BRAND GUIDELINES VERSION 1 JUNE 2015
CONTENTS INTRO 03 What is Tareeya 04 Tareeya friendship bucket list 05 Who are our true friend 06 When our true friend need Tareeya 10 Brand Concept 11 Brand Moodboard 12 3Vs Moodboard 13 Brand Architecture 15 Others 2 Brand Extension 16 Brand Strategy 17 Brand Essences 18 Brand Attribute & Brand Action 19 Brand Narrative & Tareeya Tone Of Voice 22 IDENTITY THE LOGO 23 Tareeya Strapline 28 Tareeya Key Visual 29 Art Direction & Design Concept 31 Tareeya Today 35 Monochrome Logos & Background Images 36 IDENTITY TYPOGRAPHY 38 Color 41 Pretty Pictures 42 Key Communication Element 43
Introduction Origin of Tareeya is inspired by Thai culture that are valuable and unique for worldwide , Tareeya wants to keep this treasure and create it for nowadays life style so Tareeya begin to think from people mind not selling mind “ What kind of things that people can always be in touch with Tareeya?” and the answer is very easy because it is “ The Life Style” That’s the main idea of Tareeya , we create from life of people everything , everywhere they go , every activity they do will have us always this is Tareeya inspiration.
What is Tareeya? We are the company that create product of people daily lifestyle with conceptual Thai culture design , we create in various category to relevance each customer segment .
Tareeya friendship bucket list - Create great quality of product category and concentrate in design concept that relevance customer segment - Understanding target customer insight by research , trend forecast , etc. - Deliver what we promise to customer with functional & emotional benefit - Extent product from customer life path to be a holistic lifestyle souvenir brand - Communicate brand to target audience with the right message and engagement media
Who are our true friend For Tareeya our customer didn’t classify by demographic but by attitude and lifestyle even kids is our customers too so let describe it in easy way to understand B: I like to represent myself as tasteful and trendy people through the things I use A: I need to decorate my house with stylish product for handle guest to come
C: I don’t like others judging me and told me that I’m a chuck
D: I try to think about Thai brand that mix Thai with international atmosphere and If I use it I will proud to show it to others
E: Nowaday a lots of product for life is just creative but it doesn’t has functional benefit in real world where should I find product that contain creative with function it could be
F : I really love my son I want him to use a good things when he goes to school and make him enjoy it
G : As a housewife I want my husband and my child feel good and relax when they come back for a dinner I need the things that make our dinner fascinate
H : I’ve to go to meet my English friend tomorrow I need to buy some memorable souvenir for her ,what I should buy and It must be “Thai” with valuable style
When our true friend need Tareeya This is just a few situation or momentthat should thinking of Tareeya - Find stuff for house - Decorate room - Invite neighbor or guest to their house - Go out for enjoy lifestyle - Their kids going to school - Prepare a good dinner for family - Make work day easy and stylish - Try to find some gift for friend - Traveling - Etc.
Brand Concept We dare you to have fun ..alone , We know that this can’t happen , as you must have friends who at times, know you better than yourself but not every friend can hangout ,laughing , fun, freak with you, just find one ! life will change to be something pretty awesome as this one friend will tackle the world with you and go so far beyond what you can imagine. Will always be by your side, never let you go and never let you down. TAREEYA completely conjoins with you from the moment you awaken, during your adventures, studying, work…right until we bring you to dreamland. Let’s enjoy together with TAREEYA. Remember, you have us as your “Life’s PLAYMATE”
Brand Moodboard This is Tareeya brand moodboard show how grateful ,happiness and valuable of friendship not just lover but friend to friend ,kids ,old people ,etc. represent feeling of friendship in each image please see it and feel it
3Vs Moodboard This is Tareeya 3Vs Moodboard tools for brand ,creative ,marketing for reference and communicate to target audiences and customers 3Vs Moodboard represent 3 elements . Imagine that Tareeya is a human based on brand concept “ Life’s Playmate ”
Voice : How Brand Say - Euphemistic : Tareeya always say smooth and harmony word tofriends with good emotional attachment - Glee : For friends Tareeya must add up fun ,energetic and humor to lovely friends and Tareeya love to see friends happy by word - Cordial : From Smooth to humor the main voice ofTareeya must contain sincerity , direct , goal For Tareeya sweet word but not good andhiding some agenda is not Tareeya style .
Visual : How Brand Look Proper : Tareeya always look proper ,match with the place that Tareeya go , Tareeya is make own self weird by dress like anti society . Alteration : Even Tareeya is very proper in every situation and event but deep inside the proper manner there are blend with adaptation to make Tareeya very trendy in every moment . Noteworthy : Tareeya doesn’t dress for stand out but Tareeya want to be remembered ,people will can’t let eyes off Tareeya .
Vibe : How Brand make feeling Intimate Tareeya make people feel close , sincere , open mind like best friend “Play Mate” in every moment Tareeya will always be there for them. Cohesion Close is not just complete feeling of Tareeya , Tareeya talk , act , enjoy with the same issue as friends blend with each other together .
Encouragement The most important part that Tareeya love to maker people feel is Tareeya endorse , support and encourage them to be happy in life . that’s the meaning of Tareeya ‘s friendship
Brand Architecture This is important part relate with business part and branding part , This is Tareeya structure brand and extent brand in the future Tareeya position as “life style souvenir” but satisfy in various category and various target of each category Tareeya Original : Original Product - Tareeya Kitchen : Souvenir in Kitchen - Tareeya Dinning : Souvenir in Dinning Room - Tareeya Bedtime : Souvenir in Bedroom - Tareeya Fresh : Souvenir in Shower room / Bath room - Tareeya Office : Souvenir in Office and work space - Tareeya Fly : Souvenir for foreigner or abroad gift
TAREEYA FLY
Others 2 Brand Extension - Brand Extension 1 : The Brand will create same category as Tareeya but use different target classify by attitude , psychography and lifestyle . - Brand Extension 2 : The Brand has customer based then new brand must use benefit of this value by targeting new brand on Tareeya target but create new product category to satisfy.
Brand Strategy Brand Vision
Brand Personality
“TAREEYA” our vision is to create the atmosphere of friendship for wonderful people and family . We surround them by our various lifestyle souvenir with stylish and exquisite Thai culture concept design which utilize to daily moment , for TAREEYA is not just product we did but it’s the present of true friend by true friend.
Tareeya is the playmate and the playmate must have personality like this ,true friends must perceive these too.
Brand Promise When people think of Tareeya ,they think about brand that give them a friendship which stay close and encourage whatever they want to do by attention of living Tareeya promise to make every minute more meaningful ,tasteful and worthwhile.
Brand Positioning To family and trendy lifestyle product consumers ( Relevant Market Segments ) who want to be in style and utilize in everyday touchpoint. TAREEYA ( Brand ) is the lifestyle souvenir ( Frame of Reference ) that makes your daily life be in good taste ( Competitive Edge ) than any other brands because TAREEYA provides you a wide range of product categories( Point of differentiation ) with great and blend with Thai culture conceptual design with TAREEYA you will never lose sight of praise and we are well prepared for your daily needs ( Competitive Edge ) always.
w &RUGLDO )LUVW RI DOO WKDW SHRSOH SHUFHLYH DV D SOD\PDWH true friend is sincere , Tareeya has personality of sincerity , good wish to friends w 7DVWHIXO 7DUHH\D LV QRW D FKXPS IULHQG WKDW ZLOO PDNH people embarrass when walk by side but very stylish , trendy and charming w +DUPRQ\ 7DUHH\D LV WKH WUXH IULHQG WKDW FDQ ILW LQ ZLWK any society ,never look down people but Tareeya always be the center of interesting and relax atmosphere maker w 3UDFWLFDO 7DUHH\D LV EDVHG RQ WUXWK QRW D GUHDP Tareeya has more competency in life. For friends Tareeya will never let anyone down
Brand Essences Brand essence is part and origin reference of brand attribute , this is the answer of why Tareeya choose to be in new brand attribute
Do : w 8WLOL]H 7DUHH\D DOZD\V GR WKLQJV WKDW FDQ ZRUN ZLWK functional and usefulness for lifestyle. w 3UDFWLFDO 7DUHH\D EDVHG RQ WUXWK DQG u3RVVLELOLW\v w 5HMXYHQDWH 7DUHH\D PDNH SHRSOH IHHO IUHVK XS DQG FDQtW wait to use and hangout with Tareeya Feel : w 3URXG :KHQ SHRSOH XVH DQG LQYROYH ZLWK 7DUHH\D WKH\ must feel proud for themselves to show others with self esteem w ,PSURYH :KHQ SHRSOH XVH 7DUHH\D WKH\ ZLOO IHHO EHWWHU than the day without Tareeya. A time when people spending with Tareeya is the time that your life worthwhile w 0HWLFXORXV :KHQ SHRSOH XVH 7DUHH\D WKDWtV PHDQ WKH\ DUH not just ordinary people but very unique in chosen the relevance things for their lifestyle not just trendy but smart decision
Look : w 7HQGHU When others look at the “Tareeya People” they will think about “Tareeya People” as smooth ,kindness that’s mean tender . w 7DVWHIXO When others look at the “Tareeya People” they will compliment to “Tareeya People” as good taste not just have money but have style to match with their style w $WWHQG When others look at the “Tareeya People” they can’t leave their eyes on “Tareeya People” and every rhythm of “Tareeya People” look very attended and interested.
Brand Attribute From Brand Essence Tareeya chooses 4 core elements in assembling to complete Tareeya brand and these are Tareeya Brand Attribute w 8WLOL]H w 0HWLFXORXV w 7DVWHIXO w 5HMXYHQDWH
Brand Action
From Brand Attribute Tareeya have to present their brand strategy with brand attribute to communicate Tareeya brand through brand action . Tareeya based on brand attribute core element
Utilize : - Product in each SBUs must create for functional use in daily life - Production line extension must extent to meet customer unmet need of lifestyle - Plan to communicate and category strategy from customer path way of daily life in every touchpoint - When create or design product must considering on functional and usage then add up creative and adaptation
Meticulous : - Material and Resources for produce product must considering in this area 1. Trend 2. Usage 3. Cost and Supplier 4. Senses 5. Represent 6. Life Cycle - Concept of collection must be on research with target customers and others to know what is the relevance concept with trend period - Media communications must communicate follow brand strategy by Voice / Visual / Vibe ,don’t communicate out of strategy - SBUs and SKUs in each category will be revise by raise / create / eliminate / reduce in each period - When designing collection use design collection concept don’t just design from brand concept because it will narrow imagination and inspire - Create marketing campaign by represent brand attribute ( Can not specific because campaign will change in every period and objective )
Tasteful : - Art direction and design direction must follow concept - Art direction and design direction must test before produce in large scale - Art direction and design direction must consider relate with target category customer - Before launching product Tareeya must has testing with target customer to finalize adjust product and make sure what Tareeya design is good taste - Very serious about art direction “ Thai Culture with international art history”Design element must contain these idea in all collection .
Rejuvenate : - This part is concentrate on brand communication through media and message - Key Visual Design to use for communication must represent from 3Vs Moodboard to be a frame and core reference of brand communications - Advertising Element like Model / Photography style / mood and tone / Creative design / will follow 2 kinds 1. If communications about whole brand must follow these - 3Vs Moodboard ( Mood& Tone / Key message / Creative Design ) - Brand Personality & Brand Attribute (Functional / Model / Storyboard ) 2. If communication category /collection /product follow these - Art Direction & Design Concept of each collection - Brand Attribute with additional brand essence 3. If for advertising and content marketing ( on Viral /social ) Follow these - 3vs Moodboard concentrate on tone of voices - Video Viral must carry concept “Life’s Playmate” in storyboard
- When communicate on social media that high interact with audience use visual ( 3Vs moodboard concemtrate in Visual part ) and for content to create follow 3Vs moodboard concentrate on Vibe part with brand attribute - People or officer who take response on social media that interact with audience so they must follow brand personality ,they must feel that they are “Tareeya” like describe in brand personality to interact as playmate - Copyrwritingin brand communication must be concentrate in tone of voice and should find the understanding copywriter to communicate with audience - Online Advertising and Print ad design must follow 3Vs Moodboard in 3 elements Voice : Copywriting (What audience understand and touch with word ) Visual : Key visual design ( Make Audience cathing ad and watch ) Vibe : Mood and Tone ( Make audience feel )
Brand Narrative : This part is not usual in brand strategy ,this additional of owning “WORD” for Tareeya . Tareeya wants people to remember when they heard these word w 3OD\PDWH w 6RXYHQLU w /LIHVW\OH w (QFRXUDJH w ,QWLPDWH When they heard these word that’s mean Tareeya must pop-up in their mind or remind them about Tareeya but these just choices and need to execution by storytelling , brand communication , marketing campaign to “OWN” the word
Tareeya Tone of voice : In Tareeya tone of voice we based and focus on 3Vs Moodboard in “Voice” Part and it’s very important part to communicate brand to customers and audiences
Euphemistic : Melodious , Sweet , Smooth ,Gentle language . Make conversation and words be in rhythm not just communicate but communicate with feeling of friends. Use sweet word to explain brand and product Glee : Pleasure , Fun , Joyful , Humor, Delight in meaning of conversation blend it when talk or communicate with audience , friend always make laughing ,smile , enjoy so Tareeya too. Don’t make conversation serious ,remember that you must change serious thing in to minimal and easy going conversation like talking with best friend. This is sense that must be in communication especially on social media , call center . etc. which media that always touch and interact with customer Cordial : Direct ,Genuine , Sincere ,honest ,Heartfelt in goal of conversation . Even sweet ,humor and etc.but in the conversation you must catch up and seize to the point and objective of conversation that’s mean you want audience to know the fact that’s call sincerity even it has a problem you should let your audience know don’t lie it will effect to brand customer just want explanation and solution .
IDENTITY THE LOGO
OUR LOGO
It’s simple. Easy to understand. No drop shadows, no The logo is made up of two elements: the symbol and the logotype. While it is a simple logo, we must treat it nicely. The following pages cover the correct usage to ensure the logo always looks its best.
Symbol Logo
Logotype
50%
WE WANT MORE PERSONAL SPACE...
25%
LOGO CLEAR SPACE To ensure that our signature versions are clearly visible in all applications, surround them with and other elements that might cause visual clut ter—to maximize the recognition and impact of our identity. To ensure the integrity and legibility of the logo lock-ups, the area directly surrounding them should be protected. When the logotype or full name is used, a clear space of 50% the symbol’s height should be maintained. In special circumstances when a 50% clear zone isn’t available or possible, use the second option of 25% clear space.
50% Clear space
GOOD THINGS COME IN SMALL SIZES MINIMUM LOGO SIZE There are no predetermined sizes for the TAREEYA logo. Scale and propor tion should be determined by the available space, aesthetics, function and visibility. There is no preset maximum size for the logo. In print the minimum size is 0.8”. For digital uses the minimum size for the standard logo is 100 pixels. 100 pixels is the smallest size apart from when XVLQJ DQ ,&2 7KHUH LV D VSHFLòF òOH IRU ,&2tV ZKLFK LV D S[ WDOO òOH
Logo
Symbol
Favicon (IC2 òOe)
Minimum size 0.8” / 100px
Minimum size 0.375” / 30 px
16 px
HELP US KEEP OUR LAWYERS HAPPY USING THE REGISTERED LOGO To protect our logo we use a Registered symbol alongside our logo. This is used in all major outward-facing brand communica tions, such as our website and advertising. For internal communications, and branded promotional items—such as notepads, T-shirts, water bottles—the standard logo can be used. The registered logo has been created in two sizes - large and small. The large scale version will cover most uses, and the small scale version is intended mainly for use on the web.
Large scale use
Small scale use
Scale width between: 1.2” – upward 150px – upward
Scale width between: 0.8 – 1.2” 100 – 150 px
PICK A COLOR ANY COLOR
Color logo on white backgrounds
Our logo or background color may be any color within the Demand Media color palette. Contrast is important—use a white logo on color backgrounds and a color logo on white backgrounds.
In certain instances, such as on the TAREEYA website, a vibrant color logo may not be appropri ate, and may potentially clash with other colors. In these instances, an all gray logo can be used.
Always us a gray logotype
When using the logo on a white background, the-logo type should always appear in gray, never in a vibrant color, and never in solid black.
White logo on color backgrounds
When using the logo on a color background, both the symbol and logotype should appear white. The logotype should never appear in gray.
TAREEYA PATTERN FOR COPERETE
Tareeya Key visual
and Illustration
Tareeya Strapline “All day friendship” This is Tareeya strapline it’s clear in brand attribute and brand concept meaning. Represent functional both with emotional in what Tareeya do for others and make feeling for others especially in business model / product category /SBUs .
No use for Tareeya Ads
Art direction & Design concept
New Tareeya Art direction & design will not specific in just one direction but Tareeya use clear & obvious art concept “ Thai culture with international art history ” is art direction of design in Tareeya collection
Ex.1 Muay Thai ( Thai Culture ) with Impressionism (International art history )
Ex.2 Ramayana ( Thai Subculture ) with Pop Art (International art history )
Ex.3 Bangkok life ( Thai Subculture ) with collage( International art history )
So for Taree ya can change art style in every collection not fix style to create new collection in each category
Tareeya today For now Tareeya change from just women business product to lifestyle product that involve with everyone life maybe it’s new and hard but be follow this guideline ,pick it up when hesitate and curious or when your mind pop up “What should we do ???” so this is your toolkit.
MONOCHROME LOGOS
75% Black logo on white background
White logo on 75% black background
The preferred color for our logo is in one of our vibrant colors. In some cases, a full color logo may not be practical or possible due to limitations in printing. For these instances we may use a gray version (made as a 75% tint of black) or a one-color black or white logo.
Black logo on white background
White logo on black background
Two-tone version for black backgrounds.
White symbol, gray logotype
In special uses when the logo appears on a black background (for example T-shirts, Tote bags), a two-tone logo is pre ferred. In this logo, the symbol should appear in white, and the logotype should appear in the following gray color (depending on application for print or web): w Pantone Cool Gray 8 w EODFN w 5 6 * %
BACKGROUND IMAGES
Light-colored, uncluttered imagery
Dark-colored, uncluttered imagery
Our logo may also be used on an contrast. Use an all-gray logo for use on light colored backgrounds, and an all-white version for dark backgrounds. When placing the logo onto imagery, please ensure that it is placed within an uncluttered image area to allow for maximum legibillity and visibility. Do not use a color logo on a photographic image.
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PLEASE DON’T... To maintain the integrity of the 7$5((<$ ORJo, and to promote the consistency of the brand, it is important to use the logo as described in these guidelines.
CONTENT FOR REAL LIFE DON’T create a logo lockup with text
DON’T rearrange the logo elements.
DON’T change the proportions between the symbol and logotype
DON’T rotate the logo
DON’T stretch the logo
DON’T create a gradient logo
DON’T mix colors from the palette
DON’T use non-approved colors
DON’T outline the logo
DON’T add a drop shadow to the logo
DON’T add reflections or any other graphic filters to the logo
DON’T place the logo on a color
DON’T use gray or black on a color background
DON’T use over a busy image
The examples shown here illustrate posVLEOH PLVXVHV RI WKH 7$5((<$ logo that should be avoided.
IDENTITY
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EDPENSOOK EDPenSook IS OUR TYPEFACE. WE USE IT IN TWO WEIGHTS AND MEDIUM. Typography is an important aspect of our brand identity. Our typographic style contributes to our distinctive aesthetic. The typography usage examples on the following pages should be followed to ensure all of our communications appear consistent.
OUR TYPEFACE: USE IN PRINT EDPenSook Bold ('3HQ6RRN %ROG LV XVHG for all headlines and titles.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 — &*#@?!/+(.,:;)
TAREEYA ART FRAME ('3HQ6RRN 5HJXODU LV XVHG fRU WKH 7$5((<$ ORJRW\Se. It should also be used for all standard body-copy.
('3HQ6RRN (Thai)
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PICK A COLOR ANY COLOR OUR CORE COLORS ARE WHAT GIVE US OUR PERSONALITY. WE’RE BRIGHT, BOLD, AND COLORFUL. Up until this page, you’ve been seeing an all-gray logo. But an all gray logo would be a bit boring, right? TKH 7$5((<$ logo can in fact appear in one of four vibrant colors. And there’s a dark gray color for our typography, and for instances where a color logo is not appropriate. As you can see, our colors arH 9,%5$1T. When using the colors in print, it is impor tant to always seek to use Solid Pantone inks. This way, all of our materials will be consistent, and our colors look vibrant. These same vibrant colors cannot be achieved using standarG &0<. SULQWLQJ 2QO\ XVH &0<. colors when absolutely necessary.
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Uncoated Paper P$1T21( 8
Uncoated Paper P$1T21( 37 8
Uncoated Paper P$1T21( 8
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Coated Paper P$1T21( C22/ *5A< & Uncoated Paper P$1T21( C22/ *5A< 8 5 0 * % +(; (75 Coated & 0 < . 75
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Uncoated & 0 < . 75
Please note, when printing certain colors onto coated or uncoated paper, the fer to the color breakdowns on this page.
PRETTY PICTURES PHOTOGRAPHY USAGE
Our photography captures a slice of everyday life. It’s never fake or frivolous. It should make you feel like you are right there in the room. It’s about telling stories through personalities, interactions, and experiences. So it feels real, honest and straightforward. 285 $335OA&+ T2 3+OT2*5$3+< t t everyday and honesWyVRPHWKLQJ we can all relate to in real life. t SHUVRQDO DQG HQJDJLQJyFDSWXULQJ emotions and intimacy. t sometimes funny. 5eal life can be a little weird, goofy, and funny. We’re not afraid to celebrate that.
KEY COMMUNICATION ELEMENT
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