THE
SKINNY PANCAKE 2022 BRAND GUIDELINES
OUR MISSION Love Local.
The Skinny Pancake is on a mission to change the world by building a safer, healthier and more delicious food shed while creating everyday enjoyment that is fun and affordable.
PLEASE JOIN US.
THE SKINNY PANCAKE IS RECOGNIZED AS ONE OF VERMONT'S ENVIRONMENTAL LEADER'S IN THE DINING SECTOR.
This means we follow best management practices as laid out by the program’s standards in energy efficiency, water and waste reduction, recycling, purchasing, and operations. Several of these practices are elective, while much more are mandatory. Some examples of our specific best management practices include: • Source food locally to reduce food miles and energy • Redirect waste from landfills through compost & recycling programs • Redistribute resources for food rescue to food shelves and food banks • Collect cooking oil for biodiesel production • Offer cost incentives which encourage reusable coffee mugs • Support local environmental programs through 1% for the Planet • Install low flow water fixtures and motion sensor lighting
TO US, EATING LOCAL ISN'T SIMPLY INCLUDING A GOURMET VT FOOD PRODUCT IN EVERY CREPE... It’s constructing everything we do to be as local and sustainable as possible while still running a healthy business that brings people together to enjoy great food, music, and merriment in our community. In 2006, still with only the original cart on Church St in Burlington, the Skinny Pancake became the smallest business to join the Vermont Fresh Network. Six years later, we’re committing 1% of our revenue toward non-profit organizations that directly benefit the local foodshed as part of a movement called 1% For the Planet. Today, all of our meats are local. Vermont cheeses and vegetables dominate our menu. Each winter we forecast our food needs and commit to growing contracts with local farmers. Each summer, we buy up local berries and veggies, freezing them to be used during the long winter. As of our annual local food audit last September, we found that 69.8% of our purchases went to local farmers and food producers, the highest of any restaurant of our kind in Vermont.
BREAKFAST KOMBUCHA BEER CREPES CHEDDARBURGERS LUNCH ESPRESSO FARM FRESH MIMOSAS
EGGS
FARM FRESH
BRUNCH
VERMONT SWEET & SAVORY
COFFEE DINNER QUECHEEVEGAN STOWE SPRUCE PEAK
STRAWBERRIES
MONTPELIER
DESSERT MAPLE SYRUP HOMEFRIES
PESTOGLUTEN FREE
LUMBERJACK
NEW YORK PANINI'S POUTINE AVOCADO
JUICE
TIE DYE
LOVE
FULL CIRCLE EARLY RISER
LIVE MUSIC
BRAND GUIDELINES
The Skinny Pancake will forever be identified by our funky, fun, and accessible appearance and product. Brands are recognized by their trademark image; while our brand image is continuously changing, we will always stick to our core marketing themes that make the Skinny P great:
-A focus on the food. -Doing good while doing good business. -The Skinny Pancake is fun!
A FOCUS ON THE FOOD: CELEBRATING THE CREPE! • Crepes aren’t just for breakfast. • Crepes are versatile across occasions, meal periods, dietary preferences. • Crepes are awesome to-go foods.
WE MAKE THINGS THAT AREN'T CREPES. • Burgers, sandwiches, salads, sides + shares. •Coffee + espresso • Alcoholic beverages
WE'RE DELICIOUS
• Quality, local sourcing.
• Serious culinary chops: • New menu items, seasonal variations, upsells that create better flavor. • Showing off specials on a regular basis • Celebrating our cooks and the behind the scenes of “where the food comes from”
DOING GOOD WHILE DOING GOOD BUSINESS EMPHASIZING OUR VALUES:
• Care and compassion, transparency, character, community stewardship, accessibility.
EXTRAORDINARY COMPASSION AND SUPPORT FOR OUR EMPLOYEES:
• Using HR to generate a good PR and PR to generate better HR.
SOURCING LOCALLY AND TELLING THAT STORY:
• Celebrating the local businesses and individuals we work with.
ADVOCATE FOR A BETTER FOOD SYSTEM AND THE ENVIRONMENT:
• Using ShiftMeals to build collective gardens • Getting involved in regional and national efforts • Taking a stand when necessary and soliciting support or engagement
OUR RESTAURANTS ARE FUN PLACES TO BE:
• Colorful, comfortable, friendly spaces. • Warm neutral color palette gives a cozy and inviting vibe. • Excellent family atmosphere
THE SKINNY PANCAKE IS FUN! CREPES ARE FUN!
• Playful culinary creations with interesting and varied ingredients.
WE ARE SERIOUS ABOUT OUR WORK, BUT DON'T TAKE OURSELVES TOO SERIOUSLY.
• Using lighthearted copy across mediums • Offering points of personalization on the human level across all locations • Always being open to feedback
FUN USER EXPERIENCE ACROSS BRAND TOUCHPOINTS:
• Social media, website, in person ordering, online ordering, reservations, etc.
BEING AT EVENTS WHERE PEOPLE GATHER AND HAVE FUN!
VIBE CHECK
THE SKINNY PANCAKE SHOULD BE PERCIEVED AS A FUN, WELCOMING AND ACCESSIBLE ENVIORNMENT FOR A MULTITUDE OF CUSTOMER BASES. The warm neutral color scheme of our locations, paired with bespoke and reclaimed building materials, serves to create a comfortable and inviting vibe while maintaining a fun and functional aesthetic.
These color and aesthetic choices are reflected in our external output: social media graphics and photos, newsletters, print and web advertisements, flyers, posters, brochures, merchandise, etc.
BRAND COLORS
Background + Body
Primaries + Text
Accent Colors
Main Colors
Buttermilk 00/09/19/00 251/232/209 #149
Menu Brown 43/80/87/66 071/030/013 #4975C
Apricot 00/30/76/03 243/180/083 #150C
Spice Melange 08/75/100/0 209/106/57 #7578C
Bluebird Day 86/33/43/07 57/126/134 #7713C
Toasted 00/25/53/00 244/198/142 #148C
Griddle 60/72/65/73 044/030/030 #BLACK 4C
Sunshine 00/36/100/0 240/175/069 #7409C
Home Depot 00/50/100/00 241/093/046 #171C
Sage Advice 46/37/80/12 136/132/85 #5767C
Biscuit 00/14/57/00 255/218/131 #1205C
Orchard 30/93/100/37 116/43/30 #1815C
Punkin’ 09/63/100/0 211/126/61 #158C
Rusty Truck 08/75/100/0 209/106/57 #7598C
Rosè All Day 10/42/36/0 215/163/151 #487C
LOGOS & ASSETS ALBANY SPECIFIC LOGOS
LOGOS & ASSETS
CHARACTERS
CHARACTERS
FONTS & TEXT Logos:
Headers & Decorative
Revolution
KC BUBBLE SERIF KC ACME HAND INKED
Attic Bold
KC ILL HAND
Body & Copy
CHELSEA MARKET
Averia Serif Light
KC RAGSAK
POMPIERE (ALL CAPS ONLY)
KC WEASELFACE
KC BEEBOSLOTH CONDENSED
KC TRIP SERIF
Decoy Regular Decoy Light
KC CHEATIN SNAKES Decoy Black
If you find yourself unable to use any of these fonts in a pinch, please try your best to use appropriately styled fonts- block/bubble fonts for headers and simple serif fonts for body text.
BACKGROUNDS & TEXTURES
THE NO-NO'S
Please do not use any of the following fonts!!
Color and size consistency in text
Lobster (especially in all caps!) Comic Sans
Please don’t change the colors of words or letters within the same body copy. There is no reason that a menu should have more than one color of text in the content.
Zapfino
Impact Marker Felt
Party LET Noteworthy
-any tall, thin font that may be hard to read -any font that is too playful. Skinny P is not a Mcdonalds’s playplace
Oat milk latte...4 Mocha latte...5 Oat milk latte...4 Mocha latte...5
Please keep text sizes consistent throughout body copy and headers. Oat milk latte...4 Mocha latte...5
Oat milk latte...4 Mocha latte...5
Hard to read text/content
Skinny P Skinny P Skinny P CAGE-FREE EGG, CABOT CHEDDAR, SPINACH, CARAMELIZED ONION, ROASTED SQUASH AND PESTO*