Bran d
1A. About the brand 1B. Our mission
I mager y
2A. Art Direction 2B. Examples
L o go
3A. Logo construct 3B. Logo variations 3C. Dos & DonĘźts
C ol o ur pal e t t e
4A. Primary colours 4B. Secondary colours
Typ eface syst em 5A. Display Typeface 5B. Typeface usage
Brand usage 6A. Digital 6B. Prints 6C. Packaging
P l ay l i s t Cra ft h o lic 8A. Locations 8B. Contact
Her, 31 year old Ikuko
Yamamoto, a graduate with a Major in Stylist Course from the prestigious Bunka Fashion College, is CraftholicĘźs creator and designer. She sets the vision and oversees it design and branding. The craftholic brand was inspired by YamamotoĘźs love for doodling. She always wants to create characters with simple designs from ground zero.
CRAFTS are mythical creatures from the planet CRAFT. These cute cuddly characters came to play with us on planet Earth! Hug them, invite them to a tea party, or tell them a bedtime story. CRAFTs will be your very best friend!
YOU WILL BE HAPPY WITH US AROUND!
Concept behind craftholic is to make people feel warm, trusted, loved and comfortable. Visual message should be in neutral or warm tone, with visual elements that represent something that generically makes people feel relax and comfortable.
Current Craftholic are at a more vibrant image, filled with colours and patterns. While we are more apporaching to all different ages, adults are intimidated by the vibrant image. Adult will not consider soft toys when Craftholic shaped their image that suit more to the kid or femenine side.
Craftholics have been trying to get into the adultĘźs market and launched pure solid colours for adults. Hence, using neutral or warm colors make it more approachable to adults, but not losing the origin cuteness.
There are four main characters in Craftholic. Each of them represents a Craft, a “C”.
Each ʻCʼ represents a character from Craftholics. When four of the characters combine into one, it will form as a circle with their own characteristic on four different sides. Circle have meaning of full or filled, itʼs completed as one.
When all the “C” combine
Four character
Main logo can be only used as shown
4 & 1/2 ‘x’
1/2
5 ‘x’
X
Secondary logo can be used together, individually, as a logo or graphic.
To be only used according to shown: Full block colour with faces ONLY
To be only used according to shown: Outline with colour ONLY
Rules applys to both main logo and secondary logo.
Solid monochrome / neutral background
Textured background / image background
Same solid colour background
Complicated / contrasting background
Altering the original logo
#f6a9c9 C: 0 M : 42 Y:1 K:0
#fdc177 C: 0 M : 27 Y : 60 K:0
#ffffff
#fbf9f3
#edd8cb
#ad907a
#c4b2d7 C: 21 M : 29 Y:0 K:0
#fbf9f3
#ebe0cd
#978170
#a77e5e
#7c7866
#6f745d
#c7d89a C: 24 M:4 Y : 49 K:0
#a08a82
#000000
#d5beaa
#a9aeb6
Arial Rounded MT Bold For: Headers, Titles, Highlights Size: > 14pts
ABCDE FGHIJKLMN OPQRSTU VWXYZ abcdef ghijklmnopqrstuvwxyz
Futura Medium For: Body, Subtitles Size: < 14pts
ABCDE FGHIJKLMN OPQRSTU VWXYZ abcdefghijklmnopqrstuvwxyz
CRAFTHOLIC What is Craftholic?
Arial Rounded MT Bold Title 36pt
Arial Rounded MT Bold Header 20pt
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Integer eleifend ligula sed augue congue, eget bibendum tortor aliquet. Maecenas et mi a neque tristique porta vel quis ex. Aenean at pulvinar odio. Phasellus ac consequat lectus, vel vulputate leo. Proin nec ante rutrum, dapibus ligula a, fermentum felis. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed interdum sit amet orci vel ultricies. Nam sem ex, facilisis semper Futura Medium pretium in, mollis a enim. 12pt
â&#x20AC;&#x153;Lorem ipsum dolor sit amet, consectetur adipiscing elitâ&#x20AC;?
Futura Medium Subtitle / Dialogue / sign-off
Brenda Lim Si Gin Art Director m: 84886488 | o: 63457890 e: brenv@craftholic.com.sg w: www.craftholic.com.sg a: 95 Leah street, Summer block #27-06
brenda lim <brenv@craftholic.com.sg>
Brenda Lim Si Gin Art Director m: 84886488 | o: 63457890 e: brenv@craftholic.com.sg w: www.craftholic.com.sg a: 95 Leah street, Summer block #27-06
Brenda Lim Si Gin Art Director m: 84886488 | o: 63457890 e: brenv@craftholic.com.sg w: www.craftholic.com.sg a: 95 Leah street, Summer block #27-06 | s:536895
"Roar," Katy Perry "Happy," Pharrell Williams "Who Says," Selena Gomez & The Scene "Beautiful," Christina Aguilera "Run the World (Girls)," BeyoncĂŠ "What Makes You Beautiful," One Direction "Good Life," OneRepublic
BUGIS+ 201 Victoria Street, Bugis+, #02-23, S188067 tel: +65 6636 5933
PLAZA SINGAPURA 68 Orchard Road, Plaza Singapura, #03-19A, Singapore 238839 tel: +65 6884 6624
VIVO VITY 1 Harbourfront Walk, Vivo City, #02-37, Singapore 098585 tel: +65 6264 7470
RAFFLES CITY SHOPPING CENTRE 252 North Bridge Road, #03-09, Raï¬&#x201E;es City Shopping Centre tel: +65 6532 1454
hello@craftholic.com.sg