BRAND GUIDELINES
THE PRODUCT
Queenies Hard Apple Cider is no ordinary cider. Our story and our ingredients set us apart from every single other bottle on the shelf at the liquor store. Every single apple that is lucky enough to end up in a bottle of Queenies is grown, pressed, fermented, and finally packed at our family farm in New Hampshire. Before the cap is screwed onto a bottle of Queenies, we add a dash of honey from a place near and dear to our namesake’s heart : Burleson, Texas. Since our launch in December of 2017, we have been giving people a simultaneous taste of the North and South and we don’t plan on stopping anytime soon.
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THE STORY (straight from the mouth of the owner)
“Growing up, I remember hearing my grandparents refer to my mom as ‘queenie’ on multiple occasions. when I asked why they did this, they told me that this nickname was the result of her politely insisting that it was her way or the highway since the day she was born. If there’s anyone on God’s green earth that deserve’s to have it her way, its my mother, Belisa June - so to this day, we continue to do things her way and Queenies cider is no exception.”
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LOGO, TAGLINE & BRAND FILTERS THE LOGO Our logo represents the beauty and timelessness of both our namesake & brand. To maintain these two characteristics, we remain lovers of simplicity when it comes to not only our cider, but our design principles as well. We look to the makeup purses of our mothers for inspiration and we don’t believe in “caking on” what we find there. We say all of this about the logo and design principles to say that we expect the logo to always be incorporated as is. We think that she is perfect just the way she is and we hope that you do too.
T H E C AT C H P H R A S E “her way or the highway” (said in your thickest Southern drawl)
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B R A N D F I LT E R S “ we a re . . .” 1
witty
2
timeless 3
simplistic 4
warm
THE QUEENIES DIFFERENCE OUR GOOD INGREDIENTS
OUR GOOD LOOKS
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1
locally-sourced new hampshire pinks & reds
straight & to the point
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2
burleson honey
for the love of simplicity
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3
organic cane sugar
pinks & reds only just like our cider
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yeast
4
keep it clean
we k n ow t h a t w h a t m a t t e r s i s o n t h e i n s i d e , b u t l o o k i n g g o o d o n t h e o u t s i d e n e v e r h u r t a ny b o d y.
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THE QUEENIES Q & HER HALO YEAH , SHE’S A CURVY LADY SHE IS PERFECT AS IS, NO ADJUSTMENTS PLEASE
As tempting as it may be to move this line a little bit this way and move that line a little bit that way, we ask that you resist the urge. Both of these elements come together to create our logo and each of their little curves and characteristics play a part in making our logo unique.
O PA C I T Y : 6 0 % - A L WAY S F I X E D D I S TA N C E B E T W E E N E L E M E N T S - A L WAY S
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C L E A R S PAC E
X
X
X
X
The clearspace minimum is equivalent to the vertical height of the the Queenies Q and halo (shown here as x).
X
LET’S BE CLEAR A B O U T C L E A R S PAC E In order to ensure both the legibility and dignity of our logo, it must be surrounded with a minimum amount of clearspace. This isolates the logo from competing elements such as text, icons, taglines or background elements that may detract attention from and/or lessen the overall impact of our logo in all her glory. It should also be noted that the logo artwork provided must be used at all times - no exceptions.
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LOGO USAGE MINIMUM LOGO SIZE
SCALE DONT’S
COLOR DONT’S
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GOOD LOGO USE
BAD LOGO USE
This is an instance where our l o g o h a s b e e n u s e d p r o p e r l y. O u r logo stands on its own and is not competing with the many other elements in this photograph for attention.
This is an instance where our l o g o h a s b e e n u s e d i m p r o p e r l y. Notice that the logo is competing with the other elements and colors present in the photo and she is definitely losing.
This is a flattering and attractive way to use our logo as a sort of branded element.
This is an unflattering and unattractive way to use our logo as a sort of branded element.
L O G O VA R I AT I O N S
S TA C K E D L O G O This is the original & preferrered mark for just about everything that has our name on it.
HARD APPLE CIDER
Common uses include: product labels & merchandise
H O R I Z O N TA L L O G O
HARD APPLE CIDER
This version may be used in instances where spatial constraints require a conďŹ guration of a more horizontal nature. Common uses include: letterheads & envelopes
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TYPOGRAPHY
FIZZY APPLES J U B I L AT R E G U L A R
CRISP
J U B I L AT regular . light . light italic
a slab serif typeface prepared @ Darden Studio
J U B I L AT L I G H T
TIPSY J U B I L AT L I G H T I TA L I C
HAPPY HOUR
J ub i l at i s c h a r a c te r i z e d by it s g e n e ro u s c u r ve s & e f f i c i e nt s p a c i n g i n b ot h c as e s . It s l a rg e lowe rc as e & hi g h c o nt r as t m a ke it a p e r fe c t c h o i c e fo r h e a d l i n e s , ta g l i n e s & eve n b o dy c o py - m a k i n g it a n ex t re m ely ve r s at i le t y p e fa c e . T h e re fo re , yo u a re s u re to s e e it u s e d a c ro s s o u r b r a n d c ol l ate r a l .
F U T U R A P T H E AV Y
FUTURA PT
FARMHOUSE FUTURA PT MEDIUM
M OT H E R D E A R E ST FUTURA PT BOOK
BLUSHING FUTURA PT LIGHT
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heavy . medium . book . light
a geometric sans serif typeface p r e p a r e d @ P a r aTy p e Fu t u ra P T, a v e rs i o n o f t he f a m o u s f o n t d e s i g n e d b y Pa u l Re n n e r , i s , l i ke Fu t u ra , c h a ra c t e r i ze d b y t h e g e o m e t r i c p re c i s i o n o f i t s l e t t e r f o r m s . Fu t u ra P T he a v y c a n b e s e e n m u l t i p l e t i m e s o n o u r l a b e l s b e c a u s e i t d o e s a g re a t j o b o f a d di n g a bold & fun, yet serious, element to our bottles o f h a rd c i d e r. Fu t u ra P T l i g h t , m e di u m , a n d b o o k a re a l l i d e a l f o r l e t t e rs t o i m p o r t a n t p e o p l e a n d t e x t - he a v y i n f o g ra p h i c s .
C O LO R PA L E T T E & DESIGN ELEMENTS
PA N TO N E 208 C
PA N TO N E 209 C
PA N TO N E 493 C
PA N TO N E 494 C
T H E C O L O R PA L E T T E
Each of the colors present in our color palette were chosen based on the lipstick shades we saw on our mothers as children. All four of these colors are key indicators of the Queenies brand as a whole and under no circumstances is the introduction or use of other colors (besides black and white) permitted. To allow some creativity on the part of our design team, we encourage changing the opacity of each color to create more depth and variety across our collateral! DESIGN ELEMENTS
We pride ourselves in two subtle, yet important, design elements: the Queenies “swish” and our unmistakable Queenies Q. Both can be seen on anything with our name on it. They were created for use, but please, use intentionally. For documents more body copy heavy like infographics and booklets, we would encourage the use of dotted or single dot lines (as seen on our label & throughout the guidelines). the “swish”
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QUEENIES COLL ATERAL
Kelsea Davi s, CEO
office . 817 447 6236 personal . 817 988 9344
3306 Shade Hill lane, Building A Keene, New Hampshire 03431
her way or the highway queenies.com
kelseadavis@queenies.com
B U S I N ES S CA R DS
J U S T WA N T E D TO SAY
J U S T WA N T E D TO SAY
THANK YOU
J U S T WA N T E D TO SAY
THANK YOU
for doing things her way
for doing things her way
for doing things her way
THANK YOU
C U S T O M E R A P P R E C I AT I O N
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