WEGAN Brand Corporate Identity by Tara Watt

wegan

BRAND GUIDE BOOK Healthiest Choice Of Eating

wegan@2017 I BRAND GUIDE BOOK

www.wegan.com

This manual has been designed for easy reference to the information needed to visually reproduce the Wegan brand. These standards ensure a consistent presentation of Wegan identity, which is critical to the success of our brand for these reason: -The Wegan Signature and graphic elements represent the essence of our brand, and instill loyalty in customers -Inconsistent usage of the Wegan Signature and other graphic elements could weaken and dilute the message to consumers about the brand -The overall presentation of the brand will insist on communicating the same way.

01 INTRODUCTION TO WEGAN _01 02 WEGAN SIGNATURE _05 03 SIGNATURE CLEAR ZONE _07 04 SIGNATURE COLORS _09 05 SIGNATURE MISUSES _11 06 PRODUCT PORTFOLIO _13 07 COLOR PALETTE _15 08 TYPOGRAPHY _17 09PHOTOGRAPHY STYLE _21 09 GRAPHIC ELEMENT _25 10 POSTER DESIGN _27 11 BRANDED EXAMPLES _29

Table of Contents

Introduction To wegan

Healthy Inspire people to live better and longer; we provide customers healthy foods and lifestyle Delightful Makes every meals become pleasant and enjoyable for our customers. Fresh Our brand serve fresh foods straight from nature Energetic Engaging with experience, fun and active brand personality ; we encourage people to exercise. Lively Full of life and energy; we bring customer the experience of healthy lifestyle which rely on our plantbased products. Brand vision Inspire people to eat healthy with natural resources for long term health and wellness. Brand Mission Establish plant-based eating lifestyle for people in the world. Brand Promise Bring you fresh foods for your better lifestyle. 1

Who are we?

01 Intorduction To wegan Vertical Who are we? Wegan is the organization that supports people to eat healthy on plant-based diet. Our organization is based in Bangkok, Thailand. The brand was found by people who regard Vegan diet as the alternative choice of eating lifestyle. Today, we are the restaurant that provide 100% organic foods that comes from natural resources. Eating a plant-based diet is essential to long term health and wellness. Our brand consider customer’s health as the priority. However, many people have the idea that foods from animal products are the only source of high quality proteins. Vegan foods image has been generally regarded as the diet that is not providing enough amount of proteins as the body needs. Our brand intend to change the perspective of people that have on Vegan food as a healthy and delicious way of eating. The Wegan restaurant is Bangkok people’s choice eating experience for organic, gluten-free and vegan dishes, using food from all natural resources. “Wegan” comes from the word “Vegan” which refers to Veganism. Veganism is a type of vegetarian diet that excludes meat, eggs, dairy products and all other animal-derived ingredients. Many vegans also do not eat foods that are processed using animal products, such as refined white sugar and some wines. Vegan means either a person who follows this way of eating or to the diet itself. The word vegan can be an adjective used to describe a food items as well. In the combination with the word “We Can,” which represents the motivation to stay on plant-based diet. With most restaurants and food companies provide animal-based foods instead of plant-based options. Also, most of food companies’ products contain milk, cheese, or some type of diary derivative. Consequently, people feels challenged to stay on plant-based diet and keep their goal in mind.

wegan Signature

02 wegan Signature wegan signature

symbol

Vertical The form of the Wegan Symbol is depicted the hand making a fist to represent the motivation or passion to engaging with healthy lifestyle with plant-based eating which being symbolized as the leaf. The Wegan Wordmark uses a specific size of typeface with all small letters and it should not be altered.

wegan

In collaboration, the Wegan Symbol and Wordmark create the Wegan Signature. The Signature forms the most significant feature of the Wegan product and corporate identity and should be used on all aspects of branded communication. The Wegan Signature should never be altered, tilted, distorted, manipulated or disassembled on any application. wordmark

1â&#x20AC;?

wegan minimum size

Signature Clear zones

03 Signature Clear zones X

Vertical The following is the clear zone rule for vertical Wegan Signature. In order to achieve maximum visibility, the Wegan Signature should always appear with a minimum area of clear space around the logo. This area should be free of any type or graphic element. Using center-line height of the letters “wegan” as “x,” the clear space is a 1x area around the entire Signature. This rule applies to all versions of the Wegan Signature on all mediums.

wegan X

Signature Colors

04 Signature Colors Vertical Since the Wegan Signature is t he brandâ&#x20AC;&#x2122;s primary visual representation, its zintegrity should be respected at all times, in all places. Please do not stretch, condense, augment or distort its form. Changing any graphic element of the signature will weaken its impact and detract from the consistent image we seek to project. The illustrations to the right depict the examples of the misunderstanding and inappropriate uses of the Signature

wegan

Black on white

White on Black

Please use only approved electronic art when reproducing the Wegan Signature..

Signature Missuses

05 Signature Missuses

wegan

Vertical

n wega

wegan

Since the Wegan Signature is t he brandâ&#x20AC;&#x2122;s primary visual representation, its zintegrity should be respected at all times, in all places. Please do not stretch, condense, augment or distort its form. Changing any graphic element of the signature will weaken its impact and detract from the consistent image we seek to project. The illustrations to the right depict the examples of the misunderstanding and inappropriate uses of the Signature

wegan

wegan wegan

wegan

Please use only approved electronic art when reproducing the Wegan Signature..

Product Portfolio

05 Product Portfolio Vertical Color is a primary means of visual identification that we use to create a powerful emotional response. Our colors were chosen with care to convey that we are a natural and environmental friendly brand. The consistent use of a limited number of colors will build strong external recognition and memorability for Wegan.

wegan wegan

Primary Palette Our primary color, Wegan Green, is intended to be the main signifying color for the brand. It should be used for solid fill of graphics and backgrounds along with the use of the Wegan Pattern. In terms of the combination, it is the blend of Dark Green and White. Dark Green and White are to be used exclusively in the Wegan Pattern. Either Dark Green or White can be apply depends on the appropriation of the background color and the Wegan Pattern. Brown is to be used on secondary background. The Wegan Signature can only used Black and White since it will be stand out on background color Wegan Green. Black and White can also be used for the typography.

Color Palette

07 Color Palette Vertical

WEGAN GREEN

BLACK

PANTONE 337C

PANTONE

CMYK

RGB 166 178 93

RGB 29 29 27

#A6B25D

#1D1D1B

DARK GREEN

WHITE

PANTONE 5743C

PANTONE White

CMYK

RGB 86 101 77

RGB 215 212 178

#56654D

#FFFFFF

Black

Since the Wegan Signature is t he brandâ&#x20AC;&#x2122;s primary visual representation, its integrity should be respected at all times, in all places. Please do not stretch, condense, augment or distort its form. Changing any graphic element of the signature will weaken its impact and detract from the consistent image we seek to project. The illustrations to the right depict the examples of the misunderstanding and inappropriate uses of the Signature Please use only approved electronic art when reproducing the Wegan Signature..

BROWN PANTONE 462C CMYK RGB 91 81 65 #5B5141

Typography

ABCBEFGHIJKLMNOPQRS TUVWXYZ abcdefghi jklmnopqrstuvwxyz 0123456789

08 Typography Vertical Weganâ&#x20AC;&#x2122;s primary typeface is Futura. Futura has an appearance of efficiency and forwardness. Itâ&#x20AC;&#x2122;s a clean sans serif font that features simple geometric forms which makes it a friendly typeface that is easy to read from the distance. Futura is uniquely suited for a wide range of visual communication. Multiple levels of typographic hierarchy are defined both for impact and clarity of our communications. When to use Use Futura for all Wegan communications where possible. Use Futura in rendered from for online application, advertisement and stationary. When use of Futura is not possible, use Baskerville font. The weights shown for Futura are approved to use.

Futura (Bold)

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Futura (regular) ABC123 1234567890 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 ullamcorp

Baskerville (regular) ABC123 1234567890 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

Header Futura Bold ---- 40/42 Sub-Head Futura ---- 15/18 Body Copy Baskerville ---- 12/15 ON WHITE BACKGROUND

ON GREEN BACKGROUND

LOREM IPSUM IS SIMPLY DUMMY TEXT

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industryĂ&#x2022;s standard dummy text ever since the 1500s, when an unknown printer took a gallery of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum

Black

Gray

Photography Style

People

Restaurant

Food

09 Photography style Vertical Our photography style is clean and natural. We use natural light whenever possible. To avoid unnatural angles, never rotate the camera to angle other than 90 degrees. The photography can be broken down into three subject categories: Food, restaurant and people People photography captures the feeling of delightful and lively. It uses for showing the relationship between customers and the brand. It also used as the key visual to brand personality. The facial expression and body movement of people in the photograph should show the happiness and the healthiness that people receive within the use of brand products. Restaurant photography is used to show the environment inside the restaurant. It should look clean and fresh. Natural lights should be used as active element in restaurant photography. Food photography is the essence of the brand. These photos will show the quality and appearance of foods in the restaurant. Foods should occupy more than 50% of the photograph and the focal point in the picture should be at the food. Foods in the photography should look natural, fresh and delicious.

Graphic Element

09 Graphic Element Vertical Orientations The Wegan Pattern is derived from the forms of vegetable which we use as the ingredients in our product. Contouring lines are being used on the illustration as same as the way they being used on the Wegan Symbol in order to achieve the consistency of the brand corporate identity. It can be applied in a number of ways to create visual impact when layered against the background It should be used judiciously since the Wegan Pattern is considered as the graphic elements that are being used to advocated the brand appearances. A viewer should not see the pattern alone. It should be use with the Wegan Signature. Appropriate examples include the packaging, menu covers, web landing pages and brand stationary. These are the four versions of the Wegan Pattern that can be used for different needs. It may be necessary to extend or reduce the size of the pattern depending on the use. They should not be altered or stretched.

09 Graphic Element Vertical Misuses Changing any graphic property of The Wegan Pattern will weaken its impact and detract the consistent image we seek to project. The illustrations to the right describe some, but not all, of the more common misunderstandings and inappropriate uses of the Wegan Pattern. Please use only approved electronic art when reproducing the Wegan Pattern.

Poster Design

Branded Examples

Kunthara Poonjaruwat (Piggy)59120500605 Chayanit Pichayapaiboon (Auang)59120500611