jeanie moore
brand identity
wise owl
table of contents i. brand identity and philosophy 2. our mission 3. logo usage 5. color 6. font
ii. stationary and packaging design 7. letterhead 8. business card 9. brochure 10. packaging
iii. image usage and guidelines 11. image usage and guidelines
iv. ephemera
12. ephemera 13. advertising 13. travel magazine
14. women’s magazine
v. website design 15. home page 16. shop tea page 17. about us page
vi. employee uniforms 18. employee uniforms
vii. van wrap 19. van wrap
1
our mission We are here to provide a hip and cool place to hang out, read some books, drink some awesome tea, listen to great local music, and to help our world.
We are committed to making our community a better place. All of the packaging, furniture, clothing, even the uniforms is made from reusable/recycled/ reclaimed material. Our tea is from organic, small farms who practice sustainable farming techniques.
We also donate a portion of our proceeds every month to the local children’s charity to provide school supplies, books, and after school programs for children in need.
2
logo usage Be sure to keep within these three choices for the logo. 1: the logo with the logotype underneath 2: the logo with no logotype 3: the logo with the logotype to the right.
1
2
3
wise owl
tea steeped with wisdom
wise owl tea steeped with wisdom 3
Do not change the logo outside of the previous pages conditions. The logotype will not be placed on the left or on the top. The “W� inside of the oval will not be flipped anyway. The color nor the shape will be changed in anyway.
wise owl
tea steeped with wisdom
wise owl
tea steeped with wisdom
4
color
primary
5
secondary
C: 34 M: 98
C: 11 M: 0
C: 10 M: 24
C: 56 M: 79
C: 0 M: 0
Y: 52 K: 20
Y: 24 K: 0
Y: 79 K: 0
Y: 56 K: 58
Y: 0 K: 20
font
steelfish abcdefghijklmnopqr stuvwxyz 1234567890
cochin ABCDEFGHIJK LMNOPQRSTU VWXYZ abcdefghijklnopq rstuvwxyz 1234567890
Steelfish is the typeface that is used for all headings. It can be used with any of the appropriate colors from the color scheme. Only lowercase letters are to be used in regards to headings and titles. Cochin is the typeface used for the body text. It should not be the same color as steel fish with the exception of black and white or a 2 tone color print. Uppercase can be used. Always set as a smaller point size than steelfish.
6
stationary letterhead and envelope Our stationary is chic and modern. It will be used when addressing or replying to clients and customers. Always be polite and compassionate when addressing a need.
September 17, 2012 wise owl 547 Tree Knot Circle Taylors, SC 29687 www.wiseowl.com
Dear Sir/Madam, This letter is an example of how my stationary should be laid out. The top and bottom margins should be 4p8, and the inside and outside margins should be 5p8. The space between the logo and the date is 1/4”, between the date and the adress is 1/4”, and the space between the address and the opening line is 1/2”.
wise owl
547 Tree Knot Circle
SC 29687 and 12pt for The font used for this text must be Cochin, regular, 11pt for the dateTaylors, and address the body text. The letterhead needs to be printed in five colors. Reddish purple: c34, m98, y51, k20; light green: c11, m0, y24, k0; dark purple: c56, m79, y56, k58; yellow: c10, m24, y79, k0; grey: c0, m0, y0, k20. The letterhead and envelope should be #22. The business card should be #80, and the brochure should be #35 glossy.
If you have any questions, please contact me with any of them. Sincerely,
Jeanie Moore, wise owl creator
7
business card Business cards should available in front of the checkout register for anyone who would like one. Managers should always have one on their person, even when not at the store, to hand out to potential customers with whom they will make a connection.
steeped with liquid wisdom
front
back 8
brochure front
wise owl
wise owl 547 Tree knot Circle Taylors, SC 29687 www.wiseowl.com mon-thurs: 10am-8pm fri-sat: 11am-9pm
back Wise owl is a tea an eats cafe who serves a
delicious place to kick back
and relax with your favorite book and local music. With a tea cup by your side, you can
explore both
levels of wise owl, the “floor” and the
9
black tea
yerba tea
green tea
bubble tea
white tea
milk tea
herbal tea
smoothies
oolong tea
slushies
roobios tea
milkshakes
“nest”. The floor is dining and ordering area, and the nest is the upper level where the books can be
found as
well as the platform for artists.
packaging The spoon should be on display for those who would like to purchase it. Have it set up near the other items to be bought like mugs, aprons, tea, etc.
The tea boxes should be arranged to look like books on the repurpassed shelves to mimic the actual books on the shelves upstairs in the “nook�.
10
image usage and guidelines Always show images that are fresh and retroish. Wise owl is a chill place to drink some refreshing tea, catch a break, explore a book, and lose yourself in local music. The images should reflect the warm mellowness of the atmosphere.
11
ephemera
12
advertising travel magazine advertisement This advertisement is meant to be placed in a travel magazine. It shows an inspiring picture of where the tea comes from and gives it a name to where the travelors can venture. The slogan “from field to kettle� is a reminder of the freshness of our tea.
13
women’s magazine advertisement This advertisement belongs in a women’s magazine. The soft color palatte and meaningful words are meant to calm and inspire the women reading the magazine.
14
website design home page
The homepage is the first page on the website that the costumer sees. It is where their adventure begins and they can choose which path they take. It gives a little glimpse into what it is we do and what is offered to them. The space is modern in its feel and the field is open and is inviting them to click on the available links.
15
shop tea page
This is the page where the customers have the opportunity to read about different teas and their benefits, as well as decide if they would like to purchase that particular kind of tea.
16
about us page The about us page is a place where the cvustomer is shown through text and imagery who we are, who we serve, and our promise. The books in the background reference our library and the donations that can be made to the students.
17
T
employee uniforms
Our uniforms are casual and relaxed. Our team members are to wear the grey wise owl t-shirt with the waist apron. The bottoms should be dark denim pants.
18
van wrap
The company van is used to transport goods to and from places like for example a festival or catering event. The van represents our modern, playful side.
19
wise owl tea steeped with wisdom by jeanie moore