Brand Styleguide 2017
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CONTENT
Introduction
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1. Brand Elements -Brand position -Value map -Tone of voice -Colour palette -Typeface -Imagery -Art Direction -Logo
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2. Collaterals -Namecard -Letterhead -Till Receipt
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3. Packaging -Takeaways
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4. Uniform
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5. Website -Web -Mobile
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INTRODUCING
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EAT. was introduced into the local noodles business in 2006 by parent company Fei Siong Group.
eat
EAT. was conceptualised as a one-stop shop where customers could enjoy a wide array of noodles like minced pork noodles with mushroom (bak chor mee), congee and finger foods together with drinks. EAT. offers local traditional food with a taste of nostalgia at reasonable price in a comfortable and cosy setting thereby greatly enhancing your dining experience.
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“A taste of nostalgia.”
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1brand elements
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1.1Brand Positioning EAT. is mainly targetted at the mass crowd in suburban malls and city centre. We cater to people who are on a budget and still want to enjoy the taste of Singapore. With 22 outlets available islandwide and a wide range of menu items consisting of noodles, congee and finger foods, EAT.’s mission is to bring convinience to customers.
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Gains
Customer Jobs
comfort
1.2value map
“a taste of nostalgia�
decide what to eat
convenience
travel
Pains dining on a budget
crowded
Gain Creator cosy dining setting
offers traditional foods fast service
Pain Reliever affordable prices
Products & Services
24 different menu items 22 outlets islandwide
takeaway available
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1.3TONE OF VOICE Friendly and Caring Communicate as if the customer is a friend. However, do not be too casual and disrespectful. Customers must feel welcomed every time they visit EAT. Be polite. Say “Please” and “Thank you”. Nurture the customers to gain loyalty. The tone of voice used towards the customers is important to support the brand’s image.
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1.4COLOUR PALETTE Orange and Black Orange conveys friendliness and give an approachable and welcoming feel to the brand. Black represents the classic nostalgic feel to the brand.
PANTONE Orange 021 XGC
PANTONE Black C
Color values:
Color values:
RGB: 249 87 0 HEX/HTML: F95700 CMYK/OGV: 0 27 0 0 / 100 0 0
RGB: 45 41 38 HEX/HTML: 2D2926 CMYK: 63 62 59 94
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1.5TYPEFACE Primary typefaceSource Serif Pro. The primary font is mainly to be used for body text and web. The point size must be eligible with minimum of 7pt.
Secondary typefaceBebas Neue. The secondary type face is the logo’s typeface and mainly used for titles.
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Source Serif Pro Regular THE QUICK FOX JUMPS OVER A BROWN DOG. the quick fox jumps over a brown dog. 1234567890-=_+[]{}\|;:’”,.<>/?~` Source Serif Pro Black THE QUICK FOX JUMPS OVER A BROWN DOG. the quick fox jumps over a brown dog. 1234567890-=_+[]{}\|;:’”,.<>/?~`
Bebas Neue The quick fox jumps over a brown dog. 1234567890-=_+[]{}\|;:’”,.<>/?~` Example of use:
Header: Bebas Neue 24pt Sub Header: Source Serif Pro Black 14pt Body text: Source Serif Pro Regular 12pt
Name: Bebas Neue 14pt
Position: Source Serif Pro Black 10pt Contact details: Source Serif Pro Regular 7pt
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1.6IMAGERY The imagery of EAT. must have the sense of nostalgia. Choose pictures that would strike reminisce. Rustic textures can be used with a light hue.
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1.7LOGO Our logo is our smile â&#x20AC;&#x201D; it is our identity, so please use it nicely.
Preferred Logo
These versions are acceptable. Use the alterative logos only when the background is not contrasting to the logo.
Alternative Logos
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Meaning of the EAT. Logo The EAT. logo portrays a smile and the bottom elements depicts a pot. The logo focuses on the letters E, A & T above the pot representing how we would put our attention to the content of the food we serve and ensuring a smile on peopleâ&#x20AC;&#x2122;s faces.
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Logo Spacing The fullstop (.) in the EAT. logo is the unit used to measure the perimeter of the logoâ&#x20AC;&#x2122;s clearspace. It is used twice to ensure better spacing. The minimum size of the EAT. logo should be represented in 21.5mm wide.
21.5mm
20mm
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Backgrounds Contrasting backgrounds can be used under the logo. It is recommended to use an orange background under the black logo and a black background under the orange logo.
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Misuse of EAT. logo These are the incorrect uses of the logo. Please do not use the logo in these manner.
1. Changing the logo to white over a black or dark background. 2. Low contrast of background. 3. Changing the colour of the logo. 4. Busy line art in the background. 5. Rotating the background. 6. Stretching the logo.
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2collaterals
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Company Namecard The company namecard should be 85mm x 55mm in an off white colour printed on a textured paper. All the details are on the front, together with the EAT. logo on the top right corner. The back remains blank for any notes to be written. 23
Letterhead The letterhead consist of the logo on the top center and the slogan â&#x20AC;&#x153;A taste of nostalgia and the contact details on the bottom. Orange dividers are used for separation.
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Till Receipt The till receipt design consist of the EAT. logo on the top and a divider and the slogan â&#x20AC;&#x153;A taste of nostalgiaâ&#x20AC;? at the bottom.
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3PACKAGING
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Sustainable Takeaways The packaging for takeaways are orange with black lids as corespond to the primary colour palette of the brand identity. The material of the packaging are biodegradable paper and recycled plastic lids for sustainable use. 27
5UNIFORM
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Staff Uniform EAT. employees should wear this uniform while working. The uniform top is to be paired with dark coloured long pants and covered shoes.
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6website
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EAT. Website - eat.com.sg The EAT. website design consist of the corperate colours and nostalgic imagery. The website covers the history, the menu, the outlet locations and contact details. The interface design ensures easy navigation for everyone to browse. 32
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Contact Info Address: Fei Siong Group 6 Clementi Loop, Level 4 Singapore 129814 Phone:
(65) 6779 8980
Fax:
(65) 6875 0332
Email:
info@feisionggroup.com.sg
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