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Contents 01 Brand Story Logo Mark Brand Attributes
Monogram Logotype Logo Lock Down Logo Misuse
02 Typeface Brand elements Color Palette
Imagery Style Image Treatment
03 Overview Business Card Stationery Letterhead + Envelope
04 Packaging + Merchandise
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Wax Seal Name Badge Receipt Holder Stickers
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Carton box Tote Bag Tags Dispenser Cloche Scent Test Strips Fabric Lab Coat + Apron
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05 Store Exterior Environment Store Interior 06 Digital components
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Smart Phone App Website
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1. Laundry detergent doesn’t have to be chemical based, it can be natural, Biodegradable and ecological. 2.Laundry Detergent can be customizable, personalized and unique. 3. Your customized scent can become part of your personal brand. 4. Your customized scent triggers and evokes your favorite memory, providing you with emotional happiness. 5.Laundry Detergent do not have to be sold in supermarkets. we will create a detergent lab to make customized formulas for people and companies. 6
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THE MARK Brand Story Brand Attributes Monogram Logotype Logo Lock Down Logo Misuse
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Brand Story Memorie LabTM is a customizable laundry detergent brand that allows you to create their own unique detergent via a system we have designed. This system will be based on scientific research in relation between scent, memory and emotion. We will translate this complex information into a simpler visual system for you to use. You can come to our store/lab to experience the scent in an emotional way, and then customize the scent into a personalized version that belongs only to you. Because we believe environmental responsibility lies with every business, we will pledge 10% of each purchase to help clean our oceans of non-biodegradable waste. When you first come and visit our local store/lab, we will have assistant consultants to help guide you in creating your own unique scent based on a memory or a story you share with us. The lab is located in Silver Lake, California, and we encourage everyone to visit the store/lab to get a professional scent consultancy. Each customizable detergent will have its own code and name. You can register an account on our website, which contains all your information and a list of your purchased items. You can then simply log-on to the website and order a refill package with just one click. We will then process and deliver the refill package straight to your doorstep within 3-5 business days.
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PURE CLEAN CLASSY NATURAL REFRESHING PERSONALIZED ECOLOGICAL MEDITATIVE SENTIMENTAL MAJESTIC ELEGANT GRACEFUL TRANQUIL
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MONOGRAM
LOGOTYPE
Transformed from Memorie Lab’s primary typeface – Q STENCIL, Use of initial letter M & L and adding a drip to become part of the M.
Type choice based on the attributes “ classy & elegent.” The stencil effect mimics “memories,” fading in and out but never solid.
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LOGO LOCK DOWN
LOGO MISUSE
Memorie Lab Logo mostly used as white on white, with deboss and emboss effects. Sometimes it can be used with black on white. Logo must only used with the Memorie Lab color palette. There are several ways of misusing the logo.
Memorie Lab Logo mostly used as white on white, with deboss and emboss effects. Sometimes it can be used with black on white. Logo must only used with the Memorie Lab color palette. There are several ways of misusing the logo.
MEMORIE LAB
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MEMORIE LAB
Memorie lab
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TYPOGRAPHY
Q Stencil Primary Font
Slogan / Direct dialogue
Antro Vectra ANTRO VECTRA 12PT:
Q STENCIL 12PT: ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Making Scents of You
Q 12PT: ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Body Texts ARCHITYPE RENNER
Secondary Font
Amatic SC AMATIC SC12PT:
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 18
The geometry of Paul Renner’s sans letterforms was tempered by optical correction to follow earlier typeface proportions, with capitals close to old-style forms, yet still retaining the spirit of the New Typography. His early experimental characters were included as alternatives in the sans which was to become the Futura released by Bauer in 1927–30. Unusually, old style figures also appeared in his early versions but they too were soon discarded. Foundry Architype Renner as a new four weight family has been developed from the original Renner Regular and Bold, created by The Foundry for the first Architype Collections in the early 1990s. This new family features the old style figures and the experimental elements.
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COLOR PALATE
PANTONE 532 C 1c1f2a 28,31,42 81,73,56,68
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PANTONE 7541 C d8dfe1 216,223,225 14,7,8,0
PANTONE 7543 C 97a3ae 151,163,174 44,29,25,0
PANTONE 7653 C 968694 150,134,148 44,46,31,2
PANTONE 435 C bfb2b6 191,178,782 25,27,22,0
PANTONE 434 C cfc4c5 207,196,197 18,20,17,0
PANTONE 5315 C d8d6df 216,224,223 14,12,6,0
PANTONE 5245 dbcdd2 219,205,210 12,18,10
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IMAGERY STYLE
IMAGE TREATMENT
Memorie Lab keeps an image style that is simple and minimal. The colors in image choices should be as close as possible to the color palette.
If the original images fit the imagery style but the color is off, adjust it to fit our brand identity.
Step1 Choose an image.
Step2 Lower the saturation Adjust the exposure & contrast
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Step3 Adjust the temperature to a cooler tone.
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BRAND ELEMENTS Typeface Color Palette Imagery Style Image Treatment
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BUSINESS CARD White on white minimalist style. The slogan is the primary element on the front, with personal information on the right side and email and phone number on the left side. Company name, address and website is located on the back.
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LETTERHEAD ENVE LOPE
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WAX SEAL
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NAME BADGE
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RECEIPT HOLDER Because we believe environmental responsibility lies with every business, we will pledge 10% of each purchase to help clean our oceans of non-biodegradable waste.
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STICKERS
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PACKAGING Cloche Dispenser Carton Box Fabric
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CARTON BOX Because Memorie Lab promotes an ecological life style, the use of plastic is strictly forbidden. Instead, our detergent packaging is made with carton boxes that come in two sizes. 1 gallon home size and 32 ounce traveling pack.
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The bags we use are made of fabric, helping to even cut down on the use of paper.
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Each unique personalized detergent will have a tag which indicates which source scents our consultants picked for you, the name of your detergent and a unique certification code.
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DISPENSER We also provide a glass dispenser which you can purchase for use with your customized detergent.
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CLOCHE At the store, all source scents* will be placed in cloches for customers to sample during the consulting process. *Source scents are the original core scents our scientists invented to help guide consultants and customers in the creation of their own unique detergent.
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SCENT TESTING STRIPS
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FABRIC Tote bags and handkerchiefs are complimentary for customers who purchase our products.
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LAB COAT APRON
Our consultants dress in white aprons and lab coats.
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THE LAB Store Exterior Store Interior
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EXTERIOR The flagship store is located in Silver Lake, California. Silver Lake is known as one of “the city’s hippest neighborhoods,” with many bars, nightclubs and restaurants.
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EXTERIOR The flagship store is located in Silver Lake, California. Silver Lake is known as one of “the city’s hippest neighborhoods,” with many bars, nightclubs and restaurants.
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INTERIOR
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INTERIOR
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INTERIOR
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DIGITAL COMPONENTS Smart Phone App Website
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APP
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WEB - HOMEPAGE
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WEB - SOURCE SCENTS
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