Contents
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Mission and Values
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Consumer Profiles
14 Typography 16 Icon Library 19 Logo 24 Stationery 26 Mood Board 28 Grid System 30 Interactivity
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Conscious Capitalism
In a world where industrialization is ruining our health, environment and quality of life, it has never been more crucial that we find new ways of consuming. Conscious capitalism means that maximizing profits isn’t our number one priority. Life is. We take into consideration all forms of life, whether it be the life of the rainforest or the lives of our employees. We practice fair trade in the most sustainable ways possible. We strive to provide a healthy, natural alternative to traditional ultra-filtered honey. Our products not only benefit our customers, but also the environment in which they live. We believe that we are what we eat and we reap what we sow; which means we promise to sell only the healthiest, purest honey products that are always locally sown with integrity.
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Accountable We can’t wait around for laws and regulations to right our wrongs. We’re turning the business model upside down, building a company that depollutes, protects and never exploits workers or consumers.
Sustainable Not only do we use the most environmentally friendly methods in our bee processes, but 10% of all company profits are donated to ensuring our habitat remains habitable to humans, animals and insects for years to come.
Homegrown From beginning to end, our products are just that: our products.They never meet a cargo ship or freight train, and that’s how we like it. Our profits follow the same model- they don’t leave the Midwest.
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Difference Makers
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The following profiles are representations of our target consumer, in other words, it’s the people that motivate us to continue innovating the way we consume. They are folks that share our passion for life and take pride in buying products that not only benefit them physically, but benefit the world around them. Because, after all, Earth doesn’t belong to humans, humans belong to Earth.
Alec Granger Age: 32 Location: Boulder, Colorado Status: Married Children: daughter, Keegan, 6; Son, Elijah, 2 Education: Bachelor’s degree Occupation: Event booking/planning Auto: Subaru Legacy Homeowner Pets: Great Dane, Female, Rosie Income: $62,000 Take it easy. Alec believes life shouldn’t be wasted overloading yourself with stresses. He believes that life should be spent enjoyed and he makes time for fun multiple times per week. Be who you are. He believes that “keeping up with the Jones’” will ultimately ruin your life. He never tries to out-do others and works hard to surround himself with people who think the same way.
A day in the life: 7am: He puts on Levi khakis, a workcasual shirt and Puma athletic shoes. 8am: He gets on his Trek bicycle and rides to work. 5:30pm: Stops at Trader Joe’s to grab some groceries on his way home from work. 6pm: Makes a Applegate Naturals turkey sandwich. 7pm: Runs to Petco to buy Rosie a bag of Blue Buffalo dog food. 9pm: After putting the kids to bed, he and his wife watch television and drink a Blue Moon beer.
Fun loving, optimistic open minded, adventurous, happy, compassionate, carefree, interesting, hilarious, honest.
Simplicity. He is against living in excess. The way he sees it, money is for necessities. Stuffing your home full of possessions will never make you happy.
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Emma Nielson Age: 27 Location: Lincoln, Nebraska Status: Engaged Children: None Education: Bachelor’s degree Occupation: Veterinarian Auto: Toyota Prius Homeowner Pets: Two Huskies, Kovu and Kirima Income: $68,000
A day in the life:
Get out there. Adventure is the spice of life. Life isn’t worth living if you don’t get outside every once in a while and experience something authentic.
10am: Works at Tender Care Animal Hospital
Independence She knows that it’s crucial to be able to hold your own against the world. Even if it means standing up for the opinion of the minority against the majority. Do the Work. You get out what you put in. She believes that if you research what you use, it will better your life.
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9am: Wakes up using the alarm on her Apple iPhone 9:15am: Brushes her teeth using Miessence Organic Toothpaste 9:25am: Eats Greek yogurt for breakfast 9:40am: Drives her Prius to work while drinking purified water
6:30pm: Changes into a Columbia jacket 7pm: Goes on a walk with her fiancé 8:15pm: Returns to apartment to binge watch season 2 of Portlandia on Netflix
Free-spirited, passionate, opinionated, involved, authentic, empathetic, liberal, freethinking, enthusiastic, respectful
Michael Tariq Age: 25 Location: Rapid City, South Dakota Ethnicity: Indian Status: Single Children: none Education: Bachelor’s degree Occupation: GIS Surveyor Auto: 2013 Honda Fit Homeowner Pets: 2 siamese cats Income: $60,000 Affiliations: Center for Immigrant Workers, Iowa Humane Society Responsibility. Michael believes that as inhabitants of this planet, we are responsible for maintaining the world around us in a way that will ensure long-lived health. Sustainability As a GIS surveyor, Michael sees the direct impacts of wasteful companies on the local environment. Keep it Local. He believes that giving back to your local community helps out everyone in the long run. Why support a company based somewhere else when you can support your neighbors?
A day in the life: 9am: Wakes up using his iPod stereo 9:15am: Takes vitamins and daily allergy pills 9:25am: Eats a Nature’s Path granola bar for breakfast 9:30am: Puts in his REI hiking boots 9:40am: Drives his Honda Fit to work 10am: Works at Rapid City Engineering surveying land 7pm: Changes into Under Armor sweatpants 8:15pm: Sits down with his dog and thumbs through the latest National Geographic
Humorous, passionate, argumentative, involved, healthy, empathetic, liberal, independent, enthusiastic, respectful
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Justin Elder Age: 25 Location: Kansas City, Missouri Ethnicity: Irish-American Status: girlfriend Children: none Education: Bachelor’s degree Occupation: Food reviewer / journalist Auto: Bianchi bicycle Rents apartment Pets: 1 cat, Misha Income: $39,000 Affiliations: Local Brewers Club, Music Lovers, Facial Hair Appreciation Society Be Unique. Justin believes that if you’re doing what everyone else is doing, you’re not doing it right. He believes that in order to find yoru true self, you have to stop doing what others are doing. Diversity in life. Each day you live should be different, whether it’s biking to work instead of driving, or just trying a new restaurant. Risk-Taker. Just is a bit of a yes-man. Approach him with an opportunity or concept he’s never heard of before and he’s bound to be on board to test the waters.
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A day in the life: 9:00am Wakes up using his Sony clock radio 9:15am Takes a daily energy supplement 9:25am Gets a text on his iPhone about what restaurants the paper needs reviews for 9:30am Hops on his Bianchi bicycle and heads downtown 9:50am-4pm Visits various restaurants downtown, writing reviews for the paper 8:00pm Grabs a beer with friends from the local Boulevard brewery 9:15pm Finishes writing his daily Blogger post before bed
Hearty, economical, earth-centered, fun-loving, healthy, empathetic, wellness-believer, collaborative, experimental, understanding
Janet Peyton Age: 27 Location: Des Moines, Iowa Status: Married Children: daughter, Alicia, 3 Education: Bachelor’s degree Occupation: Zoologist Auto: Toyota Prius Homeowner Pets: Iguana, Tabitha, Cat, Sam Income: $56,000 Affiliations: Center for Immigrant Workers, Iowa Humane Society Conservation. As a zoologist, Janet is constantly researching habitats and is very concerned with the human impact on the animal environment. Be open She believes that in order to achieve happiness, people must be open to new thoughts and ideas. She vows to never get stuck in old ways.
A day in the life: 7am: Takes a shower, uses Simply Organic shampoo and conditioner. 7:30am: Puts on her zoo uniform and Keen hiking boots. 8am: On her way to work, she stops at Caribou Coffee. 12pm: Grabs lunch at Chipotle. 5pm: Makes her daughter a box of Annie’s Organic Mac and Cheese. 10pm: She and her husband look at The Chive’s “pictures of the week” on an Apple laptop.
Energetic, passionate, opinionated, involved, healthy, empathetic, liberal, freethinking, enthusiastic, respectful
Live and let live. She believes that everyone deserves the same basic rights and she works hard to promote equality and acceptance.
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Kita Yuan Age: 35 Location: Yankton, South Dakota Ethnicity: Philipino/Native American Status: Married Children: two Education: Master’s Degree Occupation: Owner of local grocery Auto: 2012 Fiat 500 Homeowner Pets: 1 golden retriever Income: $50,000 Affiliations: Forest Friends Club, South Dakota Humane Society Humanitarian. Kita is always willing to put others (including animals) before herself. During the summer, she pays a security guard to patrol the lot of her store to prevent animals from getting locked in cars. Efficiency. Kita has no room in her life for wasted time and effort. If it’s not going towards making her life better or the world a better place, it gets tossed. Forward-thinker. Kita’s business wouldn’t have gotten to where it is today if she wasn’t always looking ahead. She has an eye for innovation, and admires those who are self-motivated. 12
A day in the life: 7:00am Wakes up to the alarm on her Samsung smart watch. 7:15am Feeds her dog organic pet food and prepares her children for school. 7:25am Makes a fruit smoothie for breakfast. 7:45 am Takes her kids to school in her 2012 Fiat 500. 8:00am-5:00pm Manages her own local natural grocery store. 6:00pm Arrives home and changes into her Life is Good t-shirt. 7:00pm Takes her wife and kids out for frozen yogurt 10:00pm Watches the local news while checking email on her iMac.
Humorous, passionate, argumentative, involved, healthy, empathetic, liberal, independent, enthusiastic, respectful
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Typography The following typography will be used in all publications, both virtual and print. The fonts were chosen to visually reinforce our company values of homegrown and sustainability. The slab-serif font Archer mimics a typewriter font, but in a modern way. This sybolizes that our company is mixing old school methods, like sourcing locally and hand-production, with forward thinking ways of conducting business, like putting profits toward the greater good of the world, rather than the greater good of a bank account. The sans-serif font Helvetica is used for body copy for its readability and sense of professionalism. While our company loves to have fun, we consider what we do extremely important and we take it seriously. Helvetica placed against the logotype and headline fonts creates the perfect balance of efficiency and lightheartedness.
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At Esto Lepti Headline 1, Archer, semi-bold, 28/26
Occulparum
Ma cus, simincilit aborit verem quae dolorum quatemp erumque volo beatius, aut apel eatquae debis aut dem fugiti odiore moluptio con esenis rehenis nectat.Hitam expero mincto to blabo. Ore, Um apedisita quo eossitat vel ium sumquod ipsam, omnimusam ium rem utemque rerore sante sum cuptaqui cus magnis nis pos earum nonsediti con reheniasNonsequunti vent rerovid Body copy, Helvetica, regular, 9/11
Headline 2, Archer, medium, 28/26
Upiendae vo Headline 3, Archer, light, 28/26
Lit laboriatemos
Subhead, Archer, medium-italic, 24/28
Sunt a voluptaeped Subhead 2, Archer, medium, 22/24
Ibeatibus denditio molorem odignis tisqui Chart label, Archer, semi-bold, 18/21
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Bulleted body copy, Helvetica, CE bold, 11/13 Ma cus, simincilit aborit verem quae dolorum quatemp erumque volo beatius, aut apel eatquae debis aut dem Emphasis body copy, Helvetica, CE Oblique, 9/11
Hilibus rehent. Cum fuga. Udaere,Idissint. Nam non neces esequas maximos exerem harum utem. Note text, Archer, medium, 12/14
Ibeatibus denditio molorem odignis tisqui autIt qui ut rem quas soluptatur? Quis que pa ver Chart text, Archer, medium, 12/14
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Icon Library
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Icons are essential for communication. Our icons were created by hand, just like our products. They are easily understood but still show the imperfection of the human hand, which makes our consumer feel like a real person is responsible for their creation, rather than a machine.
Link to connect via Twitter.
Icon for water conservation projects.
Icon for local environmental efforts.
Recipe icon signifying how many honey sticks are needed.
Icon for bee habitat conservation efforts.
Link to connect via Facebook.
Icon for global environmental efforts.
Link to connect via Tumblr.
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Logotype & Mark
Our logotype and mark were created to reinforce that our product comes directly from nature. The hand-drawn outlines of the mark emphasizes that our product is created in the most sustainable way possible, no machinery, no factories and no pollution. The type evokes a whimsy sense of fluidity. Which is a nod to the literal fact that our product is fluid, but also indirectly represents the unpredictable path of a dancing bee.
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Logo, 3 in Yellow(0,17, 78, 0) Orange (0,40,100,0)
Logo, 1.5 in Yellow(0,17, 78, 0) Orange (0,40,100,0)
Logo, .75 in Yellow(0,17, 78, 0) Orange (0,40,100,0)
Logo, 3 in
Logo, 1.5 in
Logo, .75 in
Type, 3 in Orange (0,40,100,0)
Type, 1.5 in Orange (0,40,100,0)
Type, 3 in
Type, 1.5 in
Type, .75 in Orange (0,40,100,0)
Type, .75 in
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Mark, 3 in Yellow(0,17, 78, 0) Orange (0,40,100,0)
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Mark, 1.5 in Yellow(0,17, 78, 0) Orange (0,40,100,0)
Mark, .75 in Yellow(0,17, 78, 0) Orange (0,40,100,0)
Mark, 3 in
Mark, 1.5 in
Mark, .75 in
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Stationery Our stationery set was designed to be adaptable to any type of paper because when using recycled paper products, you never know what you’re going to get. Our customers and business partners enjoy speculating what our mailing labels and note cards could have been in past lives- music posters, shopping bags or maybe even a forgotton classic novel.
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Losing the excess Our revolutionary design that incorporates an envelope and a letter into one piece eliminates more than 40% of our paper usage each year.
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In Board This collage was created to the set the overall mood of our brand. Nature is our inspiration for everything that we do, so appropriately, nature is the star of the show here as well. Our brand is heavily influenced by natural textures and shapes. Whether it be a hemp woven sack or eroded wood on the side of an abandoned structure. Our consumers share the same passion for the outdoors as we do, so they can easily find the beauty in the simplest of things.
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Grid System Our grid system was designed using inspiration from the golden ratio, which is applied in almost every natural form. Bees specifically use the golden ratio with the balance of males to females in their hives, and their bodily composition is weighted exactly proportional to 1.6. This phenomenon inspired us to create a visual hierarchy with the same balance.
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Interactivity
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Our homepage was designed to reflect our sustainable efforts. By using recycled textures and materials, a sense of naturalism is evoked. The hand-torn effect is a nod to our hand-made products and creates a light-hearted, downto-earth sensation that resonates with our customers.
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