BRAND MANUAL
contents About the brand
2
Logo Options
4
About the logo
6
Brand Identity
8
Colour Pallete
10
Dimensions
12
Logo Size
14
Do’s and Don’t’s
15
Fonts
18
Placement of Brand
19
Competitive Brands
28
thecha ABOUT THE BRAND
Thecha is a Maharastrian restaurant in a surburban locality in Mumbai, selling authentic Marathi Cuisine from all over Maharashtra in one small space. The aim is to tap the Maharashtrian crowd in the city who wish to get a taste of their heritage with every bite. The splash of spices in Marathi cuisine is what attracts customers the most! Kolhapuri or Konkani, the thought itself tantalises our taste buds. The name “THECHA� was chosen, as it is the most famous authentic Marathi cuisine chutney made in every Maharashtrian household. It is the most simple dish to make and, undoubtedly, the spiciest too. The logo majorly comprises of the red chilli, which is the main, and sometimes, the only ingredient used in making Thecha. COME AND SPICE UP YOUR LIFE!
LOGO OPTIONS Out of the many logo options, three logos were finalised to show the essence of Marathi Cuisine and the brand itself. 1. The first logo has the red chilli instead of the “Ty” of thecha. 2. The second logo has a chilli in the shape of Ganpati Ji’s head, before the “Thecha”, where the “Ty” is written in Marathi, while the rest “cw” is written in English giving it a indo-western feel. 3. The third logo chosen has a top view of an okhli for the “Ty” and the rest of it is written in English but in Marathi style. Two red chillis lie on top of this in the form of a Maharashtrian man’s mustache.
ABOUT THE LOGO The chosen logo has three elements in it. 1. The name “THECHA” itself is incorporated in the entire logo. The first half “Ty” is written in Marathi font, while the second half “cw” is written in English but in Marathi style. 2. The “Ty” of “THECHA” is the top view of an okhli used to grind the chillis in for making thecha. This is called a “Thechani” in Marathi, thus giving the logo more impact. 3. The two red chillis placed on top are in the shape of a Maharashtrian man’s mustache. In Marathi culture, a man’s mustache is significant of his manhood, and therefore the chillis are placed in a manner to show the strength of the chillis. Apart from these, the logo is enclosed in a green box to show its exclusivity. Red and green are used since they are the colour of chilli.
brand identity The brand can be identified by just looking at the two red chillis in the logo, therefore making it a brand identity. The brand identity has a specific shape and colour, that is that of two red chillis in the form of a Marathi man’s mustache, giving it that unique authentic Maharashtrian restaurant touch. It is easy to remember and distinct in nature. It can easily be seperated from rest of the logo and used independently, like it has been used in the background. The identity is simple and easy to recreate. The brand identity also implies the spicy flavours of Maharashtrian cuisine which readily tantalizes the taste buds.
C: 69.19 M: 8.29 Y: 100 K: 0.36
R: 90 G: 172 B: 70
C: 56.78 M: 0 Y: 98.18 K: 0
R: 122 G: 194 B: 69
C: 11.08 M: 99.29 Y: 97.91 K: 1.97
R: 211 G: 34 B: 40
colour pallette
Three main colours are used for the making of the logo. The CMYK and RGB values are given. Olive green Hot red Moss green They have been chosen specifically as colours of a chilli. The background colour is kept white to keep the logo clear and visible with no disturbance in the background. No other colour scheme can be used since it may alter the symbolism and the uniqueness of the logo.
2 cm
4 cm
4 cm
8 cm
5 cm
10 cm
The standard size mark would be used on an A5 application such as this.
dIMENSIONS The sizing can be done in order to print it in different sizes on different objects, with different materials. The minimum size for the logo to be reduced to, is shown alongside. It is reduced to 2 cm x 4 cm - length x breadth as the minimum, to be visibly readable. Anything smaller than this would not be readable to the naked eye. This is used as the standard size throughout. Scaling it to twice its size, that is, 4 cm x 8 cm - lenght x breadth will show the difference in scaling from the minimum size. Another variation in size has been given for better understanding. Variations in size can be obtained by increasing the logo proportionately length x breadth.
B D
E
C
A
F
logo size A. The length, or the height, of the logo is shown alongside, which is 4 cm. B. The breadth of the logo is 8 cm. C. The height of both, the English and Marathi letters, is kept the same. D. The width of each letter is kept uniform. E. The width of the two red chillis. F. The height of the red chillis.
do’s and don’t’s 1. Do not stretch the logo out of proportion.
2. Never use the logo without the enclosing box.
do’s and don’t’s 3. Do not alter the size of the “Ty” in thecha or the shape of the vowel.
5. Do not broaden, shorten, or increase the height or width of the chillies or their highlights.
1. Minion Pro (Regular) Thecha
2. samarkhan thecha 3. Verdana Thecha
Fonts Three fonts are used majorly for this brand: 1. Minion Pro (Regular) - For regular texts, menu items. 2. Samarkhan - For highlights and headings. 3. Verdana - For letter heads, invitations and other formal requirements.
Letterhead
Front
Back
envelope Shop no. 5, Galleria, Central Avenue, Hiranandani, Powai, Mumbai -400076 Website : www.thecha.co.in Mob. : 982043556/7738885922
Front
Back
Menu APPETIZERS
MAIN COURSE
MENU
Cover Page
Menu Page
Bill Sr. no.
Food item
Quantity
Cost
visiting card BHAVANA SAWANT Head chef/Co-owner
Address: 205 - B Radiant, Raheja Vihar, Powai, Mumbai - 400072 Mobile : 9820430556
Front
Back
tissue/napkin Napkins
Tissues
tablecloth
paraphernalia
Fancy carry bags
bhavana
T - shirts
packaging
Take - away box
Meal box
Competitive brands
Purnabramha
The Spice Saga
Methkoot
Peshwa
Meena Tai’s
Wah Marathi
bHAVANA SAWANT FASHION COMMUNICATION - 4