B R A N D
I D E N T I T Y
www.IGotCracked.com @crackedbychefadrianne
WELCOME TO
TABLE OF CONTENTS 1. About Cracked
8. Color Palette
2. Cracked Mission Statement
9. Typography
3. Adrianne Bio and Corporate Sponsorship Collaborations
10. Primary Typeface
4. Logotype
11. Secondary Typeface
5. Monochrome Versions
12. Identity Elements
6. Incorrect Use
13. Stationary
7. Cobranding
14. Applications
ABOUT CRACKED Cracked was founded in 2018 with a simple goal in mind; deliver an appetizing egg and chicken-fare menu composed completely of free-range and organic ingredients. This concept was created by Chef Adrianne Calvo, whose Maximum Flavor style has captivated her customers for over a decade now. In the end, a meal can only be as good as its ingredients. For this reason, Chef Adrianne and her team have gone the extra mile in order to ensure that patrons of Cracked are enjoying nothing but the best. Whether you are a meat-eater or a vegetarian, every bit of this versatile menu is made from the finest locally-sourced and sustainable ingredients brought to you by some of the area's finest farmers and growers. Those who dine at Cracked can expect a few things. They can expect to be consuming never-frozen, locally-grown ingredients. They also can expect a versatile menu capable of satisfying a huge variety of palates. Most importantly, however, they can expect a uniquely-flavorful meal that is sure to keep them coming back for more. Mold all three together, and you have yourself a signature Cracked experience!
@crackedbychefadrianne
CRACKED MISSION STATEMENT Put simply, Chef Adrianne’s mission at Cracked is to completely satisfy her guests’ cravings by using the highest-quality organic ingredientsand cooking methods. While delivering a Maximum Flavor experience within every bite remains the foundation of our menu, we believe that "flavor is just the result." It all startswith cultivating relationships with local farmers and knowing the source of all our ingredients.The Cracked signature experience aims at creating lasting positive memories by delivering a distinctively-flavorful encounter that keeps our guests coming back for
ADRIANNE BIO
Since 2007, Adrianne Calvo has taken the South Florida food scene by storm, firmly establishing herself as a celebrity chef, author, television personality, and restaurateur. To date, she has produced four cookbooks: Maximum Flavor (2005), Chef Adrianne: Driven by Flavor, Fueled by Fire (2008), #MaximumFlavorSocial (2014), and Play With Fire (2015), with a fifth, The A-List, currently in production. Additionally, her restaurant, the award-winning Chef Adrianne's Vineyard Restaurant and Wine Bar, has dazzled patrons with its delicious rotating menu and its notable "Dark Dining" event, in which guests get to experience a heightened sense of taste by being blindfolded during their meals. Among the restaurant's other accolades are being named one of the U.S.'s 15 most unique restaurants by Zagat in 2016, being selected as one of the 17 most important restaurants in Miami by Thrillist, being named in the Miami Food Bucket List, also by Thrillist, and winning best chef (2014, 2016, 2018) and best restaurant (2014, 2017) in South Miami-Dade during the Readers' Choice Awards.
Though Chef Adrianne entered the celebrity food world at a very young age, it did not stop her from quickly making a name for herself. She became the youngest person to cook for the United Nations and its ambassadors, while also displaying her expertise for CNN correspondents, competing in Food Network's Chopped and Beat Bobby Flay, and being featured in top food publications like Gourmet, Bon Appetite, and Saveur.
Additionally, Adrianne and her work has drawn the interest of large corporate entities in several different fields, as she currently endorses Reebok and Sprint, to name a few. She maintains a regular position as NBC's cooking expert for their segment "6 in the Mix", in which she displays some of her best dishes while offering her tutelage as to how to create them. Never shying away from giving back, Chef Adrianne has been cooking for families and patients at St. Jude's Hospital as part of her Make It Count foundation since 2007.
If recent success is any indicator as to where Chef Adrianne's career is heading, things are certainly looking up. In 2018, she was once again named Miami's Best Chef by the New Times, and was awarded the Best Bite of the Beach during the South Beach Wine & Food Festival. Her signature Maximum Flavor style has delighted her fans for over a decade now, and will continue to do so in the South Florida community and beyond.
@chefadrianne
Corporate Sponsorship Collaborations
LOGO
LOGOTYPE The wordmark is based on the typeface Gotham in lowercase letters. We use kerning to adjusting the space between individual characters and equalizing the appearance of whitespace between them. The isotope is an egg cracked.
Institutional logotype
Wordmark
Isotype
MONOCHROME VERSIONS
INCORRECT USE Do Do Do Do
not not not not
stretch or condense move text BY CHEF ADRIANNE move the isotype to the left increase the signature of the same size as the Cracked brand
COBRANDING
COLOR PALETTE
colors
Scrambled Yellow
Red Bacon
Sweet Orange
Brown Toasted
scrambled yellow
SCRAMBLED YELLOW
#FFCD05 255 / 205 / 5 0 / 20 / 100 / 0
#FEE57F
#FFF5CC
fried red
FRIED RED
#CC3333 204 / 51 / 51 15 / 95 / 90 / 0
#DC7272
#EFBEBD
sweet orange
SWEET ORANGE
#FF9933 255 / 153 / 51 0 / 60 / 100 / 0
#FBC084
#FCE0C2
toasted brown
TOASTED BROWN
#663300 102 / 51 / 0 40 / 75 / 100 / 45
#937159
#C2AEA1
TYPOGRAPHY
PRIMARY TYPEFACE
Gotham AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890
Aa Regular
Aa Aa
Regular Italic
Bol
Aa
Bol Italic
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SECONDARY TYPEFACE
Josefina Sans AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890
Aa Regular
Aa
Regular Italic
Aa Bol
Aa Bol Italic
Sample text: Lorem ipsum dolor sit amet, consectetur adipiscing elit. “Suspendisse vel metus quis”. Neque venenatis bibendum ac et tellus. Sed a risus et sem rutrum auctor.
IDENTITY ELEMENTS
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Bacon, Egg, And Cheese Croissant , Apple-wood Smoked Bacon, Cage Free Egg Over Medium, American Cheese, Cracked Sauce, Zak The Baker Croissant fried Chicken Sandwich Free Range Boneless Fried Chicken Breast, Cracked Sauce, Slaw, Housemade Pickles, Zak The Baker Brioche Bun, Croque Madame Scramble, Cage-free Scrambled Eggs, Honey Baked Ham,, Zak The Baker Croutons, Cracked Mornay Sauce, Steak And Eggs Sandwich, Sliced Filet Mignon, Caramelized Onions, Cracked Sauce, Artisan Chimi, Cage Free Farm Egg, Zak The Baker Brioche Bun, Organic Sweet Potato Fries, Truffle Parmesan Fries, Belgian Liege Waffles, Fresh Strawberries, Organic Vermont Maple, cinnamon Roll, Cream Cheese Icing, Caramelized Bacon Pecan Crunch, Additional Cracked Sauces, Ponzu Aioli, Garlic Cilantro Aioli, Truffle Dijonnaise, Spicy Cracked Sauce, Bacon, Egg, And Cheese Croissant , Apple-wood Smoked Bacon, Cage Free Egg Over Medium, American Cheese, Cracked Sauce, Zak The Baker Croissant fried Chicken Sandwich Free Range Boneless Fried Chicken Breast, Cracked Sauce, Slaw, Housemade Pickles, Zak The Baker Brioche Bun, Croque Madame Scramble, Cage-free Scrambled Eggs, Honey Baked Ham,, Zak The Baker Croutons, Cracked Mornay Sauce, Steak And Eggs Sandwich, Sliced Filet Mignon, Caramelized Onions, Cracked Sauce, Artisan Chimi, Cage Free Farm Egg, Zak The Baker Brioche Bun, Organic Sweet Potato Fries, Truffle Parmesan Fries, Belgian Liege Waffles, Fresh Strawberries, Organic Vermont Maple, cinnamon Roll, Cream Cheese Icing, Caramelized Bacon Pecan Crunch, Additional Cracked Sauces, Ponzu Aioli, Garlic Cilantro Aioli, Truffle Dijonnaise, Spicy Cracked Sauce
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STATIONARY
Letterhead
Business Card Front side
To: Mr. Karl Smith CEO and Founder iHome
Date: December 12, 2018
Dear Mr. Smith
general manager sean@igotcracked.com / IGotCracked.com (786) 829-286
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent efficitur egestas metus sed maximus. Nulla eu nibh nec urna sagittis aliquet et sit amet enim. Sed a enim arcu. In sit amet risus maximus, commodo nisl eget, ullamcorper dolor. Nulla congue gravida leo, et porttitor velit. Nullam euismod, mauris et pharetra ultrices, massa nisl facilisis augue, eu ultrices arcu nibh id arcu. Pellentesque et orci leo. Sed consequat lectus lectus, a fermentum lectus tincidunt quis. Sed hendrerit urna ornare justo scelerisque, vestibulum egestas risus fringilla. Aliquam rhoncus vestibulum mauris eget semper. Sed rhoncus quam a risus porttitor tristique. Maecenas ut arcu velit. Aenean condimentum auctor fringilla. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Etiam ac augue at enim placerat scelerisque. Phasellus interdum orci ac eros varius, vitae congue erat semper. Ut sit amet volutpat mauris. Curabitur finibus, nisl vel sollicitudin aliquet, ipsum orci sollicitudin quam, at volutpat nisl lacus et nisi. Nulla eu turpis dapibus lectus lacinia placerat. Ut et nunc diam. Vivamus at elit sed sem molestie vehicula ac at enim. Suspendisse tempor congue ipsum a pharetra. Proin fringilla eros nec ante commodo ornare.
Back side
Quisque viverra sollicitudin arcu vitae imperdiet. Integer aliquet tellus eu ultricies egestas. Vestibulum molestie viverra commodo. Aliquam volutpat fermentum nisi. Maecenas id nulla nunc. Ut finibus, orci nec convallis interdum, sapien enim interdum purus, eu vestibulum libero sem eu odio. Fusce ullamcorper consectetur dui sit amet commodo. Quisque nunc ligula, suscipit non cursus sed, auctor quis risus. Nunc eget ultricies nunc. Curabitur blandit urna at lacinia feugiat. Morbi vel dolor lorem. Maecenas consequat massa et mollis vestibulum. Quisque quis mauris mattis, commodo lectus nec, scelerisque elit. Proin aliquet ullamcorper velit, sed porta ligula lobortis sed. Pellentesque lectus arcu, dictum ut ultrices sed, ultricies nec dolor.
Kind Regards, Mark McCann
www.IGotCracked.com
11510 SW 147 Avenue Miami, Fl 33196 Phone: 305.408.8386 Fax: 305.408.8388
www.IGotCracked.com
Menu Front side
Back side
www.cracked.com
@crackedbychefadrianne
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To-go bag
Stickers
Drink coaster
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Juice cup packaging www.IGotCracked.com
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@crackedbychefadrianne
Roll-up banner
Poster
www.IGotCracked.com
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APPLICATIONS
PRESENT MENU
Present Menu Items
Free Range Fried Chicken Sandwich
Crispy Pork Belly Media Noche
Cracked Sauce, Slaw, Housemade Pickles, Zak the Baker Brioche Bun
Cracked Sauce, Swiss Cheese, Housemade Pickles
Crispy Pork Belly Slides Artisan Chimi, Guava, Queso Blanco
Elote off the Cob Chipotle Mayo, Tajin Aioli, Queso Blanco, Fresh Cilantro
Farm Egg Croissantwich American Cheese, Maple Bacon Cracked Sauce
Roasted Brussel Sprouts
Truffled Pepperoni Pizza
Asian Pear, Truffled Soy Vinaigrette
Cheese Fries, Marinara
Organic Sweet Potato Fries
Truffle Fries
Avocado, Slaw, Crema, Cilantro
Quinoa Bowl
Gorditas Pinto Beans, Avocado, Salsa Verde, Pickled Onion
Free Range Chicken Pozole
Roasted Cauliflower of the Day
Romaine Lettuce, Sweet Potato, Roasted Cauliflower, Cranberries, Carrots, Shaved Cabbage
SoCal Tots Free Range Shredded Chicken, Jalapeno queso, cilantro, salsa Verde, Pico de Gallo, sour cream
THANK YOU
@crackedbychefadrianne Š2018 by Cracked. All rights reserved
13500 N. Kendall Dr. Suite 115 Miami, Florida 33186 Phone: (305) 752-2512 www.gmgadvertising.com