Branding / 2020 / 10 / 08
studio 4 HYPER ISAND
BRIEF - Be Brave -Think outside of everything you have ever thought of - Punk, Rebel - Not childish - We want to reach more people, we want to make them change themselves
Original brief / HIGHLIGHTS
Design process / DE-BRIEF
Our mission to create tools for RSCUED to effectively tell their story with their unique voice and unified visuals, in order to connect with their stakeholders and get them involved in rescuing all produce.
YOU TODAY
You today/ BRAND IDENTITY
”INTE ENS FRUKT SOM VI MED BLOTTA ÖGAT ANSER KANSTÖTTA. DET. ÄR. SJUKT!” – Rscued Crew
Childish Light Fancy Suburban Different styles
Design process / HIGH LIGHTS
RESEARCH & IDEATION
You today / CHALLENGES
- The brand doesnt communicate the mission clearly - Customers don’t see RSCUED as bold or punky, more as fancy - The brand elements are not unified visually or in meaning
WHAT RESCUED SAYS AND DOES
WHAT A CUSTOMER EXPERIENCES
- The logo itself is quite static and feels fancy - The handwriting and illustrations feel childish - The graphic elements on collaborative products dosen’t feel unified
WHAT RSCUED ACTUALLY IS BUT NOT SHOW TODAY
Design process / KEY INSIGHTS
”JUICE IS WHERE IT STARTED NOT WHERE IT STAYS.” – Studio 4
It´s about the brand not the juice
TABLE OF CONTENT THE WHY
1
THE WHAT
2
THE HOW
3
Brand essence MANIFESTO WHO WE ARE CORE VALUES TARGET AUDIENCE TONE OF VOICE
Brand identity COLOR MOOD COLOR PALETTE TYPOGRAPHY LOGO SKETCHES LOGO SYSTEM PATTERN ILLUSTRATIONS PACKGING Brand activation DIGITAL PRINT ADS GUERILLA MARKETING COLLABORATIONS
THE WHY
1
Brand essence / MANIFESTO
Hey! 30 percent of all fruit and veggies are discarded. Just because those poor guys don´t follow society beauty standard. RSCUED are about to stop this food waste madness. Our mission is to rescue edible fruit and veggies that are about to be thrown away and make it into new supreme products. We promise to keep going until it all ends up in a stomach and not a trash can. We seize every opportunity to rescue fruits and veggies. We are a skilled crew who sort, evaluate and process everything we rescue with our bare hands. We produce whatever product that comes to mind. Doing both our own products and collabs with like-minded companies.
MANIFESTO
Wanna hack the system with us? We´re always up for new collabs and growing our network of fruit rescuers. We strive for honest friendship and strong partnerships. Step up your game and join the RESCUED mission! RSCUED EXISTS TO REDUCE FOOD WASTE
– RSCUED CREW
Brand essence / WHO WE ARE
The punk subculture dislikes authority. It makes its own rules and chooses a different path than the norm. The rebellious view on society is portrayed through diverse forms of visual expressions that stands for freedom honesty and a do-it-yourself attitude.
”TO BE BAD IS GOOD BECAUSE TO BE GOOD I SIMPLY BORING.” – Malcom McLaren, Sex Pistol
PUNK
Brand essence / CORE VALUES
BOLD
REBEL
CASUAL
SUPREME
FREE SPIRIT
HAND MADE
SUSTAINABLE
MISSION DRIVEN
EASY TO CONSUME
FREEDOM
HONESTY
We are rebellious. Because we challenge the industry. Our products are from rescued fruits and vegetables. Produce that don’t follow social beauty standards we rescued.
We want action. Showing the industry and consumers we togheter can make a turnover of the system. This by honest, transparent communication. We can talk open that our products follow The Global Goals number 12.
DO-IT-YOURSELF We rescue produce that doesn´t follow social beauty standard, and make it into new supreme products. We do it ourself, with our bare hands. We give you hand made but not old fashion, more in punk way.
Brand essence / TARGET AUDIENCE
TARGET AUDIENCE
47% wont date someone who doesn’t recycle Use social media to to document their lives Shop often and little at a time
THEY VALUE
THEY BEHAVE Spend 44% of their foodbudget eating out!
The main target audience are people between 20 & 40 who live in cities and consider themselves concious consumers. 83 % of this age group are expecting brands and retailers to become more sustainable and are prepared to vote with their wallets.
Value meaningful
healthy and experience based services over material belongings Choose smaller brands that share their values and fit their image Demand sustainability inclusivity and diversity! Put great value on brand honesty transparancy and back story
Brand essence / TONE OF VOICE
Brand book
END CUSTOMERS
STAKE HOLDERS
DO’S
DON’TS
DO’S
DON’TS
Superb products
High-quality or premium
Sustainability
Blaming
Casual pronunanciations
Abbreviations and emojis
Cost efficiency
Brag of your service
Spoken word
Childish or try to be cool
Attracts millenials
”Down with the kids”
Use apostrophe
Write out words
Reliability
Missionaries
Talk about the system
Bad mouth companies
Snarky sense of humor
Rude or mean
Madness, crazy
Sickness, wrong
Brand essence / TONE OF VOICE
DO’S
DON’TS
THE WHAT
2
Brand identity / MOOD BOARD
”OUR HEART LAYS IN THE MISSION RATHER THAN THE ACTUALY PRODUCTS.” – Rscued Crew
Cold Dusty morning / sunset lightning Not fancy In the moment Clean
Brand identity / COLOR PALETTE
PRIMARY COLOR
PMS RGB HEX CMYK
The primary colours form the foundation of the brand. The use of this colours are mandatory in every project.
PMS RGB HEX CMYK
Cool Grey 1C 217 217 214 D9D9D6 10, 7, 5, 0
Black 6C 217 217 214 000000 0, 0, 0, 100
FADE AWAY / THE SLITS
TONIGHT / KSMB
Newspaper gray is the color of recycled paper. It represents low cost, unfiltered publications like art scene zines and through that freedom of thought. It doesn’t claim to be pure or pristine, but it is honest.
Black is the colour of ink, statements and the written word. It can be informative or aggressive depending on the background, type and size. When you want to say something, you say it in black!
HOLIDAYS IN THE SUN / SEX PISTOLS
PMS 100 C RGB 246 235 97 HEX F6EB61 CMYK 100, 61, 32, 96
CHERRYBOMB / THE RUNAWAYS
PMS RGB HEX CMYK
HAVANA AFFAIR / RAMONES
PMS RGB HEX CMYK
HEART OF GLASS / BLONDIE
PMS RGB HEX CMYK
290 C 155 203 235 9BCBEB 38, 4, 0, 0
STAY FREE / THE CLASH
PMS RGB HEX CMYK
236 C 241 167 220 F1A7DC 1, 0, 70, 0
2635 C 197 180 227 C5B4E3 21, 27, 0, 0
317 C 177 227 227 B1E4E3 26, 0, 6, 0
SECONDARY COLOR This colors are going to vary depending of the project. The use of this colours could be applied in different ways. The neopunk is a Punk descendent. Colors used in clothes, Mohawks, clothes and fanzines. We picked up the respresentatives colors to make you feel the rebellious movement.
Brushile is a handmade font from real brush. Even though its natural character it has a bold touch. Brushile adds a “punky” handmade feeling to Rscueds brand identity. Prefarble Rscued use it for product packaging, headlines, quotes and short statements.
Brand identity / TYPOGRAPHY
Aa Aa A A SAN FRANCISCO REGULAR ABCDEFGHJKLMNOPQRSTUVWXYZÅÄÖ abcdefghjkmnopqrstuvwxyzåäö 1234567890 !”#€%&/()=?
SAN FRANCISCO BOLD ABCDEFGHJKLMNOPQRSTUVWXYZÅÄÖ abcdefghjkmnopqrstuvwxyzåäö 1234567890 !”#€%&/()=?
SAN FRANCISCO REGULAR IS OUR PRIMARY FONT
BRUSHILE SOLID ABCDEFGHJKLMNOPQRSTUVWXYZ abcdefghjkmnopqrstuvwxyz 1234567890 !#%&/()
BRUSHILE REGULAR ABCDEFGHJKLMNOPQRSTUVWXYZ abcdefghjkmnopqrstuvwxyz 1234567890 !#%&/()
The font was first released to developers on November 18 year 2014 to improve the reading on displays. The shape stands for innovation and it’s easy way to read it. It stands for the new generation – the new punk that eats computers and smartphones for daily basis. Therefore it fits in what RSCUED. It belongs to the sans-serif family. Designed by Apple.
Brand identity / LOGO SKETCHES
Brand identity / LOGO SYSTEM
ORGINAL LOGO
COLLABORATION BRANDING
FRUIT STICKERS
30%
Of all fruits are thrown away.
30%
Of all fruits are thrown away.
30%
Of all fruits are thrown away.
30%
Of all fruits are thrown away.
30%
Of all fruits are thrown away.
30%
Of all fruits are thrown away.
Brand identity / LOGO
Brand identity / PATTERN
Brand identity / ILLUSTRATIONS
SYMBOL
Brand identity / PACKAGING
Brand identity / PACKAGING
THE HOW
This is a campaign aims to, in a fun way, draw parallels between the beauty standards of human bodies in social media and the beauty standards of fruit. It puts the fruit in the context of instagram as if it was pretty influencer. Then you are asked to swipe left to see �the reality� which can also be pretty tasty.
Brand activation / DIGITAL
Brand activation / PRINT AD
This campaign can also be visible on posters in urban environment that will give a link to band posters and concerts, linking back to the punk vibe we want to communicate.
Brand activation / GUERILLA MARKETING
RSCUED is not a traditional company, and so shouldn’t our marketing be either. Creative events with edge. Activate your audince and try out new ways for interacting.
Brand activation / GUERILLA MARKETING
To keep a rebellious tone of voice through your marketing. We propose to a guerilla campaign that is meant to bring awareness to the food waste problem while creating awareness for your brand. The Idea of the campaign is to create stickers that will be put on the fruits in stores. The stickers portray a hand doing the stop sign in the different iconic colors of RSCUED.
When the Stickers are peeled of they reveal the message of fruit waste. When customers see your drinks in the fridges they are displayed together with signs in the same color and with the same messages as the fruit stickers. The aim of the campaign is to position yourself as a rebellious brand and to plant a small seed for your stakeholders to remember the food waste problem.
Brand activation / COLLABORATIONS
Availability is a huge part of Brand awareness. Partnering up with already strong positioned brands will help Rscued to be available everywhere. By being a modern brand who attracts millennials, collabs would give value to traditional brands in staying relevant. Everyone should want to join RSCUEDS mission.
BRAND BOOK Fall 2020
Q&A