Brand Book_Native Trail

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Brand Guidelines 2020

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native trail BRAND GUIDELINES 2020


Brand Guidelines 2020

This brand manual has been designed as a part of the 8th Semster project “Impact Edge� at Srishti Institute of Art, Design and Technology, Bengaluru, India by Ria Sharad Shah in 2020.


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Brand Guidelines 2020


Inside This

01 Introduction

05 Brand

Parent Brand Context Goal Target Audience

Value Proposition Mission & Vision Brand Attributes Brand Values Tone of Voice Sustainable Goals Brand Archetype Brand Name

16 Visual Identity Logo Typography Color Imagery Graphic Elements Communication

58 Application Advertisments Stationary Mailer Digital Ad Catalog Packaging


Brand Guidelines 2020

Parent Brand - Industree Foundation Established in 2000, Industree Foundation holistically tackles the root causes of poverty by creating an ownership based, organised creative manufacturing ecosystem for microentrepreneurs. Industree envisions a world in which millions of producers rise out of poverty by building sustainable livelihoods in creative manufacturing. Industree Foundation’s comprehensive approach helps communities assess their traditional skill base, organise them into production units, develop products that appeal to modern markets, and create consistent demand to create sustainable businesses at the lowest possible costs.

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The Context It is a sustainable brand that bring natural leaf plates and bowls to the consumers right from the source of production. The brand focuses on being fresh, and natural while supporting the women that are working on this in the Kandhamal District of Odisha . The brand aims to increase demand by appealing to newer markets and audiences by being modern and premium, while staying true to the roots.


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Our Goal Introducing a sustainable brand to urban and younger audiences through storytelling, to increase demand and build livelhihoods for the women belonging to Kui Tribe.

Pre-Production

Production

Post-Production

SHG meetings Collection of Sal-Siali leaves Segregation of leaves Training

Stitching of leaves into khalis. Transporting to pressing unit. Gluing of khalis. Pressing of the khalis.

Storage Transporting to market Sale

Focus Area: The increased supply can be put to use with increased demand.


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Our Target Audience Based on the “Diffusion Curve Theory� developed by E.M. Rogers, the target audience for Native trail would be : Innovators: these are people who want to be the first to try the innovation. They are venturesome and interested in new ideas. Early Adopters - These are people who represent opinion leaders. They are already aware of the need to change and so are very comfortable adopting new ideas.

Early Adopters 13.5

Innovators 2.5%

Early Majority 34%

Late Majority 34%

Laggards 16%


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THE BRAND


Brand Guidelines 2020

Value Proposition Handcrafted traditional utility tableware, which are not only a sustainable way of living but also align with the values and impact the tribal communities for a better standard of living. The value proposition is based on the morals that come from the four pillars of sustainability and from those that make the product. The tribal community of Kandhamal have an innate nature of being frugal, returning to their resource provider, and sustaining themselves with what is available. These tribal sensitive practices align with those of the sustainability pillars and create a circular economy, with reduce, reuse and recycle. Fair-trade relationship of the brand with its producer ensures that the chain of returning the producer is completed and we make our consumers “conscious consumers�.

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Brand Guidelines 2020

Mission Becoming an Indie house hold brand that narrates the story of a small community nested in Odisha, to different people across the world. We believe that when producers have access to an enabling ecosystem they are able to pursue their futures with dignity, and that when women earn they are empowered at home and in their communities.

Vision Industree builds sustainable livelihoods in the farm and creative manufacturing sectors to ensure that underemployed women can have high and regular incomes, decent and equitable working conditions, and resilience to life crises.

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Brand Attributes & Position Functional Benefits Disposable plates that can be used for any event due to its sturdiness and antibacterial qualities.

Emotional Benefits Achieve a feel good factor every time the product is used in front of people.

Social Benefits To feel like a responsible consumer by creating a positive impact on the society and the environment.

“Fair to the planet and its people�


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Our Brand Values

Native Sustainable Fair Trade Quality


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Our Tone of voice

Traditional Inspiring Inclusive Factual


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UN SDG’s

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(Sustainable Development Goals)

Our Social Entrepreneurship model with an emphasis on creating livelihoods for women contributes towards the fifth United Nations Sustainable Development Goal of Gender Equality.

The self-help group and producerowned distributed manufacturing model generates increased incomes and job stability for artisans and contributes to the eighth United Nations Sustainable Development goal of decent work and economic growth.

By creating a market for natural fiber products and converting waste material into useful products, Industree’s work is contributing to the eleventh United Nations Sustainable Development Goal of Responsible Consumption and Production.


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Everyman Archetype The primary archetype of the brand is everyman as it evokes the emotion of “belonging�. The brand gives the consumer an opportunity to belong to something larger than themselves and make them empathetic towards each other.

Promise Everyone is equal.

Goal To belong.

Tone of voice Empathetic

Fear Not being welcomed

Desire Connect with others. Strategy Develop common virtures and blend


Brand Guidelines 2020

Brand Name

native trail A native trail suggests a path that each person is supposed to take, and as a conscious consumer our native trail is to reduce, reusue and recycle. Native Trail also has an indigenious sound to it and brings forest to the minds of the people, which talks about the source.

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Name Usage

trail native Do not interchange the order.

native~trail native The words should not be split with any extra element that might come in the way of reading.

/

trail

The brand needs both the words together, and must not be used individually.

NATIVEtrail nativeTRAIL

nativetrail native trail

The brand needs both the words together, and must not be used individually.

There should be always be one space gap between the two words. Nothing more or less.


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VISUAL LANGUAGE


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Inspiration Board

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Mood Board

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Our Logo The logo symbol is a culmination of three important aspects of the context, the women, the route they take and the leaves used for the plate which when put together creates a native trail.

Woman

Leaf

Route


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Primary Logo Master logo for the brand is a compilation of the word mark and its symbol in a portrait alignment. The word mark and the symbol together comprise the brand values and the essence.

native trail


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Secondary Logo The secondary logo is a compilation of its elements in a landscape format. The symbol alone can also be used as a logo item when there are specific requirements.

native trail plates from our roots


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Brand Guidelines 2020

Logo Usage

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native trail

Always keep the integrity of the logo intact in any uses made.

native traiil tra

native native trail trail native trail Do not change propotions, orientation, or angles.

native trail Do not give outlines, Drop Shadow or change colors


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Black and White This color combination must be used only if absolutely necessary and must be printed with the same values.

native trail


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Our typeface is Mueso. The typographic palette of fonts for Native Trail come from the super family Mueso. The choice of typeface family has been done so to keep a clean contrast between the logo and word mark. Museo also being a super family of sans, slab and Serif gives the brand a variety to create a distinction and highlights. If not available use Montesserat.

native trail plates from our roots

Museo Slab

Museo Sans


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Typefaces Museo Slab Logo/Pull-Out

Mueso Slab 700

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Mueso Slab 300

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Mueso Slab 500

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Logo


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Typefaces Museo Sans Body/Sub-header

Mueso Sans 700

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Mueso Sans 300

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Mueso Sans 500

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Typefaces Museo Header/Logo/Pull-Out

Mueso 700

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Mueso 300

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Mueso 500

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Brand Guidelines 2020

Type Guideline For the typography, avoid using anything other than Museo Sans for most of the body type to keep information clear. Make sure at all times, every piece of text with the brand identity is readable and clear of any other hinderances.

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Brand Guidelines 2020

The color pallete Our color pallete has been completely influenced from the context itself and hence is earthy and paste. It enhances the impact of being natural and raw.

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Primary Colors

#2c613c

#e2ddcb

#2c613c

#9fe25f

C: 59% M: 0% Y: 69% K:62% R: 44 G 97 B 60

C: 3% M: 4% Y:14% K:8% R: 226 G 221 B 203

C: 59% M: 0% Y: 69% K:62% R: 44 G 97 B 60

C: 33% M: 44% Y: 67% K:9% R: 150 G 130 B 95

Forest Green

Sky White

Siali Green

House Brown


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Secondary Colors

#ceae69

#2c613c

#da7c49

C: 0% M: 16% Y: 58% K:22% R: 206 G 175 B 105

C: 40% M: 69% Y: 80% K:41% R:109 G 67 B 46

C: 11% M: 60% Y: 79% K:1% R:218 G 124 B 73

Dried Leaves Ochre

Houses Orange

Mud Brown


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Color Usage All the possible colors that can be used for any artwork created under the brand.

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Brand Guidelines 2020

Color Usage Any color combination with not enough contrast should be avoided to maintain visibility.

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Colors Usage Propotions

Majority use. 50%

30%

Least use. 20%


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The brand imagery is key to show the diverse community and connect people to what they can’t experience.

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Activities While capturing the tribe performing any activity, keep them in a positive and empathetic emotion rather than a negative and sympathetic light. Make it look like hardwork but not a struggle.


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Portraits They should be clear, and no background disturbances Portraits should have a sense of amazement and clarity to it, making the audience feel like they are a part of the scene.


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Emotions Bring out emotions in the rawest form possible, to show the beauty of strength, happiness, power and love.


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People and the forest Bring out activites as they are being done while keeping a human element to highlight the activity as well as the humane nature of it.


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Spaces In the spaces try and incorporate as many natural elements as possible such as forests, mountains, mud, stone, wood etc. to enhance to impact of the native behavior.


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Use of light Use sun ight to capture different elements and textures which can create a unique element of focus.


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Do not Do not have multiple subjects creating an element of confusion. Do not show anything with a bad quality. Do not use under exposed dull imagery.


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Product Photos


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For the product photos highlight them in different ways that show its premium quality, keep them well lit, and show variety. Maintain a pastel color pallete.


Brand Guidelines 2020

Graphic Elements Any supporting graphics used to highlight a layout, or design needs to be contextual and add an element of story telling. You can create illustrative graphic elements more than those mentioned that come from the context and add value.

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Brand Guidelines 2020

The stitch circle The pattern of the stitches created on the plates make an interesting structure to highlight the logo or the subject within it, can be used as a whole or in parts.

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Brand Guidelines 2020

Journey An illustrated journey of the women that narrates the process and different natural elements. This can be used in any context where there is a large need for visuals than words.

Mailer Banner.

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Brand Guidelines 2020

Elements Single elements that have been taken from the logo as well as the context to create fillers and can be used in in any context.

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Brand Guidelines 2020

Pattern There are a set of three patterns inspired from the logo, and the context which can be used for printmaking, seperators, layouting etc.

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Brand Guidelines 2020

Our brand voice is important, we want to sound like a community trying to build and help each other. We dont want to create gaps amongst the community, and make one sound like they are better for the other. Always be Inclusive, Inspirting, Factual and Traditional.

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Be factual Point out facts that could inspire the audience to create a change the way people make purchases. Highlight the product clearly in content, with its qualities and uses,

Do not highlight the community in a negative tone to get audience.

Give audience a direction

Take the audience on a journey but make it sound powerful instead of sad and sympathetic.

Engage the audience through narratives but give them a direction to go. Lead the way but don’t be pushy. Content should make them willing from within.

Highlight the women in their glory, but with need.

Give answers to “Why” “Where” and “How”

Be narrative

Be Inclusive

Create content in a storytelling format instead of jotting down points of benefits.

Use words such as together, we, us,our, Let’s etc. to show that we are in this together for upliftment of the community and the planet.


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Guidelines in Practice

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Cardboard/Bamboo strips.

Jute/Siali Fiber

Shrink Wrap


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Branding Sleeve Brown Paper

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The guidelines encase the values of the brand and create the imapct we want, they are fairly flexible and can be used for a variety of applications


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PLATES FROM OUR ROOTS


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native trail plates from our roots


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