graphic guidelines for the local harvest private label brand
contents 1
the recipe
3
brand identity
15
packaging
Welcome to our neck of the woods— a place where food brings great joy and community means everything. And in order to express just how much these things mean to us, we’ve pieced this book together to serve as both a guide and an inspiration as you begin working with this brand. So grab a cup of coffee and stay awhile. We’re happy to have you.
the recipe Warmhearted
Warmhearted Personable
Personable
Genuine
Genuine Approachable
Approachable
Passionate
Passionate
You are your community and your community is you. It’s your little corner of the world, and you’re proud of it. You love this place you call home and want nothing more than to see it prosper. And now you can become a part of its continued growth. This brand is a way for you to invest in your community and deepen the community roots so that friends, family, neighbors and strangers can share in it for years to come.
1
brand identity primary logo secondary logo color palette graphic elements typography copywriting
3
primary logo
color palette
berry
secondary logo
tangerine
C: 7%
C: 4%
M: 81%
M: 30%
Y: 70%
Y: 90%
K: 0%
K: 0%
PANTONE 7418 C
PANTONE 143 C
kiwi
slate
C: 30%
C: 0%
M: 12%
M: 0%
Y: 73%
Y: 0%
K: 0%
K: 70%
PANTONE 7492 C
PANTONE 424 C
graphic elements
BRANCHLET ACCENT MARK
TABLEWARE PATTERN
4
5
improper logo use
The following examples represent some common misapplications of our Neck of the Woods logomark. Please refrain from inversing the color, scaling the logo down more than 50%, using two or more colors, or
SCALED OVER 50%
introducing any new colors, including black.
TWO OR MORE COLORS
INVERSED LOGO
UNAPPROVED COLORS OR BLACK
6
7
headline + logo
ChunkFive is the primary headline typeface used for both the logo
proper type set
and any display copy. It is a free font by the League of Moveable Type. Should be type set in either Small Caps or All Caps.
neck of the woods
ABCDEFG HIJKLMN OPQRSTU VWXYZ 1234567890 .!@#$%&*()
8
NECK OF THE WOODS improper type set
neck of the woods Neck of the Woods 9
body copy
Trade Gothic LT Std Regular and Oblique are the only typefaces that should be used for the body copy for this brand. It should never be any bigger than 10pt, and never any smaller than 6pt. The leading should be size + 3, with the tracking set to optical.
10
ABCDEFG HIJKLMN OPQRSTU VWXYZ
ABCDEFG HIJKLMN OPQRSTU VWXYZ
abcdefghij klmnopqrst uvwxyz
abcdefghij klmnopqrst uvwxyz
1 2 3 4 5 6 7 89 0 . ! @ # $ % & * ( )
1234567 890. ! @ # $ % & * ( )
11
copywriting
We’re all about community in our neck of the woods, and we relish in the friendly conversations shared among locals both in and around our store. All copy written for this brand should feel just like these conversations: warmhearted, personable, genuine, approachable and
ar
passionate. Each word written should speak directly to the reader in a friendly, welcoming and casual way.
There’s just something about community — friendly hellos, warm smiles and some good food to bring us all together. We love our St. Louis roots, and we’re proud to call this place home. So from all of us at Local Harvest, thank you for buying local and helping this community grow.
Handcrafted by Local Harvest Grocery
LABEL COPY DETAIL
12
13
packaging label design photography extensions
15
16
17 NOT TO SCALE SOME PLACEHOLDER TEXT
crafted by Local Harves
CHICKEN POT PIE FRONT TOP
THIS POT PIE IS MADE WITH Organic Kale, Edamame & White Beans, Ginger, Lemon Juice, Salt & Pepper
standard box mockup
There’s just something about community — friendly hellos, warm smiles and some good food to bring us all together. We love our St. Louis roots, and we’re proud to call this place home. So from all of us at Local Harvest, thank you for buying local and helping this community grow. *Crafted with locally-sourced ingredients, including chicken from Buttonwood Farms in California, MO.
Sell By : 08-20-14 Please Recycle.
Net Wt/Ct 1
Unit Price $ 2.75
Total Price $ 2.75
BACK
18
crafted by local harvest
BERRY KEFIR
Please Recycle.
Net Wt/Ct 1
Unit Price $ 2.75
Total Price $ 2.75
Sell By : 08-20-14
*Crafted with locally-sourced ingredients, including chicken from Buttonwood Farms in California, MO.
There’s just something about community — friendly hellos, warm smiles and some good food to bring us all together. We love our by St. Louis roots, Handcrafted and we’re proud to call this place home. So from all of us at Local Harvest, thank you for buying local and helping this community grow.
THIS DRINK IS MADE WITH Local Milk, Organic Berry Blend, Organic Sugar
BACK bottle mockup
SIDE
FRONT
NOT TO SCALE SOME PLACEHOLDER TEXT
19
plastic container mockup
KALE & EDAMAME SPREAD crafted by Local Harvest THIS SPREAD IS MADE WITH Organic Kale, Edamame & White Beans, Ginger, Lemon Juice, Salt & Pepper
*Crafted with locally-sourced ingredients, including chicken from Buttonwood Farms in California, MO. Please Recycle.
NOT TO SCALE LARGE CONTAINER
Total Price $ 2.75 Unit Price $ 2.75 Net Wt/Ct 1
There’s just something about community — friendly hellos, warm smiles and some good food* to bring us all together. We love our St. Louis roots, and we’re proud to call this place home. So from all of us at Local Harvest, thank you for buying local and helping this community grow.
Sell By : 08-20-14
NOT TO SCALE
There’s just something about community — friendly hellos, warm smiles and some good food* to bring us all together. We love our St. Louis roots, and we’re proud to call this place home. So from all of us at Local Harvest, thank you for buying local and helping this community grow. *Crafted with locally-sourced ingredients, including chicken from Buttonwood Farms in California, MO.
Please Recycle. Sell By : 08-20-14
Net Wt/Ct 1
Unit Price $ 2.75
Total Price $ 2.75
NOT TO SCALE SMALL CONTAINER
SOME PLACEHOLDER TEXT
20
21
We hope you enjoyed that coffee. Come see us again soon!