Enwistle’s Brand Concept
Overall Concept
Overall Concept Entwistle’s of Lancashire, is a brand that exemplifies premium, indulgent products; whilst adhering to its honest values. The name derives from the family run routes in which the brand has evolved from, taking the name from the family that are at the helm of Cherrytree bakery. The use of a individual name, rather than a business persona, allows a more personal feel when conducting business with b2b clients as well as the public. The introduction of ‘Lancashire’ gives a local feel to the endeavour, the name reminds clients of the local industry they are buying into, whilst operating on a national scale.
Logo
Logo
Visual Device
Visual Device
Word-mark
Wordmark The logo is a visual representation of the brand overall values. The visual device element of the logo depicts three strands of wheat, a depiction of the three members of the Entwistle family that are currently involved in the business directly. Wheat was chosen as the symbol to be illustrated, as it is key in the production of flour, which is essential in the baking process. It was also selected because of its distinctive visual structure, keeping it relevant and accessible to consumer that the brand is involved in the baking industry. Because of the strong visual presence of the visual device it can be used solely without the word-mark where appropriate, as can be seen within the packaging section.
Colour Scheme
Entwistle Grey
Red
Green
Yellow
This colour is used within the logo. This is also to be used on any type that is contained within a light background.
This colour is to be used as an overlay, on top of the product images, this can also be seen in elements of the website and the business cards.
This colour is to be used as an overlay, on top of the product images, this can also be seen in elements of the website and the business cards.
This colour is to be used as an overlay, on top of the product images, this can also be seen in elements of the website and the business cards.
Hex: f08786
Hex: 199354
Hex: ffe406
R: 240 G: 135 B: 134
R: 25 G: 147 B: 84
R: 225 G: 228 B: 6
C: 0 Y: 59 M: 38 K: 0
C: 82 Y: 16 M: 83 K: 2
C: 3 Y: 5 M: 91 K: 0
Hex: 7f7974 R: 127 G: 121 B: 116 C: 47 Y: 41 M: 43 K: 25
Colour Selection The colours that have further been used throughout the brand identity are solely kept to warm neutrals, to represent the traditional and artisan methods of the brand, whilst retaining a sense of sophistication and premium quality. Within the promotional materials pops of colours are used alongside these neutral hues to introduce a sense of modernity, these are taken from the Lancashire flag. The colours have been sampled from the flag as it retains a visual representation of the location the brand was built in, again giving a visual reminder to clients of the community they are investing into through purchasing Entwistle products.
Brand Typefaces
Poiret One Point
Poiret one point has been used for the main logotype because of its elegant and sophisticated nature. The thin and large height of the type allows for a minimal feel for the logo, giving a premium appearance to the overall brand.
Baskerville
Baskerville was selected to make a representation of the heritage that is involved with the brand, both the artisan processes that occur in the making of the goods. Also, the family roots in which the brand was built upon, creating a staple in the industries development, as will this brand.
Europa Regular
Europa has been used to be used as a body text this is to be used in the main text of letters, official documents and the website. The simplicity of the typeface compliments the simplistic nature of the logotype, whilst its san serif modern nature reaffirms the modern style of the colour pops used elsewhere in the elements that this type is evident.
Website Products Page
Banana & Pecan Loaf
Cherry & Almond Muffin
The website integrates a neutral flecked background, visually incorporating the traditional making methods of paper, resembling the artisan methods included in the production of the merchandise. The colours from the Lancashire flag have been used as bright pops influencing the modern twist of the indulgent product. In order to keep continuity to the product range no matter of their appearance they are all in grey scale, not only keeping the product the key theme of the page but allowing for both the traditional and modern elements work harmoniously.
Website History Page
Our Story Page Any informative factors of the website include an image, featured from the gallery section of the current Cherrytree website, in the background; once again re-exemplifying the personal touch to the premium brand. These images have been edited removing all colour keeping the focus on the brand’s identity, whilst giving a warm personal insight into the brands process.
Individual Sales Packaging
Muffin Consumer Packaging
Loaf Consumer Packaging
Colours have been taken from the product page of the website matching that particular product’s colour, tvhis is to in keep with brand continuity. The individual consumer packaging also sees the introduction of the sole visual device.
B2B Packaging
B2B Shipment Packaging This is a visual representation of how B2B shipments would be packaged. Taking away the use of the colour that is seen in both the website, and the individually packaged items, means that the ink cost is low. The brand is clear from both large sides of the box being printed with the entire logo. Yet the sides remain relevant through the use of the visual device, which is found on each element of the brand.
Social Media Campaign
Social Media Campaign The social media campaign ties in with the rest of the brand direction. The copy used within the campaign would play on the idea of Lancashire slang, again taking the brand back to its roots, using the dialect of its base. This will be seen by local individual consumers and also larger industry clients, both of which supporting a home rooted company inputting into the local industry.
Product Images
Mini Bites
Muffins
Sticky Toffee Pudding
Imagery of the products are always separate from any background, and in a grey-scale format allowing for the input of both the neutral, traditional upmarket background; alongside the flood of modern colour representing the brands home, to come through.
Brand Imagery
Background Images
Staff Images
Non-product Imagery Imagery that is not directly related to singular products are to be used in the following format. Due to the stylisation of the images they can be used as backgrounds in a presentation deck, websites, and any other format that is needed to show the ethos of the brand. The logo can be used as such over the images, remaining prominent whilst not overbearing the image itself.
Use of logo over image
Business Cards
Business Cards Business cards are an important part of the brand, the card feature the texture neutral background of the website and the packaging; again, continuing the brand identity throughout all aspects. Both type and colour follow in the same manner. The cards are side printed meaning a random selection between the three other brand colours, giving that bright memorable spark the brand requires whilst remaining professional.
Letter Head
Letter Head Finally, for official business communications, the letterhead that has been designed remains official and simplistic; leaving the content to lead the page. Yet incorporates each of the brand values of a family run, premium brand. Accents of the typefaces used elsewhere in the designs tie the documentation into an identity that is distinctive to Entwistle’s of Lancashire.