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Inside The Difference

The Difference Story Positioning and Mission Statement Messaging Brand Pillars Key Words User Profile

Mood + Inspiration Logo

Logo Usage

Typography

Fonts Hierarchy Type Elements Usage

Elements Color Graphic Usage

Application Photography

The images used are not owned nor are they represented to be owned by helium creative, inc., they are merely examples of the type and quality of photographs and images to be used in the client’s final product. helium creative makes no representations nor warranties of ownership and expressly denies they have a right to use said image for anything but examples of the type and quality of images representative of the quality of the work produced.

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Brand Guidelines This Brand Book is intended to guide internal and external teams in the proper management and implementation of all forms of brand communication. The key is consistent visual and verbal representation of the brand to portray its strength, integrity and help maintain trust with our company, customer, and community. helium creative

The following guidelines serve to lay the foundation of our company, as well as outline how to properly and cohesively illustrate who we are, what we do, why we do it, and how to make it happen.

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The Difference What makes the brand unique? How are we going to stand out from the herd? The positioning statement, mission, and overall values help define who you are and why you do what you do unlike anyone else. helium creative

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Angie’s sets the standard as a boutique, plant-based epicurean concept that bridges the gap between a refined designer brand with a curious and whimsical aesthetic, within the gourmet, health food industry. A brand that sets itself apart not only with the quality of food and product hand made by plant-based chef, Angela Fernandez, but also with it's elevated approach in the market place with a keen focus on design, customer experience and presentation. Angie's Epicurean additionally sets itself apart with Angie's own passion and dedication to curate elegant, memorable moments for her customer.

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the difference [brand story]

BRAND STORY The story is the foundation of a brand. Not only does is give a general understanding of who the company is, but also helps to set the groundwork for showcasing what the unique positioning and selling point are. The story should be used as a sounding board for future marketing materials, which should evoke a similar emotion, feeling or energy.

While the brand story is an ethereal piece to narrate the essence of a brand and capture it's spirit and background, it can also be used discerningly for brand materials. helium creative

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Angie’s is an epicurean market of specialty ice cream and uncommon delights made from the finest organic, raw material.

Styled to reflect vibrant colour, a curious collection of flavour, and novel design, our gourmet fare is constructed from scratch

by Artisan de Cuisine, Angela Fernandez. For the curious and conscious taster, Angie’s is dedicated to intriguing the palate with confections made with love.

A desire to charm the world with outré delights, Angela Fernandez channeled a passion for gourmet, plant-based cuisine to form Angie’s Epicurean. An ode to classic European treat parlours met with modern whimsy and smart sophistication.

A taste emporium where one can savour traditional favourites or seasonal flavours inspired by natural ingredients.

Angie curates each signature treat, gift and fare to communicate an epicurean market sharply focused on beautiful design and the purity of natural flavour. As a purveyor of fine delights, Angie’s is focused on impeccable quality and execution. Exterior aesthetics are as essential as interior integrity, with keen observation to inspired detail, style and taste.

All organic, plant-based ingredients are balanced by a refined rebellion toward traditional treat shoppes. Angie’s emblazons a concept where one savours with their senses, where experience is rich as taste and effortless as design.

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the difference [positioning statement]

For those who enjoy fine desserts and gourmet, feel-good alternatives, Angie’s is a purveyor of specialty ice cream and epicurean delights made with organic ingredients and super foods. Owner and plant-based chef, Angela Fernandez, designs each dessert and gourmet product from scratch with a health-oriented focus; catering cross-market to all dietary needs, including: kosher, vegan, dairy-free, gluten-free, soy free, non-gmo and plant based. Partnered with international franchiser, Dylan Finger, the Angie’s franchise offers superior flavour, quality and culinary artisanry in a design-forward environment.

POSITIONING The positioning statement defines what makes a company unique in the industry and is used to collectively understand the brand ‘niche’ or position. It is the foundation for all additional messaging and materials. The position answers three questions: Who are we targeting? What does the company offer / problem do they solve? How does the company offer a unique vantage over competitors? In short, what foot is leading and why is that footing unique? helium creative

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Angie’s charms the curious and conscious taster with uncommon ice cream and epicurean delights. We believe the experience of taste is best savoured with the experience of beauty. As so, our gourmet confections are constructed from the finest organic, plant-based ingredients and purveyed in an environment of exquisite style and design.

MISSION STATEMENT The mission statement communicates the goal and passion of a company. It is a ‘romantic’ statement based off the positioning statement. In it’s essence, the mission addresses the WHY and WHO. Who is the brand and why does it exist? What is the company’s reason for being? Mission statements can vary. Some are more robust and factual, others are short and ethereal. Often times a mission statement is shared on a company website, expressed to clients, etc. It is not strictly an internal statement like the positioning.

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key messaging

FOR THE

ODD

BIRD.

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- Uncommon ice cream - For the odd bird - For the curious & conscious - Gourmet inspired treats - Stay curious

ADDITIONAL MESSAGING Additional messaging is used for future marketing materials, campaigns and brand deliverables to further communicate the story, core objectives and company intent. These statements can be the start of a full concept or used independently for stand alone items and collateral.

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the difference [values]

BRAND VALUES The pillars of your brand are the deep-seeded truths that your brand embraces every single day—culturally, emotionally, physically. It’s what you want people to know about who you are. helium creative

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Curious:

Angie’s ignites curiosity with whimsy, texture, colour and taste. We aim to pique interest, compelling customers to inquisitively explore our product, story and brand experience with wonder. Angie’s curates new, intriguing flavour profiles and product design for continued intrigue so customers can always anticipate the uncommon.

Epicure:

We are a purveyor of gourmet confections and specialty ice cream made by our Artisan d’ Cuisine, with a keen focus on innovative flavour, taste and materials. We procure highend, uncommon products that delight, excite and intrigue.

Plant-based:

All products are designed by our plant-based chef and founder, Angela Fernandez. Angie’s is 100% plant-based, organic and dietary inclusive: kosher, vegan, dairy-free, gluten-free, soy free, non-gmo.

Delight:

The satisfaction of our client is always priority. Angie’s aims to fulfill cravings for the delightful, as well as a desire for a sensory experience in a curious environment.

Uncommon:

We take pride in purveying innovative, unexpected flavours using plant-based ingredients that are truly unique.

Smart:

Fashion-forward, with imperial focus not only toward culinary presentation and taste, but to brand experience – where style, design and visual communication is always sharply on-point.

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the difference [key words]

Epicure Epicurean Designed Styled Constructed Uncommon Curious

Made from scratch Spirit Concept Smart Collection Delight Inquire

BRAND WORDS Key words can help describe, identify or empower a brand. They are used to discuss the brand internally or to market, whether in sales collateral, messaging, PR, social media, or any other platform. Brand words help describe the feeling, mood and story of the brand or product. helium creative

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SPELL WITH OU

Outré Novel Palette Charm Purveyor Confection Emporium

Colour Favourite Flavour Labour Splendour Honour Savour Parlour

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user profile

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The Curious Trend-setter The Angie's customer is as diverse as the product. From individuals focused on a plant-based lifestyle to those who simply want a delicious, novel dessert; there is no limit to who Angie's caters to.

At our core, however, we speak to a very specific customer. Our general target is female, age 20 - 45 who is fashion-forward, health-conscious, adventurous and always curious. She loves to travel, explore and experience new opportunities wherever it may lead. She is financially comfortable, but not overly wealthy by any means.

While our customer is conscious of what she puts in her body, she also loves to indulge in treats because she believes you should always treat yourself in life. She is confident, active, creative, attentive to others and the world around her.

YOUR CUSTOMER It is crucial to understand our customer to know who the brand is speaking to, and how to effectively communicate strategic objectives, messaging and brand deliverables. The following statement outlines who are target market is.

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MOOD + INSPIRATION: Angie's is an overtly feminine brand with a strong representation of pink.

There are gray tones used to balance or ground the feminine aesthetic. In general, Angie's is largely inspired by old world European design, attention to detail and curated experiences. Textures should lean to the organic, while imagery and color should feel inspiring and approachable. Floral images, striking gold accents, whimsy and sophistication are balanced with an emphasis on designer details and creative accents to spark curiosity.

A slight infusion of quirky elements, such as the Odd Bird, or additional images/phrases help lighten the mood.

The following pages serve as a mood board for Angie's Epicurean.

Mood + Inspiration The tone + style of the brand is woven throughout all advertising, promotional, and brand-related material. These visual references offer insight into the mood of the company and how the market will perceive you. helium creative

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Logo

FINAL LOGO

Your logo acts as a symbol for the brand. It is the first impression, the subtle and unique visual communicator that sets the initial tone for the company. This mark has the longevity to withstand time, along with the simplicity to effortlessly complement the brand.

The Angie's logo is elegant, modern and feminine.

A typographic mark with further supporting elements, Angie's logo is always intended to be beautiful in its simplicity and stand on its own.

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logo [proper logo usage]

PROPER LOGO USAGE To maintain consistency of your brand and integrity of the logo proper usage must be followed.

The following outlines proper logo usage.

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logo [proper logo usage]

LOGO COLOR The logo has defined brand colors to create interest and sophisticated contrast, these pages showcase the only logo color usage allowed. helium creative

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logo [proper logo usage]

TAGLINE HORIZONTAL The tagline has a strategic lockup when used. For scalability, when the tagline becomes too small, it can be used underneath the logo at an appropriate size. helium creative

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logo [proper logo usage]

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LOGO ON BRAND ELEMENTS + PHOTOGRAPHY When the logo is used over any photography, image, pattern or color, it is important to make sure there is clear space for it to reside. No distracting backgrounds, patterns or textures.

Use these examples or any other examples throughout this book as a guide.

The logo cannot stand against busy backgrounds, so be mindful of selecting an image that allows space for it to shine. If necessary, you can scale or manipulate the photograph to give the proper breathing room. Color contrast is also important, making sure the logo is against a background that does not distract or blend in.

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logo [proper logo usage]

80 px .85”

SCALING

SCALING FOR DIGITAL

The logo can be scaled to a minimum size of .85” wide for printed material.

The logo can be scaled to a minimum size of 80 px wide for digital material.

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.5" safe zone

PADDING Allow for at least .5" around the logo for appropriate clearing when placing an image or text near the logo. Text can easily compete with the logo and interfere with it’s strength.

Ample white space is always preferred.

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logo [improper logo usage]

IMPROPER LOGO USAGE It is easy to ruin a good thing! Don’t let your logo fall victim to inconsistent handling.

Always maintain proper guideline standards.

The following outlines improper logo usage.

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ADDING ELEMENTS

SKEWING THE LOGO

Adding other graphic elements such as strokes, outer glows or drop shadows are not permitted.

The logo must always be scaled proportionately.

Never skewed or stretched.

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EPICUREAN

ALTERING THE LOGO

CHANGING COLOR

ALTERING FONT

Don’t mess with a good thing! Let it be. No playing with sizing, scale, composition, etc.

No weird colors, please! Stick to our brand colors and proper usage. Keep it classy.

The logo must always maintain its integrity.

Do not change the font please!

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logo [improper logo usage]

LOGO ON BACKGROUND When the logo is used on any photography, image, pattern or color, it is important to make sure there is clear space for it to reside. No distracting backgrounds, patterns or textures. Use these examples as a guide of what not to do.

PHOTO IS TOO BUSY AND DOES NOT OFFER ENOUGH CONTRAST TO SHOWCASE LOGO. USE A DIFFERENT CROPPING OF IMAGE. helium creative

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FIND CLEAR SPACE IN PATTERN TO GIVE MORE CONTRAST TO LOGO. IT SHOULD NOT HIT WHITE SPACE.

NOT ENOUGH CONTRAST WITH COLOR. USE DARK LOGO INSTEAD. Angie’s Epicurean // Brand Guidelines

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KUDRYASHEV HEADLINE SANS Kudryashev Display is a sanserif headline tyepfaced used for Angie's that has range of light and high-contrast. The graceful nature of the typeface, along with carefully designed details, allows to use it in large point sizes, for example in magazine layouts, packaging design and in many other ways. The serif styles were designed by Olga Umpeleva in 2011, the sans styles were created by Isabella Chaeva in 2015 with the participation of Alexandra Korolkova. The typeface was released

by ParaType in 2015.

KUDRYASHEV HEADLINE SANS

Typography Brand typography is broken down to illustrate how to use the proper type formatting and font selection for various uses. helium creative

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KUDRYASHEV HEADLINE SANS

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * () _+={}

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typography

BERTHOLD AKZIDENZ GROTESK Akzidenz-Grotesk is a trademark of Berthold Types Limited, first published in 1898. It is a classic, modern typeface with distinct features and bold appearance that acts as a great supporting typeface for Angie's.

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AKZIDENZ LIGHT EXTENDED

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BERTHOLD AKZIDENZ GROTESK CHARACTERS

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@ # $ % ^ & * ()-_+={}

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typography

BASKERVILLE Baskerville was developed in the 18th century

by John Baskerville (1706–1775) by John Baskerville. Baskerville Regular is used for Angie's body copy, as for its ease and readibilitiy.

Inconstrast, Baskerville Italic can be used for strong supporting text.

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BASKERVILLE REGULAR ITALIC Baskerville Regular

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BASKERVILLE REGULAR

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@ # $ % ^ & * ()-_+={}

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typography (hierarchy) [hierarchy]

HEADLINE Kudryashev Headline Sans 0 pt tracking Suggested all caps

DISPLAY Kudryashev Headline Sans 0 pt tracking Suggested all caps

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DISPLAY HEADLINE

SUBHEADLINE Berthold Akzidenz Grotesk Extended Light/Medium 200 pt tracking ALL CAPS

SUBHEADLINE

SUPPORTING Baskerville Italic 40 pt tracking

SUPPORTING

BODY COPY Baskerville Regular 0 pt tracking Suggested leading: 2.5 pt < font size

Body Copy

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DISPLAY

SUBHEADLINE

- TYPOGRAPHIC ELEMENT - SHORT STATEMENT - PRIMARY SIGNAGE - MAIN BRAND ELEMENTS

- SU BHEADLINES - SU BTITLES - S U P P O R T I N G I N F O R M AT I O N - SECON DARY/ M I N I MAL SIG NAG E - WE B S ITE B UT TO N S

HEADLINE

BODY COPY

- PRIMARY HEADLINE

- All large bodies of text

- SECTION TITLES - PRIMARY INFORMATION

TYPOGRAPHIC HIERARCHY Typographic hierarchy showcases the prominence of typography in application. The following pages list the various type treatments, suggested usage, and intended format for each.

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Elements Color, texture, and supporting accents each help to communicate the brand language and enhance the brand experience. They are used interchangeably, but never all together.

These additional elements help breathe life into your brand. helium creative

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PANTONE ® (C & U) The proprietary color matching system used in printing to create inks and maintain color integrity; the Pantone numbers listed refer to the Pantone Matching System.

Pantone C is listed for coated paper, while Pantone U is listed for uncoated paper.

RGB [Red, Green, Blue] – the method by which video monitors and projectors display color; the numeric values listed refer to the amount or intensity of red, green, and blue in each of the colors.

CMYK [Cyan, Magenta, Yellow, Black] – also referred to as “process colors,” the method by which images are printed using cyan, magenta, yellow, and black. The specific numeric values refer to the percentages of each of the four process colors.

HEX (#) The colors used in display devices [PC monitors and scanners]; the numeric values listed refer to the amount or intensity of red, green, and blue in each of the colors.

COLOR The Angie's palette is a refined balance of feminine and masculine. The primary tones are pink and gray, supported by a light pink, white and gold.

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elements [color]

PINK Pantone 2043 RGB 234, 196, 210 CMYK 1, 23, 0, 0 HEX #EAC4D2

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CHARCOAL Pantone 446 RGB 63, 68, 67 CMYK 71 53 55 53 HEX # 3F4443

GRAY Pantone 5315 RGB 216 215 223 CMYK 11, 9, 0, 0 HEX #D8D7DF

GOLD FOIL: Luxor 28573 NO CMYK or RGB equivalent Not to be used other than foil or metallic.

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100%

90%

80%

70%

60%

50%

40%

30%

20%

TINT A color tint can be used to work with an overall composition and create contrast or monochromatic imagery. Tints are not meant to be used on the logo.

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elements [peacock]

PEACOCK Angie's peacock is a custom icon created to further the identity system. It can be used in either white, pink or gray. The peacock likes to be big, bold and cropped in a composition, or petite and beautiful on its own! It can be paired with the logo as well. helium creative

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elements [design]

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EMBLEMS The Angie's seal is a combination of the tagline and date of establishment. It is used as a design element on materials but best not paired with the Angie's logo already containing the tagline.

MADE WITH LOVE SIGNATURE The Angie's Made With Love signature is a sweet accent that adds a personalized touch. This element is used to compliment a design, but not dominate or be over used.

DIETARY FEATURE The dietary benefits of Angie's Epicurean are proudly featured on products and signage. The main vertical and horizontal formats are to be used solely.

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elements [design]

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FLORAL PATTERN An identifying asset to Angie's Epicurean is the incorporation of floral patters and imagery. These specific flower elements, both shown on this page and additionally provided for use, are approved elements to create texture and beauty to the Angie's brand. Floral design is used both in printed and digital materials, but also incorporated into interior design and supporting brand visual display communication.

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elements [mock up]

Application The following pages showcase both concept and approved brand materials.

They can be used as visual reference for future brand materials. helium creative

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elements [mock up]

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elements [mock up]

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elements [mock up]

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elements [mock up]

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elements [mock up]

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elements [mock up]

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OVERALL STYLE Photography styling of Angie's Epicurean is clean, minimal and thoughtful. Main categories include: Customer Experience, Product, Texture. Photographs will always feel candid, while balancing a refined, yet approachable mood.

Photos will never appear overly posed or like stock.

The following pages overview general styling and concept.

Photography Photography helps tell your brand story, bringing all ideas and tones together to evoke an emotion and connect to the consumer. The style of photography, photo selection, and consistency of images is important for brand standards. helium creative

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photography

CUSTOMER These images showcase the heart and soul of the the Angie's experience.

Engaging interaction with the product, storefront, and environment. These images should be dynamic, inspiring, and candid. Brand colors are woven throughout, whether in clothing, product or environment. helium creative

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photography

PRODUCT Product images showcase Angie's ice cream and other delights in thoughtful, creative compositions. Imagery should be as intriguing and artistic as the product itself, but never overly styled. Clean backgrounds, along with brand colors and soft focus will communicate the elegance of Angie's. helium creative

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photography

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photography

TEXTURE Texture and abstract imagery is used to further brand communication. Creative compositions and artful moments will illustrate product, flavors and overall brand experience. These are images of flowers, ingredients, environment.

Photographs should not be literal, but intentionally cropped and composed to spark curiosity. helium creative

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