Brand Book
HOW TO USE THIS BOOK This book was created to represent not only the brand essence of NRG, but also the origin of its identity. Included in this booklet is the corporate identity for our brand. Discover NRG’s unique branding with our creative brief, guidelines product design and much more. We strive to represent our brand with an edgy, refreshing and clean appearance. Our logo represents our brand, but there is much more to our identity. This book will give you the full-on experience of our company and how we stand apart from competitors. We communicate through the physical taste, smell and product design of our products. We also communicate with a breath-taking and unforgettable first appearance with our distinct advertisements and visual communications. Consumers all over the country accept our instantly recognized brand. It is our responsibility to build a strong brand and we do so by being bold, clear, taking risks, and staying consistent. Turn the page to learn more about NRG and how it’s becoming a rising new company for your everyday energy drinks, and more!
NRG BRAND We all need energy and there are plenty of different products out there that help you gain the physical and mental strength you need on a daily basis. NRG is a vendor of healthy energy drinks and snacks enhanced with the potent herbal blend of Guarana, Ginkgo, Ginseng and Milk Thistle. These herbs are scientifically formulated to provide an incredible energy boost. We want to provide the best choice for those who lead active and exhausting lifestyles–from athletes and teachers, to young professionals.
TASTE. REPLENISH. RENEW.
Our tagline says it all. Once you taste our products, you will be blown away by the NRG Experience with a stimulation of energy, for mental restoration and renewal. Our goal is to provide quick energy boosts that will increase mental well-being, clear thinking and motivation for everyday tasks with all natural ingredients. We are aware that there may not always be enough hours in the day to get the job done. NRG is the top-secret refreshment, go to brand and healthy alternative for obtain the energy you need.
IDENTITY 25. Identity 26. Product Design 28. Business Correspondence 30. Menu 31. Environmental Signage 32. Delivery Truck & Uniform 33. Promotional Items 34. Promotional Advertising 36. Website & Mobile App 37. Social Media
GUIDELINES
WHO WE ARE 11 Who e are 12. What we stand for 14. Mission & value Statement 15. Position statement & Culture
17 Guidelines 18. Brand mark / logo 19. Incorrect usage of logo 20. Color usage 21. Graphics 22. Type 23. Type usage
FUTURE GOALS 39. Goals and customer feedback 40. Company Vision Statement 40. Customer Characteristics & Feedback
NRG Who we are
12
WHO WE ARE > What
We Stand For
NRG is a vendor of energy drinks distributed through supermarkets, liquor stores and specialty dining locations such as coffee and sandwich shops. NRG is a customer-focused, leading edge company that offers a drink that boosts energy levels.
Company Tone / Voice:
Informative. Trustworthy. Fulfilling. Energetic. Shameless. Natural. Expressive. Company Big Idea:
NRG REFRESHES GREATNESS
NRG Mission
WHO WE ARE > Value
NRG Value
14
Statement | Company Culture
NRG makes the world a better place by providing energy drinks to promote clear thinking and healthy living. Our product gives that essential boost of energy you need to do your best. We want to reach the entire community: students, professionals, athletes, fitness enthusiasts, travelers and much more. We care about our customers, your opinion matters.
NRG drinks, enhanced with mind-refreshing herbs, enhance awareness and promote good health. We are the healthy alternative boost with a refreshing burst of flavor. NRG is the vibrant, youthful and energized brand. We inspire those around us with our clean, dynamic design and innovative advertising.
NRG Position NRG Culture
While NRG drinks may cost a bit more than other beverages, our distinct flavor and healthier ingredients make it worth your while. With our brightly colored package design and inspirational quotes, we have something for everyone.
Health. Inspiration. Friendly. Spontaneous. Fun. Innovative. Casual. Enthusiastic.
Positioning Statement | Strategy < WHO WE ARE
15
NRG Guidelines
18
GUIDELINES > Logo
and Correct Usage
Logo Brandmark
Size Logotype
Signature
9px
Tagline
19px
logo without tagline
When creating an identity for NRG, we chose represent the four elements of what we represent; healthy, refreshing, herbal and energizing. Our logo colors represent our primary flavors; Tropical (Pink), Mango (Orange), Citrus (Green).
INCORRECT LOGO USAGE NRG
taste. REPLENISH. RENEW
LOGO DON’TS NO NO NO NO NO
STYLIZING, OUTLINING GRADIENTS UNEQUAL SIZES DROP SHADOWS
ONLY LEGIBLE AND EASY TO READ BACKGROUNDS NO DISTORTING
Improper Logo Usage < GUIDELINES
19
20
GUIDELINES > Color
Usage
COLORS #D52467
PANTONE: 1925 R 213 G 36 B 103 C 12 M 98 Y 39 K 0
#603913
PANTONE: 1925 R 96 G 58 B 23 C 42 M 69 Y 97 K 49
#3AB5A8
PANTONE: 326 R 58 G 181 B 168 C 68 M 0 Y 38 K 3
#8DC63F
PANTONE: 376 R 141 G 198 B 63 C 50 M 0 Y 100 K 0
#F39C43
PANTONE: 151 R 243 G 156 B 67 C 2 M 45 Y 83 K 0
Graphics Pattern
Our Brand Pattern can be used for brand products, marketing material, and other subtle forms of application. It creates a clean look, and enhances brand essence. The pattern can be applied with a grey line stroke on white or white line stroke on 50% NRG color pallet opacity.
GUIDELINES < OUR BRAND
21
22
GUIDELINES > Type
BLACK CAPS ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Changa One ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Lintel ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Type Examples
NRG
ONLY used for NRG logotype
Flavors
UNLY used for headers and titles
Tropical, Citrus and Mango
ONLY Used for body text and captions
Inncorrect Type Usage
NRG
NRG
Flavors
Flavors
NRG
Tropical, Citrus and Mango
Tropical, Citrus and Mango
Tropical, Citrus and Mango
Flavors
Type Usage < GUIDELINES
23
NRG Identity
26
IDENTITY > Product
Have effortless drinking with our easy to use cap. Keep your bottle cap germ free with a tight close for a worry free drinking experience. To open: Grip small tab, peel off, then flip cap open.
Design
BOTTLE LABEL Product Labels < IDENTITY
27
28
IDENTITY > Business
Correspondence
EW
LENISH. REN
taste. REP
NRG Food & Drink
123.456.7890 0987 S. Carriage Rd. turner, Arizona 00000 Contact@nrg.com
NRG FOOD & DRINK 0987 S. NRG Pkwy Power, Arizona 00000 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce aliquam eleifend
side seam fold
Business Correspondence < IDENTITY
29
30
IDENTITY > Promotion
DRINKS
SNACKS Induge with the power of NRG Protein Bars full of nutritious ingredients to keep you refreshed and feeling full.
CHOCOLATE
STRAWBERRY
Rich chocolate-y Energy Drink with a nougat with chocolate succulent burst of chips and crisps to mango flavor add a sweet crunch.
PEANUT BUTTER Energy drink with an amazing punch of tropical fruit flavor
Induge with the power of NRG Protein Bars full of nutritious ingredients to keep you refreshed and feeling full.
Chocolate chip Rick dark chocolate, honey, and crunchy Pretzel
Trail Mix
Oats and honey
Wholesome whole grains, 5 super grains, gluten free Roasted, whole almonds, oats sweetened with honey and sun-dried Cranberries, and toasted coconut flakes.
Energy
Juice
Tea
NRG Citrus
Peach
Green Tea
NRG Mango
apple zinger kiwi strawberry Cranberry Unique fresh flavor of antioxidant
Energy drink packed with rich citrus flavor
Energy Drink with a succulent burst of mango flavor
NRG Tropical
Energy drink with an amazing punch of tropical fruit flavor
Perfect peach flavor, sweet refreshing
Tangy flavor of Kiwi and the sweet taste of ripe red strawberries.
Pomegranate Antioxidant filled with just the right mount of tart and fruity hibiscus.
Revitalizing blend of authentic green tea.
craberries with tart juicy apples and exotic yumberries.
Tangerine orange
Juicy oranges, effervescent tangerines and an irresistible hint of passion fruitwith lively hibiscus
Wall paint color
Lighting
Flooring
3D Ceiling Design
Environmental Signage < IDENTITY
31
32
IDENTITY > Delivery
Truck | Uniforms
Delivery Truck Design
Uniform
Polo worn with jeans
Promotional Items
Promotional Items < IDENTITY
33
34
IDENTITY > Promotional
Advertising
Relax and have a stress-free day.
Exercise
Have a laugh NRG is a vendor of healthy energy drinks and snacks enhanced with the potent herbal blend of Guarana, Ginkgo, Ginseng and Milk Thistle. These herbs are scientifically formulated to provide an incredible energy boost.
There are additional ways to gain energy, and creating habits with these tips can improve your day-to day energy levels. For an example...
Get plenty of SLEEP! NRG provides energy drinks to promote clear thinking and healthy living. Our product gives that essential boost of energy you need to do your best.
Eat Breakfast in the morning, eat healthy and donâ&#x20AC;&#x2122;t skip meals
Take the stairs not the elevator.
Get a daily dose of vitamin C and drink lots of water.
Promotional Advertising < IDENTITY
35
36
IDENTITY > Website
& Phone App
IDENTITY > Graphics
Social Media < IDENTITY
37
NRG
Customer Feedback & Future Goals
40
FUTURE GOALS > Customer
Characteristics
Our Vision: NRG’S VISION IS TO EXPAND INTO AN INTERNATIONAL FRANCHISE. WE WANT TO BUILD COMMUNITY OUTREACH TO ENCOURAGE A TREND FOR HEALTHIER LIVING.
Customer Profile: AGES: 15-60 ALL NATIONALITIES, RACES OCCUPATIONS, LOWER, MIDDLE AND UPPER CLASS
Customer Experience: MIND REFRESHING TASTE. FRESH FLAVOR. ENTICING DESIGN. INTERACTIVE, CONNECTION. CURIOSITY. RESTORATION. INFLUENTIAL.
Customer Feedback: “NRG provided the boost that I needed to finish studying for class!” - College Senior, Fremont, CA. “I always get really drowsy after my morning jog, but NRG’s was my healthy choice and it really got me focused and motivated for my day” - High School Teacher, Orlando, FL. “I’ve drank a lot of different energy drinks in my life time, and NRG has to be my #1 drink. It’s the same energy without the crash! It really brings the power with out the jitters” -Engineer, Chicago, Ill.
Customer Feedback
< FUTURE GOALS
41