2016
erdenb端rger style guide
erdenb端rger / style guide
idea erdenb端rger is a purely vegan fast food joint serving a variety of burgers, drinks and sides which are all plant based and a healthier alternative for consumers on the go.
core values
taste taste is taken seriously. the produce served at erdenb端rger must taste delicious in order to compete with the other existing fast food companies around cities and towns. to appeal to vegans and non-vegans alike, the taste must come first.
health looking after your body is something that the company takes seriously. you only have one body; therefore at erdenb端rger we focus on providing the tastiest food that is good for our bodies and packed with nutrients. brilliant meat alternatives which make your tummy happy; avoiding cholesterol, high fat content and chemicals which are known to cause health complications in later life.
animals one of our values is our love and compassion for animals. due to the nature of the title, erdenb端rger stands for the rights of those who have no voice, and rejects speciesism. our products do not contain any produce from animals.
environment using animal products has deadly effects on our planet. animal agriculture is responsible for 18 percent of greenhouse gas emissions and 2,500 gallons of water are needed to produce 1 pound of beef. with the use of plant based ingredients, we will not be contributing to the effects of animal agriculture, promoting sustainability.
erdenb端rger / style guide
tone of voice
information although adopting an informal tone, this does not mean compromising on information. erdenbßrger’s purpose is to sell delicious food, and ultimately promote a vegan lifestyle through gentle persuasion and informative facts. the tone must always inform and educate the audience in context.
friendly it is important not to alienate the audience by the use of formal language and a serious tone of voice. the company will adopt an informal, conversational discourse, implementing frequent synthetic personalisation to build a relationship between consumer and seller. by trying to appeal to a wide demographic, this encourages more sales from vegans and even meat eaters who like the taste of our food.
creative one of our values is our love and compassion for animals. due to the nature of the title, erdenbĂźrger stands for the rights of those who have no voice, and rejects speciesism. our products do not contain any produce from animals.
erdenb端rger / style guide
00FF00 PANTONE 802 U
000000 PANTONE 802 U
colour palette
erdenb端rger / style guide
radnika ahamono
typefaces
primary radnika is the primary typeface used throughout, friendly and legible this typeface is suitable for display and body copy.
secondry ahamono will be used for accents and ‘decoration’ type to add a different dimension and separate from the primary typeface.
erdenb端rger / style guide
logo
logo this combination mark logo has two separate and equally applicable elements, primarily is the icon, the erdenburger burger symbol represents the essence of fast food paired with the vibrant and healthy nature of plant based foods. the contemporary and geometric aesthetic creates a current and admirable icon that can be recognised by a mass market. the title of the company also can be paired with this icon or used as a standalone logo, demonstrating versatility and how two parts can be equally as important to the identity.
x
do not add shadows
x
do not distort
x
do not stray from the applied typeface
x
do not add other imagery
clear space
erdenb端rger
clear space
erdenb端rger / style guide
visuals
posters placed around major cities and on billboards, these posters will be seen by mass markets and members of the demographic, showcasing the brands values succinctly and minimally.
erdenb端rger / style guide
visuals
menu & book the menus are simple and easy to follow, customise your own burger or choose from the selection. these will be placed on tables and where the consumer places an order. alongside this, there will be an information pamphlet should the individual choose to read it, with facts and information about veganism. this adds an educational and more passionate edge to the company.
erdenb端rger / style guide
application
vinyl & wrap these patterns purpose is to communicate the sense of fun and spontanious vibe erdenb端rger will be known for. these patterns can be applied on vinyl and also to wrap the food e.g greaseproof paper.
erdenb端rger / style guide
application
vinyl & wrap tote bags increase visability of the brand with the vibrant minimal design, those who see it will be curious to find out what it means/ what it’s about. tshirts can be used as uniform for employees, reinforcing the icon in consistency with the rest of the company and establishments.