Crow Gin Brand Book by Apriola Zabrina

Crow Gin

Brand Guidelines

Content 2

01 02 03

The Brand 1.1 Background Story 1.2 Synopsis Story 1.3 The Brand Value 1.4 Mission Statement and Strapline 1.5 Brand Ambitions 1.6 Premium Gin Target Audience 1.7 Standard Gin Target Audience The Identity 2.1 Logo 2.2 Logo Type 2.3 Clear Space 2.4 Logo Size 2.5 Logo Misuse 2.6 Typography Standard Gin 3.1 Standard Gin Label Design 3.2 Label Size Standard Gin 3.3 Positive & Reversed Standard Label 3.4 Colour Palette Standard Gin 3.5 Typography Standard Gin 3.6 Standard Gin Label Application 3.7 Standard Gin Photography Outdoor 3.8 Standard Gin Photography Indoor

04 05

Premium Gin 4.1 Premium Gin Label Design 4.2 Label Size Premium Gin 4.3 Positive & Reversed Premium Label 4.4 Colour Palette Premium Gin 4.5 Typography Premium Gin 4.6 Premium Gin Label Application 4.7 Packaging Design 4.8 Packaging Design Size 4.9 Premium Gin Photography Outdoor 4.10 Premium Gin Photography Indoor Ambient Media 5.1 Poster Design 5.2 Point Of Sales 5.3 Supermarket Shelf 5.4 Social Media 5.5 Public Sales 5.6 Public Campaign 5.7 Stationery Design

01 4

The Brand

1.1 Background Story According to legends, there was once an extremely rare herb, with its healing properties, known only to the tribe called Crow Nation. Located in North America, Montana, they were a nomadic, Indian American tribe who lived as hunter gatherers.They worshipped a bird-like God, who was believed to protect the tribe from danger and death. Americanisation left the people of Crow Nation struggling to adapt to a non-nomadic lifestyle. The changes had a detrimental impact to the tribes, as they were not used to settling in one place for a long time. The American government who neglected and ignored the tribesâ&#x20AC;&#x2122; needs and customs.They were forced to move from their territory and live in reservations. The white man brought the disease to the crow, lacks of proper food and herbs caused many crow nation to fall sick and eventually died. Seeing his tribe fall apart, the son of the Chief decided to quietly sneak into the conquered land and try to find some herbs that can be used for food and medicine. In the middle of the journey, he discovered another rare berry, Juniper, a berry that he has never seen before. When he brought the berries back to his tribe and mixed it with other botanicals, it ended up becoming a cure to all diseases. He brought life back to Crow Nation. The chief â&#x20AC;&#x2122;s sonâ&#x20AC;&#x2122;s act of braveness and kindness lights up the dying spirit of tribal people and inspire them fight for their rights against the Americans.The perseverance of the tribal people made the Americans see how powerful and united these tribes are.They realize that these long battles only result in casualties. After realizing that Crow Nation is not a threat for America, the white men slowly accept the culture and traditions of Crow Nation. Americans finally understand that differences do not bring any harm, instead it is what makes the world more colourful. With the knowledge of herbal medication that they got from the tribes, they can know cure diseases that are still untreatable in America. Slowly but surely, the tribes have gained respect from the Americans as they prove themselves worthy because of their knowledge of herbal medication. As both an apology and to express gratitude to Crow Nation, the Americans gave them back their homeland and made peace with them. To commemorate the peace and equality between the tribes and American soldiers, Crow Nation shares half of their cure to them, which is now known as Crow Gin. 5

1.2 Synopsis Story There was a rare botanical believed to be so powerful owned by Crow Tribes. This botanical was known to cure all diseases during the Americanisation period. It lights up the dying spirit of tribal people who was considered weak and unable to fight for their rights in the eyes of the Americans. The perseverance of the tribal people proved the Americans that they are a powerful and strong tribe. After realizing that Crow Nation is not a threat for America, the white men slowly accepted the culture and traditions of Crow Nation. To commemorate this incident, Crow Nation shared half of its elixir to the Americans. It brought peace and equality between Crow Nation and the American soldiers.

1.3 Brand Value

Until now...

Indigenous Balance Natural Perseverance Intelligence

1.4 Mission Statement and Strapline

The legacy of Native America, taste of peace and equality to embrace the future. Strapline Taste Of Unity

1.5 Brand Ambitions

crow gin ambition s

1.6 Premium Gin Target Audience

CROW GIN PREMIUM

1.7 Standard Gin Target Audience

02 10

The Identity

2.1 Logo

The Crow Gin symbol identifies the background story of the brand where symbolizes the unity between the American and Crow Nation. The shape of the logo is inspired by botanicals that has been found by the chief â&#x20AC;&#x2122;s sonâ&#x20AC;&#x2122;s to lights up the spirit of Crow Nation during Americanisation.

2.2 Logo Type Standard Gin

Premium Gin

2.3 Clear Space

To be most effective, the Crow Gin logo should always be surrounded by the most precose prescribed minimum amount of clear space. This terriroty will set it off distinclty from any other illustrative materials, text, photography and other graphic elemtents.

1/4 X

Crow Gin

1/4 X

2.4 Logo Size In Print Size

2 cm

5 cm

Minimum Size

Optimum Size in A4

2.5 Logo Misuse

Here are the examples of practices and variations to avoid. Design and usage of standards ensure that the Crow Gin logo is easily to recognise however and whatever it is used.

2.6 Typography Primary Font

For the Crow Gin identity, the typeface named Adobe Caslon has been choosen to represent clear, authentic, formal, old, serif typeface that works well within the integrity of the brand.

Adobe Caslon Pro Adobe Caslon Italic Adobe Caslon SemiBold Adobe Caslon SemiBold Italic Adobe Caslon Bold Adobe Caslon Bold Italic

Adobe Caslon Pro ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()”:;’><,.?/+_Adobe Caslon Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()”:;’><,.?/+_Adobe Caslon SemiBold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()”:;’><,.?/+_-

Adobe Caslon SemiBold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()”:;’><,.?/+_Adobe Caslon Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()”:;’><,.?/+_Adobe Caslon Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()”:;’><,.?/+_-

03 18

Standard Gin

3.1 Standard Gin Label Design

Here are the label design for Standard Gin and the label will be printed on white paper material. Front Label

Back Label

1910

There was a rare botanical believed to be so powerful owned by Crow Tribes. This botanical was known to cure all diseases during the Americanisation period. It lights up the dying spirit of tribal people who was considered weak and unable to fight for their rights in the eyes of the Americans. The perseverance of the tribal people proved the Americans that they are a powerful and strong tribe. After realizing that Crow Nation is not a threat for America, the white men slowly accepted the culture and traditions of Crow Nation. To commemorate this incident, Crow Nation shared half of its elixir to the Americans. It brought peace and equality between Crow Nation and the American soldiers.

Crow Gin

CROW TRIBE ELIXIR RECIPE

Until now...

Crafted gin with remarkable quality inspired by the Crow Nation original recipes in 1910, distilled and infused with the finest Yellowtone Valley botanicals to create a gin with true native american drink. PRODUCED BY

London Distillery, United Kingdom

www.crowgin.com PRODUCED BY LONDON DISTILLERY, UNITED KINGDOM

TRUE HANDCRAFTED NATIVE GIN

GINGER GIN

The UK Chief Medical OfďŹ cers recommend adultsdo not regulary drink more than 14 units a week. It safest not to drink alcohol when pregnant. For more facts: www.drinkaware.co.uk

38% ALC

Glass - Bottle Widely recycled

750ML

28 UK Units

1910 CROW GIN

NATIVE

DRY

GIN INFUSED WITH FINEST VALL EY

YELL OW ST ON E

BO TANICALS

Top Label 19

3.2 Label Size Standard Gin 8.8 cm

1910

Crow Gin

8.5 cm

CROW TRIBE ELIXIR RECIPE

London Distillery , United Kingdom

TRUE HANDCRAFTED NATIVE GIN

GINGER GIN

38% ALC 750M L

8 cm

2.5 cm

3.2 Label Size Standard Gin

1910 CROW GIN

NATIVE

DRY

GIN INFUSED WITH FINEST VALL EY

YEL LOWST ONE

BO TANICALS

8.5 cm

1.6 cm

12.3 cm

www.crowgin.com PRODUCED BY LONDON DISTILLERY, UNITED KINGDOM

The UK Chief Medical OfďŹ cers recommend adultsdo not regulary drink more than 14 units a week. It safest not to drink alcohol when pregnant. For more facts: www.drinkaware.co.uk Glass - Bottle Widely recycled

28 UK Units

9 cm 21

3.3 Postive & Reversed Standard Label

1910

Crow Gin

CROW TRIBE ELIXIR RECIPE

Until now...

London Distillery, United Kingdom

www.crowgin.com PRODUCED BY LONDON DISTILLERY, UNITED KINGDOM

TRUE HANDCRAFTED NATIVE GIN

GINGER GIN

The UK Chief Medical OfďŹ cers recommend adultsdo not regulary drink more than 14 units a week. It safest not to drink alcohol when pregnant. For more facts: www.drinkaware.co.uk

38% ALC

Glass - Bottle Widely recycled

750ML

1910 CROW GIN

NATIVE

DRY

GIN INFUSED WITH FINEST VALL EY

YELL OW ST ON E

BO TANICALS

28 UK Units

1910

Crow Gin

CROW TRIBE ELIXIR RECIPE

Until now...

PRODUCED BY

London Distillery, United Kingdom

www.crowgin.com PRODUCED BY LONDON DISTILLERY, UNITED KINGDOM

TRUE HANDCRAFTED NATIVE GIN

GINGER GIN

The UK Chief Medical OfďŹ cers recommend adultsdo not regulary drink more than 14 units a week. It safest not to drink alcohol when pregnant. For more facts: www.drinkaware.co.uk

38% ALC 750ML

Glass - Bottle Widely recycled

28 UK Units

1910 CROW GIN

NATIVE

DRY

GIN INFUSE D WITH FINEST VALL EY

YEL LOWS TO NE

BO TANICALS

3.4 Colour Palette Standard Gin

C:15% M:100% Y:90% K:10% R:190 G:30 B:45 #BE1E2D

C:75% M:68% Y:67% K:90% R:0 G:0 B:0 #000000

C:0% M:0% Y:0% K:0% R:255 G:255 B:255 #FFFFFF

3.5 Typography Standard Gin Adobe Caslon Pro ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()”:;’><,.?/+_-

1910

Crow Gin

CROW TRIBE ELIXIR RECIPE

London Distillery , United Kingdom

TRUE HANDCRAFTED NATIVE GI N

GINGER GIN

38% AL C 750M L

Front Label Design

Avenir Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()”:;’><,.?/+_Avenir Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()”:;’><,.?/+_Avenir Black

1910 CROW GIN

NATIVE

DRY

GIN INFUSED WITH FINEST VALL EY

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()”:;’><,.?/+_Avenir Black Oblique

YEL LOWS TO NE

BO TANICALS

Top Sticker Label

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()”:;’><,.?/+_25

3.5 Typography Standard Gin Avenir Medium

PRODUCED BY LONDON DISTILLERY, UNITED KINGDOM

The UK Chief Medical Ofﬁcers recommend adultsdo not regulary drink more than 14 units a week. It safest not to drink alcohol when pregnant. For more facts: www.drinkaware.co.uk

28 UK Units

Back Label Design

Avenir Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()”:;’><,.?/+_Avenir Black Oblique

www.crowgin.com

Glass - Bottle Widely recycled

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()”:;’><,.?/+_-

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()”:;’><,.?/+_Avenir Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()”:;’><,.?/+_-

3.6 Standard Gin Label Application

Front Side

Back Side

Top label will be put on the cork bottle.

3.7 Standard Gin Photography Outdoor

3.8 Standard Gin Photography Indoor

04 30

Premium Gin

4.1 Premium Gin Label Design

Here is the design for the premium label which will be printed on cream paper material. Front Label

Back Label

Crow Gin

C R OW T R I B E E L I X I R S I N C E 1 9 1 0

Until now...

U N F I LT E R E D - N AT U R A L G I N

www.crowgin.com DISTILLED AND PRODUCED IN VALLEY YELLOWSTONE, MONTANA, USA

TRUE HANDCRAFTED NATIVE GIN BOTTLE NO.

478

BATCH NO.

The UK Chief Medical Officers recommend adultsdo not regulary drink more than 14 units a week. It safest not to drink alcohol when pregnant. For more facts: www.drinkaware.co.uk

Crafted gin with remarkable quality by Crow Tribes in 1910, distilled and bottled in Valley Yellowstone, Montana, America. Infused with the finest Yellowstone botanicals using trafitional techniques from Crow Nation to create a gin with true Native American drink.

52.8% VOL

Glass - Bottle Widely recycled

28 UK Units

750 MLe

C R OW TRIBE ELIXIR S I NC E 1910

SMALL BATCH

GIN

Top Label 31

4.2 Label Size Premium Gin

4.5 cm

Crow Gin

CR OW TRI BE EL IX I R SI NC E 1910 UN FI LT ER ED - NA TU RA L GI N

TRUE HANDCRAFTED NATIVE GIN BOTTLE NO .

47 8

BATCH NO.

Crafted gin with remarkable quality by Crow Tribes in 1910, distilled and bottled in Valley Yellowstone, Montana, America. Infused with the finest Yellowstone botanicals usin g trafitional techniques from Crow Nation to create a gin with true Native American dr ink.

52.8% VOL

750 MLe

10.8 cm

10.6 cm

4.2 Label Size Premium Gin 4.5 cm

CR OW TRIB E EL IX IR SIN CE 1910

6.6 cm

SMALL BATCH

GIN

1.7 cm

There was a rare botanical believed to be so powerful owned by Crow Tribes. This botanical was known to cure all diseases during the Americanisation period. It lights up the dying spirit of tribal people who was considered weak and unable to fight for their rights in the eyes of the Americans. The perseverance of the tribal people proved the Americans that they are a powerful and strong tribe. After realizing that Crow Nation is not a threat for America, the white men slowly accepted the culture and traditions of Crow Nation. To commemorate this incident, Crow Nation shared half of its elixir to the Americans. It brought peace and equa lity between Crow Nation and the American soldiers. Until now...

10.6 cm

www.crowgin.com DISTILLED AND PRODUCED IN VALLEY YELLOWSTONE, MONTANA, USA

28 UK Units

10.8 cm 33

4.3 Positive & Reversed Premium Label

Crow Gin

C R OW T R I B E E L I X I R S I N C E 1 9 1 0

Until now...

U N F I LT E R E D - N AT U R A L G I N

www.crowgin.com DISTILLED AND PRODUCED IN VALLEY YELLOWSTONE, MONTANA, USA

TRUE HANDCRAFTED NATIVE GIN BOTTLE NO.

478

BATCH NO.

The UK Chief Medical Officers recommend adultsdo not regulary drink more than 14 units a week. It safest not to drink alcohol when pregnant. For more facts: www.drinkaware.co.uk

Glass - Bottle Widely recycled

C R OW TRIBE ELIXIR S I NC E 1910

SMALL BATCH

GIN

28 UK Units

Crow Gin

C R OW T R I B E E L I X I R S I N C E 1 9 1 0

Until now...

U N F I LT E R E D - N AT U R A L G I N

www.crowgin.com DISTILLED AND PRODUCED IN VALLEY YELLOWSTONE, MONTANA, USA

TRUE HANDCRAFTED NATIVE GIN BOTTLE NO.

478

BATCH NO.

The UK Chief Medical Officers recommend adultsdo not regulary drink more than 14 units a week. It safest not to drink alcohol when pregnant. For more facts: www.drinkaware.co.uk

Glass - Bottle Widely recycled

28 UK Units

C R OW TRIBE ELIXIR S I NC E 1910

SMALL BATCH

GIN

4.4 Colour Pallette Premium Gin Here are the colour that will be use on the Premium label design to show the exclusivity and show difference between premium and standard gin.

C:20% M:44% Y:100% K:2% R:201 G:145 B:43 #C99128

C:3% M:4% Y:14% K:0% R:245 G:238 B:218 #F5EEDA

C:15% M:100% Y:90% K:10% R:190 G:30 B:45 #BE1E2D

C:75% M:68% Y:67% K:90% R:0 G:0 B:0 #000000

4.5 Typography Premium Gin Adobe Caslon Pro

Crow Gin

CR OW TRI BE ELI XI R SI NC E 1910

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()”:;’><,.?/+_Old Newspaper Types

UN FI LT ER ED - NA TU RA L G IN

TRUE HANDCRAFTED NATIVE GIN BOTTLE NO .

47 8

BATCH NO.

Crafted gin with remarkable quality by Crow Tribes in 1910, distilled and bottled in Valley Yellowstone, Montana, America. Infused with the finest Yellowstone botanicals usin g trafitional techniques from Crow Nation to create a gin with true Native American dr ink.

52.8% VOL

750 MLe

Front Label Design

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()”:;’><,.?/+_Signpainter ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()”:;’><,.?/+_-

CR OW TRIB E EL IX IR SI NC E 1910

SMALL BATCH

GIN

Top Sticker Label

4.5 Typography Premium Gin

Avenir Next Condensed

There was a rare botanical believed to be so powerful owned by Crow Tribes. This botanical was known to cure all diseases during the Americanisation period. It lights up the dying spiri t of tribal people who was considered weak and unable to fight for their rights in the eyes of the Americans. The perseverance of the tribal people proved the Americans that they are a powerful and strong tribe. After realizing that Crow Nation is not a threat for America, the white men slowly accepted the culture and traditions of Crow Nation. To commemorate this incident, Crow Nation shared hal f of its elixir to the Americans. It brought pea ce and equa lity between Crow Nation and the American soldiers. Until now...

www.crowgin.com DISTILLED AND PRODUCED IN VALLEY YELLOWSTONE, MONTANA, USA

The UK Chief Medical Ofﬁcers recommend adultsdo not regulary drink more than 14 units a week. It safest not to drink alcohol when pregnant. For more facts: www.drinkaware.co.uk Glass - Bottle Widely recycled

28 UK Units

Back Label Design

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()”:;’><,.?/+_Old Newspaper Types ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()”:;’><,.?/+_-

4.6 Premium Gin Label Application

Front Label

Back label

Top label will be put on the bottleâ&#x20AC;&#x2122;s cover.To make it as a bottleâ&#x20AC;&#x2122;s seal.

4.7 Packaging Design

Using wooden box for to protect the premium gin. The use of wooden material represent the Americanisation era and the journey of the gin itself. On the box there will be short background story that will be put inside the box with the logo design at the top of the box and the Crow Gin engrave at the side of the box.

4.8 Packaging Design Size

Here is the measurement for the premium packaging to be fitted with the gin bottle.

Inner Side : 210 mm Top & Bottom : 75 mm x 95 mm

m 0m

100 mm

225 mm

4.9 Premium Gin Photography Outdoor

4.10 Premium Gin Photography Indoor

05 44

Ambient Media

5.1 Poster Design

Poster Design that made to complete the brand identity. On the poster, there will be information about the gin and photos to represent background story.

5.2 Point Of Sales As a point of sales, Crow Gin brand use crates to promote the brand in supermarket or shopes to be stand out from other alcohol brand. The crate itself symbolize the journey that the gin went through when itâ&#x20AC;&#x2122;s transported from Crow Nation to America. It shows how Americanisation has helped in bringing Crow Gin to todayâ&#x20AC;&#x2122;s world.

5.3 Supermarket Shelf

This is how the Crow Gin bottle will look on the supermarket shelf. From the ginâ&#x20AC;&#x2122;s colour and the label design, it is clearly attractive and stand out from other brands.The unique label design makes the gin easily to be recognise by the customer and attract customerâ&#x20AC;&#x2122;s attention.

5.4 Social Media Another media that will be use to promote the gin is instagram. The use of instagram as to explain people more about the gin itself; such as the ginâ&#x20AC;&#x2122;s flavours, ingredients and background story

5.5 Public Sales There will be stand display on the street made from crate and wood material as to promote and attract peopleâ&#x20AC;&#x2122;s attention on purchasing the products. The people who sell the gin will use native indian costume to associate with the brand history.

5.6 Public Campaign There will be public campaign to promote the gin around the city. Bus stop poster and magazine campaign are used to be easily to communicate with the public.

5.7 Stationery Design For the business card design, it will use the wood material with the logo engraving on the front of the card. Then for the back side, there will be Crow Gin website and map to show the original place where it is made.

By Apriola Zabrina S 52