BRAND GUIDELINE
BY EMILIANA AYALA
IMAGE – TAYLOR DZIEDZIC
TABLE OF CONTENTS
04
brand identity who are we values mission statement tagline our consumers
42
product ingredients citrus jasmine lavender aloe
12
64
colour palette graphic devices logo system logo dos and don’ts
tissue wrapping loofah bag box
visual identity
36
photography
packaging
78
sales
BRAND IDENTITY
who
we are VALUES
IMAGE – TAYLOR DZIEDZIC | ALL CONTENT – EMILIANA AYALA
No harmful chemicals Safe ingredients Sustainable Transparent Diphy Wellness is a personal care brand that proInformative vides sustainable soap bars handmade with safe ingredients. Our name comes from the translucent f lower diphylleia, otherwise known as the skeleton f lower, which is native to the United States and Eastern Asia. The f lower’s translucent petals ref lect our commitment to honest and transparent communication. Diphy Wellness understands the need for safe and sustainable personal care products — evident in our brand values and business practices. We are committed to delivering unbiased truth through informative research about product ingredients, benefits, and sourcing — ultimately washing away the misleading marketing claims.
CREATED BY EMILIANA AYALA
7
MISSION STATEMENT
Diphy Wellness provides sustainable soap bars handmade with safe ingredients. Delivering truth through transparent communication about ingredients and sourcing to make finding the right product easier for you.
CREDITS | NAME AYALA IMAGE – EMILIANA
DIPHY WELLNESS
BRAND IDENTITY
TAG LINE
“Simple pleasures, sustainably handmade.”
rs
Diphy Wellness’ target market consists of generation y and z women that belong to the Lifestyles of Health and Sustainability (LOHAS) consumer segment. Their demographic profile reveals that these middle-class women are between 20 and 40 years old with a middle to high income, a university level education, and live a health and sustainably focused lifestyle. Psychographic profiles for this group reveals that their self-transcendence values and environmental concerns underlie their purchasing behaviour. They justify cost with value and are loyal to brands that align with their ethical, sustainable and health standards. This target market is social media savvy but value authentic and personable experiences which gives them the ability to recognize marketing techniques, and influences their distrust for paid promotional media. Overall, our consumers appreciate honest and informative communication, and are eager to learn more about incorporating safe products into their daily routine.
s u me
ou
r con
11
Jasmine, Lavender, Citrus and Aloe travel size soap bars in loofah bag
IMAGE – EMILIANA AYALA
12
13
typography Diphy Wellness’ typeset encompasses Miller Banner, Proxima Nova and Adobe Caslon typefaces to complement and create a balanced hierarchy that reflects Diphy’s brand values.
VISUAL IDENTITY
MILLER BANNER
Miller Banner is used for Diphy Wellness’ main heads, drop caps and quotes. Richard Lipton redesigned this baroque typeface from the original Miller font, designed in 1997. Miller banner was designed for use in larger settings such as newspapers, magazines, websites and publications and was published by Carter & Cone in 2002. This serif typeface is known for its sharp lines and soft contrast, ultimately giving the font a playful and organic feel that aligns with Diphy Wellness’ brand identity.
ADOBE CASLON
PROXIMA NOVA
Proxima Nova is a sans-serif typeface that has an organic, minimalistic feel that aligns with the Diphy Wellness ethos. Designed by Mark Simonson in 2000, Proxima Nova has been used for websites, logos, and commercial projects. Variations of Proxima Nova are used in the deck, subhead, sidebar, slugs, credits and collectors for Diphy Wellness’ brand typeset. This geometric typeface complements Miller Banner and Adobe Caslon, and creates a balanced hierarchy within the typeset.
Adobe Caslon is an old-style serif inspired by classic letter and organic structures that imitate handwriting. Designed in 1722 by William Caslon, and most recently been redesigned by Carol Twombly in 1990, Caslon is considered the fi rst original English typeface and is most commonly used as body copy in books and publications. This typeface has a high degree of legibility, readability, and warmth and is used for body copy and captions. It’s minimalistic yet ornate qualities create a clean and playful aesthetic that fits Diphy Wellness’ visual identity.
15
16
MAINHEAD Millerbanner Roman 45/48 pts
diphy wellness
DECK Proxima Nova Light 15/16 pts
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor
SUBHEAD Proxima Nova Semibold 12/12 pts
BODY COPY Adobe Caslon 10/12 pts
SIDE BAR Proxima Nova Medium 8.5/9.5 pts
SUBHEAD
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Eget egestas purus viverra accumsan in nisl. Eu volutpat odio facilisis mauris. Ultrices eros in cursus turpis massa tincidunt. Elementum pulvinar etiam non quam lacus suspendisse faucibus interdum posuere. Mi sit amet mauris commodo quis imperdiet massa. Eget sit amet tellus cras adipiscing enim. Sagittis nisl
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit
CAPTIONS Adobe Caslon Regular 8/9 pts
DROP CAP Millerbanner Roman 3 lines
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in
L
orem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
17
QUOTE Millerbanner Roman 20/21.5 pts
SLUG Proxima Nova Medium 8/9 pts
“Delivering truth and washing the claims away.�
BRANDING
CREDITS
CREDITS Proxima Nova light 9/10 pts
SFIC clear melt and pour base
IMAGES – BRANDON HERVIA, EMILIANA AYALA
VISUAL IDENTITY
colour palette
Within the primary colour palette, it is important to note the use of the charcoal hue. Charcoal is used for all typography and graphic elements on the website. Using a softer tone reduces perceived harshness and aligns with our overall aesthetic and colour palette. The primary and secondary colour palettes are used in conjunction with graphic devices to add playfulness. These hues work simultaneously to reflect Diphy Wellness’ values and establish a strong brand identity.
IMAGE – BRANDON HERVIA
20
Diphy Wellness has an earthy colour palette that encompasses hues found in nature. The primary colours are pure, diphylleia, sand, and charcoal while the secondary colours are dunes, clay, sage, and evergreen. The cream hues are drawn from the transparent diphylleia f lower that inspired the brand name, the mauve hues reflect earthly textures, and the green hues represent greenery.
C H AR C OA L
SAN D
R 7 2 G74 B72 C 6 8 M 63 Y59 K 37 H E X #4 A 4 84A
R2 39 G235 B232 C5 M5 Y6 K1 HE X #E BE 8 E 5
21
DI P H YLLEI A
PU RE
R 2 5 0 G250 B250 C 1 M1 Y1 K 1 H E X #F 7F 6F 5
R2 5 G 25 B25 C0 M0 Y0 K0 HE X #FFFFFF
DUN E S R 237 G220 B21 0 C 6 M1 3 Y14 K0 HEX #E D D CD 2
22
C LAY
IMAGE – TAYLOR DZIEDZIC
R 221 G 1 90 B169 C 13 M25 Y31 K0 HEX #D D BE A9
SAGE R 189 G202 B1 93 C 26 M1 3 Y2 3 K0 HEX #BD CAC1
23
EV ERG RE E N R 115 G 1 26 B109 C 56 M39 Y57 K1 2 HEX #737E 6D
24
graphic devices
VISUAL IDENTITY
Diphy Wellness’ graphic devices lend an organic presence to the brand. These graphics can appear at 75% transparency of any hue in the brand’s colour palette or as an outline in pure, charcoal, and evergreen colourways.Overlapping and resizing the graphics to scale can add a sense of playfulness and movement. Consistent use of our graphic devices adds unity across platforms to reinforce brand recognition.
25
logo system Diphy Wellness’ logo system consists of a wordmark, monogram, lock up, and icons that portray an organic and playful aesthetic. This logo system works together to reflects Diphy Wellness’ brand values. The logo parameters represent the zone in which no image or typographic element can impede. These measurements ensure that the logo remains the focal point and is not covered or obscured. Diphy Wellness’ monogram consists of a ‘D’ that is completed by a leaf that represents the diphylleia f lower that inspired the brand’s name. This f lower is consistent in both the wordmark and the monogram to add a sense of unity and reference nature. The monogram is designed to be used on the website, packaging, and stamped into the soap bars. Although the wordmark and monogram are designed to be used separately, they may both appear throughout the same media such as different pages of the website or different aspects of the packaging.
ICONS
Soap bar design (botanical ingredient sihouette) – Lavender (Cornf lower petals), Aloe (Aloe butter), Jasmine (Jasmine f lowers), and Citrus (Saff lower and Marigol petals).
The wordmark uses the Miller Banner Roman typeface in lower cases and features a leaf on the ‘y’. This typeface gives the wordmark an organic aesthetic and the subtle detail on the ‘y’ adds a playful aspect. The wordmark is designed to be used as the primary logo and appears on the website, packaging, and brand information cards. To maximize legibility, the minimum size for the wordmark is 120px by 50px. If these dimensions do not fit the medium in which it is being displayed, using the monogram is more appropriate. The brand lockup is a combination of the monogram and wordmark designed to strengthen brand recognition on content that is not posted by Diphy Wellness. This lock up is only used on promotional material like advertisements and collaborations with other brands. The purpose of this logo is to help consumers identify and establish a connection between the logo and brand when seen across various media. The icons consist of four different f lower silhouettes that represents the botanical ingredient in each of the soap designs – Cornflower, Aloe, Jasmine, and Safflower. These icons appear on the website, packaging, and brand information cards to distinguish the different products. Furthermore, the icons act as a decorative element that enhances consumer experiences and contributes to the perception and quality of the brand.
VISUAL IDENTITY
26 px
MONOGRAM
26 px
26 px parameters
26 px
WORDMARK
26 px
26 px parameters min. dimensions 120 px by 50 px
26 px
26 px parameters usage: promotional material
26 px
LOCKUP
VISUAL IDENTITY
COLOURWAYS
28
The logo system most commonly appears in the charcoal colourway. However, the monogram, wordmark and brand lockup may appear in the colourways outlined in the brand colour palette. Depending on the tone and colour of the background, the logo system will require adjustment, which will be outlined on the following pages. The page to the right outlines the primary colourways and the following spread displays the secondary colourways guidelines. As for the icons, they appear in the charcoal colourway when displayed a coloured background. The icons may also be displayed in their designated colourway, as seen on the packaging. The citrus soap icon is displayed in dunes, the jasmine icon in sand, the aloe icon in sage, and the lavender soap icon in evergreen.
29
30
31
Diphy Wellness’ 100% recycled tissue wrapping packaging
IMAGE – EMILIANA AYALA
32
33
logo dos
IMAGE – EMILIANA AYALA
Diphy Wellness’ box packaging – includes two soaps and a loofah bag
VISUAL IDENTITY
RESIZE TO SCALE
26 px
FOLLOW LOGO PARAMETERS
USE UNIFIED COLOURWAY
26 px
35
IMAGE – EMILIANA AYALA
logo don’ts
36
VISUAL IDENTITY
MIX COLOURWAYS
STRETCH OR SQUISH 37
ROTATE OR REFLECT
CROP
IMAGE – BRANDON HERVIA
DIPHY WELLNESS
38
PHOTOGRAPHY
p
y
Diphy Wellness uses two photographic styles that help visually define the brand. The first is beautiful outdoor landscapes. These images are edited using a natural filter to enhance the warm tones, giving them a unified look that feels peaceful and compliments the Diphy’s colour palette. This style of image represents the brand’s sustainable focus and brings the customers back to the peaceful feeling of nature.
ra ph
tog o h
39
PHOTOGRAPHY
40
The second style that Diphy Wellness uses is instudio editorial photography. These staged images are minimalist in style, with a white or simple background to create a focus on the products, ingredients, and packaging. This photographic style shows our products in a clean, clear aesthetic that customers associate with quality, high-end goods, and services. Both photographic styles will be featured in the brand guideline book as well as the website. These images can appear alone, with graphic devices, or layered to create interesting and clean layouts. When overlaid, the product photo must be in front of the lifestyle nature images.
IMAGE – EMILIANA AYALA
41
42
IMAGE – TAYLOR DZIEDZIC, EMILIANA AYALA
43
Lavender, Jasmine, Citrus and Aloe travel size soap bars
44
product
IMAGE – EMILIANA AYALA
Diphy Wellness’ soap bars are handmade with minimal ingredients that are safe, sustainable, and cruelty-free. Carefully chosen, quality ingredients are sourced through suppliers that meet Diphy Wellness’ values and high standards. The soap bar line consists of four soap designs that offer differing benefits and aesthetics. Each soap design comes in two different sizes – home and travel, allowing consumers to use Diphy soaps no matter where they go. Overall, this product meets the consumer demand for safe and sustainable personal care products.
45
PRODUCT
ingredients 46
Diphy Wellness’ quality ingredients are carefully chosen and researched to ensure that they do not contain any toxins or harmful chemicals. The soap base for all soap designs is a SFIC crystal clean melt and pour base. This is a vegetable oil recipe that uses kosher glycerine and is not genetically modified. The melt and pour soap base is a hypoallergenic, vegan, biodegradable, and cruelty-free. It is important to note that the lye is used in the soap base. This saponifying agent is a non-harmful chemical and is used to hold and maintains the pH of skincare products. Other ingredients used in specific soap designs are Aloe vera butter, Safflower, Cornflower, Marigold, Jasmine, Cranberry seeds, Poppy seeds, Jasmine fragrance oil, Lavender fragrance oil, and Citrus fragrance oil.
SOAP BASE
Ingredients – Common Names (INCI ): Coconut oil (Cocos Nuciferal), RSPO Palm Oil (Elaeis Guineensis), Safflower Oil (Carthamus Tinctorius), Vegetable Glycerine (Glycerol), Purified Water, Lye (Sodium Hydroxide), Sugar Alcohol (Sorbital), Cocoaminopropyl Hydroxsultaine, Vegetable Glycol, Sorbitan Oleate, Hydrolyzed Oat Protein
47
IMAGE – EMILIANA AYALA
Aloe home size soap bar
DIPHY WELLNESS
IMAGE – BRANDON HERVIA
safe cruelty free no harmful chemicals sustainable handmade
citrus
IMAGE – EMILIANA AYALA
Safflower Petals (Carthamus Tinctorius), Marigold Petals (Calendula Officinalis Flower), Cranberry Seeds (Vaccinium Macrocarpon Seeds), Citrus Fragrance Oil (Citrus Parfum)
DIPHY WELLNESS
51
DIPHY WELLNESS
Citrus travel size soap bars
CREDITS | NAME
52
IMAGE – EMILIANA AYALA
PRODUCT
53
54
PRODUCT
jasmine
IMAGE – EMILIANA AYALA
Jasmine Fragrance Oil ( Jasminum Officinale Parfum), Rose Clay (Koalinite) Jasmine Flowers ( Jasminum Officinale)
55
IMAGE – EMILIANA AYALA
56
Jasmine home and travel size soap bars
57
PRODUCT
Lavender Fragrance Oil (Lavandula Angustifolia Parfum), Cornflower Petals (Centaurea Cyanus), Poppy Seed (Papaver Somniferum)
IMAGE – EMILIANA AYALA
58
lavender
DIPHY WELLNESS
Lavender home and travel size soap bars
59
60
61
IMAGE – EMILIANA AYALA
Lavender travel size soap bar
IMAGE – EMILIANA AYALA
DIPHY WELLNESS
62
DIPHY WELLNESS
63
aloe Coconut Oil (Cocos Nucifera), Aloe Vera Butter (Aloe Barbadensis Extract), Jasmine Fragrance Oil ( Jasminum Officinale Parfum), Zeolite clay (Zeolite Amargosa Green)
IMAGE – EMILIANA AYALA
Aloe home and travel size soap bars
65
DIPHY WELLNESS
Lavender and Aloe tissue packaged soaps with branding icon stickers for product identification
66
ack
IMAGE – EMILIANA AYALA
g
Diphy Wellness offers packaging options that focus on sustainability, including a loofah bags, tissue wrapping, and boxes. All packaging options come with an informative Diphy Wellness card that lists all product ingredients. The brand cards encompass a standard design that promote all soap designs to maximize use and reduce waste of the cards that are printed. Overall, the minimal packaging fulfills the consumer demand for more sustainable products.
agi n
p
PACKAGING
67
LOOFAH BAG
IMAGE – EMILIANA AYALA
The loofah bag is eco–friendly and multi–purposeful. Made of a high–quality organic cotton that is durable and flexible, consumers may choose to use the bag as a loofah for exfoliation, as a soap holder, or simply for storage. This multi-purpose bag is perfect for traveling and keeping your soap safe. The loofah bag is sold separately online and in store. Overall, this gives consumers the opportunity to be waste free and receive a 10% discount on future soaps when they bring their bag.
CREDITS | NAME
Loofah bag and travel size Lavender soap bar
IMAGE – EMILIANA AYALA
Jasmine, Lavender, Citrus and Aloe travel size soap bars in loofah bag
PACKAGING
TISSUE WRAPPING
IMAGE – EMILIANA AYALA
72
Diphy Wellness’ tissue wrapping is made from 100 % recycled tissue paper. The paper comes in brand colours to reinforce brand identity. In store consumers have the option to have their soap wrapped for safe keeping without an extra cost. This option is also used in the box to ensure that the soap is not damaged in transport.
CREDITS | NAME
73
IMAGE – EMILIANA AYALA
74
75
Lavender and Aloe vera travel size soaps wrapped in 100% recycled tissue paper
PACKAGING
BOX
IMAGE – EMILIANA AYALA
76
The Diphy box is a recyclable packaging option that holds two soap bars. The box is used as a shipping box for online purchases and can also be used in-store for soap sets. This box is designed with Diphy’s graphic devices and logo on the outside for brand recognition. The inner box that slides is in the dunes colourway on the outside and clay on the inside. The bottom inside of the box has the tagline as a design detail and a reminder of brand values for the consumers. Overall, this box is designed with the consumer’s experience in mind to enhance their overall experience with the brand.
DIPHY WELLNESS
CREDITS | NAME
77
DIPHY WELLNESS
CREDITS | NAME
78
IMAGE – EMILIANA AYALA
Diphy Wellness packaging box for soap sets and shipping
SALES
sales
Potential stores that align with the values of Diphy Wellness include The Detox Market, Pretty Clean Shop, and Eco and Amour. These Toronto based stores curate different green products such as skincare, make-up, hair, wellness, and home products. By selling at these locations, Diphy Wellness will be exposed to a larger audience and build brand recognition and word of mouth. These retail options also accommodate consumers that prefer a physical shopping experience.
IMAGE – BRANDON HERVIA, EMILIANA AYALA
80
Diphy Wellness will be sold online and in retail stores. The online store is valuable because it allows the products to be available to a larger market, links to social media which leads to more engagement and sales, and increases the amount of profit per piece sold. For those consumers who like reading about the product before purchasing, our site will contain information about ingredients, benefits and sourcing.
81
Multi-purpose loofah bag and Lavender travel size soap bar
82
IMAGE – EMILIANA AYALA
83
simple pleasures, 84
85
sustainably handmade
ab
m
s , s u s t ai n
ade. si m
re
e plea su l p
ly hand
EMILIANA AYALA