B BRAND GUIDELINE
ABOUT US Pete Gilks and Malcolm Pearce, passionate cider connoisseurs, had the idea of making traditional British cider in Asia to ensure their beloved brew was available on demand and bottled to a quality that an Englishman would be proud of. This sparked the beginning of BRUNTYS premium cider in 2011. Bristol-born Brian Brunt and his son Steve are the Master Cider Makers for BRUNTYS. Brian has over 30 years of cider making experience and is a winner of CAMRAâ€™s (Campaign for Real Ale) best pear cider in 2009. In 2013, BRUNTYS is brewing in a state-of-the-art brewery in Phnom Penh using only the finest ingredients sourced from the United Kingdom and Europe.
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MISSION BRUNTYS has its sights set on becoming a major cider producer in Asia, bringing the best of traditional British cider brewing to the worldâ€™s fastest growing consumer market. Brewed in the heart of Southeast Asia from the highest quality imported ingredients, BRUNTYS aims to become the most recognised premium cider brand throughout the region.
POSITION Unlike other cider brands available, BRUNTYS is produced in the heart of Southeast Asia by British brewmasters from premium-quality fruit imported from Englandâ€™s world famous orchards and carefully fermented in a state-of the-art brewery. Producing cider locally means the product is available at a highly competitive price that is unmatched by imported cider brands.
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THE BRUNTYS AUDIENCE Expatriates living in Asia who are familiar with cider and are increasingly engaging the trend to consume lighter, fruitier alternatives to beer. Young affluent Asians who are open to international consumption trends, increasingly health conscious and keen to try a beverage that is more refreshing than beer or pre-mixed beverages are also a target audience for BRUNTYS. They are the new generation of drinkers who are looking for alternatives to beer and are not afraid to try new things.
BRAND ESSENCE Letâ€™s Get Fruity!
This tagline reflects BRUNTYS spicy, fun attitude. The slogan is a word play on an erotic flirty situation. It is cool, sexy and implies fun while at the same time referring to the health aspect of this premium branding and quality ingredients.
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BRAND PERSONALITY BRUNTYS imagery, tone and manner should always be in the following characteristics: • Classy • Classic modernity • Cool and active • Fun, sexy, flirty • but not cheap or trashy
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LOGO GUIDELINES Who may use the logo Only authorised distributors and their partners may use the BRUNTYS logo. Every application of the logo must be approved by the distributor using these brand guidelines.
Approved forms of the logo The approved logo for dark backgrounds is available in both horizontal and square orientation.
The approved logo for white and light coloured backgrounds is available in both horizontal and square orientation.
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The BRUNTYS logo must be given space to breathe. The exclusion zone above shows the minimum amount of space that must surround the logo. This must apply to all versions of the BRUNTYS logo. The exclusion zone is measured the width of ‘X’ as shown above.
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Sizing the BRUNTYS Logo 2cm
The minimum size of the logo is 2cm in width. The length is measured from the left side of the B’s ascender to the stem of the S’s shadow.
The minimum size for the standard horizontal logo is 3cm in width. The length is measured from the left side of the balloon’s tip to the stem of the S’s shadow.
In certain cases where large format printing is involved, the logo should occupy at least 20% of the height of the medium.
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Improper use of the logo Never rotate the logo on an angle.
Do not recreate the logo or use any typeface not specified by BRUNTYS.
BRUNTYS Always scale the logo in proportion and never distort it in any way.
Donâ€™t use colours other than the standard BRUNTYS colours.
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Do not move or remove any of the individual elements in the logo.
Do not put the logo against a busy background or any other background that does not ensure maximum visibility and contrast.
TYPEFACE The typeface family used in the BRUNTYS logo is Adobe Garamond Pro. This should be used in all communiaction materials to give a cohesive feel to the BRUNTYS branding. The official font for the tagline is Hand of Sean
Letâ€™s Get Fruity!
Aa Aa Aa Aa Aa Aa Regular
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Khmer Typeface The BRUNTYS display typeface for the Khmer language is KH KOULEN in unicode format. While the font for body text is KH BATTAMBANG.
ាបចដេថងហិកលម នោផឆរសតុវខ ឹ យឋ Kh Battambang
ាបចដេថងហិកលម នោផឆរសតុវខ ឹ យឋ 12 BRAND GUIDELINE
Web Typeface The BRUNTYS display typeface for the web is ALIKE. It is available for download at: http://www.google.com/fonts/specimen/Alike
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 13 BRAND GUIDELINE
BRAND COLOURS Primary colours
C 75 • M 5 • Y 100 • K 41 Pantone© 356 U R 0 • G 117 • B 45
C 10 • M 0 • Y 90 • K 5 Pantone© 389 U R 206 • G 219 • B 5
C 40 • M 0 • Y 100 • K 20 Pantone© 376 U R 128 • G 189 • B 38
C 0 • M 100 • Y 90 • K 0 Pantone© 1797 U R 217 • G 0 • B 43
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In creating these gradients in Pantone© colours care must be taken to ensure the colours are reproduced correctly.
Balloon Colours The balloon illustration used in the BRUNTYS logo is detailed and must never be redrawn or recreated. A master file is given to qualified individuals and organisations to ensure the consistency of this graphic element. However in certain cases where technical limitations arise such as limited color printing (eg.1-colour & 2-color printing, embroideries), please use this guide for the specific colour values.
Pantone© 1797 U
Pantone© 2726 U
Pantone© 5455 U Pantone© 722 U Pantone© 7504 U
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NAMING For consistency, BRUNTYS in commercial use should always be expressed in Adobe Garamond Pro Bold in all caps. However in certain third party media and uses this font might be unavailable. Please ensure that the use of BRUNTYS is always used in all caps, and in bold style. Note - there is no apostrophe between the Y and the S. British English should be used in all promotional tools opposed to American English for cohesiveness of the British branding.
Adobe Garamond Pro
…Brian and Steve moved to Cambodia to ensure that BRUNTYS premium cider would be available throughout Asia… 16 BRAND GUIDELINE
All other fonts
…Brian and Steve moved to Cambodia to ensure that BRUNTYS premium cider would be available throughout Asia…
PHOTOGRAPHY Photographic visuals are a powerful tool to capture and communicate the brandâ€™s key attributes: fun, sexy, healthy, modern. BRUNTYS photography should reflect its brand personality in order to engage and inspire its target audience. Product placement should be highly visible and ideally local celebrities are used to target the relevant Asian market.
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KEY VISUAL ELEMENTS 1. BACKGROUND FX: The background element usually consists of the primary corporate colour with a gradient towards a secondary colour using a flurry of exploding lights. This is reminiscent of lights and environments commonly found at parties.
2. BOTTLE FLARE FX: The flares that swirl around the bottle are an accent. It represents the fun energy that the BRUNTYS consumers will experience.
3. FACEBOOK ADDRESS: As Facebook is becoming a platform to directly engage BRUNTYS consumers, it is important that the designed Facebook symbol appears in BRUNTYS communication material as much as possible. It uses a custom “like” graphic holding a bottle.
facebook.com/bruntys 18 BRAND IDENTITY GUIDELINE
WHAT TO PROMOTE TO DIFFERING AUDIENCES
This is why:
FOR ASIAN TARGET GROUPS ALL artwork should have the strawberry cider, in the forground.
FOR WESTERN TARGET GROUPS ALL artwork should have the traditional apple cider at the front of the image.
of people who participated in taste tests preferred the refined taste of BRUNTYS premium cider. The sweeter flavour of the strawberry was particularly appeal to the Asian market.
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Asia Pacific Cider Company, 1748 National Road 5, Phnom Penh, Cambodia www.bruntys.com
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