Brand Guidelines
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3 About Us ................................................................................................................................................................ 5 Our Mission, Vision, and Values ..................................................................................................................... 6 Voice & Tone ....................................................................................................................................................... 7 Target Audience ................................................................................................................................................... 9 Logo & Logomark 11 Do Not ....................................................................................................................................................................14 Colour Palette 16 Typography ........................................................................................................................................................... 17 Photography ..........................................................................................................................................................18 Icons & Motifs ..................................................................................................................................................... 20 Packaging .............................................................................................................................................................. 23 Social Media......................................................................................................................................................... 24 About Us ................................................................................................................................................................... 4 Branding 10 Promotional Materials ......................................................................................................................................... 22 Contents
About Us
About Us
Woven Home is a luxury home decor boutique and creative studio in Guelph, Ontario. In addition to our ready made decor, we offer high-quality yarn and supplies, and a variety of woven and fiber arts classes that cater to all skill levels. We strive to build a strong sense of community by offering both in-person and online classes. At Woven Home, we are dedicated to inspiring creativity and enhancing the beauty of your living space.
Woven Home opened in March of 2023 in Guelph, Ontario after the merging of two local businesses, Rug and Weave and Woolwich Fine Yarns. We honour our past by incorporating the creativity and craftiness of Woolwich Fine Yarns and the love for beautiful home decor of Rug and Weave. We believe that coming together has made us stronger, and we hope to inspire locals to explore new creative avenues; whether it be through woven arts, or interior decoration.
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Our Mission
To provide high quality home decor and woven craft supplies to Guelph locals, while encouraging creativity and establishing a sense of community through in-person and online classes.
Our Vision
To be the leading luxury home decor and woven craft supplier in Guelph, Ontario.
Our Values
• Creativity
• Inspiration
• Community
• Quality
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Voice & Tone
Voice
At Woven Home, we believe that everyone deserves a beautiful home that reflects their unique style and personality. We want our classes to be welcoming to everyone regardless of skill level or experience. Our brand is upbeat and positive, focusing on the joy and pride of creating something with your own hands. We want our customers to feel inspired and motivated to try new creative endeavours.
Tone
Approachable, Informative, Collaborative, Upbeat, Sophisticated
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Target Audience
Young adults aged 20-35 who are creative, looking to learn a new skill, or perhaps furnishing their new living spaces. They enjoy do-it-yourself activities, and are particularly interested in fiber arts. They earn a mid to high income, which allows them to invest in quality products and experiences.
Adults aged 45-65 who are creative and take pride in their work. They value a sense of community and enjoy taking lessons in person, as it provides them with an opportunity to connect with like-minded individuals. They are searching for a place to purchase high-quality materials for their woven projects.
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Age: 35
Occupation: Lawyer
Location: Guelph, Ontario
Georgia has recently turned 35 and landed her dream job, after much searching. She can now afford to decorate her home the way she wants to, and has decided to make as many items as possible.
Age: 65 & 66
Occupation: Retired
Location: Guelph, Ontario
Retirement age 65+, Barb and Jim are looking to meet new people and make some new changes to their home decor.
Age: 23
Occupation: Student
Location: Waterloo, Ontario
Stacy is celebrating a birthday and wants to invite her friends for a unique experience. She wants to come to Woven Home so that her guests can have something to take home with them.
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Georgia Smith
Barb and Jim Wright
Stacy Jones
Branding
Logo & Logomark
Our logo uses a cursive typeface to elicit a feeling of elegance in addition to replicating the flowing motion of a needle and thread. The “H” itself is composed of a needle and thread to demonstrate the handmade element of Woven Home.
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Clear Space
There must be a clear space around our logo. At all times, there must be an empty space the size of the lowercase “m” from our wordmark.
Minimum Size
For clarity, our logomark must not be smaller than 1.5 inches.
1.5 “
1.5 “
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Do Not
To assure a consistent brand image, several rules have been created. When using our logomark, you may not...
Distort the Logomark
Resize Elements of the Logomark
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Use Non-Brand Colours Apply Effects to the Logomark
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Rotate the Logomark
Apply a Stroke to the Logomark
Colour Palette
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234, 192, 160
26, 37, 0
#eac0a0
173, 102, 73
26, 65, 75, 11
#ad6649
85, 94, 103 CMYK 68, 55, 47, 22
#555e67
50, 73, 71
77, 54, 61, 42
#324947 Clay Vase Afternoon Haze Gloomy Storm Garden Air
RGB
CMYK 7,
HEX
RGB
CMYK
HEX
RGB
HEX
RGB
CMYK
HEX
Typography Aa Minerva Modern Aa Mina Regular
Primary typeface. Used for body copy, titles, and sub-titles.
Secondary typeface. Used for display text and in our wordmark and logomark.
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Photography
Our photography is clean and bright. It showcases our products in a living space, or in use. The imagery should feel candid, and incorporate our brand colours. The overall aesthetic for our photography is classy, stylish, and pleasing.
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Icons and Motifs
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Promotional Materials
Packaging
To assure a consistent brand image, all of our packaging must include our Wordmark and our Logomark. Furthermore, all packaging must be our “Garden Air” green with “Clay Vase” beige assets overlaid.
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Social Media
We currently have a social media presence on Instagram, Facebook, and Pinterest. In order to keep a unified visual image, all platforms use the same profile picture.
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