Brand Guidebook Identity & Style Guide BENGAL TIGER
MARCH 2016 - VERSION 1
Bengal Tiger is a concept brand for a premium ethical wine that is crafted in Nashik, India. The project was completed by Mazhar Bagasrawala of MIT Institute of Design in 6 weeks, by December 2015. This brand guidebook has been designed as a part of the same project.
Bengal Tiger // Brand Guidebook
Contents 1.0 INTRODUCTION
4.0 TYPOGRAPHY 4.1 Our Family 4.2 Adaptations
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1.1 Bengal Tiger 1.2 Save Tiger Now 1.3 Our Strategy 1.4 Demographic 1.5 Brand Prism 1.6 Tone of Voice 1.7 Endorsement 1.8 Tagline
2.0 IDENTITY
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2.1 Logo 2.2 Construction 2.3 Clear space 2.4 Minimum size 2.5 Material 2.6 Incorrect usage
3.0 COLOUR 3.1 Tiger gradient 3.2 Logo colour 3.3 Grey is thy ally
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18
5.0 STRIPES
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6.0 IMAGERY
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7.0 STATIONERY
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8.0 PACKAGING
34
8.1 Concept 8.2 Illustration 8.3 Shiraz 8.4 Chardonnay
9.0 COLLATERALS
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10.0 ADVERTISING
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11.0 DIGITAL
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Bengal Tiger // Brand Guidebook
Introduction
1.0 4
Bengal Tiger // Brand Guidebook
INTRODUCTION
1.1 Bengal Tiger
1.2 Save Tigers Now
A product of extreme adoration for the Tiger, and an unyielding passion for superb vinification- our wine guarantees you a treasure chest of moments to cherish. Additionally, bear in mind that while you’re enjoying the refined flavour of our grapes, every bottle you purchase makes a direct contribution to the conservation of this exquisite species. One Sip, One Stripe! The tagline exemplifies our ultimate goal. 15% of the cost price on every bottle makes its way to Save Tigers Now, a worldwide initiative by World Wildlife Fund and Leonardo DiCaprio. Their goal is to build political, financial and public support to double the number of wild tigers by 2022, the next Year of the Tiger. Take pride in your choice; it will count.
A hundred years ago there were 100,000 tigers in the wild. Today there are as few as 3,200. WWF have a bold plan to galvanize political will, dedicate their resources and take action to double the number of wild tigers in the next 12 years, focusing on 12 landscapes that some of the world’s top tiger experts have identified as offering the best chances of increasing the world’s tiger populations across the species’ range. On their website, Save Tigers Now publicly requests donations to help in the conservation of tigers.
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Bengal Tiger // Brand Guidebook
1.3 Our Strategy
INTRODUCTION
1.4 Demographic
Product: A premium (but not exclusive) quality wine label that has its ethics rooted in protecting the magnificent tiger. Made in Nashik, for the world. An entry line of 2 chosen varieties: Shiraz & Chardonnay. Brand Strength: The Tiger is a part of the world’s charismatic megafauna (species that form extremely powerful symbols in the mind). The brand thereby tells a story that people would long to be a part of. Who doesn’t like feeling like a tiger or tigress? Our wine also provides an oppurtunity to the well-off to give back to society effortlessly.
Adults (as per your country) Healthy Income Animal & tiger lovers Western countries, India, other wine consumers Youth who need a stimulus to get attracted to a ‘cool’ product Rich folk who wish to give back to society without too much hassle Wine connoisseurs Lovers, that may smile after contributing together
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Bengal Tiger // Brand Guidebook
INTRODUCTION
1.5 Brand Prism
PHYSIQUE Red & White Wine Color: black, orange, white
RELATIONSHIP
Royal Bengal Tiger
PERSONALITY
Trust in Quality Caring Premium feel
REFLECTION
CULTURE
Sophisticated
Environmental
Ethical
Passionate
Independant
Indian
SELF IMAGE Iconic Big Cat (top of the food chain)
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Celebratory
Bengal Tiger // Brand Guidebook
INTRODUCTION
1.6 Tone of Voice
1.7 Endorsement
CONFIDENT
Leonardo Di Caprio, the primary sponsor of Save Tigers Now is best suited to carry the brand forward. His influence as an idol along with his “Tiger-like” personality are a win-win!
POWERFUL POLISHED DIRECT MATURE PROVOCATIVE INFORMATIVE
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Bengal Tiger // Brand Guidebook
INTRODUCTION
1.8 Tagline A tagline is a short, powerful phrase that is associated with the company name. It represents the tone and feeling you want for its’ products or services. It is often part of the company graphics eg. the logo and letterhead. It stays with the company all the time. It’ll only change when you want to totally redefine the company. In many cases the tagline becomes so well known that it is instantly recognizable. For Bengal Tiger, it was especially tricky to come up with an appropriate tagline.
One Sip One Stripe *effectively sums up the vision of Bengal Tiger, and works as a catchy slogan.
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Bengal Tiger // Brand Guidebook
Identity
2.0 10
Bengal Tiger // Brand Guidebook
IDENTITY
2.1 Logo To appeal to its targeted international market as a premium product from India, Bengal Tiger would require its identity to feel like it belongs to Indian Royalty, both elegant and powerful at the same time. Version 1 // Kerned for usage in large sizes.
In order to achieve this, I studied Bengali scriptures from varied generations and designed Latin type from a calligraphic base- that infuses bengali & devanagari elements while maintaining the legibility & readability of Latin type.
Version 2 // Kerned for usage in small sizes.
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Bengal Tiger // Brand Guidebook
IDENTITY
2.2 Construction
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Bengal Tiger // Brand Guidebook
IDENTITY
Cap. height 3 cm
x- height
4 cm Baseline 4 cm Descender
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Bengal Tiger // Brand Guidebook
IDENTITY
2.3 Clear Space
2.4 Minimum Size x 8mm
PREMIUM ETHICAL WINE
For legibility and impact, ensure that the logo has ample space around it. Do not place any text or graphics within the minimum space that is x. By giving more space around the logo, we are ensured it gets a place of prominence. ‘x’ is measured as the distance between the baseline and the x-height. The one exception to this rule is the descriptor ‘Premium Ethical Wine’ which must be placed within the clear space, when used along with the logo.
The logo should not be reduced to a size where legibility and readability is lost. This minimum size will vary between different media and conditions of applications. Check samples and prototypes from the perspective of actual use before implementing small sizes. However, the minimum font height should never be less than 8mm in any situation.
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Bengal Tiger // Brand Guidebook
2.5 Material
IDENTITY
When picking a textured background, always make sure that the pattern does not interfere with the visibility or impression of the identity. Use your own discretion when making this decision.
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Bengal Tiger // Brand Guidebook
2.6 Incorrect Usage
IDENTITY
In order to maintain a strong and distinctive brand, it is important to use our logo correctly. The following are some examples of what you should avoid altogether.
Do not scale horizontally or distort anyhow
Do not scale vertically or distort anyhow
Do not underline
Do not separate logo elements
Do not alter internal spacing
Do not alter the layout
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Bengal Tiger // Brand Guidebook
IDENTITY
Bengal
Do not change proportions
Do not use another typeface
Do not add borders etc.
Buy this wine its awesome!
Do not use as an outline
Do not encase
Do not violate the clear space
Do not align vertically
Do not align diagonally
Do not use shadows or other effects
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Bengal Tiger // Brand Guidebook
Colour
3.0 18
Bengal Tiger // Brand Guidebook
3.1 Tiger Gradient
COLOUR
C
0
PANTONE 172 C
M
68
R
255
Y
97
G
115
K
0
B
0
C
0
R
255
M
85
G
72
Y
93
B
0
K
0
PANTONE 1665 C
We bring life to our brand through a unique colour palette. Interestingly, this is just one monochromatic orange gradient. It is an eclectic mix of a catchy red-orange with a sober yellow-orange. PMS: All colours are provided as Pantone速 references and where possible should be reproduced using PMS specifications. CMYK: When it is not possible to print a solid Pantone速 colour, please check our recommended CMYK breakdown (Cyan, Magenta, yellow and Black). Always use the percentage breakdowns specified here to achieve the closest match to Pantone速 colours. RGB values specify colours for screen and Internet display.
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Bengal Tiger // Brand Guidebook
3.2 Logo Colour
COLOUR
The logo has been designed for use mainly in black or white on a contrasting background or surface as required. However, another way to use the logo is white on the Tiger Gradient.
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Bengal Tiger // Brand Guidebook
3.3 Grey is thy Ally
COLOUR
Apart from the tiger gradient, black, and white; feel free to use greys in every way that you wish. Just remember to maintain a contrast of at least 70% when doing so. Grey is especially handy when it comes to making presentations as dark grey (85%) perfectly contrasts the tiger gradient.
In the early 1900s, there were around 100,000 tigers
~2200 of the world’s 3300 tiger species resides in India
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Bengal Tiger // Brand Guidebook
Typography
4.0 22
Bengal Tiger // Brand Guidebook
TYPOGRAPHY
4.1 Our Family House Gothic is the corporate typeface for Bengal Tiger. It is a sans-serif font that comes in 3 styles: Extended, Text & Condensed. The type styling for our brand only uses the Text & Condensed variants though. The entire family has a strong character that aligns with the personality that Bengal Tiger aspires to have. It can be direct, playful, bold, and is always sophisticated with its unique, highly perfected forms.
House Gothic
House Gothic Text Light House Gothic Text LIGHT House Gothic Text Bold House Gothic Text BOLD
House Gothic Cond. Light 4 HOUSE GOTHIC COND. LIGHT House Gothic Cond. Bold House Gothic Cond. Bold
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HAndglOVES 01234567
HAndglOVES 01234567
Bengal Tiger // Brand Guidebook
4.2 Adaptations Typography is a key aspect of our identity system. It helps distinguish us as an organization and provides visual consistency across our communications. Our identity system requires the correct usage of House Gothic as per International typographic standards. Alongside, you will find the stylisation options for different kinds of content. Ensure that copy is correctly spaced, with respect to both tracking and line height. Headers must reflect our brand’s personality using larger type sizes while body text must be readable. This para exemplifies good line height.
TYPOGRAPHY
HEADERS
BLACK & ORANGE
CONDENSED Light Tt
BLACK & ORANGE
TExT Bold
TAGLINE
one sip one stripe
CONDENSED Light 4
CAPTION
PREMIUM ETHICAL WINE
TExT Light Tt
BODY
Once upon a time...
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TExT Light
Bengal Tiger // Brand Guidebook
Stripes
5.0 25
Bengal Tiger // Brand Guidebook
STRIPES
1
2
3
4
What separates a tiger from the other big cats out there? It’s a no brainer- big, black, bold, & gorgeous stripes. For Bengal TIger, a unique and abstract version of tiger stripes were created. This style exaggerates the thickness of the stripes and turns the black stripes into positive space while the orange background becomes negative. The stripes have been designed to be used as the primary background element in all brand communications. Use 3 and 4 shown alongside.
YES
NO
Feel free to increase the number of stripes as required.
NO
However, restrain from expanding (stretching) the stripes.
Also avoid compressing the stripes in order to accomodate more.
YES You may rotate the stripes if the layout demands it.
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Bengal Tiger // Brand Guidebook
STRIPES
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Bengal Tiger // Brand Guidebook
Imagery
6.0 28
Bengal Tiger // Brand Guidebook
IMAGERY
YES
NO
Follow the examples shown here. Composition is key while picking a photograph, it must be appropriate. Images must involve the viewer. They should be positive, stimulating and have uniform detail if informational. For effective communication ensure that the photo clearly sends the right message.
Crop the image such that the subject is clear.
Images must be sharp.
Don’t forget to check the resolution, refrain from using pixelated images.
Avoid the use of unnatural effects of any kind.
Keep an eye out on backgrounds. The subject in focus, with only the right proportion of background elements.
Ensure the images aren’t stretched by height or width.
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Bengal Tiger // Brand Guidebook
Stationery
7.0 30
Bengal Tiger // Brand Guidebook
STATIONERY
405, Bridge View 16- Hansraj Lane Byculla Mumbai- 27 12 December 2015
To, Mr. Bagasrawala The Tiger is a part of the worldÕ s charismatic megafauna (species that are extremely powerful symbols in the mind).The brand thereby tells a story that people would long to be a part of. Who doesnÕt like feeling like a tiger or tigress? Provides an
The Tiger is a part of the worldÕ s charismatic megafauna (species that are extremely powerful symbols in the mind).The brand thereby tells a story that people would long to be a part of. Who doesnÕt like feeling like a tiger or tigress? Provides an the worldÕs charismatic megafauna (species that are extremely powerful symbols in the mind).The brand thereby tells a story that people would long to be a part of. Who
Regards, Kartik Sudhakar
Bengal Tiger Estate Rani Baug Nagar Nashik- 460017
Bengal Tiger Estate Rani Baug Nagar Nashik- 460017
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Bengal Tiger // Brand Guidebook
STATIONERY
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Bengal Tiger // Brand Guidebook
STATIONERY
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Bengal Tiger // Brand Guidebook
PACKAGING
Packaging
8.0 34
Bengal Tiger // Brand Guidebook
PACKAGING
8.1 Concept The objective of the packaging for Bengal Tiger, was to appeal as a cultural ethical product in a foreign market. This idea drove us towards depicting the glory of the tiger in its habitat through an adapted version of Indian miniature painting. Miniatures paintings are beautiful handmade paintings, which are quite colorful but small in size. The highlight of these paintings is the intricate and delicate brushwork, which lends them a unique identity. We put it all together in a beautiful grid, bordered by the brand’s celtic strip. Turn the page...
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Bengal Tiger // Brand Guidebook
PACKAGING
8.2 Illustration
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Bengal Tiger // Brand Guidebook
PACKAGING
8.3 Shiraz
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Bengal Tiger // Brand Guidebook
PACKAGING
8.4 Chardonnay
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Bengal Tiger // Brand Guidebook
PACKAGING
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Bengal Tiger // Brand Guidebook
COLLATERALS
Collaterals
9.0 40
Bengal Tiger // Brand Guidebook
COLLATERALS
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Bengal Tiger // Brand Guidebook
COLLATERALS
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Bengal Tiger // Brand Guidebook
COLLATERALS
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Bengal Tiger // Brand Guidebook
COLLATERALS
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Bengal Tiger // Brand Guidebook
Advertising
10.0 45
Bengal Tiger // Brand Guidebook
ADVERTISING
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Bengal Tiger // Brand Guidebook
ADVERTISING
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Bengal Tiger // Brand Guidebook
C O L L IADTEENRTAI L TS Y
Digital
11.0 48
Bengal Tiger // Brand Guidebook
DIGITAL
11.1 Website
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Bengal Tiger // Brand Guidebook
DIGITAL
11.2 Social Media
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The Farewell BIDS THEE