Brandbook
Index VISION MISSION CORE VALUES IMAGERY LOGOTYPE TYPEFACE COLOR & PATTERN THINGS FOR THE DESK PACKAGING CAMPAIGN
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This is the story and the guidelines to a brand that brings light and hope to the world, a brand that gives people the right to live and love. This is a brand book made to worship the people that have helped to create this brand and to state an example to thus that do not think that justice to all can be fulfilled. We send special thanks to those who were with us in the beginning and those who have never doubted our strength to fulfill our lifelong dream. This book is Kaffe Roasted By.
Vision Our vision is to be the leading brand in the fair-trade coffee industry. We want our company to be a role model for other producers to make a better living for the workers in the industry. With great coffee comes great responsibility. Responsibility to maintain sustainability for the environment and for people, for generations and generations.
Mission Our mission is to bring high quality coffee to all coffee lovers in the world and by the same time make sure that the most valuable part of our company, the producers, are provided with high standard workplaces and living. We believe that by bringing back the production to its original craftsmanship, we will receive the best taste in the market. With full insight in the production, distribution and the sale of the product we make sure to keep our promise to our customers, and to our workers.
Core values Sustainable coffee is coffee grown in a manner that is kind to the environment and its people. A sustainable farm gives back as much to the land and people as it receives. It seeks independence from non-renewable resources, using renewable resources when possible. Sustainable farming also minimizes pollution, takes steps to care for the environment, and cares for its employees. Organic coffee beans are coffee beans that have been produced without the use of pesticides or herbicides. This is both beneficial to both the producer and the consumer. However, non-organic coffee is typically higher yielding because it is not usually shade grown. These are important aspects to sustainability that are both cost effective and socially responsible. Fair-trade coffee, or equal exchange coffee, is coffee that is traded by bypassing the coffee trader and therefore giving the producer (and buyer) higher profits. This means that the profit for the plantation farmers grows and gives them better living standards. We believe that a good coffee can and will benefit everyone that is involved.
Juan Carlito 37, is the head roaster at our plantation in the north region in Columbia.
Imagery Kaffe Roasted by always use high-resolution photos. In graphic material, the photo must always cover an entire page. It is not allowed to use collage techniques or photo montages. Black and white photos cannot be used, unless it has a relevant purpose, such as a historical aspect. Full opacity of the pictures is required. Text on photos is okay for usage in campaigns and information materials.
How to logotype Our logotype should be used in all our communication. It is paramount to present the logotype according to the guideline we provide on this page.
The logotype should have a safety-margin according to the picture above.
This is a demonstration of the logotype in black and white.
The logotype should be used in negative on pictures as much as possible.
If not possible, the logotype can be used in black.
How not to logotype The logotype must be used in the ways described on the left page. On this page we will illustrate a couple of ways in how you not should be using the logotype. The logo is an important part of the brand and it is crucial that none of these mistakes will be made.
Never use the logotype in other colors than black and white and no gradients.
Never deform, crop or in other ways change the proportions of the logotype.
Never change the opacity of the logotype.
Never change the opacity of the logotype.
Typeface A J S Ä h q z 6
B K T Ö i r å 7
C L U a j s ä 8
D E F M N O VWX b c d k l m t u v ö 1 2 9 0 .
G P Y e n w 3 ,
H Q Z f o x 4 !
I R Å g p y 5 ?
A J S Ä h q z 6
B K T Ö i r å 7
C L U a j s ä 8
D M V b k t ö 9
E N W c l u 1 0
F O X d m v 2 .
G P Y e n w 3 ,
H Q Z f o x 4 !
I R Å g p y 5 ?
A J S Ä h q z 6
B K T Ö i r å 7
C L U a j s ä 8
D M V b k t ö 9
E N W c l u 1 0
F O X d m v 2 .
G P Y e n w 3 ,
H Q Z f o x 4 !
I R Å g p y 5 ?
A J S Ä h q z 6
B K T Ö i r å 7
CD E F LMNO U VWX a b c d j k l m s t u v ä ö 1 2 8 9 0 .
G P Y e n w 3 ,
H Q Z f o x 4 !
I R Å g p y 5 ?
Gotham Narrow Book Gotham Narrow Book Italic Gotham Narrow Medium Gotham Narrow Medium Italic Gotham Narrow Bold Gotham Narrow Bold Italic Gotham Narrow Black
The purpose is for longer texts, quotes, picturetexts and more. Should not be used för headers. Should also be used for commercial purposes.
Gotham Narrow Black Italic
Gotham XNarrow Light Gotham XNarrow Light Italic Gotham XNarrow Book Gotham XNarrow Book Italic Gotham XNarrow Medium Gotham XNarrow Medium Italic Gotham XNarrow Bold
Used for headers and similar typografi. The xnarrow is used in indexes and is a complementary font for gotham narrow.
Gotham XNarrow Bold Italic
Gotham Condensed Light Gotham Condensed Book Gotham Condensed Medium Gotham Condensed Bold
Baskerville Regular Baskerville Italic Baskerville Semi Bold Baskerville Semi Bold Italic Baskerville Bold Baskerville Bold Italic
Condensed are used in the logotype and should also be used on the highest header hierarchy. If theres only one, the user can also choose xnarrow.
The use for baskerville is for body of copy only, for example in letters and similar communication.
Color & Pattern The colors of Kaffe Roasted By contains of six main colors. All the colors may be combined with each other in graphic elements, such as the Roasted By pattern. The colors may only be used in full opacity and without gradients. Reno Sand
Heathered Grey
RGB: 178, 100, 40 CMYK: 24, 66, 100, 40 #B16327
RGB: 147, 147, 121 CMYK: 44, 34, 55, 5 #939379
Tyrian Purple
Willow Brook
RGB: 88, 12, 62 CMYK: 54, 100, 44, 45 #570A3D
RGB: 229, 231, 207 CMYK: 10, 4, 20, 0 #E5E7D0
Deep Black
Withered White
RGB: 0, 0, 0 CMYK: 30, 30, 30, 100 #000000
RGB: 255, 255, 255 CMYK: 0, 0, 0, 0 #FFFFFF
The Roasted By pattern is specially made for the brand. It is used in the graphic material, such as the back of the business cards and on the paper cup. The pattern may be used in two different color combinations. It may only be used in full opacity without gradients.
Blackcurrant
Tahuna Sand
Things for the desk
Packaging
Campaign This is an example on how you can form a campaign. The goal with our campaigns and commercials is to communicate our core values, you can read about them in the beginning of this book. It is paramount that all campaigns and commercials is produced according to the guidelines in this brandbook.