Branding from the Woods
A STYLE GUIDE
FOR CABIN FEVER
Welcome to the Woods
Your Guidebook
3. Section 1: Brand Overview This Is Our Brand DNA
19. Section 3: Brand Appearance There Are No Rules in the Woods
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Why We Get up in the Mornin’: Our Purpose
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How to Stamp the Cabin: Logo Usage
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Spinning Our Tires: Brand Wheel
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Please Don’t Do Any of This Stuff: Bad Logo Usage
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If You Ask Us…: Our Manifesto
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The Palette from the Woods: Approved Colors
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What’s in the Bottle?: Tasting Notes
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Carving Our Name: Typography
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Whole Family’s Here: Available sizes
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What We Put Stuff On: Backgrounds
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Our Roots: Brand History
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Takin’ Shots: Photography
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Photo Time Line
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Gettin’ Sketchy: Illustrations
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The Cabin Crowd: Our Target
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Cut, Paste, to Taste: Photo Styles
13. Section 2: Brand Persona We Bleed Maple
Table of Contents
30. Section 4: Extending the Brand Let’s Put Legs On This Tree!
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The Man Behind the Maple: Meet Rob
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Branching Out: On-Premise
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To Be or Not to Be: Our Personality
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Branching Out: Off-Premise
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Speak Easy: Our Voice
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Branching Out: Website
•
View from the Porch: Our Imagery
•
Woods with Friends: Social Media
•
Words of Woodsom: Canned Responses
•
Everyone’s Invited: Events
2.
Section 1: Brand Overview
This Is Our Brand DNA
*Not really, that’d be gross
3.
Spinning Our Tires
er Consum Insight
Brand Wheel
• Made with real grade B dark Maple • World’s first maple Whisky
BRAND PURPOSE
• Genuinely real
• Simple things and simple pleasures
• Incredibly inviting and inclusive
• Entrepreneurial passion for whisky
• Never too serious • Selfless, never let you down
• Created in a backyard garage
Section 1: Overview
• Smooth and easy-going
4.
Brand Characte r
Brand Roots
Key Insight Consumers want to connect with a brand that stands for something unique. It is not trendy but authentic and anti-establishment. They care because the brand is a representation of their beliefs. Key Social Insight It is consumers underlying desire to share an experience or perspective with their friends. They want to enable their connections to “discover” unique content. It is the need to belong and curate their identities to showcase their personalities to their friends/connections.
Why We Get Up in the Morning
Our Purpose
We exist to bring the best of the woods,
its simplicity AND ITS WAYS, to the rest of the world.
Section 1: Overview
5.
If You Ask Us ...
Our Manifesto The “woods” isn’t a place — it’s a way of life. In the woods we take pleasure in the simple things, like making whisky and sharing with our friends. This is mostly cause of where we’re from — a place where you have time to tinker and create things, not just collect them. Cabin Fever is bringing the woods to your state, to your town, directly to you. Think of it as a place where you can escape all the racket- the flood of news, hype and trends, and get back to a simpler way of life.
It’s All Good In The Woods.
Section 1: Overview
6.
What’s in the Bottle?
Tasting Notes
aves
mashed up maple le
80 PROOF, MADE WITH REAL VERMONT MAPLE (GRA
DE B DARK).
kickin’ back for a few years
AGED FOR 3 YEARS BUT NOT IN BOURBON BARRELS, THIS, COMBINED WITH THE MAPLE, GIVES IT ITS SMOOTHN ESS.
Section 1: Overview
LARD. YARD GARAGE BY ROB ROBIL IT WAS CREATED IN A BACK LY/ FOR HIMSELF AND HIS FAMI HE ORIGINALLY CREATED IT CIAL USE. FRIENDS, NOT FOR COMMER
a family affair
7.
KY, A MOSTLY RYE MASH WHIS MAPLE IS INFUSED WITH ELS. AGAIN, NOT BOURBON BARR CHILLED FILTERED, WHICH REDUCES SUGAR CONTENT, SO IT’S NOT OVERLY SWEET LIKE THE HONEY WHISKIES.
Whole Family’s Here
ROB - ROB
Available Sizes
BOB50 mL 7
Cabin Fever is a 3-year-old, 80 proof whisky that is infused with real grade B dark maple (not overly sweet). A very unique flavor with intense aromas. A delicate blend of leathery oak and maple that comes together in harmony, withan endlessly long finish.
ROBBY
375 mL
CARL
50 mL
Section 1: Overview
8.
1L
ROBE1.7R5TL
Our Roots
Brand History
Rob Robillard started distilling Cabin Fever Maple Whisky in his garage, for himself and his friends and family. Turns out people liked the stuff so much Rob decided to put the stuff on the market. And that’s pretty much how Cabin Fever came to be. A simple story of a simply delicious whisky.
Section 1: Overview
9.
Our Roots
How We Got There
The Cabin Crowd
Our Target
Character A Millennial with a DO-IT-OURSELVES (DIO) mind-set. She is independent, an equal peer who is as strong willed as she is compassionate. Jessica is looking for a committed partner to establish a long-lasting relationship. She enjoys traveling and loves cooking. She is adventurous and is willing to give anything a shot at least once.
Description Young and established. Stays ahead of the trends. Information junky. Dedicated to personal and planetary health.
Online Behavior Socially and digitally discovers unique experiences (e.g., Yelp, Thrillist, etc.). Engages on flash sales sites (e.g. Gilt, Living Social). Watches online videos (e.g., Hulu, Netflix, YouTube). Reads blogs. Shares on social networks.
What sites she tends to visit Livingsocial.com, Yelp.com, Myrecipes.com, Hulu.com, DIY blogs, Facebook, Twitter, Instagram, Pinterest, Tumblr and YouTube.
What competes for her time She does it all: work, family, friends, home, sports, crafts. She loves to exercise, read and garden.
Brand association Mac, Target, Whole Foods, Real Simple, Nikon
Attitude towards alcohol She loves to step out and is a regular Ketel One drinker. She will occasionally try tequila but largely limits herself to cocktails. She is willing to move up and find her own drink that will define her identity —cv something that is not the same.
Section 1: Overview
11.
The Cabin Crowd
Our Target
Character Andrew is a third generation Hispanic. His grandparents migrated from Columbia, and while he is an American, he still respects his heritage and roots. He is married to an Asian American, who recently immigrated to the United States from China. He is multilingual and enjoys discovering facets of his and others’ cultures.
Description Young and adventurous. He is a connector and a folkster. Someone who wears farm-ier hipster clothes. Flannel. Beekeeping. Brewing ginger beer or mead. Rooftop gardening. Music like Bonnie Prince Billy or William Elliott Whitmore or Woods. Returning to preindustrial production methods. Localism. More urban and tech-savvy than your typical hippie, less likely to irrationally hate Starbucks.
Online Behavior Loves sharing interesting and relevant content socially. Makes all purchases online. Engages in watching online videos. Reads blogs. Active on social networks.
What sites/apps he tends to visit/use Google, Blogs, Bonobos, Amazon, Netflix, Spotify, Facebook, Twitter, Instagram, Tumblr and YouTube.
What competes for his time Family outings, meeting with friends, he will make time for the people he cares for. He also occasionally enjoys cooking and will even venture to create his own craft beer.
Brand association Bonobos, Ubuntu, Mac, Warbie Parker
Attitude towards alcohol He loves nature and is an avid outdoors person. He craves to find a brand that is local and distinct. He is into craft beers and would rather stay away from the regular vodkas that are available. But, he feels he is not yet ready for a whisky.
Section 1: Overview
12.
Section 2: Brand Persona
We Bleed Maple
*
*We don’t actually bleed maple
13.
The Man Behind the Maple
Meet Rob Rob has a special way about him, and the voice of the brand is his voice. It’s a simple perspective on life that includes good, sturdy values and makin’ whisky. Rob doesn’t get caught up in the rat race. In fact, he and his family live far from the city. He’s from in a place where folks have time to focus on what’s important. The voice of Cabin Fever is Rob’s voice. It’s simple words that mean A LOT. It’s common sense with a sense of humor (mainly aimed at the city slickers). His words are proud of the brand and his answers are never complicated.
A’yep. This is him!
Section 2: Brand Persona
14.
T o Be or Not to Be
Our Personality
Who We Are
Who We’re
• FAMILY PEOPLE • HONEST
• CITY SLICKERS RS • SOY LATTE DRINKE • IN A RUSH S POLITICS • KNOWN TO DISCUS
• HARD WORKING
• MEAT EATERS • STILL OWN VCRS • READ PAPER BOOKS
RIVING SHOES
FD • OWNERS O
• EAT OFF PAPER PLATES
•
• WEAR FLANNEL ALL YEAR ROUND • RESPECT OUR ELDERS •
“MANSCAPERS”
• CONCERNED ABOUT THE STOCK MARKET • FANS OF MUSICALS
CITRONELLA CANDLE AFICIONADOS
• DOOR LOCKERS
• SHOVEL OUR OWN DRIVEWAYS
• “FOODIES” • PEOPLE THAT USE WORDS LIKE FOODIES
• OUR TELEPHONE HAS A CORD • WE MAKE LEMONADE (FROM REAL LEMONS)
Section 2: Brand Persona
Not
15.
Speak Easy
Our Voice (to
o fa
r so
(not quit
e this fan cy)
JUST RIGHT
Whisky Snob
SAYS
• • • • • • • •
Fancy A Drink? Splendid Snifter Positively Acquaintance Whisky Smoking Jacket Esteemed Colleagues
Section 2: Brand Persona
Redneck
Rob
SAYS
SAYS • • • • • • • •
Cheers Wicked Whatever’s clean A’yup Neighbor Cabin Fever Flannel You Folks
16.
• • • • • • • •
[Belch] Dang Jug Yessuh Get Off my Porch White Lightnin’ Whatever’s Clean Y’all
uth
)
View from the Porch
Our Imagery
Section 2: Brand Persona
17.
Words of Woodsdom
Canned Responses
REPLIES TO PRODUCT POSTS ABOUT IT BEING TOO SWEET Hey Buck, maybe try it with a splash of water?
Sorry neighbor, we’ve just got maple in our veins. #realtalk
Whisky vs. Whiskey WHY IS CABIN FEVER WHISKY SPELLED WITHOUT AN E? IS IT NOT AMERICAN?
SORRY, WE’RE PRETTY MUCH CRAZY ABOUT MAPLE. #FROMTHEWOODS
WHAT’S WRONG WITH WHISKY FROM CANADA?
THERE’S GOOD PEOPLE IN #CANADA.
Replies to Fans
Enjoying Cabin Fever
LOVE REPLIES THE MANY WAYS TO ACKNOWLEDGE CUSTOMERS AND THANK
THEM WHEN THEY SAY GOOD THINGS ABOUT CABIN FEVER. There’s time enough to get things right when you’re #fromthewoods
A’yup, (Name of consumer here) thanks for joining the family. #love
A’YUP, THANKS FOR JOINING THE FAMILY. #LOVE
(Name of consumer here) You could make a stone blush! #speechless
Section 2: Brand Persona
Hey Neighbor, it’s American. That’s just how we like to spell it. #realtalk
Wish I was there sippin’ The perfect place for one with you. #jealous sippin’ some whisky.
SOUNDS LIKE AN APPLESHAKER OF A GOOD TIME!
I’m a little #jealous
REPLIES TO FAN RECIPES
FRESH RAW, ORGANIC APPLE CIDER WITH NUTMEG, CINNAMON AND CLOVES... AND A BIG SPLASH OF CABIN FEVER- DOESN’T GET MUCH BETTER THAN THAT!
A’yup, I could drink that all #winter. That’s what we call ingenuity #fromthewoods.
UNHAPPY REPLIES
THE MANY WAYS TO ACKNOWLEDGE CUSTOMERS WHEN THEY SAY BAD THINGS ABOUT CABIN FEVER. Thanks for trying our whisky. Different A’YUP, WE’VE ALL GOT DIFFERENT strokes for different folks. #realtalk TASTE BUDS, SORRY! #REALTALK
18.
Section 3: Brand Appearance
There Are No Rules
in the Woods*
*Actually there are rules — here they are.
19.
How to Stamp the Cabin
Logo Usage
You Got No Business
Usin’ Our Logo Any Which Way You Please Our logo is the touchstone of our brand and one of our most valuable assets. So please use it properly. Thanks. All these uses to the right are fine by us. Feel free to use them.
Section 3: Brand Appearance
20.
Please Don’t Do Any of This Stuff.
Bad Logo Usage Please DON’T: 1.
Change logo’s orientation.
2. Add extraneous effects to the logo. This includes but is not limited to: bevel and emboss, lighting effects and drop shadows.
4.
5.
6.
7.
8.
9.
3. Place the logo on neon backgrounds. 4. Change the logo colors. 5. Attempt to reposition logo elements. 6. Scale the logo unproportionately. 7.
Make alterations, additions or substitutions to the words and/or colors contained in the logo.
8. Use the logo as a repeated pattern, “wallpaper,” or other decorative device.
9. Brand logo on living animal — they really don’t like that.
Section 3: Brand Appearance
21.
The Palette from the Woods
Approved Colors
1.
OUR COLORS ARE WHAT GIVES US OUR PERSONALITY. WE’RE BRIGHT, BOLD AND COLORFUL. 1. LOGO COLORS These are the colors that make up our logo. Please try to use them sparingly so as to not outshine the logo.
Tan
Black
PMS 141C
PMS Black
CMYK 0, 19, 51, 0
CMYK 0, 0, 0, 100
RGB 255, 207, 126
RGB 0, 0, 0
HEX # FFCF7D
HEX # 000000
2.
2. SUPPORTING COLOR PALETTE These are our core colors. Know ‘em. Use ‘em. Love ‘em!
3. PERCENTAGES Use the supporting color palette this much, please, and thank you.
white
dark brown
light brown
PMS White
PMS 4625
PMS 4705
CMYK 0, 0, 0, 0
CMYK 0, 60, 100, 79
CMYK 0, 62, 71, 49
RGB 255, 255, 255
RGB 42, 18, 4
RGB 144, 73, 45
HEX # 000000
HEX # 2A1204
HEX # 90492D
3. 25%
Section 3: Brand Appearance
22.
25%
16.6%
16.6%
16.6%
Carving Our Name
Typography
Practique for yelling
Section 3: Brand Appearance
Fonts for yelling! This is the font we use when we want to shout at the top of our lungs. It’s big and bold, just like Cabin Fever. Every time we want people to hear something loud and clear, this is our go-to font.
WHISKY FROM THE WOODS 23.
Brothers for yelling louder
Carving Our Name
Typography
Lobster
Fancy Talking
Fonts For Talking Fancy These are the fonts we use when we want to fancy up a headline or add little flourishes to body copy. They should be used sparingly and only when you really think something needs more decoration. We’re not a real fancy brand, so we don’t use these more than we have to.
s d o o W e Th m o r F y k is h W s d o o W e h T m o r F y k is h W
Practique fancy talking
Section 3: Brand Appearance
Whisky From The Woods 24.
pacifico
Fancy Talking
Fonts for reading
Carving Our Name
These are the fonts we use when we have a big chunk of body copy. Nothing fussy here, just some clean and sturdy fonts that work well in every situation — just like Cabin Fever, only Cabin Fever tastes much better.
Typography
Gotham Condensed For reading
Whisky From The Woods Whisky From The Woods Whisky From The Woods Bold
medium
book
Whisky From The Woods Gotham For reading
Bold
Whisky From The Woods medium
Whisky From The Woods book
Section 3: Brand Appearance
25.
What We Put Stuff On
Backgrounds
Section 3: Brand Appearance
leaves and paper Our backgrounds are much like the way we like things. Simple. We don’t use clean white paper. We use paper that has been thrown around in the mud or saturated photos that have been sitting around the cabin for a bit too long.
26.
Takin’ Shots
Photography
Section 3: Brand Appearance
We DON’t MAKE A LOT OF FUSS OVER PHOTOGRAPHY We find whatever it is we need a picture of and we just take a picture of it ourselves using our phones. Our brand is handmade, and we want our pictures to feel the same way. We like to add some texture and visual flare to the photos so we use Instagram. No expensive cameras, no extensive retouching, just point and shoot with our phones. It’s a quick and simple process. Just the way we like it.
27.
Getting Sketchy
BUT WE DO MAKE A BIG DEAL ABOUT ART
Illustrations
The bottle, the cartoons, the craft, they all started with this guy — our good ol’ Uncle Joe. So even if you’re not the great Uncle Joe himself, try your best to make it look like you are.
WE CAN THANK THIS GUY, Uncle Joe,
Section 3: Brand Appearance
FOR ALL OF TH IS crafty w
ork!
28.
How we treat our ARTWORK
Cut & Paste, to Taste
Art Styles
We like the look of polaroids and cut paper. We may use a computer, but we still like the old-time photo look and feel.
ON POSTCARDS
Section 3: Brand Appearance
SKHY I H W MT E
ON OUR STATIONARY
FRO
ON THE WEB
29.
DS
WOO
ERS ON STICK
Section 4: Extending the Brand
Let ’ s Put Legs on This Tree
*
*We do not condone putting body parts on trees
30.
Branching Out
On-Premise
Table Tent Front Table Tent Back
Co a
ste r
s
Wall Tacker
Section 4: Extending the Brand
31.
Branching Out
Off-Premise
T-Shirt
Poster
Bottle Glorifier
r cke
se
Ca
Sta
Section 4: Extending the Brand
32.
Branching Out
Website
Section 4: Extending the Brand
Cabinfeverspirits.com Visit the woods from anywhere with a few clicks of the mouse. Our site helps us stay in touch with all our friends and neighbors across the globe. Be sure to include our web address in all elements so anyone can drop us a line whenever they feel like it.
33.
Woods with Friends
Social Media
Section 4: Extending the Brand
Stay in Touch! Just like anywhere else, our social media voice is that of our founder, Rob. It is infused in everything we do.
34.
Everyone’s Invited
Events
Section 4: Extending the Brand
Everyone’s invited Events are the biggest growth opportunity for us. I mean how else can we introduce our neighbors across the country to Cabin Fever? We travel A LOT.
35.