Brand Guideline
redeďŹ ning the relationship with our body, our mind and nature.
gut feelings offerings what is this all about?
gut feelings is born with the aim of redefining the relationship we have with our body, our mind and nature. Our heart is to create digestive and gut remedies with plants and herbs. In the making, we want to honor traditions and science. That means working with clinically proven ingredients, as well as best practices from traditional, complementary, integrative and herbal medicines.
gut feelings is also a platform for exploration of digestive issues and gut treatments created for modern needs. We want to share experiences and simplify the facts. Too many people are not doing anything or even talking about their gut issues, out of shame. It needs to change, and this is why we won’t compromise on information and product quality, as well as appeal and aesthetic.
Because we believe in working together
We won’t lie and we won’t push our customers to something that they are not convinced about. Instead, we encourage them to trust their intuition. When in doubt, we always recommend to turn to nutritious food first. Nothing works better. Our natural remedies will simply enhance and speed up our customers’ wellness journey.
to create a greater consciousness.
gut feelings ethos what is gut feelings’ philosophy?
We value integrity, community and responsibility to the environment around us. We believe kindness and compassion are powerful tools for transformation. We believe it is through a convenient, trusted and appealing experience that we are able to radiate positive inuence to the world.
gut feelings roots what is gut feelings’ story? We are all the sum of our parts. Every piece of my own story inspired the gut feelings brand. First of all, my afďŹ nity with the world of natural remedies motivated me to create a brand around the healing properties of plants. From a very young age, the women in my family have favored plants and nature to take care of themselves and their families. Then, my life with Irritable Bowel Syndrome (IBS) punctuated by episodes of ulcerative hemorrhagic colitis (IBD) prompted me to seek natural remedies for prevention and cure so that I could contradict the doctor who had assured me that I could never have a "normal life" again. Finally, the desire to be able to share experiences and good practices with people suffering from digestive problems is another motivation behind gut feelings. Still too many people do not pay enough attention to their gut health and, still too much confusion reigns on which products would offer real beneďŹ ts. gut feelings wants to share simple and relevant information and products, so that we become together more and more aware of our needs and options.
Where does gut feelings’ name come from?
gut feelings is an invitation to follow our intuitions. gut feelings is to acknowledge the messages our body is sending us. gut feelings is the courage we need to take action. gut feelings’ name is an invitation to reconnect with our body, with our mind, with the wisdom of nature and with our sensitivity. Our guts are our second brain. Our guts prompt us to act and show courage. If our guts are unwell, if they send us SOS signals, if they need care and attention, we need to listen and to move towards what makes us feel complete.
There is no better name to embody health, intuition and courage than
Mission
Vision
gut feelings uses the wisdom of ancient remedies, blended with science, and the healing properties of plants to make gut-health management better, easier and more appealing to everyone.
We want to empower people. We want them to take control of their health and well-being by offering medicinally potent herbal remedies. We believe in the power of ancient treatments carefully lab-tested to make gut-health management better and easier to everyone. With a holistic approach, we nurture and support our customers’ mind, body and soul.
Values
Convenient
Trusted
Appealing
Accessible and easy to use,
Lab-tested products and
By bringing beauty to our
we eliminate the guesswork.
vetted by experts. Our
products and sharing real life
Our customers know what
customers feel empowered
experiences, our customers feel
to take and what to expect.
and safe to take conscious
conďŹ dent to take concrete
decisions about their health.
actions for their digestive health.
Summerdust
09
brand characteristics natural – warm – simple – pure – light – bright – delicate – sensual – modern inspired by ancient traditions – connected – spiritual – charismatic – inspiring – comforting – diverse – trustworthy – knowledgeable – joyful – smiling – inviting – strong – deep – profound – true – free – a little bit rebellious but deeply reliable
Brand logo Our brand logo is based on a customized logotype. The logotype is customized for the brand and therefore cannot be modiďŹ ed, recreated or transformed.
Horizontal Logo
The stencil appearance was inspired by the concepts of healthy digestion, graceful movements and self-care.
Logotype base font: Butler Stencil Bold
Logo Usage
Vertical Logo
Clear space
It is important to keep our logo clear of any other graphic elements. To regulate this, clearspace has been established around the logo. This exclusion zone indicates the closest any other graphic element can be positioned in relation to the logo. This can be easily identified by the height of the letter “g”.
Minimum size
To ensure legibility and clarity, please do not scale the logo below the recommended size. The horizontal logo should be no smaller than 2 cm wide while the stacked logo should be no smaller than 1.5 cm wide.
Logo Usage
Minimum Size:
Minimum Size:
2 cm width
1.5 cm width
Incorrect Usage 01
Do not rotate the logo
02
Do not compress or stretch the logo
03
Do not place elements within the logo clearspace
04
Do not rearrange parts or create compositions that are not provided in the guideline
05
Do not resize any part of the logo
06
Do not add unofficial elements in the logo
07
Do not use off-brand colours. Always refer to the colour usage section
08
Do not add in special effects such as drop shadows or 3D effects
09
Do not use gradient
Logo Usage
Colour usage For primary usage, the logo should always be used in dark green against light coloured brand colours or white against imagery background.
Logo Usage
Colour usage For secondary usage, the logo can be used white against the darker secondary brand colours or dark green against imagery background.
Logo Usage
Brand Colours Our main brand colours are pink,
coral,
olive and
Colour Usage
sand,
dark green.
Brand Colours Primary Colours
Coral
Pink R 242 G 199 B 185 C 3 M 24 Y 22 K 0 # F2C789
Dark Green R 45 G 76 B 59 C 78 M 47 Y 74 K 45 # 2D4C3B
Secondary Colours
Sand
Dark Green
Sand R 203 G 176 B 151 C 21 M 29 Y 41 K 0 # CBB097
Olive R 102 G 107 B 80 C 58 M 44 Y 71 K 24 # 666B50
Olive
Coral R 233 G 150 B 111 C 6 M 48 Y 58 K 0 # E9966F
Colour Usage
Olive
Typography
We use a combination of 2 typefaces for our brand. The typefaces have been designed to work together to convey our brand identity, while also allowing for appropriate type hierarchy through Typography Usage
the organisation of information.
Brand Font Hierarchy gut feelings
HEADER & SUBHEADER FONT
DM Serif Display is used as both the header and subheader font. Header is used for titles,
DM Serif Display
and product names. Subheaders help organise
Regular
information and give importance to certain areas of text. https://fonts.google.com/specimen/DM+Serif+Display
gut feelings
BODYCOPY FONT
Our body text font is minimal, modern, and
Lato Family
uncomplicated. Different usage of font weights can also be applied to highlight information. https://fonts.google.com/specimen/Lato
Typography Usage
Brand Font Hierarchy
Lorem ipsum dolor sit amet consectetuer elit
Header
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh
Sub Header
euismod tincidunt ut.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et www.gutfeelings.co
Typography Usage
Body Text
Photography Style
The photography style focuses on natural elements such as shadows, sun, light and raw textures – portraying the connection between human bodies, souls, and nature.
Photography Style
Photography Style
Photography Style
Photography Style
Photography Style
Product Photography Style
The product photography style is clean & straightforward. Natural and raw materials are featured in the shots to remain linked with nature. Slight pop of colours are also introduced to increase passion, vibrancy and intensity.
Photography Style
Photography Style
Photography Style
Photography Style
Illustration Style
The illustrations style is abstract and minimal – featuring abstract illustration that reects the diversity of human bodies and shapes and their connection with nature and its elements.
Illustration Style
Brand Main Illustration
Carolina Vanderoost www.gutfeelings.co
carolina@gutfeelings.co
+1 (647)461 1109
Business Card
Thank You