TASC Brand Guidelines

MARKETING&BRAND GUIDLINES

GROW WITH US

When we garden, we foster wellbeing. As we dig and plant, we connect with ourselves and nature in the moment. Creating a garden asks us to be rooted in the present and optimistic about the future.

The best gardens are created with patience, attention and nurturing. When we foster theses qualities in the garden they develop within ourselves and our relationships.

VISION

Expand the TASC brand by innovation, value and precision.

Provide consumers with products that contribute to wellness of body, mind and soul.

WHO WE ARE

What is our Identity? Our ideology?

We believe sharing is caring. Transparency is an important part of our company. We work openly with our suppliers and retailers to find ways to share our innovation, success stories, ways to improve, and accept criticism. Everyone’s thoughts are valued and we believe two minds (and perspectives!) are better than one.

We believe in doing right, even if it isn’t easy. The consumer is at the heart of our business. Every decision we make is to improve the quality, experience, enjoyment, and success of the consumer. Profit is a symptom of being sincere and doing the right thing.

Why?

An annual marketing plan helps you set you on the right course to make your company’s business goals a reality. Think of it as a high-level plan that guides the direction of your team’s campaigns, goals, and growth.

S. O.

W. T.

STRENGTHS

Our retailers ask us all the time what else can we buy from you. WE generate sales and profit growth.

Our company has very low cost and overhead is flexible and able to produce where the business is.

We have extremely dedicated, smart, contributing employees.

Self Financed

WEAKNESSES THREATS

Lack of budgeting and understanding of the financials.

Management: Lack of structure, process and procedure.

Communication

Not enough business in the US: Currency issues / Cost

New product & product line introductions

Creating an DTC store connected to website

Expand our business in the US

New ERP System. Get better organized and get grip on the business, cut down on waste of time and money

Sufficient line of credit

Competitions innovation

Stagnating sales

Lack of new products

Currency fluctuation

We strive for value & precision. for the best price. Precision managing the details. Creating the heart of everything we

precision.

Value is the best quality Precision is “no mistakes” and

Creating value and precision is at we do.

SHORT TERM GOALS

What are the short term goals? How do we get there?

Create a Direct to Consumer brand that covers all of our offerings. Take ownership of the way our brand is marketed and sold, and help us reach new audiences, and also become a motivator for your retail partners to choose us over our competition.

Grow our audience. Reach new and emerging markets and audiences that may not shop at our existing retail partners.

Explore new platforms for sales

Use website as a testing ground to place and prototype new offerings.

Organize and Structure

Build a cohesive company and brand that operates with one vision for the future.

Tulip Pick Farm

Continue to leverage our pick farm to generate content, expand the brand awareness and give insights through data.

Why?

A logo should reflect the vision, mission & values of a brand. We have introduced a new logo to help shepard in the rebranding of TASC. The typeface used is a fine mix of classic serif design and modern lines. The curves and transitions from heavy to thin lines give it a sexy feel. The outside circular element provides an element of strength to balance to the feminine lines in the typeface. The smaller dot is a nod to the elements in nature in which TASC relies on, water and sunlight.

SleekCurves WaterElement

Vibe: Strong - Modern - Sexy

StrongCircular Element

R

The color green can inspire feelings of life, vibrancy and nature

Nature’s favorite color – if nature does have a favorite color. Associated with the season of spring, it is a symbol of life, new beginnings, safety, fertility and environment; green is also a status symbol for money, banking, ambition, and wealth.

Undeniably though, it has healing effects to us, both physically and emotionally, and is known to have a soothing effect to human vision. Since it takes dominance in the natural world, green takes a lot of space in the human eye’s spectrum. So, it is an ideal background for any kind of design because it is visible anywhere.

Why?

R 34 G 34 B 34

The color black can inspire feelings of prestige, value & sophistication

As mysterious as the shadows, black is the absence of colors. But it doesn’t give you absent feelings, rather, black shows strength, authority, sophistication, and elegance

It is a corporate color: a prestigious one that is. It boosts confidence, and teases a lot of possibilities.

R 255 G 206 B 2

The color yellow can inspire feelings of positivity, hapiness and optimism.

This vibrant color – often associated with sunshine – is all about the merriness in the world. It embraces people with warmth, boosts mental activity, makes us cheerful, and generates muscle growth. Use this color if you want to get attention like the color red, however, overusing it is not recommended.

MONTSERRAT

The old posters and signs in the traditional Montserrat neighborhood of Buenos Aires inspired Julieta Ulanovsky to design this typeface and rescue the beauty of urban typography that emerged in the first half of the twentieth century. As urban development changes that place, it will never return to its original form and loses forever the designs that are so special and unique. The letters that inspired this project have work, dedication, care, color, contrast, light and life, day and night! These are the types that make the city look so beautiful. The Montserrat Project began with the idea to rescue what is in Montserrat and set it free under a libre license, the SIL Open Font License.

MMontserrat Thin Montserrat Thin Italic

Montserrat Extra Light

Montserrat Extra Light Italic

Montserrat Light

Montserrat Light Italic

Montserrat Regular

Montserrat Italic

Montserrat Medium

Montserrat Medium Italic

Montserrat SemiBold

Montserrat SemiBold Italic

Montserrat Bold

Montserrat Bold Italic

Montserrat Extra Bold

Montserrat Extra Bold Italic

Montserrat Black

Montserrat Black Italic

sew theseeds

GROW WITH US

Created By: Julieta Ulanovsky

The typeface is based on 1920’s-1950’s lettering in the historic Monserrat neighborhood in Buenos Aires, Argentina.

MONT SERR AT 12345 67890

Tulip Pick Farm

Fenwick, Ontario

HOW WE REPRESENT THE BRAND

When speaking with Clients, Consumers, Retailers & the Press it is important to remember that you are representing TASC. There needs to be a level of consitency to the message received by anyone we come in contact with. There should be no case where anyone responds with I, Me or Mine. TASC is us..

We are TASC. We represent TASC and the building of THE BRAND TASC. Hopefully after reading through this document you have a better understanding of what TASC is and the way in which we wish to do business, service our customers and conduct ourselves on behalf of the company.

We are a small company and we need to rely on one another. If you have an idea, we want to hear it. Not everyone sees things through the same lens so you are encouraged to voice your ideas.

WE are TASC

Let’s GROW TOGETHER!

Personality - Stylish, Modern,

Voice - Confident & Friendly

Tone - Sincere

Essence

Values

Be Innovative

Be Creative

Be Yourself

Be Sincere

Values

Pillars

Value & Precisiion

Personality

Innovation

Exceed Expectations

Pillars

Understanding your audience(s) /////////

Customer personas are a tricky thing. People often times aren’t that easy to categorize. Because you sell something that’s broadly used, your audience is inherently broad.

The best brands, however, create offerings that consider the motivations of many types of customers and they taylor their message, and distribution to meet them where they can have the most impact

Millennial Demographic Summary

When in doubt, think of millennials as the kids who came to age during the Internet boom. They’re techsavvy, but they weren’t born with smartphones in their hands (that’s Gen Z, by the way- they’re the ones Tik Tok-ing).

Here is a quick summary of the unique demographic traits:

• Consumers born between the early/mid-1980s and the mid-1990s

• Massive, incredibly diverse group of consumers.

• United States’ largest generation

• Entering prime spending years and largest wealth accumulation phase.

• Fiercely loyal with a high lifetime value.

• 60% of their shopping online.

• Money-conscious, having lived through the Great Recession

Distrust Traditional Advertising

This is the big one. It’s no secret that millennials avoid old-school ad formats and are skeptical of advertising in general.

Pop-up ads, cold calling, and anything that feels too much like a traditional commercial isn’t going to resonate as well with the millennial crowd.

Instucional HowTo’s

Rather than disrupt and shove marketing messages in their faces, marketers are tasked with reaching these consumers organically or through ads that are presented as something “real.”

Interested in Experiences and Authenticity

Millennials love to share their latest purchases and likewise rely on friends and family to keep them in the loop on product recommendations.

That’s why so many brands targeting millennials focus on authenticity and customer stories.

Committed to Beliefs and Values

According to research by Sprout Social, millennials are the demographic most interested in values when it comes to the brands to support.

PickFarm Stand for Something

In other words, companies marketing to millennials shouldn’t shy away from social issues including sustainability and diversity.

Although addressing potential controversial topics is tricky for brands, younger buyers today expect companies to take a stand on social issues important to them.

Patagonia is a brand who has historically pushed their values to the forefront of their business, and built a lot of brand advocacy because of it.

Generation X Demographic Summary

Anyone born between the years 1965 and 1980 is considered a member of Generation X. Packed tightly between loudmouth Baby Boomers and Millennials, Gen Xers are often dubbed America’s neglected “middle child.” A Pew Research report from 2014 highlighted some trends between Baby Boomers, Generation X, and Millennials which found Gen Xers to fall in the middle of just about everything, like the number of Facebook friends and patriotism while calling themselves the least distinct generation of the three.

Here is a quick summary of the unique demographic traits:

• Consumers born between the mid-1960s and the early-1980s

• they are at their highest-earning years and are on their way to reaching the top of their profession

• Generation X currently makes up 31% of the total U.S. income

• They tend to share some qualities of Millenials and also some of Baby Boomers

• Gen X loves social media — 95% of them use Facebook

• 72% of Gen Xers use the internet to research businesses

• 35% of Xers in the U.S. have college degrees, compared to only 19% of Millennials. This means that they tend to hold more powerful positions in organizations

They prefer marketing that is more personal and authentic

Most Gen Xers are now parents and prefer to consume media that reflects their values. They also prefer brands who are authentic. Be transparent and don’t hide agendas or values from this generation — they will see right through it. Try to be forward with your intentions, no “smoke and mirrors.”

Keep it personal

Appeal to Gen Xers by rooting conversations in real-world possibilities by showcasing everyday life and situations. Keep the sales tactics to a minimum — this is a big no-no for this generation.

They’ve seen a lot

Gen X (as a whole generation) has been through the moon landing, the Cold War, the internet revolution, the Y2K crisis and everything in between. They have seen a lot of ads and been the target of a lot of marketing, which means having an authentic message throughout your marketing is very important.

Have great customer service

Provide timely responses and rectify any issues immediately. If you provide a great experience, Gen Xers are likely to become repeat customers and provide positive reviews.

Meet the New Gardener

With the success of the TASC Tulip Pick Farm in Fenwick, Ontario we have a strategic advantage over some of our competitors. Some of these advantages are by using our collected data to diversify beyond our retail accounts, creating more opportunities toreach consumers through online/DTC opportunities. The Pick Farm has also allowed us to reach new audiences and set us on a road to building a brand that has meaning and creates fans. This can lead to building an online consumer base that in turn strengthens our in store conversion.