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TABLE OF CONTENTS 1 The Brand 1.1 a letter from the creative director 1.2 mission & values 2 Primary Identity Elements 2.1 the log, logotype, & signature 2.2 proper use 2.3 alternate usage 2.4 typography 2.5 color pallete 3 Selected Identity Applications 3.1 business cards & stationary 3.2 ...with grids 3.3 the blue bottle packaging 3.4 the label 3.5 addictional applications 3.6 webpage application 4 Contact Us
A LETTER FROM THE CREATIVE DIRECTOR
Walk into any market these days and you will find walls of shelves holding every kind of drink for you to grab claiming to be better than the one next to it. Kevita’s Live Kombucha should be the beverage people reach for, and this brand manual is designed to help Kevita stand out amongst the others so people do grab it first. Kevita’s fresh look was inspired by the California beaches where these kombucha cultures originated. Both tourists and locals comb the beaches for shells and seaglass. As a beach comber myself, I am always looking for unique colors of seaglass and feel like I found hidden treasure when I find a bright blue piece of seaglass. My hope is to have customers experience that same feeling of finding buried treasure whenever they grab Kevita’s blue bottle off the shelf. They will realize they found a gem once they take their first sip of this handcrafted kombucha. Happy treasure hunting, Charis Pfeil
THE BRAND
OUR STORY & MISSION Kevita’s Live Kombucha cultures were first brewed and shared from a small kitchen in Ojai, California. Our team shared the love and Kevita was born! The mission was clear - provide thirsty health-seeking consumers a delicious re-vitalizing drink. Kevita’s mission is to empower people to take their health and well-being into their own hands by providing innovative products geared to help support immune and digestive health. OUR VALUES Kevita’s values are to provide healthy probiotic-packed drinks that are made with hand-crafted culture, organic fruit, whole plant extracts, and love at the bottom of every bottle. ATTRIBUTES pure energetic healthy handcrafted tasty
PRIMARY IDENTITY ELEMENTS
logo
logotype
LIVE KOMBUCHA
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PROPER USE
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Designers may not alter the color of, stretch, or rotate the logo. The logotype and signature must not appear in any other way then presented on the preceeding page. The logo must never be applied at a size which causes the text to be undreable. The width should be no smaller than 1.25 inches. For any alterations not addressed, please consult with the designer.
minimum of 1.25 inches
ALTERNATE USAGE & TYPOGRAPHY
PRIMARY MARK Kevita’s Live Kombucha logo set in royal blue is the primary use of the identity system. It is strongly reccomended that this version be used whenever reproduction and proper usage allows for it. CMYK specifications are found on the proceeding page. SECENDARY MARK When reproduction restraints don’t allow for the primary log to be used, than the logo may be set in the alternate colors provided on the next page. Primary elements, or approved photographs may be placed within the circle bounding box.
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TYPOGRAPHY Kabel (book)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Avant Garde Gothic (demi)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Avant Garde Gothic (book condensed)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Kohinoor Bangia (bold)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
R =199 G = 230 B = 245
R =243 G = 240 B = 148
C = 18 M=0 Y=0 K=2
C=6 M=0 Y = 53 K=0
R =203 G = 223 B = 125
R = 37 G = 64 B = 143
C = 100 M = 90 Y = 10 K=0
R =73 G = 165 B = 121
C = 65 M=0 Y = 61 K = 16
C = 23 M=0 Y = 66 K=0
THE COLOR This color palette was inspired by the energetic and vibrant colors that are found in nature. The primary color is the royal blue, which should be used for packaging, logo, and other applications. The secondary colors are used only when packaging constraints don’t allow the logo and typography to be white or the primary color. The secondary colors were selected to portray the variety of flavors Kevita comes in (lavender melon, dragonfruit, lemon, tart cherry, pineapple peach...).
COLOR PALETTE
SELECTED IDENTITY APPLICATIONS
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THE BUSINESS CARD & STATIONARY The business cards will be in a square format (5.26in. x 5.26in.) to parrallel the shape of the logo. The wave pattern, which is a primary element, should be used as a water mark on the sides of stationary, envelopes, or other proper usages. Type on the stationary and envelopes should be in royal blue (see color pallete) whenever possible.
THE BUSINESS CARD & STATIONARY
...WITH GRIDLINES
wave pattern watermark is placed on left hand side of envelope, bottom quarter of letterhands, and on the backside of the business card.
5.26in x 5.26in
orange grid lines indicate where text is inlayed
BLUE BOTTLE Inroducing the new look of Kevita Live Kombucha bottles! The glass is bright royal blue to resemble the look and essence of sea glass and to have it stand out amongst the competition. The flavor’s font color and cap color will coordinate and will be determined based on flavor. The wave pattern will wrap around the entire bottle, and the blue bottle has the logo seal on the front.
PACKAGING
color of font is determined by flavor
9.5in x 5.75in
LABEL
organic seal
BLUE BOTTLE Kevita Live Kombucha�s bottle label is designed to wrap around the entire blue bottle. The label is divided into thirds, so that when one rotates the bottle there is a new component to engage in. The label design should always be in white when placed on the blue bottle, disregarding the flavor font color.
intricate grid sysetem
ADDITIONAL APPLICATIONS
WEBPAGE APPLICATION
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HOMEPAGE Kevita’s webpage is vibrant, bold, and energetic by using the colors from the pallete and images portraying the brand attricutes. The logo seal is center and enlarged to be recognized from a farther distance.
CONTACT INFORMATION 2220 Celsius Avenue Suite A Oxnard, CA 93030 888.310.6106 customerservice@kevita.com designed by Charis Pfeil 714.612.7551 charispfeil@gmail.com Art333 | Branding and Identity Programs Courtney Mayer, Professor Charis Pfeil 2016 Printed at Repographics Inner Pages: Stock: 32# Hammermill Text Cover: Stock: 100# Hammermill Cover Saddle-stich