Brandbook

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