brand guidelines
Index About
01
Logo
03
Do’s and don’ts
05
Typeface
07
Packaging
09
Colours
13
Illustration style
15
Photography
17
01
About
01
At Vara, we deal exclusively with organic age-defying solutions. Our current range contains Sea Buckthorn extracts. Our ingredients are fresh, handpicked and straight from the foothills of the Himalayas.
Sea buckthorn is an exotic berry from the dense forests of the Himalayas. The oil from these exotic berries/seeds have cell restorative, UV absorption and other therapeutic properties. It is not very well known in India and it’s properties haven’t been recognised by even the locals.
02
03
Our logo
02
001
Our logo is to be used in all artworks and it includes advertisements, publications, collaterals, hoardings and packaging of the product.
Behind the name and symbol The name ‘Vara’ in sanskrit means blessing/boon/gift. In this context, it means giving them the gift of youth again. The symbol is inspired by the leaves of the Sea Buckthorn plant and it’s berry. The unit resembles a flower re-blooming to signify ‘going back to/ gifting youthfulness’. It is delicate, feminine and graceful.
04 001
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05
Do’s and don’ts
03
001
The minimum height of the logo should not be less than 1in from the circle to the bottom of the letter ‘a’ The space between the mark and the typeface is o.5cm.
002
This minimum clear space should be maintained around the logo when it is used for packaging, web, print and on other design materials.
003
Don’t use displeasing colours as backgrounds for the logo.
004
Don’t use the logo on cluttered images.
005
Retain logo colours wherever possible and marginally use it as a negative.
001
002
minimum height
space around logo
1in minimum height
003
004
005
06
Typeface
001 & 002
04
The mentioned typefaces are to be used in any design material. Raleway is a delicate and stylish font that works for headlines. Seravek is works well for body copy. Use ithem wherever it’s possible and avoid using other fonts.
003
The font is delicate and hence should not be reduced to a size that’s too thin
07
001
002
primary font
08 secondary font
Hh abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
!@#$%^&*()__+=)
Raleway
003
Seravek
09
Packaging
03
001
These are the standard bottle shapes to be used cross our product range The bottles are to be made of post consumer recycled plastic.
002
Standard label formats The label must contain information on skin type, product, day/night, volume Ensure that the space between the logo and the bottom unit is sufficient and well composed.
001
10
002
age-defying face wash oily skin
age-defying night cream
age-defying face serum
200ml
oily skin
60ml
dry skin
160ml
11
Packaging
04 001
The product can be stacked up horizontally or vertically in the stores.
002
The packaging mechanism is consistent across all product ranges.
003
The entire 3 step regime will be packed and sold like the image shown in 003
001
12
002
magnets
this way up
handle
003
Colours
13
001
04
primary colours These mauve shades are to be used for the logo. It is feminine, delicate and light, perfect for the product. The shades of mauve represent spirituality, peace and imagination. The orange shade represents the Sea Buckthorn berry in this context and it also stands for optimism.
002 secondary colours These three shades are the secondary colours that could be used on other design materials and illustrations.
14
001
#F8B136
#A686B8
CMYK 1/35/84/0
CMYK 41/52/4/0
CMYK 28/42/0/0
RGB
RGB
RGB
248/177/54
166/134/184
193/161/214
#85699C
#6E5881
#ACD7CF
002
illustration style
05
15
001 Illustration style is minimalistic with the use of simple shapes and gradients. Keep elements simple and clutter-free. For gradients, use two solid colours. Most Illustrations are to do with nature so, make them look fresh and beautiful.
002
Icons are to be used on labels and catalogues. They are simple, minimalistic, similar to our illustration style. Use icons wherever possible.
16
001
solid colour gradients
002
17
Photography
06 001 We strive to promote natural beauty and therefore in our photography we would like to make it as real as it can get with marginal use of photoshop. Mauve tints can be used for photos to give that delicate feel and emphasise on our brand colour. Lighter pastel shades to be incorporated into photography.
001
18