CHACHA Standard Manual by michelle cao

CHA CHA boba & snacks Standards Manual

Brand Message ChaCha is a store that sells both asian-oriented appetizers and boba drinks, becoming one-stop for refreshing drinks and desserts for locals. We want this to become a place where customers can come to enjoy refreshing drinks. In order to stray away for previous reputation, a rebranding of this business has been designed to showcase the new, welcoming environment. The bright colors of the branding is to differ from the previous dull branding. This is also an opportunity to create a brand that can unite the community. Another big change focusing on showing that the quality of the service and food has improved greatly. To keep the service consistent, this manual has been created as a guide for future content that will be created. This rebranding is a huge step from its previous state, which is why it is important to follow everything in this manual. It is crucial so that customers will be able to recognize this business easily.

Table of Contents Logotypes Primary Mark Reversed out Minimum Size Safe Space Inappropriate Uses

6 12 13 14 16

Identity System Graphic elements Color palettes Typefaces

Business System Business Card Letter head Envelope

20 22 24

28 29 30

Applications Print Digital Physical

34 36 40

Logotypes

Primary Mark

CHA CHA boba & snacks The primary mark emcompasses the main product of our business, the boba. Our business name is contained inside the cup while the circles above are to represent our signature boba. The colors of the primary mark is bright and playful, which represents our business as a whole. This primary mark is to be used whenever possible and in full color. This logotype can only be placed on the navy color, found on page 23. 8

CHA CHAâ&#x20AC;&#x2122;S BRAND STANDARD MANUAL

CHA CHA

boba & snacks

CHA CHA

boba & snacks

1-Color If no full color is available, then the 1-color mark can be used as a solution. The 1-color mark can only be used in these colors only. The primary color choice for reversed out mark should be electric pink. This 1-color mark in navy is used in printing on the glass and plastic cup.

CHA CHAâ&#x20AC;&#x2122;S BRAND STANDARD MANUAL

Primary Mark w/out tagline

CHA CHA When there is too much text that is surrounded the logotype, it can become hard to read the tagline. The primary mark without the tagline can then be used. This mark is usually used in the envelope for its simplicity. 10

CHA CHAâ&#x20AC;&#x2122;S BRAND STANDARD MANUAL

CHA CHA

1-Color If no full color is available, then the 1-color mark can be used as a solution. The 1-color mark can only be used in these colors only.

CHA CHAâ&#x20AC;&#x2122;S BRAND STANDARD MANUAL

CHA CHA

boba & snacks

Reversed Out In places where the logotype does not have enough contrast with the background, a reversed out logotype can be used. The above colors are the only choices that can be used. This reversed type can be used in packaging where there is too much color, so that it is easier to locate the logo. 12

CHA CHAâ&#x20AC;&#x2122;S BRAND STANDARD MANUAL

CHA CHA boba & snacks

0.9 INCH

1 INCH

boba & snacks 1.08 INCH

CHA CHA

0.54 INCH

CHA CHA

0.4 INCH

0.5 INCH

1.25 INCH

CHA CHA

0.67 INCH

1.18 INCH

Minimum Sizes

CHA CHA boba & snacks

1.25 INCH

These are the smallest the logotypes can go. If they are too small, the details will be lost. When using the primary logotype, the tagline can become illegible if sized down too much. In smaller areas to input the logotype, remove the tagline. With that, the primary logotype without the tag line can be slightly smaller. These are true to size.

CHA CHAâ&#x20AC;&#x2122;S BRAND STANDARD MANUAL

Safe Space To prevent illegibility and crowding the logotype, do not place any designs or text in this area.

CHA

CHA CHA

boba & snacks

CHA

With tagline In the primary logotype with the tagline, the ‘CHA’ of the wordmark can serve as the measurement of safe space around the logotype. 14

CHA CHA’S BRAND STANDARD MANUAL

H H

H CHA CHA H

For the primary logotype without the tagline, the 'H' will serve as the measurement of safe space. Because it is simpler, the safe space around is smaller than with the tagline.

CHA CHAâ&#x20AC;&#x2122;S BRAND STANDARD MANUAL

boba & snacks

CHA CHA

Misuses

The logotype should never be turned on its side. The imagery of the logotype becomes harder to read.

boba & snacks Do not use any other colors beside the provided colors. See page 7 for the colors.

CHA CHA

boba & snacks

Do not disproportionately scale the logotype or distort/stretch it.

CHA CHA

CHA CHAâ&#x20AC;&#x2122;S BRAND STANDARD MANUAL

Do not place the logotype on a background that makes it hard to read the logotype.

CHA CHA boba & snacks Do not move around the circles in the logotype. They are placed intentionally.

boba & snacks The wordmark of the logotype should not be a different font.

CHA CHA boba & snacks Just the outlines of the logotype is not acceptable. It must be in full color.

The color of the logotypes should not be switched around and should only be how it is seen on page 6.

CHA CHAâ&#x20AC;&#x2122;S BRAND STANDARD MANUAL

Identity System

Graphic Elements

Dot pattern The two sizes of circles are taken from the logotype and spread out randomly to make a pattern. The colors of the circles are from the primary color palette found in page 18. It is mainly used on the envelope and letter found on pages 27 and 28. 20

CHA CHAâ&#x20AC;&#x2122;S BRAND STANDARD MANUAL

Circles Enlarged circles can form curvatures, which become another graphic element. This is only used in the business card seen in page 26 to separate the content. Only these colors can be used to create the circles, do not use the secondary color palette.

Cup Taken directly from the logotype, this graphic element is used to surround/contain information. It is only used in the stamp card seen in page 30.

CHA CHAâ&#x20AC;&#x2122;S BRAND STANDARD MANUAL

Primary color palette CANDY RED PANTONE 1785 C #F0586B C 0% M 81% Y 46% K 0% R 240 G 88 B 107

SKY BLUE PANTONE 305 C #61CAE0 C 55% M 0% Y 11% K 0% R 97 G 202 B 224

YELLOW PANTONE 7507 C #61CAE0 C 55% M 0% Y 11% K 0% R 97 G 202 B 224

This is the approved primary color palette, which is taken from the primary logotype. Candy red is used in text to call out important details, such as the price or links/buttons in the website. This color palette encompasses the friendly and welcoming environment of the business. 22

CHA CHAâ&#x20AC;&#x2122;S BRAND STANDARD MANUAL

Secondary color palette

NAVY PANTONE 548 C #023D51 C 97% M 68% Y 47% K 38% R 2 G 61 B 81

CLOUDY BLUE PANTONE 7457 C #C2E7F0 C 22% M 0% Y 4% K 0% R 194 G 231 B 240

Above is the secondary color palette, which is used less than the primary. These colors are usually used in applications and in the business system. Because it is the darkest color, Navy is used for text color and background to help pop out the logotype. Cloudy blue is used the least, where it is only used in the stamp card and website.

CHA CHAâ&#x20AC;&#x2122;S BRAND STANDARD MANUAL

Primary typeface Regular

Regular Italic

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%&

Medium

Medium Italic

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%&

Bold

Bold Italic

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%&

Brandon Grotesque The primary typeface is Brandon Grotesque and is in regular weight for body. It should primarily be in navy color. If the background is dark, it can be in white color or the lighter colors from the color palette found on page 16. The typeface can also be used as a header when in caps and the weight of bold. 24

CHA CHAâ&#x20AC;&#x2122;S BRAND STANDARD MANUAL

Secondary typeface Regular

Light

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%&

Regular Italic

Light Italic

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%&

IvyStyle TW The secondary typeface is the IvyStyle TW and is mainly used for headers and titles to create type hierarchy. The typeface should be used in semibold weight. The main uses of this font is on the menu and in the website. These can also be used for promotion material. The secondary typeface can be in any of the colors in the main color palette, but mainly navy. It should primarily be in all caps or capitalized.

CHA CHAâ&#x20AC;&#x2122;S BRAND STANDARD MANUAL

Business System

Business Card OWNER

Michelle Cao

michellecao@chacha.com 408 881 4725

CHA CHA boba & snacks

578 California Blvd San Luis Obispo, CA 93405 chacha-boba.com

The business card is in vertical layout and the dimensions are 2 inches wide and 3.5 inches tall. On the front, the primary logotype is placed on a navy background. And the size of the logotype is 1.1 inches wide. On the back of the card is the information of the business and personal contact info. The personal information is on the top and business information on the bottom. The circle graphic elements are utilized to separate the information and the primary color palette is utilized. 28

CHA CHAâ&#x20AC;&#x2122;S BRAND STANDARD MANUAL

Envelope

CHA 578 California Blvd CHA San Luis Obispo, CA 93405

This is the envelope in actual size. The primary mark without the tagline can be found on the top left. The address of the business is seen on the bottom of the mark. On the bottom of the envelope, there is a bar of color either in yellow or red.

CHA CHAâ&#x20AC;&#x2122;S BRAND STANDARD MANUAL

Letterhead

CHA CHA boba & snacks 578 California Blvd San Luis Obispo, CA 93405 chacha-boba.com

On top and bottomof the letterhead is the dotted pattern graphic element found on page Kathryn E. McCormick 18. The pattern is 0.25 inches tall and stretches across the letterhead. The logotype can be Professor of Design found below the pattern along with the contact information and address of the business. Department of Artis&1.2 Design Please note the safe space around the logotype. The logotype inches wide and is right aligned to the 2 inch mark from the left. California Polytechnic State University

San Luis Obispo, CA 93407

The size of the text box is 5.5 inches wide and 7.5 inches tall. It is placed 3 inches from the top and 2 inches from the left. This should beNovember in black ink!14, 2018 30

CHA CHAâ&#x20AC;&#x2122;S BRAND STANDARD MANUAL

Dear Ms. McCormick,

CHA CHA boba & snacks 578 California Blvd San Luis Obispo, CA 93405 chacha-boba.com

Kathryn E. McCormick Professor of Design Department of Art & Design California Polytechnic State University San Luis Obispo, CA 93407 November 14, 2018 Dear Ms. McCormick, I am currently redesigning a store called The Boba Stop. Currently, there are many problems that are happening with this store. Their reputation for their quality isnâ&#x20AC;&#x2122;t the best in town. Although there are many customers that come to this store, it is because it is only one of the few drink and dessert places in San Luis Obispo. I believe that rebranding this store will help to liven up the atmosphere and environment of the store. The visual identity will be bright and friendly, welcoming customers into the store. For the future, I want to rebrand the store so that it has a more appealing and friendly look to attract more customers. The blue and green logo looks really dull compared to the neighboring restaraunts. I want to create a comfortable and cozy ambience in the store by investing in better decorations and lighting in the outside. Through this, more people would want to sit outside. I would also want to improve the quality of the tea and the presentation because it does not look very appealing right now. Besides the tea, the layout of the store could also be improved. To help the flow of traffic, there could be another door. And instead of putting the platform for drinks right next to the cashier, it could be towards the inside and then people could exit outside the door once they get their drinks. I want to implement a drawn menu to show a friendly environment. Sincerely,

Michelle Cao

CHA CHAâ&#x20AC;&#x2122;S BRAND STANDARD MANUAL

Envelope

Applications

Print | Stamp card To reward regular customers and increase sales, a stamp card has been designed. Its dimensions is 2inches wide and 3.5 inches tall, the same as the business card.

Front

CHA CHA boba & snacks

On the front is the primary logotype in full color. At the bottom, there is the business information and contact in Brandon Grotesque,bold, 6.4 pt size.

578 California Blvd • San Luis Obispo, CA 93405 • chacha-boba.com

Back The cup graphic element is taken from the logotype and used to wrap around the main content. There are 10 circles where 9 are cloudy blue and the last one is candy red. On the bottom is the rules to the card in 5pt font.

CHA CHA’S BRAND STANDARD MANUAL

LOYALTY CARD BUY 10 DRINKS AND GET 1 FREE DRINK

FREE DRINK

One stamp per order, card must be stamped at time of purchase. Cannot combine stamp cards.

Print | Menu

TEA

2.75

SNOW BUBBLE

3.15

TOPPINGS

.50

CANTALOUPE GREEN TEA

BANANA

LYCHEE

ALOE VERA

BOBA

LYCHEE JELLY

GREEN APPLE BLACK TEA

BLUEBERRY

MANGO

MANGO JELLY

MINI BOBA

ASSORTED JELLY

GREEN APPLE GREEN TEA

CANTALOUPE

PASSION FRUIT

HONEY GREEN TEA

CHAI TEA

PEACH

LEMON BLACK OR GREEN TEA

CHOCOLATE

PINEAPPLE

DESSERT CREPES

LYCHEE BLACK OR GREEN TEA

COCONUT

STRAWBERRY

BUTTER + SUGAR

MANGO BLACK OR GREEN TEA

GREEN APPLE

TARO

NUTELLA

PASSION FRUIT GREEN TEA

MATCHA

THAI TEA

BANANA + WHIPPED CREAM

PEACH BLACK OR GREEN TEA

JASMINE

COFFEE

STRAWBERRIES + WHIPPED CREAM

STRAWBERRY GREEN TEA

KIWI

YOGURT GREEN TEA

ADD BANANA

BOBA BLACK OR GREEN TEA

NUTELLA + CHOCOLATE CHIPS NUTELLA + BANANA + WHIPPED CREAM

.35

NUTELLA + STRAWBERRIES + WHIPPED CREAM NUTELLA + STRAWBERRIES + BANANA + WHIPPED CREAM

MILK TEA

2.85

SLUSHY

3.00

ALMOND

JASMINE

BLUEBERRY

PEACH

CANTALOUPE

MANGO

CANTALOUPE

PINEAPPLE

CARAMEL

PASSIONFRUIT

GREEN APPLE

STRAWBERRY

CHAI

STRAWBERRY

MATCHA

TARO

CHOCOLATE

TAPIOCA

KIWI

PASSION FRUIT

COFFEE

TARO

LEMON

YOGURT

HONEY

THAI

LYCHEE

MANGO

HONEYDEW

2.75 3.20 3.85 4.15 3.60 4.35 4.60 4.95

SNACKS 3.85 1.69

POPCORN CHICKEN BBQ PORK BUN

= POPULAR WITH LOCALS

CHA CHA boba & snacks

For the menus, there will be 2 types of physical copies. There will be one big poster on the wall and menus that that customers can hold and look at. The categories of the different drinks and foods is in IvyStyle TW while the name of the foods are in Brandon Grotesque, in all caps. The prices are in red, so that they pop out. Popular drinks are marked with a yellow circle next to it.

CHA CHAâ&#x20AC;&#x2122;S BRAND STANDARD MANUAL

Digital | Website

With the new branding, we added a website so that customers could easily access our business information and menu. Through this website, we promote our authentic tastes and possible promotions that are upcoming/current. To interact with our community, an instagram photo gallery is added to the bottom. The website utilizes the fonts and color palette. 36

CHA CHAâ&#x20AC;&#x2122;S BRAND STANDARD MANUAL

Physical | Plastic cup

On the plastic cup that the drinks are served in, the logotype will be placed on the front. It will be 1-color in navy, so that it is legible. The size of the logotype should be 1.5 inches wide. The placement of the logo should be consistent. It should be centered from top and bottom.

CHA CHAâ&#x20AC;&#x2122;S BRAND STANDARD MANUAL

Physical | Reusable cup

To be environmentally conscious, a reuseable cup is implemented into our options for our customers. Just like the plastic cup, it will have the 1-color navy logotype on the cup. The logotype should be 1.3 inches wide and placed on just one side of the cup. These cups should hold at least 1 pint and have a cap that seals the liquid. 42

CHA CHAâ&#x20AC;&#x2122;S BRAND STANDARD MANUAL