BRAND GUIDELINES
L U R AY P E A N U T C O .
Brand Presentation December 1, 2021
BRAND PRESENTATION
BOLD BRANDS BORN HERE This document contains messaging and logo designs for Luray Peanut Co.. This includes your mission and vision statements, the tone for how Luray Peanut should communicate to the public and our vision for your logo mark. We invite you to absorb this information and provide feedback on each version.
MESSAGING
W H AT W E D O By harvesting the official state snack of South Carolina, Luray Peanut Company champions the agricultural backbone of the South. With a name deriving from the city in which we were born Luray, South Carolina - we take pride in where we're from and honoring the legacy on which we were built. Founded by the Bowers family, current third-generation peanut farmers, Luray Peanut Co. is based around the concepts of innovation, sustainability, and above all - quality. We hope to inspire and make a difference in the next generation, reinforcing the notion that peanuts are more than just a snack.
POSITIONING STATEMENT [INTERNAL MESSAGING]
MESSAGING
MESSAGING
WHY WE EXIST
To educate and facilitate feeding the world in a sustainable and economically viable way.
MISSION STATEMENT
W H AT M A K E S U S D I F F E R E N T Boiled peanuts that taste good and are good for you.
VALUE PROPOSITION
MESSAGING
MESSAGING
W H E R E D O W E WA N T TO G O To inspire a healthier world through a classic American snack.
VISION STATEMENT
this is our vibe
T H E L U R AY P E A N U T C O . B R A N D B O A R D The Luray Peanut Company brand conveys passion, sustainability, and refined southern charm. The company works to redefine how the peanut is presented; communicating its health benefits and correcting its misconceptions. The visuals and content used to represent the brand should also communicate an innate southern hospitality that immediately makes consumers feel warm and welcomed.
MESSAGING
More than just a snack.
BRAND PROMISE To educate people on the many health benefits of peanuts.
C O R E VA L U E S 1. Imagination 2. Passion 3. Friendliness 4. Quality 5. Innovation 6. Sustainability
MESSAGING
TA G L I N E
BRAND PERSONALITY 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 life at Luray Peanut Co.. As a company established in creating quality peanut products and transforming the way people think about peanuts, we want to make sure our brand voice reflects our hard-working attitude, while maintaining that Luray is an authority in its industry. Here are a few adjectives that describe our brand:
…Imaginative …Passionate …Friendly
While our 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, end-users, roles, stakeholders, etc.). Understanding the context will help you adapt the tone of our brand personality as needed.
CHARACTERISTIC
HOW BEST TO ACHIEVE:
Imaginative
We may package boiled peanuts, but our vision is mightier than that! We use innovative and imaginative content because, at the end of the day, we want to inspire a healthier and more sustainable world.
Passionate
We are passionate about educating the world on the many health benefits that peanuts contain; clearing up any misconceptions that people may have about their nutritional value.
Friendly
Bless your heart. We want to communicate a warm, friendly feeling throughout all of our content so that anyone who comes across the Luray brand immediately feels welcomed and at home.
MESSAGING
CAPTURING OUR BRAND PERSONALITY IN WRITING
LOGO
FULL LOGO
LOGO DESIGN
LOGO MARK
LOGO DESIGN
LOGO TYPE
LOGO DESIGN
LOGO This logo option for Luray Peanut Co. is clean, simple and minimal. The combination mark consists of a badge style logo mark indicating the location and a script logo type. The script is friendly, yet sophisticated with a touch of femininity.
LOGO DESIGN
LOGO TWO
LOGO DESIGN
LOGO ONE
LOGO TWO
I N F O R M AT I O N 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.
BRAND GUIDELINES
All content created by Triad Brand Marketing for Luray Peanut Co. ©2021