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 absolutely everything. And in order to express just how much these things mean to us, we’ve designed this book 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
4 secondary logo
4 color palette
5 graphic elements
5 incorrect usage
6 typography
8 copywriting
12
3
primary logo
secondary logo
4
color palette
berry
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
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 smaller than 1 inch, using two or more colors, or introducing any new colors or gradients.
INVERSED LOGO
6
SCALED BELOW 1"
TWO OR MORE COLORS
UNAPPROVED COLORS AND GRADIENT
7
headline + logo
ChunkFive is the primary headline typeface used for both the logo 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.
ABCDEFG HIJKLMN OPQRSTU VWXYZ 1234567890 .!@#$%&*()
8
proper type set
neck of the woods
NECK OF THE WOODS improper type set
neck of the woods Neck of the Woods 9
body copy
Trade Gothic LT Std Regular, Oblique, Bold, and Bold 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.
ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmno pqrstuvwxyz 1234567 890. ! @ # $ % & * ( ) REGULAR
ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmno pqrstuvwxyz 1234567 890. ! @ # $ % & * ( ) OBLIQUE
10
ABCDEFGHIJKLMNOPQ RSTUVWXYZ abcdefghijklmno pqrstuvwxyz 1234567890. ! @ # $ % & * ( ) BOLD
ABCDEFGHIJKLMNOPQ RSTUVWXYZ abcdefghijklmno pqrstuvwxyz 1234567890. ! @ # $ % & * ( ) BOLD OBLIQUE
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 passionate. Each word written should speak directly to the reader in a friendly, welcoming and casual way.
12
ar
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
13
packaging label design
16 photography
17 extensions
22
15
16 NOT TO SCALE
crafted by Local Harvest
CHICKEN POT PIE FRONT TOP
THIS POT PIE IS MADE WITH Organic Kale, Edamame & White Beans, Ginger, Lemon Juice, Salt & Pepper 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
standard box mockup
17
18
NOT TO SCALE
crafted by local harvest
BERRY KEFIR
Please Recycle.
Net Wt/Ct 1
FRONT
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
SIDE
bottle mockup
19
KALE & EDAMAME SPREAD crafted by Local Harvest THIS SPREAD IS MADE WITH Organic Kale, Edamame & White Beans, Ginger, Lemon Juice, Salt & Pepper
Please Recycle.
*Crafted with locally-sourced ingredients, from Buttonwood Farms in California, MO.
NOT TO SCALE LARGE CONTAINER
20
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
plastic container 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, 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
21
shelf-talkers
Shelf talkers should be used in-store to draw attention to various products within this brand. The design and copy should both work together to give each product a personality, while speaking directly to the consumer. Suggesting different food pairings also creates a sense of community within the store itself.
Meet the new guy in town.
crafted by Local Harvest
GENERIC SHELF-TALKER
I go great with the raisins hanging out over there by the register.
crafted by Local Harvest
GRANOLA SHELF-TALKER
22
I’m pretty good friends with the breakfast potatoes down the way.
crafted by Local Harvest
GENERIC SHELF-TALKER
23
posters
Posters hung up around the store can help introduce the Neck of the Woods brand to consumers.
24
25
refrigerator sign
A hand-written message above the fridge will help bring attention to this new in-store brand.
HAND-WRITTEN DRY-ERASE SIGN
26
27
t-shirts
Custom t-shirts can be worn by the staff to promote the Neck of the Woods brand.
BACK DETAIL
28
FRONT
BACK
FRONT
BACK
29
Thanks for stopping by. Come see us again soon!