Brand Identity Guidelines 2019
opening | 1
table of contents
introduction
logo + tagline
packaging
contact
1
2
18
20
color palettes
7 typography
10 elements
14
table of contents | 2
about the brand Fruz began with the thought that bath time could never be too fun, and formed with the idea that fresh and fruity is the best way to achieve that! Fruz bath bombs are made from fruits to give each bomb a natural explosion of color. Many alternatives rely on dyes and artificial means to get their bath bombs to erupt with vibrant color, but here at Fruz, we let the fruit do the talking! Fruz was designed with sensitive skin in mind, and as its made from fruit, these fizzy fun times are Ideal for sensitive noses and delicate skin.
introduction | 3
logo + tagline This is the Fruz logo; it includes the name of the brand, all brand colors and circular brand elements to tie in the bubbly idea of bath time and the citrus used in every Fruz bath bomb. The tagline color changes depending on the product scent, as shown on the following page. logo | 4
32px
32px
32px
32px
color variations
spacing
For different scent/citrus options the tagline color can be alternated between the colors lime & dine, orange kiss and la la lemon. The only color variations that should be applied to the logo are the tagline when applicable.
There should always be a minimum of 32px worth of empty or white space surrounding the logo no matter what the application is. This applies to the main logo, logo with tagline and vertical logo. In the case of the logo with tagline, 32px should be measured from the end of the tagline. logo | 5
DO: use vertical logo when required
DO: use approved colors in logos DO: use appropriate spacing
DO: use white alternative on darker backgrounds
do’s These are all the permitted ways to configure the logo; be sure to follow these rules to ensure the brand is consistent. logo - do’s | 6
DO NOT: use 100% black for any brand elements, logo or otherwise
DO NOT: use monochromatic coloring unless white for visibility
DO NOT: remove elements from logo
DO NOT: use non-brand colors
DO NOT: convert logo to outlines
DO NOT: distort the logo in any way
don’ts Here’s the deal: just don’t do these things. It’s better that way. logo - don’ts | 7
squeaky clean
lime & dine
orange kiss
la la lemon
hex: #afbee2
hex: #a0d654
hex: #ff9f2c
hex: #ffe02c
cmyk: 30 19 0 0
cmyk: 41 0 86 0
cmyk: 0 44 91 0
cmyk: 2 8 92 0
rgb: 175 190 226
rgb: 160 214 84
rgb: 255 159 44
rgb: 255 224 44
pantone: 7444 c
pantone: 375 c
pantone: 1375 c
pantone: 109 c
primary colors These are the primary colors associated with the Fruz brand. The color “squeaky clean� was chosen for its spa-like feeling, while the following colors were selected to replicate the fresh colors that represent the citrus used in each Fruz bath bomb. colors - primary | 8
bubble trouble
pick me
summer love
golden hour
hex: #b2b2b2
hex: #71a341
hex: #f27f21
hex: #f0c31a
cmyk: 31 24 25 0
cmyk: 62 17 100 2
cmyk: 1 62 100 0
cmyk: 6 22 100 0
rgb: 178 178 178
rgb: 112 162 65
rgb: 242 127 33
rgb: 240 195 26
pantone: cool gray 5c
pantone: 7737 c
pantone: 151 c
pantone: 1225 c
secondary colors These are the secondary colors associated with the Fruz brand. The colors were chosen to compliment the main colors of the brand and also to add some depth to all illustrations added to compositions.
sweet pea
peach perfect
rise & shine
hex: #d6e592
hex: #fdc789
hex: #fdee88
cmyk: 18 0 55 0
cmyk: 0 24 51 0
cmyk: 2 2 58 0
rgb: 214 229 146
rgb: 253 199 137
rgb: 253 238 136
pantone: 372 c
pantone: 156 c
pantone: 127 c colors - secondary | 9
DO NOT: substitute primary colors of the logo unless for visibility
DO NOT: mix and match colors in the “fruz” text
DO NOT: use shade “squeaky clean” in the tagline
color don’ts Avoid doing these things when it comes to color. We want to keep the brand as consistent as possible! color - don’ts | 10
proxima nova is the main font for the brand. light is the recommended weight,
but we don’t mind if you want to add some oomf. we recommend medium at the thickest.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
typography Main body copy and most headers should be done in the font “Proxima Nova”, while “Eldwin Script” should be used sparingly for emphasis in headings on printed media and advertisements. typography | 11
eldwin script is very elaborate. use it only when legible and fitting. heavy is the recommended weight.
thin is okay too! be conscious of the heirarchy when making the decision to use the thin weight.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Aa Hh Nn Uu
Bb Cc Dd Ee Ff Gg Ii Jj Kk Ll Mm Oo Pp Qq Rr Ss Tt Vv Ww Xx Yy Zz
typography Like we mentioned, “Eldwin Script” is a little much. Try to use it as sparingly as possible to avoid making things illegible. It’s meant to be a fun font to break up the modern look of “Proxima Nova”. Feel free to spice it up with some color as well! typography | 12
this is a heading
this is a heading
this is a heading
this is a subheading for emphasis
this is a subheading for emphasis
this is the body copy
this is the body copy
justify paragraphs left
space between elements
Paragraphs written on packages, short blurbs for advertisements and all quotes, information or otherwise should be justified left. Rule of thumb is if it takes more than 4 seconds to read, justify it left! This makes lining elements up cleaner and more modern, which is half of the brand in a nutshell.
There should always be a minimum of 32px worth of space between elements such as the header and the body copy. Space between the header and the subheader can be minimum 18px. Use careful consideration when deciding on values larger than the recommended pixel count.
this is a subheading for emphasis this is the body copy
32px
lowercase headings The only things that should be capitalized when concerning the brand are body text elements such as paragraphs and articles. Aside from these things, text elements will be lowercase.
do’s These are the general configurations and rules of the type choices. Follow these and you’ll be golden. typography - do’s | 13
this not good
this not good
don’t do this for any reason
don’t do this for any reason
seriously, we mean it
seriously, we mean it
do not color body copy
do not track letters
Body copy should never be any colors besides “Bubble Trouble”, or white when presented on a darker background color. Headings and subheadings are permitted to be any color seen in the official brand colors section, but colors should be paired with careful consideration.
Tr a c k i n g s h o u l d b e l e f t o n t h e d e f a u l t setting for the font. Any tracking past 0 is considered too much.
don’ts Avoid these typography mistakes to keep from cluttering the type or leading to illegibility.
this not good
don’t do this for any reason seriously, we mean it
do not challenge sizes Do not scale the body text to be the same size or bigger than headings and subheadings. Keep the heirarchy to leave important bits emphasized. typography - don’ts | 14
Lines are a good, simple element introduced into the brand through packaging and advertisement.
Fruity patterns like these are used in packaging. Citrus pattern should correspond with the scent of the bath bomb.
Circular elements are used within the brand to replicate the idea of soap bubbles and the fruits used in each bath bomb.
elements These are the elements used throughout the branding for the Fruz name. Use these design elements in the approved fashions in order to further the consistency and brand vision as needed. design elements | 15
photography Photography choices should further the idea of fun and should introduce whimsy to the composition. Solid colors with fruit imagery is the fool proof way to promote the aesthetic of the brand. photography | 16
DO NOT: use photography with people featured
DO NOT: use “appetizing” photography - fruit should be tasty looking, but we don’t want the product to be mistaken for food!
don’ts Our elements are fun and full of freedom, but there are a few ways we’d prefer you didn’t use them. elements - don’ts | 17
packaging Here are some examples of our citrus collection of bath bombs. Please see our seasonal manual for autumn SKUs! packaging | 18
packaging | 19
contact (386) 839-3805 customerservice@fruz.com brandmanagement@fruz.com fruz 51 South St. Port Orange, FL 32127 fruz.com
contact | 20