Table of Contents Introduction
3
Graphic Standard
4 — 9
Business System
10 — 13
Marketing
14 — 15
2
Mission Statement Here at Mori Way, our goal is to create a new dessert experience. The name Mori Way comes from the silkworm’s scientific name, Bombyx Mori. Our white chocolate covered silkworms are as delicious as they are nutritious. Silkworms are nutrient rich foods high in protein, and low in fats and carbohydrates. We encourage people to be adventurous with their food palettes, and always welcome them to take their first step here!
3
FontFamily Montserrat Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Montserrat Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Montserrat Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
4
The official typeface for Mori Way is Montserrat. The logo features “Mori” in bold, and “Way” in light. A combination of the font family is used throughout Mori Way branding.
BrandColors The primary colors featured in Mori Way are green, pink, and white. The logo can often be seen in both colors on a background of the opposite color. White is used as a constant in the business system to improve legibility.
Green
Pink
White
RGB: 33. 76. 76 CMYK: 86. 52. 59. 39 #214C4C
RGB: 212. 181. 179 CMYK: 16. 29. 23. 0 #D4B5B2
RGB: 255. 255. 255 CMYK: 0. 0. 0. 0 #FFFFFF
5
Patterns These patterns emulate silkworm fibers and are intended to add detail to the backgrounds of varying materials. The green pattern is typically used against a darker, green background, and the pink against a white background. The pink one can also be lightened to be used against a pink background.
6
MasterLogo The Mori Way master logo is done in Montserrat. “Mori” is in Montserrat Bold, and “Way” is in Montserrat Light. The contrasting font weights match the varying strokes of the pattern. The master logo is used in the icon, business system, and for many forms of marketing. The primary logo should only be used in these two colors, with the exception of black and white. The primary logo should not be seen in any other colors, stretched, or manipulated in any other way. Dimensions seen here are: 4.33 x 0.52 inches
7
SecondaryLogo The Mori Way secondary logo is done in Montserrat. “Mori” is in Montserrat Bold, and “Way” is in Montserrat Light. The contrasting font weights match the varying strokes of the pattern. The secondary logo is used on the business card and intented for future marketing purposes. The secondary logo should only be used in these two colors, with the exception of black and white. The secondary logo should not be seen in any other colors, stretched, or manipulated in any other way. Dimensions seen here are: 2.8 x 1.7 inches
8
Icon The Mori Way icon is intented for marketing purposes. It features the primary logo in the pink pattern. It can be used on apparel, accessories, stationary, vehicles, and other marketing materials. The icon should only be used in these colors, with the exception of black and white. The icon should not be seen in any other colors, stretched, or manipulated in any other way.
Dimensions seen here are: 3 x 3 inches
9
LetterheadDesign The standard Mori Way letterhead is 8.5 x 11 inches. The design utilizes the pattern and the primary logo as the graphic element. The back of the letter is a full bleed of the pink pattern. On the front of the letter, the receiver’s information and date are on the left of the page, and the sender’s information is at the bottom of the page. All text is in our green color.
10
EnvelopeDesign The standard Mori Way envelope is 9 x 4.13 inches. The design features the pink pattern on the left with the return address in the middle, aligned with the receiver’s address. The receiver’s information is in green, with the name in Montserrat Bold and the address in Montserrat Light. The front and inside of the envelope are standard white as the back of the letter is a full bleed of the pink pattern.
11
BusinessCard The standard Mori Way business card is 2 x 3.5 inches. The front of the business card features the green pattern on a darker, green background with the master logo in pink. The back of the business card uses the secondary logo in pink and presents information on the person it belongs to. The business card is meant to communicate information in a clear and concise way.
12
Packaging Mori Way packaging features a clear circular window on the front to show the contents inside, handles at the top so it can both hang and sit on a shelf, and a hook closure at the back to open and close the package. Inside the fiber paper based package, the silkworms are stored in a recycleable plastic bag so they can be kept fresh longer. The packaging is designed to be a convenient size so customers can bring it with them anywhere.
13
Marketing Here are some examples of Mori Way branding at play. On the left, the icon is used on a t-shirt and on the right, the icon is used on a tote bag. The icon can be used for various forms of marketing materials.
14
Marketing Here are more examples of Mori Way branding in everyday life. The top shows a horizontal billboard, the bottom left shows a vertical poster, and the bottom right shows a truck. All marketing materials should be designed using these graphic standards.
15
16
Contact Pattie Chen Founder 500 Clover Street Los Angeles, CA 90005 310.559.2667 pattie@moriway.com moriway.com
17