEALTHY

PREMIUM

SMART

SUSTAINABLE

STYLISH

SOOTHING

SAFE

RELIABLE

MODERN

Glasafe Brand Manual 2023

Focus on the Subject

One of the key imagery for Glasafe would be zoomed in shots of the Glasafe products in respective environments. Note that these shots should focus on the products (subject) primarily and secondary can showcase lifestyle. These shots are primarily for engaging audiences on social media platforms, however they can also be used on website on the product page.

Glasafe Brand Manual 2023

Focus on the Lifestyle

This imagery is people-centric. It primary focus is on lifestyle and how the Glasafe products can be used in real-time. This type of imagery may focus more on the activity/ environment than the product. The primary usecase for this is social media and website.

Glasafe Logo Brand Colours Brand Typography Graphic Assets Brand Imagery

Glasafe Brand Manual 2023

Focus on the Context/ USP This imagery is product focused and is art directed with the purpose of showcasing a particular a USP of the product. It is not necessary for the product to be present in the phograph entirely, we can also have super zoomed-in shots representing a particular feature. We recommend that when we take photos, we should take as many shots as possible in terms of zoom (wider, extra-wide, zoomed in, super- zoomed in)

Glasafe Brand Manual 2023

Products on Solid Backgrounds These kind of product shots on solid backgrounds are essentials for brands for they can be used for cutout for explainers, packaging, and on the product pages on the website. They have multipurpose usage and help in highlighting products and creating content for the brand.

Glasafe Logo Brand Colours Brand Typography Graphic Assets Brand Imagery

Glasafe Brand Manual 2023

Using Product Cutouts for Packaging and Explaining the product These are edited cutouts of the product from the white background shots mentioned earlier. Please These can be used for packaging purposed or highlighting the key details of the products.

How we look? Glasafe Logo Brand Colours Brand Typography Graphic Assets Brand Imagery

Hope this interaction has been meaningful and you’ve found what you have been looking for. Over to you! Fin.

Atelier 2332 | 2023