Potboiler Brandbook by Jasleen Ashta

s e n i l e d i u Visual G

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Web Version | 2023

This Visual Guideline will act as a backbone that can help you build your brand and maintain its consistency. The more thorough you are in following these, the stronger your brand image shall be. Here’s to hoping the best and wishing you great success for your brand | OVER TO YOU |

Potboiler Visual Guidelines | 2023

Tone of Voice Brand Logo

• Wordmark & Minimized Wordmark • Color Variations • Proportions and Padding

Brand Color Palette

• Primary Color Palette • Secondary Color Palette • Usage of Color Palette

Brand Typography

• Primary Typeface • Secondary Typeface • Type Hierarchy

Brand Assets

• The Brew Crew • How to use the brew crew members • Potboiler Shapes • How to use Potboiler Shapes • Potboiler Patterns

Brand Imagery How it all comes together!

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Tone of Voice Title Goes Here

We are a humanised and modern brand. We are body copy casual, friendly, relaxed yet professional. We want to be relatable to our customers and create an endearing space for the coffee lovers. We achieve this relatability factor with the help of our set of brand illustrations called ‘Brew Crew’ We are easy-going, approachable and fun.

APPROACHABLE FRIENDLY ENDEARING PROFESSIONAL EASY-GOING

Potboiler Visual Guidelines | 2023

Tone of Voice Brand Logo

• Wordmark & Minimized Wordmark • Color Variations • Proportions and Padding

Brand Color Palette

• Primary Color Palette • Secondary Color Palette • Usage of Color Palette

Brand Typography

• Primary Typeface • Secondary Typeface • Type Hierarchy

Wordmark Title Goes Here

The was to make the brand more bodyidea copy human and characteristic. This wordmark with it’s curves and sway helps establish that. While not losing the vibrant, bold presence, it also humanises the brand and makes it comforting.

Brand Assets

• The Brew Crew • How to use the brew crew members • Potboiler Shapes • How to use Potboiler Shapes • Potboiler Patterns

Brand Imagery How it all comes together!

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Minimized Wordmark This is a minimized version of the primary wordmark which can be used in smaller spaces such as social media or badges where the full logo is hard to accomodate.

Potboiler Visual Guidelines | 2023

Tone of Voice Brand Logo

• Wordmark & Minimized Wordmark • Color Variations • Proportions and Padding

Brand Color Palette

Color Variations for the wordmark

Brand Typography

The word mark is allowed to be used in black, white and all brand colors. Please follow the same background, foreground colors when using the wordmark. Any other color combination or color or change in background of foreground is wrong.

• Primary Color Palette • Secondary Color Palette • Usage of Color Palette • Primary Typeface • Secondary Typeface • Type Hierarchy

Brand Assets

• The Brew Crew • How to use the brew crew members • Potboiler Shapes • How to use Potboiler Shapes • Potboiler Patterns

Brand Imagery How it all comes together!

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Potboiler Visual Guidelines | 2023

Tone of Voice Brand Logo

• Wordmark & Minimized Wordmark • Color Variations • Proportions and Padding

Brand Color Palette

• Primary Color Palette • Secondary Color Palette • Usage of Color Palette

Brand Typography

• Primary Typeface • Secondary Typeface • Type Hierarchy

Proportions for Wordmark

The proportions for the wordmark of Potboiler are 1:4.5. Please note that these proprtions should be maintained at all times. The logo should never be disproportionately stretched or elongated.

4.5x

Brand Assets

• The Brew Crew • How to use the brew crew members • Potboiler Shapes • How to use Potboiler Shapes • Potboiler Patterns

Brand Imagery How it all comes together!

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Padding for Wordmark For the brand wordmark to maintain its emphasis, enough padding should be used around the logo

Minimum amount of padding that should be used around the wordmark should atleast be the same as the width of the alphabet ‘o’ used in the wordmark.

Potboiler Visual Guidelines | 2023

Tone of Voice Brand Logo

• Wordmark & Minimized Wordmark • Color Variations • Proportions and Padding

Brand Color Palette

• Primary Color Palette • Secondary Color Palette • Usage of Color Palette

Brand Typography

Primary Color Palette These colors are the primary visual key of the brand and should be atleast used 70% of the time in brand creatives.

• Primary Typeface • Secondary Typeface • Type Hierarchy

Brand Assets

• The Brew Crew • How to use the brew crew members • Potboiler Shapes • How to use Potboiler Shapes • Potboiler Patterns

Brand Imagery How it all comes together!

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PANTONE®

#f8f4e7 R: 248 G: 244 B: 231

#3473aa R: 52 G: 115 B: 170

#d54b28 R: 213 G: 75 B: 40

#f99f38 R: 249 G: 159 B: 56

#5a3c35 R: 90 G: 60 B: 53

1-2 C

P107-5 C

40-15 C

20-7 C

43-15 C

Potboiler Visual Guidelines | 2023

Tone of Voice Brand Logo

• Wordmark & Minimized Wordmark • Color Variations • Proportions and Padding

Brand Color Palette

• Primary Color Palette • Secondary Color Palette • Usage of Color Palette

Brand Typography

Secondary Color Palette These colors help the primary colors stand out. These should always be accopanied by primary colors to make creatives have emphasis.

• Primary Typeface • Secondary Typeface • Type Hierarchy

Brand Assets

• The Brew Crew • How to use the brew crew members • Potboiler Shapes • How to use Potboiler Shapes • Potboiler Patterns

Brand Imagery How it all comes together!

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PANTONE®

#8e6d5e R: 142 G: 109 B: 94

#193661 R: 25 G: 54 B: 97

#8c2b1e R: 140 G: 43 B: 30

#7a441c R: 122 G: 68 B: 28

#221f20 R: 34 G: 31 B: 32

33-10 C

108-16 C

50-15 C

26-16 C

PROCESS BLACK C

Potboiler Visual Guidelines | 2023

Tone of Voice Brand Logo

• Wordmark & Minimized Wordmark • Color Variations • Proportions and Padding

Usage of Color Palette

Brand Typography

Possible color combinations with the Potboiler color palette are given on the right. We recommend that you stick to these combinations only, to maintain brand consistency. Please do not mix combinations together to create a new palette.

• Primary Color Palette • Secondary Color Palette • Usage of Color Palette • Primary Typeface • Secondary Typeface • Type Hierarchy

Brand Assets

• The Brew Crew • How to use the brew crew members • Potboiler Shapes • How to use Potboiler Shapes • Potboiler Patterns

Primary Combination

Brand Color Palette

Brand Imagery

Combination 2

Combination 3

Combination 4

Combination 5

PANTONE®

1-2 C

33-10 C

P107-5 C

108-16 C

40-15 C

50-15 C

20-7 C

26-16 C

43-15 C

PROCESS BLACK C

Accents

How it all comes together!

Combination 1

PANTONE®

1-2 C

43-15 C

PANTONE®

PROCESS BLACK C

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PANTONE® 20-7 C

PANTONE® 108-16 C

PANTONE® 33-10 C

Potboiler Visual Guidelines | 2023

Tone of Voice Brand Logo

• Wordmark & Minimized Wordmark • Color Variations • Proportions and Padding

Brand Color Palette

• Primary Color Palette • Secondary Color Palette • Usage of Color Palette

Brand Typography

• Primary Typeface • Secondary Typeface • Type Hierarchy

Brand Assets

• The Brew Crew • How to use the brew crew members • Potboiler Shapes • How to use Potboiler Shapes • Potboiler Patterns

Brand Imagery How it all comes together!

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Primary Typeface

Our brand typeface is called Baloo 2. It’s developed by Ek Type Foundry. It would be used for all headlines. It’s a rounded curvy typeface that has a lot of character and impact. It would ensure clear delivery of communication.

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 ~!@#$%^&*()-_+=`[]{}\|:”.’,<>?/

Baloo 2 Regular Baloo 2 Medium Baloo 2 SemiBold Baloo 2 Bold Baloo 2 ExtraBold

Potboiler Visual Guidelines | 2023

Tone of Voice Brand Logo

• Wordmark & Minimized Wordmark • Color Variations • Proportions and Padding

Brand Color Palette

• Primary Color Palette • Secondary Color Palette • Usage of Color Palette

Brand Typography

• Primary Typeface • Secondary Typeface • Type Hierarchy

Brand Assets

• The Brew Crew • How to use the brew crew members • Potboiler Shapes • How to use Potboiler Shapes • Potboiler Patterns

Brand Imagery How it all comes together!

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Secondary Typeface The typeface is called Manrope. It’s developed by Mikhail Sharanda.

It would be used for Subheadings & Body text. Its various font weights, make it an extremely flexible typeface and increases readability of text.

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 ~!@#$%^&*()-_+=`[] {}\|:”.’,<>?/

Manrope ExtraLight Manrope Light Manrope Regular Manrope Medium Manrope SemiBold Manrope Bold Manrope ExtraBold

Potboiler Visual Guidelines | 2023

Tone of Voice Brand Logo

• Wordmark & Minimized Wordmark • Color Variations • Proportions and Padding

Brand Color Palette

• Primary Color Palette • Secondary Color Palette • Usage of Color Palette

Type Hierarchy

Brand Typography

• Primary Typeface • Secondary Typeface • Type Hierarchy

Brand Assets

• The Brew Crew • How to use the brew crew members • Potboiler Shapes • How to use Potboiler Shapes • Potboiler Patterns

Brand Imagery How it all comes together!

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Potboiler Visual Guidelines | 2023

Tone of Voice Brand Logo

• Wordmark & Minimized Wordmark • Color Variations • Proportions and Padding

Brand Color Palette

• Primary Color Palette • Secondary Color Palette • Usage of Color Palette

Brand Typography

The Brew Crew

The Brew Crew is a set of friendly illustrated characters based on the type of coffee served by Potboiler and the customers they serve.

• Primary Typeface • Secondary Typeface • Type Hierarchy

Brand Assets

• The Brew Crew • How to use the brew crew members • Potboiler Shapes • How to use Potboiler Shapes • Potboiler Patterns

Brand Imagery How it all comes together!

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Potboiler Visual Guidelines | 2023

Tone of Voice Brand Logo

• Wordmark & Minimized Wordmark • Color Variations • Proportions and Padding

Brand Color Palette

• Primary Color Palette • Secondary Color Palette • Usage of Color Palette

Brand Typography

• Primary Typeface • Secondary Typeface • Type Hierarchy

Brand Assets

• The Brew Crew • How to use the brew crew members • Potboiler Shapes • How to use Potboiler Shapes • Potboiler Patterns

The Brew Crew Drippi

“Life is too short to rush!” | “Chill vibes only” Trait: Laid-back and easygoing Personality: Drippy is the friend who is always relaxed, calm, and just goes with the flow. Their demeanor is soothing, and they have a knack for making others feel at ease. Like drip coffee, Drippy exudes a comforting presence that never rushes, allowing conversations to flow naturally.

Brand Imagery How it all comes together!

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Potboiler Visual Guidelines | 2023

Tone of Voice Brand Logo

• Wordmark & Minimized Wordmark • Color Variations • Proportions and Padding

Brand Color Palette

• Primary Color Palette • Secondary Color Palette • Usage of Color Palette

Brand Typography

• Primary Typeface • Secondary Typeface • Type Hierarchy

Brand Assets

• The Brew Crew • How to use the brew crew members • Potboiler Shapes • How to use Potboiler Shapes • Potboiler Patterns

The Brew Crew Brew

“Too cool to be basic” | “Anything but basic” Trait: Super cool and effortlessly chic Personality: Brew is the coffee equivalent of a fashion icon. With sunglasses on, they’re the epitome of coolness, making even the simplest moments feel like a runway show. Brew’s suave sophistication adds a touch of class to every coffee sip.

Brand Imagery How it all comes together!

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Potboiler Visual Guidelines | 2023

Tone of Voice Brand Logo

• Wordmark & Minimized Wordmark • Color Variations • Proportions and Padding

Brand Color Palette

• Primary Color Palette • Secondary Color Palette • Usage of Color Palette

Brand Typography

• Primary Typeface • Secondary Typeface • Type Hierarchy

Brand Assets

• The Brew Crew • How to use the brew crew members • Potboiler Shapes • How to use Potboiler Shapes • Potboiler Patterns

The Brew Crew Cuppa

“Kindness is underrated” | “Choose kindness today” Trait: Snuggly and heartwarming Personality: Cuppa is the comforting hug you’ve been craving. They’re the friend who knows just how to make you feel better, offering warmth and understanding with every sip. Cuppa’s nurturing vibes wrap you up like a cozy blanket.

Brand Imagery How it all comes together!

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Potboiler Visual Guidelines | 2023

Tone of Voice Brand Logo

• Wordmark & Minimized Wordmark • Color Variations • Proportions and Padding

Brand Color Palette

• Primary Color Palette • Secondary Color Palette • Usage of Color Palette

Brand Typography

• Primary Typeface • Secondary Typeface • Type Hierarchy

Brand Assets

• The Brew Crew • How to use the brew crew members • Potboiler Shapes • How to use Potboiler Shapes • Potboiler Patterns

Brand Imagery

The Brew Crew Citroo

“Unleash your creativity” | “Let the experiments begin!” Trait: Innovative and creative Personality: Citroo is the inventive thinker who’s never afraid to experiment and push boundaries. Just like the unexpected combination of orange and coffee flavors, Citroo is known for coming up with fresh and unconventional ideas. Their curious and imaginative nature inspires others to think outside the box.

How it all comes together!

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Potboiler Visual Guidelines | 2023

Tone of Voice Brand Logo

• Wordmark & Minimized Wordmark • Color Variations • Proportions and Padding

Brand Color Palette

• Primary Color Palette • Secondary Color Palette • Usage of Color Palette

Brand Typography

• Primary Typeface • Secondary Typeface • Type Hierarchy

Brand Assets

• The Brew Crew • How to use the brew crew members • Potboiler Shapes • How to use Potboiler Shapes • Potboiler Patterns

The Brew Crew Frothy

“Stop, sit & wonder” | “Did curiosity really kill the cat?” Trait: Playful and bubbly Personality: Frothy is the eternal kid at heart, turning coffee into a magical frothy playground. With a mischievous grin and a sprinkle of joy, Frothy brings a sense of wonder to every sip, making coffee time a fun and frolicsome affair.

Brand Imagery How it all comes together!

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Potboiler Visual Guidelines | 2023

Tone of Voice Brand Logo

• Wordmark & Minimized Wordmark • Color Variations • Proportions and Padding

Brand Color Palette

• Primary Color Palette • Secondary Color Palette • Usage of Color Palette

How to use the brew crew members

Brand Typography

Scaling the crew brew

Brand Assets

The brew crew members are vector illustrations and can be scaled to whatever size required. Although we recommend to not use them in a size less than 100*100 px or below 72 ppt resolution so that they retain their intricacies.

• Primary Typeface • Secondary Typeface • Type Hierarchy • The Brew Crew • How to use the brew crew members • Potboiler Shapes • How to use Potboiler Shapes • Potboiler Patterns

Brand Imagery

Please maintain the ratios of each illustration and do not squash or elongate them disproprtionately.

Drippy

Brew

Cuppa

Citroo

How it all comes together!

Frothy

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Potboiler Visual Guidelines | 2023

Tone of Voice Brand Logo

• Wordmark & Minimized Wordmark • Color Variations • Proportions and Padding

Brand Color Palette

• Primary Color Palette • Secondary Color Palette • Usage of Color Palette

How to use the brew crew members

Brand Typography

Colors of the Crew Brew

• Primary Typeface • Secondary Typeface • Type Hierarchy

Brand Assets

• The Brew Crew • How to use the brew crew members • Potboiler Shapes • How to use Potboiler Shapes • Potboiler Patterns

The Crew Brew characters can be used in all brand colors. Although the most suited colors for each are mentioned below. Drippy

Brew

Cuppa

Citroo

Frothy

Brand Imagery How it all comes together!

PANTONE® 26-16 C

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PANTONE® P107-5 C

PANTONE® 43-15 C

PANTONE® 40-15 C

PANTONE® 33-10 C

Potboiler Visual Guidelines | 2023

Tone of Voice Brand Logo

• Wordmark & Minimized Wordmark • Color Variations • Proportions and Padding

Brand Color Palette

• Primary Color Palette • Secondary Color Palette • Usage of Color Palette

Brand Typography

• Primary Typeface • Secondary Typeface • Type Hierarchy

Potboiler Shapes The Potboiler Shapes are a set of shapes that help in extending the brand language and give a little visual lift to the characters to play around with.

Brand Assets

• The Brew Crew • How to use the brew crew members • Potboiler Shapes • How to use Potboiler Shapes • Potboiler Patterns

Brand Imagery How it all comes together!

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PB Coaster

PB Plate

PB Glass

PB Dome

PB Drip

Potboiler Visual Guidelines | 2023

Tone of Voice Brand Logo

• Wordmark & Minimized Wordmark • Color Variations • Proportions and Padding

Brand Color Palette

How to use Potboiler Shapes

Brand Typography

1. 2. 3. 4. 5. 6. 7.

• Primary Color Palette • Secondary Color Palette • Usage of Color Palette • Primary Typeface • Secondary Typeface • Type Hierarchy

Brand Assets

• The Brew Crew • How to use the brew crew members • Potboiler Shapes • How to use Potboiler Shapes • Potboiler Patterns

Can be used as solids Can be used as outlines Can be used for clip-masking objects Can be overlapped with each-other Can be overlapped with the images Can be used along side the Brew Crew Can be used as a combination

Samples of these are shown on the next pg.

Brand Imagery How it all comes together!

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Potboiler Visual Guidelines | 2023

Atelier 2332 X Friday Kollective

Potboiler Visual Guidelines | 2023

Tone of Voice Brand Logo

• Wordmark & Minimized Wordmark • Color Variations • Proportions and Padding

Brand Color Palette

• Primary Color Palette • Secondary Color Palette • Usage of Color Palette

Brand Typography

Potboiler Patterns Potboiler has 3 patterns based on different shapes that can be used as shown on next pg.

• Primary Typeface • Secondary Typeface • Type Hierarchy

Brand Assets

• The Brew Crew • How to use the brew crew members • Potboiler Shapes • How to use Potboiler Shapes • Potboiler Patterns

Brand Imagery How it all comes together!

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Potboiler Visual Guidelines | 2023

Tone of Voice Brand Logo

• Wordmark & Minimized Wordmark • Color Variations • Proportions and Padding

Brand Color Palette

• Primary Color Palette • Secondary Color Palette • Usage of Color Palette

Brand Typography

• Primary Typeface • Secondary Typeface • Type Hierarchy

Brand Assets

• The Brew Crew • How to use the brew crew members • Potboiler Shapes • How to use Potboiler Shapes • Potboiler Patterns

Brand Imagery We recommend to maintain the warm and approachable brand image through the imagery as well. Warmer-toned photos with subject in focus are a great way to keep the warmth and endearing factor of the brand intact. We also recommend usage of personal photos of people just having a good time. These will help in keeping the brand fresh and real.

Brand Imagery How it all comes together!

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Potboiler Visual Guidelines | 2023

Tone of Voice Brand Logo

• Wordmark & Minimized Wordmark • Color Variations • Proportions and Padding

Brand Color Palette

• Primary Color Palette • Secondary Color Palette • Usage of Color Palette

Brand Typography

• Primary Typeface • Secondary Typeface • Type Hierarchy

Brand Assets

• The Brew Crew • How to use the brew crew members • Potboiler Shapes • How to use Potboiler Shapes • Potboiler Patterns

Brand Imagery We can also use ‘Brew Crew’ illustrations in a fun way combined with photographs. These examples made by team Potboiler are a great way to retain brand imagery while being playful. We do recommend to use the brew crew illustrations as a secondary element in photographs and focusing on the subject (food/space/people) in the over all photograph.

Brand Imagery How it all comes together!

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Potboiler Visual Guidelines | 2023

Tone of Voice Brand Logo

• Wordmark & Minimized Wordmark • Color Variations • Proportions and Padding

Brand Color Palette

How it all comes together!

Brand Typography

In this section, you will find curated examples of how to use the Potboiler branding into various brand applications.

• Primary Color Palette • Secondary Color Palette • Usage of Color Palette • Primary Typeface • Secondary Typeface • Type Hierarchy

Brand Assets

• The Brew Crew • How to use the brew crew members • Potboiler Shapes • How to use Potboiler Shapes • Potboiler Patterns

Brand Imagery How it all comes together!

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Potboiler Visual Guidelines | 2023

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Potboiler Visual Guidelines | 2023

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Potboiler Visual Guidelines | 2023

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Potboiler Visual Guidelines | 2023

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FIN.