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TABLE OF CONTENTS Brand Identity............................................... 7 Mission & Values............................................................ 8 Mood Board................................................................ 10 Logo Treatment........................................................... 12 Color........................................................................... 15 Typography.................................................................. 16 Similar Brands.............................................................. 18
Consumer Profiles....................................... 21 Lauren Jones................................................................ 22 Tyler Hawthorne.......................................................... 24 Elise Lam..................................................................... 26
Marketing................................................... 29 Products......................................................................30 Advertising.................................................................. 32 Web Design.................................................................36 Wireframes..................................................................38 Commercial.................................................................40 Story Board ................................................................. 42 Credits......................................................................... 43
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Brand Identity Tiempo is a healthy yet fun juice brand with a colorful and bright identity. There is a fun, Latin American quality to the logo that envokes feelings of the tropics and stacked fruit. The type family of Ostrich Sans compliments the logo and identity with its untraditional and playful style. There are six colors found in the brand that allow for many combinations.
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Mission & Values Tiempo is not your ordinary juice brand. They have a unique way of balancing fun with healthy that appeals to both kids and adults. They are dedicated to giving their customers the best all-natural juice with flavors that create an exciting experience.
OUR COMPANY VALUES THE BIG PICTURE APPROACH. WE MAKE JUICE THAT IS DELICIOUS AND HEALTHY, WITHOUT USE OF ANYTHING ARTIFICIAL. WE SUPPORT LOCAL AND GLOBAL PRODUCERS THAT SHARE OUR VISION OF ENVIRONMENTAL RESPONSIBILITY AND POSITIVE HUMAN EXPERIENCES.
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pure We use all natural fruits and no preservatives in our juice.
sweet Our juices are infused with dilectable natural sweeteners.
fun We provide enjoyable experiences to those around us.
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mood board The initial brainstorming for the Tiempo brand began with searches for images of tropical beaches, fruit and sunsets. Throughout its development, the brand stayed loyal to this mood board.
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color Tiempo has six main colors that are all used in both primary and secondary settings. The colors are bright and eye-catching, and they relate back to the three flavors of Tiempo. There are specific color combinations that are acceptable for specific flavors. There are additional color combinations that are acceptable for logo use.
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TROPICAL BLUE
LEMON YELLOW
BERRY PURPLE
C-68 M-0 Y-0 K-0
C-0 M-10 Y-100 K-0
C-60 M-70 Y-0 K-10
SEA GREEN
SUMMER ORANGE
SUNRISE PINK
C-57 M-0 Y-16 K-0
C-0 M-58 Y-100 K-0
C-0 M-80 Y-25 K-5
logotype & Mark The logo for Tiempo was inspired by the round shape of fruit and the triangular shape that fruit makes when it’s stacked. The overall shape is also crown-like and gives a distinct Latin American feel to the brand. The logotype is Ostrich Sans Black. The refined, yet playful look of the type is a good compliment to the mark.
(w)1.5in x (h).45in C-0 M-58 Y-100 K-0
(w)3in x (h).96in C-0 M-58 Y-100 K-0
(w)1.5in x (h).45in
(w).75in x (h).24in C-0 M-58 Y-100 K-0
(w)3in x (h).96in C-45 M-45 Y-45 K-100 (w).75in x (h).24in C-45 M-45 Y-45 K-100
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(w)1.5in x (h)1.11in C-0 M-58 Y-100 K-0 C-0 M-10 Y-100 K-0
(W)3in x (h)2.22in C-0 M-58 Y-100 K-0 C-0 M-10 Y-100 K-0
(w)1.5in x (h)1.11in C-45 M-45 Y-45 K-100
(W).75in x (h).55in C-0 M-58 Y-100 K-0 C-0 M-10 Y-100 K-0
(w)3in x (h)2.22in C-45 M-45 Y-45 K-100 (w).75in x (h).55in C-45 M-45 Y-45 K-100
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(w)1.42in x (h)1.5in C-68 M-0 Y-0 K-0 C-57 M-0 Y-16 K-0
(w)2.85in x (h)3in C-68 M-0 Y-0 K-0 C-57 M-0 Y-16 K-0
(w)1.42in x (h)1.5in C-45 M-45 Y-45 K-100
(w).71in x (h).75in C-68 M-0 Y-0 K-0 C-57 M-0 Y-16 K-0
(w)2.85in x (h)3in C-45 M-45 Y-45 K-100
(w).71in x (h).75in C-45 M-45 Y-45 K-100
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Type Styles The type styles for Tiempo include three different fonts. The headline fonts include styles from the Ostich and Edmonsans families, while the smaller copy is made up of variations from the Frutiger family of type.
Qui cusanis HEADLINE 1, 64/56 OSTRICH SANS BLACK, ALL CAPS .0625 SPACE AFTER
Optatecesedi
Nam est omnisi
HEADLINE 2, 36/40 EDMONSANS MEDIUM .0625 SPACE AFTER
HEADLINE 3, 48/50 OSTRICH SANS BOLD, ALL CAPS .0625 SPACE AFTER
ur corro dolum sumquiam sam tem anissuntem eum consed ciam, unt eicae SUBHEAD 1, 24/24 OSTRICH SANS ROUNDED, ALL CAPS .0625 SPACE AFTER
Luptatiatius occumet ut qui cus comnienim Udi ut et
SUBHEAD 2, 16/19 EDMONSANS BOLD .0625 SPACE AFTER
Aliquias perumetur seriamus, odit fugia nobitat ecabore ssitiatur, solor molupta tinimin vernatendae rehenis at quis quae rem nempor anis qui dolorib uscitasiti offic tem nitatus voluptate voloratum velenitiae volupta temperum niminci doluptum cum dollaciae eos entur seque nos niscips umquam, quassincit rem el modis dictatur? Quis quam fugiam lam, essiment autemqui rest, od maximpori samuscil eiuscia erchil mos et at vellique verchic atestemodit quiam, nonest ant, officipsunt aut hillum a autecum repudae vent reptibuscim
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BODY COPY, 9.5/12 FRUTIGER LT STD 45 LIGHT .0625 SPACE AFTER
Aliquias perumetur seriamus, odit fugia nobitat ecabore ssitiatur, solor molupta tinimin vernatendae rehenis at quis quae rem nempor anis qui dolorib uscitasiti offic tem nitatus voluptate voloratum velenitiae volupta temperum niminci EMPHASIS BODY COPY, 12/13.5 FRUTIGER LT STD LIGHT ITALIC .0625 SPACE AFTER
ALIQUIAS PERUMETUR SERIAMUS, ODIT FUGIA NOBITAT ECABORE Aliquias perumetur seriamus, odit fugia nobitat ecabore ssitiatur, solor molupta tinimin vernatendae rehenis at quis quae rem nempor anis qui dolorib uscitasiti offic tem nitatus voluptate voloratum velenitiae volupta temperum niminci doluptum cum dollaciae eos entur seque nos niscips.
CHART LABEL, 8/11 FRUTIGER LT STD 67 BOLD CONDENSED, ALL CAPS
CHART TEXT, 8/10 FRUTIGER LT STD 45 LIGHT .0625 SPACE AFTER
Aliquias perumetur seriamus, odit fugia nobitat ecabore ssitiatur, solor molupta tinimin vernatendae rehenis at quis quae rem nempor anis qui dolorib uscitasiti offic tem nitatus voluptate voloratum velenitiae volupta temperum niminci doluptum cum dollaciae eos entur seque nos niscips umquam, quassincit rem el modis dictatur? Quis quam fugiam lam, essiment autemqui rest. od maximpori samuscil eiuscia erchil mos et at vellique verchic atestemodit quiam, nonest ant, officipsunt aut hillum a autecum
NOTE TEXT, 7/10 FRUTIGER LT STD 55 ROMAN .0625 SPACE AFTER
• Aliquias perumetur seriamus, odit fugia nobitat ecabore ssitiatur, solor molupta tinimin vernatendae rehenis at quis quae renempor • Onis qui dolorib uscitasiti offic tem nitatus voluptate voloratum velenitiae volupta temperum niminci doluptum cum dollaciae eos entur seque nos niscips BULLET BODY COPY, 9.5/12 FRUTIGER LT STD 45 LIGHT .0625 SPACE AFTER
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similar brands Brands that are related to Tiempo are found in organic and healthy sections of stores such as Whole Foods. They are juice brands that share Tiempo’s use of all-natural fruit ingredients.
This a low-calorie juice product found in health food sections of grocery stores such as Whole Foods. The packaging is a full wrap on a large size bottle. The colors are subdued and earthy, with graphics of grain. This product differs from mine in color and mood with this product having a more somber and overly healthy tone.
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This is a flavored soft drink with very simple graphics and packaging. It comes in glass bottles and is organic. My product might be similar to this product because it will be sold in bottles with color based graphics. It will be different because it will be pure juice and more colorful.
This is an organic juice brand found in healthy food sections of grocery stores, such as HyVee. It would also be found at Whole Foods or other organic friendly stores. This juice is a competitor to my product because it 100% organic and it is a fruit juice. My product would differentiate by its flavors, which are more general and tropical in nature. The packaging might be more simple and color based.
This is another brand found in healthy sections of stores. It is a vegetable fruit blend juice with creative and fun packaging. They are actual juice boxes which would be similar to my kids line of juice boxes but my product would be smaller in size and only fruit juice.
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consumer profiles The target consumer for Tiempo includes a variety of different people. The brand appeals to both adults as well as kids, and the profiles reflect this. Tiempo consumers tend to be intelligent, discerning and adventurous. They also share a common passion for nature and natural ingredients such as the fruit flavors found in Tiempo juice.
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Lauren Jones Age 26, African American Venice Beach, California Married, No children Bilingual in English/Spanish UCLA, BA in early elementary education Teacher, 34,000 a year No military service Rents two-bedroom apartment Drives 2007 Volkswagen Jetta California Teacher’s Association, Sierra Club
CONSIDERATE Lauren is mindful of others and tries to use her knowledge, life experience and skills to help whenever she can.
HEALTHY She exercises regularly, including Yoga and longboarding. She eats organic foods and likes to cook.
OPTIMISTIC She strives to maintain a positive outlook and believes in the power of a good attitude.
STONYFIELD ORGANIC
ETNIES
WHOLE FOODS
MANDUKA
TRIBE
VOLKSWAGEN
4
JASON
3
KONG SAMSUNG
NETFLIX
QUAKER
1 2
PAPERMATE GMAIL
She arrives at her job in her Volkswagen Jetta at 8:00am. She uses her Apple Imac computer to prepare a slide show about addition and subtraction with Flash animation.
During the students recess at 10:30am, Lauren checks her Gmail and Facebook accounts which she uses to keep in touch with parents. She eats a Quaker oatmeal cereal bar for a snack and rests her head on her desk.
At noon, the students head to the cafeteria and Lauren checks over their math papers. She uses her PaperMate Earth pen. She munches on organic vegetables with Tribe hummus dip.
After work, Lauren heads home to grab her Sector 9 longboard, her Etnies shoes and her dog, Sam. Together they head to the boardwalk for some skating and a game of fetch with a Kong ball.
She arrives home again around 7:00pm and her husband has prepared dinner using all fresh ingredients for Whole Foods. They eat dinner and then watch a movie from Netflix on their Samsung television.
At 10:30pm she grabs the novel she is reading and she and her husband settle into their bed before falling asleep.
APPLE
SECTOR 9
1= Food & Beverage
Lauren wakes at 6:15am and gets out her Manduka yoga mat for stretching. She takes a shower using Jason organic soap and shampoo. She makes breakfast using fresh fruit and Stonyfield Organic yogurt.
2= Work
3= Leisure
4= Health & Hygiene
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Tyler Hawthorne Age 34, Caucasion Denver, Colorado Engaged, 8-year-old son Owns Border Collie named Sam Colorado State University, BA in business Co-owner of New Tire bicycle shop, 45,000 a year No military service Owns a three-bedroom house Drives 2010 Toyota Tacoma National Federation of Independent Business
DEDICATED Tyler sets goals for himself and strives to attain them. He loves his family and works
HONEST He treats others in a respectful and dignified manner. He has strong ethics when it comes to others and his business.
RESPONSIBLE Tyler was taught to take responsibility for his actions and knows all actions have consequences. He takes responsibility for himself and his family.
FLORIDA’S NATURAL
TEMPURPEDIC NIVEA
HODGSON MILL
NIKE
ARM & HAMMER NUTRO
SUNFLOWER FARMERS MARKET 1
4 3
RAWLINGS NINTENDO TOYOTA
1 = Food & Beverage
2
Tyler wakes at 6:00am and lets his dog Sam out. He feeds him Nutro dog food. He pours himself a glass of Florida’s Natural orange juice. He takes a quick shower using Nivea Men’s shampoo and soap.
He wakes his son Ryan at 7:00am and makes him pancakes using Hodgson Mill pancake mix. He packs their lunches with fresh food from Sunflower Farmers Market. They leave for work and school in his Toyota Tacoma.
Tyler does inventory of the daily shipment from Cannondale of bicycle parts at 10am. He uses Microsoft Office on his HewlettPackard computer. He listens to Pandora radio while he works.
At 12:15pm, he heads to the break room. He takes his lunch out of the Frigidaire and visits with his coworkers while he eats.
He leaves work at 4:00pm and goes to pick his son up from school. He changes into his Nike tennis shoes and they take Sam for a walk to the park. They play a game of oneon-one with a Rawlings basketball.
At 6:30, they sit down to eat dinner that his fiance Ellen has made. After dinner they play games on their Nintendo WII system.
FRIGIDAIRE MICROSOFT OFFICE PANDORA
At 10:00pm, Tyler brushes his teeth using Arm & Hammer toothpaste. He and his fiance go to sleep on their Tempurpedic mattress.
HEWLETT-PACKARD CANNONDALE
2 = Work
3 = Leisure
4 = Health & Hygiene
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Elise Lam Age 12, Vietnamese American Orlando, Florida Bilingual in English/Vietnamese Two siblings, Margaret, age 15, and Jon, age 17 2 cats, Larry and Curly Sixth Grader at Springside Elementary Allowance of 25 dollars a month Lives in four-bedroom house her parents own Rides in 2006 Dodge Caravan YMCA after-school program, Springs
CURIOUS Elise loves to explore and discover new things, especially outdoors. Her favorite subject in school is science.
INTELLIGENT She takes pride in her schoolwork and excels at tough subjects. She works through problems logically.
PLAYFUL Elise loves to play games with her siblings and friends. She has a strong imagination and likes to write her own stories.
COLGATE
ENVIROKIDZ
KISS MY FACE
WHOLE FOODS
TEEN SPIRIT
DRAGONFLY
YMCA 4 SKECHERS GAPKIDS
3
SAMSUNG
1
She eats a bowl of EnviroKidz organic Panda Puffs for breakfast before leaving with her dad in their Dodge Caravan to go to school.
At school, Elise works on her volcano project for the Springside Science Fair, using Crayola markers and Bic pens. Elise keeps her papers in her Mead binder. At 10:00am they break for recess. Elise uses her Skechers tennis shoes to help score a goal in kickball.
Elise heads to the cafeteria at 11:30am for lunch. She has a sack lunch that her mom made her using ingredients from Whole Foods. She drinks a Vruit boxed juice with her lunch, then puts her trash in the recycle bin.
After school lets out at 3:30pm, Elise takes the bus to the YMCA after school program she attends. She goes swimming in the pool and wears the swimsuit with purple polka dots that she got from GapKids
Elise sits down at the table with her family at 7:00pm for dinner. They eat fresh vegetables stir-fried with Dragonfly jasmine rice.
VRUIT 2 MEAD BIC
After dinner, she watches television on their Samsung TV. Elise does her math homework quickly and 9:00 she gets ready for bed.
CRAYOLA
DODGE
1= Food & Beverage
Elise wakes at 7:00am and gets ready for school. She brushes her teeth using Colgate Kids toothpaste. She washes her face using Kiss My Face natural children’s soap and puts on Teen Spirit deodorant.
2= Work
3= Leisure
4= Health & Hygiene
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marketing Tiempo thrives on being a fun and unique brand. Tiempo’s products include three flavors of all-natural juice with distinctive labels for each flavor. The products are featured throughout Tiempo’s marketing materials. The brand’s advertising and web design is geared toward adults, as well kids.
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products The product line includes three flavors and two options of packaging, including bottles and juice boxes. The labels have a unique shape that sets them apart from other juices.
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Advertising The advertising campaign for Tiempo placed the products in tropical environments that match the brand’s identity. Kids were also featured in the campaign and are part of Tiempo’s target market.
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IT’S TIEMPO TIME! 34
tiempo.com 35
Web design The design of Tiempo’s website is bold yet inviting and playful. The homepage features a slideshow and the navigation is user-friendly. The kid’s page features a video player with a kid-friendly commercial.
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wireframes The initial wireframes for the Tiempo website are very similar to the final design of the pages. The labels of the wireframes describe basic functionality of the pages.
Click: Links to Homepage Click: Links to Flavors page
Flavors
Click: Links to Tiempo Kids page
Tiempo Kids
Click: Links to About Us page
About Us
Click: Links to 100% Guarantee page
100% Guarantee
Slideshowfunction,contains three images
Buttons corresponding to individual slides, also indicate current slide
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contact us
Visit us
(ph) 714-222-6755 (fax) 714-220-6755
3414 Golden Grove Ave. Santa ana, ca. 92701
Click: Links to Contact Us page
Click: Google maps page of address
site map
Click: Links to Facebook page
Click: Links to Twitter page
Click: Links to Youtube page
Click: Links to Site Map page
legal
Click: Links to Legal page
Rollover State: Color change
Flavors
Click: changes imagetoTropical in image box
Tropical
Click: changes image to Citrus in image box
Citrus
Click: changes image to Berry in image box
Berry
Tiempo Kids
About Us
100% Guarantee
Rollover State: Color change
Image Box, 3 linked images
contact us
Visit us
site map
legal
Flavors
Tiempo Kids
About Us
100% Guarantee
Embedded:Video of commercial
Click: Links to Games page
Earn points
games Rollover State: Color change
contact us
Flavors
Tiempo Kids
About Us
Meet New friends
Visit us
site map
Click: Links to Earn Points page
100% Guarantee
legal
Click: Links to Meet New Friends page
Static Image: Mission and ValuesStatement
contact us
Visit us
site map
legal
Flavors
Tiempo Kids
About Us
100% Guarantee
contact us First Name
Entry box for First Name
Last Name
Entry box for Last Name
Phone Number
EntryboxforPhoneNumber
Static Image
Message Entry box for Message
Reset
Rollover State: Color change
contact us
Visit us
Submit
site map
Click: Button to Reset form
Click: Button to Submit form
legal
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commercial The commercial for Tiempo uses stop-motion photography to capture kid’s dancing to an upbeat dance song. The images were placed on top of color panels and timed to the music.
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story board The story board for the tiempo commercial gives staging and photography directions for the actual commercial. The story boards are generalized but give a good idea of the flow of the commercial.
Two cameras, set at different heights and angles or one camera, two sequences. Photoburst setting to capture stills. Back drop of solid grey clipped to stands or poles. Lighting kit set up. Music playing in background to dance to.
Each kid will be dancing to the same song using similar and energetic dance moves. They will be photographed first individually. They will wear white hats and t-shirts with Tiempo logo.
Intro to include screen split into thirds. In middle third, first kid will appear, dissappear
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2
Next, two other kids appear in outer thirds.
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Longer section of commercial will be all three kids dancing in their sections with fast transitions that are timed to the music.
Final scene, version 1, 2 possibilities: 1. All three kids, smiling and drinking from juice box as a group or 2. Individual shots inside their sections.
BOOK CREDIT Kate Krohn email: kagrif011@gmail.com portfolio: katekrohn.com
PHOTO CREDITS * Pg. 22 www.flickr.com/photos/igraphs/8695154372/ * Pg. 24 www.flickr.com/photos/euanm3826/ * Pg. 26 www.flickr.com/photos/zen1972/ * Pg. 34 www.wallpaperpin.com * Pg. 35 www.cutcaster.com
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