Behind the Brand
Brand Philosophy
Logo Implementation
Incorrect Logo Usage
Colour Guidelines
Typography
Image Usage
Photography
Mockups
Behind the Brand.
SheaCocao’s branding aims to reflect the simplicity of its’ products, and the values and aspirations of the company. In a skincare world full of confusion and uncertainty, the clear and simple imagery, type and language of SheaCacao aims to be a breath of fresh air.
Brand Philosophy 05
The driving purpose behind SheaCacao is to provide an affordable, natural product, utilizing ethical means of production, so that everyone has the opportunity to live a healthier life, using what the earth provides. We help people who want to use all-natural organic skincare products to achieve the benefits of holistic products while improving the lives of both our workers and customers.
Our 6 Brand Values are our way of ensuring we are committed to this purpose:
Natural - Commitment to only using pure ingredients from the earth.
Trust - Confidence in the safety of our products.
Affordable - Lower the barrier to quality skincare.
Sustainability - Using nature to heal people physically and economically.
Quality - Dedication to pure, natural ingredients.
Opportunity - Create opportunities locally and globally.
Logo Implementation 07
The SheaCacao logo aims to encapsulate the brand’s image. By using a bold, sans-serif font, the logo is simple and legible, cutting away all the excess. To tie back with the natural themes, both the ‘i’s have been stylized with a shea nut and shea leaf.
Implementation with light color
Implementation with dark color
Implementation with background image
Incorrect Logo Usage 09
In order to maintain visual consistency and brand image, avoid making any of these changes to the logo.
Removing the shea graphic
Displaying type as outline
the type
Scaling the logo disproportionately Displaying in grayscale
Colouring
Colour guideline 11
To stick to SheaCacao‘s core theme of simplicity, the color palette is very limited, mainly utilizing a pure white as the background, with the occasional addition of the earthy Russet Brown and Apple Green.
Main Colours
Colour Philosophy
The purpose of using white negative space as the colour that sees the most usage in SheaCacao‘s branding is that it allows the imagery of the ingredients to speak for themselves on a blank canvas. Too much additional color and graphic work would take away from the brand‘s concept of simplicity and transparency.
Categorized as Fitaa or Fufuw by the Akan people of Ghana, white is light, clean, pure, holy, untainted and incorrupt. Following this, the category Tuntum includes Ahabanmom, the colour of green leaves, and Ahatawfun, the colour of dead leaves or brown, representing formality, deep concentration, calmness, maturity, strength and energy.
Russet Brown Apple Green White
Colour Derivatives
When using different shades of the brand colours graphically, only darker shades Russet Brown should be used. Conversely, only lighter shades of Apple Green should be used in order to maintain visual balance.
Russet Brown
R: 123 G: 58 B: 14
Apple Green
89%
#7B3A0E
#8BA827
#FFFFFF
White
13
Typography
Heading
TW Cen MT Bold is the font used in SheaCacao’s branding for titles and all levels of headings. Chosen for its’ bold, simple look, TW Cen MT conveys the straight-forward, minimal aspects of the brand’s philosophy.
This font may be coloured any of the brand colours, along with white and black.
Aa
Font name: TW Cen MT Bold
Font Letters
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Body
For all body copy, Sitka Banner is used. The serif nature of the font communicates authenticity and trust, something needed in the health space. It is also easily readable as large bodies of text, allowing for transparency and accessibility.
This font may only be coloured any of the brand colours, along with white and black, when displayed as Sitka Banner Bold.
Aa
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Font Letters
Font name: Sitka Banner
Image Usage
Images are the main visual element of SheaCacao‘s branding. Specifically, isolated images of the ingredients used; this allows the ingredients to be the focal element of the brand.
All images must be on a white background and should included at least one of the main brand colours.
Russet Brown
Apple Green
White
Photography
Photography for SheaCacao should be high quality, well-lit and free of unnatural filters, alterations or too much visual noise. When photographing people, all age ranges should be included and photos should showcase “everyday people“ instead of beauty models.
Mockups
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