Final Project Book by Michele Colino

coffee

Planet Bean

the pl anet bean coffee re-br anding Projec t Book

Small bean. Big impact.

a re-branding campaign planet bean is a passionate coffee roastery with heart. the only thing that transcends their devotion to coffee is their love for people. planet bean has so much to offer and teach, not only their consumers but the coffee industry in general. in order to make the impact they envision, planet bean needs to excel its position in the market place. in this book you will find a compilation of the research, strategy and creative development that went into producing the planet bean re-branding campaign.

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table of Contents 1.0 Research 1.1 Research Paper 1.2 Client Brief 1.3 Brand Attributes & Features 1.4 SWOT 1.5 Campaign Project Objective 1.6 Demographics

6 12 14 16 18 20

2.2 Mood boards & Toolbox 2.3 Logo Concepts 2.4 Print Concepts 2.5 Digital Concepts

3.1 Logo Standards 3.2 Logo Usage 3.3 Brand Standards

42 46 48

4.0 Final Designs

2.0 Creative Development 2.1 Design Research

3.0 Style Guide

24 26 28 30 36

4.1 Print Designs 4.2 Digital Designs 4.3 Promotional Items

54 58 60

5.0 References 5.1 Image References

fair brand

The

words of a

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1.0 Research

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research paper

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1.1

abstr ac t Planet Bean Coffee is a roastery in Guelph, Canada that provides its cus-

other gourmet coffee vendors. Since coffee is one of the leading beverages

tomers with gourmet, organic, fair trade coffee. Their enthusiasm, how-

in the United States and its demand continues to grow even through a

ever, does not stop with supplying the freshest coffee possible, but with

struggling economy, this gives Planet Bean an advantage to expanding

establishing a business based on ethical commerce through fair trade

their market to the retail sector. To accomplish these objectives, Planet

practices. What sets Planet Bean apart from most fair trade coffee dis-

Bean will need to develop a new brand identity, one that matches the qual-

tributors is that they are involved with the co-op farmers that produce

ity of their coffee. Along with an updated logo, the rebranding of the com-

their beans. Planet Bean prides itself on developing a direct relationship

pany will include a new e-commerce site, revised packaging, print cam-

with the farmers and going beyond fair trade regulations to help sustain

paign and social media ventures. These marketing techniques will be used

their co-ops. Planet Beanâ&#x20AC;&#x2122;s commitment to working within the fair trade

to reposition and bring awareness to the Planet Bean brand. As Planet

network is the companyâ&#x20AC;&#x2122;s focus, treating everyone involved in their coffee

Bean becomes more known within the coffee industry and among con-

with respect, from farmer to consumer.

sumers, they can more effectively educate the world on the ethical and

Planet Bean Coffee has a desire to become leaders and educators for fair

environmental effects of fair trade products.

trade practices. To achieve this goal, as well as to increase the companyâ&#x20AC;&#x2122;s coffee sales, they will need to broaden their market and compete with

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Planet Bean Brand who is pl anet be an? Having the highest quality of coffee is not the only driving passion behind Planet Bean. Coffee is not only about the beans that are harvested and this company is fully aware of that principle. They have founded their business knowing that coffee is a channel used to build communities and relationships. With a morally sound and ethical business model as their foundation, Planet Bean has set a standard for other businesses in the food industry. They believe in a moral economy based on the fundamentals of fair trade and carry that attitude to every individual involved in creating and enjoying their perfect cup of coffee. The company respects its producers, workers, shareholders and customers. They are conscious of the fact that it takes a community of people to yield the highest quality and greatest tasting coffee, â&#x20AC;&#x153;from the farmers who grow and harvest the beans, the roasters who roast it, the Baristas who brew it to those who drink itâ&#x20AC;? (Planet Bean, 2011). Although Planet Bean is one of Ontarioâ&#x20AC;&#x2122;s premier organic coffee roasteries (Hoovers, 2011), carrying such high standards and quality of products, their

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1.1

“Planet Bean

is part of all the movements

challenge the injustices that

”

of global trade… presence in the gourmet coffee industry is extremely limited. They possess all the

trade practices have on society and its economy.

ered an expert among the company’s competition. Opening their product to the online retail market will help establish the company in the market as well as assist in gaining new customers. The demand for gourmet coffee is on the rise regardless of the economic drop and coffee drinkers are becoming more passionate about this luxury item. Although the product demand is high, there has been a shortage of coffee beans residing in U.S. coffee warehouses, proving to be the lowest supply in over a decade (Hackett, 2010). This lack of coffee beans could be an advantage for private roasteries such as Planet Bean who deal directly with the co-op farmers.

e xpanding their vision

A deficit in warehouse storage of coffee is not the only benefit to Planet

needed characteristics to becoming a leading coffee vendor—positioned in the market as gourmet organic fair trade coffee, competitive pricing and selling their product beyond the Canadian border. What hinders an increase to their success lies in the fact that Planet Bean is a small business with only two retail coffee shops and targets mostly wholesale markets. With loyal customers, positive reviews and a moral business model, Planet Bean has the opportunity to reach a greater customer base, expand their business, and bring awareness to the positive impact that fair

Planet Bean can be seen as a silent expert in the coffee industry. In order to gain industry and consumer recognition, they will need to expand and rebuild their brand. Currently, Planet Bean’s brand does not match the personality and characteristics of the company, nor does it fare well visually with its gourmet competitors. An updated logo design along with a new e-commerce website will help Planet Bean gain status in the gourmet coffee industry and help prove itself to be consid-

Bean’s potential growth. Krista Faron asserted “…sustainable eating has become top-of-mind for millions of consumers. Among things consumers consider sustainable attributes in so-called green food products are: (a)Natural, (b)Organic, (c)Local, (d)Fair Trade, (e)Environmentally Friendly and (f)Reduced Carbon Footprint/Emissions.” There has been an increase in organic, local and fair trade purchases. Approximately Pl ane t Be an Re- br anding C ampaign |

1.1 | rese arch 43% of consumers are paying extra for these categories of products because of their concern for humanity and the wellbeing of the environment (Faron, 2010). Since the demand in these markets is high, it is an opportune time for Planet Bean Coffee to broaden their market in order to become one of the industry leaders.

conclusion As previously mentioned, Planet Bean stands for community and relationships. This company is fervent about establishing a people-centered business model and being an example to others in the industry. Planet Bean has sat on industry trade show panels in the past promoting a true fair trade economy. This being the heart of the company, greater recognition will give Planet Bean the opportunity to open the eyes of consumers across the globe. Rebuilding the Planet Bean brand to compete with other gourmet coffee vendors, and creating a campaign that will increase consumer knowledge of, not only the freshness of coffee provided, but of ethical commerce, may be a starting point in revolutionizing the industry.

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1.1

References Faron, K. (2010). World gone green. Food Technology, 64(8), 27-33. Retrieved from EBSCOhost. Fishel, C. (2000). The perfect package: How to add value through graphic design. Gloucester, MA: Rockport Publishers, Inc. Fridell, G. (2007) Fair trade coffee: the prospects and pitfalls of market-driven social justice. Canada: University of Toronto Press, Scholarly Publishing Division Hackett, S. (2010). Coffee could have a volcanic eruption. Futures: News, Analysis & Strategies for Futures, Options & Derivatives Traders, 39(2), 28. Retrieved from EBSCOhost. ICO Annual Review 2009/10 [Pamphlet] (2010). Retrieved on March 30, 2011, from http://www.ico.org/documents/annual%20review%2011-e.pdf McNeil, P. (2010). The web designerâ&#x20AC;&#x2122;s idea book: more of the best themes, trends and styles in website design. Cincinnati, OH: HOW Books. Morioka, N., Stone, T., & Adams, S. (2006). Color design workbook: A realworld guide to using color in graphic design. Beverly, MA: Rockport Publishers. Planet Bean Coffee. (2011). Retrieved on March 30, 2011, from http://www. planetbeancoffee.com

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We are respectful of the many hands that touch our coffeeâ&#x20AC;&#x201D; from the farmers who grow and harvest it, to the roasters who roast it, the baristas who brew it and to those who drink it.

client brief Planet Bean Coffee is a gourmet coffee roastery located in Guelph, Canada that focuses on providing their customers with fresh, organic, fair trade coffee. They have an innovative business model that is people-centered and allows them to have direct relationships with co-op farmers that supply coffee beans. Currently Planet Bean sells their coffee wholesale and has recently branched out into trying new categories of coffee products such as being one of the first to partner breweries to create coffee beer. With loyal customers, positive reviews and moral business model, Planet Bean has the opportunity to reach a greater customer base, expanding their business as well educating and making aware the positive impact of fair trade practices.

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Br and Mission `

To provide customers with the freshest and best tasting certified organic fair trade coffee.

To use fair trade to link producers and consumers in a meaningful way.

To run the company on a moral, people-centered economy.

To be ecologically sustainable.

To treat with respect everyone involved in the coffee processâ&#x20AC;&#x201D; from farmers to consumers.

Br and Vision `

To be the leader in organic, fair trade coffee.

To use an innovative business model that is fair, sustainable and passionate.

To educate consumers and other businesses about fair trade practices.

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Brand Positioning Planet Bean Coffee is positioned in the market as gourmet organic fair trade coffee and pricing is comparable to other gourmet coffees on the market. Planet Bean is a small business with 2 stores and approximately 20 employees. Even with this small operation they are positioned as one of the top ten coffee distributors in Ontario with sales of 3.4 million. In the consumerâ&#x20AC;&#x2122;s mind, Planet Bean serves up some of the freshest and richest coffee. Their customers are loyal due to quality products and great cause.

UNIQUE SELLING PROPOSITION Planet Bean has the opportunity to become an international leader in the industry. Their USPs are: `

Coffee that is freshly roasted Roasting coffee in small batches simulates an on-demand process assuring customers the freshest tasting coffee possible.

Relationships with co-op farmers Although there are a number of fair trade coffee roasters, Planet Bean is one of the few that actually establishes direct, personal relationships with the farmers that grow their coffee beans.

Certified Organic Planet Bean takes the extra step to assure that the coffee they supply is organic from the crops to the storage and packaging.

features & benefits ROASTED ON DEMAND

CERTIFIED ORGANIC BEANS

CO - OP FAIR TRADE

Coffee beans are roasted in small batches and shipped on demand. This provides the freshest and highest quality coffee possible to their consumers.

Coffee beans are grown in organic crops that are environmentally sound and sustainable. This gives consumers a sense of being ecologically responsible as well as enjoying a pure cup of coffee free of chemicals.

Personally know the farmers that harvest the coffee crops. Extends relationship to the consumer which allows the customers to put a face behind the coffee they are drinking. This appeals to the personal and emotional senses bringing a new sense of brand loyalty.

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1.3

passionate gourmet key tenets

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1.4 | rese arch STRENGTHS

OPPORTUNITIES

Freshly roasted coffee beans

Possible new product lines: i.e. beer industry

Certified organic & fair trade coffee Moral, people-centered business model Education/discussion panels Positive customer experience 1st to explore coffee beer products Provide direct relationships between customers & co-op farmers

swot analysis

Branch out to retail market Increase in demand for gourmet coffee (Demont, 2009) Establish themselves as a leader in moral business model Educate other possible fair trade industries in their business model

Evaluates the current state of Planet Bean Coffee in order to determine opportunity for growth into the retail gourmet coffee market.

WEAKNESSES

THREATS

Not a strong presence in the industry

Intense competition

Limited equipment/employee base

Opening to retail market could lead to higher demand than prepared for

Website does represent band Website information & Facebook pages are out of date Not taking full advantage of social media

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Weather conditions effecting crops Political instability in coffee growing regions Government regulations

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1.4

swot action plan Based on the SWOT analysis, and the current state of Planet Bean Coffee, it has been determined that the following strengths of being a leader in the providing fresh, organic, fair trade coffee industry; providing education for consumers and businesses; and enthusiasm to explore new products places them in prime position to take advantage of the growing gourmet coffee retail market. The recommended plan of action in order to successfully launch the brand into the retail market would be to `

Create identity that stands against competition

Recreate website and expand to include online ordering

Create compelling advertising campaign introduction product to the market

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CAMPAIGN PROJECT OBJECTIVE The objective of this project is to rebuild the Planet Bean brand in order to place it competitively in the gourmet coffee market. `

This new brand venture will also include broadening the brand’s market to include a global demographic and concentrate on an online retail segment which targets at home gourmet coffee enthusiasts. This campaign will bring awareness to the Planet Coffee brand’s passion and dedication to providing not only fresh, organic coffee but to the brand’s commitment to co-op fair trade practices.

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The campaign will aim to evoke a positive, personal shopping experience while creating an overall “feel good” sensation to purchasing their product.

The new brand image will have a more sophisticated, natural yet personal feel with a palette of earth tones, natural textures, organic shapes, and modern, minimalistic typography.

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1.5

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SCOPE OF WORK Brand Identity: A redesign of logo. Currently the Planet Bean logo does not reflect the quality of products and services they provide. It does portray the “fun” aspects of the brand yet it falls short in conveying the fresh, gourmet characteristics of the products as well as the passionate, environmental, relationship-based persona of the brand. E-commerce Based Website: Currently the brand’s site is difficult to navigate through and is not cohesive. The site will need to be modified to incorporate the look and feel of the revitalized brand identity. As the brand expands it’s market, it will also need to incorporate an on-line ordering system.

Advertising Campaign: This would be a series of print ads that would run in hospitality and food industry magazines. There will also be a series of web-based advertisements to introduce Planet Bean in it’s retail market sector. Promotional Items: T-shirts and coffee mugs that would convey the message of the Plant Bean brand.

Product Packaging: There would be new packaging incorporating the new brand identity.

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target market The new brand identity will appeal to a broader market beyond the wholesale community. These future customers include coffee enthusiasts between the ages of 20 to 50 years of age. Since the Planet Bean re-branding is focused on the gourmet, organic, fair trade aspect, the main audience for this campaign includes students and business people interested in healthy organic choices and like being involved in humanitarian efforts.

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1.6

coffee enthusiasts health conscious students business people

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creativity fair is much better when it's

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design research

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2.1

the rebr anding c ampaign Planet Bean Coffee is a part of a highly competitive market. Even with the

Through market and design research a new logo, along with other brand

current economic state, coffee has become one luxury that consumers

elements, have been established to promote the Planet Bean brand and

continue to indulge in. This continual demand for gourmet coffee makes it

place them competitively within their market. The new identity draws on

a prime opportunity for Planet Bean Coffee to position themselves stronger

the brandâ&#x20AC;&#x2122;s values along with giving Planet Bean a high-end look. The logo

amongst their competitors.

incorporates earthy tones; an elegant strokes; a whimsical, friendly feel;

In order for Planet Bean to market themselves amongst other gourmet

and demonstrates the relationship between the brand and its farmers.

coffee brands, they need a brand presence that belongs in this particular

The imagery and colors used in the rebranding campaign support the

section of the industry and is also able to stand out against the competition.

warmth and friendly atmosphere that Planet Bean stands for. The

The Planet Bean brand logo does not currently communicate the concept

typography used is light and modern with hints of script to appeal to those

of gourmet coffee. Nor does it convey the key beliefs of the brandâ&#x20AC;&#x201D;fair

looking for luxury in a cup.

trade, organic, relationship driven.

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2.2 | cre ative de velopment

Mood boards & Toolbox There were three distinct approaches to the look and feel of the Planet Bean rebranding campaign. Each concept focused on one element of coffee. The first concept had a robust look. This mood board had bold colors and textures with minimalistic and modern typography and logo design. The second approach emphasized the gourmet aspect of Planet Bean. This luxury item was portrayed by using rich colors, extravagant textures and elegant typography and logo design. The third option concentrated on the warmth and welcoming side to coffee. The logo closely emitted the qualities of the Planet Bean brand. The colors that were chosen are warm and relaxing and the typography used has a simplistic elegance that is inviting.

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2.2

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2.3 | cre ative de velopment Current Planet Bean Logo

New Planet Bean Logo

logo redesign The current Planet Bean logo does not reflect the brand’s key tenets, nor does it stand against its gourmet coffee competitors. The new logo has a simplified elegance that better places Planet Bean amongst the gourmet coffee industry as well as better representing the characteristics of the Planet Bean brand. The image of the coffee plant with the leaf on one side and a roasted coffee bean on the other shows how the company is involved in every stage and relationship of the coffee bean process—from growth to roasting of the bean. The icon also has whimsical variations in the stroke weight, giving it a sense of playfulness and fun. These are all aspects of the Planet Bean personality.

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2.3

Logo Concept Sketches

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2. 4 | cre ative de velopment

business papers New business papers were created to reveal the Planet Bean re-branding campaign. The business cards and stationary set have a clean design to show off the updated logo. The entire set will be printed on recycled paper and to keep in line with the brandâ&#x20AC;&#x2122;s environmental consciousness, the ink used will be soy based. To offset the cost of the ink, and die-cut edge the stationary is produced with two spot color.

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Small bean. Big impact.

2. 4

Byron Cunningham General Manager T. 519.837.3242 F. 519.837.4297 bcunningham@planetbeancoffee.com

259 Grange Rd East, Unit # 2 ; Guelph, Ontario, Canada N1E 6R5 ; www.planetbeancoffee.com

PLANET BEAN COFFEE 259 Grange Rd East, Unit # 2 Guelph, Ontario, Canada N1E 6R5

Small bean. Big impact.

259 Grange Rd East, Unit # 2 ; Guelph, Ontario, Canada N1E 6R5 ; T. 519.837.3242 F. 519.837.4297 ; www.planetbeancoffee.com

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2. 4 | cre ative de velopment

pack age design Planet Bean is concerned with sustainability and being environmentally conscious not only when it comes to their coffee but their packaging as well. This new package design is all about minimalism. The bag is made from kraft paper with a coated lining on the inside to keep the beans fresh. The outside of the bag is a one-color print job with only the Planet Bean logo allowing them to be used for any variety of coffee bean. This keeps print coast and waste down to a minimum. Since each bag is roasted on demand, a booklet with all of the coffee bean and co-op farmer information is attached with a ribbon to give a little more elegance, to what may otherwise seem a plain bag. Each booklet is also printed in one color that is coded according to the bean variety.

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2. 4

french roast

mexican chiapas

roasted by roasted on

REGION: Chiapas

freshness

experience

LOCATION: 16°42’N / 93°00’W VARIETAL: Typica, Mundo Novo FARM: Union Majomut ALTITUDE: 1000 - 1700 M ROAST: Medium PROCESS: Fully washed, Sun dried

harvest period november–march

Planet Bean Coffee beans are roasted on demand. To make sure you experience the freshest tasting coffee, grind your beans as needed and use within one month. Although we are certain they will be gone before then! Once the bag is opened, store the remaining beans in an airtight container at room temperature in a dark dry place.

ethiopian

eyirgacheffe™

roasted by roasted on

REGION: Yirgacheffe

freshness

experience

LOCATION: 07°25’N / 35°55’E VARIETAL: Heirloom Ethiopia FARM: Yirgacheffe Coffee Farmers Cooperative Union ALTITUDE: 1800-2100 M ROAST: Medium PROCESS: Fully washed, Bed dried

harvest period december–march

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2. 4

| cre ative de velopment

advertisement concept 1

concept 2

concept 3

This advertisement focuses on the Fair Trade relationship that Planet Bean has with its co-op farmers. The imagery and text combine to tell the story behind every bean that is roasted at Planet Bean and the impact that Fair Trade practices have the global economy.

The imagery in this ad shows the global impact every cup of Planet Bean Coffee has. The text continues to discuss the importance of Fair Trade practices.

The concept behind this ad is to use text as the dominating factor to communicate the importance of Fair Trade with a clever headline. The imagery is simple and elegant, matching the typography and the overall brand presence of the new Planet Bean brand.

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2. 4

Ad Concept Sketches

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Website The current Planet Bean website is lacking in many areas. The site is difficult to navigate and is disorganized. This can cause the visitor to leave frusterated. The new site is not only visually pleasing but it is also user friendly with an easy to navigate menu bar with well organized sections. The updated site also incorporates e-commerce capabilities to help expand the brandâ&#x20AC;&#x2122;s market.

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2.5

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Motion graphics This banner advertisement can be placed on blogs associated with the coffee industry or magazine and newspaper sites. The graphics reflect the heart and passion of the Planet Bean brand through the use of the headline, “All is fair in love and coffee.” The animation shows a couple’s hands reaching for the same cup of coffee that suggests a slight playfulness with the headline.

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2.5

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fairness

sophistication is the ultimate

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3.1 | s t yle guide

logo standards The purpose of the new logo and rebranding of Planet Bean Coffee is to escalate the brand’s presence within the coffee industry, positioning it in the gourmet coffee category amongst competitors such as Green Mountain, Starbucks and Peet’s. The new logo focuses on representing the organic, gourmet qualities of the product while symbolizing the relational characteristics that are important to the Planet Bean brand. Since Planet Bean is a small roastery competing with larger companies that are more established, the brand’s image needed to be updated in order to better compete with other brands in its industry. The old logo did not give a proper representation of the Planet Bean brand, it’s passion and enthusiasm that it has for coffee and people. The new logo epitomizes these concepts.

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The old Planet Bean logo does not personify the brand’s principles or quality of its products. Although playful, the imagery and color scheme of this logo ultimately fails to show the relational values of the brand and the coffee’s organic, gourmet properties.

s t yle guide |

3.1

logo variations Especially during the beginning phases of the rebranding campaign it is best to use the logo with the tagline for recognition. The standalone version of the brand icon should rarely be used.

Small bean. Big impact.

Brand logo with tagline

Brand logo without the tagline

Standalone icon

anatomy of the pl anet bean logo

The new Brand Icon represents the relationships that Planet Bean Coffee desires to nurture and growâ&#x20AC;&#x201D;the relationship they have with their co-op farmersÂâ&#x20AC;&#x201D;along with the sustainable, organic product that they provide their customers. The new icon also displays a playful whimsy that is friendly and inviting.

Brand Icon Brand Name Tagline

Small bean. Big impact.

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3.1 | s t yle guide logo color scheme

c m y k

The new color scheme for the Planet Bean brand moves away from the dark space-like palette and offers a more rich, natural, warm and inviting palette. Whenever possible, the full three-color logo is preferred to be used. If a onecolor version is necessary, the logo is to be displayed in PMS 1675C with the tagline at 50% tint. In rare instances where the background color clashes or does not provide the contrast needed for the Planet Bean identity to be visible, a black version is essential. Should the logo be set ontop of a dark background, a knockout version is acceptable.

PMS 1675 C

Leaf is 50% tint of PMS 5747 C

PMS 5747 C

Small bean. Big impact.

0 67 100 28

r 171 g 80 b 18

c m y k

PMS 723 C

0 43 97 17

r 200 g 125 b 29

#ab5012

#c87d1d

c m y k

32 0 100 79

r 52 g 64 b 2 #344002

PMS 5747 C at 50%

11 0 35 28

r 161 g 169 b 126 #a1a97e

Small bean. Big impact.

50% tint of primary color

Small bean. Big impact.

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Small bean. Big impact.

When using the knockout version of the logo, the tagline is at 100% tint.

s t yle guide |

3.1

logo t ypogr aphy Banda Regular

FF Scala Italic

This is the primary font chosen for the new Planet Bean logo brand name is a simple, modern serif font. It’s letterforms are clean and easily legible. The slight serifs add a fun, yet classic element to the letters.

This secondary font is a clean serif typeface that is easy to read even at the small font size that is necessary for the tagline. It’s classic elements, especially when italicized add a sense of sophistication and elegance.

Print standards and sizing regul ations As with coffee, the Planet Bean logo needs to breathe. By allowing for proper white space, the logo will not feel cluttered whether in print or digital form. The spacing is based on the letter “p” in the logo which was set at 10 pt. The dimensions for the spacing on the top, bottom and left areas of the logo are 1x (where x is the size of the “p”). The space on the right-hand side of the logo is set to 2x. 1x

When the Planet Bean icon is used by itself, the spacing on all sides is 1x.

Small bean. Big impact. 1x

Although the size of the logo will be determined by the medium and physical scale of the piece, the logo should never be smaller than 1.5” in width. If using the standalone icon, the logo must not be smaller than 1” wide.

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3.2 | s t yle guide proper logo usage Full color logo with our without the tagline on a white or solid light colored background.

Small bean. Big impact.

Full color or one-color logo with our without the tagline on a light textured background.

Small bean. Big impact.

Knockout logo on dark solid or dark minimal textured background.

Small bean. Big impact.

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Small bean. Big impact.

s t yle guide |

3.2

unacceptable logo usage Distorting the size ratio between the icon and brand name or tagline.

Skewing or distorting the logo in any manner.

Small bean. Big impact.

Filling in the â&#x20AC;&#x153;countersâ&#x20AC;? of the icon with any other color than those designated.

Small bean. Big impact.

Full color or one-color logo on a solid, patterned or dark textured background.

Small bean. Big impact.

Knockout version on a light solid color or textured background.

Small bean. Big impact.

Pl ane t Be an Re- br anding C ampaign |

3.3 | s t yle guide

brand standards There are many steps that go into providing a fresh, high quality cup of coffee. Planet Bean Coffee knows this process intimately. Their coffee begins with coffee beans that are hand picked with care; roasted to perfection with precise detail; and brewed with meticulous passion; and served with warm enthusiasm. A brand that is devoted to these standards in their product should hold their brand essence with the same attention.

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s t yle guide |

3.3

br and color palet te c m y k

PMS 1675 C

PMS 5747 C

0 67 100 28

r 171 g 80 b 18

c m y k

PMS 723 C

0 43 97 17

r 200 g 125 b 29

c m y k

PMS 1675 C

0 52 100 64

c m y k

r 117 g 66 b 0

PMS 468 C

6 9 23 0

r 235 g 218 b 182

#ab5012

#c87d1d

#633a11

#ebdab6

c m y k

32 0 100 79

r 52 g 64 b 2

PMS 5747 C at 50%

#344002

11 0 35 28

r 161 g 169 b 126

PMS 4515 C

#a1a97e

0 9 50 24

r 193 g 169 b 106

PMS 460 C

#c1a96a

4 5 44 0

r 244 g 226 b 145 #f4e291

Br and font choices Banda Regular

FF Scala Italic

Scala Sans

Renaissance

ABCDEFGHIJKLM NOPQRSTUVWXYZ

ABCDEFGHIJK

abcdefghijklm nopqrstuvwxyz

0123456789

LMNOPQRSTU VWXYZ

abcdefghijklmnopqrstuvwxyz 0123456789 Pl ane t Be an Re- br anding C ampaign |

3.3 | s t yle guide Tex tures

50 | Pl ane t Be an Re- br anding C ampaign

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3.3

imagery

Pl ane t Be an Re- br anding C ampaign |

fair design So beautiful and

i have not seen.

259 Gr a n ge 519Rd E 837ast 3242 OPEN Guel ph, ONLINE Onta 24 H rio OURS 4.1 EVER YDAY Prin ! t

4.2

4.3

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tal

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Desi

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5/11

3:24

0.58 s 0 .60

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10/2

0.54

045

4.0 final designs

4 .1 | final designs

259 Grange Rd East, Unit # 2 Guelph, Ontario, Canada N1E 6R5 November 11, 2011 Mr. Fred Johnson The Java Hut 765 Berliner Plaza Industrial Point, CA 68534 Dear Mr. Johnson: I would like to personally thank you for your recent order of Planet Bean coffee. We take pride in the product we offer and hope you and your customers enjoy the freshly roasted coffee beans. Enclosed in this letter is a brochure with information on our co-op farmers. I would encourage you to take the time to read through the pamphlet and learn more about the individuals that help us provide the freshest tasting coffee you will ever have. Please enjoy and if you have any questions or concerns about the products you have received or about our company, please feel free to contact me at 519.337.4297. Sincerely,

Byron Cunningham General Manager Small bean. Big impact.

business papers

PLANET BEAN COFFEE 259 Grange Rd East, Unit # 2 Guelph, Ontario, Canada N1E 6R5

Mr. Fred Johnson The Java Hut 765 Berliner Plaza Industrial Point, CA 68534

259 Grange Rd East, Unit # 2 ; Guelph, Ontario, Canada N1E 6R5 ; T. 519.837.3242 F. 519.837.4297 ; www.planetbeancoffee.com

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final designs |

4.1

pack aging

Pl ane t Be an Re- br anding C ampaign |

4 .1 | final designs