Brand Standards Guidelines

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Brand Standards Guide. 02

Fresh Choice.


Yahosca Quezada / 04634428

Table of Contents.

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Module I / GR604: Research and Strategy

Brand Overview 06 – 11 Brand Standards 12 – 39 Business System 40 – 47 Brand Extensions 48 – 73

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Yahosca Quezada / 04634428

Fresh Choice Brand Overview. 4


Module I / GR604: Research and Strategy

Old Fresh Choice 06 – 07 New Brand Mission 08 – 09 New Brand Soul 10 – 11

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Yahosca Quezada / 04634428

Fresh Choice Brand Timeline. Fresh Choice Overview

Fresh Choice was a chain of buffet style restaurants, founded in 1986, which operated in California, Washington, and Texas under the names Fresh Choice, Fresh Plus, Fresh Choice Express, and Zoopa. Fresh Choice marketed itself as a healthier alternative to fast food restaurants with reference to menu options that include choices relatively low in fat, carbohydrates, and or calories. All restaurants featured salad bars, with six freshly made soups daily, artisan pizza, desserts and breads.

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Module I / GR604: Research and Strategy

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Yahosca Quezada / 04634428

New Mission Statement Fresh Choice Overview

Healthier alternative in the quality food business. 8


Module I / GR604: Research and Strategy

Soul Statement Fresh Choice Overview

Most healthy & enviromentally conscious food. 9


Yahosca Quezada / 04634428

Fresh Choice Brand Standards Guide. 10


Module I / GR604: Research and Strategy

Logo Use 02 –12 05– 21 Process Color 06 –– 31 07 Logo Use 22 Logo ColorDo UseNots 32 –08 33– 09 Typography 10 34 – 11 35 Architecture 36 – 37 Editorial Voice 38 – 39

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Keyword: Organic Mood Boards

This keyword inspired a natural f lowing of forms, textures and colors. Like dynamic curves, undulating lines, and vibrant and powerful imagery that stand in contrast to the geometric, and functional style represented next.

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Module I / GR604: Research and Strategy

Title Title Fresh Choice

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Yahosca Quezada / 04634428

Keyword: Geometrical Mood Boards

At its core, design is based on shapes. So it made sense to use geometric design to inspire the new look for Fresh Choice. The combination of shapes like circles, straight lines, rectangles and squares served to form beautiful and intricate patterns, symbols and illustrations.

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Module I / GR604: Research and Strategy

Title Title Fresh Choice

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Yahosca Quezada / 04634428

Keyword: Rethink Mood Boards

Many of our concepts and visuals were inspired in the work “rethink� becuase we wanted to come up with a new form of fresh and green food. The idea was to move away from the traditional food business and to propose a look and feel that would appeal to our healthy and eco-friendly customer.

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Module I / GR604: Research and Strategy

Title Title Fresh Choice

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Yahosca Quezada / 04634428

Logo Sketches. Logo Process

Variations

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Module I / GR604: Research and Strategy

Computer Drafts. Logo Process

Variations

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Yahosca Quezada / 04634428

Logo Variations. Logo Process

fresh choice

Fresh Choice.

Fresh Choice. 1a.

1b.

fresh choice . 1d.

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1c.

fresh choice .

Fresh Choice. 1e.

1f.


Module I / GR604: Research and Strategy

Logo Refinement. Logo Process

FRESHCHOICE.

FRESHCHOICE. 2a.

2d.

2b.

fresh choice .

FRESH CHOICE. 2c.

Fresh Choice. 2e.

FRESH CHOICE. 2f.

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Yahosca Quezada / 04634428

Fresh Choice Final Logo. Logo Use

Our Logomark has been designed with the intention to depict the choices we offer the public by using the universal pictograms of a Leaf and two plates.

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Module I / GR604: Research and Strategy

Clear Space & Minimum Size. Logo Use

100%

Fresh Choice. 120%

Logo clear space

24 PX

Logo minimun size

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Fresh Choice. Primary Logo

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Module I / GR604: Research and Strategy

Fresh Choice. Primary Logo with Background Color

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Fresh Choice. Secondary Logo

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Module I / GR604: Research and Strategy

Fresh Choice. Logo/Color Alternative

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Yahosca Quezada / 04634428

Fresh Choice Tag Line. Logo Use

Fresh Choice. Nourish the Best You

Tag Line must be set in title case and light weight.

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Module I / GR604: Research and Strategy

Fresh Choice Signatures. Logo Use

Fresh Choice.

Fresh Choice.

SUBSCRIPTION

MARKET

Signatures must be set in all caps and regular weight.

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Fresh Choice Logo Misuse. Logo Do Nots

Do Not: Place outlined logo on busy background.

Do Not: Stack brand name on top of the logomark.

Do Not: Outline wordmark.

Do Not: fill with multiple color.

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Module I / GR604: Research and Strategy

Do Not: Change orientation.

Do Not: Use secondary logo against white background.

Do Not: Add other elements.

Do Not: Add drop shadows. 31


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Fresh Choice Colors. Color Use

We love our color palette! It allows us to be bold, but also dynamic and fresh. Another quality we love is that they are harmonious but also contrasting.

CMYK : 0 0 0 0 RGB : 255 255 255 HEX: ffffff

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CMYK : 21 0 21 0 RGB : 201 230 210 HEX: c9e6d2


Module I / GR604: Research and Strategy

CMYK : 90 38 87 36 RGB : 01 90 57 HEX: 005a39

CMYK : 0 71 98 0 RGB : 243 110 36 HEX: f36e24

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Fresh Choice Typography. Typography Use

Aktiv Grotesk is our core typeface. This font allows Fresh Choice to send the healthy and eco-conscious message to the public in a bold, contemporary and dynamic way.

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Module I / GR604: Research and Strategy

Fresh Choice. Aktiv Grotesk Cd Bold

Nourish the Best You Aktiv Grotesk Cd Light

Ff

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstvwxyz 0123456789 Aktiv Grotesk Regular

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Yahosca Quezada / 04634428

Brand Architecture. Fresh Choice Brand Standards

At Fresh Choice we care deeply about the enviroment. It’s in our soul, and also in our practice. That’s why we are committed to recycle, and to only use materials, packaging, and paper that are eco-friendly.

Eco-friendly Packaging

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Module I / GR604: Research and Strategy

Eco-friendly Shopping Bags

Eco-friendly Business System

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Yahosca Quezada / 04634428

Fresh Choice Editorial Voice. Fresh Choice Brand Standards

Casual, Conversational, and Moderately Enthusiastic! When we communicate with our audience, we want to transmit a friendly, caring, and credible feeling. We want them to trust in our soul and to see us like another member of the healthy and eco-conscious community. Just like the 28 years old Varun voices their feelings and concerns: 38


Module I / GR604: Research and Strategy

I care about the future my planet. I think we should be more respectful of the other living beings and our environment. I also care about my well-being. I think eco-friendly products are healthier and better quality. I really don’t think people/companies have to be perfect to be “green”. We just need to be more conscious! Keywords: » Organic » Geometrical » Rethink

occupation: Industrial Design social class: Middle Class location: Sunnyvalle, California social media: Moderate user interests: Farmer Markets, Hybrid Cars, Cycling, Online Shopping, Working Out.

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Fresh Choice Brand Business Standards System. Guide. 40


Module I / GR604: Research and Strategy

Logo Use card 02 – 42 05 – 43 Business Letterhead Color Use 0644– –0745 Applications Logo Do Nots46 08––47 09 Typography 10 – 11

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Fresh Choice Business System. Business Card

Our stationary system was designed to help us create a unif ied and cohesive voice. This system will help us communicate our healthy and eco-conscious message more efficienctly.

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Module I / GR604: Research and Strategy

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Yahosca Quezada / 04634428

Fresh Choice Business System. Business Card, Letterhead and App.

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Fresh Choice Brand Applications. Fresh Choice Business System

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Module I / GR604: Research and Strategy

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Fresh Choice Brand Standards Extensions. Guide. 48


Module I / GR604: Research and Strategy

Logo Use 02 05– 55 Veg Grow Kit –50 Color 06 –56 07– 65 MarketUse Place Logo Do App Nots66 08––73 09 Delivery Typography 10 – 11

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Yahosca Quezada / 04634428

Vegetables Grow Kit. Brand Extensions

What’s healthier than growing your own food? Our customers are not only health enthusiast, but also eco-conscious; the type that would go out of their way for a nutritious and organic meal. And we want to help them in this adventure by offering kits and tutorials on how to do it.

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Yahosca Quezada / 04634428

Vegetables Grow Kit. Brand Extensions

The idea is to provide our customers with all the tools, seeds and instructions to help them grow their own fresh vegetable.

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Module I / GR604: Research and Strategy

Fresh Choice

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Yahosca Quezada / 04634428

Fresh Choice Market Place. Brand Extensions

We understand that not everybody likes to shop their food online. And we don’t want to miss the opportunity to serve this segment of the market. So we want to offer our clients the ultimate, fresh and organic market place, where they can go and shop the f inest natural foods available locally.

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Yahosca Quezada / 04634428

Fresh Choice Market Signage. Brand Extensions

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Module I / GR604: Research and Strategy

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Yahosca Quezada / 04634428

Fresh Choice Market Place. Brand Extensions

The idea is to work with the local farmer’s to offer our customers the most fresh produce and artisanal products from their area.

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Yahosca Quezada / 04634428

Fresh Choice Brand Extensions. Market Place

We understand that not everybody likes to shop their food online. And we don’t want to miss the opportunity to serve this segment of the market. So we want to offer our clients the ultimate, fresh and organic market place, where they can go and shop the f inest natural foods available locally.

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Yahosca Quezada / 04634428

Fresh Choice Market Place. Brand Extensions

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Module I / GR604: Research and Strategy

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Yahosca Quezada / 04634428

Fresh Choice Delivery App. Brand Extensions - Delivery Packaging

We know our audience are busy professionals and students that not always have the time to come to our market place. We want to help them by conveniently delivering to their door certified organic produce and hand crafted farm products, from local farms and artisans.

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Module I / GR604: Research and Strategy

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Yahosca Quezada / 04634428

Fresh Choice Delivery App. Brand Extensions - Delivery Packaging

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Module I / GR604: Research and Strategy

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Yahosca Quezada / 04634428

Fresh Choice Delivery App. Brand Extensions - Delivery App UI

Daily delivery of organic and local produce and artisanal goods on your own schedule and terms. Allow our personal shoppers to help you pick your items, or order to pickup at the store. And simply relax as we take care of your orders.

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Module I / GR604: Research and Strategy

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Yahosca Quezada / 04634428

Title Title Fresh Choice

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Module I / GR604: Research and Strategy

Conclusions. Fresh Choice Brand Standards

The new Fresh Choice now strives to offer the most healthy & environmentally conscious food to young adults willing and committed to consume the healthier and eco-friendlier alternatives in the quality food business. Our mission is to help our customer to nourish the best version of themselves. By offering them only the best seasonal and local produce at our neighborhood markets, and delivery app. But also by providing them with the tools and support needed to grow their own vegetables and fruits at home. 75





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