Brand Guide
Table of Contents
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Brand Identity
6 About 10 Social Media
12 Visual Style 14 20 22 23
Logo Color Typography Iconography
24 Applications 26 Stationery 27 Collateral
Brand Identity
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Brand Identity About
Mission Our mission is to create a comfortable, contemporary setting that serves the tastiest toast and tea products.
Company Profile Toastea is a new café concept that serves traditional Asian desserts, with a twist. We have perfected two key products that have become our namesake: • Honey toast – a delicious Asian snack that is typically served as a dessert, but can be served with savory items as well • Boba tea (aka bubble/pearl tea) – a popular hot/cold drink with tapioca balls that come in a variety of flavors: from classic teas to fruit juices By combining high quality ingredients, sleek design, and state-of-the-art management techniques, we aim to create a scalable business that defines the fragmented tea market. Through a commitment to our customers, our employees, and the community at large, we want to make the world a little bit sweeter.
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Brand Identity About
First Class Service While there are several words to describe our company and culture, one word stands above the rest -- “respect.” It is core to our philosophy towards treating our guests, and also our team members. When everything we do rises out of a sense of respect, we can create a prosperous and positive environment for everyone who walks through our doors. Toastea’s endless pursuit of quality does not begin with our premium ingredients or meticulous preparation, it begins with you. Our mutual success greatly depends on your ability to quickly recognize and embrace Toastea’s mission and values. Together, we can make the world a little bit sweeter, one cup at a time.
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Brand Identity Social Media
Social Media Identity Our social handle
@toasteacafe
Our hashtag - use this with each post #feelingTOASTEA
Voice and Tone Conversational and friendly language is best used on our social media platforms. Our images should invoke the feeling of fun, friendly, and appetizing.
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Visual Style
Visual Style Primary Logo Color
Positive
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Negative
Visual Style Secondary Logo Color
Positive
Negative
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Visual Style Logo Spacing Exclusion Zone Our logo must have space to breathe, following rules concerning spacing and margins. The logo clear space equals the second ‘boba’ of the logo around all edges of the logo, which should be free from other graphics and interference.
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Visual Style Logo Sizing Size Parameters Our Toastea logo may be resized as necessary. However, it should follow these minimum size requirements to maintain the logo integrity and ensure that it is still readable, even when scaled to smaller dimensions.
3/4”
1”
55px
75px
Minimum print size
Minimum digital size
The primary logo should maintain a minimum width of 3/4 inch. The secondary logo should maintain a minimum width of 1 inch. The height should be proportional.
The primary logo should maintain a minimum width of 55px. The secondary logo should maintain a minimum width of 75px. The height should be proportional.
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Visual Style Logo Don’ts 1
2
X 4
X 5
X 7
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3
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X 8
X
X X 9
X
X
Visual Style Logo Don’ts
1. Do not rotate or tilt the logo 2. Do not squash or distort the logo 3. Do not crop the logo 4. Do not outline the logo 5. Do not remove any elements of the logo 6. Do not resize elements of the logo 7. Do not use a drop shadow or other text effects 8. Do not change any logo colors 9. Do not rearrange text placement of the logo
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Visual Style Color Primary Palette Our primary palette is found in our logo and should always be expressed to our audience.
Tea Gold PMS 141C HEX F4C55C RGB 244 97 192 CMYK 4 22 75 0
Brown Sugar PMS 476C HEX 513629 RGB 81 54 41 CMYK 48 67 75 55
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Visual Style Color Secondary Palette Our secondary palette allow us to create variation in accents and elements used in branding and provide a foundation for the primary palette to stand out.
Toast Beige PMS 141C 75% HEX FBD587 RGB 251 213 135 CMYK 0 18 51 0
Chalkboard Black PMS 419C HEX 212322 RGB 33 35 34 CMYK 76 65 66 90
Cream White PMS HEX F1F3F5 RGB 241 243 244 CMYK 4 2 2 0 21
Visual Style Typography
Om Telolet Om Use for Headings
Aa
ABCDEFJHIJKLMNOPQRSTUVWXYZ abcdefjhijklmnopqrstuvwxyz 0123456789!@#$%^&*(,.;”?)
Neucha Use for Subheadings or collateral text
Aa
ABCDEFJHIJKLMNOPQRSTUVWXYZ abcdefjhijklmnopqrstuvwxyz 0123456789!@#$%^&*(,.;”?)
Abadi Condensed Light Regular Use for body copy
Aa 22
ABCDEFJHIJKLMNOPQRSTUVWXYZ abcdefjhijklmnopqrstuvwxyz 0123456789!@#$%^&*(,.;”?)
Visual Style Iconography Toastea leverages the use of multiple icons to illustrate our products. These are used only with our chalkboard black background.
Toast
Tea
Classic
Specialty
Goat Cheese
Pizza
Avocado
Bacon & Eggs
Honey
Matcha
Nutella
Churro 23
Applications
Applications Stationery
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Applications Gift Card + Stamp
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Applications Takeout Cup Our cups include our logo and social media identities to promote brand awareness. Measurement lines have been designed along the cup for operational ease.
16 oz 23
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#feelingTOASTEA @toasteacafe
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24 oz
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#feelingTOASTEA @toasteacafe
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Applications Takeout Cup
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version 1.1 Brand guidelines are always a work in progress