The Coffee Craft Brand Guideline

BRAND

GUIDELINE

The Coffee Craft | Graphic Standard Manual

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re o m t w o bou ! n k a C TC

TABLE OF CONTENTS 5

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THE INTRODUCTION Foreword

THE LOGO Acceptable Lockup

THE LOGO Layout Proportions

THE VISUAL ID Typography Style

THE APPLICATIONS Promo/Ads

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THE BRAND Brand Proposition and Positioning

THE LOGO Minimum Clear Space

THE TYPE Fonts in Logo

THE VISUAL ID Illustration Style

THE APPLICATIONS Cards

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THE BRAND Brand Personality and Thematic Style

THE LOGO Minimum Logo Size

THE TYPE Fonts in Design

THE VISUAL ID Photography

THE APPLICATIONS Accessories

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THE LOGO Logo Rationale

THE LOGO Colour Variations

THE VISUAL ID Introduction

THE APPLICATIONS Stationery

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THE LOGO Colour Code

THE LOGO Incorrect Use

THE VISUAL ID Colour Usage

THE APPLICATIONS External Goods

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THE LOGO Signature Lockup

THE LOGO Lockup on Clear Space

THE VISUAL ID Graphic Elements

THE APPLICATIONS Internal Goods

THE APPLICATIONS Merchandise

TABLE OF CONTENTS

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FOREWORD

FOREWORD

THE USES

PT. Tanamera Kopi Indonesia has come a long way to serving the residents of Indonesia the best quality coffee beans, and it is time to branch out and reach even more patrons, which are the youths of Indonesia. The Coffee Craft represents our mission: to introduce the diversity and greatness of coffee beans. The brand’s characteristics and core values, which are interactive, personal and superior, reprsent the new spirit in which PT. Tanamera Kopi Indonesia will take to acquaint to younger audiences.

This spirit is reflected in the stylized coffee cup logogram, in which the interactiveness is portrayed as movement; the logotype ‘The Coffee Craft’; and the tagline ‘BAD COFFEE ENDS HERE!’, establishing The Coffee Craft as a coffeeshop which suits everyone, despite the age group it targets.

To maintain its identity and integrity, The Coffee Craft brand identity must be used according to certain specifications. Each use of the brand requires the prior approval of PT. Tanamera Kopi Indonesia.

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As the official corporate identity of The Coffee Craft, the brand identity is: * A vehicle for promoting The Coffee Craft in general (social media, print media, etc) * A ‘location’ brand identifying The Coffee Craft with its events and products.

The policies to the brand identity are: * It is not intended to replace the logos or identity of other brands, including its mother brand, Tanamera Coffee. * It is an umbrella brand that is meant to co-exist with other logos, be it with its mother brand or its product logos. * It cannot be shared, taken over by or incorporated into the logos of other brands, including its mother brand. * The brand must only use English. * When used with the mother brand, Tanamera Coffee, The Coffee Craft signature must appear more dominant and should not appear equal in size or weight.

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THE GUDELINES

NEED MORE HELP?

The Coffee Craft brand identity is intended for long term use. In order to protect its density, values and to enhance recognition and the acceptance of the brand identity, it must be used consistently.

The Coffee Craft brand identity is protected by copyright and prior approval is required for it to be used. Final designs are also subject to approval. The process is simple and no forms are required. Approval for one case or design does not imply general approval for the use of the brand in other applications or situations, not matter how similar they might be. Each proposed use of the brand must be submitted for seperate approval. Just e-mail or write to the address attached below with full detail of your request. Enquiries should be directed to the same e-mail address:

The Coffee Craft brand identity is not simply a design feature that can be changed for creative or other reasons.

Moreover, it is not something to simply add to a completed design. It should be considered as an integral part of a design and should be used in a proper manner. There is flexibility in the specifications to allow it to be used in different situations.

Thus, this guideline will be a guide to reproducing the The Coffee Craft identity with consistency and precission. This guide incorporate the design features of the brand identity, and also include detailed information on colour, size and how to and how not to use the brand identity. For more information, please head to: www.thecoffeecraft.com/brand-guideline The guidelines act as an assistance in drafting designs in the most correct manner. Approval will still be required from the The Coffee Craft main design team in the first instance, and also for the final design. Contact this e-mail address for more information: hitiff@craft.com

E-mail: hitiff@craft.com Fax: (021)-578-CRAFT Tel: (021)-578-CRAFT The Coffee Craft HQ PT. Tanamera Kopi Indonesia Design Department Thamrin City Office Park Jl. Kebon Kacang Raya No.9 Tanah Abang, Jakarta Pusat

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Please read this entire document before starting any work that displays The Coffee Craft brand identity.

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THE BRAND

THE BRAND

BRAND PROPOSITION

INTERACTIVE. PERSONAL. EXTRAORDINARY.

PROPOSITION The Coffee Craft is a child company of Tanamera Coffee, born from the desire to set straight the real meaning of a vvvcoffeeshop visit towards the youths of Indonesia. Here in The Coffee Craft, our baristas will most definitely find you your perfect cup of coffee, even though you don’t particularly fancy coffee. We also hold coffee related workshops on a regular basis, and on every order of a cup of coffee, our baristas will offer to tell you the coffee making process your cup of coffee went through, so our customers can feel the intimacy between themselves and their cup of coffee.

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The Coffee Craft believes everyone of any age would undeniably take a liking to coffee. They just haven’t found the right one yet. The Coffee Craft represents the spirit of curiousity towards coffee, and the promise that everyone will find ‘their’ kind of coffee here.

As stated above, The Coffee Craft aims to be interactive, in the way customers treat their coffee; personal, as we achieve to fulfill every individual’s various tastes; and extraordinary, because we believe in serving the best for the people who believes in us.

THE BRAND

BRAND POSITIONING

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For youths looking for a cup of coffee that suits them perfectly, The Coffee Craft offers a wide range of the best coffee beans -- each creating a positive experience for customers. The Coffee Craft inspires its customers to be more active in their cup of coffee, so to make positive differences and experience in customers’ lives.

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A brand positioning statement is an important part of communication and the expression of the brand itself. It not only differentiates Indonesia with other tourist destinations, but also gives it a meaningful soul in order to keep the brand alive.

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BAD COFFEE ENDS HERE! BR AND TAGLINE

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THE BRAND

BRAND PERSONALITY

EXCITING.

EXPERIMENTAL.

INSIGHTFUL.

SHOWSTOPPER.

We are wholeheartedly enjoyable; we stir up the emotions of people and awaken their interests in coffee. Not only that, we naturally electrify them to have fun with us.

We are exceptionally educational, being grand in every way.

Customers leaving our place will most definitely learn a new thing or two about coffee and its processes. Our distinct and rich style, manner, and quality is admired and respected both by customers and competitors.

A brand’s personality is fundamental in keeping the brand’s relationship with its audiences, expressed through the brand’s visual components, writing and tone of voice. When the brand becomes relevant, its personality can be subconsciously recognized in audiences’ mind. The Coffee Craft is a coffeeshop of diverse experiences, and so in order to fully understand its true potential, there has to be a breakdown of the The Coffee Craft’s complete personality.

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We love trying new things, and we love it even more when our customers try new things with us. We also love the challenge in finding the perfect blend for everyone.

We trully want our customers to leave wanting more of The Coffee Craft. We aim to introduce our customers to a whole new world -- of coffee. Once our customers are acquainted, they would stop whatever they’re doing and desire more of The Coffee Craft experience.

THE BRAND

THEMATIC STYLE

LATE 1960s AMERICA The Americans have just landed their first men on moon, and the horrors of wars and assasinations have passed for some time. The people are gaining positivity, although the horrors of past events still haunts them. Loosely themed after the American early 1970s -- The Coffee Craft expresses the spirit of American employees on that age, filled with hope and optimism of the future.

On building a brand that has much to offer, there has to be a guideline on how to separate these offerings, so people can feel a story behind them.

The thematic style experience are the key communication pillars built around experiences, with each leveraging different colors from the of The Coffee Craft visual identity. These themes encompasses the experiential elements of each theme.

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This theme shares the same spirit The Coffee Craft wants our costumers to experience, that is of excitement and optimism towards coffee. Furthermore, a trip back in time -- to experience something we have missed will leave a more lasting impression on our customers.

RISOGRAPH PRINTING The risograph printing machine process is an art itself. There are limitations towards the choices of ink you can put inside the machine, but that is what makes risograph printing an art in itself. It allows users to choose the colour intensity of the ink, and two colours can overlap to form new colours.

These traits of the risograph are in a way similar to the personality of The Coffee Craft. Coffee beans let us specify

its intensity -- how bitter or how acidic we want our coffee to be through its processes. Each coffee bean origin also has different profiles, and when a few are combined, they will create a whole new profile.

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THE LOGO

THE LOGO

LOGO RATIONALE LOGOTYPE homage to coffee cup stains on print

TAGLINE homage to post war newspaper headlines

LOGOGRAM

THE IDEA homage to coffee cup stains on print

People are resuming their daily activities in a faster manner.

They drink their coffee almost anywhere -- in their morning commute, when they’re on the go or in cafes. The idea behind the coffee cup stains comes from the fact that coffee could be drunk almost anywhere, and so almost anywhere it could leave a mark. The Coffee Craft aims to leave marks behind on our customers, so our spirit could be widespread and have a lasting impression on many people.

The coffee cup stain is also a homage to espresso machines.

The pointer on the circumference symbolizes movement, and it is a hope that our customers will participate actively on the cup of coffee they’re drinking.

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The fonts used for the logotype are used because of their vintage feels. The tagline, ‘BAD COFFEE ENDS HERE!’ is a witty tribute to old newspaper headlines bringing news that war is over, hence the positivity of the time era / theme.

When assembling every elements of the logo into one distinct signature, the look and feel of neon signs are put in mind, as the signature should light up on its own, and to accentuate the vintage feel of the brand.

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THE LOGO

LOGO RATIONALE

3,6X

X 0,2x 0,375X

18°

0,15X 3,6X

0,3125X 4X

7,8X The basis of every logo crafting is to give the a lasting and meaningful impression. The Coffee Craft logo represents the brand’s personality that was stated before, that is exciting, insightful, experimental and a showstopper; and should also convey in plain sight that the brand is, in fact, a coffeeshop.

The signature consists of three elements: the coffee cup logogram, the logotype which is THE COFFEE CRAFT, and also the tagline, ‘BAD COFFEE ENDS HERE!’. To make the signature stand out amongst its competitors, the position, colour, and shape of every element is always thoughtfully considered.

To make the whole composition balanced, the coffee cup logogram overlaps the word ‘the’ from the logotype. ‘the’ itself differs in font type with the rest of the logotype to balance the left side weight of the signature, and also to accentuate the neon sign feel of the logotype. The tagline on the right side of the signature is in italic and all caps so as to make a brave statement. The colours on the signature is also considered to make a maximum impact and an overall balanced visual. To balance the weight, CRAFT Orange, which psychologically is heavier than CRAFT Blue, is placed on both sides, on the left larger but sparsed, and on the left narrow but dense. CRAFT Blue is then placed at the center.

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THE LOGO

LOGO COLOUR CODE

CRAFT Orange

CRAFT Blue

CMYK 0/90/100/0 PANTONE 286 HEX #17479E

CMYK 0/90/100/0 PANTONE 172 HEX #EF4123

The Coffee Craft signature has only two colours, already including its variations: CRAFT Blue and CRAFT Orange. Each of these colours represents the values and beliefs of The Coffee Craft brand, and these colours are not to be tampered with.

Color strongly helps in building interest and association with the brand. The logo colors that represents The Coffee Craft is a vital part of the overall logo and should always be used in accordance with the rules contained in this book without exception to maintain the consistency and the continuity of The Coffee Craft brand.

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CRAFT Orange embodies the aspect of youth spirit in The Coffee Craft. CRAFT Blue in contrast is psychologically calmer.

These two colours combined gives off the impression of a guided and controlled enthusiasm -- customers can be at ease and always depend on us, and always leaving The Coffee Craft sure and steadfast.

CRAFT Orange is the brighter colour between the two, so psychologically it weighs heavier visually in comparison to CRAFT Blue. This difference in visual weight plays an important role in determining which element is which colour, and more thorough guidelines about colour usage will be broken down in Logo Variations section.

THE LOGO

SIGNATURE LOCKUP

PRIMARY LOCKUP This logo should be used as a general call to action on all communication materials and to be used on every promotional medium platform, booth, merchandise, and corporate stationery kits.

HORIZONTAL LOCKUP This logo should be used when the layout has small area and requires a denser horizontal signature, like on name cards or postcards.

The Coffee Craft’s primary logo is arranged in a horizontal manner so to allow ease in readibility. It consists of the logogram, logotype and tagline.

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VERTICAL LOCKUP This logo should only be used on foreign layouts and external uses, for example, on workshop announcements or collaboration with third parties.

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THE LOGO

ACCEPTABLE LOCKUPS

HORIZONTAL LOGOTYPE LOCKUP This logo should be used on extreme and unconventional horizontal areas, such as on book spines, pens or other internal stationaries. Also can be used when the coffee cup element is used in a design.

VERTICAL LOGOTYPE LOCKUP

The Coffee Craft’s acceptable logo variations are used on cases where the complexity of the design is to be kept as low as possible. They are also to be used in internal stationaries so the identity can be built constantly.

These logo variations may also be used on other medias, but it must always be accompanied by the coffee cup graphic element (page 43).

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This logo should be used on areas that needs an extremely simple logo, such as on employee id cards or on crowded designs with an addition of the coffee cup graphic element. It also can be used in vertical layouts with the coffee cup graphic element.

THE LOGO

MINIMUN CLEAR SPACE

Clear space is the minimum area surrounding the logo which must remain clear of any other visual elements or text. Each of the logo configurations uses the cap height measurement (O) to determine its clear space.

The clear spaces around the logogram are smaller due to the logogram having sparsed area.

Clear spaces tend to be even because the horizontal signature is mainly used on the center of layouts.

To accomodate the signature shape and placement, clear spaces on the right and upper side is larger.

Clear spaces tend to be even to accomodate more flexible uses.

The purpose of setting up minimum space between the logo and its surroundings is to keep the image clear and legible at all times.

The O in the primary logo is determined from the height of the logotype, and is measured so that the minimum clear space steers the logo clear from other objects.

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To accomodate the signature shape and placement, clear spaces on the right and upper side is larger.

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THE LOGO

MINIMUM LOGO SIZE

11mm

3mm 25mm

28mm

13mm 11mm

23mm The use of The Coffee Craft signature must always follow the minimum size standard on every space so the logo can be visible and legible at all times.

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11mm

THE LOGO

COLOUR VARIATIONS - FULL COLOUR

CRAFT Orange

CMYK 0/90/100/0 PANTONE 172 HEX #EF4123

CRAFT Blue The Coffee Craft logo is advised to be left untampered and used in full color on a light colored background. We encourage you to use it that way. (The full color positive logo consists of the coffee cup logogram and The Coffee Craft logotype in full colour.)

CMYK 0/90/100/0 PANTONE 286 HEX #17479E

For those instances where the full color version won’t work, we have the following approved variations: • Light Background: The light background version can be used if necessary.

• Mono: The mono logo is used wherever reproduction methods are restricted to black and white. Make sure that there is enough contrast between the logo and background color.

FULL COLOUR Attached above is the full colour logo, which is the main colour variation that can also be seen in the pages before.

This full color logo must only be used against white or light backgrounds to maximize readibility and clarity.

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THE LOGO

COLOUR VARIATIONS - BACKGROUND

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LIGHT AND DARK BACKGROUND The Coffee Craft signature must only be used against the following backgrounds: 1. On a light color 2. On a light area of photography 3. On a dark color* 4. On a dark area of photography* *logo is not suggested to be placed in a dark area or an area with both light and dark colours as it will make the whole composition too loaded and using the one colour signature could lose the signature’s appeal.

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Some things that need to be taken into consideration on logo colour variations: • If the full colour logo is used, the colour used on each element of the logo must be accurate and must not be changed for any given reason including design wise.

• If the one colour logo is used, all the elements of the signature, including the tagline, must be of the same colour as the rest (strictly one colour). **when one colour logotype is used on external items, the coffee cup ‘logogram’ must be used in other colour (eg.

CRAFT Orange logotype with CRAFT Blue cup or vice versa.)

THE LOGO

COLOUR VARIATIONS - MONO

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MONO BACKGROUND The mono version of the logo comes in two variations of each category: 1. Colored logo (on Grey) 2.Colored logo (on Black) 3. Black and white logo (on White) 4. Black and white logo (on Black)

Some things that need to be taken into consideration on logo colour variations on mono backgrounds: • If the one colour logo is used, all the elements of the signature, including the tagline, must be of the same colour as the rest (strictly one colour).

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THE LOGO

INCORRECT USE

It is not allowed to change, manipulate, or decorate the logo.

Usage of the logo can only be produced from the digital master artwork.

Do not stretch the logo.

Do not alter the position of tagline.

Do not apply shadow on the logo.

Do not crop the logo.

Do not place the logo on an angle.

Do not reposition the logo.

Do not flip the logo.

Do not alter letter kerning.

Do not resize the logo without scale.

Do not place the colour logo on a non-approved colour background / busy image.

Do not alter logo colours, including reversing the colours.

Do not outline the logo.

The logo is an absolute single entity and should not be separated or re-composed. The logo must always be placed with the mandatory minimum clear space

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THE LOGO

LOGO LOCKUP ON CLEAR SPACE 0,25H 0,25H

H

The logo lock-up defined in this page will be used as a guidance device for determining the size of the logo on various applications. This lock-up defines the clear space to be allocated to the bottom of the logo.

Remember to always follow the minimum clear space guideline to keep the logo clear and legible at all times.

Here, the H variable is the logo height.

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THE LOGO

LAYOUT PROPORTIONS

LAYOUT PROPORTIONS - VERTICAL (A4) 2/3 width

1/5 height

This page shows the application guideline on generic vertical formats, like the A4. Regardless of the size of the layout, use the following guideline to determine the logo size and grid proportion of the media.

1/4 height

(The size of the horizontal logo lock-up is defined as 2/3 of the page width, and the size of the vertical logo lock-up is defined as 1/3 of the page width.)

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1/3 width

THE LOGO

LAYOUT PROPORTIONS

LAYOUT PROPORTIONS - HORIZONTAL (A4)

1/3 height

1/3 height

2/4 width

1/4 width

This page shows the application guideline on generic horizontal formats, like the A4. Regardless of the size of the layout, use the following steps to determine the logo size and grid proportion of the media.

(The size of the horizontal logo lock-up is defined as 1/2 of the page width, and the size of the vertical logo lock-up is defined as 1/4 of the page width.)

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Although both vertical and horizontal formats sizes may vary, but these porportions are made so that they can adjust to similar format sizes. Furhtermore, the visual style of The Coffee Craft brand calls for mostly A4 size derivatives (which will be discussed later on the visual identity part of this guideline) so there should be no problems in assembling the layout on the media.

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THE TYPE

THE TYPE

FONTS IN LOGO

SS NICKSON THREE

ABCDCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*() WGDHFGSDQ×KHFGS×HS@KHB

Aloha

@ABCBCDEFGHIJKLMNOPQRSTUVWXY ` a b c d ef g h i j k l m n o p q rs t u v w x y 012345678/ ?"#$]%)'(

ABCDCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

Freehand521 ABCDCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

THE TYPE TYPE IN LOGO

There are some typefaces used in The Coffee Craft logo, which are: SS Nickson 3, for the words ‘COFFEE CRAFT’ in the logotype; a combination of Aloha and Freehand521 BT for the word ‘the’ in the logotype; and Xheighter Italic, for the tagline.

Using these many typefaces for one logo may seem too much, but there are some considerations made when assembling the final signature.

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First, we need a typeface that can represent the whole brand for the logotype. Thankfully, colour plays a great part as well, so in order to portray a vintage yet modern theme, we used modern colours on vintage types. The type that we decided to use is SS Nickson 3. It is an all caps typeface, and has rugged edges if seen on detail; a perfect choice for portraying the done-by-hand feel. The word ‘the’ is a vintage neon sign-ish type and a combination of two similar typefaces, Aloha and Freehand521. The typeface used for the tagline is Xheighter Light Italic, because it is a daring statement.

THE TYPE

FONTS IN DESIGN

PRIMARY TYPEFACES

THIS IS THE HEADLINE! Subheadlines comes afterwards This is the copytext. Semua manusia pasti berdosa.

Walaupun manusia telah menerima Kristus, manusia tetap dapat melakukan dosa. Sebagai orang yang telah menerima Kristus, kita tidak boleh mengabaikan hal tersebut. Respon kita harus mempertanyakan apakah yang harus kita lakukan terhadap dosa tersebut.

Natur manusia, jika berbuat dosa, akan menyangkal dosa dan merasionalisasi dosa tersebut. Respon kita terhadap dosa sangatlah penting, karena Kristus telah mengorbankan diriNya untuk menjadi personifikasi dosa dan disalibkan, dan orang-orang yang percaya kepadaNya akan diberkati. Arti diberkati pada Bahasa aslinya yaitu Armeik adalah ‘toss a pebble’.

Mengapa? Karena dulu, untuk mengetahui jika jalanan aman untuk diinjak, orang orang melempar batu kerikil untuk memastikan kita berada di ‘jalan yang benar’. Jika kita berada di jalan yang benar (diberkati) Tuhan pasti akan mengampuni dosa kita. Dosa menggiring kita dari jalan yang benar, meninggalkan kita disana dan memberi konsekuensi lebih besar daripada yang kita bayangkan. Jika manusia tidak menyangkal dan merasionalisasi dosa mereka, dunia pasti penuh dengan berkat. Berbahagialah kita orang yang tersiksa karena dosa kita.

SECONDARY TYPEFACES GOUDY OLDSTYLE base: 11pt abcdefghijklmnopqrstuvwxyz

XHEIGHTER abcdefghijklmnopqrstuvwxyz Base Size: 7pt

FRANKLINGOTHICabcdefghijklmnopqrstuvwxyz Base Size: 9,5pt

ARCHITYPERENNERabcdefghijklmnopqrstuvwxyz Base Size: 11pt

* MODULAR SCALE: 1.5x* (The modular system helps you with deciding font sizes. It is not strictly necessary to use, and deviations may occur in designs. You do not have to follow the modular system too accurately. Instead, use the modular system provided more as the visual guidelines to the brand’s typography style.)

It is imperative to keep track of the typography hierarchy, the use of tone, and the balance of the typography, in order to perfectly illustrate the message without losing the audiences’ interest in reading it.

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There are five typefaces used for the design of The Coffee Craft. First is Xheighter: it is used for titles, headlines, or any texts that are large in size. Usually this font is underlined.

Second is Franklin Gothic: it is used for texts below Xheighter in hierarchy, like subheadlines or a subtopic title. Third is Architype Renner: this typeface is used for the lowest in hierarchy like body texts.

BLEZJA base: 9,5pt abcdefghijklmnopqrstuvwxyz Cоte Sc"# abcdefghijklmnopqrstuvwxyz

SS NICKSON THREE abcdefghijklmnopqrstuvwxyz

Aside from these three primary typefaces, we also use four other secondary typefaces: Goudy Oldstyle, Blezja, Conte Script and SS Nickson Three. They are used to set the theme of The Coffee Craft and is used for texts with decorative purposes. Goudy Oldstyle is used as a companion to Xheighter.

Blezja is used for vertical texts. Conte Script is used for writing names, dates, and other handwritten-ny texts. SS Nickson Three are only used for short texts and when a design does not have the brand’s logo on it, for example, office signages, name tags, etc.

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THE VISUAL ID

THE VISUAL IDENTITY

INTRODUCTION

VISUAL IDENTITY INTRODUCTION

The Coffee Craft brand, as stated before, wants to stand out amongst its competitors. It places itself as a brave and statement-making coffeeshop. To maintain this view, we need to understand the train of thought of the style and theme raised

by The Coffee Craft.

First of all, the theme is based on the late 60s, so although the era is famous for hipsters and funky music, The Coffee Craft visually only takes the working class situation of the era.

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The positive spirit of the time period is represented by the second visual theme, which is the stacking of visual elements or collages, just like risograph printing. This visual theme aims to replace but embody the funkiness of the late 60s, so the brand can visually appear more modern and can appeal to younger audiences.

That being said, The Coffee Craft is the union of vintage and modern. This understanding has to be put in mind when designing for The Coffee Craft.

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THE VISUAL IDENTITY

COLOUR USAGE MULTIPLY - 70%

VINTAGE ANALOG DILIGENT

MULTIPLY - 80%

MULTIPLY - 90%

MULTIPLY - 100%

(advised transparency)

RGB 177/106/76 CMYK 25/64/74/10

RGB 174/94/62 CMYK 24/70/81/12

RGB 172/82/49 CMYK 24/77/91/14

RGB 170/67/40 CMYK 24/84/97/15

RGB 104/75/83 CMYK 53/68/51/30

RGB 91/68/73 CMYK 56/67/55/38

RGB 77/60/64 CMYK 60/67/57/46

RGB 63/57/58 CMYK 65/64/60/52

RGB 83/91/141 CMYK 77/69/20/4

RGB 68/80/135 CMYK 84/76/20/5

CRAFT ORANGE CMYK 0/90/100/0 RGB 231/75/38

RGB 53/69/128 CMYK 92/83/21/7

YOUTH SPIRIT EXCITING NORMAL - 100%

CONFIDENT COLLECTIVE CERTAIN

RGB 35/59/123 CMYK 100/89/22/8

CRAFT BLUE CMYK 90/80/0/0 RGB 43/77/159

CRAFT GREY CMYK 0/0/0/25 RGB 199/200/202

The colours of The Coffee Craft are very limited. There are only two vibrant colours, alongside greyscale colours. This approach is taken for the visual identity of the brand to preserve the vintage 70s feel of the brand, where only black and white medias like photography and televisions are widely available.

The vibrant colours, which are CRAFT Orange and CRAFT Blue, are chosen for the same reason they are chosen for the signature colour: CRAFT Orange embodies the aspect of youth spirit and funkiness in The Coffee Craft. CRAFT Blue in contrast is psychologically calmer.

These two colours combined gives off the impression of a guided and controlled enthusiasm -- customers can be at ease and always depend on us, and always leaving The Coffee Craft sure and steadfast.

These two colours sometimes can overlap each other or other greyscale colours, and can form a new colour.

Stated above are the greyscale colours that are strongly advised to be used. Please consult to the main design team before applying other greyscale colours.

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THE VISUAL IDENTITY

GRAPHIC ELEMENTS

EXAMPLE

BACKGROUND TEXTURES Due to the themes and positioning taken by The Coffee Craft, it is important for every design to have textures to give a sort of manual, handmade feel to the designs.

Textures must be used on every design.

Some things to be considered when choosing textures: 1. The main texture background is a grey-ish recycled paper texture (attached on the left).

2. The background texture is not only limited to this texture. You can use other types of paper textures, but readibility of texts must always be considered.

3. The texture colour must always be greyscale. Dark texture colours are strongly advised not to be used on designs with dense texts, but may be used for designs with little to none texts.

4. On dark coloured textures, types should be bright coloured (e.g. CRAFT Orange, CRAFT Grey).

LAYOUT We love to be inspired by vintage designs and layouts, so designs are can be inspired by vintage goods. For example, our menu layout design is taken from old newspaper layouts (left). Aside from newspapers, there are many other signature vintage goods you can take inspiration from.

CAREERS

BEGINNER’S CLASSES

The Coffee Craft is seeking for four-hour baristas. Coffee intelligence is not necessary, although if informed will be highly regarded. Don’t miss the opportunity, register now. For class availability please call: 021-578-CRAFT

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Coffee Roasting Class (every Mondays) Coffee Profiling Class (every Tuesdays) Espresso Brewing Class (every Wednesdays) Cappuccino Making Class (every Fridays)

When an item does not have a vintage counterpart (eg. website), some things must be considered: 1. Use axial and perimeter edge system.

3. Design must look static.

4. Fill as many spaces as possible (except stationery).

BOUNDING BOX FOR TEXTS Bounding boxes may seem behind the times. But because of that we use it in our designs to accentuate the vintage theme The Coffee Craft has. It is used to make a group of text significant and make it a focal point.

There are some alternatives for bounding boxes: 1. Rectangle, transparent, solid lines 2. Rectangle, transparent, dashed lines 3. Curved rectangle, transparent, dashed lines 4. Curved rectangle, colour-filled, dashed lines

When applying the colours and types of the bounding boxes, please consider: 1. The colour application (strictly should follow the colour guideline of the brand) 2. The overall colour balance of the layout 3. The variety of bounding boxes in the design (the types should vary and the amount each type has in a design must be more or less balanced) 4. The readibility of texts inside the bounding boxes.

THE VISUAL IDENTITY

GRAPHIC ELEMENTS

USE EXAMPLE

COFFEE CUP ‘LOGOGRAM’ We want to incorporate this effect into the brand identity to give the brand a more modern feel. As a digital solution, we use multiply, a transparency effect similar to overlapping risograph prints.

The Coffee Cup logogram is one of the two elements that may use this effect. It is used on photographs, or items like cards, postcards, coupons or other non-promotional items. The purpose of this graphic element usage is like telling people it is ‘coffee craft approved!’.

It is also a companion to acceptable logotypes lockup so the identity of the signature is always maintained.

The signature coffee cup from the logogram has a lot of freedom in placement and size. The basic placement is on the left bottom of the medium, and taking up one third of the overall area of the medium. The placement is strongly advised to overlap more than one element (eg. textured background and photograph) so it can act as a stamp and provides a strong identity for the brand.

Although there are much freedom, the coffee cup must be treated like a logo and must not be tampered with, except changing its colours to suit the design (the basic colour of the coffee cup is CRAFT Orange), and it may be cropped when put on edges.

STICKERS

D YOU! WE NEE

Tiffany

To liven up the spirit, we made overlapping even more fun: with sticker like shapes. These shapes make the design more dynamic, and is useful to highlight important informations without the constraints of the layout, unlike bounding boxes.

The approved shapes are: 1. Perfect circle 2. 1x3 Rectangle

These shapes may overlap anything, as long as the overlapped elements are not an important aspect to the design (eg. logo, informations). The colour of the shapes follows the colour guide and should be compatible to the design. On the shapes there may be texts like quotes or important informations that wants to be highlighted. The shapes may overlap each other if necessary, but is strongly not advised to.

LAYOUT AS TEXTURES When designing something that has no vintage alternative, you can use existing brand designs as a texture design to the media you are designing. But not every design could be treated this way, and this approach must be used as a last resort.

Although no design will be perfectly symmetrical, the design you want to texturize must have a sort of symmetrical balance. This means the design must have similar and repetitive elements and colours. This approach must only be used on merchandise items.

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THE VISUAL IDENTITY

GRAPHIC ELEMENTS

EXAMPLE

STARS These stars are frequently used as decoratives. The colours must be used by turns (orange comes after blue, and so on). It is inspired by newspaper section dividers.

Some things that need to be paid attention to when using these stars: 1. The stars have 2 uses: to flank a word / a group of words, and to fill an empty horizontal space.

2. When more than one star is used, the colours of each stars must be used by turns.

3. Only two colours may be used in a row of stars.

4. When only one star is used to flank a word, both stars at each end must be of the same colour.

5. The word/s that are flanked by these stars must not be too long (1-3 words max).

TILTED STAMPS The Coffee Craft’s design involves much pasting. One of them are stamps. The stamps are designed so that the designs are easily exchangable.

Stamps should always be tilted to give a manual effect.

Depending on the design, it may be rotated clockwise or anti clockwise. The degree of rotation must always be less than 10°.

Some things to be considered when designing: 1. Make sure the design is stamp-like.

2. These designs should be made as real stamps, so design it that it could be made possible to be made as stamps.

3. Pay attention to the design’s sizes. Should not be bigger than 10cm.

MERCHANDISE ONLY DESIGNS Designing merchandises are a bit different from other items. Merchandises do not have to be or feel the same as other items. We deliberately design our merchandise or accessories as different as possible so those merchandises or accessories do not look like they are a merchandise, but as something seperate so that people will be more willing to buy our merchandises.

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Although different, it is important to follow the colour rules, use some graphic elements and to make sure that the merchandises and accessories can fit in with other The Coffee Craft’s items because we still want these items to channel the brand identity.

THE VISUAL IDENTITY

UNIQUE TYPOGRAPHIC GRAPHIC ELEMENTS STYLE CRAFT STYLE

This statement making type is an integral part of the brand identity of The Coffee Craft. Because we are brave, and we dare to make a statement. It must only be used once in a design to accentuate the importance of it, and although it is an integral part of the brand identity, it does not have to appear in every designs with the same reason: to maximize its effect.

This type is XHeighter Black Italic, underlined, and must always be in CRAFT Orange to maximize the statement making effect. It must also be rotated anti clockwise at the precise angle of 1,8°. This type is strongly advised to use the multiply effect, as it is most likely to overlap some elements in the design. Use this for short quotes, a short statement in merchandises, etc.

VERTICAL SUBHEADLINE When a design has an empty and narrow vertical space, vertical headlines can be used to fill up the empty space. This type also gives the design more dynamic. Although its perks, it should not be used too frequently as it could make the design looks messy visually. It could be used anywhere, and use it for decorative texts, descriptive texts, etc.

The typeface used for this type is Blezja, and can act as a supporting type for the statement making type. This type should stand straight, 90° from initial position.

When positioned on the left side of the design, it sould be rotated anti clockwise, and when placed on the right side it should be positioned clockwise, so the type always face to the center of the design.

The typograpy of The Coffee Craft is used maximizedly. We want our design to stand out, so we decided to have a couple of signature typography style for The Coffee Craft. The first one is CRAFT Style. It is used to make a statement, and it is a nice touch for The Coffee Craft’s brand identity for the same reason: it makes a statement and therefore is very eye-catching. Because of its uniqueness, you could say that the CRAFT Style belongs to The Coffee Craft.

The second style is the vertical subheadline style. It is not as eye-catching as the CRAFT Style but it supports the brand identity and can provide syntax throughout all of The Coffee Craft’s designs, even though it is not used in all of them.

These two styles are unique on their own, but it is also possible for them to be in one design, making a whole new signature style for the brand. But please be responsible so the design doesn’t end up too crowded.

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THE VISUAL IDENTITY

ILLUSTRATION STYLE

Long shapes: colour fill.

Illustrations for The Coffee Craft is used for office signages and they act as an icon. The icons are clean, with large outlines and consists of curves (oval) and straight lines. Only long shapes and shapes inside shapes can be colour filled.

Attached are the icons that are used throughout the cafe.

Shape inside shape: colour fill.

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THE VISUAL IDENTITY

PHOTOGRAPHY - OBJECT PHOTOGRAPHY TECHNIQUES 1. It is advised to photograph object matter close up to get the object’s details.

2. Play with natural light. It gives good contrast, and when the position is right, gives lens flare, which is a nice touch to the photographs.

3. Objects can be our interior as well. Photograph interiors to give it a nostalgic feel.

4. Object matter must not be photographed with flat composition, including flatlays. Use 45° instead, or try other angles.

5. No extreme angles allowed (eg. bird’s eye, frog).

WRONG TONE

6. Empty spaces are very much liked to provide an area for overlapping graphic elements.

7. Play with camera focus: analog photography is popular for having inaccurate focus, and is a nice touch to the photographic style and makes it unique.

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THE VISUAL IDENTITY

PHOTOGRAPHY - SUBJECT PHOTOGRAPHY TECHNIQUES 1. The main photographic style of The Coffee Craft is candid photography. We love taking pictures of people in their daily lives without being pretentious because it gives such a raw feeling, and makes us feel connected to the photographs.

Although it is candid, you can also take pictures of people looking at the camera, but it should feel just like asking a stranger to stop doing whatever they are doing to look at your camera all of a sudden. Candid photographs are not only limited to human interest. You can candidly take pictures of our storefront, as there must be life going about.

2. Subject matter must not pose for the camera. They should be doing things that are usually done in a coffeeshop, naturally (eg. drinking coffee, chatting with friends, reading books, using their laptops, etc).

WRONG TONE

4. Subject matter must not be photographed with flat composition. Use 45° or try to take pictures from a little under the subject matter.

4. Subject matter must be dressed neatly (formal-casual).

No t-shirts, tanks or shorts allowed.

5. No extreme angles allowed (eg. bird’s eye, frog).

6. Empty spaces are very much liked to provide an area for overlapping graphic elements.

7. Play with camera focus: analog photography is popular for having inaccurate focus, and is a nice touch to the photographic style and makes it unique.

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THE VISUAL IDENTITY

PHOTOGRAPHY

Grain Strandard

POST PRODUCTION 1. There are two colour edit that can be used in editing the colours of the photographs: greyscale and analog photography tones.

GREYSCALE - subject matter photography: This edit should never be used when dealing with photographs that has coffee as its focal point as it will deprive the photographs from its warmth. Instead, use this edit when dealing with athmospheric photography or candid subject matter photography.

Although it may seem easy to edit black and white photographs, please remember to match the tone by adjusting the contrast, shadows, etc of your photographs. Use CRAFT preset provided and espescially made for this tone in Adobe Lightroom. It be downloaded here: http://www.thecoffeecraft.com/craft-preset/

Halftone Strandard

ANALOG TONE - object matter photography: Analog photography comes afterwards. Although not true to the real colours, analog tones give a nostalgic and warm feel digital photography tones couldn’t give if not editted. This tone should be used for object matter photography, to convey the warmth our products give. There are variation of tones, because not one type of film roll is the same, but for The Coffee Craft we love to use the pinkish hue due to its accentuated nostalgic feel. This edit can be achieved in Adobe Lightroom with the preset CRAFT, made espescially for the brand. Download the preset here: http://www.thecoffeecraft.com/craft-preset/

2. Photographs should be applied grain, but make sure that the grain does not disturb the photograph.

3. Some photographs are applied the effect halftone. The size and contrast of the halftone effect must correspond to the photograph size. Use the image attached on the left as a benchmark in halftone pattern usage.

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APPLICATION 1. There are some considerations when choosing the tones of each photograph. Coffee beans are known for its warmth, and it will not be delivered in black and white. As a result, photographs with coffee beans / coffee as a focus should not be given the black and white edit. (see crossed pictures from the page before) 2. The photograph can use the effect halftone when used as a supporting element for texts or when used more as a graphic element rather than a photograph. But, when the photograph speaks on itself, using the halftone effect is strongly not suggested.

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Analog tone doesn’t end there. After applying the preset on your photograph, please make little edits so your photographs’ tone match the standard tone.

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THE APPLICATION

THE APPLICATIONS

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APPLICATION

THE STATIONERY

BUSINESS CARD

Size: 85mm x 55mm + 6mm

Variant 1: Company Executives

28mm 6mm

7mm

Logo Lockup: The Coffee Craft Vertical Lockup; The Coffee Craft Vertical Logotype lockup

5.5mm 9.5mm

8.5mm

Variant 2: Creative and Design Teams

Name: Xheighter Italic, 25pt

Position Title: Franklin Gothic Demi Compressed, 12pt Contact Details: Architype Renner Regular, 7pt

6.7mm

6mm 10mm

4.5mm

Variant 3: In-House Employees 5mm

3mm 7mm

13mm

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THE STATIONERY

LETTERHEAD

Size: 210mm x 297mm

24mm

Logo Lockup: The Coffee Craft Signature Lockup Letter number & Date: Franklin Gothic Demi Italic, 11.3pt

Body Text: Franklin Gothic Book Compressed, 13pt

Body Text: Architype Renner Regular, 11.25pt

14.2mm

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18mm

18mm

THE STATIONERY

ENVELOPE

Size: 220mm x 110mm

50mm

Logo Lockup: The Coffee Craft Signature Lockup

77.2mm 15.5mm Receiver, Phone: Freehand 251, 16.6pt

Address: Freehand 251, 21.85pt

Company Contact Information:

4.5mm

Architype Renner Regular, 11pt 15mm

15mm

50mm

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THE STATIONERY

FOLDER

Size: 210mm x 297mm

Front

45mm 57.5mm

Logo Lockup: The Coffee Craft Vertical Logotype Lockup with Coffee Cup graphic element Finishing: Spot UV on logotype and coffee cup graphic element

229mm

45mm

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137mm

THE STATIONERY

FOLDER

Size: 440mm x 305mm

48mm

Back

Company Information: Architype Renner Regular, 10pt

122mm

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EXTERNAL

COMPANY PROFILE

Size: 220mm x 305mm

Front Cover

Binding: Spiral plastic binding Cover: Soft cover

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Back Cover

EXTERNAL

COMPANY PROFILE

Print Media: Thin textured paper

Section Divider Title Spread

Column: 3 Gutter: 4.233mm

Title: Xheighter Black Italic, 200pt

Margin (top-bottom-inside-outside): 12.7mm-12.7mm-20mm-17mm

Caption: Goudy Oldstyle Black Italic, 24pt

Content Heading: Xheighter Black Italic, 48pt Sub Heading: Franklin Gothic Demi, 15pt

Topic: Franklin Gothic Demi Compressed Italic, 15pt

Body Text: Architype Renner Regular, 12pt

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EXTERNAL

E-MAIL SIGNATURE

Size: 251mm x 95mm Logo Lockup: The Coffee Craft Horizontal Lockup Receiver, Address, Postal Code: Xheighter Italic, 10pt Website: Xheighter Black Italic, 7,5pt Address: Architype Renner Regular, 12pt Email & Phone: Architype Renner Regular, 12pt

Name: Xheighter Black, 13.9pt

6.5mm Position Title: Franklin Demi Condensed, 12pt Company Contact Information: Architype Renner, 12pt

6.5mm

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8.5mm

8.5mm

EXTERNAL

WEBSITE

Column: 2; 195mm

Homepage

Favicon

Gutter: 8.5mm Margin: 36.5mm Bodytext: Franklin Gothic Condensed Black, 21pt Description: Content: shortcut to The Coffee Quiz, online store and news

The website design for The Coffee Craft is bold to build the identity of the brand. Once the web page is opened, patrons will be asked to scroll down to accentuate the interactiveness of the brand. Headlines for every page use the CRAFT Style to accentuate the boldness.

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EXTERNAL

WEBSITE

Column: 2; 195mm

Online Store

Quiz

Gutter: 8.5mm Margin: 36.5mm Bodytext: Franklin Gothic Condensed Black, 21pt Description: Coffee - Online store The Coffee Quiz - Quiz to find out the coffee of your taste The Coffee Class - Workshop schedules and registration page

Workshop Registration

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EXTERNAL

WEBSITE

Column: 2; 195mm Gutter: 8.5mm Margin: 36.5mm Bodytext: Architype Renner Regular, 21pt Description: About us is The Coffee Craft’s company profile web page.

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EXTERNAL

UNIFORM Non Uniform Reference

Colour: Dark Blue Non Uniform Guide: Tops - white, light blue or light grey long sleeved shirt Bottoms - formal dark pants (no tight pants) Shoes - sneakers or flats (for female) Description: Name tags are not sewn into the apron, but pinned as badges. Nametag badge must always be pinned on the left side of the apron as pictured.

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NICE TO MEE T YO U! my name is

Tiffany

The Coff ee Craft , Jakar ta Selat an

The uniform in The Coffee Craft is simple: a dark blue apron with name tags. We do not have inner uniforms but employees should wear casual-formally to support the brand identity.

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EXTERNAL

COMPANY SIGNS

Material: Painted Colour: based on the colours of the signature lockup.

Type to Panel Ratio: Left and Right - 1x Cap Height Top and Bottom - 0.85x Cap Height Placement: Hanged on wall

The company sign of The Coffee Craft is simple, painted on wall. The colours of the brand must be in the sign so the brand doesn’t lose its identity.

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EXTERNAL

POINT OF SALES

Point of Sales Item: Menu Method: Indigo Printing, two sides Size: A3 (297mm x 420mm) Print Media: Thin grey textured paper

The menu design is inspired by newspaper layouts. We made it this way to accentuate the brand identity. We also made it this way to repalce it easier because the menu switches every couple months

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EXTERNAL

POINT OF SALES Tapes

Point of Sales Item: Coffee Bean (Packaging)

Packaging Flat Design (Front)

Description: Labels and stickers are sticked on brown paperbag.

Comes with a thank you card with brewing guides (see page 64)

Label (Sticker)

Stickers

(Back)

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The coffee bean packaging is made to look handmade to accentuate the crafting aspect of the brand identity.

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roasted on:

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EXTERNAL

POINT OF SALES

Point of Sales Item: Mugs and Takeaway Cups

Cup

Takeaway Cup

(Front)

Description: Mugs are for in-store, paper cups are for takeaways.

Print Media: Mug - printed on surface Paper Cup - stickers

(Back)

Cups design are made to show the logos and tagline of The Coffee Craft so the ownership is clear, and also for promotion at takeaway cups.

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Stickers

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EXTERNAL

POINT OF SALES

Print Media: Menu Board Material: Paper and board Method: Indigo printing, one side Dimension: 323mm x 594mm Description: Hanged on cashier wall.

The menu board is inspired by diner menus. It is hanged over the cashier wall.

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EXTERNAL

POINT OF SALES

Point of Sales Item: Coaster Print Media: Thick paper, gloss finish Method: Indigo printing, one side Size: 100mm x 100mm Description: Put under cold drinks.

The coaster is photography-based. Change the picture with any black and white, halftone pictures. The coffee cup graphic element acts as a ‘mark’ that wet coffee cups leave on surfaces, just as The Coffee Craft that leaves marks in the industry wherever it goes.

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EXTERNAL

BILLING STATEMENT

Print Media: Thin textured paper Method: Indigo printing, two sides Size: 83mm x 167mm Description: Given when customers pay their bills.

The bill design is inspired by vintage bill designs to accentuate the time era of the brand.

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INTERNAL

OFFICE SIGNAGE

Method: Engraved on board, painted

Workshop Room Signage

Material: Cement Size: Brew Bar - 300mm x 1000mm Toilet - 25mm x 25mm Placement: Hanged on wall

Toilet Signages

The office signages in The Coffee Craft uses simple illustrations that are not used in other designs so the information can be channeled faster. The signages uses the brand’s primary colours.

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PROMO / ADS

SOCIAL MEDIA PROFILE PICTURE

Description:

Variant 1: Orange Background

The Coffee Craft’s profile picture uses the coffee cup graphic element for brand image consistency and has 3 colour variations. All of these logos can be switched freely.

Always remember to adjust the logo according to its area, and do not crop the logo in every use to ensure brand image consistency.

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Variant 2: Monochrome

Variant 3: Blue Background

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Instagram Profile Picture Preview

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PROMO / ADS

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SOCIAL MEDIA - INSTAGRAM POST

PROMO / ADS

SOCIAL MEDIA - INSTAGRAM FEED

Method: 3x3 post Row 1 (bottom): Right to Left - photography, typography, photography Row 2 (middle): Right to Left - typography, photography, typography Row 3 (top): Right to Left - photography, typography, photography

Feeds on Phone Preview

There are 9 templates used in The Coffee Craft’s instagram feed. There is no fixed sequence, but must follow the typephoto-type order.

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PROMO / ADS

POSTER

Print Media: Version 1: Textured paper Version 2: Art Paper

Version 1 - Type based

Size: A3 (297mm x 420mm) Method: Pair every versions so the amount of posters equal.

Placement - Version 1: In an area on a wall, overlap posters to cover the area, Version 1 (typography based) overlaps Version 2 (photography based).

Placement - Version 2: When placed alone, place on an empty wall that contrasts the posters. Version 1, place on dark coloured wall. Version 2, place on light coloured wall.

Photos may be switched to similar mugshot style photographs for variety in placement version 1.

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Version 2 - Photography based

PROMO / ADS

POSTER

Print Media: Sticker paper Individual Size: 37mm x 99mm Collective Size: 297mm x 99mm Description: Fringes can be pulled to become invididual stickers.

Method: Print fringes with excess space to stick behind poster.

The posters of The Coffee Craft promotes its workshops and made this way to be eye catching. Fringes on posters are used to add interactiveness towards the posters.

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Fringes

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PROMO / ADS

COUPON

Type: Vouchers

Front - 3 versions

Print Media: Thick textured paper, print two sides Method: Indigo printing, two sides Size: 70mm x 35mm Description: Given on special occassions.

The vouchers size given to customers are unconventional to modern vouchers coupon. We want the design to fit all wallet sizes, because The Coffee Craft targets both male and female audiences. The design is inspired by vintage tickets to accentuate the brand’s identity.

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Back - 3 versions

PROMO / ADS

COUPON

Type: Ticket

Front

Back

Print Media: Thick textured paper, print two sides Method: Indigo printing, two sides Size: 55mm x 100mm Description: Given when customers register to a workshop.

The workshop ticket is a token given when customers register to a workshop. It acts as a proof of workshop participation. The design is inspired by vintage movie tickets to accentuate the brand identity.

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CARDS

LOYALTY CARD

Type: Loyalty Card

Front

Print Media: Thick textured paper, print two sides

Stamp

Method: Indigo printing, two sides Size: 85mm x 55mm Size: 85mm x 55mm Description: Given when customers register to a workshop. Loyalty card for workshops with hollow coffee cup stamp.

Loyalty cards are given for customers to collect stamps.

The stamp is a hollow coffee cup graphic element so the numbers that is stamped on is visible. The design is inspired by employee id cards so customers feel like they are a barista working in a coffeeshop.

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Back

CARDS

THANK YOU CARD

Type: Thank You Post Card

Front

Print Media: Thick textured paper, print two sides Method: Indigo printing, two sides

Stamp

Size: A5 (148mm x 210mm) Description: Given when customers order online and offline. Put on merchandise packaging.

Back

This card is a thank you card that can also be a postcard.

Aside from that, this card can tell which beans goes well with which brewing method. It is also customizable and can be used for different types of beans because the brewing guide is stamped on the card.

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CARDS

CERTIFICATE

Type: Certificate

Preview

Print Media: Thick textured paper, print two sides (back side print full grey colour) Method: Indigo printing, two sides Size: 140mm x 253mm Description: Given when customers successfully finished a workshop. Act as a diploma for graduating a workshop.

Placement: Displayed standing. Every certificate comes with a card stand so customers can display their certificates.

This is a workshop completion certificate. The design is made unlike conventional certificates so it can also be a home decor, put on shelves etc.

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ACCESSORIES

PINS

Print Media: Badges: round pins Enamel pins: Enamel pins or acrylic pins

Badges

Enamel Pins

Packaging

Pins with packaging

Size: width 30-50mm Description: Comes with paper packaging.

Packaging Size: 48mm x 70mm Packaging Print Media: Thick textured paper

This card is a thank you card that can also be a postcard.

Aside from that, this card can tell which beans goes well with which brewing method. It is also customizable and can be used for different types of beans because the brewing guide is stamped on the card.

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ACCESSORIES

CAMERA STRAP

Print Media: Cloth (Drill Kenzi) Dimension: 40mm x 1300mm Description: Comes with one badge and paper packaging. (see page 72) Packaging Size: Varies

** Real product has no logotype repetition (logotype placement is only the one right below the badge).

Packaging Print Media: Art Paper

Because The Coffee Craft’s patrons are mostly youths, we made accessories that cater to the youth’s needs and interests, that is photography.

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ACCESSORIES

PHONE CASE

Print Media: Hard case

Packaging YOUR NEW PHONE CASE.

Size: Depending on phone type Description: Comes with paper packaging.

Packaging Size: 137mm x 264mm

Flat Design

Packaging Print Media: Thick textured paper C ICED OR HOT

YO UR CHOICE!

YOUR NEW PHONE CASE.

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Another accessory we sell in our store is phone case. The design is similar to our pin design.

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ICED OR HOT

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YO UR CHOICE!

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MERCHANDISE

T-SHIRT

Print Media: Cotton

Front

Back

Version 1

Version 1

Front

Back

Version 2

Version 2

Method: Screen Print, two sides Size: Depending on size Description: Comes with paper packaging. (see page 72) Packaging Size: Varies

We have 2 t-shirts that we sell in our store. Version 1 is a white/ grey tshirt, design inspired by vintage retaurant t-shirts. The second version is a black t-shirt, and the design is inspired by band tour schedule t-shirts. But instead of tour schedules, it shows the time of the day and the coffee type a person is drinking; a reference for staying up late and waking up early to do work.

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MERCHANDISE

SHIRT

Print Media: Linen

Front

Back

Size: Embroidery, two sides Size: Depending on size Description: Comes with paper packaging. (see page 72) Packaging Size: Varies

Another merchandise we sell in our store is a shirt, similar to vintage work shirts. Thrifting is getting popular now for youths in Jakarta and we want to embrace that. A significant thrift find is bowling / work shirts. This shirt that we sell is inspired by that.

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MERCHANDISE

TOTEBAG

Print Media: Canvas Method: Screen Print, one side Size: 200mm x 300mm Description: Comes with long strap for pins Packaging Size: No packaging

We sell totebags as our real contribution towards fighting plastic waste. The design is a statement of our brand, which is ‘BAD COFFEE ENDS HERE’.

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MERCHANDISE

MERCHANDISE PACKAGING

Print Media: Art Paper

Wrapping Paper

Method: Indigo printing, one side Size: A3 (297mm x 420mm) Description: For wrapping merchandises and/or accessories bought in both online and offline store.

Tapes

For every purchase of our merchandise or accessories there will be paper packaging. We chose to use paper packaging because we believe that we should help reduce plastic waste and our paper packaging is our real contribution for our conservation of plastic.

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Stickers

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