BRAND IDENTITY GUIDELINES NOVEMBER 2017 v1.0
TABLE OF CONTENTS
1. 1.1 1.2 1.3 1.4 1.5 1.6
INTRODUCTION Guidelines ...................................02 Our Concept ..............................03 Our Story ......................................05 Our Values ..................................07 Our Tone ......................................09 Our Tagline ..................................11
2. 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8
LOGO DETAILS Logo Concept ............................14 Positive Logo ...............................15 Negative Logo ............................17 Logo with Tagline ........................19 Logo Proportions .........................21 Logo Positioning ..........................23 Logo Sizing ...................................25 Logo Variations ...........................27 i. Black Variant ii. Flavour Variants 2.9 Logo Do Nots ..............................33
3. 3.1 3.2 3.3
COLOUR PALETTE Primary Colours ...........................36 Secondary Colours .....................37 Colour Codes ..............................38
4. TYPOGRAPHY 4.1 Our Style ......................................40 4.2 Authorised Fonts i. Arial Rounded MT ...................41
ii. Gotham ..................................43 iii. Edo ..........................................45 4.3 Type Hierarchy ...........................47 4.4 Do Nots .......................................49 5. IMAGERY 5.1 Visual Tone ..................................52 5.2 Sample Imagery i. Pineapple ...............................53 ii. Kiwi ..........................................55 iii. Grapefruit................................57 iii. Dragonfruit .............................59 5.3 Products ......................................61 6. 6.1 6.2 6.3 6.4 6.5 6.5
GRAPHIC Graphic Quality ...........................64 Illustrations ....................................65 Patterns and Textures .................67 Icons .............................................75 Design Element ...........................77 Metaphor ....................................79
7. CHARACTERS 6.1 Concept ......................................82 6.2 Characters i. Pineapple Punk ......................83 ii. Kiwi Quirk .................................84 iii. Grapefruit Galore ...................85 iii. Dragonfruit Daze ....................86 6.3 Infographics ................................87
8. STATIONERY 8.1 Concept .....................................92 8.2 Business Card .............................93 8.3 Memo Card ...............................95 8.4 Letterhead .................................97 8.5 Envelope ....................................99 8.6 Folder ........................................101 8.7 Stationery Sets ..........................103 8.8 Email Signature ........................107 9. PACKAGING 9.1 Concept ...................................110 9.2 Material .....................................111 9.3 Layout .......................................113 9.4 Mock ups ..................................115 10. APPLICATION 10.1 Concept .................................120 10.2 Posters .....................................121 10.3 Information Posters ................127 10.4 Standee ..................................129 10.5 Showcase ...............................131 10.6 Decals .....................................133 10.7 External Advert ......................135 10.8 Mass Promotion .....................137 10.9 Vehicle Livery .........................139 10.10 Website ..................................141 10.11 Social Media .........................143 11. Contact Details ........................145
1. INTRODUCTION
INTRODUCTION
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GUIDELINES To maintain the authenticity and consistency of the visual identity and to protect it from any distractions, we have created this Brand identity manual. The Brand Identity manual provides the rules applying to the visual identity system. It is the grammar which applies to the logo, typeface, colours and structure of the space. However, those rules should not stop further improvements, well considered changes and creative experimentation. Through the manual raw circles have been used as a metaphor for our fruit chips. They appear in four colours that represent our four fruits, a design element that can be used to reiterate our flavours. Blocks of textured Kraft paper are also used to highlight certain text in a section to create a visual sense of heirarchy.
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INTRODUCTION
OUR CONCEPT
Rayos is a modern health food brand that produces dehydrated tropical fruit chips as a healthy snacking option for anybody who wants to be healthy but can’t commit to dieting or give up snacking. It provides all the goodness of the fruit with the crunch of a crisp which make them the perfect guilt-free munchies in a variety of flavours.
INTRODUCTION
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INTRODUCTION
Our story seeds from 2015 when our founder went on a sabbatical whilst pursuing Environmental Science. While discovering a range of regions she travelled, she began to notice how a common issue for backpackers like herself was their food. Being healthy and utilitarian eaters, they always ate fruits because of their viability and energy yielding benefits. However, storage was an apparent issue with fruits, once a few slices were eaten the fruit couldn’t last long without proper refrigeration. This got her thinking - Before refrigerators how did people preserve food? They dried it out.
HERE IS THE STORY OF THE CREATION OF OUR WORLD!
INTRODUCTION
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OUR STORY The Romans dried their grapes and the Persians dried their Apricots, why couldn’t the same be done to these fruits so they could last longer? On returning from her expedition, she began to oven dry and dehydrate fruits that she had eaten at all the tropical locations she had visited; everything from Pineapple, Grapefruit, Kiwi and Dragonfruit. She learned that the fruits don’t only retain all their goodness but also gain a third dimension of crunch that make them the perfect healthy snacking option for everyone. The product has the taste, the health and the durability all packed in one ultimate crunch.
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INTRODUCTION
OUR VALUES At Rayos, it is our aim to make the world of high-quality, dehydrated nutritional edibles less daunting and more accessible to all of our customers. We have prepared a range of organic nibbles that provide the goodness of fruits with the crunch of a chip to deliver to you a new experience of healthy snacking. We offer the whole tropical experience to you with our savour-worthy flavours of pineapple, grapefruit, kiwi and dragonfruit, brought to you through our delights.
INTRODUCTION
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INTRODUCTION
FUN • CHEERFUL • BOLD • BRIGHT QUIRKY • TROPICAL • ENGAGING YOUNG • CONFIDENT • OPTIMISTIC
INTRODUCTION
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OUR TONE
Our concept and values guide what content is created for the brand however it is the tone that is used which creates consistency in how that content is put forward. It is essential to keep the essence of the following words in mind when communicating on behalf of our brand to maintain our prominent tone of voice which allows our brand’s personality to surface.
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INTRODUCTION
OUR TAGLINE Our tagline is an expression of our brand - a crisp memorable phrase that is the essence of who we are, what we do, and how we do it. It is important to include the tagline in communications with the consumers to reiterate our ethos and help remind them of our brand’s promise. “Crunch the guilt’ is the only tagline approved for use by Rayos. Do not alter or add to the tagline or create unique tagline or slogans.
INTRODUCTION
crunch the guilt
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2. LOGO DETAILS
LOGO DETAILS
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LOGO CONCEPT When dehydrated, fruits slices flatten and their edges wither taking on a more raw shape, however they tend to retain their nutritious value and fibre. Our logo highlights these features of the process of dehydration with its organic structure and spacing which makes it look chip-like whilst still alluding to a fibrous fruit. How we use our logo is crucial in keeping its visual meaning and identity intact. While certain aspects of the logo can be altered without losing impact and recognition, these options are limited.
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LOGO DETAILS
LOGO IN POSITIVE It is essential that the logo is used correctly and consistently in all forms of communication. It should never be redrawn, modified or enclosed in a box or frame (unless specified in this manual). The logo should only be reproduced in the authorised colour palette in its positive or negative form. The positive version of the logo is to be used strictly on white. This logo has to be replicated in corporate scenarios such as Email Signatures in order to maintain our standard of suitable design and have an impact.
LOGO DETAILS
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LOGO DETAILS
LOGO IN NEGATIVE
The negative version of the logo is placed on the brown Eco Kraft paper texture that is used for the packaging of the product as this version of the logo can have a higher visual impact on the consumer. It should not be used on other colours and the brown used should be the tone and texture specified within the manual. The logo should never appear within a contained box unless specified.
LOGO DETAILS
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LOGO DETAILS
TAGLINE
The standard logo can be used in combination with our tagline as well to enhance our brand message.The message of the tagline is simple: ‘crunch the guilt’ - it resonates with not only the crispness of the brand but also how efficient the product is. The tagline is only to be placed as shown on the left, under the logotype, following the descender of the ‘y’ of Rayos to serve as a balanced visual.
LOGO DETAILS
crunch the guilt
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LOGO DETAILS
PROPORTIONS The exact construction of the Rayos logo is a fundamental part of its design. Although the logo is organic by nature it is designed on the basis of visual criteria and equal proportions. The space around the logo is equally important. A minimum space of ‘X’ amount of distance should be maintained around the borders of the logo. Whenever words or designs appear near the logo this freezone should be maintained, this will help with the positioning of the logo correctly as well.
LOGO DETAILS
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LOGO DETAILS
POSITIONING The logo should always be positined at the top of a page or design with either of the three alignments depending on the context. The mentioned freezone should always be maintained around the logo when positioning it. The logo can not be used vertically or in any other orientation other than horizontal. When placing the logo on coloured backgrounds or images a panel should be created of a white or brown Kraft background and logo should be placed within the panel and not on the colour or image directly.
LOGO DETAILS
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LOGO DETAILS
SIZING To maintain full legibility, never reproduce the logo at a width where the logotype covers less than 1 inch for print and 175 pixels digitally. When the logo is being reproduced with the tagline the tagline should not be smaller than 1inch in width. There is no maximum size limit, but use discretion when sizing the logo. It should always be at a comfortable size in comparison to the rest of the page. The logo should never be pixelated under any circumstances, or put in any sitution that comprimises its legibility or prominence.
LOGO DETAILS
1in
crunch the guilt 1in
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LOGO DETAILS
LOGO VARIATIONS Colour variations of the logo have been developed for flexibility within the brand. In instances where only one colour prints can be taken in black and white the black variant of the logo should be employed. The logo has also been reproduced with the secondary colours of the brand so each flavour has its own identity and representation for the consumer to relate it to. These flavour variants are only to be used as displayed here and not in one whole colour. Note- The colour variants are only to be used when referencing that specific flavour and are not for general representation of the brand.
LOGO DETAILS
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BLACK VARIANT
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LOGO DETAILS
PINEAPPLE PUNK VARIANT
LOGO DETAILS
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KIWI QUIRK VARIANT
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LOGO DETAILS
GRAPEFRUIT GALORE VARIANT
LOGO DETAILS
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DRAGONFRUIT DAZE VARIANT
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LOGO DETAILS
DO NOT
Do not skew the width or height. Do not outline the logo. Do not alter the size or proportions. Do not apply any gradients. Do not use the visual mark within text.
LOGO DETAILS
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RAYOS Do not change the typeface. Do not rotate to any degree. Do not add any external colours. Do not add effects like shadows.
Do not put on complex backgrounds.
3. COLOUR PALETTE
COLOUR PALETTE
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PRIMARY COLOUR The primary colours is a neutral shade of brown that reflects the natural brown of Kraft paper which represents the organic look and feel of Rayos. It is important for the consumer to see the colour and associate it with a feeling of something organic to ease the idea of our product.
PANTONE® 465 UP
RGB 177 | 150 | 110 CMYK 22 | 33 | 68 | 8
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COLOUR PALETTE
SECONDARY COLOURS
PANTONE速 129 C RGB 294 | 207 | 105 CMYK 2 | 18 | 70 | 0
PANTONE速 7490 CP RGB 61 | 129 | 62 CMYK 61 | 24 | 70 | 21
PANTONE速 173 CP RGB 208 | 96 | 68 CMYK 13 | 73 | 80 | 5
PANTONE速 7425 CP RGB 172 | 63 | 130 CMYK 31 | 80 | 25 | 8
The colours in the secondary colour palette have specific function. They reinforce our flavours and can be used for graphic elements. However, not not be misused or used out of context.
COLOUR PALETTE
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COLOUR CODES
PINEAPPLE
KIWI The secondary colours are linked to different types of fruits. They are intended to be learned by the customer over time. This system of colour coding makes it easy to distinguish flavours without specific mention. The name of every flavour belongs to specifically one of four colours and should be written accordingly.
GRAPEFRUIT
DRAGONFRUIT
4. TYPOGRAPHY
TYPOGRAPHY
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OUR STYLE Our identity is very simple and organic which makes high attention to typography an important factor. Good typography is not only important for the overall impression of the brand identity, it also reflects on the quality of the products, the customer service and the efficiency of our brand as a whole.
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TYPOGRAPHY
ARIAL ROUNDED MT
Clean, Simple and rounded typography is used to represent the essence and personality of our brand. The typeface to be used for all Rayos communication is ‘Arial Rounded MT’ as seen on our packaging. It can be used in various sizes and in the specified weights depending on the context.
TYPOGRAPHY
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() Arial Rounded MT Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() Arial Rounded MT Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() Arial Rounded MT Bold
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TYPOGRAPHY
GOTHAM
Gotham has a big bold personality and is used for top level titles, large statements and pull out quotes. It is a clean, approachable typeface that effectively conveys information. Two weights of this typeface can be used to create heading hierarchies throughout communications.
TYPOGRAPHY
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() Gotham Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() Gotham Regular
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TYPOGRAPHY
EDO
Edo is a special font that is to be used specifically to list the flavour names. It can only be used in its corresponding secondary colours which enhances flavour recognition. When listing the flavours, any flavours with more than 14 characters should be listed in two lines instead of one, allowing for more breathing speace around the characters. They should also be centrally aligned in this case. Edo is not to be used within body copy when listing flavours; only when the names are used exclusively.
TYPOGRAPHY
PINEAPPLE PUNK
KIWI QUIRK GRAPEFRUIT GALORE
ABCDEFGHIJKLM NOPQRSTUVWXYZ Edo
DRAGONFRUIT DAZE
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TYPOGRAPHY
TYPE HIERARCHY
The following hierarchy is to be used as a guide to set type in any layouts. Adhering to these type proportions and specifications will ensure a consistent style across brand communication. Gotham regular is to be used for all titles and should appear in all capital letters. The subtitle should be at a proportionally smaller size and in a medium weight of Gotham. Arial Rounded should be employed for the majority of the text in all body copy at a minimum of a 12 point size.
TYPOGRAPHY
TITLE GOES HERE Gotham Regular
SUBTITLE GOES HERE Gotham Medium Body copy placeholder text Ovit facesseque atium rerunt arum quas etur simoluptaque eum si con con nos vid undis volut aut fugiat qui dit volorenihil imus con porianducit incimaion cum aut fugiat qui dit volorenihil imus con porianducit incimaion cum. Arial Rounded MT Regular
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TYPOGRAPHY
DO NOT
The overall identity of Rayos is crisp and functional without the use of any eye-catching effects. Which is why it is important that the typography used must be kept clean and consistent in every detail. A simple text, set badly can harm the overall impression of the identity. All text should always be appropriately aligned with proper sizing and spacing to ensure the overall consistency of the brand.
TYPOGRAPHY
All text should always be appropriately aligned with proper sizing and spacing to ensure the consistency of the brand. All text should always be appropriately aligned with proper sizing and spacing to ensure the consistency of the brand. Do not use Gotham for body copy.
Do not alter spacing between text.
All text should always be appropriately aligned with proper sizing and spacing to ensure the consistency of the brand.
All text should always be appropriately aligned with proper sizing and spacing to ensure the consistency of the brand. Do not left align any of the text.
Do not change the text leading. All text should always be appropriately aligned with proper sizing and spacing to ensure the consistency of the brand. Do not justify the alignment of text.
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5. IMAGERY
IMAGERY
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VISUAL TONE The images we use to convey our message are key, they add to the whole experience of our brand and can greatly enhance our emotional aspect in contrast to the operative typography. Images and patterns are not to be picked at random with mismatched styles of photography or contrasting colour modes or levels. The tone conveyed through our imagery should be refreshing, fun and bold. The engaging and attractive imagery should effectively envoke a desire for the product within our customers.
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IMAGERY
PINEAPPLE
IMAGERY
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IMAGERY
KIWI
IMAGERY
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IMAGERY
GRAPEFRUIT
IMAGERY
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IMAGERY
DRAGONFRUIT
IMAGERY
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IMAGERY
PRODUCTS
It is important that all photography is done by a professional so that our product is always displayed consistently and follows a clear stylistic consideration. For all product shoots a more neutral background should be used in shades of browns, white or black so the product is always in focus. If another colour is being used it should match the secondary colour pallete so it enhances the appeal of our flavours.
IMAGERY
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6. GRAPHICS
GRAPHICS
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GRAPHIC QUALITY
Rayos has a distinctive visual style supported by flat coloured graphics. Our graphics are all related to the flavours that we provide. These need to use hues from the secondary palette in a variety of tints and shades to compliment the specified pigment and show detail. Our illustrations of the fruits are carried forward and created into a repetitive pattern that can be used when portraying the specified flavour to add a fun graphic element.
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GRAPHICS
ILLUSTRATIONS
These illustrations are a representation of our fruit flavours. They are used to invite and engage people, expressing the friendly personality of the brand. These illustrations will be used on their corresponding packets and can also be used when communicating with the audience about a specific flavour.
GRAPHICS
Kiwi
Pineapple
Dragonfruit
Grapefruit
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GRAPHICS
ICONS Each icon on the right represents the dietary quality of our product. Each icon has been designed to be a part of this system and is not to be replaced by another icon that does not match. This is used as a set on the back of our packaging with the same proportions to inform people that the product is dairy free, egg free, gluten free, nut free, organic and vegan so they can easily identify any dietary restrictions
GRAPHICS
DAIRY FREE
EGG FREE
GLUTEN FREE
NUT FREE
ORGANIC
VEGAN
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GRAPHICS
DESIGN ELEMENT
The concept behind this design element is to take forward the four flavour variants of the logo and break those segments of the logo apart to be distributed onto four individual surfaces that would eventually come together like pieces of a puzzle. This is a design element that has been created for very specific use. It can be seen on Rayos stationery to add a pop of colour. Its can be recreated for the purpose of social media but has to be used appropriately.
GRAPHICS
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GRAPHICS
METAPHOR
In any instances where direct representations of the fruits and flavours is not required, this is an element that can be used as a metaphor. These are raw circles that have been created using the ‘charcoal - feather’ brush stroke which give them their organic feel. The circles strictly should be used in the colours from the secondary palette and should be linked to their corresponding flavours to have the desired impact of imitation.
GRAPHICS
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7. CHARACTERS
CHARACTERS
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CONCEPT Four flavour characters have been developed to add warmth and humour to our identity. They also strengthen the customer’s association of our colours. The characters are made up of two layers. They each carry forward their fruit illustrations as the first and are then given unique limbs of their own to enhance their character traits as a second layer. They are used prominently on the back of our packaging to put forth our process in a friendly style and can be used in this manner on our website or on other promotional visuals.
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CHARACTERS
PINEAPPLE PUNK
‘Pineapple Punk’ is a character that has been developed to represent our Pineapple flavour. The character’s edginess is shown through frayed edges but it still has an approachable and fun demeanour with its bright colour.
CHARACTERS
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KIWI QUIRK
‘Kiwi Quirk’ is a character that has been developed to represent our Kiwi flavour. The character’s quirkiness is shown through its offbeat core and wacky limbs which inflates its amusing exuberance.
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CHARACTERS
GRAPEFRUIT GALORE
‘Grapefruit Galore’ is a character that has been developed to represent our Grapefruit flavour. The character’s plentifullness is shown through its wholesome form and high-spirited arm movement that envoke a feeling of fullness.
CHARACTERS
DRAGONFRUIT DAZE
‘Dragonfruit Daze’ is a character that has been developed to represent our Dragonfruit flavour. The character’s dreaminess is shown through its hypnotizing arms that instantly lay a charm onto the viewer’s mind.
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CHARACTERS
INFOGRAPHICS
In order to educate our customers about our process we’ve created a fun infographic that displays our process in a playful manner that can stick with them. Each of these has been made with the previously developed characters to correspond to their respective flavour and can be seen on the back of our packaging according on the flavour.
CHARACTERS
THE RAYOS WAY: THE FINEST SLICES OF OUR TROPICAL FRUITS ARE CAREFULLY SELECTED THE SLICES ARE THEN WASHED AND SOAKED IN WATER OUR PROFESSIONAL DEHYDRATORS ARE EMPLOYED TO SOAK THE MOISTURE OUT OF THE FRUITS THEY COME OUT THIN AND CRISP OUT OF THE DEHYDRATER THEY ARE THEN PACKED INTO OUR ZIPLOCK PACKETS, PROTECTED FROM ANY EXTERNAL CONTAMINATION
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CHARACTERS
Adiรณs
Adiรณs
The finest fresh slices of pineapple are hand-picked zz
The finest fresh slices of kiwi are hand-picked
z
The slices are soaked for preparation
zz z
The slices are soaked for preparation Then they have to sweat it out in a chamber
They come out thin and crisp just for you
Then they have to sweat it out in a chamber
They come out thin and crisp just for you
CHARACTERS
Adiรณs
The The finest finest fresh fresh slices slicesof dragonfruit of kiwi are are hand-picked hand-picked
The The finest finest fresh fresh slices slicesof grapefruit of kiwi areare hand-picked hand-picked zz
z
The slices are soaked for preparation
zz z
The slices are soaked for preparation
Then they have to sweat it out in a chamber
Then they have to sweat it out in a chamber They come out thin and crisp just for you
They come out thin and crisp just for you
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8. STATIONERY
STATIONERY
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CONCEPT All our stationary should be printed on the specified type of paper specific to the type of stationary, this will enhance the values and message of our brand. To ensure consistency, templates must be used as given. Our stationary takes on a more fun and engaging route where a mix and match system has been developed. Four sets of stationary have been created that represent our flavours. Each contains a design element specific to the flavour that allows for interaction that makes each item fit together to complete our identity.
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STATIONERY
BUSINESS CARD
The Rayos business cards should be used by all employees of the company. In order to appear more friendly and avoid thinking of hierarchy and status, no job titles are printed on the card; everyone on baord is a relevant member. Business cards are to be printed specifically on Brown Kraft paper with 250 gsm.
STATIONERY
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STATIONERY
MEMO CARDS
Our Company’s business system also includes memos that are used within the company for internal communication which allows for a more relaxed dialogue between collegues. The standard logo is used in its negative form here and is to be printed specifically on Brown Kraft Paper with 120 gsm.
STATIONERY
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STATIONERY
LETTERHEAD
All of Rayos’ letterheads have a top and central placement of the logo that highlight the logo and provide it with breathing space. The contact details then follow at the bottom of the page with the same central placement. Rayos also has a continuation sheet that follows the letterhead which carries forward our mix and match concept. The letterhead files will be provided as a template and should not be recreated.
STATIONERY
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STATIONERY
ENVELOPES
To ensure consistency, templates must be used as provided. The placement of the logo and the details at the bottom must be maintained in order to create clear space above for reciever details. These details must always be placed on the opposite side as the design element placement. The standard logo is used in its negative form here and is to be printed specifically on Brown Kraft Paper envelopes.
STATIONERY
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STATIONERY
FOLDERS
Four versions of folders have been created to carry A4 sized documents in them. These folders can be used by employees to carry work related documents and can when handing out documents to official bodies. The design is such that the folder is in the colour that represents the flavour of the set. Along with this the logo is placed at the top center of the folder and is followed by our website typed at the bottom centre. It is important to have these on the document as the minimal information required for recognition.
STATIONERY
www.rayos.in
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STATIONERY
PINEAPPLE PUNK SET
STATIONERY
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KIWI QUIRK SET
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STATIONERY
GRAPEFRUIT GALORE SET
STATIONERY
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DRAGONFRUIT DAZE SET
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STATIONERY
EMAIL SIGNATURE Email signatures have the most widespread use as they are used as a part of all e-communications that happen not only with clients, but consumers too. This is why it is crucial that for the sake of consistency the template on the right is used to represent all team members of Rayos as a united front. It is important that this element, although it might seem minute, conveys our brand’s identity which makes the presence of the logo - both visual and type crucial. This is followed by the use of our typeface Gotham to list all contact details alongside the logo. Both the logo and details will appear in the Kraft brown colour listed as our primary colour on a white background.
STATIONERY
MRS. JANE DOE Head of Marketing www.rayos.in • hello@rayos.in 022 2380 3527 • +91 9821538748
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9. PACKAGING
STATIONERY
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CONCEPT Our packaging conveys what our brand stands for with its crisp, fun and bold design. Brown Kraft paper is used for the body of the packaging and the designs are digitally printed onto it. Breathing space is a key, we never want to make our customers feel overwhelmed, they should always view Rayos as an approachable brand. Another measure that is taken to give the customer a warm and inviting feeling is the use of bright colours and illustrations that can be seen from a distance. On a closer range this appeal is carried forward through our playful portrayal of information with the help of our fruit characters.
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STATIONERY
MATERIAL
The Rayos packets contain 200 grams of flavoured fruit chips in them. They are produced with natural brown paper that matches with the Eco Kraft paper used for all other Rayos elements. The pouches contain a food grade laminate interior for protection against moisture maintaining the high quality of our product.This is also solidified by the zip lock closure on top of the pouches for protection. It is helpful to keep this is mind when designing something for the promotion or sales of our packets.
STATIONERY
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STATIONERY
LAYOUT The packaging has been design in a manner that instantly tells our customrer which flavour they are looking at. On both sides a patch of the fruit’s respective colour is used to draw in consumers. This is further rendered throught the illustration and characters at the front and back of the packing. The information on the packing is kept minimal and mostly spread across the back where a general write up about the brand runs through the colour patch and is then followed by a vertical infographic on the left and all the nuritional values and icons on the right. This allows for the consumer to take in information easily as it is layed out as crisp blocks of information.
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STATIONERY
Write up Width 8 in
Logo Width 3 in Flavour Width 1.8 in
Icon Width 1.2 in
Nutrition Width 1.4 in
Illustration Width 6 in Write up Width 1 in
Quantity Width 1 in
Infographic Width 1.6 in
10. APPLICATION
APPLICATION
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CONCEPT This section will provide a variety of options and ideas for possible applications for promotional items for our brand that will interact with the customers in a large scale which makes The appropriate application of all the guidlines listed above very important. This will vary based on size, location and its context as a whole but will overall ensure a sense of consistency through our brand identity. Although this section gives various alternatives for different requirements, a high standard should be maintained using the same visual language for all sorts of applications.
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APPLICATION
POSTERS Any posters that are created to promote Rayos products should immediately convey our brand’s personality. They should not shy away from being fun and bold. These can be represented by making use of our exciting catchphrases or fun illustrations in the form of patterns. Brown Eco Kraft paper should be used. Divisions based on flavours can be made depending on the circumstances but it should always be made clear that we provide more than just that one flavour. A call to action should also be promted by providing some sort of contact detail, usually our website.
APPLICATION
“ BOUGHT? BYE BYE SQUAT “ LETS GO SKINNY-CHIPPING! “ OUR LOVE KNOWS NO HANDLES “ INDLUGE WITHOUT THE LUNGE
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APPLICATION
INFORMATION POSTERS Since this product is relatively new to the masses it is important for them to know what our process is for them to trust our brand. For this purpose our infographics can be employed to explain our process in a fun way to the consumers. Informative posters like the one on the right should be on the same brown Eco Kraft paper to ensure consistency and to deliver the look and feel of our brand. These can appear in supermarkets or other stores where our product is sold so potential customers can view the poster and be reassured of our quality.
APPLICATION
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APPLICATION
STANDEE For the design of standees flavour specific designs can be used so when somebody is walking around these they can spark curiousity and involve a discovery factor. It is important to have a bold element like the crisp phrases used in this series. It is important for there to be a display of our product on the standees as they would often be placed in spaces where the product is being sold so the consumer can immediately spot out product on the shelves. Illustrations can also be used alongside text and product to add an element of fun to the design.
APPLICATION
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APPLICATION
SHOWCASE For individual showcase units found in stores a four step division can be made for each individual flavour. This will maximize the impact by immediately telling customers about our variety. Materials for this should be selected for aesthetics, performance and durability with minimal distracting elements. Our four secondary colours that represent each flavour can be used as a background element to highlight each product. Fruit illustrations can also be repeated to create a pattern to represent each section. This can also go along with text mentioning the flavour depending on the availability of space. The Rayos logo should always be placed on top of the display for immediate recognition of our brand.
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DECALS
Decals can be used in store windows to give the consumer a glimpse of our brand. According to the individual architecture and dimensions of the window the decal can be positioned in different ways. For the decal it is recommended to use the repeated pattern of the fruit illustrations to communicate the flavour and fun energy of the brand. This must also be accompanied by the flavour specific versions of the logo. The space in between each illustration in the pattern should be consistent on all windows.
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EXTERNAL ADVERT
For external adverts it is important to showcase our product, especially when outside locations such as supermarkets where consumers can go inside and find it. Catchy phrases can be used to lure in the consumer. It is also essential to place the logo at a visible size for recognition purposes. It is recommended to pace it centrally unless the design does not permit it.
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MASS PROMOTIONS Mass promotions that appear in common public spaces can be used effectively to tease the public into wanting to know more about our brand. Flavour differentiation can be done to promote the variety of the brand. However, it should be ensured that they know that our brand produces more than one flavour. Illustrations can be used to communicate our fun quotient along with our catchphrases that play on the mind of the onsumer and leave them wanting more. Designs of these can alter based on context,however it is crucial to always display our logo and mention our website as a call to action.
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VEHICLE LIVERY Vehicles are an efficient communication tool and fee medium. The logo can be shown on vehicles in different sizes depending on the dimensions and body of the vehicle. The logo should be produced in permanent matte vinyl and should not be placed in an area that is interrupted by the structural elements of the car. In instances where the vehicle is very large the space can also be used to promote our four flavours using their aappropriate illustrations that are eye-catching even on the road. Some form of contact should also be given, for this it is ideal to provide the website so that anybody can visit it to view more about our brand and can also get in contact through the same.
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WEBSITE Our website comes in contact with consumers directly which is why it is of prime importance for it to be attractive to people towards our product. In order to establish this it is crucial to keep our website representative of our brand’s personality - crisp. The website should have the general background of the Eco Kraft paper which is prominently used through various elements of our brand to ensure consistency. The website needs to be very visually stimulating in order to lure customers, this can be done by using of our imagery and graphics in a simple yet stimulating manner. Easy navigation is a key factor.
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SOCIAL MEDIA Our digital social presence should be one of stature within the industry. Our brand is for the modern day people, those who are very active on social media, which makes this a great source to communicate with our regular customers and potential new ones. Our social media account should exude our fun and bold personality through vibrant imagery of our fruits and chips. It is important to follow a theme through our social media, all images should be well saturated and not faded- this will impact more people by stimulating their senses. Images that are posted should confine to our above defined imagery style.
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CONTACT DETAILS
CONTACT DETAILS
So that’s Rayos! We hope we’ve given you an idea of what we aim for with our brand communication. For more information on how to apply the Rayos design guidelines to various applications in your market or function, please reach out to your local corporate affairs represntative. For all other inquires, please contact our head office: hello@rayos.in 022 2380 3527 • 022 2380 2735 21, Process Home, Todi Mills Lower Parel, Mumbai 400013 The Rayos brand guidelines can also be viewed online. Please visit rayos.com/guidelines
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www.rayos.com