BRAND GUIDE DRAFT Version 1.0.5 | 2017-2018
BRAND GUIDELINES | TABLE OF CONTENTS
CONTENTS Brand Promise
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Visual System
41
Company Purpose
4
Core Brand Elements
43
Manifesto
5
Logo
44
Values
10
Color
48
Brand
16
Typography
49
Brand Character
17
Illustration
50
Brand Attributes
18
Photography
51
Voice & Messaging
31
In-Use
52
Audiences
35
Appendix
53
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CONFIDENTIAL | ©2017–2018 EAT CLUB, INC.
BRAND GUIDELINES | BRAND PROMISE
OUR BRAND PROMISE EAT Club brings joy to offices by reimagining the way teams do lunch. We satisfy personal tastes, foster team collaboration, and uniquely celebrate the individuality that powers a team.
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BRAND GUIDELINES | COMPANY PURPOSE
COMPANY PURPOSE We help companies build great cultures through the power of food.
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BRAND GUIDELINES | MANIFESTO
Food makes people happy This isn’t necessarily a business insight—it is a simple human truth. And at work, happy people are more productive and contribute more to positive culture.
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BRAND GUIDELINES | MANIFESTO
Food brings people together Nothing brings people and teams together quite like food. People matter to all businesses, and food matters to all people. Our brand speaks to the ways that collaboration can help feed a positive culture that improves business productivity.
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BRAND GUIDELINES | MANIFESTO
Individuals power a team People say: “there’s no ‘i’ in team.” But in reality, everyone at a company has his or her own unique tastes and brings something valuable to the team when we work together and collaborate.
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BRAND GUIDELINES | MANIFESTO
That’s why we celebrate individuality We believe that lunch powers your company, and how you do lunch is as important as what you eat. So EAT Club reimagined the office lunch too satisfy individual tastes, uniquely celebrating the individuality that powers every team.
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BRAND GUIDELINES | BRAND POSITIONING
BRAND POSITIONING When communicating about EAT Club, it’s important to start with a clear understanding of what we stand for (our positioning) and who we are (our attributes). For companies that want the best lunch benefit for their employees EAT Club is the only food provider that delivers personalized food at scale for individual employees so they are happy, engaged, and more productive.
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EAT Club is the lunch-as-a-benefit (LaaB) company that satisfies individuals to power teams.
OUR VALUES
BRAND GUIDELINES | OUR VALUES
Put the Consumer First We strive to deliver a great experience to the end user. By making decisions and resolving differences by asking “What’s best for the consumer?” we ensure the work we do everyday supports a positive EAT Club experience possible for everyone.
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BRAND GUIDELINES | OUR VALUES
Make Fact-Based Decisions We use data when we can and judgement when we must. We embrace that knowledge over guesswork leads to better decisions, and avoid disagreements over opinions when data or facts are available.
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BRAND GUIDELINES | OUR VALUES
Embody Can-Do Leadership See possibilities and proactively lead change. Think: “If it is to be, it’s up to me.” We take ownership of our work and take initiative to get things done. We also take the time to celebrate successes and learn from failures.
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BRAND GUIDELINES | OUR VALUES
Drive CrossFunctional Collaboration We proactively reach out to all those involved in our work. By communicating and seeking input with teams beyond our own, we build a stronger, more cohesive company. We also hold ourselves and others accountable to our commitments and producing results.
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BRAND GUIDELINES | OUR VALUES
Celebrate Diversity Embrace differences to develop a more capable organization. We recognize the best ideas comes from inviting diverse points of view and variety of workstyles. Diversity also includes embracing as equals all ethnicities, genders, religions, and sexual orientations.
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OUR BRAND
BRAND GUIDELINES | OUR BRAND
BRAND CHARACTER EVERYMAN Belonging, not pretentious, straight shooter, people-oriented, reliable, dependable, practical, down to earth
ENTERTAINER Enjoyment, playful, joyous, take things lightly, create a little fun/chaos, impulsive, spontaneous, lives in the moment
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BRAND GUIDELINES | OUR BRAND
BRAND ATTRIBUTES ENGAGING Entertaining, Imaginative
PERSONABLE Friendly, Outgoing, Collaborative
UPLIFTING Energetic, Upbeat
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BRAND GUIDELINES | OUR BRAND
ENGAGING
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BRAND GUIDELINES | OUR BRAND
ENGAGING IS
ENTERTAINING
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BRAND GUIDELINES | OUR BRAND
ENGAGING IS
IMAGINATIVE
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BRAND GUIDELINES | OUR BRAND
PERSONABLE
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BRAND GUIDELINES | OUR BRAND
PERSONABLE IS
FRIENDLY
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BRAND GUIDELINES | OUR BRAND
PERSONABLE IS
OUTGOING
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BRAND GUIDELINES | OUR BRAND
PERSONABLE IS
COLLABORATIVE
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BRAND GUIDELINES | OUR BRAND
UPLIFTING
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BRAND GUIDELINES | OUR BRAND
UPLIFTING IS
ENERGETIC
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BRAND GUIDELINES | OUR BRAND
UPLIFTING IS
JOYFUL
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BRAND GUIDELINES | OUR BRAND
UPLIFTING IS
UPBEAT
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BRAND GUIDELINES | OUR BRAND
UPLIFTING IS
PLAYFUL
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VOICE & MESSAGING
BRAND GUIDELINES | VOICE AND MESSAGING
VOICE AND MESSAGING Every communication consists of two elements: messaging and voice. Messaging is what we say. Voice is how we say it.
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BRAND GUIDELINES | VOICE AND MESSAGING
OUR VOICE
BRAND ATTRIBUTES
VOICE PERSONA
By adopting a particular kind of voice, we can convey our brand attributes (and therefore our positioning) through any medium of communication.
ENGAGING Entertaining Imaginative
A witty and clever friend, who makes you smile without being silly, foolish, or cloying.
PERSONABLE Friendly Outgoing Collaborative
An everyday lunch buddy who is your trusted friend and confidante at the office.
UPLIFTING
A positive friend who is a good influence, and makes life better and easier with their existence.
Energetic Upbeat
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BRAND GUIDELINES | VOICE AND MESSAGING
VALUE PROPOSITION IN MARKET
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Lunch is personal. Lunch programs should be too.
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Providing lunch completes a progressive HR benefits package.
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Providing Lunch as a Benefit (LaaB) can enhance collaboration, work-life balance, talent acquisition, talent retention, and company culture.
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BRAND GUIDELINES | VOICE AND MESSAGING
OUR AUDIENCES
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Admins / Office Managers
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Human Resources
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C-Level Executives
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Employees / Users
CONFIDENTIAL | ©2017–2018 EAT CLUB, INC.
BRAND GUIDELINES | OUR AUDIENCES
ADMINS/OFFICE MANAGERS HOW WE SPEAK
EXAMPLE
As a partner in bringing joy
EAT Club takes a customizable approach to help you find the lunch program that works best for your office while reducing food waste, meeting individual dietary restrictions, and providing top-notch support.
KEY BRAND ATTRIBUTES
Friendly, Collaborative, Entertaining, Energetic, Upbeat
WHAT WE AVOID
Being overly intrusive or annoying
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Source: EAT Club Homepage
BRAND GUIDELINES | OUR AUDIENCES
HUMAN RESOURCES HOW WE SPEAK
EXAMPLE
As a supportive friend to you and your employees
Providing lunch for your company isn’t just an employee perk—it enhances company culture and even benefits your bottom line.
KEY BRAND ATTRIBUTES
Entertaining, Imaginative, Collaborative
WHAT WE AVOID
Being a know-it-all or preachy
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Source: EAT Club ROI Calculator
BRAND GUIDELINES | OUR AUDIENCES
C-LEVEL EXECUTIVES HOW WE SPEAK
EXAMPLE
As a trusted friend with valued opinions
Providing office lunch is proven to drive productivity, increase collaboration, and improve company culture.
KEY BRAND ATTRIBUTES
Entertaining, Imaginative, Collaborative
WHAT WE AVOID
Being a know-it-all or preachy
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Source: EAT Club Homepage
BRAND GUIDELINES | OUR AUDIENCES
EMPLOYEES / USERS HOW WE SPEAK
EXAMPLE
As a lunch buddy or pal
There are two types of people in this world—those who like sauce and those who lick the plate clean to get every last drop! Whichever group you belong to, we hope you’ll ‘Get Saucy’ in your kitchen with our favorite sauces. We’ve chosen 5 sauces inspired by dishes you can order from EAT Club. Enjoy!
KEY BRAND ATTRIBUTES
Entertaining, Personable, Joyful, Upbeat, Energetic
WHAT WE AVOID
Being overly intrusive or annoying
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CONFIDENTIAL | ©2017–2018 EAT CLUB, INC.
Source: ‘Get Saucy’ blog post
BRAND GUIDELINES | VOICE AND MESSAGING
ADAPTING VOICE TO TOUCHPOINT Engaging
SALES COLL
Engaging
EMAILS
Personable
Informative
Uplifting
Engaging
Personable
SOCIAL MEDIA
Engaging
Personable
Uplifting
USER COMMS
Engaging
Personable
Uplifting
MENU
CONFIDENTIAL | ©2017–2018 EAT CLUB, INC.
Engaging
Engaging
Uplifting
Personable
Clever/Witty
Informative
Informative
Uplifting
Clever/Witty
Clever/Witty
Informative
Informative
Personable
Clever/Witty
Informative
BLOG POSTS
PACKAGING
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Personable
Clever/Witty
Clever/Witty
Informative
Clever/Witty
VISUAL SYSTEM
BRAND GUIDELINES | VISUAL SYSTEM
INTRODUCTION The EAT Club visual identity system is a way of communicating brand coherence across all applications. The system comprises all of our visual elements — logo, typography, color palette, spectrums and imagery — used in a consistent manner.
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BRAND GUIDELINES | VISUAL SYSTEM
CORE BRAND ELEMENTS LOGO
ILLUSTRATION
TYPOGRAPHY TT Rounds Condensed Regular A B C D E FG H I J K L M N O P Q R ST U V W X Y Z a b c d e f g h i j k l m n o p q rs t u v w x y z 1234567890
TT Rounds Condensed Bold A B C D E FG H I J K L M N O P Q R ST U V W X Y Z a b c d e f g h i j k l m n o p q rs t u v w x y z 1234567890
COLORS
Roboto Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ a b c d e fg h i j k l m n o p q r s t u v w x y z 1234567890
Roboto Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ a b c d e fg h i j k l m n o p q r s t u v w x y z 1234567890
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EAT Club Charcoal
EAT Club Green
EAT Club Blue
EAT Club Orange
PANTONE: 309 C HEX: #003b49 RGB: 0, 59, 73
PANTONE: 22289 C HEX: #d4e481 RGB: 212, 228, 129
PANTONE: 305 C HEX: #57c9e8 RGB: 87, 201, 232
PANTONE: 1505 C HEX: #ff6900 RGB: 255, 105, 0 CMYK: 0, 59, 100, 0
BRAND GUIDELINES | VISUAL SYSTEM
LOGOMARK These are the approved logo lockups. The EAT Club logo must be displayed in a way that preserves its integrity. Do not alter EAT Club logo.
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1. Full-color logo
2. Full-color logo with aquarelle background
3. One-color black solid logo
4. Reversed one-color white solid logo
BRAND GUIDELINES | VISUAL SYSTEM
CLEAR SPACE We’ve created a functional clear space around our logo. It is intended to prevent the logo from being used too close to imagery, text, or graphics, which would compromise its impact. The diagram at the right shows how the clear space should be considered. Surround the logo with clear space that is, at a minimum, equal to the width of “T”.
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BRAND GUIDELINES | VISUAL SYSTEM
MINIMUM SIZE The preferred minimum size for the EAT Club logo is determined by a preferred minimum width requirement. To the right are the minimum width requirements for the logo in print and on-screen.
ON-SCREEN
20 mm
100 px
Minimum width is 20 mm
30 mm
Optimum width on A4 is 30 mm
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CONFIDENTIAL | ©2017–2018 EAT CLUB, INC.
Minimum width is 100 px
150 px
Optimum width is 150 px
BRAND GUIDELINES | VISUAL SYSTEM
INCORRECT USAGE We’ve tried to anticipate all the essential needs for logo usage: applications, size, scale, and scope. Do not tweak, enhance, or extend the EAT Club logo. Shown here are a handful of applications (and there are countless others) that are incorrect. One of the key factors in building brand equity is consistency. Here are a few “never, ever” rules to design by.
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1. Never change the color of the logo.
2. Never rotate the logo.
3. Never add a drop shadow to the logo.
4. Never outline the logo.
5. Never add a gradient to the logo.
6. Never adjust the proportions of the logo
BRAND GUIDELINES | VISUAL SYSTEM
COLOR PALETTE
EAT Club Charcoal
EAT Club Green
EAT Club Blue
EAT Club Orange
PANTONE: 309 C
PANTONE: 22289 C
PANTONE: 305 C
PANTONE: 1505 C
HEX: #003b49
HEX: #d4e481
HEX: #57c9e8
HEX: #ff6900
RGB: 0, 59, 73
RGB: 212, 228, 129
RGB: 87, 201, 232
RGB: 255, 105, 0 CMYK: 0, 59, 100, 0
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BRAND GUIDELINES | VISUAL SYSTEM
TYPOGRAPHY EAT Club uses two typefaces, TT Rounds Condensed and Roboto. Use TT Rounds Condensed for headlines, and Roboto for all body copy.
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HEADLINES IN UPPERCASE SUBHEADS IN UPPERCASE Body copy in sentence case.
TT Rounds Condensed Regular
Roboto Regular
A B C D E FG H I J K L M N O P Q R ST U V W X Y Z abcdefghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ a b c d e fg h i j k l m n o p q r s t u v w x y z 1234567890
TT Rounds Condensed Bold
Roboto Medium
A B C D E FG H I J K L M N O P Q R ST U V W X Y Z a b c d e f g h i j k l m n o p q rs t u v w x y z 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ a b c d e fg h i j k l m n o p q r s t u v w x y z 1234567890
BRAND GUIDELINES | VISUAL SYSTEM
ILLUSTRATION
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BRAND GUIDELINES | VISUAL SYSTEM
PHOTOGRAPHY
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BRAND GUIDELINES | VISUAL SYSTEM
IN-USE
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APPENDIX
BRAND GUIDELINES | SECTION
MARKET POSITION
Work should be a happy place
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