ARAKSA BRAND BOOKS
UNDERSTAND OUR BRAND 01 BRAND STORY 02 BRAND VISION 03 BRAND MISSION AND PHILOSOPHY 04 BEHIND THE NAME 05 PERSONA 06 VALUE PROPOSITION
BRAND IDENTITY GUIDELINES 00 00 00 00 00 00
INDEX
01 THE LOGO 02 EXCLUSION AREA 03 LOGO USAGE OF VARIETY BACKGROUNDS 04 INCORRECT USAGE 05 COLOUR PALETTE 06 TYPEFACE
COPERATE COMMUNICATIONS 00 00 00 00 00 00
01 ADVERTISING GUIDELINES 02 POSITION OF THE LOGO
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UNDERSTAND OUR BRAND
01 BRAND STORY
The state of Assam is the world’s largest tea-growing region, historically; Assam has been the second commercial tea production region after southern China. Assam tea plantation in Chiang Mai has been around for more than 50 years. It is ‘the land of the forgotten’.
Left untouched for more than two decades now under Araksa’s care, the garden has begun to revive again with local Assam Hybrid. 2
02 BRAND VISION
We are here to redefine how tea should be
To indulge in a high quality tea experience
experience.
together.
Create a refined tea culture.
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03 BRAND MISSION AND PHILOSOPHY Our mission is to craft one of the highest quality teas in Thailand. Our tea is carefully blended to compliment and achieve a balance between taste, aroma and well-being.
Each tea produced is uniquely crafted with serious consideration to the tealeaf’s terrain and methodology best suited for that blend. Our key values are sustainability, craftsmanship, and quality. 4
04 BEHIND THE NAME
Araksa – means preserve in Sanskrit.
Slogan - Quality that redefines life. Defining quality in life.
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05 PERSONA
Words that best describe us are: Quality,
Words that don’t go with our images are:
Integrity, Authentic, Healthy, Innovative,
Cool, Fun,Trendy,Tasty, Flavorful, premium,
Refined, Artisan, and Inspirational.
and Awe
Ex. Araksa Tea – where quality meets
Ex. Araksa Tea – a premium tea brand.
craftsmanship.
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06 VALUE PROPOSITION
- Enriching and redefining tea culture
Our journey towards perfection and dedi-
- Experiencing tea like never before
cation for the art of pure tea leaves blending has resulted in unique, exceptional blend.
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BRAND IDENTITY GUIDELINES
01
THE LOGO
The Araksa logo is a unique, key, prime, critical and predominant component of our visual identity framework. To ensure legibility, the logo must not be altered, adjusted, changed, adapted, modified, varied, reformed, revamped, refined, reorientated, transmuted, customized or tailored in any way
The Araksa logo is comprised of a single element, the word mark, which uses the font Bebas neue
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02
CLEAR SPACE There is an exclusion area for use of the Araksa Logo in all kinds of media. In order to display the logo clearly, for it to be easily remembered and cause no confusion to the logo, graphics and pictures are not allowed to be placed within this clearly de ned area. The exclusion area is variable to “A or a� distance, as shown below.
MINIMUM SIZE The logo size is not allowed to be smaller than specified minimum size at 20 mm. wide for the centred logo and 13.8 mm. wide for the horizontal - configuration logo.
Note : The recommended minimum size will vary depending on the application e.g. embroidery requires larger minimum size at least 20 mm. If in doubt, make the logo larger.
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EXCLUSION AREA
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LOGO USAGE ON VARIETY OF BACKGROUNDS
SOLID COLOUR The Logo is designed to be flexible to accommodate a broad range of application whilst maintaining a consistent look. A controlled series of con gurations shown below are the only ones that may be used.
Logo usage on Light Colour Background
Logo usage on Dark Colour Background
MONO LOGO The inverse [ white ] version of the logo can be used on dark-coloured materials and/ or for monochrome printing. The black version of the logo should be used on light-coloured materials and/ or for monochrome printing.
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04
INCORRECT USAGE
The consistent visual presentation of the Araksa logo will help maximize recall and build our reputation. The following are examples of correct and incorrect usage of the logo.
Following these guidelines will help assure the most consistent and distinct visual expression of the Araksa brand as possible. Do not use colour combinations including
Ensure that the corporate colours are re-
Do not apply effects such as drop shadows
those from our own palette that inpede the
produced accurately and consistently.
and key lines to the logotype.
Never contain the logotype within a shape.
Do not attach unauthorized words or
visibility of the logotype.
Do not distort the logotype in anyway.
phrases to the logotype.
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05
COLOUR PALETTE
This will enhance brand distinctiveness and consistency among visual applications.
Color is a chromatic and tangible funnel of our brand values. Our primary brand palette has four key colors, rose gold, dark grey,light grey and white.
Dark Gray
Light Gray
Pantone® 876 C Rose Gold
White
CMYK C55 M47 Y46 K12
CMYK C27 M21 Y23 K0
CMYK C0 M41 Y53 K42
CMYK C0 M0 Y0 K0
RGB R118 G117 B118
RGB R188 G188 B185
RGB R139 G99 B75
RGB R255 G255 B255
WEBSAFE #767576
WEBSAFE #BCBCB9
WEBSAFE #8B634B
WEBSAFE #FFFFFF
100%
100%
100%
100%
80%
80%
80%
80%
60%
60%
60%
60%
40%
40%
40%
40%
20%
20%
20%
20%
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06
TYPEFACE
Should be used for healines and body
Primary Typeface
copy in English Language. *(All corporate materials and advertising literature must use these typefaces only.)
Bebas Neue bolD THE QUICK BROWN FOX JUMPS OVER A LAZY DOG. Secondary Typeface
ARIAL BOLD THE QUICK BROWN FOX JUMPS OVER A LAZY DOG.
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ARIAL REGULAR THE QUICK BROWN FOX JUMPS OVER A LAZY DOG.
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TYPEFACE
Should be used for healines and body
Primary Typeface
copy in English Language. *(All corporate materials and advertising literature must use these typefaces only.)
COMFORTAA THE QUICK BROWN FOX JUMPS OVER A LAZY DOG.
Secondary Typeface
ARIAL BOLD THE QUICK BROWN FOX JUMPS OVER A LAZY DOG.
ARIAL REGULAR THE QUICK BROWN FOX JUMPS OVER A LAZY DOG.
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06
TYPEFACE
Should be used for healines and body
Primary Typeface
copy in English Language. *(All corporate materials and advertising literature must use these typefaces only.)
MADE WAFFLE SOFT THE QUICK BROWN FOX JUMPS OVER A LAZY DOG.
Secondary Typeface
ARIAL BOLD THE QUICK BROWN FOX JUMPS OVER A LAZY DOG.
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ARIAL REGULAR THE QUICK BROWN FOX JUMPS OVER A LAZY DOG.
06
TYPEFACE
Should be used for headlines and body
Primary Typeface
copy in Thai Language. *(All corporate materials and advertising literature must use these typefaces only)
SUKHUMVIT SET กขฃคฅฆงจฉชซฌญฎฏฐฑฒณดตถท ธนบปผฝพฟภมยรฤลฦวศษสหฬอฮ 1234567890 Secondary Typeface
TEXT กขฃคฅฆงจฉชซฌญฎฏฐฑฒณดตถท ธนบปผฝพฟภมยรฤลฦวศษสหฬอฮ 1234567890
MEDIUM กขฃคฅฆงจฉชซฌญฎฏฐฑฒณดตถท ธนบปผฝพฟภมยรฤลฦวศษสหฬอฮ 1234567890
SEMI BOLD กขฃคฅฆงจฉชซฌญฎฏฐฑฒณดตถท ธนบปผฝพฟภมยรฤลฦวศษสหฬอฮ 1234567890
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06
TYPEFACE
Should be used for headlines and body
Primary Typeface
copy in Thai Language. *(All corporate materials and advertising literature must use these typefaces only)
SUKHUMVIT SET กขฃคฅฆงจฉชซฌญฎฏฐฑฒณดตถท ธนบปผฝพฟภมยรฤลฦวศษสหฬอฮ 1234567890 Secondary Typeface
TH SARABUN NEW BOLD กขฃคฅฆงจฉชซฌญฎฏฐฑฒณดตถท ธนบปผฝพฟภมยรฤลฦวศษสหฬอฮ 1234567890
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TH SARABUN NEW REGULAR กขฃคฅฆงจฉชซฌญฎฏฐฑฒณดตถท ธนบปผฝพฟภมยรฤลฦวศษสหฬอฮ 1234567890
06
TYPEFACE
Should be used for headlines and body
Primary Typeface
copy in Thai Language. *(All corporate materials and advertising literature must use these typefaces only)
QUARK กขฃคฅฆงจฉชซฌญฎฏฐฑฒณดตถท ธนบปผฝพฟภมยรฤลฦวศษสหฬอฮ 1234567890 Secondary Typeface
TH SARABUN NEW BOLD กขฃคฅฆงจฉชซฌญฎฏฐฑฒณดตถท ธนบปผฝพฟภมยรฤลฦวศษสหฬอฮ 1234567890
TH SARABUN NEW REGULAR กขฃคฅฆงจฉชซฌญฎฏฐฑฒณดตถท ธนบปผฝพฟภมยรฤลฦวศษสหฬอฮ 1234567890
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COPERATE COMMUNICATIONS
01
ADVERTISING GUIDELINES
Should be used for headlines and body
Dimensions
copy in Thai Language. *(All corporate
900px x 900px
materials and advertising literature must use these typefaces only) THE POSITION OF ARAKSA LOGO
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02
Should be used for headlines and body
PARTNER CO-BRANDING
Vertical
copy in Thai Language. *(All corporate materials and advertising literature must use these typefaces only)
Horizontal
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