Wellness Forever Brand Manual

Brand Guidelines Wellness Forever Brand Identity Standards

May 2021 | Version 1.0

01

Overview Welcome This document contains the rules for our visual communication system. Follow these rules strictly to maintain brand consistency. The guideline includes all the elements you may need - logos, typefaces, colours and more.

We invite you to absorb this information and reference it often to become an informed keeper of the brand.

OVERVIEW

02

Content 01

03

CONTENT

02

Introduction

Page No.

Visual Identity

Page No.

Our Story

5-6

Mark Origins

11 - 12

About Us

7

Architecture

13 - 14

Core Values

8

Spacing

15

Our Voice

9 - 10

Responsive

16

Colour

17

Mone Tone

18

Application

19 - 20

Content 03

Typography

Page No.

Font Hierarchy

04

05

Photography

Page No.

21

Correct

27

22

Incorrect

28

Colour

Page No.

Palette Usage

06

Deliverables

Page No.

23 - 24

Stationary

29 - 30

25 - 26

Product Stand

31

Uniform

32 CONTENT

04

Our Story Pharmacy + Lifestyle Our story began with the vision of ‘wellness forever’. Founded in 2008 by Ashraf Biran, Gulshan Bakhtiani, and Mohan Chavan, a pharmacy retail chain with the primary objective of catering to the needs of customers beyond medicines.

Our approach is proactive Lifestyle Management for consumer’s wellness rather than reactive care.

Founded in 2008

05

INTRODUCTION

12 years of Legacy

900 + Qualified Pharmacist

200 + Retail Stores

A relationship of a lifetime.

Over the last 12 years, we have touched the lives of lakhs of Indian families by serving them with only the best quality and genuine healthcare products.

With over 200+ stores, a comprehensive website, and an easy-to-use app, it is only true to say that Wellness Forever is the one-stop destination for your wellness needs be it online or offline.

LIFESTYLE

HEALTH

LOVE

TRUST

WELLNESS

INTRODUCTION

06

About Us Your Trusted Neighbourhood Pharmacy.

We are a one stop solution for all health and wellness needs, offering medicines and other non-durable products.

Our medical chain includes several lifestyle pharmacies and wellness stores under three formats- retail pharmacies, hospital pharmacies, and managed franchises operating on a day and night basis, thereby providing people with round the clock availability of genuine medicines in an efficient manner.

07

INTRODUCTION

Vision

Mission

To create a chain of pharmacies that deliver unmatched performance.

Building an organization based on trust , compassion and meritocracy.

Availability of products pan India, lowering healthcare cost and value added services.

Passionately empowering people and transforming lives.

Core Values We Care and Cure Building an organization based on trust, compassion and meritocracy. Passionately empowering people and transforming lives. Availability of products across India and lowering healthcare cost and providing value added services.

Happiness and Wellness for all.

24 Hours Service

Availability of Stock

Verified Sources

Lifestyle Store

INTRODUCTION

08

Our Voice Empowering and Empathetic Earlier we used to visit a pharmacy due to sickness but today the trend has shifted to Aspirational Lifestyle With people and their wellbeing being at the center of everything, it make sense to build the brand around people. Thus the brand language needs to be positively engaging and empowering.

Happy Hopeful Aspirational Emotional

09

INTRODUCTION

Friendly Restorative

Accessible

Approachable Reliable

Empowering

Supportive

Empowering

Trustworthy

Including a value like 'helpful' or 'supportive' in the tone of voice can help lift those bits that rarely get much attention but are actually vital brand touchpoints.

Describe brand’s mission which is reinforced by the affirmative language in order to resonate with customer’s confidence and self esteem.

Build up a credible tone of voice through using few reliable and assured types of phrases and words repeatedly to form brand’s faith and trust.

Example

Example

Example

Your Health is Our Priority

Together, we get Healthier

A Commitment to Community

INTRODUCTION

10

Mark Origins

Medicines

Wellbeing

Clock

Trust

The 24 hours store access is one of our unique selling points. Due to round-the-clock service availability, the brand resonates with trust and is approachable, keeping our main focus on the wellness and happiness of people.

11

VISUAL IDENTITY

Logo Mark

VISUAL IDENTITY

12

Architecture Primary Logo The logo is a graphic comprised of the wordmark (logotype) and figurative mark (symbol). The lettering is created using the google font Fahkwang typeface, byline ‘chemist & lifestyle store’ and the logo mark.

Note Use the complete logo. The only time you should use the symbol alone is on the wellness forever website or social media channels where there are other elements to help the viewer recognize the brand.

13

VISUAL IDENTITY

5X

4X

7X

1.5 X

X 2X

X 80mm

19 X

0.5 X

2X

0.25 X

VISUAL IDENTITY

14

Spacing Legibility An exclusion zone around the logo has been created to protect its integrity and make sure the logo is easy to read.

The proportion of the ‘heart element’ of the logomark is taken as a guide to define the exclusion zone.

Exclusive Zone

15

VISUAL IDENTITY

Responsive Minimum Size Our full brand logo should be used until it reaches the minimum sizes. If the logo you’re using drops below 20mm in print form, or 120 px on the web you should replace it with the standalone icon - logomark.

Primary

Minimum size in Print

Minimum size on Web

Secondary

20 mm

120 px

VISUAL IDENTITY

16

Colour

Grayscale

17

VISUAL IDENTITY

Primary

Against Background

Mono Tone Sometimes due to production cost, if only one colour of ink is available, the logo must be reproduced using one colour. In this scenario use the convention method of using a light colour type on a dark background or a dark colour type on a light background.

The logotype and logomark must be clearly distinguishable from the background Note : Your must honor the wellness forever logo palette when possible, use black and white if necessary

VISUAL IDENTITY

18

Application Correct Logo Use

19

VISUAL IDENTITY

Application Incorrect Logo Use

VISUAL IDENTITY

20

Font Primary Typeface

Fahkwang Light 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Fahkwang Medium 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

Gogle Font Fahkwang Use variations Semi Bold and Bold to highlight specific content and Light to Medium for body text.

21

TYPOGRAPHY

Fahkwang Bold 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

Hierarchy Typography Print Use

Web Use

Customer Service

Wellness Forever

Lorem ipsum is a placeholder text commonly used to demonstrate the visual form of a document or a typeface without relying on meaningful content.

Lorem ipsum is a placeholder text commonly used to demonstrate the visual form of a document or a typeface without relying on meaningful content.

H1 60pt | 32pt

H1 36pt | 18pt

Communication made easy

Happier Customers

Lorem ipsum is a placeholder text commonly used to demonstrate the visual form of a document or a typeface without relying on meaningful content.

Lorem ipsum is a placeholder text commonly used to demonstrate the visual form of a document or a typeface without relying on meaningful content.

H2 40pt | 20pt

H2 28pt | 12pt TYPOGRAPHY

22

Palette The core palette will cover the majority of your needs. It’s intentionally small in variety so as to not dilute the brand visuals which adds confusion.

We have established two primary colors- teal green and yellow, used in identity. The secondary color palette is used primarily for the website to identify different roles.

Secondary colors are used sparingly, if at all, in marketing materials.

Primary

23

COLOUR

Secondary

P139-6 C2

P10-5 C

P179-16 C

P179-3 C

CMYK - 75 0 60 50 RGB - 0 110 85

CMYK - 0 15 75 0 RGB - 255 215 90

CMYK - 100 100 100 100 RGB - 0 0 0 0

CMYK - 0 0 0 30 RGB - 188 190 192

Primary

Grayscale

P179-1 C

P136-1 C

P133-5 C

P48-1 C

CMYK - 3 1 0 1 RGB - 240 244 248

CMYK - 25 0 15 0 RGB - 190 230 220

CMYK - 50 0 50 0 RGB - 130 200 155

CMYK - 0 10 5 0 RGB - 250 230 230

Secondary COLOUR

24

Usage Do’s Primary palette gradient

Your Health is Our Priority

25

COLOUR

Secondary palette solid fill and gradient

Your Health is Our Priority

Your Health is Our Priority

Usage Dont’s Primary palette combination

Your Health is Our Priority

Opacity changes and low contrast text colour combinations

Your Health is Our Priority

Your Health is Our Priority

COLOUR

26

Photography Healthcare and Wellbeing

27

PHOTOGRAPHY

Rules for Incorrect Photos Closeup tight frame medicine pills and tablets. Caring hand gestures emphasizing cloth texture.

No brand colours integration in photo.

Yoga or meditation. Perishable food items.

Contrasting or dull images which cannot highlight the logo.

PHOTOGRAPHY

28

Stationary Office Visiting Card Letterhead Envelope Diary

Window Space Dear Client A letterhead is the heading at the top of a sheet of letter paper (stationery).

That heading usually consists of a name and an address, and a logo or corporate design, and sometimes a background pattern. The term "letterhead" is often used to refer to the whole sheet imprinted with such a heading.

Many companies and individuals prefer to create a letterhead template in a word processor or other software application. This generally includes the same information as pre-printed

Hiranandani Estate, GB Road, Thane 400615

stationery but without the additional costs involved.

Letterhead can then be printed on stationery (or plain paper) as needed on a local output device or sent electronically.

That heading usually consists of a name and an address, and a logo or corporate design, and sometimes a background pattern. The term "letterhead" is often used to refer to the whole sheet imprinted with such a heading.

Thankyou !

Sincerely Nilam Somani

Nilam Somani

PhardD Wellness Forever

Pharmacist

+91-00-000-0000 helpdesk@wellnessforever.in

Hiranandani Estate, Ghodbunder Rd, Thane west 400615

29

DELIVERABLES

Hiranandani Estate, GB Road, Thane 400615

helpdesk@wellnessforever.in

+91-00-000-0000

Hiranandani Estate, Thane 400615

DELIVERABLES

30

Product Stand In store Display stand in store should follow brand’s primary colour scheme.

It adds recall value in brand experinces.

31

DELIVERABLES

Uniform In store Try to follow brand’s primary colour scheme in uniforms, signage and packaging.

DELIVERABLES

32

01 - INTRODUCTION

01 - INTRODUCTION

ThankYou !

Wellness Forever Brand Identity Standards

May 2021 | Version 1.0