About Kawawa is a luxury chocolate brand. Taking inspiration from the Mayans, ‘Kakawa’ translates to ‘food of the gods’ - the original name for chocolate given on their discovery of the cocoa bean. The brand reflects the origins of chocolate and the place it held among the Mayans, being that of luxury and from the gods. With this, the ethos of the brand is authentic, artisan and luxurious chocolate. With this ethos, the overall approach will be simplicity and clarity. The aim is to represent the products in a professional and luxurious, not overcrowding the branding and packaging with unnecessary information. The brand is a celebration of chocolate.
Origin of Chocolate Originally originating from South America, Chocolate was first consumed by the Olmec tribe of New Mexico around 1200BC. The Olmec tribe used the cocoa beans for rituals, believing that they had a mystical healing power. It is understood that the Olmec tribe also came up with the first name for the chocolate beans, describing them as ‘Kakawa’ which translates as ‘Food of the Gods’. It was only when it made it’s way to Europe in the early fifteenth century that the cocoa bean became a luxury.
Colours The colour scheme is reflective of the product quality and luxury of the brand. The predominant colours are dark brown, giving a depth of colour alongside an offwhite which provides a warming contrast, reflecting the products of the brand. C= 0 M= 0 Y= 5 K= 5 R= 246 G=245 B= 237
C= 72 M= 73 Y= 80 K= 74 R= 59 G= 34 B= 20
Alongside this are the secondary colours of gold and royal navy blue which provide a subtle contrast for detailing and accents when distinction is needed. Only these colours are to be used and must not be deviated from in regards to tonal values and opacities.
C= 66 M= 44 Y= 5 K= 64 R= 50 G=66 B= 94
C= 0 M= 13 Y= 85 K= 17 R= 223 G= 190 B= 44
Logo The logo for Kakawa is made up of a text based logo with a visual icon centred above. The name is predominant in large bold capitals, centred so as to draw the eye line directly to the brand name. The visual icon for Kakawa is of two cocoa beans, one in front of the other, at an angle. The simple outline illustration for the icon is luxurious but respectful of the origins of chocolate and reflective of its authenticity. Also, this contextualises the purpose of the brand clearly. The tag-line of ‘Established 2015’ is underneath the name of the brand, written out in full, to give a sophistication to the brand.
Logo Size The logo size for Kakawa must be no smaller than 5mm at a minimum. This is to ensure clarity of the brand image and uphold the integrity of the brand. Alongside this, there must be a 5mm spacing between the logo and any other design so as to allow space for the logo to breathe.
Logo Variations The logo must be presented in its full entirety and must not deviate from the brand identity. The logo may be presented in the colours of the brand identities colour scheme and these colours may be interchanged as necessary.
Logo Placement Traditionally, the logo should be placed in the centre of any printed collateral and products. It should be the first thing that the audience sees and interacts with. When using corporate collateral, the logo must be present at either the top centre or right- hand corner of the stationary.
Logo Do’s The logo for Kawaka must be presented in its entirety. The logo must be included in some way to all material for the brand. The logo must be presented in a different colour from the background that it is being placed on. The logo may be used overlapping or on top of an photographic image.
Logo Do Not’s The logo must not be obscured or have anything overlapping it. The logo may not be presented on a same colour background that it is in. The logo must not be physically changed in any way, such as be skewed, tilted or have an overlay added to it. The logo must not be presented in a colour which is not included within the colour scheme.
Headings Headings must always be in the typeface ‘Cambo’. They must not be in any other typeface. Sub-headings must always be in the typeface ‘Cambo’. They must not be in any other typeface. Headings must be at least 5pt larger than body copy. Sub-headings must be at least 2pt larger than body copy. Heading leading must be size + 5pt. Sub-heading leading must be size + 3pt. Headings and sub-headings must be in any of the brand colours. Headings and sub-headings must not be in all upper case.
ABCDEFGHIJ KLMNOPQRS TUVWXYZ abcdefghij klmnopqrs tuvwxyz 0123456789
Body Copy
ABCDEFGHIJ KLMNOPQR STUVWXYZ abcdefghij klmnopqrs tuvwxyz 0123456789
Body Copy must always be in the typeface ‘Aller Light’. It must not be in any other typeface. Body Copy must be at least 5pt smaller than body copy. Body Copy must be at least 2pt sizes smaller than Sub-headings. Body Copy leading must be size + 2pt. Body Copy must be in black or white. It must not be in any other colours Body Copy must not be in all upper case.
Imagery Imagery must be reflective of the brand and have an authentic and sophisticated appearance. There are three colour modes that can be used - full colour, tinted gold and tinted brown. The tinted gold must be consistent across all media. This is a 50% filter on an ‘Overlay’ setting, with the Levels and Colour Balance of the image edited for quality viewing. The tinted brown must be consistent across all media. This is a 100% filter on a ‘Soft Light’ setting, with the Levels of the image edited for quality viewing.