The Sleepy Orange Branding Book

THE SLEEPY ORANGE

BRAND GUIDELINES

GLUTEN-FREE BAKERY

TABLE OF CONTENTS

CREATIVE DESIGN PAGE 1

TABLE OF CONTENTS INTRODUCTION

02

LOGOS

04

BRAND ASSETS

07

PACKAGING & MERCHANDISE

15

THE SLEEPY ORANGE

BRAND GUIDELINES

GLUTEN-FREE BAKERY

INTRODUCTION

1

INTRODUCTION

CREATIVE DESIGN PAGE 2

THE SLEEPY ORANGE

BRAND GUIDELINES

CREATIVE DESIGN

GLUTEN-FREE BAKERY

INTRODUCTION

INTRODUCTION

Transformation can be a wonderful experience. The Sleepy Orange is a local neighborhood bakery in the middle of the urban bustle.

The Sleepy Orange is a welcome oasis throughout your day from sunrise to sunset. We are also transforming fresh baked goods to be enjoyed by all, including those who have gluten-free dietary restrictions and preferences.

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All of our delicious food is made from scratch daily with locally sourced ingredients. Our bakers are up early in our kitchen creating the amazing fresh-baked smells that great you at the door. Our baked goods are hand-crafted in small batches using a variety of gluten-free flours. Our chefs are equally passionate in providing you an amazing and delightful dining experience throughout the day.

The Sleepy Orange is where you will find your nectar for the day!

THE SLEEPY ORANGE

BRAND GUIDELINES

GLUTEN-FREE BAKERY

INTRODUCTION

2

LOGOS

CREATIVE DESIGN PAGE 4

THE SLEEPY ORANGE

BRAND GUIDELINES

GLUTEN-FREE BAKERY

LOGO

PRIMARY LOGO

The Sleepy Orange logo features the Sleepy Orange butterfly capturing the transformative nature of the brand. The butterfly is detailed with a fresh orange slice representing the freshness and vibrancy of the bakery/café. The logomark uses the fresh orange slice that uses a shape that can evoke flower petals and/or butterfly wings. The wordmark includes the font, Nectar, created specifically for the brand.

IMPROPER USE Do not use colors other than the primary palette or black & white.

Do not rotate logo.

Do not distort in any way.

Do not resize any element within the logo.

CREATIVE DESIGN PAGE 5

THE SLEEPY ORANGE

BRAND GUIDELINES

GLUTEN-FREE BAKERY

LOGO

COLOR VARIATIONS

The logo can be used as white on black background as well as black on white background. The wordmark can also be used as a solid color of Butterfly Blue or Sleepy Orange.

IMPROPER USE Do not use colors other than the primary palette or black & white.

Do not rotate logo.

Do not distort in any way.

Do not resize any element within the logo.

CREATIVE DESIGN PAGE 6

THE SLEEPY ORANGE

BRAND GUIDELINES

GLUTEN-FREE BAKERY

INTRODUCTION

3

BRAND ASSETS

CREATIVE DESIGN PAGE 7

THE SLEEPY ORANGE

BRAND GUIDELINES

GLUTEN-FREE BAKERY

TYPOGRAPHY

TYPOGRAPHY

Creattion Demo Regular

P rimary TypeFace

Aa Bb Cc 123

A BCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 @#$%^&*!?()[]/,.'":;

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THE SLEEPY ORANGE

BRAND GUIDELINES

GLUTEN-FREE BAKERY

TYPOGRAPHY

TYPOGRAPHY

Nuetraface 2 Text Demi,

Light

Secondary TypeFace

Aa Bb Cc 123

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 @#$%^&*!?()[]/,.'":;

CREATIVE DESIGN PAGE 9

THE SLEEPY ORANGE

BRAND GUIDELINES

GLUTEN-FREE BAKERY

TYPOGRAPHY

TYPOGRAPHY

NECTAR

Regular

Custom TypeFace

Aa Bb Cc 123

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 @#$%^&*!?()[]/,.'":;

CREATIVE DESIGN PAGE 10

THE SLEEPY ORANGE

BRAND GUIDELINES

GLUTEN-FREE BAKERY

COLORS

CREATIVE DESIGN PAGE 11

BRAND COLORS The Sleepy Orange’s brand colors consist of 6 shades (primary and secondary), to be used at the discretion of the designer. The palette consists of bright contrasting colors paired with dull pastels to add a whimsical nature feeling to the brand.

Butterfly Blue #cfe5df

Sleepy Orange #f8971d

Midnight Black # 060605

Dreamy Blue #546377

Dusty Petal #583c3b

Leaf Green #6d7c62

SHADES Butterfly Blue

CMYK: 18, 2, 12, 0 | RGB: 207, 229, 223

Sleepy Orange

CMYK: 0, 48, 100, 0 | RGB: 248, 151, 29

Midnight Black

CMYK: 74, 67, 67, 87 | RGB: 8, 9, 8

Dreamy Blue

CMYK: 71, 56, 38, 15 | RGB: 84, 99, 119

Dusty Petal

CMYK: 51, 69, 62, 46 | RGB: 88, 60, 59

Leaf Green

CMYK: 58, 38, 65, 15 | RGB: 109, 124, 98

THE SLEEPY ORANGE

BRAND GUIDELINES

GLUTEN-FREE BAKERY

PACKAGING & MERCHANDISE

STATIONERY SET The stationery set includes standard business cards measuring 3.5 x 2 inches; Double-sided with the logo graphic on the back and the wordmark on the front. Set also includes single-sided stationery with matching envelopes that incorporate the brand pattern and wordmark. Buttons are included with the logomark.

CREATIVE DESIGN PAGE 12

THE SLEEPY ORANGE

BRAND GUIDELINES

GLUTEN-FREE BAKERY

PACKAGING & MERCHANDISE

STOREFRONT

CREATIVE DESIGN PAGE 13

THE SLEEPY ORANGE

BRAND GUIDELINES

GLUTEN-FREE BAKERY

PACKAGING & MERCHANDISE

INTERIOR MOOD Moodboard of The Sleepy Orange’s interior. Use of hanging and ambient light to recreate the feeling of stars. Black backdrop with the brand colors to add vibrancy and depth. Branded wall mural will also be featured.

CREATIVE DESIGN PAGE 14

THE SLEEPY ORANGE

BRAND GUIDELINES

GLUTEN-FREE BAKERY

INTRODUCTION

4

PACKAGING & MERCHANDISE

CREATIVE DESIGN PAGE 15

THE SLEEPY ORANGE

BRAND GUIDELINES

GLUTEN-FREE BAKERY

PACKAGING & MERCHANDISE

MENUS Menus include the wordmark and distinctive Nectar font. The brand pattern provides a colorful and playful backdrop on the table tents.

CREATIVE DESIGN PAGE 16

THE SLEEPY ORANGE

BRAND GUIDELINES

GLUTEN-FREE BAKERY

PACKAGING & MERCHANDISE

COFFEE CUPS Disposable cups for your favorite Sleepy Orange beverage on the go. Small, Medium, and Large sizes are offered, each with a distinctive brand pattern.

CREATIVE DESIGN PAGE 17

THE SLEEPY ORANGE

BRAND GUIDELINES

GLUTEN-FREE BAKERY

PACKAGING & MERCHANDISE

PACKAGING Three sizes of bakery boxes for your favorite treats, each with a distinctive brand pattern. Packaging can be used for any food item and to-go order.

CREATIVE DESIGN PAGE 18

THE SLEEPY ORANGE

BRAND GUIDELINES

GLUTEN-FREE BAKERY

PACKAGING & MERCHANDISE

PACKAGING Paper muffin cups and donut holders for your favorite treats, each with a distinctive brand pattern.

Pair with box packaging for to-go orders.

CREATIVE DESIGN PAGE 19

THE SLEEPY ORANGE

BRAND GUIDELINES

GLUTEN-FREE BAKERY

PACKAGING & MERCHANDISE

TAKEOUT BAGS Takeout bag for customer purchases. Double-sided design in two options, one with the brand logo, one with the brandmark, each with a distinctive brand pattern.

CREATIVE DESIGN PAGE 20

THE SLEEPY ORANGE

BRAND GUIDELINES

CREATIVE DESIGN

GLUTEN-FREE BAKERY

PACKAGING & MERCHANDISE

APRONS

Branded merchandise and employee uniform. Sold to keep the Sleepy Orange vibe with you at home, each with a distinctive brand pattern.

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THE SLEEPY ORANGE

BRAND GUIDELINES

CREATIVE DESIGN

GLUTEN-FREE BAKERY

PACKAGING & MERCHANDISE

SWEATSHIRTS

Branded merchandise to keep the Sleepy Orange vibe with you at home, each with a distinctive brand pattern. Patterns sold in the various brand colors.

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THE SLEEPY ORANGE

BRAND GUIDELINES

CREATIVE DESIGN

GLUTEN-FREE BAKERY

PACKAGING & MERCHANDISE

MUGS

Branded and instore mug set. Sold separately and as a part of The Sleepy Orange dining set. Used for instore dining. Mix and match to create your perfect dining set combination.

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THE SLEEPY ORANGE

BRAND GUIDELINES

GLUTEN-FREE BAKERY

PACKAGING & MERCHANDISE

PLATES Branded and instore plate set. Sold separately and as a part of The Sleepy Orange dining set. Used for instore dining. Mix and match to create your perfect dining set combination.

CREATIVE DESIGN PAGE 24

THE SLEEPY ORANGE

BRAND GUIDELINES

GLUTEN-FREE BAKERY

PACKAGING & MERCHANDISE

THERMOS Thermos bottles for customer purchases. Two options in brand colors butterfly blue and sleepy orange. One with the brand logo, one with a butterfly pattern. Sold separately and as a set.

CREATIVE DESIGN PAGE 25

THE SLEEPY ORANGE

BRAND GUIDELINES

GLUTEN-FREE BAKERY

PACKAGING & MERCHANDISE

WALL MURAL

CREATIVE DESIGN PAGE 26

THE SLEEPY ORANGE

BRAND GUIDELINES

GLUTEN-FREE BAKERY

PACKAGING & MERCHANDISE

POSTERS

Paula Scher inspired posters. Highlight brand typography and vibrant colors.

CREATIVE DESIGN PAGE 27

DESIGNED BY ARLEIGH CURRY