INTRODUCTION HOLCOMB HOLLOW STYLEGUIDE
Following these guidelines will ensure the brand’s assets are used in a way that upholds the aesthetic standards and keep the brand looking professional and consistent.
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CONTENTS HOLCOMB HOLLOW STYLEGUIDE
01 BRAND OVERVIEW BRAND NARRATIVE MISSION STATEMENT CORE VALUES TARGET AUDIENCE 02 VISUAL ELEMENTS PRIMARY LOGO SECONDARY LOGO TAGLINE TYPOGRAPHY COLOR PALETTE ICONS PATTERNS PHOTOGRAPHY 03 BRAND TOUCHPOINTS BUSINESS CARD COLLATERAL LETTERHEAD ENVELOPES WEBSITE SOCIAL MEDIA 04 PACKAGING PRODUCT PATTERNS MASON JAR ECO FRIENDLY BAGS RETAIL STORE LABELS
BRAND OVERVIEW B R A N D N A R R AT I V E | M I S S I O N S TAT E M E N T C O R E VA L U E S | TA R G E T A U D I E N C E
We value life. We appreciate quality time, good company, and human kind. We believe that nature is the best place to find inspiration. We are grateful, we are thoughtful, and we find beauty in everything.
BRAND NARRATIVE At the heart of it all, we’ve always believed that good health leads to happiness. All of our heart, passion and personality are baked into every organic slice to help everyone enjoy each bite a little more. We’re devoted to creating delicious products for everyone. Holcomb Hollow’s tasty, healthy products is part of a path to a joy filled life where we can enjoy the grass between our toes. It all starts with the ingredients we choose: they’re simple, wholesome and organic. We take great care in selecting the right ingredients and ingredient partners to make our delicious products. This selection process means knowing the ingredients’ source all the way back to the seed, making sure every part of the bread is formed proudly with integrity. Holcomb Hollow has always been about living free – free of artificial ingredients, preservatives, high fructose corn syrup, trans-fat and genetically modified organisms (GMOs). We are firmly committed to making the world a healthier place, and to conducting business practices that sustain and improve our environment and the communities in which we live and work. From our products to our ingredients to our commitment to sustainability and local communities, Holcomb Hollow is committed to healthy people, a healthy planet and healthy communities.
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MISSION STATEMENT We love our customers, and we want you to be thrilled with every purchase you make from us. We stand behind our premium products and exceptional customer service by offering this guarantee. If you’ve never experienced our sweets, you can purchase with confidence. Taste what you’ve been missing, and then share your delicious discoveries with those you care about!
ealthy. Wholesome. A Promise We Can Keep . BRAND OVERVIEW
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CORE VALUES As a conscientious company, we care about you, the planet, and all of its inhabitants. Therefor, Holcomb Hollow is founded on the following principles and practices: INCLUSIVE: Holcomb Hollow is not only just for people with dietary restrictions, we welcome anyone and everyone to come enjoy our tasty products. This value emanates through a friendly tone of voice and a cheerful, welcoming brand presence. FRIENDLY: Holcomb Hollow’s mission is to see that every customer is greeted at our Farmer’s Markets with a friendly smile. We want more than just an employee greeting though we also want to them to feel greeted with a smile from our entire brand. PERSONAL: We treat our customers like as if they were family. We want to build relationships and maintain them so that they can grow and flourish. Our brand communicates that though direct and personal relationships we build with our customers, farmers, and community done in person and on social media. HEALTHY: We value optimal health as priceless. We want to eliminate the worry of eating things that are bad for you and struggle to find products that fit your dietary needs. We believe that the time for eating should be a time to relax and enjoy the company of your loved ones, and worrying about what is in the products you are consuming. All of our goodies are made with minimally processed ingredients, so that you don’t need a chemistry degree to decipher them. FARM TO TABLE: We use the finest organic, fair trade, vegan ingredients that honor and respect growers, animals, the planet, and of course, you! ECO-FRIENDLY: Holcomb Hollow believes in sustainability and keeping the environment green. We use recycled paper labels, certified biodegradable packaging, and offer a recycle program for our mason jars.
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TARGET AUDIENCE Holcomb Hollow’s main target audience is those with dietary restrictions, offering products that are gluten-free and vegan. Holcomb Hollow also attracts people who enjoy eating healthy organic food and supporting local business.
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VISUAL ELEMENTS PRIMARY LOGO TYPOGRAPHY
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S E C O N DA RY LO G O |
ICONS
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P AT T E R N S
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COLORS
P H OTO G R A P H Y
These are the visual interface guidelines for Holcomb Hollow. The guidelines should be followed and executed as show without variation in order to establish and preserve brand integrity Holcomb Hollow.
PRIMARY LOGO The Holcomb Hollow logo combines three essential elements: the Holcomb Hollow logotype, the leaf icon as a graphic element, and the background circle as another graphic element. These elements should never be changed. Position, size, and color, along with the spatial and proportional relationships of the Holcomb Hollow logo elements, are predetermined and should not be altered. When used consistently, they will reinforce public awareness of the brand’s image.
Primary Logo
Minimum Logo Sizes: There are no predetermined sizes for the Holcomb Hollow logo. Scale and proportion should be determined by the available space, function, and visibility. In the print minimum size is 34 mm width, for the leaf icon it is 10 mm width.
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34 mm
10 mm
BLACK & WHITE Sometimes, often due to production costs, only one color of ink is available and so the Logo must be reproduced using only one color. In this scenario, the logo, logotype, or symbol must be used following the convention of using a black type with a white inner circle on a white background. The logotype should never be used with white type and a dark circle or in grayscale. You must honor the Holcomb Hollow Logo palette when possible, using black or white if necessary.
Black & White Logo
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SAFETY SPACE The Holcomb Hollow logo requires a separation from the other elements around it. The space required on all sides is roughly equivalent to the height of the H. It should never be less than that. The logo must always fit into the clearspace area and can not be intervened by other graphical elements which could hinder legibility. Safety space on product packaging is not required,
Height of H
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INCORRECT USAGE Please note the logo cannot be changed. Although creativity is appreciated please do not alter the logo in anyway. DO NOT rotate the logo
DO NOT add a glow
DO NOT add a drop shadow
DO NOT stretch the logo
DO NOT distort
DO NOT use different colors
DO NOT use gradients
DO NOT outline the logo
DO NOT invert B&W version
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SECONDARY LOGO The Holcomb Hollow secondary logo combines two essential elements: the Holcomb Hollow logotype and leaf icon as a graphic element. These elements should never be changed. Position, size, and color, along with the spatial and proportional relationships of the Holcomb Hollow secondary logo elements, are predetermined and should not be altered. Use this logo only when circle logo does not work with design or space it is being placed in, otherwise this logo should rarely be used.
Secondary Logo:
Minimum Logo Sizes: There are no predetermined sizes for the Holcomb Hollow secondary logo. Scale and proportion should be determined by the available space, function, and visibility. In the print minimum size is 34 mm width, for the leaf icon it is 10 mm width.
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34 mm
10 mm
BLACK & WHITE Sometimes, often due to production costs, only one color of ink is available and so the Logo must be reproduced using only one color. In this scenario, the logo, logotype, or symbol must be used following the convention of making all the elements in the logo either a solid black or white and never black and white together. You must honor the Holcomb Hollow Logo palette when possible, using black or white if necessary.
White On A Black Background
Black On A White Background
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SAFETY SPACE The Holcomb Hollow secondary logo requires a separation from the other elements around it. The space required on all sides is roughly equivalent to the height of the H. It should never be less than that. The logo must always fit into the clearspace area and can not be intervened by other graphical elements which could hinder legibility.
Height of H
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INCORRECT USAGE Please note the logo cannot be changed. Although creativity is appreciated please do not alter the logo in anyway. DO NOT rotate the logo
DO NOT add a glow
DO NOT add a drop shadow
DO NOT stretch the logo
DO NOT distort
DO NOT use different colors
DO NOT use gradients
DO NOT outline the logo
DO NOT move objects around
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TAGLINE The tagline is an essential part of the core brand identity and should be used as a quick describer of what the brand’s core values are. The tagline should primary be used on marketing collateral such as web banners, stationary, ads, etc. The tagline should always appear readable when using it with patterns or other elements.
Tagline Alone
Healthy. Happy. Wholesome. Tagline With Pattern
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TAGLINE The tagline can either be used on its own as a strong visual brand element or in conjunction with the logo on signage. When using the tagline with the logo it must be centered.
Tagline With Logo
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COLOR PALETTE The color scheme is reflective of the product quality and luxury of the brand. The predominant colors are dark brown, dark green, and warm grey, giving a depth of color alongside an off white which provides a warming contrast reflecting the natural ingredients used in the products. Alongside this are the secondary colors of light brown, light green, warm light grey, and a ocean blue which provide a subtle contrast for detailing and accents when distinction is needed. Only these colors are to be used and must not be deviated from in regards to tonal values and opacities.
RGB: 60, 36, 21 CMYK: 0, 40, 65, 76 Pantone®: 2322 U
RGB: 120, 97, 82 CMYK:0, 19, 32, 53 Pantone®: 476 U
RGB: 108, 110, 47 CMYK: 2, 0, 57, 57 Pantone®: 2308 U
RGB: 158, 164, 66 CMYK: 4, 0, 60, 36 Pantone®: 2305 U
RGB: 65, 64, 66 MYK: 2, 3, 0, 74 C Pantone®: Neutral Black U
RGB: 97, 94, 93 CMYK: 0, 3, 4, 62 Pantone®: Black U
RGB: 255, 252, 244 CMYK: 0, 1, 4, 0 Pantone®: Gray 1 U
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TYPOGRAPHY Typography is a powerful brand tool when used consistently. This set of typefaces best represents the homemade natural feel of the brand. Typefaces were chosen for their complimentary contrast while still having a light naturalistic feel to them. PRIMARY:
Lumberjack ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Primer ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 BE Marker ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 SECONDARY:
Whitney ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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ICONS Holcomb Hollow uses a variety of different icons. The leaf icon is used a iconic design element across various platforms. Product packaging uses three icons to describe important aspects of the product; gluten free, vegan and recyclable. Social Media icons are to be used on print and web collateral only. All icons have a hand-drawn look about them to help connect them to Holcomb Hollow’s natural homemade products. Leaf Icon:
Product Packaging Icons:
Social Media Icons:
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PATTERNS Holcomb Hollow uses multiple patterns to bring out the playful and welcoming nature of the brand. Each pattern highlights a different type of product that is sold.
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PHOTOGRAPHY Imagery must be reflective of the brand and have an naturalistic and warm appearance. Photos of products and ingredients should be close up displaying detail and texture emphasizing the quality and freshness of the products and organic ingredients being used. Photos should also have the product or ingredient be the main focus in the photos with a soft blurred background.
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PHOTOGRAPHY These are examples of the photography that should be used across the branding of Holcomb Hollow, both in print and web.
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BRAND TOUCHPOINTS BUSINESS CARD ENVELOPE
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C O L L AT E R A L
WEBSITE
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LETTERHEAD
SOCIAL MEDIA
Visibility, legibility and consistency across different platforms in both web and print are key to the success of the Holcomb Hollow identity system.
BUSINESS CARD The standard layout and orientation for all employee business cards. Business cards are designed to be standard U.S. size of 2 x 3.5� set in horizontal orientation. Business cards should use the primary leaf pattern to create a fun sophisticated feel while representing the brand’s natural products. The pattern allows for the card to stand out amongst other businesses with a eye catching design. The back of the card has the contact information and where to find the business online. Front
Back
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COLLATERAL Various collateral was created to expand the Holcomb Hollow brand. Materials include a T-shirt, buttons and stickers customers can proudly wear to support the brand. Collateral is available to purchase at Holcomb Hollow’s booth at local farmer’s markets.
T-Shirt
Button
Sticker
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LETTERHEAD The standard layout and orientation for all business letterheads. The letterhead is designed for the standard U.S. letter paper size of 8.5” x 11” set in a portrait orientation. Letterhead for business interactions would feature the leaf pattern. It still carries the welcoming, fun qualities of Holcomb Hollow but has a louder “lets get down to business” quality with the eye-catching green leaf.
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ENVELOPE All business letters and stationary should be sent with a company envelope. The envelope is designed for the U.S. standard business #10 envelope size of 9.5� x 4.125�. Envelopes should be green to stand out in a stack of ordinary mail. The envelope should be sealed with a Holcomb Hollow logo sticker to create a more premium intimate experience.
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WEBSITE With the wide variety of products and limited space to store them, Holcomb Hollow is unable to keep inventory online for ordering. This makes the website more of a informational place for customers to go to.
Website
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WEBSITE
Website
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SOCIAL MEDIA Creating a social media platform that carries out the brand consistency is crucial to a memorable and successful identity. Primary social channels for Holcomb Hollow are Facebook, Instagram, and Twitter. All three platforms should invoke the brands message as well as displaying information and product photography. Facebook is the primary social media channel for Holcomb Hollow, as it combines updated information and upcoming events for the brand as well as product and event photography.
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SOCIAL MEDIA Instagram and Twitter should be used as secondary social media channels to display different information for each. Instagram should be used for product and event photography. Twitter should be used for current information on information on events, products, and upcoming things for Holcomb Hollow. Instagram
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PACKAGING P R O D U C T P AT T E R N S E C O F R I E N D LY B A G S
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MASON JAR
R E TA I L S T O R E L A B E L
Holcomb Hollow offers a wide range of products which vary in size, format, and proportion. Keeping a visual consistency while creating a system to differentiating each product is key to building a strong family of products.
PRODUCT PATTERNS With the wide variety of products Holcomb Hollow sells, each category should have its own pattern to help differentiate to consumers the different products. Each pattern is distinctive to its category by representing the type of product being sold with an fun eye catching design. Jams should use the fruit and veggie pattern, BBQ Sauce should use the BBQ pattern, and bakery items should used the bakery pattern.
Jam Pattern
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Bakery Pattern
PRODUCT PATTERNS Each pattern belongs to its own unique category and is designed based off the category. Patterns should never be used on products outside of its category.
Bites With Benefits Pattern
BBQ Pattern
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MASON JARS Mason Jar packaging is composed of three main elements: hang tag, sticker, and pattern paper. The logo sticker should always be placed on the lid of the jar. The hang tag should be secured by the rope around the top of the mason jar. The burlap cover is optional and often times used when dealing with premium customers. Outside
Inside
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Lid Sticker
MASON JARS Jars come in two sizes, small and large. The hang tag, sticker, and pattern paper should be the same size for both small and large jars. Product packaging should be the same for both sizes. Lid stickers should be placed in on the center of the lid for both sizes. Small Mason Jar Hang Tag
Large Mason Jar Hang Tag
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ECO FRIENDLY BAGS Holcomb Hollow uses environmentally friendly bags for all other products that are not in mason jars. These bags are made out of recyclable material and are biodegradable. There are two labels used on the bags. One in the front to display what the product is and one on the back to display ingredients.
Front
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Back
ECO FRIENDLY BAGS Bags come in two sizes, small and large. The label should be the same size for both sized bags. Each label should be placed in the center of the bag.
Small Bag Label
Large Bag Label
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RETAIL STORE LABEL Holcomb Hollow sells products in various retail stores and shops. Bigger stores require a barcode while smaller chains do not. Product labels for bigger chain stores should have a barcode on the back. Products sold in smaller stores that do not require a barcode should use the labels without a barcode on them.
Jar Tag With No Barcode
Jar Tag With Barcode
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RETAIL STORE LABEL These are examples of packaging with and without barcodes for stores that require one.
Bag Label With Barcode
Bag Label With Barcode
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