BRAND GUIDELINE
RIDGE FRIDGE GROCER & GRANGE
A Food Cooperative PREPARED BY:
ALYSSA BOAZ
HELLO & WELCOME
Welcome to our rural food cooperative, where we unite generations and bridge the gap between tradition and innovation. Founded on a commitment to sustainability, nutrition, and community, our cooperative serves as a trusted source connecting eaters with locally produced, wholesome foods.
At our core, we value sustainability, health, and community. We support local farmers, honor our environment, and strive to make nutritious food accessible and affordable to all. Our cooperative is a welcoming space for everyone, built on the principles of integrity, trust, and inclusivity.
As you explore our cooperative, you’ll discover a dedication to environmental stewardship, innovation, and resilience. Together, we nurture a legacy of wellness, environmental care, and communal prosperity. Thank you for joining us on this journey toward a healthier, more sustainable future for all.
Every purchase you make with us directly supports smallscale farmers and producers who prioritize ethical farming practices, animal welfare, and soil health. We believe in transparency and traceability, ensuring you know exactly where your food comes from and how it was grown.
MINIMAL
BRAND GUIDELINE ISSUE DATE. 26 June 2024
By choosing to be a part of our cooperative, you are not only investing in your health but also in the well-being of our local ecosystem and economy. Our members play a crucial role in shaping our efforts, participating in decision-making processes, and sharing in the benefits of our collective success. Whether through our educational workshops, community events, or farm-to-table programs, there are countless ways to engage and make a positive impact.
BY Alyssa boaz
Director of Marketing
Join us in celebrating the richness of our rural heritage and the innovative strides we’re making toward a sustainable tomorrow. Together, we can cultivate a vibrant, resilient community that thrives on collaboration and mutual respect. Welcome to our cooperative family – let’s grow a better future together.
BRAND VALUES
CORE VALUES
Sustainability: We are committed to promoting practices that protect and preserve our natural resources for future generations. This includes supporting local farmers who use environmentally friendly methods and reducing our carbon footprint.
Nutrition and Health: We prioritize the well-being of our community by offering foods that are not only delicious but also nutritious. We believe in the power of whole, unprocessed foods to support overall health and preventative care.
Education and Transparency: We strive to be a trusted source of information about food origins, production methods, and nutritional content. Our cooperative is dedicated to educating our members and the broader community about making informed food choices.
Community and Collaboration: We believe in the strength of working together. Our cooperative is a space for building relationships, sharing knowledge, and supporting one another in our common goals of health and sustainability.
Local Support: We are committed to strengthening our local economy by supporting regional farmers and producers. By sourcing locally, we ensure fresher products and reduce environmental impact.
Innovation and Tradition: We honor the wisdom of past agricultural practices while embracing innovative techniques that enhance sustainability and efficiency. This balance allows us to respect our heritage while progressing towards a better future.
Accessibility and Inclusivity: We strive to make healthy, sustainable food options available and affordable to everyone in our community. Our cooperative is a welcoming space for all, regardless of background or means.
Environmental Stewardship: We take responsibility for our impact on the environment and actively seek ways to minimize waste, reduce emissions, and promote biodiversity through our operations and partnerships.
Integrity and Trust: We conduct our business with honesty and integrity, building trust with our members and the community through our actions and commitments.
Resilience and Adaptability: We are dedicated to building a resilient food system that can withstand challenges and adapt to changing conditions, ensuring food security and stability for our community.
MISSION STATEMENT
Our mission is to empower individuals with the tools and information they need to make informed dietary choices, support local agriculture, and foster a resilient and selfsustaining food system. Together, we will nurture a legacy of wellness, environmental stewardship, and communal prosperity.
BRAND NARRATIVE
We form this rural food cooperative to fill a gap. A gap between generations. A sidewinding path between reminiscing Victory Gardens and a fast-forwarding next generation eaters feeling duped by ingredient gimmicks and royally confused about overall nutrition and preventative health. We form this rural cooperative to teach, grow and thrive together for many generations to come. More than 200 food cooperative thrive across the country as a means to represent a trusted source to connect eaters with sustainably sourced, nutritious, and locally produced food. By bridging the knowledge of the past with the innovations of the future, we aim to cultivate a community where transparency, education, and health are paramount. Our mission is to empower individuals with the tools and information they need to make informed dietary choices, support local agriculture, and foster a resilient and self-sustaining food system. Together, we will nurture a legacy of wellness, environmental stewardship, and communal prosperity.
Ridge Fridge Grocer & Grange is a for-profit partnership
formed as a cooperative, a distinct IL corporation that is owned and controlled by the people to meet their common economic, social, and/or cultural needs and aspirations through a jointly-owned and democratically controlled busi ness. Think of it as returning to our roots by curating a collection of food, household goods and resourceful education featuring primarily natural, organically produced items and wholly supporting local entrepreneurs transitioning to organic. Using established buying club distributors for pantry items and tapping into a local grower network, Ridge Fridge connects consumers and growers within 150 miles from North Central IL, west to Davenport IA, east to Valparaiso IN and north to Madison, WI, providing consumer education, agricultural resources and a key food hub for farmers to celebrate a via ble market to profitably cultivate fruits, vegetables and herbs in our region.
TARGET AUDIENCE PERSONAS
The Health-Conscious Parent
Name: Sarah Johnson Age: 35
Occupation: Elementary School Teacher
Location: Suburban area, within 20 miles from the cooperative
Family: Married with two young children
Background: Sarah is dedicated to providing her family with nutritious meals and is always on the lookout for fresh, locally sourced ingredients.
The Eco-Conscious Millennial
Name: Alex Martin Age: 28
Occupation: Graphic Designer
Location: Urban area, frequently visits Starved Rock Country
She values transparency in food production and is concerned about the long-term health impacts of what her family consumes.
Needs/Goals:
• Access to high-quality, organic produce
• Information about the nutritional benefits of different foods
• Community events and workshops on healthy cooking and meal planning
Background: Alex is passionate about environmental sustainability and is committed to reducing their carbon footprint. They prefer shopping at businesses that align with their values and are interested in supporting local economies.
Needs/Goals:
• Access to sustainably sourced, zero-waste products
• Opportunities to volunteer and participate in community gardening
• Transparent information about farming prac tices and sustainability efforts
Challenges:
• Limited time for shopping due to a busy schedule
• Need for kid-friendly food options that are also healthy
Preferred Communication Channels:
• Social media (Facebook, Instagram)
• Email newsletters
• In-store flyers and events
Challenges:
• Finding reliable sources of eco-friendly products
• Balancing cost with their commitment to sustainability
Preferred Communication Channels:
• Social media (Instagram, Twitter)
• Blog posts and sustainability reports
• Community events and workshops
The Retired Locavore
Name: John Smith Age: 68
Occupation: Retired Engineer
Location: Rural area, near the cooperative
Background: John has a deep appreciation for locally grown food and enjoys spending his retirement gardening and participating in community activities. He values traditional farming practices and is interested in supporting local farmers.
The Young Professional Foodie
Name: Emily Carter Age: 30
Occupation: Marketing Manager
Location: Ottawa/ L-P area
Background: Emily loves discovering new and exciting food experiences. She enjoys cooking gourmet meals at home and is always on the lookout for unique, high-quality ingredients. Emily values food education and loves sharing
Needs/Goals:
• Access to fresh, locally grown produce
• Opportunities for social engagement and vol unteering
• Educational resources on gardening and tra ditional cooking methods
Challenges:
• Mobility issues that might limit frequent vis its to the cooperative
her culinary adventures on social media.
Needs/Goals:
• Access to specialty and artisanal products
• Cooking classes and recipe ideas
• Information on food provenance and produc er stories
Challenges:
• Balancing a busy work schedule with her passion for food
• Desire for convenient transportation options or delivery services
Preferred Communication Channels:
• Local newspapers and newsletters
• Community bulletin boards
• Direct mail
• Finding unique ingredients and products not available in regular grocery stores
Preferred Communication Channels:
• Social media (Instagram, Pinterest)
• Email newsletters with recipes and product highlights
• In-store tastings and events
VOICE & TONE
Voice:
Our voice is warm, welcoming, and inclusive, reflecting the deep sense of community and commitment to sustainability that defines our cooperative. We speak with a tone of sincerity and passion, emphasizing our dedication to health, environmental stewardship, and local agriculture. Our language is friendly and approachable, inviting all members of our community to join us on our journey toward a healthier, more sustainable future.
Tone:
Our tone is nurturing and encouraging, with an emphasis on collaboration and mutual support. We celebrate our rural heritage while embracing innovation, balancing a respect for tradition with a forward-thinking mindset. Our messages are imbued with a sense of optimism and resilience, highlighting the positive impact of our collective efforts on our health, our environment, and our community.
Sample Communication
Welcome Message:
Welcome to our rural food cooperative, where we unite generations and bridge the gap between tradition and innovation. We are thrilled to have you join our community, where every member plays a vital role in fostering sustainability, health, and communal prosperity. Our cooperative
is a space where everyone is valued, and together, we can make nutritious, locally produced foods accessible and affordable for all.
Newsletter Introduction:
Dear Members,
As the seasons change, we are reminded of the beautiful cycles of nature that sustain us. At our cooperative, we remain steadfast in our commitment to supporting local farmers and protecting our environment. This month, we are excited to introduce new workshops focused on sustainable gardening practices and offer special promotions on our freshest, locally sourced produce. Thank you for being part of our journey toward a healthier, more sustainable future.
Warm regards,
[Your Name]
Community Engagement Coordinator
Social Media Post:
At Ridge Fridge Grocer & Grange, we believe in the power of community and the importance of sustainability. Every purchase you make supports local farmers and ethical farming practices, helping us all grow a better future together.
Join us this weekend for our farm-to-table event and celebrate the delicious, wholesome foods that bring us together. #LocalFood #Sustainability #CommunityFirst
Event Announcement:
Join us for a special evening of celebration at our Harvest Festival! This family-friendly event will feature delicious farm-to-table meals, live music, and a showcase of our local farmers’ hard work. It’s a perfect opportunity to connect with fellow members, learn more about our sustainable practices, and enjoy the fruits of our communal efforts. Let’s come together and celebrate the bounty of our rural heritage.
Email Reminder:
Hello [Member Name],
We hope this message finds you well. Just a friendly reminder about our upcoming member meeting next Tuesday. Your voice is essential in shaping the future of our cooperative, and we value your input on our new initiatives. Please join us to discuss how we can continue to support our local farmers and make nutritious food accessible to all. See you there!
Best wishes,
[Your Name]
Member Relations Coordinator
Through our voice and tone, we aim to create a sense of belonging and shared purpose, inspiring our community to work together toward a sustainable and thriving future.
01. LOGO
brand logo | logo usage
BRAND LOGO
LOGO USAGES
By adhering to these guidelines, the Ridge Fridge logo will remain consistent, legible, and visually
appealing across all mediums and applications.
clear space guidelines
To ensure the logo maintains its visual integrity and remains uncluttered, a minimum clear space should be maintained around the logo. This space should be free of any other graphic elements or text.
For Both Versions of the Logo
Clear Space: The clear space around the logo should be equal to the height of the “R” in “RIDGE” from the logo. No other elements should encroach within this space.
Minimum Size Guidelines
To ensure legibility and recognizability, the logo should not be reproduced below a certain size.
For the Block Version Logo
Minimum Size: The minimum height of the logo should be 1 inch (25.4 mm) for print and 72 pixels for digital use.
For the Horizontal Version Logo
Minimum Size: The minimum height of the logo should be 0.5 inches (12.7 mm) for print and 36 pixels for digital use.
Minimum size examples
For the Block Version Logo:
For the Horizontal Version Logo:
02. COLOR
primary color | color pallet
BRANd COLORS
a vibrant reflection
Our color palette is a vibrant reflection of our cooperative’s values and mission. Each hue has been thoughtfully chosen to embody the essence of our commitment to sustainability, community, and wholesome nutrition. The colors are not just visual elements but also storytellers that convey our passion for local agriculture and environmental stewardship.
These colors work in harmony to create a visual identity that is both cohesive and dynamic, reflecting the core values and vibrant spirit of our cooperative. They are used across all our branding materials to create a consistent and engaging experience for our community. Whether it’s the welcoming warmth of Sunshine Gold or the grounded strength of Earthy Mauve, each color plays a vital role in telling the story of our journey towards a sustainable, healthy future for all.
CMYK: 2 / 22 / 85 / 0
RGB: 250 / 201 / 52
Code: #FAC934
CMYK: 94 / 59 / 49 / 49
RGB: 11 / 60 / 73
Code: #0B3C49
CMYK: 74 / 0 / 41 / 0
RGB: 3 / 181 / 170
Code: #03B5AA
CMYK: 153 / 122 / 13 / 52
RGB: 243 / 217 / 209
Code: #7b506f
COLOR PALLET
primary colors
#FAC934 – Sunshine Gold
This primary color symbolizes the sun’s nurturing rays that bring life to our fields and warmth to our community. It is a beacon of hope and vitality, inspiring optimism and energy in all our endeavors.
#0B3C49 – Deep Teal
Representing the trust and depth of our cooperative’s foundation, this color evokes a sense of stability and integrity. It is a reminder of the profound respect we have for our environment and our commitment to protecting it.
secondary colors
#03B5AA – Fresh Aqua
This refreshing hue brings a touch of innovation and vitality to our palette. It symbolizes the rejuvenating impact of our sustainable practices and the dynamic spirit of our cooperative.
#7B506F – Earthy Mauve
Rooted in the richness of our soil and the strength of our rural heritage, this color connects us to our past while embodying the resilience and perseverance that drive us forward.
03. TYPE
primary type| secondary type| use all type
Bebas Neue Regular & Book: The primary font is used for headers and as a mix in paragraphs. Regular is used when a bolder font is needed
PRIMARY TYPE Grocer & Grange
A B C D E F G H I J K L M N O P
Q R S T U V W X Y Z
0123456789
a b c d e f g h i j k l m n o p q
r s t u v w x y z
BRITTANY SIGNATURE: The secondary font should be used sparingly as an accent.
SECONDARY TYPE Grocer & Grange
A B C D E F G H
I J K L M N O P
Q R S T U V W X
Y Z
a b c d e f g h i j k l m n o
p q r s t u v w x y z
PARAGRAPH TYPE
ARIAL: The terciary or paragraph font should be used for long text.
A B C D E F G H I J
K L M N O P Q R S
Grocer & Grange
T U V W X Y Z
a b c d e f g h i j k l
m n o p q r s t u v w x y z
04. IMAGE
color gallery | brnad imagry | grpahic elements
COLOR GALLERY
The colors of our cooperative are inspired by the vibrant hues of in-season produce and flowers, reflecting the natural beauty and bounty of our local agriculture. These colors not only evoke the freshness and vitality of our offerings but also symbolize our commitment to sustainability and natural growth.
BRAND IMAGRY
Imagery used in our branding will feature lush fields, thriving gardens, and bountiful harvests, capturing the essence of rural life and the joy of community farming. You’ll see smiling faces of our local farmers, hands working the soil, and families enjoying wholesome meals together, all reinforcing our dedication to health, wellness, and togetherness.
Through our color choices and imagery, we aim to create a visual identity that is warm, welcoming, and rooted in the natural world, inviting you to be a part of our vibrant and nurturing community.
GRAPHIC ELEMENTS
SAMPLE RACK CARD
This rack card will be stocked in both locations for the Farmers Markets and will be used as informational pieces at other local events, such as :
• Ottawa’s Third Friday Market
• Ottawa’s Food Truck Festival
• Ottawa Public Library
• Grand Ridge Days
• Scarecrow Festival
• other informational boards throughout the local area
Front Back
SAMPLE BANNER
SAMPLE T-SHIRT 1
SAMPLE T-SHIRT 2
SAMPLE T-SHIRT 3
SAMPLE INFOGRAPHIC
This infographic will be used to accompany a blog that would break down each phase and cycle . It will be accompanied by relevant statistics pertaining to each phase. The following statement will be included as a conclusion:
From the moment a seed is planted to the time it reaches your fork, our commitment to sustainability ensures that every step of the process supports the health of our planet and our community. Thank you for being a part of our mission to create a greener, healthier future for all.
NEWSLETTER TEMPLATE
