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Created, designed, and prepared by Cait Bender Design, 2017-2018


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Jamesport Vineyards Brand Manual


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Jamesport Vineyards Brand Manual


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Introduction

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The Next Step

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Our New Identity

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Corporate Materials

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Corporate Headquarters

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Packaging

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Marketing Materials

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Digital Media

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Closing Thoughts

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Jamesport Vineyards Brand Manual | Introduction

Jamesport Vineyards is a three-generation,

Jamesport’s current branding is inconsistent,

family-owned vineyard in Jamesport, New York.

with a static logo and mismatched packaging.

Boasting 60 acres of land and a 165-year old

This proposed system brings a more cohesive

barn, Jamesport is known for hosting a wine

aesthetic across our products and brand. As a

club, private events, and weddings. Within the

small family business that is now growing into a

last three years we have become an up-and-

major competitor, we need to be recognizable

coming competitor in the wine industry, and

anywhere our brand appears.

have been able to branch out into New England supermarkets and local liquor stores. We are also currently closing a deal with Liquor Barn.


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When he purchased a farm in Cutchogue back in 1981, he had no plans of becoming a farmer. But, through his passion for the land, he turned a few acres of grapes into Jamesport Vineyards... — on Ronald B. Goerler, Sr.


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Jamesport Vineyards Brand Manual | Introduction

The northern area of Long Island is prime vineyard

sustainable habits first. The brand should reflect

territory. There are ten to twenty vineyards and

this forward-moving, clean approach, and

wineries in Jamesport’s surrounding area.

differentiate Jamesport as we move into larger markets.This is a full identity system update for

Three generations of family later, Jamesport maintains the original logo—a simple, serif wordmark. Unfortunately, all of our competitors carry the same style. Jamesport needs to stand out. Our family puts happy customers, quality, and

Jamesport’s current branding.


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The Next Step


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Jamesport Vineyards Brand Manual | The Next Step

Jamesport Vineyards ensures the highest quality fruit for the highest quality wine while using sustainable farming methods. Jamesport Vineyards promises to maintain, first and foremost, their committment to their customers, and provide them with wine that gives an unparalleled experience.


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Jamesport Vineyards Brand Manual | The Next Step

As Jamesport expands into larger retail markets across the country, the new brand should reflect passion for our business. It must be unmistakeable and stand out from competitors, while still retaining a tone that reflects our identity. For these reasons, the new branding seeks to embody the attributes on the opposite page.


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Classy Elegant Sustainable Minimal Charming


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Our New Identity


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Jamesport Vineyards Brand Manual | Our New Identity

“It’s a labor of love...you have to have a passion for it.” — Ronald B. Goerler, Jr.


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Jamesport Vineyards Brand Manual | Our New Identity

The primary logo will always be the full Jamesport wordmark. This monoline script logo is fresh, but elegant, and still connotes a minimal vineyard feel. The workmark should always appear in the horizontally stacked format seen to the right. The emblem should always appear in a mostly upright position, but may be slightly rotated. Both logos are mostly used in the original charcoal color or may be reversed in white. The wordmark and emblem may both be used at once with discretion. Keep in mind that this is not needed often.


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V I N E YA R D S

Logo wordmark

V I N E YA R D

Logo emblem


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Jamesport Vineyards Brand Manual | Our New Identity

When sizing the logo, appropriate size and spacing must be maintained. Use half of the capital J as a guide, as seen to the right. To ensure the logo is legible it should not be used at any size smaller than 1 inch for print or 150 pixels for screen. There is no maximum size limit, but please use discretion.


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V I N E YA R D S

V I N E YA R D S


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Jamesport Vineyards Brand Manual | Our New Identity

Whether the charcoal or white logo will be used depends on the logo’s background. Keep in mind that in most circumstances the charcoal version is preferred over white.


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V I N E YA R D S

V I N E YA R D S

Most of our print ads have a light gray or white background where the charcoal version is clearly legible.

V I N E YA R D S

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Use the white version for heavily colored, textured, or dark backgrounds.


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Jamesport Vineyards Brand Manual | Our New Identity

X Jamesport’s new identity must remain consistent

S R D E YA V I N

and should be protected. Please do not alter or distort the wordmark or emblem. These pages demonstrate common mistakes to avoid.

Do not rotate the wordmark. The emblem may be slightly rotated.

X V I N E Y A R D S

Do not stretch or skew the logo.


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X

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V I N E YA R D S

V I N E YA R D S

V I N E YA R D S A N D

W I N E R Y

Do not add extra words to the logo.

Do not use drop shadows or any other

Do not place the logo in a holding shape.

styles or effects.

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X

X V I N E YA R D S

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Never use colors other than the approved

Do not crop or cut off the workmark. The

brand colors: white and charcoal.

emblem may be cropped.

Do not rearrange any element of the logo.


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Jamesport Vineyards Brand Manual | Our New Identity

Color is a vital part of Jamesport Vineyard’s new identity. A simple white and charcoal palette is clean and elegant, but stands out from colorful store aisles.


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White

Charcoal

Pantone 11-0601 TPX

Pantone 179-15 C

CMYK 0 0 0 0

CMYK 69 62 59 49

RGB 255 255 255

RGB 61 61 62


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Jamesport Vineyards Brand Manual | Our New Identity

A new, fresh-looking goemetric sans-serif. Used for headers, body copy, and to show emphasis.

Gotham Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()+= Gotham Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()+=


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A sturdy, pleasant-to-read serif with a large x-height. Used for accent type, captions, and pull outs.

Merriweather Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()+= Merriweather Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()+=


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Jamesport Vineyards Brand Manual | Our New Identity

Although plain white is preferred and photos are rarely used in Jamesport’s identity, great photographs help to tell our brand’s story. They must be taken in well-lit spaces and should appear crisp and clear. Content should include our wines, the vineyard and winery, wine related items like wine glasses, or Jamesport events. Our photography compels consumers to think of what

Wine glass photography is minimal and classy. Close ups are preferred to show detail and visual interest.

they can experience with Jamesport, whether at our vineyard or at home. Rather than using your own photographs, please choose from our full library of approved photography.

Images of people should be candid shots at Jamesport events.


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Images of our wines should always appear

Black and white photography fits

on a white background. This protects the

Jamesport’s white and charcoal palette,

brand’s color palette and minimal feel.

while also remaining elegant.

All Jamesport photography must be

Long shots of wine glasses may be used,

well lit. Background imagery should be

but should have a pop of color or show

minimal and mostly nature.

action, such as pouring wine.


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Corporate Materials


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Jamesport Vineyards Brand Manual | Corporate Materials

Letters are printed on standard A4 paper. The Jamesport wordmark and return address appears at the bottom of the page, with the logo emblem cropped in the top right corner. All copy should be Merriweather Regular 8.5/13 point type.


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Jamesport Vineyards Brand Manual | Corporate Materials

Business cards are standard 2�x3.5�, and all white with the logo wordmark, name, title, email, and phone number on the front, and a cropped emblem on the back. The envelope is also white, but has a charcoal flap on the back. The Jamesport wordmark and return address is on the back, and the recipient address is on the front.


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Jamesport Vineyards Brand Manual | Corporate Materials

Wine will not only be shipping to stores across the country, but also customers’s doorsteps. Delivery trucks, packages, and shipping labels should appear as shown.


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Jamesport Vineyards Brand Manual | Corporate Materials

Employees are walking, breathing examples of our new brand. They should wear the approved Jamesport polo and identification lanyard at all times. Management may wear white, black, or gray dress shirts.


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Corporate Headquarters


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Jamesport Vineyards Brand Manual | Corporate Headquarters

As Jamesport Vineyards continues to grow, our buildings need to be recognizable and easy to find. Outdoor signage will be 6-feet tall, white, 3-dimensional signs with 7-foot, charcoal, 3-dimensional accents on the back. The wordmark at the top will be backlit so that it is clearly visible at night.


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Since Ron Goerler Sr. acquired the 165-yearold barn that houses the winery and tasting room a lot has changed, both aesthetically and agriculturally. — on Jamesport Vineyards


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Jamesport Vineyards Brand Manual | Corporate Headquarters

The front desk and waiting area will be most consumers’s first impression of the Jamesport vineyard and winery. It is important that this area carries the qualities of the rest of the brand through white or light gray interior design. Natural stones and woods may be used for accent pieces to give the space warmth.


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Jamesport Vineyards Brand Manual | Corporate Headquarters

Offices, conference rooms, and other interior spaces should be clearly labelled on the outside of the door. Signs mimic the shape of outdoor wayfinding, with the Jamesport emblem replacing the wordmark and room names in Gotham Bold. Conference rooms and private offices should have frosted glass 3 feet from the ground to 2 feet from the ceiling. The Jamesport emblem appears on the glass next to the door.


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Jamesport Vineyards Brand Manual | Corporate Headquarters

Elevators in any Jamesport building will follow the guidelines shown here. The Jamesport emblem is cropped in various positions on elevator doors. Two adjacent doors should not show the same placement. A wayfinding sign will show each floor and the employees that work there.


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Jamesport Vineyards Brand Manual | Corporate Headquarters

Jamesport Vineyards hosts our own wine club. Signage for the club should be consistent to the rest of the brand: white with charcoal text. Use the emblem for event signage, but use the wordmark for advertisements.


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Packaging


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Jamesport Vineyards Brand Manual | Packaging

Our new wine bottle packaging is essential to the

is below in Merriweather Regular. Each of our wine

new branding. For most people, this will be their

collections has it’s own decorative ring so that

first point of contact with the new Jamesport

consumers can differentiate the East End, Estate,

Vineyards, so it must stand out.

and Reserve collections.

The bottles are solid white, not only to be seen on shelves, but also to keep our wine perfectly fresh. The Jamesport wordmark appears on the front along with the vintage and type of wine in Gotham Bold. “Handcrafted and bottled in Jamesport, NY”


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Jamesport Vineyards Brand Manual | Packaging

It is important that all Jamesport purchases should be carried in bags that reflect the same identity. All of our wine should be given to consumers in eco-friendly cardboard bags with a white Jamesport emblem enlarged and cropped on the front and back. Reusable canvas tote bags are also available for other uses.


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Marketing Materials


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Jamesport Vineyards Brand Manual | Marketing Materials

All print ads should show high-resolution photography, preferably of our white wine bottles. Text in Gotham writes short, “white” idioms or catchy, sophisticated phrases with one word bolded for emphasis. Backgrounds are minimal to maintain a clean look and keep the focus on our product. Always include the disclaimer “Please drink responsibly.” and our website at the top or bottom of the ad.


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Jamesport Vineyards Brand Manual | Marketing Materials


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Jamesport Vineyards Brand Manual | Marketing Materials

Large scale advertisements should mimic small print ads. They will feature a white wine bottle and a short phrase in large type so that consumers can absorb the information quickly.


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Jamesport Vineyards Brand Manual | Marketing Materials

As part of our expansion, Jamesport will begin selling miscellaneous items including merchandise. This merchandise should be simple and classy, following aforementioned brand standards.


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Digital Media


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Jamesport Vineyards Brand Manual | Digital Media

The newest wine or upcoming events should be showcased in the landing page’s hero image. To bring dimension and interest to the site, hero images should include a faded background shot chosen from our approved photography. The type is clear and easy to read. The Jamesport emblem may be used for small embellishments.


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Jamesport Vineyards Brand Manual | Digital Media

Imagery on the website should be high-resolution photography. All wine photography should have a solid white background.


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Reservations for vineyard events and tastings appear on the About page. Each experience has it’s own tab for detailed information and sign up.


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Jamesport Vineyards Brand Manual | Digital Media


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Jamesport Vineyards Brand Manual | Digital Media

Online advertisements are minimal and white or feature bright, eye-catching photography The language should be the same as the print advertisements for consistency. Social media posts follow the same standards, but may be more artistic. For example, wrapping the wordmark around a wine bottle rather than placing it on top. Instagram is visually heavy and places emphasis on beautiful photography. Our profile should showcase our wines, the vineyard, and events.


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Closing Thoughts


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Jamesport Vineyards Brand Manual | Closing Thoughts

These brand guidelines will give Jamesport a fresh identity as it grows into a major competitor in the wine and liqour world. Our brand will be striking and distinctive, and most importantly unified through our new business adventures.


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“Wine makes every meal an occassion, every table more elegant, every day more civilized.” — Andre Simon


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Jamesport Vineyards Brand Manual | Closing Thoughts

Introduction

Corporate Headquarters

Finding a new Flavor

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Front Desk

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Identifying the Problem

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Elevators

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Mission Statement

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Northforker Wine Club

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Tonality

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Offices and Conference Rooms

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Outdoor Wayfinding

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Our New Identity Packaging

How not to use our Logo

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Identity Colors

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Bags and Totes

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Photography

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Wine Bottles

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Primary Marks

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Print and Digital Logo Use

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Size and Spacing

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Billboard Advertisements

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Typography

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Print Advertisements

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Miscellaneous

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Marketing Materials

Corporate Materials Digital Media

Business Cards and Envelopes

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Delivery and Shipping

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Mobile

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Employee Uniforms

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Online Advertisements

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Letterhead

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and Social Media Website

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Sources: jamesportwines.com Google Images http://3s8yp726oref2t1uk01shb3g-wpengine. netdna-ssl.com/wp-content/uploads/2017/04/ Ron-Goerler-w1200.jpg http://www.reynosoart.com/gallery/pamela/ vineyard-photography/ http://lipulse.com/2016/10/05/food-wine-pairingon-the-north-fork/


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Jamesport Vineyards Brand Manual  

©2018 Cait Bender Design

Jamesport Vineyards Brand Manual  

©2018 Cait Bender Design

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