BRAND BOOK - 'Foodie & Mrs.

FOODIE ‘&’ MRS.

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BRAND GUIDELINES for FOODIE & MRS Š MAY 2020 A brand book is a live document and an ongoing process meant to be a guideline and not a strait jacket.

It provides a simple yet robust set of guidelines, easily understood and communicated, leaving room for creative expression.

The following pages will guide the viewer through some of the basic identity elements like the logo, its usage, font use, colour palette etc. It will provide general rules for applying these elements across a variety of media.

Designed by Šsheerazwania

All food photography clients own

FOODIE ‘&’ MRS.

BRAND GUIDELINES

Foodie & Mrs. Story...

Hello and welcome to our business that celebrates our love for food…

I am Ahsan a full-time professional photographer and an “overtime” passionate foodie.

Youngest of 9 siblings, I spent a lot of time helping my mother cook… something she excelled at. All my childhood I looked forward to mealtimes when the big table full of homecooked food brought the whole family together almost as if stopping thetime! I always had great regard for her cooking skills because I could see her unlimited love in it and it fascinated me how this love not only filled our stomachs but also our hearts. Food for me was magical.

When I went to Singapore for my higher studies, life offered me a chance to put to use everything I had observed as a child. I realized that I not only enjoyed eating but also cooking.

Perhaps cooking even more and maybe sharing of that cooking more than everything else.

I have taken after my mother.....100% Mrs is my biggest critic but, also a strong cheerful supporter. Cooks well too but, makes even better stories. Some of you know her as The Ordinary Girl … more on her soon…

We started this page to share little snippets of one thing that connects us all from our everyday lives.

Food and our love for food.

Come, join us

CONCEPT MAPPING

A food business that will eventually be a food truck or cafe or stall.

We would like to have a logo that we would not have to change and that will remain the identity of it even if the business model changes.

Logo needs to have name and food as the two main things. Preferably in two colours

KARACHI - KAULA LUMPUR - ADELAIDE FRESH exciting combinations LOCAL FUSION

HOME-COOKED

FLUID BUSINESS MODEL

FOODIE & MRS.

MINIMAL/SIMPLE

FUN

ENERGY/ZEST/WIT

NOT: generic and dull/interchangeable

FAMILY RECIPES TRADITION

ADAPTABLE

flexible/versitile

INSPIRED

FUN

SIMPLE LINES, SOLID SHAPES SANS SERIF, CLEAN

modern/crisp

CREATIVE INVENTIVE EXPERIMENTAL

TAKE-AWAY FOOD POP-UP

ready-made meals ready meal

CONVENIENCE

ORIGINAL

AUTHENTIC Mum’s recipes PUKKA - its now an english word! had no clue :) RIPPER: really great

LOVE PARTERSHIP TOGETERNESS WARMTH HOME

authentic warmth inspired

LOGO + VARIATIONS

PRIMARYLOGO

FOODIE

& MRS.

LATO LIGHT

RIFT REGULAR

FOODIE& MRS.

FOODIE

&

MRS.

VARIATIONS

FOODIE

& MRS.

FOODIE

& MRS.

FOODIE

& MRS.

FOODIE

&

MRS.

VARIATIONS

puk. ka

/’peke/ adjective

INFORMAL BRITISH

genuine, authentic, proper, actual, real, true

VARIATIONS

FOODIE

& MRS.

E V O L KKA

PU

PUKKA LOVE

PUKKA delight

PAKKA MAZA

COLOUR PALETTE

TYPOGRAPHY GUIDELINES

APPLICATIONS

FOODI

FOODI E

N

N

E

MRS.

MRS.

A K K PU STE TA

A K K PU ZA MA

PUKKA TASTE

PUKKA TASTE

FOODIE

N

OVE

L PUKKA

MRS.

VE

LO PUKKA

PUKKA delight

A PUKKight del humber kac lad sa

FOODIE

& MRS.

PUKKA

LOVE

IE

D FOO

& RS. M

DIE FOO

& RS. M

n e k c chi ryani bi

DIE LOVE O O A F KK

&MRS.

& & && & && & && & && & & & && & & & & && && & & & && & && && & && & && & && & &

A PUKKight del

& && && & & & && & && && & & & & & & & & & & & && & & & && & && && & && & & && & & &

PU

KA K A P AZA M

E

PUKKA LOVE

F

PUKKA LOVE

IE LOVE D O FO KA

PUKKA LOVE

IE D O O

PUKKA LOVE

&MRS. P

M

&MRS.

A

K UK

&MRS. P

&MRS. P

E

FOODI

&RS. M

E

V LO

IE LOVE D O FO KA UK

A K K A P A MAZ

&RS.

K PU

F

E I D O O F

E I D O O F

&RS. M

E

FOODI

&RS. M

STICKERSHEET

A

K UK

V LO

easy to print and use

IE D O O

PAKKAA MAZ PAKKAA MAZ PAKKAA MAZ

PUKKA LOVE

IE LOVE D O FO KA

PUKKA LOVE

IE LOVE D O FO KA

PUKKA LOVE

IE D O O

PUKKA LOVE

UK

&MRS. P

&MRS.

&MRS. P

F

IE D O O

A

K UK

&MRS. P

E I D O O F

&RS. M

A

K UK

&RS. M

K PU

F

E

FOODI

E

V LO

E I D O O F

&RS. M

E

V LO

E I D O O F

&RS. M

A K K U P ight del

PAKKAA MAZ

A K K U P ight del

PAKKAA MAZ

A K K U P ight del

A K K A P A MAZ

A K K U P ight del

PAKKAA MAZ

BUSINESSCARDS FOR The Foodie & the mrs.

Rubberstamps

PATTERNS

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& & & & & & & &

& & & & & & & &

& & & & & & & &

& & & & & & & &

& & & & & & & &

& & & & & & & &

& &&

& & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & & &&&&&&&&&&&&

&

SOCIALMEDIA

Foodie&Mrs

FOODIE

FOODIE

&

&

MRS.

MRS.

Foodie&Mrs.

MEET THE FOODIE

Foodie&Mrs.

FOODIE

&

MRS.

FOODIE

&

MRS.

FOODIE

&

MRS.

PUKKA LOVE

SOCIALMEDIAENGAGEMENT 4”X6” INFO CARDS WITH deals/ STORIES/RECIPES/ANECDOTES

Haleem

These can also be used instead of or to supplement formal business cards.

FOODIE

&

MRS.

PUK

ZA A M KA

WEBSITELAYOUT

foodie&mrs.com

FOODIE

&

MRS.

OUR MENU

FOODIE

STORIES

PLACE

CHAT

YOUR

WITH

ORDER

US!

HOME PAGE : the grey base with the DABBAS can move as if being balanced, till someone clicks

FOODIE

& MRS.

OUR MENU FOODIE STORIES PLACE YOUR ORDER CHAT WITH US!

FOODIE & MRS.·WEDNESDAY, 22 APRIL 2020· Hello and welcome to our page that celebrates our love for food…

I am Ahsan a full-time professional photographer and an “overtime” passionate foodie. Youngest of 9 siblings, I spent a lot of time helping my mother cook… something she excelled at. All my childhood I looked forward to mealtimes when the big table full of home-cooked food brought the whole family together almost as if stopping thetime! I always had great regard for her cooking skills because I could see her unlimited love in it and it fascinated me how this love not only filled our stomachs but also our hearts. Food for me was magical.

When I went to Singapore for my higher studies, life offered me a chance to put to use everything I had observed as a child. I realized that I not only enjoyed eating but also cooking. Perhaps cooking even more and maybe sharing of that cooking more than everything else.

I have taken after my mother..... 100% .... Mrs is my biggest critic but, also a strong cheerful supporter. Cooks well too but, makes even better stories. Some of you know her as The Ordinary Girl … more on her soon… … We started this page to share little snippets of one thing that connects us all from our everyday lives … Food and our love for food….

E

V O L A UKK

Come, join us

P

FOODIE

& MRS.

OUR MENU FOODIE STORIES PLACE YOUR ORDER CHAT WITH US!

ZA

A MA K K U P

SHAHI TUKRA Semolina or Suji (in Urdu) is a versatile grain that can be used in many different ways. It is used in pastas, breads, pizzas and biscuit doughs. The most popular dish of semolina in Pakistan is this heavenly and dense confection called Suji Ka Halwa. It is a simple yet very satisfying dessert that melts in your mouth. Cooked with desi ghee, it is best served warm.

$7 +

FOODIE

& MRS.

OUR MENU FOODIE STORIES PLACE YOUR ORDER CHAT WITH US!

ORT F M O KA C

PUK

SOOJI KA HALWA Semolina or Suji (in Urdu) is a versatile grain that can be used in many different ways. It is used in pastas, breads, pizzas and biscuit doughs. The most popular dish of semolina in Pakistan is this heavenly and dense confection called Suji Ka Halwa. It is a simple yet very satisfying dessert that melts in your mouth. Cooked with desi ghee, it is best served warm.

$9 +

Lore

FOODIE

& MRS.

OUR MENU FOODIE STORIES PLACE YOUR ORDER CHAT WITH US!

N

CHICKEN BIRYANI

O FECTI R E P A

PUKK

In plain words Biryani is rice cooked with chicken or meat curry and spices. In the words we know…. Biryani is Love !

Quite an elaborate affair where layers of rice, meat and spiced curry are slow cooked to perfection. It is an absolute joy when it is all cooked and the fragrance fills the kitchen. Because of layers, the mixing of biryani is also a full on task especially when it is cooked in larger quantities for events. I am called in for mixing when I am not cooking.

In my hometown, Karachi, Biryani is cooked in almost every household, sometimes weekly as a ritual yet, it manages to maintain a prestigious position.

It lifts mood, creates a happy aura and is so magical that you can’t say no. \There are many varieties of biryani. It can be cooked with chicken, beef, mutton, prawns, fish and also only vegetables. It can be served with raita (seasoned yoghurt) and salad but, I believe it is a complete dish on its own.

$9 +

FOODIE

& MRS.

OUR MENU FOODIE STORIES PLACE YOUR ORDER CHAT WITH US!

A CUP OF TEA + A COOKIE After the Mother’s day weekend I decided to cook Chicken Pulao (Pilaf).

Although everything that I cook, I use my mother’s recipes but, this particular Chicken Pulao is my absolute favourite recipe of hers. And I have never had it anywhere else but my own house. Growing up in south of Pakistan with love for spicy food, it is strange that a subtle, mildly flavoured rice dish ranks top in my favourites.

Chicken and rice stew together in a pot creates this comforting, flavourful dish that almost feels like a warm hug. It will be perfect for the coming cold weekend... ......and a matching rice dessert to go with it... Guess the dessert. .

©sheerazwania