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Honey Dew Bee Co. Styleguide All rights reserved. Please refer to this official document before beginning any creative project for a Honey Dew Bee Co. campaign. Any questions can be sent to: hello@honeydewbeeco.com


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hello!


A B O U T

U S

Honey Dew Bee Co. is the only

The organic wellness flavor infusions

urban beekeeping company in sunny

that Honey Dew Bee Co. is known

Santa Monica, that offers a wide range

for is meant to mirror the friendships

of artisanal raw honey organically

that customers grow and create while

infused with optimum wellness flavors.

sharing our products and food.

Our café promotes health, well-being,

Honey Dew Bee Co. cafe fruits and

and quality of life, and we encourage

vegetables are pollenated by its very

customers to interact with each other

own colony of backyard bees.

to create mood boosting experiences. We believe in cultivating 100% organic Our mantra is “Being happy helps us

crops and products down from the

be healthy,” and our cafe provides

roots. Absolutely no chemicals are

customers with a comfortable place

used around our crops & only 100%

that encourages kindness.

organic fertilization is used in our soil.

INTRODUCTION

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Table of Contents 1.0 Brand Narrative 2.0 Target Audience 3.0 Logo Specifications 4.0 Color Palette 5.0 Typeface 6.0 Iconography & Textures 7.0 Photography 8.0 Copywriting Tone

TA B L E O F C O N T E N T S

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B R A N D

N A R R A T I V E

“

We value life. We appreciate quality time, good company & human kind. We believe that nature is the best place to find inspiration. We are grateful, we are thoughtful, and we find beauty in everything.

“

BRAND NARRATIVE

1.0


T A R G E T

A U D I E N C E

GENDER

Honey Dew Bee Co.’s target audience is aimed toward individuals looking to live a semi or fully holistic lifestyle. The company wants to reach people who appreciate organically grown crops because of the health benefits they offer. The company ’s target is aimed toward the individual who prefers farmers markets to chain grocery stores.

DEMOGRAPHIC

Primarily Santa Monica, but products are also sold nationally, online.

The price point for certified organic

AGE

food is a little bit higher because crops

25+

are limited, they require more labor and fertilizer is more expensive. This means Honey Dew Bee Co. is more likely to target individuals who are a bit more financially established.

SALARY

40k+

$

TA R G E T AU D I E N C E

2.0


logo specifications


Our logo is our smile-- it represents who we are and it’s how we say hello. Please use it nicely!

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These versions of the Honey Dew Bee Co. are acceptable.

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3.1

LOGO

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1.25” (340px wide)

MINIMUM SIZE

The smallest that the Honey Dew Bee Co. logo

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should be represented is

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1.25” or 340px wide.

MINIMUM SIZE

3.1


Correct Logo Usage These versions of the Honey Dew Bee Co. are acceptable.

3.2

01. GRAYSCALE / B&W

02. ON COLORED BACKROUND

This version can be used for

The logo should be white when

print and web.

placed on a colored background.

03. BUSY BACKGROUND

04. FULL COLOR

There must be enough contrast

Refer to the color palette for

between a textured background

approved logo colors on light

and the logo.

backgrounds.

LOGO


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CORRECT LOGO USAGE

3.2


Incorrect Logo Usage These versions of the Honey Dew Bee Co. logo are against our style.

01. INCORRECT PROPORTION

02. ON COLORED BACKROUND

It is against the logo guidelines

The logo may only be white or

to be stretched, compressed,

black when placed on top of a

distorted or skewed.

colored background. Use color palette approved colors for the background if available.

03. LOW CONTRAST

04. OUTLINED

The logo needs an acceptable

The weight of the logo is what

amount of contrast to ensure

makes it feel warm and friendly.

100% legibility.

Outlining it removes that tone.

3.3

INCORRECT LOGO USAGE


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INCORRECT LOGO USAGE

3.3


Just like we do, our logo needs personal space! Our carefully constructed logo needs personal space to feel comfortable.

K E Y:

The “e” in “dew ” is the unit used

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to measure the logo’s clearspace.

3.4

CLEARSPACE

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perimeter of the

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Clearspace with tagline It isn’t necessary, but sometimes our logo can be accompanied by a tagline.

K E Y:

The first two lines

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of the bee body

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The Health & Wellness Cafe

can be used as the unit of measurement between the logo and the tagline.

C L E A R S PAC E W I T H TAG L I N E S

3.4


color palette


Moodboard & Color Palette Collectively, these colors represent our company ’s mood.

ripe melon #F6D191

R:246 G:209 B:145 C:3 M:18 Y:49 K:0

young honey

grapefruit

#F6E6A3

#E88554

R:246 G:230 B:163

R:236 G:151 B:104

C:4 M:6 Y:43 K:0

C:4 M:48 Y:63 K:0

lemongrass

greywood

#D9DC8D

#B0A59B

R:217 G:220 B:141

R:176 G:160 B:155

C:17 M:46 Y:56 K:0

C:33 M:32 Y:37 K:0

C O L O R

P A L E T T E

A D J E C T I V E S :

friendly, warm, welcoming, happy & organic

COLOR PALETTE

4.0


typeface


Web Typefaces P R E - H E A D E R S

Futura Hv BT Size: 13px Letter-spacing: 2 Line-height: 120%

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+-=<>?:;

H E A D E R S

Garamond Size: 34px Letter-spacing: 0 Line-height: 120% B O D Y

C O P Y

Garamond Size: 16px Letter-spacing: 1 Line-height: 120%

5.1

A B CD EF GH I J KL M N O P Q R S T U V W XY Z abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+-=<>?:;

T Y P E FAC E

A B CD EF GH I J KL M N O P Q R S T U V W XY Z abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+-=<>?:;


Print Typefaces P R E - H E A D E R S

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+-=<>?:;

Futura Hv BT Size: 9pt Kerning: 300pt Leading: 15pt H E A D E R S

A B CD EF GH I J KL M N O P Q R S T U V W XY Z abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+-=<>?:;

Garamond Size: 30pt Kerning: 0pt Leading: 36pt B O D Y

A B CD EF GH I J KL M N O P Q R S T U V W XY Z abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+-=<>?:;

C O P Y

Garamond Size: 16pt Kerning: 50pt Leading: 22pt

T Y P E FAC E

5.1


Script Typefaces N O T E S

Notera Size: 30pt Kerning: 0pt Leading: 36pt

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ~!@#$%^&*()_+-=<>?:;

S T A T E M E N T S

VeryBerry Size: 34px Letter-spacing: 0 Line-height: 120%

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+-=<>?:;

L E T T E R S

Olive Size: 16px Letter-spacing: 1 Line-height: 120%

5.2

T Y P E FAC E

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+-=<>?:;


iconography


Acceptable Iconography Q U A L I T I E S

A D J E C T I V E S

Hand-drawn

Energetic

Slightly rounded

Healthy

Stamped

Zen

Unacceptable Iconography

6.0

Q U A L I T I E S

A D J E C T I V E S

Cartoon

Corporate

Hard-edged

Negative

Outlined

Scary

ICONOGRAPHY


Textures A D J E C T I V E S

Biodegradable Natural Organic Reclaimed Recyclable Watercolor

TEXTURES

6.0


photography


P H O T O G R A P H Y

A photo is worth a thousand words Our photos are meant to make people feel welcome, warm and happy. Just like our narrative, they should boost the viewerâ&#x20AC;&#x2122;s mood. They should have an overall warm or neutral tone and if they display faces in the frame, the people should be smiling. A D J E C T I V E S

7.0

Beautiful

Health

Bonding

Kindness

Bright

Natural

Friendly

Organic

Genuine

Sunny

Happiness

Warmth

PHOTOGRAPHY


PHOTOGRAPHY

7.0


copywriting


It’s all in how you say it. Tone is very important to Honey Dew Bee Co. It’s important that the copywriting tone is conversational, optimistic, inspirational, insightful, respectful, genuine and friendly. Here are a few examples of the company ’s tone:

E X A M P L E S :

8.0

Brighten up their day

Beauty of life

Meaningful moments

Create your own sunshine

Sit, sip and savor

Think happy, be happy

Heartfelt hug

Let life flow

Gift a good mood

Laughter is the best medicine

Bask in the moment

Seize the day

Choose happy

Imagine the possibilities

COPYWRITING


COPYWRITING

7.0


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Honey Dew Bee Co. Styleguide  

Honey Dew Bee Co. Styleguide  

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