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brand guidelines
plnthouse // 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 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.
plnthouse // Brand Guidelines
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plnthouse // Brand Guidelines
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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. helium creative
FINAL LOGO The plnthouse logo is a clean, typographic mark. Linear cut-outs represent the organic, plant-inspired nature of the restaurant - acting as abstract roots or vines weaving through the name. Its pure form is to have “plnthouse” in gray with “the good kitchen” in green.
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plnthouse // Brand Guidelines
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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 There are 4 main plnthouse logo forms. Solid gray, solid white, gray with green tag, white with green tag. The logo is intended to always be used on a background color that offers strong contrast so the logo can be seen. The example on the adjacent page shows the brand color usage with the corresponding logo. helium creative
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plnthouse // Brand Guidelines
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logo [proper logo usage]
INVERSE When necessary, the logo can be used without the box. In this case, all text and markings will be in white. Rarely is the box ever used in white with charcoal text - only in very specific instances. helium creative
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LOGO ON PHOTOGRAPHY / WITH ELEMENTS 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. A white or transparent box can be used behind the logo to cut any interference. When the logo is used against the plnthouse pattern, it should always have a box behind it so the pattern does not disrupt the logo. plnthouse // Brand Guidelines
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logo [proper logo usage]
1�
SCALING FOR PRINT The logo mark can be scaled to a minimum size of .1� wide for printed material. Anything smaller will make the tag unreadable and negate the pattern lines within plnthouse. helium creative
175 px
SCALING FOR DIGITAL The logo mark can be scaled to a minimum size of 175px wide for digital material. Anything smaller will make the tag unreadable and negate the pattern lines within plnthouse.
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1”
1”
1”
1”
PADDING Allow for at least one 1” surrounding all sides of the plnthouse logo to pad appropriately. No competing elements such as text should interfere with this negative space. This rule of thumb also applies to the logo with tagline. A white or transparent box can be used behind the logo, which does not need to adhere to the 1” padding rule. plnthouse // Brand Guidelines
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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 or drop shadows are not permitted.
The logo must always be scaled proportionately. Never skewed or stretched.
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plnthouse the good kitchen
ALTERING FONT
ALTERING THE LOGO Don’t mess with a good thing! Let it be. No playing with the sizing, scale, composition, etc.
CHANGING COLOR No weird colors, please! Let’s keep it classy.
The logo must always maintain its integrity. Do not change the font please! plnthouse // Brand Guidelines
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logo [improper logo usage]
LOGO ON PHOTOGRAPHY When the logo is used on photography or any image, pattern, 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 / FIND AN AREA OF THE PHOTO THAT HAS OPEN SPACE OR LESS DISTRACTION
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NOT ENOUGH CONTRAST
PATTERN INTERFERES WITH LOGO. USE WHITE BOX OR MOVE LOGO. plnthouse // Brand Guidelines
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AKKURAT Akkurat is equipped for clean and sophisticated typography across both print and web platforms. Because of the versatile variations of weight that this font family provides, it becomes the perfect typeface that can be utilized to elevate the brand. The linear, sans-serif qualities with oocasioal quirks offer character while aiding in legibility. Akkurat is an ideal typeface for headlines. Depending on hierarchy, background and overall visual strength, Light and Regular can be used interchangeably.
Typography Brand typography is broken down to illustrate how to use the proper type formatting and font selection for various uses. helium creative
LIGHT
Akkurat Light REGULAR
Akkurat Regular BOLD
Akkurat Bold
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AKKURAT
Aa Bb Cc Ii Jj Kk Ll Oo Pp Qq Vv Ww Xx
Dd Ee Ff Gg Hh Mm Nn Rr Ss Tt Uu Yy Zz
1 2 3 4 5 6 7 8 9 0 !@#$%^&*( ) - _ += { } [ ] | \ : ; “ ‘ < > , . ?/~
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typography logo [tagline[fonts] usage]
AKZIDENZ GROTESK NARROW
BERTHOLD AKZIDENZ GROTESK NARROW Akzidenz Narrow is equipped for clean and sophisticated typography across both print and web platforms. Because of its stylized modern qualities, it becomes the perfect typeface utilized in cohesion with Akkurat. This typeface is intended to be used subtly and never in place of Akkurat. Its primary purpose is to give a clear distinction between menu items, callouts or titles. Depending on hierarchy, background, and overall visual strength, Light or Regular can be used interchangeably.
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AA BB CC DD EE FF GG HH II JJ KK LL MM NN OO PP QQ RR SS TT UU VV WW XX YY ZZ 1234567890 !@#$%^&*( ) - _ += { } [ ] | \ : ; “ ‘ < > , . ?/~
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LIGHT
AKZIDENZ GROTESK LIGHT REGULAR
AKZIDENZ GROTESK LIGHT
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typography [hierarchy]
display heading / bold
SUPPORTING / TITLES
Body Copy / Regular
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DISPLAY Akkurat Regular -30 pt tracking Suggested leading: 4 pt. > pt. size *all lowercase is used
HEADING Akkurat Regular/Bold -30 pt tracking Suggested leading: 4 pt. > pt. size *all lowercase is used
SUPPORTING Akzidenz Narrow Light 0 pt tracking Suggested leading: 3 pt. > pt. size
BODY Akkurat Light 0 pt tracking Suggested leading: 2 pt. > pt. size
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DISPLAY
HEADING
SUPPORTING
headline call-out display
subheadline call-out subsection title
HIGHLIGHT SUB-INFORMATION DIGITAL BUTTONS MENU SECTIONS CATEGORY/TITLE NAME
HOW TO USE DISPLAY This bold typeface is used for any showcased/primary headlines, call out or display. Display is always all lowercase letters. It is ideal for single sentences, pull quotes or strong statements that you want to stand out or to pack a visual punch. Display usage is great against a photograph or high contrast background. Display should not be used for long statements. Less is more!
HOW TO USE HEADING Heading is ideal for sub headlines and longer call out statements. For example, if there is a long statement used to attract attention, use Heading because it is easy to read and can handle multiple sentences. Heading can also be used as a Subsection Header, Title or Category. For example, a menu item. Use all lowercase letters for Heading statements.
HOW TO USE SUPPORTING Supporting text is used to help punctuate a typographic composition or collateral. This form can help organize or call out minor detail information, like menu titles (dessert, appetizer, etc.) or contact information titles. Supporting text should be brief, kept only to a few words and always in all caps. plnthouse // Brand Guidelines
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typography [elements]
sample of a display call-out for emphasis.
TYPOGRAPHIC ELEMENTS Large, bold statements draw a viewer into the design or message. These statements are ideal for when paired with photography of solid background. Wall signage, wayfinding, engaging messages are given this typographic treatment. Always use all lowercase letters. helium creative
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eat at plnthouse. BREAKFAST one acai bowl _ 16 açaí, banana, strawberry, blueberry, spinach, kale, granola, goji berry, cacao nibs
tropical pitaya _ 16 dragon fruit, banana, mango, pineapple, coconut, granola, berries, shaved dry coconut
CONTACT _ 305.555.5555
E-MAIL _ info@plnthouse.com
send us a message, we will touch base shortly.
TYPOGRAPHIC ELEMENTS: DIVIDER _ , WRITING plnthouse, LOWERCASE LETTERS plnthouse is always written with lowercase letters to maintain the brand identity even when the logo is not used. While Display and Heading typography also use lowercase letters only, body copy or formal paragraphs of text use standard grammar with a capital letter at the beginning of a sentence. Additionally, the “_” underscore is used as a typographic divider. plnthouse // Brand Guidelines
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typography [usage]
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SUPPORTING Akzidenz Narrow Light 15 pt size 0 pt tracking BODY (MENU ITEM) Akkurat Regular 11 pt size 0 pt tracking 11 pt leading BODY (ITEM DESCRIPTION) Akkurat Regular 9 pt size 0 pt tracking 13 pt leading HEADING Akkurat Regular 24 pt size -30 pt tracking
BREAKFAST one acai bowl _ 16
green smoothie bowl _ 16
açaĂ, banana, strawberry, blueberry, spinach, kale, granola, goji berry, cacao nibs
avocado, banana, spinach, kale, lime, ginger, apple, spirulina granola, berries
tropical pitaya _ 16
brazilian quinoa breakfast _ 16
dragon fruit, banana, mango, pineapple, coconut, granola, berries, shaved dry coconut
brazil nut milk, strawberries, bananas, almond butter, granola
eat good, feel good, be in good company.
OVERVIEW: This is a mock menu broken down into four columns. This page offers an example of how typography is used in various forms to show typographic organization, elements, and hierarchy when applied. plnthouse // Brand Guidelines
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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 ® 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.
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 brand colors are inspired by the origins of plnthouse - the organic, natural world. Greens, gray, and white are the primary brand colors with shades of gray and neutral tones acting as a background palette in photography and other material. plnthouse The Ocean//Resort BrandResidences Guidelines
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elements [color]
GRAY PANTONE 447 RGB 65, 64, 66 CMYK 0, 0, 0, 90 HEX #404041
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WHITE PANTONE Cool Gray 1 RGB 0, 0, 0 CMYK 0, 0, 0, 0 HEX #000000
LIME PANTONE 583 C RGB 180, 190, 34 CMYK 23, 0, 100, 15 HEX # B3BF22
OLIVE PANTONE 574 RGB 78, 91, 49 CMYK 65, 44, 90, 36 HEX #4D5A30
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100%
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70%
60%
50%
40%
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TINT Colors can be used at their full capacity or in various tints as needed to create shades and tones. In lieu of strict white, a 5% - 10% tint of black can be used or the Pantone Cool Gray 1. plnthouse // Brand Guidelines
10%
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elements [color]
ADDITIONAL PALETTE: NEUTRALS In addition to the brand colors, a secondary supporting palette of neutral tones is used to compliment the brand. These colors can be found in tactile materials, such as paper, packaging or interior items. helium creative
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ADDITIONAL PALETTE: VIBRANT The vibrancy of ingredients, food and plant life will inherently shape an additional palette. Brand photography will showcase these vibrant tones, but not let them dominate. plnthouse // Brand Guidelines
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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.
GRAPHIC ELEMENT: FOOD PORTRAITS Food portraits in monochromatic brand colors Lime and Olive, Gray and White are used to further brand recognition. These images should be consistent in their color tone, photography styling and usage. The scribble pattern is strongly suggested to be used on top of or around the food portraits. helium creative
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GRAPHIC ELEMENT: SCRIBBLE PATTERN
This pattern is what was used to make the cuts within the plnthouse logo. It is an abstract, organic texture that is used as a main brand identifier. Scribble is best used when cropped in a section, meaning the pattern in its entirety is not shown. There is a solid black, white, and brand gray version of the scribble. plnthouse // Brand Guidelines
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elements [graphic] [design]
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elements [graphic] [design]
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elements [graphic] [design]
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elements [graphic] [design]
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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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For the wellness lover and the foodie at heart – plnthouse offers a feel-good, healthy fast-casual culinary experience overlooking the ocean waves and white sand beaches of South Beach. The cuisine presents vibrant, nutrient rich options for guests looking to energize their mornings with breakfast bowls, smoothies, and finely crafted coffee. Lunch offerings include light, nourishing dishes that activate the palette to explore a unique variety of flavors. With world leading plant-based chef Matthew Kenney at the helm, plnthouse is at home in 1 Hotel South Beach, fusing together two innovative brands that value wellness, sustainability and the mission to change the way we view healthy food.
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? plnthouse The Ocean//Resort BrandResidences Guidelines
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the difference [mission statement + tagline]
A fresh perspective on wellness culture that connects people to a cutting-edge culinary experience where they can feel good, eat good and be in good company.
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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Feel good, eat good, be in good company.
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. plnthouse The Ocean//Resort BrandResidences Guidelines
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the difference [keywords]
Innovative
Progressive and unique, offering a cutting-edge culinary experience
Fresh
Great, quality ingredients meets a new perspective on wellness cuisine
Plant-Based
100% plant-based dining
Sensory
Dining experiences that delight, educate and inspire using all senses from food to design, color to presentation, smell to taste
Shared
Experiences with other like-minded people in a community environment
Creative
An inspired dining experience enriched by a keen focus to detail, design, innovation and presentation
Relaxed
An easy, carefree pace where a customer feels comfortable and at ease
Connected
Bringing people together with plant-based food and a culture of wellness
KEY TERMS When the brand is discussed, there is an emphasis on several main terms to describe it. These terms will help when communicating the brand both verbally and in writing. 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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VOICE The voice of plnthouse is approachable, strong and inspired. This is a brand born from a passion for plant-based cuisine, rooted in education and insight. While there is lightheartedness to plnthouse, a balanced strength stems from the knowledge and serious culinary chops at the brandâ&#x20AC;&#x2122;s core. It is important to maintain that balance, whether in visual or written/verbal language. plnthouse is a humble force to be reckoned with, having the experience of Matthew Kenney Cuisine and foundation of 1Hotel.
When communicating plnthouse, 4 main areas are generally evident: - the exquisite food - culinary expertise / Matthew Kenney - plant based / organic - the people / feel good vibe plnthouse // Brand Guidelines
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MOOD + INSPIRATION: ARTFUL, MODERN AND HUMBLE The plnthouse brand finds inspiration first and foremost from the name itself. With a name that stems from its core foundation as a plant-based restaurant, much inspiration is found in organic and natural elements used to prepare dishes. From ingredients to artfully presented meals, a refined and creative style dictates the plnthouse brand. Clean lines and bold colors contrast with neutral accents and contemporary design are intended to juxtapose the organic nature of plants, food, and ingredients. Imagery, graphics, and packaging are intended to be bright and clean - allowing food to be showcased. White or neutral backgrounds, well-lit photographs, and the usage of negative space will all support the concept and maintain a cohesive mood throughout the brand experience.
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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STYLE The photography closely follows the inspiration and style to accurately communicate the brand. Photography styles will be engaging, interesting, and professionally done. Models may be slightly posed, but should still appear candid. The photography is bright and artful, whether a lifestyle, textural or plated meal. We want a viewer to be as engaged visually with an image as they are with the great cuisine plnthouse offers. Photo filters that follow brand standards can be applied to help set the mood, ideally creating a more atmospheric and cinematic visual.
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
LIFESTYLE / ACTION Lifestyle photography heavily shows people engaging with plnthouse, whether solo or with other people. Images should not be overly posed, if at all. Photography should appear candid, like catching someone in the moment. Cropped faces and macro images are ideal to show a more engaging and cinematic lifestyle, while scenic photographs portray full moments to capture the viewer and show off an environment. A mix of both macro and wide angle shots should be used for visual contrast. plnthouse products, such as juice bottle or coffee cup, should be incorporated when possible to further brand recognition. helium creative
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photography
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FOOD PORTRAIT + TEXTURE The food portraits are interesting images of various fruits, vegetables, ingredients, coffee stains, crumbs, etc. that can be incorporated into various marketing collateral. Texture images are macro shots of food or ingredients. These images help to show off color, quality, and detail. plnthouse // Brand Guidelines
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photography
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FOOD Food photography should follow the existing Matthew Kenney standard. Beautifully shot images that showcase final dishes, as well as artfully plated cuisine. Clean white or marble backgrounds are ideal. plnthouse // Brand Guidelines
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Guy Harvey Outpost Club & Resort Collection
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plnthouse // Brand Guidelines