A M A ZON JUICE S
REJUVENATE. REFRESH. REVITALIZE.
TABLE OF CONTENTS The Brand 1.0
Guidelines
1.1
Vision and Mission
1.2
Brand Spirit
1.3
Presentation
1.4
Brand Essence
1.5
Brand Attributes
1.6
Inspiration and Concepts The Brand Identity
2.0
Logo and Logotype
2.1
Tagline
2.2
Signature
2.3
Typography
2.4
Primary Typeface
2.5
Secondary Typeface
2.6
Primary and Secondary Color Palettes
2.7
Unacceptable Uses
2.8
Image Library
2.9
Signature: Minimum Size Business Stationery
3.0
Requirements
3.1
Business Cards
3.2
Letterhead
3.3
Envelope
3.4
Environmental Signage
3.5
Ephemera
3.6
OtherÂ
3.7
Digital Media Contact
4.0
Reach Us
4.1
Contact
4.2
Designer
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BRAN 1
THE
ND 1. GUIDELINES Begin your morning at Amazon Juices, a locally owned delicious Brazilian food and juice bar located in Santa Cruz, CA. We are well known for our fresh fruit juices and healthy Brazilian-inspired dishes that are brought to you by CafĂŠ Brasil. Whether you are on your way to the beach or just in need of a healthy refreshment or meal, Amazon Juices has quality offerings that are guaranteed to satisfy your cravings at all times of the day.
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VISION AND MISSION 1.1
The goal of Amazon Juices is to help our customers leave feeling revived, refreshed, and revitalized. Through our authentic and healthy Brazilian food and juice selection, our customers will be rejuvenated from the inside out. The brand is a visual representation of the companies’ values, qualities, and overall spirit.
BRAND SPIRIT 1.2
Amazon Juices makes people’s minds and bodies feel rejuvenated, revived, and refreshed. We serve delicious, fresh, nutrient-rich fruit drinks and food that help power our customers’ minds and bodies. This internal to external change embodies the Santa Cruz communities lively spirit. Amazon Juices serves as a friendly and welcoming place for friends, family, and visitors to gather together and grow emotionally and spiritually through imbibing healthy food that will flourish throughout them into the community.
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PRESENTATION 1.3
The Amazon Juices brand is widely known in the Santa Cruz community particularly on the East side. My task, as the designer, was to create a brand that reflected the thriving and growing spirit of Santa Cruz, giving it the look and feel that everybody yearns and longs to have.
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BRAND ESSENCE 1.4
Aimed at fostering growth and rejuvenation, the Amazon Juices ‘look’ is far more than a mere brand. This design is a source of inspiration, bringing people, cultures, and lifestyles together. Everything associated with Amazon Juices, such as its venues, products, and uniforms, will have this stamp. This look is able to reach a select and diverse audience drawing the attention from those who are on strict nutrition plans, to those who just want to improve the way that they feel and eat. Our look is unique and is able to be applied to everything.
FAST
AUTHENTIC
BRAZILIAN
FRESH
CLEAN
SERVICE
BRAND ATTRIBUTES 1.5
HEALTHY
FOOD
These five words and phrases describe who we are as a brand and what are values are. We are a place where selflove, personal care, and healthy eating are encouraged. Our clean, healthy, fresh food, fast service, and authentic Brazilian selection urge customers to grow mentally and spiritually through imbibing our delicious food and juice options. The first steps to restoring one’s body is changing his or hers diet.
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INSPIRATION AND CONCEPTS 1.6
The challenge of any company, especially juice bars, is to rise above the other competition and prove that the specific company will provide the best results and benefits for the customer. Amazon Juices promises rejuvenation and growth. Individuals who encounter the Amazon Juices brand express newfound inspiration and changes in their life. The creation of the brand originates from the idea that in order for a person to be fully happy and healthy, he or she must first seek to change their diet regime. Eating healthy will not only help people physically, but also mentally and spiritually.
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THE BRAND
D
2. TITY LOGO AND LOGOTYPE Because Amazon Juices is such a unique company, the name is not only the logotype, but also the logo. The logo represents the whole spirit of the brand identity through illustration. The illustration of a lotus flower, a human figure, and an energy flow from one’s soul to the rest of his or her body, shows how Amazon Juices will purify and revive one’s entire self. In addition, the logotype is designed to be memorable, clean, and bold. The logo and logotype are primarily meant to stay together, but if appropriate, they can be displayed separately.
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A MA ZON JUICE S
REJUVENATE. REFRESH. REVITALIZE.
TAGLINE 2.1
Rejuvenate. Refresh. Revitalize. The primary goal of Amazon Juices is that people who eat and drink their fresh products will leave feeling healthier and revived from the inside out. Every individual customer is essential and important to Amazon Juices. Amazon Juices aims to help people feel born again. The nutrient-rich and colorful foods and juices will guarantee that customers leave feeling rejuvenated, refreshed, and revitalized.
A MA ZON JUICE S
REJUVENATE. REFRESH. REVITALIZE.
SIGNATURE 2.2
The signature is composed of the logo and logotype. The whole signature is meant to be the main form of advertisement, but when needed, the logo and logotype can be separated. The entire signature is meant to represent Santa Cruz’s culture and community, while embodying growth and spiritual reformation at the same time.
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TYPOGRAPHY 2.3
The design of the Amazon Juices font depicts the essence of the brand as a whole. The boldness, uniqueness, and spirituality of this creation is not only depicted in the design, but also in its typography. Two different fonts have been selected for the brand.
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TRAJAN SANS PRO
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ABCDEFGHI J K L M N O P Q RSTUVWXYZ 0 1 2 3 4 5 6 7 8 9 10 PRIMARY TYPEFACE 2.4
Trajan Sans Pro is a mixture of bold and elegant, as well as formal and diverse. The primary typeface that will be used for the logotype is Trajan Sans Pro Regular. All written documents and headers for the signature and logotype will be written in PT Sans Medium and in all caps.
Avenir Next Medium
A B C D E F G H I J K L M N O P Q R S T U VW XY Z 0 1 2 3 4 5 6 7 8 9 10 SECONDARY TYPEFACE 2.5
Avenir Next Medium was chosen to complement the primary typeface. This simple, yet eye-catching, typeface will be used as the signature of the logo. This font will be used in all caps when displayed as the signature.
#ffffff
#425629
#68913d
#FEED76 #68913d
#ffcf6b
#332c16
#ffffff
#ffcf6b
#685924
#ffffff
#FEED76 #685924
#af7029
#ffcf6b
#ffffff
#6a1b19
#ffcf6b
#e74346
#FEED76 #e74346
#f9a21c
#FEED76 #f9a21c
PRIMARY AND SECONDARY COLOR PALETTES 2.6
The primary color palette consists of white, dark green, light green, yellow, and a gradient from yellow to green. It is important to use the full-color palette in all visual communications across various media types and materials. The dark green is only used for the logotype. This color palette will be used as the primary color palette for the Amazon Juices signature. The secondary color palettes allow the brand to work better with other complimentary colors that are found in the colorful foods Amazon Juices offers. This allows Amazon Juices to extend a diverse audience.
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• Never substitute type in the logo. • Never alter the colors in the logo on business stationary. Colors can be replaced with the secondary color palette for packaging sold in the store and online. • Never put other words or phrases inside the logo. • Never tilt the logo. • Never distort the shape of the logo. • Never alter the proportions of the logo in any way. • Never add elements inside or over the logo. • Never rearrange the elements of the logo, unless there is a special usage and it is approved by a manager.
UNACCEPTABLE USES 2.7
The consistent and correct application of the Amazon Juices logo is essential. Always follow the standards presented in these guidelines. The examples on this page illustrate some of the unacceptable uses of the Amazon Juices logo.
IMAGE LIBRARY 2.8
A carefully managed approach to selecting photography and illustration will distinguish the Amazon Juices brand and create a lasting impression. Photos used should reflect rejuvenation, growth, and health. Through displaying photography of fresh, colorful, and nutrient-rich foods and drinks, the customers will feel enticed for more.
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1.375’’
A M A ZON JUICE S
REJUVENATE. REFRESH. REVITALIZE.
1.25’’
SIGNATURE: MIMIMUM SIZE 2.9
To ensure the integrity of the full-color version of the Amazon Juices logo and logotype, do not reduce its width to less than 1.25” for print or special usage. Other reproduction methods will require the minimum size to be greater than the sizes identified here.
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BUSINES
STATI ERY ARY
SS
ION3. REQUIREMENTS Use the following specifications for the official Amazon Juices brand identity.
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BUSINESS CARDS 3.1
The front of the business card contains the primary Amazon Juices logo, logotype, and signature. All contact information and website are located on the back. In addition, the CEO and other employees will have their names added onto the back of their own personal business cards for Amazon Juices. Colors used will be in full-color CMYK. The color used on the front is color CMYK, and the back is full-color CMYK.
LETTERHEAD 3.2
The letterhead contains the Amazon Juices signature, contact information, and social media icons. It is a US size letter (8.5’’x 11’’). CMYK Colors are used on the front of the letterhead for the signature, contact information, and social media icons. The letterhead copy will be PT Sans Regular and will be folded in half hamburger style when in the envelope. Adequate white space around the logo allows the logo to be prominent. The logo should be center aligned with the rest of the contact information.
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ENVELOPE 3.3
The A9 square flap envelope will always be used. The signature will be placed in the center top of the envelope with the outgoing addresses directly written under it. The back of the envelope’s flap will be full-color CMYK gradient with the Amazon Juices email on it. Below the flap the rest of the contact information will be listed. Adequate white space around the logo allows the logo to be prominent.
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ENVIRONMENTAL SIGNAGE 3.4
Signage helps people identify, navigate, and understand environments. All exterior signage will be placed on either a white or transparent background. Interior directional signage will utilize the Amazon Juices brand.
EPHEMERA 3.5
Ephemera helps people identify and experience the Amazon Juices brand’s story. All ephemera will utilize the Amazon Juices typeface and supporting illustrative imagery.
OTHER 3.6
All communications inform, identify, and experience the Amazon Juices brand’s story in a clear and engaging way. All print communications will utilize the Amazon Juices brand, color palette, and imagery.
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DIGITAL MEDIA 3.7
There will be a website, Facebook, Instagram, and Twitter for Amazon Juices. These will aid in showing Amazon Juices’ customers and people in the world the healthy and energizing food and juice options available.
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CONT
TACT
4. 0
REACH US
Craving a to-go order, but do not want to drive to pick it up? Hoping to throw a party catered by Amazon Juices?
Scrambling to find directions to our store’s location? Worry
no more because Amazon Juices will provide all the contact
information the client will need for every possible situation imaginable.
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CONTACT 4.1
Amazon Juices 831.854.2225 1066 41st Ave Suite 105, Capitola, CA 95010 amazonjuices.us
DESIGNER 4.2
Magdi Cook 831.713.9275 Branding info@magdicook.com