BRAND GUIDELINE K1732537
WHO ARE WE? Our Story Our Brand
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BRAND ELEMENTS Logo Colour Palette Typefaces
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COMMUNICATIONS Tone Of Voice Mood & Tone Imagery
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ADAPTATIONS Packaging Document Templates Merchandise & POP Materials Website Marketing Communications Social Platforms
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CONTENT
WHO ARE WE?
Understanding GINGER JOE as a brand is the crucial first step to the brand guideline. The history of the brand, as well as the position of the brand is the foundation of all the brand elements.
OUR STORY The root of GINGER JOE starts from Joseph ‘Ginger’ Stone, moustachioed London greengrocer who is the founder of Stone’s Ginger Wine circa 1740. For more than 270 years, Stone’s ginger wine secret recipe has been refreshing British citizens and those who are in love with feisty taste of ginger drinks. The legend of Stone’s ginger wine inspires the birth of GINGER JOE, a traditional ginger beer taste that has been spiced up to the next level with a kick of alcohol.
WHO ARE WE? https://www.gracesguide.co.uk/File:Im192901GHK-StonesWine.jpg
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OUR BRAND GINGER JOE is
THE TRADITIONAL REFRESHMENT WITH A TWIST OF ALCOHOL that is suitable for everyone, both male and female who want to be freshen up the day, enjoy the moment, or having a good time with friends and family with reminiscent taste without being overwhelmed by high amount of alcohol.
WHO ARE WE? https://i.pinimg.com/originals/50/df/1e/50df1ef5a08472cdccc4b2c90df3590c.jpg
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GINGER JOE’s brand elements are developed to reflect the nature of the product and a representation of the brand identity. The following pages are the guideline to each elements and the instruction on how to use brand elements on various occasions and platforms.
BRAND ELEMENTS
LOGO GINGER JOE’s logo has a shape of moustache to refer back to Joseph ‘Ginger’ Stone, moustachioed London greengrocer who is the inspiration for the brand. The shape of moustache is not too obvious and is comprised of curves, instead of sharp ends, as it is designed to give feeling of gentle and happiness, as well as being more feminine in order to include female drinkers. Colours used in the logo is ORANGE (PANTONE 1495C) and WHITE. Orange reflects both ginger beer beverage and cheerful and energetic nature of GINGER JOE brand. This specific shade of orange is selected as it contains more yellow hue which is the colour that also reflect cheerful feeling as well. White is selected to accompany orange as it gives a sense of simplicity and it is neutral.
PANTONE 1495C
PANTONE WHITE
R: 255 G: 144 B: 22
R: 255 G: 255 B: 255
C: 0% M: 53% Y: 95% K: 0%
C: 0% M: 0% Y: 0% K: 0%
BRAND ELEMENTS 7
LOGO GINGER JOE’s orange-on-whitebackground logo should be used for all application. White-on-orange background is encouraged to be used if possible, in order to reinforce GINGER JOE’s orange.
Orange-on-white background logo
Black-on-white background logo
White-on-orange background logo
White-on-black background logo
For newsprint, the logo can be reproduced in either black-on-white background or white-on-black background.
BRAND ELEMENTS 8
LOGO USAGE DO NOT
DO NOT
put a frame around the logo.
outline the logo.
DO NOT
DO NOT
DO NOT
tilt the logo unless instructed by brand managers. Tilting must be anti-clockwise and does not exceed 65 degree.
omit the word STONE’S in the logo.
make the word transparent.
BRAND ELEMENTS 9
COLOUR PALETTE PRIMARY COLOURS ORANGE (PANTONE 1495C) is chosen to be GINGER JOE’s primary colour, along with WHITE. Orange reflects both ginger beer beverage and cheerful and energetic nature of GINGER JOE brand. It should be used for the headline, as well as other prominent elements. White is selected to accompany orange as it gives a sense of simplicity and it is neutral.
PANTONE 1495C
PANTONE WHITE
R: 255 G: 144 B: 22
R: 255 G: 255 B: 255
C: 0% M: 53% Y: 95% K: 0%
C: 0% M: 0% Y: 0% K: 0%
SECONDARY COLOURS GREY (PANTONE 425C) and YELLOW (PANTONE YELLOW C) are chosen to be GINGER JOE’s secondary colours. Grey is more neutral than black and does not look as heavy. Yellow is also an energetic and cheery colour, so it is perfect to accompany orange if needed.
PANTONE 425C
PANTONE YELLOW C
R: 84 G: 87 B: 90
R: 255 G: 222 B: 0
C: 66% M: 56% Y: 53% K: 29%
C: 3% M: 8% Y: 100% K: 0%
BRAND ELEMENTS 10
TYPEFACES FRANKLIN GOTHIC HEAVY The standard font for GINGER JOE is Franklin Gothic font family. The font is simple and easyto-read, so it will not overpowering other brand elements. The font should be used in all communications, including all prints and web applications. Franklin Gothic Heavy is used for headlines and topics. Most of the time, it will be used in an all-capitalized form. Franklin Gothic Book is used for body copy and descriptions.
ABCDEFGHIJKLMNOPQRSTUVWXYZ Abcdefghijklmnopqrstuvwxyz 0123456789
FRANKLIN GOTHIC BOOK ABCDEFGHIJKLMNOPQRSTUVWXYZ Abcdefghijklmnopqrstuvwxyz 0123456789
BRAND ELEMENTS 11
COMMUNICATIONS
It is crucial to communicate who GINGER JOE is as a brand to the consumers. The following section is the instruction on how to use language and image as a tool to communicate the brand to the public in order for everyone to fully understand the brand as it is.
TONE OF VOICE FUNENERGETICSO CIALGATHERINGRE LATIONSHIPHAPPY REFRESHCHEERFU LFRIENDLYOPTIMIS MWARMTHINCLUSI VERELAXFRIENDLY
GINGER JOE’s tone of voice should be casual formal; it should be relax but it should not be childish. Copy appearing in the communication should be short but witty. Style of writing should be inviting the audience to use the product for enjoyment and relaxation. It should also hint the emotional benefit after consume the product. The words shown on the right should be employed, especially the word refresh or refreshingly, as it reflects the nature of the product the best. This tone of voice should be employed in every communications, including offline and online.
COMMUNICATIONS 13
MOOD & TONE Mood and tone of GINGER JOE communication should be happy and relax. The image used for the brand should give the sense of warmth and being inclusive. People should be enjoying themselves and being laid back in the picture. It is very crucial that everybody in the picture is a part of the community.
COMMUNICATIONS http://www.onmyhand.co.nz/wp-content/uploads/2016/06/ACONO_Kinfolk2014_073_SML.jpg
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Outdoor setting is preferred. Natural Light should be employed.
Social Gathering must be seen and people must be happy and enjoying themselves.
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IMAGERY
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If the setting is indoor, the room must be lid by natural light.
Night scene and dark room must be lid by soft and warm light.
COMMUNICATIONS 1. https://pixabay.com/en/people-men-fire-flame-camping-2598902/ 2. https://www.pinterest.com/pin/460282024391221266/
3. https://sunnysideretreats.com/travel-trips/top-places-to-visit-in-miami-beach/ 4. http://www.hotel-r.net/mf/espirit-de-la-mer
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IMAGERY Models should reflect real people aged between 25 – 40 years old. Ideally, there must be both male and female in the same picture. Diversity is encouraged. Models should appear to be socialising in the image with natural gestures and smile. Nobody should be left out from the group. As for the costume, casual formal wear is preferred. Costume should not be too colourful, neutral tone is suggested.
COMMUNICATIONS https://static1.squarespace.com/static/52c47587e4b0ea8261b400b5/553adae4e4b086f57a2e95df/553adaf8e 4b086f57a2e9660/1429920507501/kinfolk+gatherings+2015+dublin+beneath+the+surface+023.JPG
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DO NOT employ harsh and colourful lighting.
DO NOT show a person being alone in a sad and lonely gesture.
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IMAGERY
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DO NOT make the models pose fashionably.
AVOID using models or elements that would suggest that the communications are gender-bias.
COMMUNICATIONS 1. https://www.pexels.com/photo/alone-boulders-idyllic-looking-426893/ 2. https://www.pinterest.com/pin/359443614002636623/
3. http://wardrobetrendsfashion.com/berta-neon-edina-csoboth/ 4. https://www.easyweddings.com.au/articles/10-fun-things-hens-party/
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Communications of the brand need to be consistence across various channels. This section is especially created to instruct how to adapt brand elements across various platform in order to achieve the consistence image of GINGER JOE.
ADAPTATIONS
PACKAGING Tilted logo is acceptable when being on the label and the package, such as 4-pack carrier, in order to be prominent. Logo should be tilted anti-clockwise, at 63.35 degree. “Alcoholic Ginger Beer” should be typed in orange Franklin Gothic Heavy with capital letters. “ALC 4% VOL” should be typed in grey Franklin Gothic Heavy with capital letters. Both phrases are placed at the bottom right corner of the label and the package. GINGER JOE’s orange-on-white-background logo is used on both the label and the package.
ADAPTATION 19
DOCUMENT TEMPLATES Paper used to print the official document from the brand must employ the template shown on the right. Presentations, used for both for internal and external communications, must employ the template shown below.
ACCOLADE WINES CO., LTD. Thomas Hardy House, 2 Heath Road Weybridge, Surrey, KT13 8TB United Kingdom Telephone: +44 (0) 1932 42 www.accolade-wines.com
ADAPTATION 20
MERCHANDISE & POP MATERIALS Merchandise should be the products that relate to alcohol drinking and social gathering events, such as bottle opener with keyring, ice bucket, and portable cooler. Producing merchandise in orange colour that is close to PANTONE 1495 C is encouraged. Point-of-Purchase (POP) materials should be produced in orange. Key visual and image from the communications may be used on POP materials, such as tent card. However, reinforcing of GINGER JOE’s colour and logo is encourage. GINGER JOE’s white-on-orange-background logo should be employed on both orange merchandise and orange POP materials.
ADAPTATION https://cdn.foodism.co.uk/gallery/5a4b7f5037329.jpeg
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WEBSITE Website for desktop version should be organized as the example. It is crucial that all elements are on white background.
HEADER The subject of the content of the page will be display here in orange Franklin Gothic Heavy font, typed in capital letters.
LOGO Orange logo is used in this area.
NAVBAR Navbar must be in orange Franklin Gothic Heavy font, typed in capital letters.
FOOTER An area for social media icons and legal and technical information.
PAGE CONTENT Body copy should be in grey Franklin Gothic Book, placed in the middle of page content area.
ADAPTATION https://www.gracesguide.co.uk/File:Im192901GHK-StonesWine.jpg
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WEBSITE Website for smart devices version should be organized as the example. It is crucial that all elements are on white background.
LOGO Orange logo is used in this area.
NAVBAR Navbar must be in orange Franklin Gothic Heavy font, typed in capital letters. It should be collapsible.
CONTENT Body copy should be in grey Franklin Gothic Book, placed in the middle of page content area.
ADAPTATION https://www.gracesguide.co.uk/File:Im192901GHK-StonesWine.jpg
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ADVERTISING COMMUNICATIONS Print advertising, out-of-home advertising and online advertising layout, such as online banner, should use the image according to the imagery guideline and apply the layout shown. The orange logo should be on the bottom right corner. It can be resize to fit accordingly but must not be smaller than 2/9 of the image. GINGER JOE bottle must appear in the image. For Print advertising and out-of-home advertising, orange strip must be add at the bottom of the layout and should occupy 1/12 part of the image. This space is to place the information, such as GINGER website in white text. Please refer to Tone of Voice guideline on the appropriate language used in communications.
ADAPTATION https://st2.depositphotos.com/3591429/10111/i/950/depositphotos_1 01113202-stock-photo-friends-eating-pizza-on-the.jpg
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SOCIAL PLATFORMS 1
GINGER JOE employs 4 Social Media Channels to serve different purposes. Facebook and Twitter serve as a channel for updating the news. Instagram and Pinterest serve as an inspiration and brand’s image display. GINGER JOE’s orange-on-white-background logo should be used as a profile picture for every social media. 2
Current communications and guided imagery should be used throughout the feed. GINGER JOE’s logo should be visible on every pictures.
Please refer to Tone of Voice guideline on the appropriate language used in Social Media post.
ADAPTATION 1. https://st2.depositphotos.com/3591429/10111/i/950/depositphotos_101113202-stock-photo-friends-eating-pizza-on-the.jpg 2. https://www.gettyimages.ca/detail/photo/friends-having-fun-at-san-diego-beach-royalty-free-image/584750602
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K1732537