Bake A Bear Brand Guideline

Bears build smiles.

Welcome to the Bake A Bear Brand Guidelines.

Here, you'll discover the essence of our brand and the tools to maintain a consistent and vibrant presence. Think of it as guidance for every one of our visual statements. These guidelines empower you to keep our brand authentic and true to its essence in every interaction.

Let's embark on this creative journey together, making Bake A Bear a delightful dining experience.

THE BRAND 01

Rebrand Reasons

Logo

It is at all. There are 2 different fonts. Also, the colors are with the whole brand.

In- & Exterior

Both are and look very , with appealing design, e.g. too many colors are used, which do not align and do not match. And too many elements in one space, even the bears are in various types, with .

Menu

The layout is  and the photos are not well selected and designed, just found various types of bears on the internet and placed them together,  . Also, too many colors & fonts are used, which is very . The brand before the cafe from competitors and leave a lasting impression on customers. Also and make them want to come in. not symbolic and without design messy and incoherent not attractivecrude incoherent & un-visually no special features messy and difficult to read without personalities inconsistent cannot differentiate cannot appeal to the right demographic

warm, friendly, and welcoming

The inspiration of Bake A Bear is bear-themed cafe with a playful touch of playground vibe. It's dreamy, playful, and inventive. The fluffy accents and bear decorations keep it feeling . It has been created for all bear lovers - for all who appreciate and love delicious food!

The name “Bake A Bear” is started from the founders' homemade experience, where it started and how they favouite desserts came to be bears. The overall vibe of the brand should facilitate a sense of romance where the couples can come together, enjoy and create.

YOUTHFUL WARMTH MODERN

Brand Missions & Visions

Why we do what we do? And what are we trying to achieve?

“Our mission is to spread joy and create memories, bringing a smile to every customer’s face one dine at a time.”

We’ve always been, and will always be, the brand that refills optimism with each dish and brings joy to our guests each and every day.

Visions

To be Hong Kong's premier cafe experience, delivering worldclass coffee, excellent food, and genuine customer care. To earn the trust of our customers, employees, and our community and to contribute to good development and prosperity.

Core Values

Committed & Trusted

We dare to build genuine relationships with our customers for a better company, a better world, and a better you.

Share the joy

Memories and experiences are more exciting when we spend them with loved ones.

Passion for quality

We are committed in heart and mind, passionate about delivering our very best in superior food and service.

Brand Personalities

Playful

We love to have fun, and not be so bored with daily life.

Modern

We are young and modern, we don't want to be classic.

Energetic

We share our energy and excitement through our identity.

Lively

We are full of life and energy, being happy means energy.

Young

We love to have fun and share our quirky vibe.

The Brand

Tone of Voice

These attributes help define how we speak and serve as a reference point for anyone writing in the Bake A Bear voice.

Our voice is Casual But is not

Approachable

Copy should feel like an easy conversation but not an unprofessional chat.

Warm and human Warm and fuzzy

We are caring and kind, while staying away from cliches or overly friendly sayings.

Quirky Corny

We make you truly laugh from the heart but not make you cringe.

Respectful Removed

We honor all customers no matter their backgrounds or situations. We are open and understanding, not remote or removed.

Tagline

Our tagline communicates Bake A Bear’s goal to provide a pleasant atmosphere, and comfortable space for conversation and relaxation. Everyone can enjoy eating, enjoy quality time with their loved one here.

Concept

Bake A Bear's brandmark, logo shape, and colors were created to . The logo is . Vintage Round font's classic bubble font look has a vibe that helps emphasize the personality of the brand. We then felt we needed a that people could relate to for the restaurant branding. The bake bear characters are the key features for making the brand and also . convey fun and vibrancy formed by a wordmark and character icon modern and lively friendly and cute character recognizable and memorable give a sense of playfulness

Characters

Bake bear with syrup on his head and holding a cake

Typeface

Vintag Round font

Logo

Primary Logo

The is Bake A Bear's which and can be used in replacing the primary logo when the space provided is too small for the primary logo to be legible or on special occasions when the use of the primary logo would be unsuitable (but ). vertical lockupprimary logo horizontal lockupsecondary logo adds flexibility should not be used directly next to the primary logo

The is Bake A Bear's which should be used in most instances. This is the main logo that will be used across primary brand applications. This trademark helps audiences easily identify Bake A Bear's storefront, products, web presence, ads, and other materials, and enhances the professionalism of the brand. It is essential to the success of the brand that the logo always is applied with care and respect in every application according to these guidelines.

Secondary Logo

Logo Variation

Alternate versions of the logo may be used, but only with approval from Bake A Bear's Marketing Department. Be sure to review the following pages for specific usage guidelines for each version.

3 Bears together Logo

Logo in Kobi or white color

Clear Space & Minimum Space

To ensure legibility, always keep a minimum clear space around the logo. This space isolates the mark from any competing graphic elements like other logos or body copy that might conflict with, overcrowd, and lessen the impact of the mark.

The minimum size for our logo is and. When possible, test any small-scale logo use first to find the right size based on material and printing processes. 10mm print 16 pixels digital

Background Color Usage

The color usage for Bake A Bear is fairly minimal. The logo will mostly be used in or against backgrounds but can also be used on top of . Whenever possible, the logo should . pinkwhite any colors from our palette appear in its full-color version

Deepsea Kraken wordmark on color can be used color or other colors from our palette (expect Deepsea Kraken) on top of white

White wordmark can be used . on top of any colors from our palette

Kobi wordmark on color can be used color or other colors from our palette (expect Kobi) on top of white

Image Background

Th r ar a coupl way th logo can b u d on photographic background , but ach option hould b x rci d with car , aking ur th logo and typ ar n't ob truct d by th i ag

In o t ca , you can u ith r a or with th color charact r icon on top of a background i ag

A oid bu y i ag with word or too uch d tail

A oid u ing logo on a i ilar color i ag

A oid co ring th background ag

A oid u ing irr l ant i ag

Applying tran par nt o rlay on an i ag h lp ak th t xt or r adabl U ing i pl patt rn solid white Deepsea Kraken wordmark

Logo Misuse

It i i p rtant that the appearan e f the l g

The l g h l n t e i interprete , ifie , r a e t N atte pt h l e a e t alter the l g in an wa It rientati n, l r an p iti n h l re ain a in i ate in thi ent - there are

remains consistent no exceptions

D n t r p the l g

D n t i t rt r warp the l g in an wa

D n t appl a gra ient t the i n r w r ar

D n t r p ha w r appl an ther effe t

D n t hange the tran paren f the l g

D n t hange the t pefa e r anip late the w r ar an i

D n t e l r ther than th e pe ifie in the l r palett

D n t r tate an part f the l g

D n t re ize an part f the l g

TYPOGRAPHY & COLOR

Typography

Typography is a powerful brand tool when used consistently. This set of typefaces best represents the feel of Bake A Bear and should be used across all print and web applications.

Shrikhand is a display type which is good when it is free to be as curvaceous and expressive.

Lemon is a display typeface with shapes that come from painted street shop signage

The strength of Chivo Black makes it ideal for highlights and headlines while Chivo Regular's elegance is . modern and youthful big, bold soft and fluid ideal for continuous reading Shrikhand

Use

Typography Hierarchy

Case

We use sentence cases for most communications. The title case can be used sparingly for headlines. All caps are for eyebrow copy. Do not use all-lowercase type.

Justification

01 Eyebrows | Lemon

Weight: Regular

Spacing: 0

Leading: 100%

02 Headlines | Shrikhand

Weight: Regular

Spacing: 0

EYEBROWS ARE 1/6 HEADLINES

Our type is always justified.

Proportions

left or center

Leading: 100%

Headlines in contrast

Type sizes are .

calculated using headline point size

In this example, our headline is 120pt. Type 120/6 in the type size box for eyebrows, 120/4 for subheadlines, etc. (Round to the nearest even number.)

Letter spacing

03 Subheadlines | Lemon

Weight: Regular

Spacing: 0

Leading: 100%

04 Body copy | Chivo

Subheadlines are 1/3 headlines

Our typeface is designed with . If spacing needs to be adjusted, make sure letters never touch.

0 tracking by default

Weight: Regular

Spacing: 0

Leading: 120%

Body copy is 1/5 headline size when subheadlines are present, like this example. In applications where subheadlines are not present, body copy can be either 1/3 or 1/2 the headline size.

Typography & Color

Color Palette

Color is an integral part of brand identity. Consistent use of the color palette not only reinforces the cohesiveness of the brand, but color also serves a psychological purpose by communicating a certain feeling to your audience.

Primary color

Deepsea Kraken

HEX: #062DAD

RGB: 6, 45,173

CMYK: 98, 76, 1, 3

PANTONE: 286 C

Kobi

HEX: #E093AB

RGB: 224, 147, 171

Deepsea KrakenKobi heroother colors complement

This spectrum conveys the hierarchy of our color system, The and should always be the , and are there to .

Secondary color

CMYK: 2, 51, 7, 1

PANTONE: P 71-4 C

Pink Bubble Tea

HEX: #FEBAC0

RGB: 254, 186, 192

CMYK: 0, 32, 9, 0

PANTONE: 919 C

Alyssum

HEX: #F2D3D7

RGB: 242, 211,215

CMYK: 2, 19, 4, 0

PANTONE: 698 C

VISUAL ELEMENTS

Secondary Elements

liven up the layouts

fun and eye-catching

Patterns comprised of various food, pastry, kitchen implements’ illustrations or simple grid can be used to , while reinforcing our brand in a way. The pattern can be used to liven up tableware and takeaway items such as paper coffee cups.

Secondary Elements Usage

Patterns can be cropped to use but should be at all times.

30% or 50% transparent overlay

our secondary elements

Should not apply the logo on the pattern directly (except the grid). Applying on the patterns helps makes the text more readable. And the container should only be . Should not apply the logo with a similar color pattern. If to do so, . The logo should be and of the container width to ensure the logo is visible but has space to breathe. scaled proportionately

a badge needs to be added optically centered 70%

Photography

real and warm craveable and delicioussensorial and bespoke

The photography hould be , , , which can hare the joy of eating with loved one.

The e are e ample of photography that fit our brand’ loo and feel Photo hould po e the following qualitie ull color, natural light

Bright and well e po ed

High re olution

Po itive facial e pre ion

No over tyled clothing, hair or ma eup

Photography Misuse

Some ime here re le ifferen e e ween orre im e n n in orre im e All he elemen of li h in , ylin , n lo ion n e orre if he in er ion e ween people or re lne i mi in i n re l in n off r n pho o The followin emon r e more le ex mple of

l k n whi e or mono hrome im e l rry im e Low re ol ion im e li h in Overexpo e im e C in f e o of peopl

Wron ien e wi ho mile or no f i l ex ep io Unn r l or overly po e pho o

APPLICATIONS

Final Comments

If ever in doubt, just refer back to this guide or feel free to get ahold of me (nonstop.kirby@gmail.com). These guidelines are fairly flexible and should allow for enough creative freedom to use the logos as you see fit while still making sure the brand looks its best across all applications.

BRANDING & DESIGN Kirby Yuen, 2024