Sea Calm Skin - Branding Style Guide 2019

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BRAND STYLE GUIDE

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USE THIS STYLE GUIDE TO: Keep the Sea Calm SkinTM brand consistent. This guide will cover the brand concept, visual tool kit, and dos and don’ts to help you successfully create collateral for all brand channels.

Adam Grossman

Creator of Sea Calm Skin™, lives with psoriasis

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TABLE OF CONTENTS UNDERSTANDING THE BRAND

COLORS

VIDEOS

POSITIONING + CUSTOMER

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43 Intro 44 How it works 45 Video ingredients 46 Light refractions 48 Social

04 Problem + solution 05 Customer 07 Mission 08 Brand voice 10 Taglines BRAND ELEMENTS

Colors

ICONOGRAPHY 28 Icons 29 Marketing Iconography 30 Seals

THE LOGO

PACKAGING

12 13 14 15 16 17

32 33 34

Intro The logotype The logomark Minimum size Logotype do’s and dont’s Logo in color

TYPOGRAPHY 18 23 24

Typefaces Print collateral fonts Digital fonts

Overview Primary packaging type guideline Secondary packaging type guideline

DIGITAL 36 Digital assets 38 Social media 39 Website 40 Welcome series emails 41 Transactional emails

UNBOXING 51

Shipper + printed collateral

PHOTOGRAPHY 53 59 64 65

Product photography on white Ingredients + texture Photo with light refractions Group images

COMING SOON 65 Retail 66 Amazon

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Problem

YOUR SKIN’S MOOD SHOULDN’T RULE YOUR LIFE. Solution No one can cure psoriasis + eczema, but we can put you back in control. Sea Calm Skin’s at-home treatment system is designed to do more than help you look better... it’s designed to help you live better.

Happy Skin. Happy Life...

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THE SEA CALM SKIN CUSTOMER Individuals living with eczema + psoriasis People tired of living with the emotional and physical pain of having mild to moderate psoriasis and eczema, and want to feel confident and in control of their own skin again.

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You deserve skin that does what you want, not what it wants. You deserve a body that works for you, not against you. You deserve to look, feel and be as healthy as you dream to be.

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AS EXPERTS IN SKIN THERAPY, OUR MISSION IS CLEAR:

happy skin, happy life. •

Create a complete at-home treatment system that keeps skin happy, agreeable and at peace.

Break down the myths and miscommunication around psoriasis + eczema.

Foster real talk about the skin conditions that secretly impact more than 50 million Americans.

Lose the judgment, fear and shame that comes with looking and feeling different.

Just because you can’t heal psoriasis + eczema doesn’t mean you can’t create a different kind of relationship with your skin. Or that you can’t love the body staring back at you in the mirror.

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OUR TONE OF VOICE You deserve to Sea Calm Skin , without the extreme costs in money, time and side effects. Beauty is skin deep, but great health goes deeper and we’ll go to great depths with you. TM

Despite what it might feel like sometimes, you aren’t a disease, a condition, a reflection in a mirror or a look in a stranger’s eyes. And you don’t have to live at the mercy of your skin’s mood that day. We’ll free up all the pain points surrounding psoriasis and eczema, and give you a body that loves you back.

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TONE OF VOICE EXAMPLES We’re clear. Direct. Knowledgeable. Kind. We’re empathetic, inclusive, friendly. Sometimes we’re a little irreverent, humorous even. But we know (from experience) that living with psoriasis + eczema is no laughing matter. We get it. We hear you. We’re here for you.

CLEAN FORMULAS What It Means + Why It’s Important Unpredictable skin is already moody, so we believe in using clean ingredients: i.e no known irritants, additives or synthetic fragrances – things that could trigger your skin or things you’d rather do without. Sure, it’s not always easy being clean, but we’re committed to our cause because we know it’s important.

NO Parabens

NO EDTA

NO Formaldehyde

NO Petrolatum

NO Phthalates

NO PEG

NO Known Allergens

NO Synthetic Fragrances

FIND YOUR CALM SEE YOUR RELIEF Lay back, relax and soothe unpredictable skin.

STARTING AT

4995

$

STARTING AT + FREE GIFT ($24 value)

NO BHT

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APPROVED ONE-LINERS/TAGLINES Like you, we’re over it. We provide an honest, rooted point of view. We want to help, and our leadership position is empathetic and authoritative at the same time.

Ready to… Sea Calm Skin?

Kickstart Your Ritual For Complete Relief

Symptom Relief You Can See + Feel

Find Your Calm. See Your Relief.

Feel Happier + More in Control in 4 Weeks

Give unpredictable skin a fresh start.

Calm Skin Redness in 7 Days

Relief for moody, unpredictable skin

Improve Skin Dryness, Redness + Texture in 4 Weeks

Hello, happier, healthier-looking skin

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BRAND ELEMENTS This section covers our brand’s visual identity and how to use it.

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THE LOGO

Color, size, usage rules for logo and secondary mark

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THE LOGOTYPE The logo type for Sea Calm Skin can be used both horizontally and vertically stacked. The logo must be used with the trademark symbol as shown.

horizontal format

vertical stacked format

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LOGOMARK Keep the area around the logo free of any text or graphic elements by ensuring that adequate spacesurrounds it. The minimum clear zone is equal to the logo’s cap height.

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MINIMUM SIZE A minimum size has been set for print and screen versions of the logo. If they are sized any smaller, legibility cannot be guaranteed.

Minimum print size

6 MM TALL

Minimum digital size

28 PX TALL

Minimum print size

15 MM TALL

Minimum digital size

80 PX TALL

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DO!

DON’T!

Maintaining the integrity of the logo is critical to maintaining the integrity of the brand. NEVER ALTER OR MODIFY THE WORDMARK IN ANY WAY.

DO NOT add or lockup letters, symbols, or other graphics to the Sea Calm Skin logo

The Sea Calm Skin logo should only be oriented vertically or horizontally, never rotated.

Never add a drop shadow to the logo.

Always scale the logo proportionally, never distort the logo.

DO NOT outline in a stroke

DO NOT alter the spacing between letters

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THE LOGO COLOR The logo should be shown in the approved color ways only. The native color is solid “Seaspray”. If needed, solid black, or white knocked out of a brand image or solid color can be used.

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TYPEFACES

Typefaces, hierarchy and how to use them.

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DIN NEXT LT PRO Packaging + Print collateral for title and headline

Condensed

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_-=+

Medium Condensed

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_-=+

Bold Condensed

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_-=+ 19


Calibri

Packaging + Print collateral for subheads and body copy

Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_-=+

Bold

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_-=+

Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_-=+ 20


Barlow Condensed Digital + Website + Banners for headlines, titles and CTAs

Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_-=+

Semi Bold

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_-=+

Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_-=+ 21


Roboto

Digital + Website + Banners for subheads and body copy

Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_-=+

Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_-=+

Aa

Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()_-=+

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TYPE: PRINT COLLATERAL

HEADLINE

DIN NEXT LT PRO, MEDIUM CONDENSED Uppercase Tracking: 0 2 > lines of copy SUBHEAD

Calibri Regular, Bold Tracking: 0

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TYPE: DIGITAL H1

H1

BARLOW SEMI CONDENSED, MEDIUM Uppercase

H4

Tracking: 0 2 > lines of copy subhead: Roboto, Regular - Sentence case H2

Barlow Semi Condensed, Semibold - Title Case Roboto, Regular - Sentence case

H3

BARLOW SEMI CONDENSED, BOLD - UPPERCASE

H3

Roboto, Regular - Sentence case H4

Barlow Semi Condensed, Bold - Title Case Roboto, Regular - Sentence case

CTA

H2

BARLOW SEMI CONDENSED, SEMIBOLD Uppercase Tracking: +100 Shop Now – color: salmon with navy text Learn More – color: navy with white text

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COLORS

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COLORS

PRIMARY COLORS

SEA FOAM

SEASPRAY

SEAWEED

DEEP SEAWEED

Coated: PMS 5523 C

Coated: PMS 5503 C

Coated: PMS 5483 C

Coated: PMS 5473 C

Uncoated: PMS 5523 U

Uncoated: PMS 5503 U

Uncoated: PMS 5483 U

Uncoated: PMS 5473 U

NAVY

RGB:

000

RGB:

233 247 247

RGB:

190 213 215

RGB:

146 183 188

RGB:

93 128 137

RGB:

3 92 103

RGB:

40 57 71

RGB:

000

CMYK:

0000

CMYK:

8030

CMYK:

25 7 13 0

CMYK:

44 17 23 0

CMYK:

67 39 39 6

CMYK:

92 49 49 24

CMYK:

84 68 51 45

CMYK:

0 0 0 100

Hex:

#CCCCCC

Hex:

#E9F7F7

Hex:

#BFE2DD

Hex:

#66A39E

Hex:

#2A6166

Hex:

#035c67

Hex:

#

Hex:

#000000

WHITE

ACCENT COLORS

BLACK

SECONDARY COLORS

SALMON

HOT CORAL

Coated: PMS 487 C

Coated: PMS 2034 C

Uncoated: PMS 487 U

Uncoated: PMS 2034 U

RGB:

247 160 149

RGB:

238 77 62

RGB:

239 251 250

RGB:

215 239 239

RGB:

206 233 240

CMYK:

0 45 33 0

CMYK:

0 85 80 0

CMYK:

5020

CMYK:

14 0 6 0

CMYK:

19 1 4 0

Hex:

#F7A095

Hex: #F04E3E

Hex:

#EFFBFA

Hex:

#D7EFEF

Hex:

#CEE9F0

METALLIC SEAWEED Coated (Metallic): PMS 8762 C

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ICONOGRAPHY/SEALS

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ICONOGRAPHY

Daily Rebalance Moisture-Lock Body Cream

MarineClear Technology

with 1% Hydrocortisone

Daily Rebalance Gentle Body Wash + Shampoo

Trouble Spot Relief Intensive Hydration

Vegan

PF Itch Relief Instant Cooling Spray

Sustainably Harvested

Daily Rebalance Healthy Probiotic

Soothing Bath Soak With Bladderwrack Seaweed

Paraben + Gluten Free

Dermatologist Tested

Cruelty Free

Alcohol (Ethanol) Free

Paraben + Fragrance Free

Natural Ingredients

Paraben Free

Vegetarian

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MARKETING ICONOGRAPHY

FREE GIFT Less than

FREE SHIPPING

Free Shipping

$7/Month

FREE GIFT $24 value

Email Icon

Free Gift Flag

60 DAY LESS S&H

FREE GIFT

Free Gift Flag

star star star star star

MONEY-BAC K

GUAR ANTEE 60 days guarantee

Best Value

Reviews

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SEALS Use seals to spotlight formulation callouts and distinguish between OTC and non-OTC products.

“formulated for psoriasis + eczema� seal can only be used with OTC product (Itch Relief) because it contains 1% hydrocortisone

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PACKAGING

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PACKAGING OVERVIEW

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PACKAGING TYPE GUIDELINES Follow these typographic guidelines when developing new primary packaging.

DIN Next LT Pro, Medium Condensed. Text in caps

PMS 5483u

PMS 5503u

PMS 5523u

LOGO raised spot gloss

SEAL

PMS 5503u

white & glossy

k

Seal in white & glossy

HEADLINE

DIN NEXT LT PRO, CONDENSED

Calibri Regular

Logo raised spot glass PMS 5503U

DIN NEXT LT PRO, MEDIUM CONDENSED SUBHEAD

DIN Next LT Pro, Condensed Text in all caps, +10 kerning PMS 5483U

DIN Next LT Pro, Medium Condensed Text in sentence case

Calibri Regular, Bold Tracking: 0

DIN Next LT Pro, Condensed Text in all caps

Icon depends on which product

DIN Next LT Pro, Medium Condensed Text in all caps PMS K 100%

DIN Next LT Pro, Condensed Title Case, +9 kerning PMS 5483U

DIN Next LT Pro, Medium Condensed Text in all caps, +4 kerning PMS K 100%

DIN Next LT Pro, Medium Condensed PMS 5483U

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PACKAGING TYPE GUIDELINES Follow these typographic guidelines when developing new secondary packaging.

HEADLINE

DIN Next LT Pro, Medium Condensed. Text in caps

Acumin Variable Concept ExtraCondensed Bold Italic

DIN Next LT Pro Condensed 5pt

Calibri Regular

DIN NEXT LT PRO, CONDENSED DIN NEXT LT PRO, MEDIUM CONDENSED SUBHEAD

Calibri Regular, Bold Tracking: 0

DIN Next LT Pro, Condensed Text in all caps, +10 kerning PMS 5483U DIN Next LT Pro Condensed Text in caps, 5pt, -50 kerning

DIN Next LT Pro Condensed 5pt DIN Next LT Pro, Medium Condensed PMS 5483U

DIN Next LT Pro, Condensed Title Case, +9 kerning PMS 5483U

DIN Next LT Pro, Medium Condensed Text in all caps, +4 kerning PMS K 100%

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DIGITAL

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DIGITAL ASSETS Use these campaign templates for static and video banners in the brand color ways for all digital marketing. Note: style includes copy for viewing with sound off, use of iconography and direct headlines to keep messaging clear, simple and clean like the brand DNA. Products and skin are the heroes. Animation can be used to further convey a feeling of calm and ease.

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FREE SHIPPING

Shop Now

testimonial lower thirds treatment #1

testimonial lower thirds treatment #2

informational type and color

single product focused

promo violation type and color

promo violation with image

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ORGANIC SOCIAL MEDIA Use these campaign templates in the brand color ways for all digital marketing. Note: style includes copy for viewing with sound off, use of iconography and direct headlines to keep messaging clear, simple and clean like the brand DNA. Products and skin are the heroes. Animation can be used to further convey a feeling of calm and ease.

#embraceyourskin

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WEBSITE

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WELCOME SERIES EMAILS

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TRANSACTIONAL EMAILS

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VIDEO CONTENT

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VIDEO CONTENT - BRAND/FOUNDER STORY

BRAND VIDEO: https://guthy-renker.app.box.com/file/436688380080

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VIDEO CONTENT - HOW IT WORKS

HOW IT WORKS: https://guthy-renker.app.box.com/file/442573739830

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VIDEO CONTENT - INGREDIENTS

INGREDIENTS: https://guthy-renker.app.box.com/file/442573733830

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VIDEO CONTENT - HERO PRODUCTS, LIGHT REFRACTIONS

HERO PRODUCTS #1 https://guthy-renker.app.box.com/file/442573744630

HERO PRODUCTS #2 https://guthy-renker.app.box.com/file/442573736230 46


VIDEO CONTENT - PRODUCTS, LIGHT REFRACTIONS

PRODUCTS #1 https://guthy-renker.app.box.com/file/436688413680

PRODUCTS #2 https://guthy-renker.app.box.com/file/436688412480

PRODUCTS #3 hhttps://guthy-renker.app.box.com/file/436688416080

PRODUCTS #4 https://guthy-renker.app.box.com/file/436688414880 47


VIDEO CONTENT - SOCIAL

FOUNDER STORY https://guthy-renker.app.box.com/file/436688375280

CLEAN FORMULA https://guthy-renker.app.box.com/file/436688395680

LIFE BEFORE SEA CALM SKIN https://guthy-renker.app.box.com/file/436688384880

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VIDEO CONTENT - SOCIAL

REASONS TO BELIEVE https://guthy-renker.app.box.com/file/436688389680

SOLUTIONS + TESTIMONIALS https://guthy-renker.app.box.com/file/436688392080

TRIGGERS https://guthy-renker.app.box.com/folder/72673615680

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UNBOXING

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SHIPPER & PRINT COLLATERAL

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PRODUCT PHOTOGRAPHY LIBRARY

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PRODUCTS ON WHITE

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54


55


56


57


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INGREDIENTS + TEXTURE

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60


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PHOTO WITH LIGHT REFRACTIONS

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GROUP IMAGES

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GROUP IMAGES

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GROUP IMAGES

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#embraceyourskin @seacalmskin 68


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