Apeel Juice Brand Guidelines 2019

Brand Identity Standards and Guidelines January 2019

1

AJ BRAND BOOK

WELCOME

A Brand Guideline’s Purpose The goal of this brand guideline, both a verbal and visual system, is to develop a clear understanding of the company and its values. It is composed of an extensive library of written and visual elements that collectively help establish brand loyalty through consistent use.

Think of this guideline as a high-quality juicer that requires the utmost care to ensure machine maintenance and maximum nutrients yield.

This is a long-term investment and we really want to see this company come to fruit-ition, so please squeeze with discretion.

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CONTENTS

Table of Contents

1/ CORE VALUES

3/ IDENTITY SYSTEM

4/ BRAND APPLICATION

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55 Stationery

Business Cards Letterhead Envelope

Our Purpose

2/ BRAND STRATEGY 7 Our Personality Word Cloud

Brand Attributes

Tone of Voice 10

Our Audience Competitive Survey Moodboard: Audience Survey Consumer Mindset

14 Messaging Architecture

Brand Positioning

Value Proposition Tagline

Brand Stories

Visual Strategy Moodboard: Keywords Moodboard: Color & Graphic

19 Brand Toolkit

Our Logo

Color Palette Typography Photography 41 Graphic Elements

Iconography Illustration Pattern

58 Digital

Email Signature

Presentation Slides Website 62 Print

Posters Flyers

Packaging Labels Merchandise

5/ CONTACT US 67

Contact & Engage

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PART 1: CORE VALUES

CORE VALUES

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PART 1: CORE VALUES

Our Purpose

V I SI ON

We envision a world where inclusivity is universal.

MI SS I ON

Apeel Juice embraces all shapes and sizes. By repurposing abandoned produce, we craft a premium and accessible juice for communities to quench their thirst to feel good and do good.

VA LU ES

We accomplish our mission by shifting the common perception that “ugly� implies rotten or damaged. Through a playful but grounded tone of voice, paired with visually enticing imagery, Apeel Juice encourages new generations to embrace a social consciousness for a sustainable future.

OUR PURPOSE

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PART 2: BRAND STRATEGY

BRAND STRATEGY

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OUR PURPOSE

PART 2: BRAND STRATEGY

Our Personality

OUR PERSONALITY • WORD CLOUD

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Our Brand Attributes

PART 2: BRAND STRATEGY

FORWARD-THINKING & CONSCIOUS.

UNIQUE & A COMMUNITY.

We believe in leaving the world a better

In a nutshell, we are celebrating the outcasts

place than we found it. Mindfulness of current events, coupled with positivity, are fundamental in informing decisions made around brand and marketing collateral.

who bring diversified perspectives or flavors, in this case, to the table. The tone of voice used to tell their stories should be witty and unlike any other juice company out there. A key reminder is that despite our differences, we are all on the same journey of reducing food waste.

VISIONARY & RELATABLE.

FUN & RELIABLE.

We are a group of friends filled with passion

We work hard and play hard. We eat, breathe,

for maximizing social impact. By surpassing

sleep our “feel good, do good” motto. While

the surface level, we expose and mend the

radiating optimism and lightheartedness, we

root of the problem. We are visionaries who

refrain from being frivolous and naive. At the

have a lot more in common than we think

end of the day, we’re a business that maintains

once we go beyond appearances.

professionalism and dependability, minus the white dress shirts and black ties.

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O U R P E R S O N A L I T Y • B R A N D AT T R I B U T E S

PART 2: BRAND STRATEGY

Tone of Voice

Our writing style conveys our overall tone of voice and is directly linked to our brand personality.

Keep it inclusive, witty and relatable.

The narratives we share invite inclusivity and encourage open-mindedness.

OUR PERSONALITY • TONE OF VOICE

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Our Audience: Competitive Survey

PART 2: BRAND STRATEGY

A

B

C

D

E

This is a compilation of competitors currently in the food & beverages market, excluding the homemade one.

It’s good practice to analyze the ongoing competition and get a sense of their strengths and weaknesses.

By doing so, Apeel Juice can better cater to the

PR I MA RY COMPETI TOR

SE C O NDARY C O MPE T ITO RS

FRINGE C OM P E TITOR

S AME INDUS TRY, S AME PRODUCT & S ERVICE

S AM E I N D U S T RY, D I F F E R E N T PR O D U CT & S E R VI CE

SIMILIAR OFFERINGS BUT D I F F E R E N T I N D U S TRY O R CORE OFFERING

end users and fill in for the other brands’ missed opportunities.

A Imperfect Produce Subscription boxes of imperfect fruits and vegetables Design usage/trends strong & bold colors, whimsical photography treatments, sarcastic & appealing tone of voice, entertaining yet educational portrayal of statistics, social good mentality

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B Pressed Juicery

C Nekter Juice Bar

D Jamba Juice

E Starbucks

Premiere juice bar

Premiere juice bar

Juice & smoothie bar

Coffee & tea bar

Design usage/trends clean and muted color palette, social media has consistent look & feel, shows drink & food pairings, black and white designs with natural pops of colors from the juices

Design usage/trends vibrant primary color (teal), hand lettering for type alludes to human touch, switches between photos and type against bold, solid colors to create an attractive Instagram grid

Design usage/trends photographs drinks with individual ingredients, presents hand-drawn illustrations and personalized typography

Design usage/trends bold colors with geometric shapes, usage of subtle motion graphics, dynamic photo treatments with simple line illustrations, headlines in san-serif type and body copy in serif for maximized legibility

OUR AUDIENCE • COMPETITIVE SURVEY

PART 2: BRAND STRATEGY

Moodboard: Audience Survey Apeel Juice conducted a field study on campus and talked to UC Irvine students, both undergraduates and graduates, about their personal interests and daily task flows.

Our study results show that these popular brands all appeal to our targeted consumers.

OUR AUDIENCE • MOODBOARD: AUDIENCE SURVEY

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PART 2: BRAND STRATEGY

Consumer Mindset To establish clear communication and unforgettable brand recognition, we must know who we’re talking to, what they care about, what irks them and what problems they come across on a daily basis.

The following two marketing personas are representations of our ideal consumers.

So, put your juicing goggles on and invite yourself into the lens of one of our customers.

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You are a millennial go-getter with a college budget. You’re currently working a finance internship position, making $20 an hour. Having influencers like Mark Cuban, Warren Buffet and Gary Vaynerchuk, your ultimate goal is to reach financial freedom and travel the world. Midterms are just around the corner. Energy drinks appear to be the only affordable, accessible option but you’re looking for healthier substitutes.

With a free school gym membership, you value an active and balanced lifestyle. You’ve ordered premium juice from high-end juiceries once or twice in the past—but eight bucks for a drink is unsustainable.

OUR AUDIENCE • CONSUMER MINDSET

SO LUT IO N

Apeel Juice provides a nutritious alternative to energy drinks without punching a hole in your wallet.

Since we source unwanted produce from local farms who would’ve otherwise discarded them, we help farmers save from lost revenue.

In return, they sell us the produce for a fraction of the cost, making it affordable for our customers.

PART 2: BRAND STRATEGY

You are a health-conscious college student with a part-time digital marketing internship. You’re an avid kickboxer and nature lover. On top of school and work, you’re a freelance photographer for a handful of clients found by word of mouth. Although you excel at time management and work well under pressure, stress and fatigue can get to you at times. You find yourself dozing off in class. But given your lengthy laundry list of responsibilities, you have limited time for resting or finding alternatives to caffeine.

SO LUT IO N

Apeel Juice takes the dirty work out of prepping your produce for juicing and cleaning the machine afterwards.

With a menu of all natural ingredients and no added sugars, we provide consumers on a time crunch the vital energy to stay productive.

OUR AUDIENCE • CONSUMER MINDSET

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Messaging Architecture

PART 2: BRAND STRATEGY

BR A ND POS I TI ON I NG • WHAT S ETS US APART FROM O T H E R C O M PE T I T O R S

This framework is built on our brand positioning, value proposition, tagline,

Apeel Juice is the only social good juice company that utilizes fresh, repurposed ingredients to help college students adopt a more nutritious and impactful lifestyle.

as well as brand stories that support our voice and values across all content and communication channels.

VA LU E PROPOSI TI ON • THE FUNCTIONAL AND EMOTION AL B E N E F I T S WE B R I N G T O C U S T O M E R S

With our relatable brand mission and genuine relationships with local farms, we craft tasteful juice that yields a “feel good, do good” phenomenon.

TAG LI N E • OUR S LOGAN

Drink Ugly. Feel (Pretty).

(Empowered) (Aware) (Energetic) (Gratitude)

(Confident) (Accepted) (Healthy)

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MESSAGING ARCHITECTURE • BRAND POSITIONING | VALUE PROPOSITION | TAGLINE

PART 2: BRAND STRATEGY

Brand Stories 1/ SOCIALLY CONSCIOUS.

2/ ACCESSIBLE.

• Social consciousness forms the core of our

• Given that we service local college campuses, our

business model and every decision is made

speedy delivery ensures everyone receives his or

with the community’s best interest at heart.

her orders within the same week of purchase.

opportunities arise for

• While we’re all about living in the moment,

• We all might know of someone who has felt like

new marketing content.

we equally value forward-thinking and

an outsider or out of place at a given time. Our

leaving a beautiful planet for generations

relatable mission lends itself to accessibility, on a

to come.

conceptual level.

Our brand stories or talking points should be referenced when

3/ REMEDIAL. • As college students, an early morning migraine can be a relatable pain in the butt. We have the perfect juice recipe to remedy that hangover cure.

• We help caffeine junkies wean from addictive energy drinks used excessively during last minute study sessions.

MESSAGING ARCHITECTURE • BRAND STORIES

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PART 3: IDENTITY SYSTEM

IDENTITY SYSTEM

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PART 3: IDENTITY SYSTEM

Moodboard: Color & Graphics The intentional marrying of writing style, messaging, art direction, color, typography and all other graphic elements sets the stage for a specific mood and brand image.

Consistent use of all these variables is equivalent to planting seeds for brand loyalty cultivation, thus carving space within the market to fulfill our social mission.

V I S U A L S T R AT E GY • M O O D B OA R D : C O LO R & G R A P H I C S

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PART 3: IDENTITY SYSTEM

Moodboard: Keywords

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V I S U A L S T R AT E GY • M O O D B OA R D : K E Y WO R D S

PART 3: IDENTITY SYSTEM

Brand Toolkit

This is an overview of all our brand elements.

They are tools that both individually and collectively communicate our essence.

LOG OS

TYPOG R A PHY

I CONOG R A PHY

C O LO R PALE T T E

PHOTO GRAPHY

ILLUST RAT IO N

PAT T E RNS

BRAND TOOLKIT • OVERVIEW

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PART 3: IDENTITY SYSTEM

Our Logos

There are 3 versions of the Apeel Juice logo:

A

B

logo, logotype and monogram logo.

The guidelines on the following pages will elaborate on when and how to use each version.

A LOGO: Logotype set inside imperfect circle.

B LOGOTYPE: Customized logotype to represent the individuality of our brand.

C MONOGRAM LOGO: “a” from “apeel” + “J” from “JUICE” + stroke of imperfect circle.

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BRAND TOOLKIT • OUR LOGO

C

PART 3: IDENTITY SYSTEM

Primary Logo

A

B

C

Our primary logo is the logotype set inside the imperfect circle.

This is our preferred logo choice if minimum width

BLACK & WHI TE

RE VE RSE B LAC K & WHIT E

FULL C O LOR

AGAINS T WHITE OR LIGHT BAC KG R O U N D S

AG AI N S T B L AC K O R D AR K B AC KG R O U N D S

AGAINST WHITE/LIGHT OR BLACK/DARK BACKGROUNDS

in both digital and print applications remains easy on the eyes.

MI NI MU M SI Z ES

MINIMUM WIDTH (DIGITAL): 150 PX

A PRIMARY LOGO: BLACK & WHITE

The B&W logo is always our first pick.

When overlayed on a colored background, try to pick a less saturated background color to increase legibility.

MINIMUM WIDTH (PRINT): 1 IN

B PRIMARY LOGO: REVERSE BLACK & WHITE The reverse B&W logo can be used against darker backgrounds with imagery. If image is too distracting, add a black layer on top of image and change its opacity to “multiply” at a legible percentage.

BRAND TOOLKIT • OUR LOGO

C PRIMARY LOGO: FULL COLOR

The full color logo works against both white/light and black/dark backgrounds.

Use this colored logo in applications that are not already filled with colors.

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PART 3: IDENTITY SYSTEM

Secondary Logo In cases where the primary logo needs to be scaled down below its minimum size of 150 px (digital) or 1 in wide (print), use the logotype by itself for increased legibility.

BLACK & WHI TE

RE VE RSE B LAC K & WHIT E

AGAINS T WHITE OR LIGHT BACKG R O U N D S

AG AI N S T B L ACK O R D AR K B ACKG R O U N D S

MI NI MU M SI Z ES

MINIMUM WIDTH (DIGITAL): 125 PX

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BRAND TOOLKIT • OUR LOGO

MINIMUM WIDTH (PRINT): 0.85 IN

PART 3: IDENTITY SYSTEM

Tertiary Logo

A

The tertiary logo is a monogram logo primarily used for social media graphics to leave our brand mark without distracting from the

BLACK & WHI TE

RE VE RSE B LAC K & WHIT E

FULL C O LOR

AGAINS T WHITE OR LIGHT BAC KG R O U N D S

AG AI N S T B L AC K O R D AR K B AC KG R O U N D S

AGAINST WHITE/LIGHT OR BLACK/DARK BACKGROUNDS

main content. Never use independently on branding collateral unless the company

MI N I MU M S I Z ES

name is present on the same application.

Our monogram logo is composed of the “a” from “apeel” and the “j” from “juice” enclosed by an

MINIMUM WIDTH (DIGITAL): 65 PX

outline of the imperfect circle. The width of the

MINIMUM WIDTH (PRINT): 0.50 IN

outline matches with that of the two letters.

A TERTIARY LOGO: BLACK & WHITE

When overlayed on colored background with imagery, pick a less saturated background to increase legibility. If image is too distracting, add a white layer on top of image and change its opacity to “lighten” at a legible percentage.

BRAND TOOLKIT • OUR LOGO

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PART 3: IDENTITY SYSTEM

Our Logos: Clear Space To keep our logos consistently legible

A

B

across all brand touchpoints, please keep all content outside the defined clearspace boundaries.

A

B The clear space for the full logo and logotype is the width of the “a” in “apeel”

C The clear space for the monogram logo is equal to the width of the closed counter of the letter “a”

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BRAND TOOLKIT • OUR LOGO

C

PART 3: IDENTITY SYSTEM

Our Logos: Misuse 1/2 The logo gives end users the first impression of the company and must be reproduced

Never use color variations different from the ones specified for each logo.

Never place the logos against any background pattern or shape.

Never place the logos against low contrast backgrounds.

Never place imagery within the logo.

Never add drop shadows, inner glows, or any other stylistic effects.

Never add gradients to the logos.

with the greatest attention to detail.

None of our logos should be altered or manipulated in any way. Use best judgement when deciding the background color to set our logos against. • NOTE: Legibility is key.

BRAND TOOLKIT • OUR LOGO

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PART 3: IDENTITY SYSTEM

Our Logos: Misuse 2/2

Never distort or stretch the logos.

Never rotate any individual elements.

Never scale the logos below their minimum sizes.

Never use the logos at low resolution.

J U I CE

Never attempt to recreate any of the logos from scratch, or use an alternative typeface.

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BRAND TOOLKIT • OUR LOGO

Never alter or manipulate individual elements for any three logos.

PART 3: IDENTITY SYSTEM

Color Palette

PR I MA RY PA LETTE

AC C E NT PALE T T E U S E F O R G R APH I C E L E M E N T S AN D WE B D E S I G N

Colors play an incredibly powerful role in evoking certain emotions to appeal to our avid juicers.

They help us form

PEACH

SPINACH

DRAGONFRUIT

APPLE

CUCUMBER

GRAPE

LEMON

PMS 1635 C PMS 1635 U CMYK: 0 56 56 0 RGB: 242 113 91 HEX #F2715B

PMS 360 C PMS 360 U CMYK: 61 0 96 0 RGB: 109 194 64 HEX #6DC240

PMS 213 C PMS RUBINE RED U CMYK: 2 97 24 0 RGB: 234 25 118 HEX #EA1976

PMS 185 C PMS RED 032 U CMYK: 2 100 92 0 RGB: 232 7 44 HEX #E8072C

PMS 572 C PMS 572 U CMYK: 35 0 21 0 RGB: 162 222 209 HEX #A2DED1

PMS 7669 C PMS 2745 U CMYK: 72 70 9 1 RGB: 96 95 161 HEX #605FA1

PMS 134 C PMS 134 U CMYK: 1 18 67 0 RGB: 255 207 104 HEX #FFCF68

WHITE

BLUEBERRY

LYCHEE

ORANGE

FIG

BLACKBERRY

BEETS

PMS N/A CMYK: 0 0 2 0 RGB: 253 252 248 HEX #FDFCF8

PMS 298 C PMS 298 U CMYK: 65 10 1 0 RGB: 50 181 230 HEX #32B5E6

PMS 474 C PMS 474 U CMYK: 3 24 33 0 RGB: 240 198 171 HEX #F0C6AB

PMS 137 C PMS 137 U CMYK: 0 42 100 0 RGB: 255 160 59 HEX #FFA03B

PMS 7461 C PMS 7461 U CMYK: 96 42 6 0 RGB: 11 125 191 HEX #0B7DBF

PMS 5115 C PMS 5115 U CMYK: 60 85 46 43 RGB: 79 46 70 HEX #4F2E46

PMS 227 C PMS 227 U CMYK: 29 100 35 6 RGB: 179 0 97 HEX #B30061

associations with specific things, events and qualities. How the viewer perceives Apeel Juice is largely dependent on our color usage and pairings.

For digital and web applications, please render all colored elements with the

SUPPO RT PALE T T E

provided RGB/HEX value.

For print applications, PMS colors are preferred, given they produce the most accurate color

U S E T O B AL AN C E T H E VI B R AN CY F R O M T H E AC CE N T PAL E T T E BLACK PMS NEUTRAL BLACK C PMS BLACK 6 U CMYK: 72 66 64 72 RGB: 30 30 30 HEX #1E1E1E

reproduction. Use CMYK

GRAY 1

GRAY 2

GRAY 3

LIGHT GREEN

LIGHT BLUE

if you find yourself with

PMS 7540 C PMS 7540 U CMYK: 69 59 52 33 RGB: 73 79 88 HEX #494F58

PMS COOL GRAY 8 C PMS COOL GRAY 8 U CMYK: 49 40 38 4 RGB: 133 134 140 HEX #85868C

PMS 434 C PMS 434 U CMYK: 18 20 17 0 RGB: 207 199 200 HEX #CFC7C8

PMS 580 C PMS 580 U CMYK: 24 6 42 0 RGB: 206 216 160 HEX #CED8A0

PMS 545 C PMS 545 U CMYK: 21 7 4 0 RGB: 206 223 237 HEX #CEDFED

a limited budget.

B R A N D T O O L K I T • C O LO R PA L E T T E

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PART 3: IDENTITY SYSTEM

Color Palette: Gradients

• ANALOGOUS COLORS : COLORS T H AT AR E D I R E CT LY L E F T O R R I G H T T O O N E C H O S E N CO LO R O N T H E C O LO R WH E E L .

1 A N A LOG OU S COLORS

With our extensive color library, gradient combinations are endless. To lend a

AV O I D B L E N D I N G C O M P L E M E N TA R Y C O L O R S A N D N E U T R A L C O L O R S ( I . E . B L A C K S A N D G R AY S )

2 DA R K & LI G HT

helping hand, we established 3 guiding

• C O M P L E M E N TA R Y C O L O R S : C O L O R S T H AT A R E D I R E C T LY OPPOSITE OF ONE ANOTHER ON THE COLOR WHEEL.

principles for blending

When the two are combined, they cancel each other out and produce an unappetizing, dull gray tone.

colors. Gradient usage is predominantly reserved for digital and web applications (RGB), since 3 MONOCHROMATI C COLO RS

clean print reproduction (CMYK/PMS) is harder

• MONOCHROMATIC COLORS: COLORS THAT ARE OF A SINGLE HUE BUT VARY IN SHADES AND TINTS.

to achieve for gradients.

Below is a color wheel with our brand colors for your reference.

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1 The combinations of these similar hues result in the most harmonious feel because we see these color blendings in nature.

Additionally, when you keep the hue constant, adjustments in saturation and brightness allow for subtle effects of depth. This approach is best used for corporate communications, where professionalism outweighs playfulness.

B R A N D T O O L K I T • C O LO R PA L E T T E

2 To add more flavor, consider using one color with low saturation and another with high saturation. This way, the brighter color, which adds the most visual interest, can showcase the most important information.

3 This scheme is fitting for background colors that add depth to an image

without distracting from the main contents. Adjust one of the hue’s opacity level while leaving the other one at 100% opacity. Overlay the monochromatic gradient on top of a solid white background to keep it as bright as possible.

PART 3: IDENTITY SYSTEM

Color Palette: Pairings PEACH + LEMON

LYCHEE + ORANGE

SPINACH + CUCUMBER

BLUEBERRY + LYCHEE

BLUEBERRY + LYCHEE

BLUEBERRY + LYCHEE

BEETS + GRAY 3

LIGHT BLUE + GRAPE

LIGHT GREEN + PEACH

APPLE + CUCUMBER

FIG + LEMON

BEETS + ORANGE

CUCUMBER + BLACKBERRY

ORANGE + CUCUMBER

APPLE + LYCHEE

LIGHT BLUE + BLUEBERRY

LYCHEE + SPINACH

DRAGONFRUIT + LEMON

LIGHT GREEN + SPINACH

BEETS + PEACH

FIG + BLUEBERRY

ORANGE + LEMON

LIGHT BLUE + CUCUMBER

GRAPE + CUCUMBER

APPLE 100% + APPLE 50%

LEMON 50% + LEMON 100%

BLACKBERRY 75% + BLACKBERRY 100%

SPINACH 100% + SPINACH 50%

PEACH 100% + PEACH 75%

FIG 50% + FIG 100%

Apeel Juice has a table full of hues that radiate with energy and diversity.

These are only a few of the limitless pairing possibilities. Use them as a starting point to create your own matches.

• TIP: Pair one

dominant color with a less saturated color so that the perfect amount of contrast is achieved.

This captivates attention without straining the eyes with vibrancy overload.

Refer to the 3 guiding principles (page 28).

The last row is monochromatic color pairings that differ in opacity levels.

B R A N D T O O L K I T • C O LO R PA L E T T E

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PART 3: IDENTITY SYSTEM

AJ BRAND BOOK

Color Palette: Misuse It’s easy to get carried

A

B

C

D

E

away with using every given color in a single layout. After all, the more colorful a flyer is, the more captivating it’ll be to pick up and read, right?

Nope! While it may catch the viewer’s attention, it may not always be for the right reason.

On the other extreme, too little colors used for our brand can also be problematic.

Please follow these rules so we don’t appear clownish or boring.

A MISUSE

B IN USE

Never use more than 5 colors in a single layout. Stick to 5 colors or less to avoid tackiness and achieve the most playful, yet professional look and feel.

C MISUSE

D IN USE

Never use more than 3 supporting colors together. This will help avoid dullness or lack of excitement.

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B R A N D T O O L K I T • C O LO R PA L E T T E

E EXAMPLE Color guidelines applied to the illustration grid on the front cover of a concept paper.

The blocks of colors are limited to only 5 colors as shown in A .

PART 3: IDENTITY SYSTEM

Typography: Primary Typefaces Roboto is always used as the body copy to counterbalance Oswald, a more gallant typeface that serves headlines and subheadlines. The two also make a great

HEA D LI N E • OSWA LD S E MIB O LD

SUB HE ADLINE / TAGS • O SWA L D L IGH T

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&(*) 0123456789!@#$%^&(*)

pairing since they have very similar x-heights.

Body copy highlight font should only be used to highlight specific text in the body copy. Roboto

BODY COPY 1 • ROBOTO RE GULAR

B O DY C O PY 2 • RO B OTO LIGH T

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&(*)

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&(*)

Bold Condensed Italic works well with either Roboto Regular or Light.

BODY COPY HI G HLI G HT • RO B OTO B O LD C O NDE NSE D ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&(*)

BRAND TOOLKIT • TYPOGRAPHY

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PART 3: IDENTITY SYSTEM

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Typography: Decorative Typeface Atlantic Bentley is the

HI G HLI G HT • ATLA N TI C B E NT LE Y

decorative typeface

abcdefghijklmnopqrstuvwxyz

reserved for highlighting bold, concise statements.

However, never use

A

B

C

reducing food waste

this for quotes or wordy copy.

Lastly, it’s very important

a variety of flavors for every preference

to note that this typeface is always set as lowercase and not used as numbers, symbols or punctuation

40% of “ugly” produce gets thrown out

marks. The decorative nature of the uppercase letters is very distracting and illegible.

A

B IN USE

Atlantic Bentley is most commonly used for social media graphics, to call out certain words or phrases.

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BRAND TOOLKIT • TYPOGRAPHY

C MISUSE Never set Atlantic Bentley as uppercase letters or as punctuation marks and symbols.

PART 3: IDENTITY SYSTEM

Typography: System Typefaces In the case of emails, Microsoft Word or Excel documents, and Powerpoint or Keynote presentations, system fonts—Impact and Arial—are safe for both

HEA D LI N E • I MPACT

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&(*)

Mac and PC users.

Please only use when primary typefaces are unavailable on digital platforms.

S U BHEA D LI N E / TAG S • ARIAL B O LD

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&(**) BODY COPY • A R I A L R E GULAR

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&(*)

BRAND TOOLKIT • TYPOGRAPHY

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PART 3: IDENTITY SYSTEM

Typography: Principles TYPESETTI NG & LEA D I N G • LEADING: AMOUNT OF VERTICAL S PACE AD D E D B E T WE E N L I N E S O F T E XT .

Headlines and subheadlines should always be set tight with a +3 pt difference (55/58) for the cleanest look and feel.

Body copy is most legible with a +5 pt difference (16/21).

In case the given numbers don’t work, use the space between ascenders and descenders as a reference for the right amount of breathing room.

KER N I NG & TR ACKI N G

Always keep the space between letters and characters tight for all copy.

Kerning should be set at “Optical” and tracking should always stay at 0.

MI N I MU M TYPE SI Z ES

For print, minimum type size is 12 pt for headlines and subheadlines and 8 pt for body copy.

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BRAND TOOLKIT • TYPOGRAPHY

PART 3: IDENTITY SYSTEM

Typography: In Use & Misuse Our contemporary fonts reflect our progressive and free-spirited brand voice. Please follow the guidelines and use with best judgment for

A

Envision a world where inclusivity is universal.

Apeel Juice embraces all shapes and sizes.

C

maximum legibility and aesthetic appeal.

Apeel Juice has saved me so much time from going to the market and buying overpriced fruits and produce.”

B

APEEL JUICE HAS SAVED ME SO MUCH TIME FROM GOING TO THE MARKET AND BUYING OVERPRICED FRUITS AND PRODUCE. I ALSO FEEL GOOD KNOWING THAT MY PURCHASE WILL HELP LOW-INCOME SCHOOLS.”

By repurposing abandoned produce, we craft a premium and accessible juice for communities to quench their thirst to feel good and do good.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam,

Apeel Juice has saved me so much time from going to the market and buying overpriced fruits and produce.”

D

quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse mole.

A EXAMPLE

B

The goal for our typography is maximum legibility, which is achieved by clear type hierarchy. The order of importance from headlines to subheadlines to body copy should be evidently distinct.

C QUOTES IN USE

These are two treatments for quotes and can be used for print and web. The color for the quote icon can be altered to fit the overall design.

D QUOTES MISUSE Never set quotes in the decorative typeface, Atlantic Bentley.

BRAND TOOLKIT • TYPOGRAPHY

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AJ BRAND BOOK

Photography

Our photography style is vibrant, clever and fun—just like our brand personality.

Ain’t no party like a juice party!

36

PART 3: IDENTITY SYSTEM

Photography Styles 1/2 We have two separate styles for two very different subjects: produce and people.

1 • P RO D U C E

Apeel Juice ceases to exist without our atypical fruits and vegetables. Showcase their inner beauty with pride!

Illustration elements are a bonus for the extra wow factor in storytelling!

This effect is achieved with the brush tool in Photoshop.

BRAND TOOLKIT • PHOTOGRAPHY

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AJ BRAND BOOK

PART 3: IDENTITY SYSTEM

Photography Styles 2/2 2 • LI F E S T Y LE

Focus on genuine experiences from real people of all age, size and color.

As opposed to the produce photography, lifestyle imagery should feel candid and capture the “in the moment” essence. Take or choose photos that convey camaraderie, courage and vitality.

Keep imagery low saturated and add a black & white filter on human subjects. This redirects the spotlight back on the produce.

38

BRAND TOOLKIT • PHOTOGRAPHY

PART 3: IDENTITY SYSTEM

Photography: Misuse

A

B

C

D

E

F

G

H

I

Photographs can make or break our brand image. Please carefully select photos that represent our voice and personality.

The images on the right are common mistakes to avoid.

A Never use black & white filter on produce photography.

F Never capture ambiguous silhouettes of people.

B Never photograph produce taken right out of the dirt.

G Never capture disinterested, lazy or fearful expressions.

C Never casually photograph produce on distracting, patterned backgrounds.

D As tempting as it sounds, never make memes with the produce.

E Never use cheesy, staged stock photos.

H Never photograph large groups in color, looking straight into the camera.

I

BRAND TOOLKIT • PHOTOGRAPHY

Never include distracting backgrounds or people in inappropriate locations.

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AJ BRAND BOOK

Photography: Applications

PART 3: IDENTITY SYSTEM

A

to use for quote cards.

Lifestyle photographs are masked within our imperfect circle shape for these cards.

of the quote icon to

D

right (A-C) are possible quote cards. Please keep the background dark enough so the text is legible at a distance.

APEEL JUICE HAS SAVED ME SO MUCH TIME FROM GOING TO THE MARKET AND BUYING OVERPRICED FRUITS AND PRODUCE. I ALSO FEEL GOOD KNOWING THAT MY PURCHASE WILL HELP MITIGATE FOOD WASTE.”

JENNIFER, 23 • MAR VISTA, CA

F AS AN ACTIVE RUNNER, I’M ALWAYS ON THE LOOKOUT FOR NUTRITIOUS, ENERGETIC, WHOLESOME DRINKS. APEEL JUICE HAS IT ALL. DAVE, 21 • PALO ALTO, CA

AN INCREDIBLE PRODUCT FOR A GREAT CAUSE! THANKS TO APEEL JUICE, I NOW HAVE A WELL BALANCED LIFESTYLE.”

FRANCIS, 25 • SAN DIEGO, CA

A Gradient overlay background B Black background C One color background

40

AN INCREDIBLE PRODUCT FOR A GREAT CAUSE! THANKS TO APEEL JUICE, I NOW HAVE A WELL BALANCED LIFESTYLE.”

E

(as long as it stays

The examples on the

DAVE, 21 • PALO ALTO, CA

FRANCIS, 25 • SAN DIEGO, CA

match the background within brand colors).

C AS AN ACTIVE RUNNER, I’M ALWAYS ON THE LOOKOUT FOR NUTRITIOUS, ENERGETIC, WHOLESOME DRINKS. APEEL JUICE HAS IT ALL.

APEEL JUICE HAS SAVED ME SO MUCH TIME FROM GOING TO THE MARKET AND BUYING OVERPRICED FRUITS AND PRODUCE. I ALSO FEEL GOOD KNOWING THAT MY PURCHASE WILL HELP MITIGATE FOOD WASTE.”

Put the photography

Please change the color

B

BRAND TOOLKIT • PHOTOGRAPHY

JENNIFER, 23 • MAR VISTA, CA

D Never set the lifestyle photograph in a perfect circle or any other shape besides the Apeel Juice’s imperfect circle.

E Never extend the lifestyle photography beyond the imperfect circle mask.

F Never set the quote icon and/or text in dark colors on a dark background.

PART 3: IDENTITY SYSTEM

Graphic Elements

This is an overview of our graphic elements within our brand toolkit.

Our graphic elements— iconography, illustration, and patterns—collectively

I CONOG R A PHY

reinforce our purpose and enhance customer experience through enticing storytelling.

All three can be employed for promotional materials, including flyers, brochures, banners and presentation slides.

I LLU S TR ATI ON

PATTER N S

BRAND TOOLKIT • GRAPHIC ELEMENTS

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AJ BRAND BOOK

PART 3: IDENTITY SYSTEM

Iconography 10min Find juice recipe

Apeel Juice takes an

IDEA

SURVEY

TASTE TEST

SAVE TIME

10min Dismantle & clean juicer

illustrative approach to convey all we

total: 75min

Rep

We use icons for

FARMERS

FARMS

FUNDING

RESPONSES

e

10min Juice individual produce

infographics, charts and graphs in both the physical and digital

15min Wash, cut & proportion produce

space. In addition to the extensive library of keywords and complex

eat proc

ss

have to say.

icons crafted to convey

15min Make trip to store for groceries

FLAVORS

DELIVERY

JUICE

JUICER

CU R R EN T I CON LI BR A RY

15min Find groceries proportioned for juicing

INFO GRAPH IC

ideas, new icons can be created to serve

juicing

additional messages.

1

CUSTOMER ORDERS

2

LOCAL FARMS

PROCESS G R A PHI C

42

BRAND TOOLKIT • GRAPHIC ELEMENTS • ICONOGRAPHY

3

bottling

PREP KITCHEN

refrigeration

4

DELIVERY

PART 3: IDENTITY SYSTEM

Iconography: Create 1/2

1

2a

2b

2”

Please follow these guidelines for developing icons from scratch in 2”

Adobe Illustrator.

Since our brand centers on embracing imperfections, all of

2d

BRUSH DEFINITION: CHARCOAL-PENCIL

2c STROKE WEIGHT IS ALWAYS 1 PT

our iconography and

ROUND CAP

ROUND JOIN

illustration styles have a partially blemished touch from the irregular and textured stroke.

The rounded corners provide a softer, more welcoming feel.

1

Set bounding box: 2 in. wide x 2 in. tall

BRUSH DEFINITION

2a Use pen tool to draw icon within bounding box 2b Select all paths of the icon 2c Set stroke to ‘1 pt’ and round cap and corner in Stroke Panel 2d Set Brush Definition to ‘Charcoal - Pencil’

BRAND TOOLKIT • GRAPHIC ELEMENTS • ICONOGRAPHY

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AJ BRAND BOOK

Iconography: Create 2/2

PART 3: IDENTITY SYSTEM

3a

FILL COLOR: #494F58 (GRAY 1) 100% OPACITY

3b

FILL COLOR: #85868C (GRAY 2) 40% OPACITY FILL COLOR: #6DC240 (SPINACH) 65% OPACITY

Feel free to add color to the final icons if needed.

Stay within guidelines for color usage and play around with opacity levels.

3c

Keep in mind that simplicity is key when adding details.The goal is to have the icons support main ideas, without overshadowing them.

3d ADD DETAILS

3a Final icon in the appropriate stroke weight and brush 3b Final icon with brand colors in various opacity levels 3c Final colored icon 3d Add minor details

44

BRAND TOOLKIT • GRAPHIC ELEMENTS • ICONOGRAPHY

PART 3: IDENTITY SYSTEM

Illustration

A

B

Our illustration style follows similar guidelines as the iconography.

Apeel Juice has 2 different categories for full-colored vector illustrations—produce and people—that are most commonly paired with social media content. They serve as visual ambassadors for our family of inanimate and living members.

A

ILLUSTRATION CATEGORY: PRODUCE The most convenient way to portray the comprehensive selection of produce is through visually stimulating graphics.

Keep the colors as natural as possible with the existing brand color library.

B

ILLUSTRATION CATEGORY: PEOPLE In cases where photography of people are not accessible, an illustrative approach to representing them is the next best thing.

Illustrated fictitious people should always exude happiness and be representative of all ages, genders, ethnicities and sizes.

Keep them as illustrative portraits and never as full bodies.

B R A N D T O O L K I T • G R A P H I C E L E M E N T S • I L LU S T R AT I O N

45

AJ BRAND BOOK

Illustration Misuse

PART 3: IDENTITY SYSTEM

A

B

E

F

C

D

G

H

The color scheme should correlate with our brand personality (page 7)—vibrant and optimistic—while employing our brand colors (pg 27).

46

A

B IN USE: Keep color choices for both produce and people as accurate as possible.

C

D MISUSE: Never use extreme, fictitious colors for any illustrations.

E

F IN USE: Place illustrations against visible, solid backgrounds with high color contrast for legibility.

G

H MISUSE: Never place illustration against backgrounds that are busy, dark, or color-conflicting.

B R A N D T O O L K I T • G R A P H I C E L E M E N T S • I L LU S T R AT I O N

PART 3: IDENTITY SYSTEM

Illustration: Create 1/2 (Produce)

1

2a

2b

2”

Please follow these guidelines for developing illustrations from scratch 2”

in Adobe Illustrator.

• NOTE: The textured 2c

brush definition is

2d

the same as the iconography’s brush style. Refer to page 43 to achieve this effect.

INTENSITY: 34 CONTRAST: 42 GRAIN TYPE: SPRINKLES

1

Set bounding box: 2 in. wide x 2 in. tall

2a Use pen tool to draw the spinach within bounding box. Fill colors in.

2b Add same stroke colors as the fill colors in 2a .

2c Group all shapes, select all, and copy and paste in place.

2d With copied illustration selected, go to Effect > Texture > Grain...

and set intensity, contrast, and grain type to values indicated above.

B R A N D T O O L K I T • G R A P H I C E L E M E N T S • I L LU S T R AT I O N

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AJ BRAND BOOK

PART 3: IDENTITY SYSTEM

Illustration: Create 2/2 (Produce)

2e BLENDING MODE: MULTIPLY 35% OPACITY

2e Select illustration with the new grain effect.

48

Change Blending Mode to “Multiply” and Opacity to 35%.

B R A N D T O O L K I T • G R A P H I C E L E M E N T S • I L LU S T R AT I O N

PART 3: IDENTITY SYSTEM

Illustration: Create 1/1 (People)

1

2a

2b

2”

2”

FILL COLOR: #F0C6AB (PEACH) 100% OPACITY

2c

2d

HAIR STROKE WEIGHT: 0.75 PT FILL & STROKE COLOR: #1E1E1E (BLACK) 100% OPACITY

1

EYELIDS STROKE WEIGHT: 0.5 PT STROKE COLOR ONLY: #1E1E1E (BLACK) 100% OPACITY

STROKE COLOR: #F0C6AB (PEACH) 100% OPACITY

2e

EYEBROWS & EYES STROKE WEIGHT: 0.25 PT FILL & STROKE COLOR: #1E1E1E (BLACK) 100% OPACITY

Set bounding box: 2 in. wide x 2 in. tall

2a Use pen tool to draw the face outline within bounding box. Fill color only.

2b — 2e Continue adding features while turning on the stroke color to match the fill color.

• NOTE: The stroke color should always match the fill color. Please use best judgment to

adjust stroke weight for each facial feature to create most cohesive end results.

B R A N D T O O L K I T • G R A P H I C E L E M E N T S • I L LU S T R AT I O N

NOSE & INNER EAR STROKE WEIGHT: 0.5 PT FILL & STROKE COLOR: #F0C6AB (LYCHEE) 100% OPACITY, MULTIPLY

TEETH STROKE WEIGHT: 0.25 PT STROKE COLOR ONLY: #FDFCF8 (WHITE) 100% OPACITY LIPS STROKE WEIGHT: 0.5 PT STROKE COLOR ONLY: #F2715B (PEACH) 100% OPACITY

49

AJ BRAND BOOK

PART 3: IDENTITY SYSTEM

Pattern

There are 3 distinct patterns that range stylistically from organic to abstract.

50

B R A N D T O O L K I T • G R A P H I C E L E M E N T S • PAT T E R N S

PART 3: IDENTITY SYSTEM

Pattern: Organic Orange

@ apeeljuice

communication collateral,

apeeljuice@gmail.com www.apeeljuice.com 848.224.1253

Chief Marketing Officer

apeeljuice@gmail.com www.apeeljuice.com

JACQUELINE KAO

Chief Operating Officer

HUAN QUACH

apeeljuice@gmail.com www.apeeljuice.com 848.224.1253

used for corporate

848.224.1253 apeeljuice@gmail.com www.apeeljuice.com 848.224.1253

most commonly

Chief Financial Officer

KEENE DO

Chief Executive Officer

This pattern is

@ apeeljuice

orange slices.

@ apeeljuice

created using authentic

MATTHEW NGUYEN

@ apeeljuice

Organic Orange has been

such as business cards, letterheads and envelopes.

A

B

C

Organic Orange can be replicated in any brand color but only in one color for one design at a time.

A Never replicate in a gradient of two colors.

B Never replicate in an off-brand color.

C Never recreate or alter the organic orange patterns.

B R A N D T O O L K I T • G R A P H I C E L E M E N T S • PAT T E R N S

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PART 3: IDENTITY SYSTEM

AJ BRAND BOOK

Pattern: Juice Drops

A

B

Juice Drops is set in 5 colors. Do not alter the colors. Simply use it as background imagery, to add interest to an

C

otherwise stark space.

j

never add colors to the

juic e

lock o’c

pattern. It should appear

DJ &

FRIDAY, MAY 11, 2018 6:48PM – 8:04PM

as a textural addition.

@ ANTrepreneur Center

233 Pereira Dr, Irvine, CA 92612

When used as a decorative element inside letterforms for a short header, the colors can

D

be included.

This pattern can be paired with iconography

A Juice Drops pattern is set in these 5 brand colors.

and illustration elements

B MISUSE: Never alter the colors or replicate the pattern differently.

for branding and marketing collateral.

C IN USE: Juice Drops pattern used in the background of a Facebook event page banner.

Background color: #32B5E6 (BLUEBERRY). Set blue in front of white background, change Opacity to 25%.

D IN USE: Juice Drops pattern used inside header text. Colors can be included.

52

B R A N D T O O L K I T • G R A P H I C E L E M E N T S • PAT T E R N S

ets Be

e pong uic

ge ca

background imagery,

sho t

When used as

PART 3: IDENTITY SYSTEM

Pattern: Food Family

90%

PRODUCE ILLUSTRATION OPACITY:

Food Family stands on the abstract side of the pattern style spectrum.

25%

It is always set in white, against a colored gradient background.

Use this pattern style as the banner image for

BACKGROUND FILL COLOR: #F0C6AB (LYCHEE) GRADIENT: 100% OPACITY

FILL COLOR: #F2715B (PEACHY) 100% OPACITY

FILL COLOR: #FFCF68 (LEMON) 100% OPACITY

social media accounts, including Facebook and LinkedIn. The family

A

pattern is also used for packaging design to illustrate the specific ingredients in each bottle.

To minimize distraction, never overlay text on this pattern.

A Never overlay text on the food family pattern.

B R A N D T O O L K I T • G R A P H I C E L E M E N T S • PAT T E R N S

53

AJ BRAND BOOK

P A R T 44: B R A N D A P P L I C A T I O N

BRAND APPLICATION

54

PART 4: BRAND APPLICATION

Stationery: Business Cards

A

B MATTHEW NGUYEN

KEENE DO

Chief Financial Officer

Chief Executive Officer

BUSINESS CARD SIZE:

3.14 in x 2 in INKS: 2/2

HUAN QUACH

848.224.1253 apeeljuice@gmail.com www.apeeljuice.com

Chief Operating Officer

JACQUELINE KAO

848.224.1253 apeeljuice@gmail.com www.apeeljuice.com

Chief Marketing Officer

@ apeeljuice

• NOTE: Each person

has a designated brand

@ apeeljuice

Black + PMS color

color that appears on both front and back sides.

TITLE / INSTAGRAM HANDLE:

848.224.1253 apeeljuice@gmail.com www.apeeljuice.com

Oswald Semibold, 8 pt

848.224.1253 apeeljuice@gmail.com www.apeeljuice.com

C

@ apeeljuice

Oswald Semibold, 14 pt

@ apeeljuice

NAME:

D

CONTACT INFORMATION:

Roboto Regular, 7 pt

A PMS 298 C (BLUEBERRY) B PMS 134 C (LEMON) C PMS 572 C (CUCUMBER) D PMS 1635 C (PEACH)

S TAT I O N E RY • B U S I N E SS C A R D S

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AJ BRAND BOOK

PART 4: BRAND APPLICATION

Stationery: Letterhead

A

Our letterhead is created in InDesign. Please utilize the original file to keep formatting consistent.

Set the document size to 8.5 x 11 inches.

Create guides of 8

December 12, 2018 John Doe Company X 145 Greenway Avenue Newport Beach, CA 92603

Hi John, Please follow the guidelines written in this letterhead for corporate communications. The body copy is set in our system typeface, Arial Regular, in 10 pt. Make sure the paragraph spacing is set at 1.5 or leading of 13 pt.

columns and 12 rows

The font color is black (RGB values: 30, 30, 30; CMYK values: 72, 66, 65, 75; HEX code: #1E1E1E).

with 0.125 in gutter.

For best reproduction quality in terms of consistency in formatting, please utilize the original InDesign file for this letterhead.

The copy is set in our

Sweetest Regards,

system typeface,

[First name, Last name] [Title]

Arial Regular, in 10 pt.

Leading is 13 pt.

INKS: 2/0

PMS 1635 U + Black

Apeel Juice 233 Pereira Drive Irvine, CA 92697

848.224.1253 apeeljuice@gmail.com www.apeeljuice.com

A Letterhead layout designed using the Golden Ratio.

56

S TAT I O N E RY • L E T T E R H E A D

PART 4: BRAND APPLICATION

Stationery: Envelope ENVELOPE SIZE:

8.6614 in x 4.3307 in The mailing address

A

copy is set in our system typeface, Arial Regular, in 10 pt. Leading is 13 pt.

INKS: 2/2

PMS 1635 U + Black

Apeel Juice 233 Pereira Drive Irvine, CA 92697

S TAT I O N E RY • E N V E LO P E

A Stickers of silhouettes of produce illustrations

can be used interchangeably as envelope seals.

57

AJ BRAND BOOK

PART 4: BRAND APPLICATION

Email Signature Using Gmail, format the standard Apeel Juice email signature in settings.

NAME:

Arial Bold, 10 pt

Keene "Kale" Do Co-Founder & Chief Executive Officer 848.224.1253

Black: #1E1E1E RGB: 30 30 30 TITLE / CONTACT:

Arial Regular, 10 pt Black: #1E1E1E RGB: 30 30 30 LOGO:

75 px wide

58

D I G I TA L • E M A I L S I G N AT U R E

PART 4: BRAND APPLICATION

Presentation Slides

A COV ER S LI D ES

Our letterhead is created in PowerPoint.

Please utilize the original file to keep

B I NTER I OR SLI D ES PRESENTATION TITLE: FILL COLOR: #FDFCF8 (WHITE) 100% OPACITY

formatting consistent.

SLIDE DIMENSIONS:

1280 px wide x 720 px tall HEADLINES:

PAGE #

Oswald Semibold, 30 pt or Impact

C CLOSI N G SLI D ES

SUBHEADLINES:

Oswald Semibold, 28 pt, Underline or Arial Bold BODY COPY:

Roboto Light, 20 pt or Arial Regular A Cover slides have three color options. Presentation title is placed under the logo in the headline typeface.

COLORS:

Peach: #F2715B White: #FDFCF8 Black: #1E1E1E

B Interior slides have either a black or white background color. Keep the background color consistent throughout a single presentation.

C Closing slides have three color options. It’s best if the background color of the cover and closing slides match.

• NOTE: In case the Oswald and Roboto typefaces are unavailable, please use our system typefaces: Impact and Arial.

D I G I TA L • P R E S E N TAT I O N S L I D E S

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PART 4: BRAND APPLICATION

AJ BRAND BOOK

Website

A

Our landing page provides new and regular customers with the most updated information on juice flavors and deals for special occassions.

Please limit headlines to six characters or less and no more than two lines.

HEADLINE:

Oswald Semibold

B

Black: #1E1E1E RGB: 30 30 30 BUTTON:

Oswald Semibold Black Outline: #1E1E1E White Fill: #FDFCF8 Corner Radius: 8 px

A Default/resting state with first and most important image and call to action.

B Hover state with promotional gift ideas for

Valentine’s Day.

60

D I G I TA L • W E B S I T E

PART 4: BRAND APPLICATION

Website: User Interface Design Elements Our simple and bold

BU TTON S

DEFAULT STATE

HOVER STATE

ACTIVE STATE

F OR MS

user interface design

EMAIL

EMAIL

EMAIL

elements contribute to an efficient and enjoyable online experience.

With an established visual hierarchy, users

MENU I TEMS

can quickly find what

NAVIGAT IO N

ABOUT

PRODUCTS

CONTACT

ABOUT

PRODUCTS

CONTACT

PRODUCTS

CONTACT

they’re looking for.

STATES (status of each

SC RO LLBAR

or top to bottom:

TEAM

from left to right

VALUES

interactive element)

default state, hover state, active state

White: #FDFCF8

TEAM

Black: #1E1E1E

VALUES

COLORS:

ABOUT

Lychee: #F0C6AB Beets: #FDFCF8 Peach: #F2715B

D I G I TA L • W E B S I T E

61

PART 4: BRAND APPLICATION

AJ BRAND BOOK

Posters

1a

1b

DRINK NAME:

Atlantic Bentley

PHOTO DIMENSIONS: 1080 PX X 1080 PX

Black: #1E1E1E RGB: 30 30 30 INGREDIENTS:

Oswald Semibold Black: #1E1E1E RGB: 30 30 30 LOGO:

1.3 in wide

1a Posters introducing new signature juices can be translated into social

media promotional posts 1b .

• NOTE: On social media graphics, enlarge the ingredients’ font size

to increase legibility on mobile devices.

62

PRINT • POSTERS

PART 4: BRAND APPLICATION

Flyers

1a

affordable premium juices

Drink Ugly. Feel Pretty.

FLYER SIZE:

We are reducing local produce waste by

8.5 in x 5.5 in

repurposing “ugly” fruits and vegetables into premium, fresh, cold-pressed juices

40% of “ugly” produce gets thrown out

for an affordable price.

SECTION HEADERS:

Atlantic Bentley, ~38 pt

COMING SOON TO UCI

BODY COPY:

Oswald Semibold, 11 pt

@apeeljuice www.apeeljuice.com

a variety of flavors for every preference

say good-bye to messy kitchens & grocery runs

LOGO:

1 in wide

1b

no hassle good-bye to messy kitchens & grocery runs

choose your flavor a variety of flavors for every preference

cheap prices affordable premium juices

1a Informational flyers/one sheets can be translated into individual social media posts 1b .

• NOTE: All social media graphics dimensions: 1080 px x 1080 px

P R I N T • F LY E R S

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AJ BRAND BOOK

PART 4: BRAND APPLICATION

Packaging Labels Using our Food Family pattern style, include

carrot 24magic

silhouettes of produce that represent the ingredients in each juice bottle.

DRINK NAME:

Atlantic Bentley Black: #1E1E1E R30 G30 B30

apple spinach cucumber parsley lemon ginger cayenne

carrot orange lime

INGREDIENTS:

Oswald Semibold Black: #1E1E1E

16 oz. / 473 ml.

16 oz. / 473 ml.

R30 G30 B30

1a Bottle labels are printed on clear labels for a transparent effect.

64

P R I N T • PA C K A G I N G L A B E L S

PART 4: BRAND APPLICATION

Merchandise

T-Shirts are mainly for employees and branded tote bags are for marketing purposes.

The colored logo is set on a black t-shirt to hide accidental juice stains.

There are two versions for the tote bag: color and B&W

A

COLORED TOTE BAG:

Juice Drops pattern paired with produce illustrations + full logo B&W TOTE BAG:

Produce silhouettes set inside our imperfect circle + logomark

A Team Apeel wearing branded t-shirts.

PRINT • MERCHANDISE

65

AJ BRAND BOOK

P A R T 45: B R A N D A P P L I C A T I O N

CONTACT US

66

B R A N D T O O L K I T • B R A N D A P P L I C AT I O N • S TAT I O N E RY

PART 5: CONTACT US

Contact & Engage

EMA I L

help@apeeljuice.com Feel free to reach out to Team Apeel.

We’re more than happy to answer any questions or address further concerns.

S OCI A L MED I A

Facebook and Instagram: @apeeljuice

We’d love to witness your transition to a healthier lifestyle with

HAS HTAG S

our juices. Snap and

#ApeelJuice

share photos and tag us on social media with your customized hashtags.

Have fun with it!

How do you feel after drinking our juice?

A Complete the following hashtag with your current mood:

#DrinkUglyFeel(...)

Examples:

#DrinkUglyFeelGood #DrinkUglyFeelHealthy #DrinkUglyFeelPositive #DrinkUglyFeelAlive #DrinkUglyFeelBold

C O N TA C T & E N G A G E

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AJ BRAND BOOK

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PART 4: BRAND APPLICATION