Plant Intention Brand Guidelines

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Inside Logo

Logo Usage Logo No No’s

Typography

Fonts Hierarchy Type Elements Usage

Elements Color Graphic Usage

The Difference

Story Positioning and Tagline Mission Keywords

Language

Brand Words Language Statements

Mood + Inspiration 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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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 Plant Intention logo is a modern typographic mark that implies the beginning of a dialogue about ones own intentions.

A mark that represents more than a brand, but also an action.

This logo is simple in its aesthetic, but powerful in presence.

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logo [proper logo usage]

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

The following outlines proper logo usage.

COLOR The Plant Intention logo is used only in solid black or white variations. helium creative

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logo [proper logo usage]

VERTICAL LOGO As an alternative to the main horizontal logo, a vertical version is provided for use when needed. This logo version comes secondary to the main logo. helium creative

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PI: The pi: icon is a mark used in place of the logo. It is an ideal representative for the brand, and can stand alone.

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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]

.47”

.75”

.12”

77 px

125 px

SCALING The stacked logo can be scaled to a minimum size of .47” wide for printed material. The main logo can be scaled to a minimum .75” wide. The pi: mark can be scaled to it’s smallest size of .12” wide. helium creative

SCALING FOR DIGITAL The stacked logo can be scaled to a minimum size of 77 px wide for digital material, with the main logo used at a minimum of 125 px wide.

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1.5” text safe zone

image safe zone

PADDING Allow for at least 1 proportional colon mark around the logo (whether stacked of main) for appropriate clearing when placing an image near the logo. Allow for a minimum of 1.5” of space when placing text (mainly body copy) 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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PLANT INTENTION

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. helium creative

TOO BUSY / NOT ENOUGH CONTRAST. FIND AN AREA OF PHOTO THAT HAS MORE OPEN SPACE AND WILL OFFER A STRONG BACKGROUND.

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TOO BUSY, NEEDS MORE WHITE SPACE. SHOULD HAVE CLEAR AREA AROUND LOGO FOR VISIBILITY.

LOGO SHOULD NOT ATTACH TO ANY DESIGN ELEMENTS, RATHER IT CAN FLOAT WITHIN NEGATIVE SPACE. Plant Intention // Brand Guidelines

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typography

TT NORMS TT Norms is a modern, sans serif typeface with clear readability, perfect for Plant Intention’s main typographic system.

TT Norms Extra Light TT Norms Light TT Norms Regular TT Norms Medium TT Norms Bold

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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TT NORMS

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

ACUMIN PRO Acumin Pro is a stylized typeface used primarily for typographic design elements, such as call out words. You can see visual examples for Acumin usage in the Elements section of this guideline. Acumin offers a clear contrast to it’s partner, TT Norms, as Plant Intention’s sister font for typographic play and brand recognition.

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ACUMIN PRO CONDENSED

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EXTRA CONDENSED SEMI BOLD

ABCDEFGHIJKLM NOPQRSTUVWXYZ 1234567890 !@#$%^&*()-_+={}

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typography [hierarchy]

DISPLAY 1

DISPLAY 1 TT Norms Bold ALL CAPS *Completely custom usage, only used for scattered treatment

DISPLAY 2

DISPLAY 2 Acumin Condensed SemiBold 0 pt tracking (custom) Suggested leading: -7 pt > font size ALL CAPS

headline / medium

HEADLINE TT Norms Regular / Medium -20 pt tracking Suggested leading: 1 pt > font size ALL LOWERCASE

SUPPORTING / MEDIUM

SUPPORTING TT Norms Regular / Medium 80 pt tracking Suggested leading: 1 pt > font size ALL CAPS

Body Copy

BODY COPY TT Norms Light / Regular 0 pt tracking Suggested leading: 1.5-2 pt > font size

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FEED YOUR FUTURE HEADLINE

- headline - call out - title DISPLAY 1 & 2

Secondary headline type is used to add visual punch.

This typographic treatment is best used for brand words, categories, etc. It should be kept only to a single or few words. More on Display Type can be found under the Elements section.

HOW TO USE HEADLINES Display headlines are used for any showcased/primary call outs or headline typography. It is ideal for a single sentence, pull quote or strong statements that you want to stand out or pack a visual punch. Display usage is great against a photograph or high contrast background.

SUPPORTING

- SUBHEADLINE - MINOR CALL OUT

BODY COPY

- SECTION TITLES

- Main Body Copy

- SUPPORTING INFORMATION

- Listed Items / Ingredients

- DIGITAL BUT TONS

- Advertising copy

HOW TO USE BRAND TYPE Brand type is used to further the visual identity system.

Short, or statements that are customized HOWpunctual TO USEwords SUPPORTING HEADLINES to Secondary use. They add visual interest to a design and Display speak the headline type is used to contrast type and Plant Intention brand.

More information of these add visual punch. This typographic treatment isitems best used for can be found in the Elements section. etc. and is often paired supporting information, categories, with display headlines, body copy, buttons on web pages, contact and other minimal information. Supporting copy should be brief, kept only to a few words or short statements and quotes.

- Contact information

HOW TO USE BODY COPY Your body copy is what you will write letters with, format large areas of copy, display information about the brand or product.

Body copy is often large areas of text, or can be elongated sentences/short paragraphs.

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typography [usage]

OVERVIEW: These pages serve to show examples of typography usage for better understanding of hierarchy and application.

Varied samples of body copy and headlines are showcased to demonstrate the ratio of headline to body copy, as well as the importance of maintaining clear and legible body copy with appropriate leading and sizing.

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SUPPORTING TT Norms Regular Size: 6 Tracking: 100pt DISPLAY TT Norms Regular Size: 12 Tracking: -20

plant intention for the greatest you.

DISPLAY TT Norms Medium Size: 15 Tracking: -20 Leading: 16

INTEN

BODY TT Norms Regular Size: 11 pt Tracking: 0

I NG RE D I E NT S

BT 2 Acumin Extra Condensed SemiBold Size: 250 pt Tracking: -40

A wellness bar to raise your awareness and please your appetite.

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banana bread almond powder macadamia nut spirulina agave syrup organic banana

BODY TT Norms Light Size: 8.5 pt Tracking: 0 Leading: 12 Plant Intention // Brand Guidelines

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typography [usage]

BODY TT Norms Light Size: 8.5 pt Tracking: 0 Leading: 12 SUPPORTING TT Norms Medium Size: 8.75 Tracking: 80pt

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plant intention helps to manifest the greatest you for a greater world.

Faceruptatur aut volorae ea conet quas as endelli caepudam nectem imincip susdam nia diatibus, nonsequi od quae voluptio beatum ut aut esequi dolor as enihilliqui te magnam, omnis estio corem quam aut hilluptatum nobit et vendellatque pelit, sintiur modi consent autas aut que delit, simus as quae. Ollorem et, temporae magnis remporiam, quatur autatque porpore SUBMIT:

DISPLAY TT Norms Regular Size: 14 Tracking: -20 Leading: 16

ABOUT US

SUPPORTING TT Norms Bold Size: 13 Tracking: 100pt

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FOUNDER

SUPPORTING TT Norms Bold Size: 7pt Tracking: 80pt

FRANCESCA DAVIE CONTACT

954.610.7413 plantintention.com fdavie@plantintention.com

SUPPORTING TT Norms Light Size: 9pt Tracking: 20pt

BODY TT Norms Light Size: 8pt Tracking: 0 Leading: 9.5

954.555.5555 plantintention.com fdavie@plantintention.com

BODY TT Norms Light Size: 8.5 pt Tracking: 0 Leading: 12

DISPLAY 1 Acumin Extra Condensed SemiBold Size: 25pt Tracking: 0 DISPLAY 2 Acumin Extra Condensed SemiBold Size: 250 pt

SUPPORTING TT Norms Light Size: 8pt Tracking: 80pt

FRANCESCA DAVIE

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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 Plant Intention color palette is filled with colorful contrast against subdued hues. A sophisticated palette to communicate the luxury of service matched with vibrant tones that inspire and motivate, think inner child meets refined adult.

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elements [color]

BLACK Pantone Neutral Black RGB 0, 0, 0 CMYK 63, 62, 59, 94 HEX #000000

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WHITE RGB 0, 0, 0 CMYK 0, 0, 0, 0 HEX #FFFFFF

GRAY Pantone Cool Gray 1 RGB 233, 238, 233 CMYK 7, 5, 5, 0 HEX #E9E9E9

YELLOW Pantone 3935 U Pantone 3935 C RGB 251, 238, 232 CMYK 2, 0, 60, 0 HEX #FAEDE7

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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 Plant Intention logo.

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10%

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elements [graphic] [design]

GRAPHIC ELEMENTS

Graphic elements are used to further the brand identification and help to visually communicate it. These items can be used sparingly so as not to overwhelm or clutter a composition.

BRAND WORDS Bold words and letter formations create a strong identity system for Plant Intention. These words are primarily key-word based, such as: PLANT, INTENT, BOLD, DREAM, VISION, etc. They are short in length (letter count) and are used to create bold, high contrast designs. The Brand Type systems are only used for these treatments are customized for packaging, print or digital collateral.

When creating angles for BT 1 (TT Norms) we use variations of 20° angles ONLY for consistency. helium creative

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COLON The Plant Intention colon is a strong graphic element that is used to enhance an overall composition. It’s purpose is to subtly urge a customer to set their own intention. ‘Plant Intention’ becomes a statement, with the colon acting as the prompt to fill in your own intention.

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elements [graphic]

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REVERSE TYPE/PERSPECTIVE SHIFT Perspective is a massive component of the Plant Intention brand. We encourage rotating the logo in 20° angles, upside down, or vertically. When playing with perspective, it should not be overdone, but created in clever or subtle ways that work harmoniously in a composition. The goal is to spark curiosity with a customer, forcing them to take a second look and want to grab a marketing material, a package, a product, and flip it around to challenge their own perspective. In an ideal design, the composition could potentially be viewed easily at various perspectives. Use examples from this brand book or previous materials as a guide for this treatment.

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elements [graphic]

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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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Francesca Davie created Plant Intention as a means to offer a lifestyle shift for those ready to manifest their greatest self.

A plant-based nutrition bar founded on the idea that what we consume can relate to what we perceive. A single thought can bring forth new perspective, just as a single food can greatly affect the body. To create your best reality means to nurture the very vessel with which we experience that reality. Plant Intention is a seed of wellness, a way of caring for your body so as to ultimately plant your best intention.

There are moments in life that inadvertently lead to our greatest shifts. A rise in awareness where we quickly realize there’s no going back, there’s no other way to move than up.

For some, these moments come in the form of light, while for others it may be shrouded in darkness. The delivery is circumstantial. And the circumstance is merely a vessel to deliver awareness, clarity, and thus a closer unity with our best self. Sometimes we need a hand to hold, a guide to follow, or a force to shake up everything we know.

Plant Intention is handcrafted by Francesca using all plantbased ingredients and super foods. With a philosophy centered on planting intention for optimized well-being, Plant Intention is an everyday source of wellness to help fill you with the very building blocks of life. Those building blocks solidify a foundation to elevate the mind and release your infinite energy source. Because we all have the innate ability to create a life of abundance, love and joy; a life filled with purpose and intention, a life worth living not just existing. Plant Intention focuses on a lifestyle of minimalism, where whole food bars are made simply and made well, stripping away everything but what really matters.

We focus on substance, on a little bar with big dreams to get people excited about being themselves. To eat better so you can live better and feel empowered to do what you love and love what you do. Beyond nutrition and novel flavors, Plant Intention is a reminder that we have the power of choice, to choose what we put in our body and what we create with our mind.

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. Understanding the overall brand statements, key terms and language will help gain a strong grasp on who the brand is and what the differentials are.

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the difference [positioning statement + tagline]

Life is perception and we are creators. We have the choice to co-create with the universe, to hold a clear vision of the life we want to manifest and bright it forth. Plant Intention is a taste of clarity, a daily bite of intention to feed your future.

Simply existing for most of her life, Francesca faced her greatest shift during holiday in the South of France. While asleep one night, her home was invaded by intruders who pumped gas through the air vents to induce temporary paralysis to her and her family. Francesca awoke to find the intruders in her room and, upon discovering her conscious, they injected her foot with a substance that paralyzed her body but kept her awake.

She was forced to watch as her home was burglarized while her entire family was unconscious. Traumatized by the event and more so by the disbelief of investigators, Francesca felt alone in her experience as the sole witness. Months later while in university, Francesca awoke from sleep with hallucinations of her trauma, seeing the same event replay before her eyes while once again paralyzed in bed. It was then she began to understand the true power of the mind, of how we can manifest our thoughts and intentions. Her passion for understanding the Law of Attraction grew along with studies of Quantum Physics and spiritual leaders. helium creative

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In those moments of complete vulnerability, Francesca realized her thinking had been limited; consumed in our culture of social media, expectations and should’s. We surround ourselves with excess, with instant gratification in a three-dimensional world, where more often than not our eyes are wide shut. We’re blind to the infinite potential at our fingertips. Francesca set forth to not only awaken herself, but to inspire a sense of possibility, a movement that empowers people to live mindfully in the present without worry of the past or future, because all that truly exists is now. What lies ahead is ours to co-create with the universe and experience uniquely unto oneself. Think beyond what you see, what you perceive as truth, as physical matter. Because there is no defined path, we can choose to get off the grid, burst out of the box, and tap into our imagination. We can choose to fill our body with pure substance that promotes a clear mind, a mind that is open and able to plant seeds of intention. We can break the pattern of trauma, of negativity and restrictive thought, of a mind that is split between then and when. We can live boldly, loud and proud of exactly who we are right now in this moment – a creative and powerful being with the ability to manifest our truth.

“If I could disrupt the patterns,” Francesca says, “if I could shake people, show them there’s another way. For me it took being physically paralyzed and thinking I was going to die. But so many of us feel that in some way, at some point in our life. There’s no reason we need to accept life like that. No reason we need to play by someone else’s expectation for how life should be.”

But it’s a process, and Francesca believes that in order to live better we need to take care of ourselves completely. She crafted Plant Intention as a vehicle to inspire others along their journey down a new path. Plant Intention is a lifestyle, a movement, it is Francesca’s seed of intention to manifest a greater world.

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the difference [positioning statement + tagline]

Plant Intention is a whole food bar crafted entirely with organic super foods and plant-based ingredients for a nutritional bite with novel flavor. An everyday source of wellness, Plant Intention offers ingredients to help elevate the mind and promote a balanced lifestyle. Plant Intention believes to eat good is to feel good is to manifest a good life; a philosophy centered on planting intention for optimized well-being.

POSITIONING The positioning statement defines what makes a company unique in the industry. It is used primarily only for internal purposes to collectively understand the brand ‘niche’ or position.

The positioning statement is not shown to anyone outside of the company. 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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Feed Your Future.

TAGLINE A corporate tagline is intended as a nod to what the brand offers, who the company is or the company essence. It is a short, simple, direct line.

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the difference [values]

Intention: At the heart of Plant Intention is the belief that we choose our life, planting seeds to design our perceived reality.

Our intention is to promote your intention, to fill you with the right ingredients that promote a clear mind and optimal well-being. Plant Intention is a reminder that we have the power of choice, to choose what we put in our body and what we create with our mind.

Manifest: The ability to actualize intention and create the life of your dreams. Plant Intention offers a taste of clarity to manifest your best self in order to live your best life.

Live: Plant Intention inspires a sense of possibility, an ability to truly live your truth, embracing exactly who you are right now in this moment – a creative, conscious, powerful being with the ability to manifest your intentions. Plant Intention is a movement, an elevated lifestyle, marked by purpose, clarity, openness and action; a recipe for living not just existing.

KEY TERMS / VALUES Core values and key terms are meaningful statements that define what’s important to your business and exemplify how you conduct it. As part of your brand, it’s critical to identify and communicate your company’s core values to attract customers and motivate employees. These statements embody the essence of the brand, your story and how it is conveyed in all aspects. In short, these terms are the key ingredients that describe who the brand is and what it stands for. helium creative

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Connect: The goal has been and always will be, to bridge connections to people, to clean yet indulgent tasting food, to your best self and to new possibilities.

Plant-based: All products are 100% plant-based, organic and made with superfoods to promote/fuel optimal well-being.

Minimal: A simplified value-based approach toward culinary and brand execution, using only the very best nourishing, most necessary ingredients with your body in mind. You’ll never find refined sugar, wheat or dairy in any of our products. Always designfocused, innovative, modern and executed to the highest standard of quality and experience.

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the difference [mission]

We aim to inspire possibility. A little bar with big dreams of getting people excited to be themselves; to eat better so they can live better, feel empowered to do what they love and love what they do. Plant Intention is a lifestyle, a movement, a seed of intention to manifest your greatest self for an even greater world.

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. helium creative

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Language The voice of your brand is key to its success. Proper language is a huge component when verbally communicating your brand experience. Everyone involved should use the same verbiage to describe how they personally feel about the company and what the client will ultimately feel or take away. helium creative

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Plant Intention is: - Creator - Motivational - Honest - Informal - Inspiring - Living - Bold - Intentional - Minimal - Plant-Based

Plant Intention is not: - Predictable - New age - Hippie-Dippie

VOICE The Plant Intention voice is inspiring, aspirational and intentional. Language that aims to motivate the market, paired down to oftentimes their most basic use -- VISION, MANIFEST, CLEAR, BOLD. Words that spark excitement and confidence that Plant Intention is truly invested in creating a greater YOU for a greater world.

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language [words]

Intent/ion Manifest Create Co-Create Reality Live / Living Empower Mind Minimal

Potential Inspire Possibility Rogue Zest Novel Bold Power Perception

Energy Dream Seed Lifestyle Wellness Vessel Vehicle Change Transform

BRAND WORDS Key words can help describe, identify or empower a brand. Through our discovery process we identified key words that can be used to discuss the brand internally or to market, whether in sales collaterals, 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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Disrupt Pattern Action Aware Awake Invigorate Live and not exist Clarity Clear

Vision Perspective Greatest self Greater world Choice / Choose Grow(th) Align(ment) Imagination Whole food

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language [statements]

About setting intention: Clear Intention leads to Creation leads to Manifestation leads to Living.

To lead an intentional lifestyle means you are cocreating with the universe, you are aligned and tapped into your role as a creator; therefore rendering a lifestyle of living, not just existing.

Plant Intention and Law of Attraction: Our whole food bars are a reminder that we have the opportunity to set intention, to shift perspective, at any given moment. Plant Intention offers the first bite of a new start, an opportunity to set a clear vision for what we want most in our life—beginning with what we put in our body. As we set these clear daily intentions, as we make the commitment to nurture our body and expand our mind with intention, we create our reality.

Perspective: Plant Intention focuses greatly on perspective, whether shifting ones own perspective or dealing with visual perspective in brand efforts. Our brand empowers people to take a new look at life and embrace their innate power to create their own reality. Nothing has to be as it appears. Our whole food bars encourage a new look at what you put into your body and what you can create with your mind.

Brief statements: Plant Intention is a taste of clarity.

Each Plant Intention bar offers a bite of inspiration, the power to tap into our role as Creator of our life.

Plant Intention urges us to shift our perspective and look at our life differently, manifesting a greater version of ourself starting with what we consume.

Your intention is our intention.

Each bar is a symbol of the power of intention, your ability to create your life today.

Plant Intention is a vessel to deliver awareness, clarity and thus a closer unity with our best self.

LANGUAGE STATEMENTS These statements further brand understanding, as well as offer snippets of messaging that can be used to communicate the brand. helium creative

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MOOD + INSPIRATION: The overall mood and inspiration for Plant Intention is derived from attention to minimalism and typographic contrast. A modern use of black and white allows for clear communication free from association, while bold typographic systems offer a playful take on an otherwise stark visual palette. Plant Intention is contemporary in design and intentional in application.

Bold contrast create visual interest, while purposeful alterations in perspective force the viewer to take a second look and engage with the brand. The inclusion of minimal color accents assist to indicate flavor profiles, categories, or brand hierarchy.

The images to the right are a consolidated mood + inspiration board for any continued design applications.

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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OVERALL STYLE Photography styling of Plant Intention is clean, minimal and thoughtful. Main categories include: portrait, product/ ingredient, lifestyle. Photographs will always feel candid, while balancing a refined, fashion-forward 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

PORTRAIT Woven through the brand will be images of Francesca Davie, president and founder of Plant Intention. These photos will feel natural, unrehearsed, and capture the warmth of her passion for the product and mission. Francesca should be shown as a visionary, chef, thought leader, expert in her industry, and friend. These images are soft, minimal and when possible, contain an element that shows character or quirk.

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photography

PRODUCT / INGREDIENT These images will be a main brand staple for Plant Intention. Showcasing product and ingredients will highlight the simplicity of ingredients, exactly what a customer is eating, while also staying true to the brand concept of perspective. Ingredients and product are thoughtfully and artfully arranged, either playful to emulate brand type elements, or create interesting compositions. Minimal is key. There should always be strong white space or black space. helium creative

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photography

LIFESTYLE These are brand images that are used for texture, color, and background that show either people living inspired moments or are simply beautiful in aesthetic, such as nature. These can be more motivational, showing people achieving their intention or living their best life through action. It can also be moody or abstract to give the idea of energy and connection -- these type of images may show light waves, candid activity of people together, inspired moments captured. helium creative

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photography

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Plant Intention // Brand Guidelines

brand concept and design by helium creative.

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| heliumcreative.com | 954.333.8900

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