Boston Boxed Bread Style Guide / Process Book Eva Loh
ç”°table of contents
1. Building the Brand
4
1.1 Brand Introduction 1.2 Brand Values 1.3 Brand Personality
4 4 5
2. Brainstorming & Researching 2.1 Competitive Set 2.2 Mood Board
6 6 7
3. Initial Sketches
8
4. Digital Development
9
5. Logomark 5.1 5.2 5.3 5.4 5.5
Full Logotype Alternate Logo Alternative Color Color Palette Typefaces
10 10 11 11 12 13
6. Stationary
14
7. Website Homepage
16
8. Signage
18
9. Packaging
20
1. Building the Brand 1.1 brand introduction Boston Boxed Bread Company is a French-American bakery founded in Boston, Massachusetts, serving a unique selection of bakery goods made with the highest quality ingredients from the local market. The idea of Boston Boxed Bread is to reintroduce the importance of bread in our daily life through its high nutrition values and delightful taste. 1.2 brand values Boston Boxed Bread is a Benefit Corporation or “B Corp.� B Corp is to business what Fair Trade certification is to coffee or USDA Organic certi cation is to milk. B Corps are for-profit companies certified by the nonprofit B Lab to meet rigorous standards of social and environmental performance, accountability, and transparency. Today, there is a growing community of more than 1,600 Certified B Corps from 42 countries and over 120 industries working together toward 1 unifying goal: to redefine success in business. Our 100% natural organic bread will be made with local labor who will be paid fair wages.
4 building the brand
1.3 brand personality • • • • •
Progressive Sustainable Recyclable Environmental Community
• • • • •
Natural Healthy Casual Clean Elegant
• • • • •
Global Modern Relax Refreshing Satisfying
• • • • •
Connection Harmonious Minimalistic Simplistic Interesting
building the brand 5
2. Brainstorming & Research 2.1 competitve set
6 brainstorming & research
2.2 mood board We want to create a natural and organic, yet modern and progressive style for the branding of Boston Boxed Bread. Therefore, the concept for Boston Boxed Bread branding is surrounded around elements related to a natural, organic features yet provide the a progressive impression with great motivation and sincerinity.
brainstorming & research
7
3. Initial Sketches The initial sketches for the brand logo is focused on using the three Bs that stand for Boston Boxed Bread, and the box symbol.
8 initial sketches
4. Digital Development
After having some initial sketches, we decided to focus the logo on simple and straightforward features that portray both organic and modern. When digitally developing the logo, we focus on three directions. Concept 1: Incorporating the initial B with a symbol of the bread ingredient, wheat. Concept 2: To emphasize the element of Boxed Bread by using a square / box around the brand name. Concept 3: Using a abstract component developed from the initial B.
digital development
9
5. Logomark 5.1 full logotype
For the final logomark, we decided to use concept 1 and make some changes. Concept 1 logo is able to clearly represent the brand initial and demonstrate the one more important core of the brand, which is natural ingredients. Also, instead of having the brand’s full name aligning on the side, we decided to move it below the logo for a better visual layout and a better flow.
10 logomark
5.2 alternative logo
logo
horizontal logotype
½ scale favicon
5.3 alternative color
The different logo version, layout, and color for different purposes.
color
black
knockout
logomark
11
5.4 color palette
primary color
C40 M5 Y20 K0 R153 B204 G204 WEB #99CCC
secondary color
C7 M0 Y9 K0 R234 B244 G232 WEB #EBF5E9 C16 M1 Y11 K0 R212 B233 G226 WEB #D4E9E2
C16 M4 Y7 K0 R210 B226 G230 WEB #D2E2E6 C35 M16 Y13 K0 R165 B190 G205 WEB #A5BECD
12 logomark
3.5 typeface
universe 45 light
universe 65 bold
AaBbCcDd 0123456789
AaBbCcDd 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
logomark
13
6. Stationary 6.1 letterhead
14 stationary
We want a simplistic yet elegant and organic style for the stationary set design of Boston Boxed Bread to extend our company’s core values. Therefore, the stationary set, which includes the letterhead, the envelope, and the business card, will all hold a uniform element. First, the layout of all of them will be vertical, by using the vertical logotype along with a vertical company’s color bar. Second, all additional company information will go below the logo or the main text, except for the envelope, it will be on the right side for US postal format.
stationary
15
7. Website Homepage
Boston Boxed Bread’s website will be one of the most important tool for the company to communicate with its customers, therefore, we want to design and remain a clean layout for the web design so that it will be easy to navigate for customers of all age group. The toolbar has 5 features. The homepage keeps all the most important information and most updated annoucements. The about page shows the history and core values of the company. The product page displays all bread products and bakery goods. The location page shows all store location and directions. The contact page directs customer on how to contact the company or specific stores.
16 website
website
17
8. Signage Boston Boxed Bread
18 signage
Boston Boxed Bread For the signage of Boston Boxed Bread’s store, we are using the horizontal logotype as the main logo display in order to clearly present the company’s logo and name.
As for all the glass window in the store, we are using just the company logo without the company name type as the only signage on glass. As the company name is shown clearly in a large scale at the storefront, we will not be repeatively repeating the name on all the logo signage in the store and keep it minimalistic.
signage
19
9. Packaging We are having two different designs for our bread packaging. The first design is a basic box made from recycling materials with the brand logo and name for customers who come in and buy our bakery goods. The second design below is a higher quality box with logo and design on the front cover, also made from recycling materials and is recyclable, but is specialized for gift purposes.
20 packaging