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BRAND BOOK 3
WHAT IS BRAND?
WHO IS MINIMO?
Brand: 8
History: 14
Differences: 20-21
Economic Models: 9
Mission: 15
Strategy: 22-23
Benefits: 10
Brand Divisions: 16-17
Experience: 24
Components: 11
Audience: 18
Touchpoints: 25
Competitors: 19
TABLE OF CO WHAT DOES THE AUDIENCE SAY?
Profile: 28
Brand Satisfaction: 33
Lifestyle: 29
Brand Preference: 34
Brand Awareness: 30-31
Brand Loyalty: 35
Brand Engagement: 32
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OUR PERSONALITY Bold: 38-39 Classic: 40-41 Genuine: 42-43 Masterful: 44-45 Welcoming: 46-47
NTENTS TOUCHPOINTS
STYLE GUIDE
Minimo Touchpoints: 48-83
About the Logo: 86-87
Color: 98-99
Logo Geometry: 88-89
Illustrations: 100-101
Signatures: 90-91
Things We Say: 102-103
Logo Misuse: 92-93
Advertisements: 104-105
Type: 94-97
Patterns: 106-115
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WHAT IS BRAND? 7
BRAND|marca Before logos, symbols, colors, and “branding,” we need to answer some questions.
WHO ARE WE? WHO NEEDS TO KNOW? HOW WILL THEY FIND OUT? WHY SHOULD THEY CARE? A brand is certainly more than a logo, and so is the case with Minimo. Through the course of these opening sections, we will begin to answer these questions, establishing who we are, our audience, our brand strategy, and our market research. This, combined with the company’s distinct look and feel, will provide you with a clear understanding of everything that makes us Minimo.
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ECONOMIC MODELS|modelli economici Here’s a bit of history on how companies and the idea of brand has changed over the years.
OLD ECONOMY identity
NEED PRICES PRODUCTS PRODUCTION-FOCUSED SERVICES GOODS CONVENIENCE
NEW ECONOMY
brand
EXPERIENCE VALUE IMAGE CONSUMER-FOCUSED CREATIVE IDEA PERSONALITY
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BENEFITS|benefici SAVES COST
CREATES LOYALTY
ALLOWS FOR PREMIUM PRICING
CUTS THROUGH INFORMATION CLUTTER
PROTECTS FROM COMPETITION
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COMPONENTS|componenti BUSINESS
MARKETING
Products
Perception
Services
Trend
Mission
Audience
Goals
Competitors
Values
DESIGN Logo Look & Feel Touch-Points
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WHO IS MINIMO? 13
WHO WE ARE Founded in Sacramento by New York native, Maria Ramano, Minimo is a gourmet pizza eatery with 10 locations across the north west region of the United States. Maria’s parents immigrated from Italy to the U.S. Gaining an expertise in crafting simplistic pizzas in New York as well as a mastery of the family recipes from her Italian roots, she came to Sacramento to shake up the west coast pizza game.
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WE CRAFT GOURMET PIZZAS INSPIRED BY CLASSIC RECIPES WITH A MINIMALISTIC ATTITUDE TOWARD EVERYTHING FROM THE INGREDIENTS WE USE TO THE AMOUNT OF WASTE WE CREATE.
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BRAND DIVISIONS|divisioni di marca PIZZA & OTHER FOOD
The name of the game is pizza, but we also serve other food-related items like bread sticks, cheese plates, wine, beer, and soda.
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BRAND DIVISIONS|divisioni di marca PACKAGED FOOD
MERCHANDISE
You can take home our house made pizza sauces, cheeses, and olive oil, packaged and ready to go.
Take a slice of Minimo everywhere you go with t-shirts, aprons, hats, pins, and more.
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AUDIENCE |pubblico Everyone loves pizza, but Minimo’s audience is a little more specific than “everyone.”
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URBAN DWELLERS.
LARGER GROUPS.
COLLEGE AGE TO LATE TWENTIES.
FOODIE CULTURE
COMPETITORS|concorrenti Every great champion has its competition. These pizza destinations all have their place in the greater pizza conversation and might even have some similarities to us.
BLAZE PIEOLOGY CALIFORNIA PIZZA KITCHEN PIZZA ROCK HOT ITALIAN CHICAGO FIRE VITO’S
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DIFFERENCES|differenze
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WHAT WE OFFER... We love healthy competition, but we also think our differences to our competitors are what makes us stronger. Here’s some of what we offer that many of our competitors do not.
smaller, more limited menu
menu oriented, not build-your-own
communal seating
environmentally conscious
upscale offerings (wine, beer, gourmet pizza) at a lower price.
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STRATEGY|strategia Minimo’s strategies to build awareness, engagement, loyalty, and establish differences is rooted in our commitment to do things differently.
AWARENESS Social media campaign. Mailer Billboard Wall Mural Print Ads Writer’s Early Access
ENGAGEMENT Opening Events Group Benefits/Discount Tasting Events Happy Hour Local Events Catering
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STRATEGY|strategia From using less print ads, to inviting Yelp reviews to come try our pizza at no charge, our brand is conscious and confident, and each component of our strategy showcases that.
LOYALTY Consistency in craft and menu Excellent service Follow up surveys for exclusive deals Merchandise Rewards system
DIFFERENCES Minimal pizzas & minimal menu Environmentally conscious (less waste) Communal table-setting Local Produce Local Breweries/Wineries Represented
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EXPERIENCE|esperienza
Upon entering, customers are welcomed by rich aromas and a friendly greeting.
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Customers are then presented with a simple and easy-to-use menu.
After ordering, customers can choose to sit at large communal tables or smaller tables.
While waiting for their pizza to arrive, customers enjoy our artisan breadsticks, brought to each table.
Pizza is served. Bellies are filled. Life is good at Minimo.
TOUCHPOINTS|punti di contatto business card print ad billboards reviews website mobile app
BEFORE PURCHASE
mailer word of mouth social media testimonial
coupons store staff menu
DURING & AFTER PURCHASE
t-shirts beer glasses pizza boxes bags place-mats emails hats
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WHAT DOES OUR AUDIENCE SAY? 27
USER PROFILE Our audience features college students and graduates that are now working.
33% working part time
37% unemployed students
18%
employed full time
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USER LIFESTYLE Minimo features a pretty minimal menu. It’s in our name. We asked our audience if they typically even order sides with their pizza.
70% DO NOT 30% DO 29
BRAND AWARENESS We asked our audience which of our competitor’s they had heard of.
CHICAGO FIRE
PIEOLOGY VITO’S
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BRAND AWARENESS Our audience was most familiar with Pieology, California Pizza Kitchen, Blaze and Chicago Fire.
HOT ITALIAN
CALIFORNIA PIZZA KITCHEN
BLAZE PIZZA ROCK
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BRAND ENGAGEMENT We asked our audience which of our competitors they had eaten at. Pieology was the most visited by a wide margin.
42%
BLAZE
85%
PIEOLOGY 20% 25%
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HOT ITALIAN VITO’S
44%
CALIFORNIA PIZZA KITCHEN
44%
CHICAGO FIRE 22%
PIZZA ROCK
BRAND SATISFACTION We also asked our audience which of our competitors left them feeling the most satisfied. Once again, Pieology established itself as our biggest competitor.
BLAZE PIEOLOGY HOT ITALIAN VITO’S CALIFORNIA PIZZA KITCHEN CHICAGO FIRE PIZZA ROCK
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BRAND PREFERENCES We asked the audience why they chose to visit our competitors. Here’s the response from our competitor, Blaze. Most liked the easy and quick accessibility of Blaze.
15% 20%
NICE ATMOSPHERE
43%
EASY AND QUICK
13% 54%
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LOW PRICES
REALLY GOOD NA
BRAND LOYALTY We also found that for the most part, our audience was compelled to revisit all our competitors they had experienced with a large response for Blaze and Pieology.
BLAZE PIEOLOGY 35
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OUR PERSONALITY 37
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BOLD
We are confident, strong, and we speak our minds. We make great pizza, why shouldn’t we say so? Bold personality, bold flavors, this is who we are.
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CLASSIC
We’re not trying to be the next “new thing”. We’re perfecting tradition. We use time-tested recipes to create pizza the way it was meant to be experienced.
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GENUINE
From our house made sauce made from Italian tomatoes, to our toppings sourced from local farmers, we use the best and freshest ingredients. We have nothing to hide.
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MASTERFUL Great pizza is simple, but that doesn’t mean it’s easy to make. Our pizza artisans make our sauce and dough in house and hand craft our specialty pies each day.
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WELCOMING From the moment you step in and smell the wonderful aromas of perfectly crafted pizza pies, to our friendly staff greeting and helping you decided on which flavors to indulge in, you won’t want to leave.
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TOUCHPOINTS 49
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Dear Minimo stores, Thank you so much for another great year! The past year has seen Minimo double from six locations to twelve so suffice it to say, it’s been a busy one. However, from visiting all the stores regularly, to reading customer reviews and even receiving some letters, it’s easy to tell that all this change and growth has not changed the customer experience from being tremendous. Without our great team of management, to our sales clerks, and chefs, Minimo would not be where it is today. In celebration of you all and Minimo, each store will be hosting an end of the year party. These parties are a time to invite your family and share with them the spirit, food, and festivities of Minimo. Minimo will close early on June 3rd at 5pm, after which each store will begin their party, with each member of staff being paid for the whole day.
213 K St. Sacramento, California 95816
In addition, here is a $50 gift card as an end of the year bonus. Once again, thank you so much for all your hard work, dedication, and commitment over this past year. Here’s looking forward to the next year. We’re expecting to see even more stores, branching into some more states, and maybe even a menu item or too, but of course, we’ll keep it minimal. Sincerely,
MARIA ROMANO|ceo mariar@minimopizza.com (916) 254-7323 minimopizza.com
MARIA ROMANO|ceo mariar@minimopizza.com (916) 254-7323 minimopizza.com
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STYLE GUIDE 85
ABOUT THE LOGO Great food has a story. So does our logo.
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LOGO OR BUST
GOD OF FOOD
FOOD IS ART
The mark for Minimo is a statue bust, alluding to the brand’s Italian roots and traditional recipes and the time-tested nature of those recipes. This also signifies the brand’s bold attitude, something not easily broken.
The statue represented within the mark is of Edesia, the Roman goddess of feasting. Food, Rome, Minimo: the three things just go together and Edesia exemplifies this. The idea of feasts also reflects our attitude of community within eating great food.
Minimo’s logotype has a classic scripted and “brushlike” quality because making great pizza is a work of art.
ABOUT THE LOGO
BREAKDOWN This is our signature that embodies our bold, welcoming, classic, masterful, and genuine spirit.
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LOGO GEOMETRY 3X
2.5X
X
5.5X
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PRIMARY SIGNATURES Minimo has several logo variations. Here are our three primary signatures.
PRIMARY SIGNATURE
SIGNATURE WITH TAGLINE
SIGNATURE WITH BYLINE
ARTISAN PIZZA
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SECONDARY SIGNATURES Minimo’s secondary signature uses the logotype without the mark or you may use the crest by itself. Never use the crest mark with the logotype.
LOGOTYPE ONLY
CREST ONLY
LOGOTYPE WITH BYLINE
ARTISAN PIZZA
LOGOTYPE WITH TAGLINE
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LOGO MISUSE
Do not distort or warp the logo
Do not rotate the logo
Do not take away any elements from the logo
Don’t change the colors
Do not outline or create strokes around the logo or type.
Do not change the typeface Or manipulate the mark in any way.
Do not place the logo on a background similar in color.
Do not reverse the logo or make the mark white.
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TYPE PRIMARY DISPLAY TYPEFACE BERTHOLD AKZIDENZ GROTESK Berthold Akzidenz Grotesk is our primary display typeface. It should specifically be use to communicate important headlines. This typeface alludes to the brands “bold” and “modern” aesthetic.
ABCEFGHIJKLMN OPQRSTUVWXYZ 123456789&$% 94
TYPE USING BERTHOLD AKZIDENZ GROTESK HEADINGS This typeface’s intended use is for headings and important messages. It should be the largest typeface on any given page and never used for more detailed information.
HEADLINE SPECIFICS
This typeface should always remain at its standard tracking of 0. The leading should be set to the same size as the point size. For example a point size of 20 should have leading of 20. This typeface must always be in all CAPS to retain its sense of urgency and boldness.
THIS IS HOW TWO LINES OF TYPE SHOULD LOOK.
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TYPE BODY TEXT ATHELAS Athelas is our body text typeface. It is intended to be used for more detailed information, acting as a support for our primary display typeface. This typeface alludes to the brand’s classic and welcoming aesthetic.
ABCEFGHIJK LMNOPQRST UVWXYZ 123456789&$% 96
TYPE USING ATHELAS BODY COPY This typeface is intended to be primarily used for informative body copy, such as descriptions of menu items or information found in advertisements. It should never be used for headings.
SPECIFICS This typeface should always remain at its standard tracking of 0. The leading should be set 1 point above the point size except when listing items. This typeface should mostly be used with mixed cases (not all caps) with some exceptions. This typeface should never be too set to a size where it dominates the hierarchy.
This paragraph showcasing the typeface, Athelas, is set at 15pt with a leading of 16 pt. While larger, it still doesn’t exceed the hierarchy of our primary display typeface, Berthold Grotesk.
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BRAND COLORS Minimo primarily uses its Robust Red and Stone Grey colors, but we have a few other colors, shades and tints up our sleeves as well. ROBUST RED PANTONE P 45-7 U C-0 M-85 Y-86 K-0
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STONE GREY PANTONE P 174-14 U C-76 M-63 Y-55 K-24
OLIVE GREEN PANTONE P 137-11 U C-44 M-4 Y-37 K-10
ITALIAN SAND PANTONE P 169-1 U C-5 M-6 Y-10 K-0
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ILLUSTRATIONS Minimo’s illustration style is expressive and sketchy with a hand drawn feel that add a flavor of traditional drawing and painting techniques. This approach to illustration allow us to communicate a wide range of ideas, products, and merchandise while maintaining a consistent image, voice, and style. Illustrations should always be somewhat rough, abstract, a blend of brush techniques, and a general imperfect nature when it comes to color and the sketch itself.
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THINGS WE SAY Minimo has a certain tone of voice and language it uses as flavor descriptors. There are words that feel like Minimo. Here are some of them.
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B UTTE R R
T S U B O GENUINE
R E FR E S H I N G SAVO RY
S M O OTH
E LE G
SW E ET
ANT FR E S
H
CRIS S U O I N O M R P HA HER BAL B R I G HT C I T N E C LASS I C AUTH
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THINGS WE DON’T SAY There are also words that don’t feel like Minimo. Here are some examples.
FI ERY M EATY
SC RU M PTIO US M O UTH-WATE R IN G
YEASTY C H E WY
M O I ST TAN GY
B O N KE R S FANTAB U LO US Z I N GY
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ADVERTISEMENT GUIDELINES When advertising, we have some parameters to keep things cohesive.
Advertising guidelines are recommended because they’re intended to keep ads visually cohesive and effective for our identity. Whether in a newsletter, magazine, digital signage, social media or the web, the consistent use of visuals in advertising helps keep Minimo looking like Minimo.
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SAMPLE AD Call to action (recommended)
Must have logo mark with or without tagline as well as Minimo’s color and font use.
Social media icons
Minimo graphic elements & pictures (recommended) *website features and ads are the only areas to use photography.
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