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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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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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
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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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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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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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Logo Sketches. Logo Process
Variations
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Module I / GR604: Research and Strategy
Computer Drafts. Logo Process
Variations
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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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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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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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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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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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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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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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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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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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Fresh Choice Market Signage. Brand Extensions
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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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Fresh Choice Market Place. Brand Extensions
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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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Yahosca Quezada / 04634428
Fresh Choice Delivery App. Brand Extensions - Delivery Packaging
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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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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