This book will serve as your guide on how to effectively use the visual elements of this wonderful new brand.
Read through this manual thouroughly and unlock the House of Eden’s full potential.
TABLE OF CONTENTS 1
Mission Vision
2
Brand
3
Positioning
4
Brand Architecture
5
Big Idea
6
Iconography
8
Typography
11
Color Palette
14
Color Specifications
17
Lock-ups
24
Stationary Sets
29
Forms
32
Brand Application
44
Touch Points
Vision Mission
Vision • To keep up with the excellent standards in the baking industry • To stay ahead in the development of healthy baked products • To keep up with the new trends in the industry while keeping the old tradition of taste and quality
Mission • To provide affordable premium quality baked products to the market community • To create delectable yet healthy baked products for specific need • To promote products that bond the Filipino family in all occasions
1
Brand HEADER
What’s with the brand? House of Eden branched out from a community bakeshop in Roosevelt Avenue, the Roosevelt Bakeshop. The original bakeshop caters for the masses around the barangay.
2
Positioning
For whom? The House of Eden caters to the well-off families around the community.
3
Brand HEADER Architecture
How about the structure? The House of Eden will be under the Roosevelt Bakeshop. All the profit and credit will still go to Roosevelt Bakeshop. House of Eden will merely be a sub-brand for a sub-market. House of Eden is just a new line of premium products for a certain sub-market.
4
Big Idea
What’s the big picture?
Your family’s trusted bakeshop
5
Iconography HEADER Cinnamon roll, ensaymada top view of a cupcake, aroma or anything else that you might think of, this icon only leads to one thing. THE BAKESHOP. The spiral is also a subtle inscription of the letter ‘e’.
6
Iconography Cinnamon Roll
Ensaymada
Lechon Bread
Cupcakes
Cookies
Donuts
7
Typography
Aa
ABCDEFGHIJKLM NOPQRSTUVWX YZabcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^ Gotham Rounded is the sole typeface of the brand. Since this font is versatile and has many weights and options.
8
Typography The font used for the main logo is a specially edited version of Gotham Rounded Bold.
Aa
ABCDEFGHIJKLM NOPQRSTUVWX YZabcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^ Gotham will only be used for web applications.
9
ERROR! Typography Never stretch in any way horizontally.
Never stretch in any way vertically.
House of Eden Never use any other font. Never use vertical text.
10
h o u s e o f e d e n
Color Palette CMYK 0 | 50 | 97 | 0 RGB 243 | 146 | 0 HEX# F39200
CYMK 62 | 70 | 69 | 87 RGB 34 | 21 | 12 HEX# 22150C
11
Color Palette Any of the two colors can be used for text. Just make sure that the color is in contrast with the background.
12
ERROR! Color Palette Never use any other color, specially for the logo.
Gradients are nice, but not for this logo.
13
Color Specifications
Full color
14
One color
15 Color Specifications
ERROR! Color Specifications Never use the same color for the logo and the text.
Never use black text for full color logos.
Never use black background for full color logos.
16
Lock-ups
x
Horizontal
The distance between the logo and the text should be the x-height of the text.
The height of the text should be 40% of the logo’s height.
17
Lock-ups The logo should measure at least 1 inch in width.
x
x
x x The logo should have a minimum free space measuring the x-height.
18
Lock-ups
Vertical
x The distance between the logo and the text’s x-height is the x-height.
The height of the text should be 20% of the logo’s height.
19
Lock-ups The logo should measure at least 1 inch in width.
x
x
x
x
The logo should have a minimum free space measuring the x-height.
20
Tagline
“By Roosevelt Bakeshop”
Roosevelt Bakeshop’s
by Roosevelt Bakeshop
The logo with the tagline will only be used for external promotions and documents.
21
Placements 22
The logo placement must always be either on the extreme right or left.
Placements The logo placement must always be at the center of the product packaging.
23
Stationary Sets
Letter Head
24
Stationary Sets
Business Cards
by Roosevelt Bakeshop
2 in.
103 Roosevelt Avenue, Quezon City (02) 371 - 5425
3.2 in.
25
Stationary Sets
Envelopes
by Roosevelt Bakeshop 103 Roosevelt Avenue, Quezon City (02) 371 - 5423
26
Folder
27 Stationary Sets
Stationary Sets
Notepad & CD design
28
Forms
Sales Invoice
29
Forms
Purchase Order Form
30
Forms
Shipping Order Form
31
Applications: Brochure
Folding & Construction 6 in
18 in
32
Applications: Brochure
Grid
Margins: 0.6 inches on all sides Leading: 14.4 pt Font: Gotham Rounded Font Size: 12 pt The grid system for the brochure is constructed in a way that only one large element must be inside one section. All other elements can be placed by the intersections of the grid.
33
Application: Brochure
Sample
Inside
Back
34
Front
35 Application: Brochure
Application: Flyer 8.5 in x 5.5 in 36
12 in x 17 in
37 Application: Brand Posters
Application: Brand Posters
38
39 Application: Brand Posters
Application: Product Posters
40
41 Application: Product Posters
Application: Product Posters
42
Grid, Cover, Body
43 Application: Presentations
Touchpoints
Website
LOADING...
Home page
44
Touchpoints
The three icons below will show their respective categories
45
Touchpoints
Packaging Box of a dozen
Tapeless packaging with logo sticked on top
46
Touchpoints
Store Design This will the store’s center piece for the background.
Pan de sal Ensaymada Pan de coco Kabayan Spanish Bread Buns Tasty Bread Donuts Casava Egg pie Empanada
2 12 7 5 15 20 20 8 5 10 15
Pan de sal Ensaymada Pan de coco Kabayan Spanish Bread Buns Tasty Bread Donuts Casava Egg pie Empanada
2 12 7 5 15 20 20 8 5 10 15
47
Touchpoints
Interior Menu
48
Pan de sal
2
Ensaymada
12
Pan de coco
7
Kabayan
5
Spanish Bread
15
Buns
20
Tasty Bread
20
Donuts
8
Casava
5
Egg pie
10
Empanada
15
Pan de sal
2
Ensaymada
12
Pan de coco
7
Kabayan
5
Spanish Bread
15
Buns
20
Tasty Bread
20
Donuts
8
Casava
5
Egg pie
10
Empanada
15
Uniform
49 Touchpoints
Touchpoints
50
Touchpoints
Merchandise
51
Touchpoints
52
Touchpointsm
Tarpauline THE NEWEST LINE OF BREAD FROM ROOSEVELT BAKESHOP
53
Touchpoints
Stall Design
54
Touchpoints
Display Shelf
55
With all the stuff that this book showed you, you can now play with the brand’s visual elements. Just remember, when in doubt, ask the designer.
House of Eden by Roosevelt Bakeshop 103 Roosevelt Avenue, Quezon City (02) 371 - 5425