Bold brands born here.
This document contains the brand messaging and visual communication systems for Luray Peanut Co. This includes all of the elements you may need— logos, typefaces, colors, and more—to create a consistent tone, look, and feel for all materials.
We invite you to absorb this information and reference it often to become an informed keeper of the brand.
For our friends looking for something tasty to add to their health-conscious cabinet, Luray Peanut Co. offers highquality boiled peanuts that deliver superfood nutrition with a unique southern flair, so they can enjoy a snack that supports their healthy lifestyle and makes an impression on their tastebuds.
Luray Peanut Co. is more than just a boiled peanut company. We are on a mission to redefine the meaning of a fun, healthy snack and envision a future where everyone can taste and enjoy this superfood that's homegrown to boot.
A snack so good you'd never know it was a superfood.
To ignite the passion for this mighty tasty American snack on a Global scale.
The Luray Peanut Company brand conveys passion, sustainability, and good ol' Southern fun. We work to redefine how the peanut is presented; communicating its health benefits in an entertaining way and correcting its misconceptions.
The visuals and content used to represent the brand should be lively and communicate southern hospitality with wit and fun that immediately makes consumers want to get to know this brand.
Mighty tasty boiled peanuts you'll go nuts for.
Tasty and convenient superfood snacks from a company that is reigniting the appeal of the boiled peanut.
1. Passion
2. Sustainability
3. Spirit
4. Tradition
5. Charm
Our brand is a reflection of who we are, what we stand for, and how we express ourselves. Our brand voice should come through loud and clear in everything we do—from our website, to our videos, to the copy accompanying our Instagram snapshots of Luray Peanut Co..
As a company dedicated to creating high-quality superfood snacks that transform the way people think about boiled peanuts, we want to make sure our brand voice stands out and reflects our playful personality in a unique way that communicates our mighty mission and vision. A few adjectives to describe our brand are:
...Passionate
...Whimsical
...Spirited
While the brand voice doesn’t change much, the tone we use throughout different types of content must be adapted to the medium (e.g..., blog, video, infographic, etc.), context (e.g., funnel stage, live event, etc.) and intended audiences (e.g., persona, endusers, roles, stakeholders, etc.). Understanding the context will help you adapt the tone of the brand personality as needed.
Passionate
We are passionate about educating the world on the superfood qualities of a boiled peanut, establishing it as an incredible snack on the go, at a game, or just when you have a hankering.
Whimsical Bless your heart! We want to communicate a warm, playful feeling throughout our content so that anyone who comes across the Luray brand immediately feels welcomed and at home.
Spirited
We may package boiled peanuts, but our mission is mightier than that! We are bright, yet bold; communicating those feelings tangibly throughout every aspect of our messaging.
Minimum size
This logo option for Luray Peanut Co. is clean, simple and minimal. The Luray Peanut Co. primary logo is a word mark. It boldly features "Luray" in a friendly, yet sophisticated script that communicates the brand's whimsy with a touch of femininity.
The Primary logo should be used at all time ensuring brand consistency across all communications. It is essential to the success of the brand that the logo always be applied with care and respect in every application according to these guidelines.
Wordmark Logo
For readability, scale needs to have special considerations. Do not reduce these elements below these designated pixel values.
Web 168 pixels
Print 1.75"
Social
Web 72 pixels
Print .75"
The retro fluidity of the script font communicates the playfulness of the brand.
The curving gestures in the logo hint at the female run foundation.
The logo color usage for Luray Peanut Co. is minimal. The full color logo is the preferred version and should be used whenever possible. If using as a overlay on a dark photo or background, use the white version. When absence of color use is requested, choose the single color version.
The peanut badge is a brand asset that is to be used sparingly. It is a complement to the primary logo and tells the story of the brand's heritage. The circular design mimics a locational postmark and the engraved crosshatched illustration speaks to the peanut's deeply-planted Southern roots.
Solid Black Logo
Use on Photos
2-color on dark background
The crosshatch style nods to the Southern roots and beloved tradition of the boiled peanut snack.
The circle badge communicates a postmark, speaking to the location of Luray, SC.
Examples here are depicting typical usage for the lockup stacked logo and simple type on various promotional materials. The badge may be used when we want to display a nostagic use of the logo against a modern item of clothing. We encourage fun usage of logo promo placement.
To preserve the Luray Peanut Co. logo’s integrity, always maintain minimum space around the logo. The importance of whitespace around brand elements and throughout all layouts cannot be overstated. It adds confidence and clarity to the visual messaging. The more white space, the better. These visuals are used to define minimums.
The minimum whitespace around the mark and logo is equivalent to the letter 'a' in the word Luray. A margin of clear space equivalent to this height is drawn around the logo to create the invisible boundary of the area of isolation.
These guidelines help avoid things like altering the logo in any way, causing it to lose its integrity by stretching or presenting it in a way that is not harmonious with the rest of the brand.
To make sure the logo appears as consistent as possible throughout communications, we've identified a number of ways it should never be used. Here are some examples.
A. Do not squeeze or stretch.
B. Do not rearrange or resize the logo elements individually.
C. Do not add shadows or filters to the logo.
D. Do not contain the logo in box when placed on a background image or color.
E. Do not alter the logo colors.
F. Do not replace logo font.
G. Do not add other elements within the clear space allotment.
H. Do not rotate.
I. Do not place borders around logo.
A.
D.
G.
B.
E.
H.
C.
F.
you say ”working for peanuts” like it's a bad thing.
you’ll go for! NUTS
Color is foundational to the visual identity of a brand in all its expressions and executions–logos, packaging, products, environments and all forms of marketing communications.
The Primary Palette helps consumers to quickly identify a brand. These are the core colors of the brand.
The Secondary Palette is used to highlight and complement the primary colors. Use these secondary colors to complement primary colors and break up white space.
The brand palette will cover the majority of your needs. It’s intentionally small in variety so as to not dilute the brand visuals, which adds confusion.
The Luray Peanut Co. font families should be used for all communications, ensuring a consistent look and feel in online and print literature.
EPIDEMIA should be used for all header text or DICO SANS EXTRABOLD where appropriate. DICO TYPEWRITER SLAB is to be used for subhead text or Dico Slab ExtraBold when contrast is needed in packaging and DICO SANS REGULAR should be used for all other copy (body, lists etc).
FENWAY PARK is the accent fonts and is to be used sparingly to covey a punch in the messaging. It represents the playful nature of the brand and is an unexpected pop of fun.
To ensure a consistent look, make sure brand fonts are used in a consistent manner and the weights of the font have been considered, using heavier weights to highlight key messages.
HEADER FONT
ABCDEFGHIJKLMNOPQRSTUVWXYZ
HEADER FONT 2
Dico Sans ExtraBold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwzyz
SUBHEAD FONT 1
Dico Typewriter Slab
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwzyz
SUBHEAD FONT 2
Dico Slab ExtraBold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwzyz
BODY FONT
Dico Sans Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwzyz
ACCENT FONT 2
Fenway Park
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwzyz
you say ”working for peanuts” like its a bad thing.
MIGHTY HIGH IN PROTEIN. EVEN HIGHER IN yum!
Triad Design Group is a creative agency purposely founded to fuse our passion for creative design with our love of innovative marketing while helping organizations generate, energize and re-imagine brand growth. If you should have any questions please feel free to contact us at fanmail@triaddesign.com.
Thank you.
