hi there.
based out of Calgary, Alberta, overRipe is a ready-to-drink (RTD) beverage company focused on the formulation of health conscious products both with and without alcohol. all products are unpasteurized and are created using some element of fermentation, meaning they maintain all the positive probiotic and microbial cultures. overRipe aims to provide refined and socially accepted beverage options for those who choose to consume alcohol, as well as for those who don’t.
less is more. under promise, over deliver. in every aspect of the business, leave people wowed with their interaction. this includes but is not limited to customers, employees, suppliers, and stakeholders and the community.
enjoy the process. the main purpose of life. we have fun doing what we do, and so should the people we interact with. doing something new means facing new problems daily, so approaching problems as new opportunities is key to staying positive. enjoy the good times, enjoy the challenges, and enjoy everything in between. be proud and be humbled. we aren’t special, but what we are doing and how we operate is. be proud of your contributions, but be more proud of the synergies they create. add value. have a net positive effect on the world. add value to the lives of the people you interact with, to the community, and to the planet. never forget who drives the bus. front line staff come first, always, no exceptions. listen to them, this is the most valuable form of consumer data there is. trust them.
mission to create unique and innovative consumer products (and experiences) through collaboration. to inspire connection with the products we consume, the people we consume them with, and this beautiful planet that provides us the space to do so. vision to be a leading provider in the rapidly expanding RTD beverage sector, and help to remold the consumer perception of healthy social consumption.
goals to provide consumers with healthier options for their alcohol consumption, and products that allow them to reduce or stop their consumption without habitual or social implications. to expand our product base beyond drinking vinegars into other fermented products with unique health benefits. to create a community focused on well-being; of the people, and of the planet.
keeping it simple.
white: CMYK: 0/0/0/0 RGB: 255/255/255 HEX: #FFFFFF
clear space for visual clarity ensure the exclusion zone is at least the width of the ‘e’ in ‘ripe’.
minimum height: 1”
our logo is meant to have an ‘aha’ moment. we want customers to see ‘RIPE’ first, and have ‘over’ be discovered second. it’s meant to communicate to customers that we see things differently. the logo is only to be displayed in white. it’s the only part of our brand whose colour and presentation will never change.
t: it’s you e r c gu se ys .
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secret: it’s you.
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ys.
this is our main character - our customer. our customer is always the hero of the story. this anthropomorphism is intentional serves to humanize our brand - we’re building off hundreds (if not thousands) of years of lived human history and experimentation. at the core of our brand is the customer interacting with recipes of the past. a play on, and experience of ‘oral history’.
storytelling with ‘e’ will be a consistent theme throughout our brand. this character - the customer - comes in all colours and sizes - making it clear that we are an inclusive brand - all races, genders, orientations, and knowledge levels of fermentation are welcome and most importantly - wanted.
there.
hi
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thanks
Montserrat extrabold: headlines abcdefghijklmno pqrstuvwxyz 1234567890 regular: body abcdefghijklmnopqrstuvwxyz 1234567890
we may vary our colours and experiment with patterns and textures, but we always communicate with one font. we chose Montserrat for its approachability, legibility, and its geometric simplicity. we use all lowercase, except when using proper nouns (specific people, places, things or ideas). playing with placement, spacing, and weights are ways we can add a playful element to our messaging.
bringing it back.
colour is incredibly important to our brand. colour has a powerful effect on the emotions people feel. we want people to feel uplifted, light, and positive after seeing any colours that we work with. we focus on colour pairings instead of specific colours. partnering a bright colour with a more muted natural colour is ideal. always returning to a balance between bright and earthy. bright colours represent our personality, while the muted natural colour is an ode to the old roots our recipes have in history. we love retro. there’s a reason it’s iconic. its approachable, bright, and so much fun. we aim for a fresh take on retro.
gradients can be used. they’re a great way to add a calm vibe to bright colours. the subtle change in colours during a sunset is what we aim for with gradients.
and happy people.
plants, patterns, textures,
our look is the most important way we can communicate our vibe with our customers. it should be bright, colourful, natural, and relaxed. we want people to feel like they want to be in the photo like they’re about to hang out in a comfortable living room with their best friends.
(cold drinks can give you the warm fuzzies too)
natural, bright, real.
nothing in our images should feel prescribed. if it doesn’t look like it would be fun, comfy, interesting, or engaging, it’s not overRipe material.
bright, retro, fun.
...more like fun2.
clean, clear, cheer.
our packaging is meant to be instantly recognizable. colourful, fun, unique. it should be easy to find, easy to understand what’s inside, and should make customers feel good looking at it.
hi there, happy you’re here.
good nights, better mornings.
listen to your gut.
welcoming, fun, informative, succinct. our voice never alienates or preaches. we want people to learn, but not be overwhelmed. we want people coming back, like picking up where you left off with a good friend. our voice is informal and conversational. it should sound like it was overheard in a conversation between friends, not pulled from a marketing 101 book.
the world is a much better place when we work together and support the people around us whether that be local businesses, charities close to our heart, artists or musicians that inspire us. if it resonates, we want to help it resonate further. sharing art we love, songs that get our booties shaking, charities that inspire, and local businesses that are amazing are vitally important to creating and enriching the communities that we are so lucky to be apart of. this ties back to one of our core values: add value. are we bringing something good to the table? to the neighbourhood? to your health? if not, we’re doing something wrong.
always choose nature
we care about the planet. we consider environmental concerns in all aspects of our business. when we are creating a product we ask outselves if there are ways we can reduce waste.
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we’re passionate about finding ways to give back. we sell propagations in thrifted teacups to raise money for causes that we love. all proceeds go to charities.
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