Spare SomeThyme by Jade Kaufman

Brand Identity Book

Brand Identity book

Table of Contents

Table OF CONTENTS Profile

Identity

Business system

Interior, Merchandise, Environmental Graphics

Digital Application

Process

Profile

Profile The customers for this specialty shop are all aged adults who are interested in trying original as well as well–known spices and herbs. These people have a curiosity in exploring different spices from all cultures of the world. Most of these customers are middle–aged women who enjoy cooking and use spices in every meal. Another group of customers are young people who are interested in cooking and are starting to live on their own for the very first time. The location is in five different cities in three states, Saugatuck, Grand Rapids, and Ann Arbor, Michigan, Breckenridge, Colorado and Temecula, California. All of these cities are known for their wide range of specialty shops and engaging original products. This store will give a modern view to spices to entice the younger generation, yet still give off the cultural feeling of where the spices originated. The store will contain 450 varieties of exotic spices, blends, herbs and teas. They will offer spice racks and related accessories. All of these spices will be on shelves so you can see the large arrange of colors of all the spices. The labels on the bottles and bags will also be very clean and easy to read. The workers will be very helpful in assisting to spices that fit what the customer wants and needs.

When customers arrive at this shop they will receive a whole experience. This will involve being introduced to spices that many people have never heard of and learning where they originated and what foods they can be used in. There is also a section on eating better, and how to “spice” up healthy foods. They can view an employee cooking and using different spices and herbs. This way they can learn about them and also taste them. The website and applications online will be beneficial for customers. It will be easy to navigate and easy to order the products. The viewer will also be able to view recipes under the spices available. This way they can experience the type of spices in many different manners. These applications will also benefit the younger generation who are inexperienced in cooking, but good with online applications. The goal is to inform all the customers about all types of spices and herbs and their culture, while also getting people to try new and innovative recipes.

Employees will enjoy working with the customer to create their own custom selection. The colors will resemble all the different spices and herbs. They will also be cooking at the stores mini kitchen.

Identity Primary Mark..................................................10 Secondary Mark.............................................11 Clear Space Requirements.............................12 Sizing Restrictions..........................................12 Unacceptable Treatments..............................13 Primary Color..................................................14 Black/White Reproduction.............................15 Secondary Color.............................................16â&#x20AC;&#x201C;17 Unacceptable Color Treatment.......................18 Avatar............................................................. 19 Primary Typeface............................................20 Secondary Typeface.......................................21 Patterns.......................................................... 22 Paper Specifications......................................23

Identity

Primary Mark This is the primary mark for Spare Some Thyme. This mark is used for the majority of applications until the identity needs to be executed in a horizontal space or in a small constricted area while still being legible (see page 8). The primary mark is used in all the stationery system pieces, receipts, bags, and environmental graphics.

Identity

Secondary Mark This is the secondary mark for Spare Some Thyme. This mark is used only in horizontal applications and not when the primary mark can be used legibly and fit the size where itâ&#x20AC;&#x2122;s being presented. The secondary mark is executed in applications such as gift cards, pencils, and other merchandise.

Identity

Clear Space Requirements The clear space requirements must be followed in order for the primary mark to be eligible and appear clean and efficient. The letter x represents a visual spacial reference, which here is depicted by the height of the words spare some. There should always be an approximate of 5x around the outside of the identity to secure the readability and design.

1/5x x 1/10x

3.5x

The space required between the words spare some and thyme is as shown, and is needed to differentiate the two words.

In the secondary mark the letter x is depicted by the height of the horizontal identity itself. There should always be an approximate of 2x around the outside of the entire mark. In between the three separate words the space (kerning) is slightly different for visual symmetry.

1/4x

SIZING RESTRICTIONS The primary mark is used most often, however, when it becomes a certain size the horizontal secondary mark must be used to create clear legibility. These size restrictions must be followed so the identity does not appear to small to read on different applications.

minimum size .35" in.

minimum size .10" in.

1/5x

Identity

Unacceptable TREATMENT These are different examples of how the mark should not be treated. These examples are straightforward, however, exhibit the general idea of what is not acceptable treatment of the mark. Distortion Do not distort the mark in any way. Doing this will greatly affect the identity. Refer to the clear space requirements to make sure the “spare some” is in the correct space and the exact size. Cropped Do not crop any part of the mark. This will destroy the readability and appearance of the identity and will be less recognizable.

Rotation Do not rotate the image on applications. This will greatly affect the readability and the identity’s representation. Different typeface Do not change the typeface of the mark in any sort of way. The mark’s typeface should always appear as specified.

SPARE SOME

spare some

Elimination/alteration of y The “y” should never be altered or deleted This simple design makes the identity unique and memorable to the viewer.

Identity

Primary Color The primary color palette is the same for the primary and secondary marks and are the official colors for the entire identity system. These colors have been chosen to best portray the spices and herbs sold at the store. These colors must be used in the stationery system, receipts, bags, labels on jars, and on all environmentals.

PC 387 CMYK 31 31 77 74 RGB 70 64 26

HEX#46401A

PC 7511 CMYK 5 48 93 23

HEX#BD7824

RGB 189 120 36

PC 450 CMYK 43 13 98 62 RGB 73 91 20

HEX#495B14

Identity

Black/white reproduction Black and white production These are the options that can be used on white or light paper when color is not available. Only use these alternatives in needed circumstances.

Grayscale production When using the grayscale options, the tints are 90% and 60% process black. Always use the 90% tint for the words spare some and for the leaves and flower that create the y. The 60% tint is for the word thyme and the stem.

Reverse production These options can be used on black or dark colored paper when color is not available. Only use when needed.

Identity

Secondary Color Primary Mark The secondary color palette is different for the primary and secondary marks. The hues in this secondary palette present more colors of spices and herbs and bring a diverse yet unified look to the brand. The primary colors are used in these secondary choices. These are the only options for the primary mark.

Business Cards and Dark Paper The only thing that is changed from the primary color mark is the hue on the words, spare some. These are used on the business cards to give an individuality to the employees. If a colored identity is needed, the cream mark must be used.

Full Color Reproductions These are full color reproductions that can be used if needed. If an orange colored logo is needed, PC 152 should not be used, the primary color, PC 7511, must be used. There is no full color in PC 152.

PC 152 CMYK 0 62 100 0

RGB 245 126 32

HEX#F57E20

PC 398 CMYK 11 4 100 25 RGB 182 175 18

HEX#B6AF12

PC 484 CMYK 8 91 92 33

RGB 160 42 29

HEX#A02A1D

PC 458 CMYK 2 7 58 7

RGB 234 213 125

HEX#EAD57D

Identity

Secondary Color SECONDARY MARK The secondary mark has fewer options than the primary mark does. The color palette is the same except for the orange, PC 152, can be used in this mark. These are the only options that can be used for the secondary mark and are all full color reproductions. On dark paper use PC 458.

Identity

Unacceptable COLOR TREATMENT These are different examples of how the primary mark can not be used. These examples exhibit the general idea of what is not acceptable treatment of the mark. Mixed colors It is not acceptable to mix the primary or secondary colors within the identity that is not specified. Always use the color treatments provided (pages 14â&#x20AC;&#x201C;17).

Different colors Never use colors that are not specified as a primary or secondary color. All the colors within the color palette were chosen to unify the brand.

non contrasting backgrounds To provide maximum readability always use the mark that contrasts the background most efficiently and doesnâ&#x20AC;&#x2122;t hide the mark within the background.

Patterned backgrounds Do not overlay the mark on a pattern or texture. These backgrounds will distract and the mark will get lost or unreadable.

Identity

avatar This is the Spare Some Thyme avatar and is a brand icon used as advertising across different types of digital medias such as television and the intenet.

Identity

Primary Typography This typeface is the primary typeface for Spare Some Thyme. By having a primary typeface it brings a definite cohesion and consistent design appearance to the store. Below are examples of when the different styles of the typeface can be executed on different applications. The substitute typeface is shown below the primary and can only be used when the primary typeface is unavailable. Bell Gothic Light This style should only be used for the minority of applications. Use this if Bell Gothic Bold is not available or both of the typefaces are being used and this style is needed for the body copy as a way to show hierarchy in the application. bell gothic bold This style is used for the majority of all applications that this typeface is needed. Use this for the names of all employees on the business cards and letterheads. This is used for all headlines, which includes, brochures, the website, the name of the spices on the labels, and other merchandise. This shouldnâ&#x20AC;&#x2122;t be used for body copy on any applications. If a bolder version is needed use the Black style.

Bell Gohic Light a b c d e f g h i j k l m n o p q r st u v w x y z abcdefghijklmnopqrstuv w xyz 1 2 3 45 67 8 9 0 Franklin Gothic Book Regular abcdefghi j klmnop q rstu v wxy z abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 678 9 0

Bell Gothic Boldâ&#x20AC;&#x201C;Primary a bc d e fg h i j k l m n o p q r s t u v w x y z abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 67 8 9 0 Franklin Gothic Medium Regular abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 678 9 0 Black abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 67 8 9 0 Franklin Gothic Demi a bcd e f g h i j k l m n o p q r s t u v w x y z abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 67 8 9 0

Identity

Secondary Typography This is the secondary typeface for Spare Some Thyme. Its a serif typeface and is used to compliment Bell Gothic and bring a lighter and more friendly feeling to the sharp sans serif typeface. Below are examples of when the different styles of the typeface can be executed on different applications. If a bolder version is needed, use the style specified. The substitute typeface is shown below and can only be used when the primary is unavailable. itc century light This style should only be implemented for all the body copy used. This includes the body copy for the brochures and the letterhead. This typeface should always be used when displaying the address.If a bolder version is needed, use the Book or Bold style that is shown below the primary. ITC CENTURY LIGHT ITALIC This style is used for subheads in the brochures and on the website. It is also always used to display the website on the brochures and the business cards. If a bolder version is needed use Bold Italic. Never use the Ultra Italic style.

ITC Century Lightâ&#x20AC;&#x201C;Primary abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuv wxyz 12 3 4 5 67 8 9 0 Baskerville Regular abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 12 3 4 5 678 9 0 Bold abcdefghijklmnopqrstuvwxyz abcdefghi jklmnopqrstuv wxyz 12 3 4 5 678 9 0 Baskerville Bold abcdefghijk lmnopqrstuv wxyz abcdefghijklmnopqrstuvwxyz 12 3 4 5 6 78 9 0 ITC Century Light Italicâ&#x20AC;&#x201C;Primary abcdefghijklmnopqrstuv wxyz abcdefghijklmnopqrstuvwxyz 12 3 4 5678 9 0 Baskerville Italic abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234 56 78 9 0 Bold Italic abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 12 3 4 567 8 9 0 Baskerville Bold Italic abcdefghijklmnopqrstuv wxyz abcdefghijklmnopqrstuvwxyz 12 3 4 5 6 7 8 9 0

Identity

patterns These are the patterns that were created to differentiate the spices and herbs, while also adding an aesthetic to the identity of the store. The patterns are hand drawn and depict the substance the spices and herbs are produced including fruits, herbs/leaves, roots and bark, seeds, and a blend.

Pattern #1 Blends PC 7511

Basic Guidelines These patterns can be cropped, enlarged, and reduced depending on the application.

Pattern #2 Fruits PC 484

They must never be altered in design or color to keep the patterns consistent throughout all applications. Never put the primary or secondary logo directly or partially on the pattern.

Pattern #3 Herbs/Leaves PC 398

Pattern #4 Roots/Bark PC 458

Pattern #5 Seeds PC 152

Identity

Paper Specifications This is a list of paper choices for all of Spare Some Thymeâ&#x20AC;&#x2122;s paper needs. There are three choices incase one is unavailable and it is needed at an inexpensive price. The first choice is more expensive and is high quality paper that should be ordered first. The second choice is environmental paper. The third choice is two different brands and should only be used if needed. The receipt paper was chosen because it is good for the environment and is uncoated. Letterhead and Brochure 1 1. Neenah Sundance Bright White 70T 88 Brightness 2. NEENAH Environment PC 100 Natural Smooth 80T 3. Cougar Natural Smooth 80T Envelope, Business Card, Brochure 2, Labels 1. Neenah Sundance Bright White 80C 88 Brightness 2. NEENAH Environment PC 100 Natural Smooth 80C 3. Mohawk Via Smooth Warm White 80C Receipts Appleton BPA-free red fiber receipt paper

Business System Business Cards............................................... 26–27 Letterhead...................................................... 28–29 Envelope......................................................... 30–31

Business System

Business Cards The business cards are designed to give a distinctive and unique aspect to Spare Some Thyme. These business cards were created to not only give the customers the stores information, but also share with them a little piece of the store. The cards themselves are coin envelopes and contain thyme from the store. This will bring a literal sense to the stores name as well as a friendly gesture. The identity along with the employeeâ&#x20AC;&#x2122;s name will display the different colors from the secondary color palette. This is to give options and differentiate employees.

Business System

Business Cards Specifications: 3p0

Size 31⁄2 X 2 when folded Typeface Bell Gothic Bold Employee’s name in all caps ITC Century Light Address and body copy Color

3p11

7p2 8p2

10p0 11p10

18p10

Juan Richards 2328 Main Street Saugatuck, MI 43939 (866) 431.2948 sparesomethyme.com

PC 450 Body copy and primary mark PC 378, 152, 398, 7511, and 484 Primary mark, website address, and the word “thyme” on the back of the card. Only one color can be used for all three and they cannot be mixed.

13p7

24p4

Basic Guidelines The primary mark should always be used and only in colors specified. There should always be 1⁄16 inch (3p0) margin from the left of primary mark.

Thyme is one of the oldest herbs and a symbol of courage in ancient Greece. We are happy to spare some thyme with you, as they did so many centuries ago.

There should always be 3⁄4 inch (3p11) margin from the top of the card. The body copy on back must start at a left margin of 2 1⁄4 inch (13p7) to prevent flap from covering any of the body copy.

These cards are not exact size

Business System

letterhead speCifiCations Size 81â &#x201E;2 X 11 Typeface Bell Gothic Bold Senders name, reciever, and address ITC Century Light Body copy and website address Color PC 450, 378, and 7511 Primary mark, names of sender and receiver, and website address. PC 450 60% tint Body copy

mrs. Felicia Brooks,

here at spare some thyme we greatly appreciate your order and service. we hope you enjoy the spices we have prepared, for we dedicate our time to perfecting the blends to send to our valued customers such as you. when we ďŹ rst opened our doors our goal was to perserve the culture of spices and introduce our customers to their ancestral background. through the years we appreciate our costumers feedback because it helps us in becoming aware of how to better service you in your future with our products. if you have any questions or comments on your order or anything else we would be excited to help you. we would also like to invite you to check out our new website. the new website provides our customers with an easier way to order and also has coupons and shows when we will be having discounts on certain spices.when you become a member on our website, you will be sent extra discounts and earn points everytime your order from our store. once again we thank you for your order and we look forward to servicing you in the future here at spare some thyme! sincerely,

Tyra Kennedy tyra kennedy president

2328 main st. saugatuck mi

(866) 431.2948

sparesomethyme.com

Business System

letterhead SPeCIFICatIonS For word ProCeSSInG BasiC GuiDelines The body copy of the letter should always have a right margin of 3 inches and a left margin of 11⁄2 inches.

1 in

3 in

11⁄2 in

The copy should always be flushed left ragged right, but can be justified. Always use triple spacing between the receiver and the start of the letter. Also use triple line spacing between the sign off and the name of the sender. Always use double line spacing for the beginning of all new paragraphs.

2 in mark 27⁄8 in 33⁄4 in 41⁄4 in

mrs. Felicia Brooks,

This format allows for approximately 250 words and should not exceed that amount to prevent untideness.

was to perserve the culture of spices and introduce our customers to their ancestral background. through the years we appreciate our costumers feedback because it helps us in becoming aware of how to better service you in your future with our products. if you have any questions or comments on your order or anything else we would be excited to help you. we would also like to invite you to check out our new website. the new website provides our customers

The letter should be signed from the sender between the sign off and the printed name provided. The stores information in the footer should be 1 inch from the bottom.

with an easier way to order and also has coupons and shows when we will be having discounts on certain spices.when you become a member on our website, you will be sent extra discounts and earn points everytime your order from our store. once again we thank you for your order and we look forward to

varies

servicing you in the future here at spare some thyme! sincerely,

Tyra Kennedy tyra kennedy president

1 in

2328 main st. saugatuck mi

(866) 431.2948

sparesomethyme.com

This letterhead is not exact size

Business System

enveloPe speCifiCations Size 4 1⁄ 8 X 9 1⁄ 2

2328 main street saugatuck, mi 43939 41 us

Typeface ITC Century Light Mailing address and return address

robin kaufman 7885 s. bad axe rd. ubly, mi 48475

Color PC 450, 378, and 7511 Primary mark PC 450 Mailing address, primary mark, leaf PC 7511 Return address PC 378 Leaf on ﬂap Avery Label

This envelope is not exact size

Avery Easy Peel Clear Address Labels for Laser Printers 5660® 1 X 25⁄8

Stamp There are four different types of custom stamps and they must be used. By using a custom stamp it unifies the design of the brand and does not introduce another design that does not correlate.

41 us

Business System

Envelope Basic Guidelines The primary mark should always be 1⁄4 inch (1p5) from the top and 1⁄4 (1p5) from the left side of the envelope. The return address should always be 1⁄10 inch (0p6) away from the primary mark. The address should be eight point type and be approximately 3⁄ 8 inches (2p3) from the top and line up horizontally with the top of the “m” and “e” in the mark.

1p5 1p5 3p8

11p3

17p6

2328 Main Street Saugatuck, MI 43939 41 US

13p0 Robin Kaufman 7885 S. Bad Axe Rd. Ubly, MI 48475

The avery label should be placed according to postal regulations. As a reference place the top of the avery label approximately 1 1⁄4 inches (13p0) from the top and 51⁄4 inches (34p3) from the right side of the envelope.

Interior Design, Merchandise, and Environmental Graphics Exterior................................................34 Interior................................................. 35–37 Gift Cards............................................ 38–39 Brochure 1–2.......................................40–45 Labels...................................................46–49 Shopping Bags.....................................50 Receipts...............................................51 Environmental Graphics......................52–53

Exterior

Exterior of Store Spare Some Thyme is located in a newly renovated space with many long vertical windows in the front. These long windows will be used to display long window clings of different spices and herbs. These are used to entice customers to come in as well as mimic the billboards for unity.

Exterior

Interior of Store Shelving The shelves are designed like bookcases to display all different types of spices, and are simple so the color of the spices and herbs are the main focus. Table There is a table that is directly to the right when you walk into the store. This table will contain the brochures and sale items. Checkout Counter The checkout counter is located in the front of the store and will hold the business cards. The staff will be able to greet the customers when they arrive. Kitchen Area In this area there will be an employee that will be cooking with the spices and herbs, and creating samples for the customers to taste. This will bring a smell to the store, and also allow customers to learn how to cook with certain spices and herbs. Relax When a customer walks in the store there is a couch directly to the left where they can sit if they want to read throughout the brochures or to relax for awhile. Flooring and Lighting The floor will be solid maple hardwood and the lighting will be used to bring light to the shelving as well as to the products.

Interior

Interior Furniture of Store

Merchandise

Gift Cards The gift cards are designed using four of the five different patterns. The separate patterns all represent different money amounts for each individual gift card. Each card will be placed in a mini cotton pouch for protection. These pouches represent how spices are sold in other countries and match the shopping bags.

Merchandise

gift cards Specifications 3p6

Size

16p4

3p6

2 ⁄8 X 3 ⁄8 1

Typeface ITC Century Light Money amount.

GIFt Card

spare some thy purchase of mer for non-use and and cannot be re of purchase, and shown by our re

Secondary Mark is used for the identity Color PC 458 Money amount and secondary mark PC 450 Horizontal bar

13p0 13p6

PC 458, 152, 398, 484 Colors specified for patterns (#2–#5)

14p6 15p0

$75

Basic Guidelines The secondary mark should always be used and only presented in PC 458.

GIFt Card $25

There should always be 1⁄16 inch (3p0) space between the text and the left and right sides of the card for readability.

$10

Check your balance at www.sparesomethyme.com/giftcard or give us a call at 1.866.431.2948 gift card Spare Some Thyme gift cards are issued exclusively by You Too Inc., an Illinois corporation, and may be used for the purchase of merchandise at any Spare Some Thyme store or online at www.ssthyme.com. These gift cards have no fees for non-use and do not have and expiration date. They are not for resale, are not redeemable for cash or monetary credit, and cannot be returned for cash or credit refund. A lost or stolen gift card cannot be replaced without the original proof of purchase, and replacement of such card will be another Spare Some Thyme Gift Card having the credit balance only as shown by our records. Additional terms and conditions applicable to the use of these cards are located on our website.

spare some thy purchase of mer for non-use and and cannot be re of purchase, and shown by our re

137 2342 3810

000 172265 089

Only the four patterns specified can be used in the design of the four cards.

$50

GIFt Card

spare some thy purchase of mer for non-use and and cannot be re of purchase, and shown by our re

$25

Merchandise

BroChure 1 spiCy love This brochure is to provide customers with information on how to use different spices in unique and healthy ways. This brochure also contains a healthy recipe with a small packet of a blend made by Spare Some Thyme. This will allow the customers to taste the product while giving the same type of feeling the business cards provide.

front

BaCk

spicy

love how to show your foods some love

2328 main street saugatuck, mi 43939 (866) 431.2948 sparesomethyme.com

Merchandise

BroChure 1 speCifiCations 4p3

Size

18p0

25p6

36p6

51p7

58p8

7 X 10 Typeface ITC Century Light All body copy and address ITC Century Light Italic Subheads and website address Bell Gothic Bold Titles

3p0 9p0

13p3 18p7 21p3

Color

PC 7511 and 458 Front cover, subheads and title. BasiC GuiDelines

spicy

2328 main street saugatuck, mi 43939 (866) 431.2948 sparesomethyme.com

love how to show your foods some love

for instance, small amounts of cinnamon on a daily basis can lower the risks of high blood pressure and glucose levels. even the smell has been shown to increase alertness, coordination, and help memory.

4p3

The primary mark should always be used in full color reproduction PC 450.

The #1 pattern can only be used.

eating healthy and enjoyably are part of our business philosophy. everyday, that belief is reafﬁ rmed as studies prove that many different spices can greatly affect your health in many different kinds of ways.

spices have always intensified our sense of pleasure, so it is very pleasing to know that eating well doesn’t have to be boring. in an age when we always seem confronted with unhealthy choices, our spice selection makes it easy for you and your family to enjoy foods that are healthy and satisfying.

PC 450 Titles, the primary mark, and body copy

The titles should start at 2 inches (12p0). The body copy should always start at 2 1⁄ 4 inches (13p0).

why you should add spice to your life!

18p0

25p6

40p6

48p0

62p3

12p0 13p3

Merchandise

Brochure 2 Discover spices AND herbs This brochure is for people who are just starting to use spices and herbs and are unsure what they are and do not know how to cook with them. This brochure unfolds and contains five separate pockets labeled by blends, dried fruits, herbs, roots/barks, and seeds. In the pockets there are cards of different spices/herbs. Each card contains information and a recipe on the back that uses the spice/herb.

This brochure is not exact size

Merchandise

Brochure 2 individual cards This is an example of an individual card that is included in the pockets of the brochure. The card folds up vertically and reveals what the spice or herb is and some basic information about it. On the backside of the card is a recipe that uses the spice.

fennel seeds Fennel seeds may be roasted to intensify the flavor and can be used to flavor different kinds of fish, Italian sausages, some baked goods and liqueurs. Fennel is described as having a sweet flavor and aroma that is similar to anise (licoriceâ&#x20AC;&#x201C;like). Ancient people believed fennel seed was helpful in eyesight. In more recent history, the Puritans referred to fennel as the â&#x20AC;&#x153;meeting seedâ&#x20AC;? as it was a favorite practice to chew the seeds during meetings. Today, fennel seed is used in India after dinner as a breath freshener. It is also said to help digestion and reduce bloating when drank in a glass of water.

These cards are not exact size

Merchandise

BroChure 2 speCifiCations Size

39p0

78p0

117p0

156p0

31⁄2 X 161⁄4

dISCover 2328 main street saugatuck, mi 43939 (866) 431.2948 sparesomethyme.com

Paprika, Juniper Berries, and Chile

spices and herbs A starter kit for anyone beginning to use spices and herbs

Rosemary, Parsely, Thyme, and Cilantro

Cinnamon and Ginger

rootS & Bark

Fennel, Coriander, and Mustard Powder

herBS

drIed FruItS

SeedS

Bell Gothic Bold Title and five types of labels

13p6 16p6 19p9

BlendS

ITC Century Light Address, description, and types of spices and herbs

2p0

Curry, Fajita, and Sugar N’ Spice

Typeface

BlendS

drIed FruItS

herBS

rootS & Bark

SeedS

Curry, Fajita, and Sugar N’ Spice

Paprika, Juniper Berries, and Chile

Rosemary, Parsely, Thyme, and Cilantro

Cinnamon and Ginger

Fennel, Coriander, and Mustard Powder

Color PC 450 Outside of the brochure and front page

2p0

PC 152, 398, 458, 484, 7511 Different sections inside the packet and the type on the inside and outside BasiC GuiDelines The secondary mark must be used. The titles should start at 1 2⁄ 3 inches (16p3) and in the color PC 458. All five patterns must be used in the correct section that they are presented.

16p3 17p9

Merchandise

Brochure 2 Specifications 0p9

Size 3 X 6, 3 X 3 when folded Typeface ITC Century Light All body copy ITC Century Light Italic Recipe name Bell Gothic Bold Main titles Color

1p6 2p7 4p2

0p9

17p3

Fennel SeedSFennel SeedS

17p3

1p6 2p7 4p2

fennel seeds may be roasted to intensify the flavor fennel seeds may be roasted to intensify the flavor and can be used to flavor different of fish, and can be usedkinds to flavor different kinds of fish, italian sausages, some baked goods and liqueurs. italian sausages, some baked goods and liqueurs. fennel is describedfennel as having a sweet flavor and a sweet flavor and is described as having aroma that is similar to anise aroma that(licorice–like). is similar to anise (licorice–like). ancient people believed fennel seedbelieved was helpful ancient people fennel seed was helpful in eyesight. in moreinrecent history, the puritans eyesight. in more recent history, the puritans referred to fennel asreferred the “meeting seed” as it“meeting was a to fennel as the seed” as it was a favorite practice to favorite chew thepractice seeds during meetings. to chew the seeds during meetings. today, fennel seed is used fennel in indiaseed after a after dinner as a today, is dinner used inasindia breath freshener. it breath is also freshener. said to helpit digestion and is also said to help digestion and reduce bloating when drank in a glass of water. reduce bloating when drank in a glass of water.

13p9

PC 450 Subheads, body copy and the main title PC 7511, 458, 152, 398, 484 Background on the front, recipe name, bullets and lines on back

24p6

Basic Guidelines Always use the photography provided. The titles should start at 1⁄4 inch (1p6). The body copy should always start at 11⁄16 inch (4p2). There must be 1⁄8 inch (0p9) from the edges on both sides of the card. The colors must correlate with the category of the spice (see page 20).

Merchandise

Labels for spices/herbs There are three labels for different size containers that must be used. The patterns will always be used according to the type of spice or herb. On each label the identity, name, weight, slight description, and the ingredients will be presented. The three types of labels will be categorized as bottle labels, container labels, and packet labels.

Merchandise

Bottle labels Specifications 17p0

Size 1 X 7 â &#x201E;4

0p3

Typeface

5p6

ITC Century Light Weight

7p9

25p6

39p0

Bell Gothic Bold Secondary logo, name of spice/herb, description, and ingredients. Color PC 450 Background box and patterns. PC 152, 398, 458, 484,7511 All patterns and all body copy. Basic Guidelines The secondary mark should always be used in full color reproduction and in the same color as the pattern. The brown boxes of text should be 11â &#x201E;2 inches wide to fit the sides of the bottle.

These labels are not exact size

Only the 5 specified patterns can be used.

Merchandise

Container labels Specifications 1p6

Size 3X 2 Typeface ITC Century Light Weight Bell Gothic Bold Primary mark, type of spice/herb, and the description. Color

3p0 3p9 5p2

7p8

PC 450 Background box and pattern. PC 152, 398, 458, 484,7511 Depending on the type of spice/herb. Pattern, all body copy. PC 398, 458, 7511 Primary mark Basic Guidelines The primary mark must be used as specified and at the top of the label. The name of the spice/herb must start at 1 1⁄4 inches (7p8) from the top. The brown boxes should always be 2 1⁄ 2 X 1 1⁄ 2 and centered on the pattern. Only the 5 specified patterns can be used.

14p0 18p0

2p3

9p9 10p6

Merchandise

Packet labels Specifications

4p4

Size

23p4

28p3

5 X 4 ⁄2, 2 ⁄2 X 4 ⁄2 when folded 1

Typeface ITC Century Light Weight Bell Gothic Bold Primary mark, type of spice/herb, description Color PC 450 Background box and pattern PC 152, 398, 458, 484,7511 Pattern and all body copy. PC 398, 458, 7511 Primary mark Basic Guidelines The primary mark must be used as specified to the right of the label.

15p0

19p6 24p0 26p0 29p0 30p0

bay leaves add to a range of soups, sauces, and stews. essential for tomato sauces and stocks. .65 oz (18g)

The name of the product and the primary mark must start a 1⁄4 inch from the top of the box that overlays the pattern. The brown boxes should always be 11⁄4 X 41⁄2 and centered on the pattern. Only the 5 specified patterns can be used.

Merchandise

Shopping BAGs and aprons Shopping Bags These are the shopping bags that will be used for the merchandise sold at Spare Some Thyme. These bags are reusable and designed to resemble the bags that spices are sold around in the world.

Merchandise

Receipts These are the receipts the customer will receive after a purchase. They are clean and are very readable. Redâ&#x20AC;&#x201C;fiber BPA free paper is used (see page 23 ) for environmental reasons. Using this paper will give the receipts an ungreasy feeling because it is uncoated paper. we greatly appreciate your business Owner, Tyra Kennedy saugatuck, mi (866) 431.2948 sparesomethyme.com

paprika

2 oz jar

bbq blend

2 oz packet

spice rack

0930402800008

cinnamon

2 oz jar

3.99 4.99 21.99 3.99

subtotal

34.96

tax 6%

2.10

total

37.06

debit tend

37.06

change due

0.00

eft debit

primary

account #

1231

37.06

total purchase

ref #

0347598347593

network id

8390

appr code

1032333

date/time

12/30/2010

items sold

10:32

ic# 342 842 3842 3737 38028

Environmental Graphics

Billboards and banners Billboards The billboards will feature photographs of the products to entice the viewer to visit the store. They will either feature just the stores address or a witty quote. Banners The banners can be placed in malls and other outdoor areas. These will only feature products from the store to entice viewers to visit it. These were created to be simple and easy to place in areas that will get a lot of attention from passerbys.

Environmental Graphics

Digital application Website............................................... 56–57 iPhone Application.............................. 58–59

Digital Application

Website home page The home page will feature photography of spices. The main navigation is on the bottom and includes shop, recipes, and learn. When you hover over the main navigation, the secondary navigation pops up above giving three options in each section. When you scroll from section to section the photo changes. The tertiary navigation which includes, contact, cart, and sign in, will always be available for the user to access.

Digital Application

Website Secondary pages These are two examples of what the inside of the website appears. When a user clicks on shop and chooses to look at the spices, they are directed toward the first page to the right. On this page the user is presented with the most popular spices and can choose them. If itâ&#x20AC;&#x2122;s not what they are looking for they can search alphabetically and new products.

Once they choose a spice they are shown a larger picture of the spice, price, description, option to add to cart, and recipes. This allows the viewer to read what the spice is and also check out recipes the spices can be used in. Primary, secondary, and tertiary navigation will always be available on every page of the website.

Digital Application

iphone Application The iphone application is geared more towards the younger generation just starting to cook, but is also very helpful to anyone who is unsure what to put certain spices and herbs into. This application is called Spicy! and the icon features a pepper. It is designed with the stores color palette and created to stand out among other applications on the users screen. When a user opens the application they arrive at a welcome page that gives them the option to search what they are looking for or they can use the bottom navigation. These options are spices, herbs, recipes, and cookbook. These remain stationary.

When a user clicks on either spices or herbs they are given an alphabetical list of all different options. If the find what they are looking for they can simply press the green go button. They also have the option to check the checkbox to the left of the spice or herb and when they have what they want chosen, they can press the recipe icon and it will bring up recipes that include different spices or herbs.

Digital Application

iphone application Once the user chooses a spice or herb they are brought to this page. Here they can learn about the spice or herb, view a picture, and see a list of recipes the spice or herb is in. They can choose a recipe by touching the green go button to the right. When the user chooses a recipe they get a list of ingredients and the directions. There is also a picture of the finished project. To the right of the recipe name the user can press the orange add button to save the recipe to their cookbook.

Process

Discovering the store On September 18th, 2010 my friend and I drove to Saugatuck, Michigan. We chose to go there because of all the great specialty shops we had heard were there. When we arrived, the streets were lined with small bars, restaurants and specialty shops. There was one shop that really caught my attention. The store was called Spice Merchants and it sold different spices, herbs, and other related products. The storeâ&#x20AC;&#x2122;s lighting and shelving set a very interesting mood and I had a very memorable shopping experience there. After visiting this place I knew I wanted to create a shop that sold spices. These are photographs from the store.

Process

Research In order to create the best store, I needed to research Spice Merchants and find what was working and not working for them. Here is some of the facts and information I discovered. Locations The store has five different locations including Saugatuck, Grand Rapids, and Ann Arbor, Michigan, Breckenridge, Colorado, and Temecula, California. They started with one store and in the last eight years have expanded to five. Facts They comb the world for the freshest, highest quality herbs and spices. They sell over 450 varieties of exotic spices, blends, and teas. They also offer spice racks, containers, and accesories Reviews

Company’s major strength The company has really done their research on spices and have created a ton of options. They base their products on the true value and authenticity of original spices, and you can feel the culture when you are there. Company’s major weakness The major weakness I found was there was little information of how to use the spices on the labels and the website was overpowering and lacked clarity and visual interest. Visual qualities

What Identity should include Brochures Business cards Spice bottle and package labels Stationery Order forms Website and iPhone application logo bags and gift cards marketing information The labels and packaging of all the merchandise should be easy to read and standout from other spice bottles a customer can buy at any store.

I think it is important to give an authentic and historical feeling to a clean modern user–friendly design. I really want the design to represent the spices effectively and with clarity.

I researched online the reviews people left about the store to get an idea of their reputation and what people liked and did not like. I did not find many negative reviews, but they were helpful to read and see what people had to say.

Audience

Top negative comments

How audience should feel

Expensive Strange/Foreign Request to be more sanitary Crowded and overpowering

I want the audience to be excited about the spices and the endless possibilities. I also want them to learn about all the multiple purposes they have and how to use them to help with diet. I don’t want it to be overwhelming or confusing.

This store will serve an audience that ranges in an age older than 20 and mostly women who are already cooking, and people starting to cook for the first time on their own.

Process

mood boards Creating three different types of mood boards really helped figure out what I wanted the identity to be like. They include images, typography, and color. These are some different images from the boards that were inspiring. I also looked at real spices with the pantone swatchboook.

process

Process

Naming Process Through this process the goal was to create a name people would remember and connected with the store. Here are the lists of names that I created.

Top 12

I chose Spare Some Thyme because it best fit my concept. I wanted people to really learn about the spices and feel comfortable with using them. This name I believe works best for it.

Zesty!

Viungo Pimento Flavor Flood Kick in the Mouth Spare Some Thyme Dashes and Pinches Enspiceopedia Take a Hint Spice Ship The Daily Grind Pinch of Pizzazz Top 3 Pinch of Pizzazz Spare Some Thyme Zesty! Final

Spare Some Thyme

Process

Creating the Identity Here are the first sketches I created in the first round. I sketched a lot of different herbs and spices and had the idea of creating a boat out of thyme to show the culture of how spices first were shared. For simplicity all the itterations are not shown throughout these pages, however, the ones that moved forward are presented.

Process

Logo Itterations Round 2 These are the first digital logos that were taken from the first sketches.

Process

Logo Iterations Round 2 After the first digital round I got positive feedback about the boat design and the having thyme leaves and blossoms on the word, so I went forward with that.

Round 3 I continued with the boat and the more scripted typeface for more iterations.

spare some thyme

Round 4 I chose to go forward with the all caps spare some and the script thyme. The large one was chosen as a final for a little while.

Process

Logo Iterations round 5 After studying the current logo I did not think it fit what I wanted for my store, so I continued to do iterations until I found what worked the best for my store.

spare some

thyme

spare some THYME

SPARE SOME

spare some Once this mark was created I knew it fit what I was looking for, however I needed to create a color palette that worked better. Once that was fabricated that mark became final.

THYME

SPARE SOME

Final color palette

SPARE SOME

Process

Typography Selection Bell Gothic When I first started choosing typography for the store I was leaning towards more of a script like typeface. However, I also wanted something more modern and sharp looking. I started doing identity iterations with the typeface Bell Gothic and I really liked how the terminals on the strokes were cut off on an angle. With having such a strong typeface, the creation of the â&#x20AC;&#x153;yâ&#x20AC;? losened up the mark up and added just enough flow to compliment the strong strokes and counters.

a b c d e f g h i j k l m n o p q r st u v w x y z abcdefghijklmnopqrstuv w xyz 1 2 3 45 678 9 0

ITC CENTURY Having Bell Gothic as my primary typeface, I knew my secondary typeface would have to be less dominant and give more of a friendly feeling to the whole identity. I chose this typeface because it is a serif typefacea nd looked really well up next to Bell Gothic. The counters resembled the ones of Bell Gothic and when used next to one another, ITC Century made Bell Gothic seem less harsh.

abcdefghijklmnopqrstu v wxyz abcdefghijklmnopqrstuv wxyz 12 3 4 5 678 9 0

Paper Choice I chose the paper I did to bring a warm feeling to the business system. The paper is an offwhite color and is not too bright or too cream. This paper will make the colors stand out, but not too much that it looks too bright. The weight and texture were chosen to be heavy and smooth.

Process

Patterns I chose to create patterns for the store because I wanted the identity to have more than just the logo to be remembered by. The patterns also differentiate the spice bottles while also educating the customers on what the spices are made out of just by seeing the color and illustrations. These sketches were hand drawn, scanned, changed to a duotone, then overlayed with the color palette.

Inspiration

Process

BuSIneSS SyStem Business CarD The business cards I wanted to be simple yet be unique. When I found different business cards that gave something other than information to the customer, I wanted to incorporate the same kind of idea. Thatâ&#x20AC;&#x2122;s when I came up with the idea of sharing thyme with the customers.

inspiration

sketChes

juan richards spice specialist

juan rIChardS spice specialist

2328 main street saugatuck, mi 43939 (866) 431.2948

2328 Main Street Saugauck, MI 43939 (866) 431.2948 www.ssthyme.com

www.ssthyme.com

2383 Main Street Saugatuck, MI 49392 866.431.2948

juan richards

letterhead and enveloPe Both the letterhead and envelopes were made very simple and readable. For unity I made the envelopes open the same way the business cards did. I incorporated the illustrations in the stamps to bring something unique to the simple envelope.

SPare Some

2328 main st. saugatuck mi 43939 (866) 431.2948

2328 main st. saugatuck mi 43939

Mrs. Felicia Brooks, Here at Spare Some Thyme we greatly appreciate your order and service. We hope you enjoy the spices we have prepared, for we dedicate our time to perfecting the blends to send to our valued customers such as you. When we first opened our doors our goal was to perserve the culture of spices and to introduce our customers to their ancestral background. Through the years we have appreciated our costumers feedback because it helps us in becoming more aware of how to better service you. If you have any questions or comments on your order or anything else we would be excited to help you. We would also like to invite you to check out our new website. The new website provides our customers with an easier way to order and also has coupons and shows when we will be having discounts on certain spices. If you become a member on our website, you will be sent extra discounts and can earn points everytime your order from our store. Once again we thank you for your order and look forward to servicing you in the future!

(866) 431.2948

www.sparesomethyme.com

mrs. felicia brooks, here at spare some thyme we greatly appreciate your order and service. we hope you enjoy the spices we have prepared, for we dedicate our time to perfecting the blends to send to our valued customers such as you. when we ďŹ rst opened our doors our goal was to perserve the culture of spices and introduce our customers to their ancestral background. through the years we appreciate our costumers feedback because it helps us in becoming aware of how to better service you in your future with our products. if you have any questions or comments on your order or anything else we would be excited to help you. we would also like to invite you to check out our new website. the new website provides our customers with an easier way to order and also has coupons and shows when we will be having discounts on certain spices.when you become a member on our website, you will be sent extra discounts and earn points everytime your order from our store. once again we thank you for your order and we look forward to servicing you in the future here at spare some thyme! sincerely,

Sincerely,

jenna hayworth

Sincerely,

president Jenna Hayworth President

Jenna Hayworth President

2328 main st. saugatuck mi 43939

(866) 431.2948

www.sparesomethyme.com

Process

Brochures When creating the brochures I wanted them to be beneficial to the customers. Many people do not understand what to do with spices and are unaware the healthy benefits that they have. These two brochures offer recipes and explain how they are used. The second brochure that folds out can even be used as a gift to young people just learning.

Gift CARDS The gift cards were made using the illustrations to connect the customer about to use them to the products. The gift cards are placed in pouches made from cotton pouches with drawstrings to hold them in. I created the bags personally to show what the pouch would look like.

Process

Bottles and Labels When finding ways to package and label my spices and herbs I wanted a modern and clean way of packaging them. When creating the labels I wanted to used the patterns so the products could be identified by their original source. I also wanted the jars to have what they spices are mainly used in to make it easier for the customer who is not real familiar with them.

Inspiration

Shopping Bags When making the bags I wanted to bring the cultural feeling of spices into them. In all the research I did I found that in a lot of countries they sell the spices in burlap bags. After seeing this it became my idea.

Process

Website Overview

User Personas

Objective Through good visual design and clarity this website is userâ&#x20AC;&#x201C;friendly for all viewers. This website provides users with the choice to shop, browse, and learn about all the store has to offer. The website is easy to navigate and will not overwhelm the user. Key Audience The audience is for users, mostly women, between the age of 25 and 60. This website is for a person who needs to order a spice quick, someone looking for a gift, and the younger generation learning how to use spices and looking for recipes.

Kelly Martin

Mary Steller

Female Age: 25 She has just graduated from college with a degree in physical therapy. She enjoys baking and shopping.

Female Age: 45 She is a mother of 4 children and works as a receptionist. She enjoys baking, family, and sewing.

Purpose

Technical She uses Safari on her MacBook Pro and is online about 18 hours a week. Her screen resolution is 1440x900.

Technical She uses Internet Explorer on her HP computer and is online about 4 hours a week. Her screen resolution is 800x600.

The purpose of this site is for people to efficiently order the stores products, while giving customers information on the spices culture and how to use them.

She like to e-mail and go on Facebook and also enjoys Yahoo. She can navigate around websites very quickly. She prefers visual references on websites, and little text. She would use this website to find new recipes, and learn how to use the spices properly in different types of food when cooking.

She enjoys keeping in touch with friends and family through e-mail and uses Google as her search engine. She can navigate around websites at a decent pace but is still getting used to using the world wide web. She needs easy navigation because she doesnâ&#x20AC;&#x2122;t like feeling lost inside a site, and pushing the back button. She will use this website to order her own spices, and for gifts.

Process

Site Map

about contact

Site map

signabout in/account

home

about cart shopping

recipes

learn about

sparesomethyme.com

shop

spices