BRAND GUIDELINES
Your Daily Specical
Contents
Moodboard
P.2
Our Story
P.4
Personality & Voice
P.6
Positions & Value
P.8
Target audiences
P.10
Our logo
P.18
Tagline
P.24
Color template
P.26
Typography
P.28
Guidelines
P.30
Logo application
P.34
Moodboard
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Our Story
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We are the new branding of a food truck that selling fusion mixed food and based in the Westfield shopping mall area. London is full of different cultural colors city also has different food choices. So we created this brand to let people know more about and respect different country culture also make the chemistry happen with bold trying to combining most far difference of oriental and western food. As same with our brand, our brand name concept is mixing ‘’Track’’ and ‘’Travel’’ two pronounces similar terms. The advantage of Travel can explore wide world food and different culture are really matches well with moving truck. Also, Truck is introduced our restaurant and business type. We want to cheer everybody up as a brand new day every day.
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Personality & Voice Personality delighted(cheerful) friendly bold
Voice cheerful
We want to cheer our audiences up and make them feel we are positive and creative. Our voice can represent our brand to encouraging and affect audiences.
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Positions & Value Positions ‘’Everyday is a brand new day’’
Value Eco-friendly afforable diversity dependable.
As we provide gimmick food to give more choices and surprising we also balance the food and safety to our target audiences to keep our good quality and value. Also, our prices range is reasonable, we considering our brand affect the environmental issues to giving our brand more trustable.
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Target audiences
Target Market Our target market is 12-50 years old students and office workers in Centre London area.
1.) Personality is bold, friendly, positive, environmental protection. 2.) Middle and lower incomes. 3.)Interesting different culture food and like travel.
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Our Customers
Hallo. My name is Joh Romanian. I‘m 36 yea Surrey area around I got Level 3-High sch my salary around £15 football and rugby a football show and mo I interesting in Asian Taiwanese girlfriend married after this pa
I’m an outgoing and friendly person. I want to open my own business in a franchise sushi kiosk and join the rugby team again because of too long working hours so far. One day my owner gave me a John lewis gift card so I went to Westfield shopping mall with my girlfriend. We looking at some food after finished shopping, we found Truc-VeL.
hn who came from ars old and I’m a Sushi chef in d 5 years. hool education in Romanian 500 per month. I Interesting and I always watching ovie. Also, I’m an Orthodox. n food influenced by my and we are planning to andemic time.
I am really happy they have a table and chair because I like outdoor dining.I satisfied with the food tase, also all got option chose of the meat, chicken pork, and prawn. I think if Truc-VeL got delivery or other tucks in another area because I lived outside the London area.
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Our Customers
Hallo. My name is Asu I‘m 20 years old and I’ student in Central Lo This is my first year o friends in West Londo I loved dining and des fashion exhibitions. S to share my daily life artworks. Also, I like drifting aro fresh air in my spare
My parents running a small fashion in Shibuya(Tokyo) and my sense of fashion and wearing influenced by them. I want to develop an Eco- friendly fashion brand in Tokyo after finish my BA education in the U.K. Because loves Mori fashion and natural color also feel walking in the park can inspire me some ideas.
uka who come from Japan. ’m a Fashion designer ondon. of education and I lived with on. ssert after visiting Art or Social media is my visual diary e photos such as food and
ound the park to get some e time.
One day I walk back home on the way and I found Truc-VeL. I felt the name and menu are interesting and I loved the thoughtful ECO packaging because my country stresses etiquette and Ethical. And I feel good home tase = and fresh also the prices are good. I’m happy to try more mixed culture desserts. 0 complaint at all.
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Our Customers
Hallo. My name is Lu London. I’m an office and my salary aroun I born in U.k. and I live in the past. I studied the service for custo I loved reading and n market and second-h usually.
I moved to Sutton London after married and got two daughters. My wife is a homemaker and my daughters still young. Even difficult at the moment, I’m positive to fight life better so I planning to move to side place such as Woking is good for transport to work and I can’t afford the higher rent of London in future.
uke and living in Sutton er in Westfield shopping mall nd £2200 per month. ed with my parents in London Economy before and now be omers services. news and I Walk the brick lane hand shop on the internet
I‘m not an aggressive person so mostly bought sandwiches for lunch. One day I curIous that Truc-VeL because the prices are affordable. I never tried Asian food before but very kind and thoughtful of free-sample tasting. I really happy with one more choice for my lunch but I hope Truc-Vel will combine more traditional British food such as sandwiches.
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Our Logo
Your Daily Specical
Our creative primary logo used by the brand name to arrange a food truck image and with fork and chopsticks comes out from zipping to represent the gimmick food and surprising. The logo tells our story and the style is modern and understandable.
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Greyscale
Your Daily Specical
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Mono
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Tagline
Your Daily Specical
Your daily specials.
Our tagline refreshes the audience’s mind every day and responds to our brand positions of brand new food, which are unique choices for target audiences.
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Color template Usage: Truck template Color These are our primary col Color template Usage: Truck
Your Daily Specical
Your Daily Specical
Usage: Apron, sunshade
represents Westen and re CMYK: 52, 16, 15, 0 We mainly used pastel colo RGB: 134, 182, 206 These are our primary colo HEX: #86b6ce cheerful. Also, the plate of Westen and red CMYK: 52, 16, 15, 0 Usage: represents uses in the background ar Truck We mainly used pastel colo RGB: 134, 182, 206 HEX: #86b6ce CMYK: cheerful. 52, 16, 15, 0 Also, the plate of CMYK: 0, 58, 35, 0 RGB: 134, 182, 206 uses in the background are RGB: 240, 137, 139 HEX: #86b6ce HEX: #f0898b CMYK: 0, 58, 35, 0 CMYK: 0, 58, 35, 0 RGB: 240, 137, 139 RGB: 240, 137, 139 HEX: #f0898b HEX: #f0898b
These are secondary colo Usage: Apron, othersunshade applications. Those CMYK: 0, 58, 35, 0 ly the logo and avoid invisi 0, 58, 35,are 0 secondary color RGB: 240, 137, 139 CMYK: These background color after sc RGB: 240, 137, 139 HEX: #f0898b other applications. Those c CMYK: 0, 58, 35, 0 HEX: #a4c5cb ly the logo and avoid invisib RGB: 240, 137, 139 color after sc CMYK: background 2, 58, 34, 0 HEX: #f0898b
Color template
Usage: Apron, sunshade
Your Daily Specical
Usage: Eco-packaging Your Daily Specical
CMYK: 2, 58, 34, 0 RGB: 237, 137, 140 RGB: 237, 137, 140 HEX: #ed898c HEX: #ed898c CMYK: 2, 58, 34, 0 RGB: 237, 137, 140 Usage: Eco-packaging HEX: #ed898c CMYK: 56, 31, 36, 12 31, 36, 12 RGB: 120, 144, 147 CMYK: 56, These are usage of Eco RGB: 120, 144, 147 HEX: #789093 unity with the materials HEX: #789093
ral feeling to audiences.
CMYK: 12, 69, 55, 2 RGB: 216, 105, 99 CMYK: 12, 69, 55, 2HEX: #d86963 Your Daily Specical
RGB: 216, 105, 99 HEX: #d86963
These are our primary colors. The blue represents Westen and red as eastern. We mainly used pastel color to make it cheerful. Also, the plate of the same color uses in the background are acceptable.
These are secondary colors to use for other applications. Those can show clearly the logo and avoid invisible in the same background color after scale down
These are usage of Eco-packaging to unity with the materials and give a natural feeling to audiences.
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Typography
Typography
All Round Gothic Bold All ABCDE F GRound H I J K L MGothic NOPQRSTUVWXYZ a b c d eBold fghijklmnopqrstuvwxyz 1234567890
Usage: 45px
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
All Round Gothic Medium All ABCDE F GRound H I J K L MGothic NOPQRSTUVWXYZ a b c d eMedium fghijklmnopqrstuvwxyz 1234567890
Usage: 36px
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
All Round Gothic Book All ABCDE F GRound H I J K L MGothic NOPQRSTUVWXYZ a b c d eBook fghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Congenial Regular A B C D ECongenial FGHIJKLMNOPQRSTUVWXYZ a b c d e Regular fghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
We use hand-writ style. And san with our modern l using in this brand
Brand book titlelogo
book header
The same type of header.
Usage: 11px, 15px
Brand book textBody
Usage: 14px
Tagline
text uses Bo
We use regular of a related to lifest logo.
We use hand-writing brand name to match our logo style. And sans-serif type font matches well with our modern logo design. All Rough Gothic is using in this brand book and bold style in the title.
The same type of font but uses the medium in the header.
Body text uses Book style.
We use regular of Congenial in the tagline to give a related to lifestyle looks a bit different to the logo.
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Our Logo
Our cr brand image comes gimmic
Your Daily Specical Your Daily Specical Your Daily Specical 0.8
Your Daily Specical
The logo minimum size is 70px or 80mm. Your Daily Specical
Subtrace logo minimum size is 130px or 150mm.
The log moder
Guidelines
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a)
b)
Your Daily Specical
c)
d)
Your Daily Specical
Guidelines a) Don’t shear the logo or uses Oblique-type font.
b) Don’t use serif fonts or change the small letters in letters ‘’V’’ and ‘’L’’.
c) Don’t use gradient in the logo outlines, colors, brand name, or tagline.
d) Don’t use too sharp a colors template and uses our colors template provided only.
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Logo application Car wrap Our car wrap is most represents the brand and unity with the logo. And the bleeding part of the dining set will more engaging.
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Logo application Packaging Packing materials are recyclable and our E-co strategy is printing the business card on a napkin to resolve the wasting and environmental issues of the food truck business.
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Logo application Sunshade The sunshade is simple and unity with our logo to give dining choices to audiences and happy to enjoy the sunshine in this outdoor dining period only.
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Logo application Arpon We trust our employees smile unity with apron can identity our cheerful brand. And two primary colors are separating to clearly show to target audiences also looks more fashionable.
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Logo application Menu Our menu considering the health and safety issues and using recyclable materials and unity our brand value. And some food images can engage our audiences and our products trustable.
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Contact
Truc-VeL e-mail: diector@trucvel.com Tel: +44 740268XXXX Design team Song@juniordesign.com