Vessle brand book

Brand Book

Why a Brand Book?

This is to serve as a guide to all employees in the areas of design and marketing. This book will serve as a compass, navigating you through our design process and principles.

We aspire to have a concise design theme across all mediums so our story can be told effectively and our consumers can experience our brand to the fullest.

This is a precious resource and it must be followed to the letter.

Table of Contents Who we are

3

Mission & Vision Statement

4

What Sets Us Apart

5

Our Process

6

Identity Mark Do’s and Dont’s for our Identity Mark

7-8 9-10

Color Palette

11

Typography

12

Personas

13-14

Product Imager y

15-22

Stationar y

23-24

Brand Feel

25-30

Who we are.

At Vessle we believe that small changes can make a big impact. More specifically we believe that small changes in the way we look at how we use water in homes can make a big impact on our water systems and create sustainability for the future.

We are an innovative company always pushing the envelope when it comes to new ways to promote sustainability.

3

Our Mission

Our mission is to reduce the stress on our fresh water resources while providing clean drinkable water in everyone’s home in innovative ways.

Our Vision

Our vision is to bring innovative clean water solutions to everyone’s home while lowering the impact on our fresh water resources.

Who we are 4

What Sets Us Apart.

We strive to create products that every single person can use on a daily basis that are easy and intuitive but are at a low price point so everybody can enjoy them. We want people to make the difference by giving them the means to do so.

We want to change how people think about the water that they use every single day and how they can make a positive impact on their fresh water resources.

Together through small changes, we can make a big impact.

5

Our Process Our process is very important here at Vessle. It dictates how we operate as a company. It is the structure on which we make everything.

We believe through innovative thinking and well designed products we can create a sustainable future for generations. These are the corner stones of Vessle and must be throughly thought of in any process we do here.

Design

Sustainability

Innovation

What Sets Us Apart 6

The Identity Mark.

Our logo is a valuable asset and must be treated with respect. It is the way people recognize who we are as a company and is crucial to our identity as a company.

01 This mark may be used by itself in many applications such as products but should never be smaller than .5 inches wide on print and 36 pixels wide on web.

02 The full logo with text should be used on all print materials such as printing publications, advertising billboards, posters, fliers and product packaging.

7

01

.5�

02

Identity Mark 8

The Do’s and Dont’s.

These are the do’s and dont’s when it comes to our logo. They are pretty straight forward and they are crucial for establishing our brand consistently.

Do’s

Don’ts

01 Space around the Logo

04 Warning!

Leave a x-height space around the logo at all times.

02 Logo on color This is an appropriate use of our logo on color that is acceptable with our color palette.

9

Please don’t put our logo on colors that don’t work.

05 Do not rotate logo Never rotate the logo

03 Logo with tag line

06 Do not embellish the logo

Always leave the x-height space between the logo and tag line.

Do not add anything to logo, drop shadows, embossing, extra strokes, etc.

01

04

02

05

03

06

Do’s and Don’ts 10

Our Color Palette.

Our colors are what make us unique and give us our personality. We are all about saving water and our colors speak to that.

They resemble our conscious effort to conserve our fresh water resources.

These are the primary colors for headers and text

11

CYMK: 83/31/58/11

CYMK: 92/55/48/27

CYMK: 0/0/0/90

RBG: 36/126/115

RGB: 15/94/97

RGB: 65/64/66

Hex: #247E73

Hex: #0F5461

Hex: #414042

CYMK: 28/0/19/0

CYMK: 38/0/35/0

CYMK: 58/0/36/0

RGB: 183/224/213

RGB: 158/213/182

RGB: 102/197/186

Hex: #B6E0D5

Hex: #9ED5B6

Hex: #66C5B4

The Type.

We use the Gill Sans Std family as our main font. It has a wide variety in its family which makes it very versatile while maintaining easy readability and a clean look. The two main fonts we use are Gill Sans Std Light* and Gill Sans Std Regular*.

Aa Aa *

Gill Sans Std Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*) 0123456789

*

Gill Sans Std Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*) 0123456789

Aa Aa

Gill Sans Std Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*) 0123456789

Gill Sans Std Extra Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*) 0123456789

Color Palette & Type 12

Our Customer Personas.

Understanding our customer personas is essential in understanding our brand. A brand is what our customers recognize us as, their opinions matter as ultimately they define what our brand is. By understanding who is in our target market we can create the material to cater to their needs.

13

Katie Smith Katie is a 54 year old librarian who is married. She enjoys growing plants inside her house and is conscious of her daily water use around her house. She doesn’t like to carry around big watering cans to water her flowers as they can be a strain on her muscles. She is looking for a way to conserve the water that is wasted by the shower to use on her flowers.

Larry Anderson Larry is a 35 year old account executive with a wife and three children. He enjoys the outdoors by fishing and camping with his family. He is very active and likes to go on runs daily. Larry is also conscious of the amount of water he uses within his home and would like to make a difference in the way his family uses water. He also likes using water filters cause the water quality where he lives is low.

Sandra Hernandez Sandra is a 24 year old recent graduate of college. She is currently working as a nurse. She is very conscious of her spending habits and has a tight budget due to her student loans. She is always looking for ways to cut down on pricey monthly bills. She feels that she could save money by conserving the water she uses before showering by using it as drinking water.

Personas 14

Product Gallery.

15

The vessle is a very intuitive product, designed to be highly functional while having a beautiful organic design.

The Vessle pitcher slides into the top section for a perfect seam so you don’t get soapy dirty water in the Vessle while showering.

Image Gallery 16

Pitcher Specifications.

10 in

8 in

17

3.5 in

Shower Case Specifications.

4 in

8 in

4 in

Image Gallery 18

Pitcher Lid Specifications.

1.5 in

7.5 in

3 in

19

Overflow Hole Specifications.

The overflow hole will prevent the vessle pitcher to become overfilled so when you take it out of the shower you won’t spill water. It will only pour water out into your shower.

Once the lid is attached to the picther it will block the overflow hole so water cannot escape through it while using it to fill glasses.

Image Gallery 20

21

Image Gallery 22

Vessle Corporation 3001 N Murray Ave Milwaukee, WI 53211 Phone: 920.912.3444 Fax: 920.458.5053

S m a l l C h a n g es . B i g I m p a ct .

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Stationary 24

25

Brand Feel 26

27

Small Changes. Big Impact

Brand Feel 28

29

Brand Feel 30

Small Changes. Big Impact