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Help Save the Planet One Scoop at a Time
Brand Guidelines
Boulder Ice Cream
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Introduction Boulder Ice Cream offers organic ice cream that is made from all natural, pure ingredients. Our products are minimally processed without artificial ingredients, preservatives, and provide customers with the freshest high quality organic ice creams. Our values are focused on organic food production and sustainable practices to help leave minimal impact on the planet. We work with local dairy farms that produce milk and cream without any use of toxic pesticides and fertilizers. Furthermore, we are an co-friendly company who uses alternative energy sources to minimize impact on earth. 3
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Table of Contents
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1.0 Research
3.0 Style Guide
1.1 1.2 1.3 1.4
3.1 3.2 3.3 3.4
Introduction Research Paper Creative Brief SWOT Analysis
Logo Usage Typography Color Palette Imagery
2.0 Creative Development
4.0 Design Solutions
2.1 2.2 2.3 2.4 2.5
4.1 4.2 4.3 4.4
Moodboards Logo Redesign Social Media Concepts Website $ Mobile App Concepts Print Ad Concepts
Social Media Website & Mobile App Print Ads Billboard
1.0 Research
3.1 Introduction 3.2 Research Paper
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3.3 Creative Brief 3.4 SWOT Analysis
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1.2 Introduction Headline Boulder Ice Cream offers organic ice cream that is made from all natural, pure ingredients. They work with local dairy farms that produce milk and cream without any use of toxic pesticides and fertilizers. Their products are minimally processed without artificial ingredients, preservatives, and provide customers with the freshest high quality organic ice creams. Boulder Ice Cream is an eco-friendly company who uses alternative energy sources to minimize impact on the environment. Boulder Ice Cream will continue to maintain its promise to use organic ingredients from local dairy farms that do not use pesticides and fertilizers while minimizing impact on the environment and raise awareness about environmental issues. This paper will discuss the reasons why Boulder Ice Cream is more successful than other organic ice cream companies. By working to save endangered land and focusing on increasing their eco-friendly practices, Boulder Ice Cream will stand out from its competitors. To give Boulder Ice Cream an advantage over its competitors, some ideas in this paper will focus on availability, location, health, economics, environmentally friendly practices and variety. Boulder Ice Cream targets
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families and young children to buy and enjoy their healthy treats. Opportunities for Boulder Ice Cream are to sustain and increase use of alternative energy by practicing other types besides wind power. They have the potential to expand and offer a variety of flavors and frozen desserts. In turn they will be expanding their customer base because of variety and offering different products that are unique. To build a stronger brand entity in the organic industry availability is key for the success of building a brand and for customers to recognize and relate to Boulder.
Sub-head
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3.0 Style Guide
3.1 Logo Usage 3.2 Typography
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3.3 Color Palette 3.4 Imagery
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3.1 Logo Usage When creating sketches of the new logo design there were two directions I took. One was more focused on the name of Boulder Ice Cream using the rock looking font you see on the left and the second approach was incorporating the brand color I chose with an abstract ice cream element. Their current logo did include a simple ice cream cone shape but was lacking a good typeface and bold colors that could help differentiate them from their competitors who also use earth tone colors to show the organic side of the company.
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The logo should not be used smaller then the minimum size, distorted or used with non brand colors. Adding graphics or words is also unacceptable. The logo should be an acceptable distance from other elements. Minimum Size
Unacceptable Usage
Width: 1.9497
Logo distortion, use of non brand colors, or adding words or other elements.
Boulder Ice Cream
Do not alter the horizontal scale of the logo. Boulder Ice Cream
Clear Space
Boulder Ice Cream
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B
Boulder Ice Cream
Do not use non brand colors.
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Do not alter the vertical scale of the logo.
Boulder Ice Cream
Do not adds words or graphic element that will interfere with the logo.
Boulder Ice Cream
3.2 Typography I chose to use CF Crack Bold as the typeface for headlines because its bold and plays on the word Boulder. This font was used in one of my last logo designs and I felt it was very fitting for the name Boulder Ice Cream however I did not chose that logo design as my final but would still like to incorporate this font into the brand. The font is eye catching especially when used with effects which will work well with advertising materials. Rockwell Bold will be the primary font used in headlines and some call to actions. Century Gothic Regular is the typeface that will be used for the body copy and call to action since it’s legible and easy to read. The tone for copywriting will be upbeat, happy, positive, bold, playful and environmentally friendly.
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Headines Align Center Rockwell Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ! Alternative Headline when legible Rockwell Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Body copy/sub-head Century Gothic Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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3.3 Color Palette The bold palette offers dynamic, vibrant, and energetic colors. These characteristics are important for Boulder Ice Creams campaign especially since the logo includes three colors from the color palette. The colors in the palette stand out against bland designs since they are bright and saturated colors that “pop� on dark and light backgrounds. The mood and personality of the brand is complemented by this color scheme. The bold colors help counterpart the bold typography, copy writing style and abstract imagery.
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Pantone 660 C
Pantone 376 C
Pantone 219 C
R 136 G 197 B 64
R 33 G 122 B 189
R 210 G 39 B 129
C 51 M 0 Y 100 K 0
C 83 M 46 Y 1 K 0
C 13 M 96 Y 13 K 0
R 247 G 140 B 34 Pantone 144 C
C 0 M 54 Y 97 K 0
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Pantone 7404 C
R 253 G 213 B 0 C 2 M 13 Y 100 K 0
3.4 Imagery Photography will capture people in the moment of enjoying ice cream and helping the planet. The mood and emotion will portray happy, healthy, and energetic personalities. Other supporting imagery can be vector based as well and will also represent abstract and positive feelings. These images are innovative and create an abstract approach that will represent outside of the box visuals. This “look and feel� will attract families and children since the visuals are interesting and colorful. For Boulder Ice Cream to be different from its competitors the abstract images and bold colors will set them apart. Showing ingredients in a different way will catch the customers interest and give them a visual way to identify with Boulder Ice Cream.
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4.0 Design Solutions
4.1 Social Media 4.2 Website & Mobile App
4.3 Print Ads 4.4 Billboard
4.1 Social Media This type of media will directly target my audience but allow consumers to be involved and share their thoughts about Boulder Ice Cream through social media which can also include photography. This is a fast and free type of media that will spread the work of Boulder Ice Creams awesome organic flavors and portray their involvement in the environment. • Build loyalty with customers and increase brand exposure. • Creates engagement that the customer can be involved in. • A line of communicate that is more direct then say print advertising. • A cheaper type of media that reaches a larger audience. • Extend brand audience. • Reach potential customers.
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4.2 Website & Mobile App A revamped website will be clean and appealing while keeping the existing layout and menus. The current information is relevant and does not need to change since a lot of the content is informative to the consumer. The redesign will display well across various platforms. It is important to update the site to match the new brand image and also for consistency across other media such as Facebook and the mobile app. Magazines will include OR codes which will also bring customers back to the website. Possibly add some video to the site as well that focuses on the brands main valued of organic farming and sustainable practices. • Change brands image. • Create a consistent modern online image to help communicate what the brand is. • Improve user experience. • Make website more user friendly and engaging. • Build brand equity • Create versatile and enhanced website presence across different platforms. 24
To promote and make ordering Boulder Ice Cream at the customers finger tips and app will create a easily accessible way for anyone with a smart phone to order their favor type of ice cream and have it delivered to their door within a short period of time. The app will also help them locate restaurants and stores that offer Boulder Ice Cream. It will also allow the consumer to locate a mobile solar powered ice cream stand that only offers Boulder Ice Cream products. • Increase awareness. • It will connect with users on a more personal level. • Educated consumers. • Customer engagement. • Give customers 24/7 accessibility and status on orders. • Accessibility and interaction.
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4.3 Print Ads Targets a more specific audience base on what type of magazine a Mom, teenager, or even a fisherman. Communicates the benefits, drives customers to the website, mobile app and social media channels. Persuades prospective customers to trust and believe in your brand. • Communicate the benefits of the product. • Solve needs of the customer. • Drive customers to the website, social media and mobile app. • Will help create brand awareness. • Persuade prospective customers to switch brands. • Increase brand audience.
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4.4 Billboards
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A Rebranding Campaign 30
Help Save the Planet One Scoop at a Time
Boulder Ice Cream Second Designs for front/back covers
Boulder Ice Cream 31
Second Designs for front/back covers
Boulder Ice Cream
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