O+V Brand Manual by Dawn Brink

OIL AND VINEGAR

Dawn Brink

Ferris State University

2011 ÂŠ

BRAND STANDARDS

HOW TO USE THIS MANUAL This maual was created to be distributed to any

Graphic applications required for most uses:

retailer of the O+V Brand Oil and Vinegar Products.

Adobe Illustrator CS4 or higher

This manual provides all of the regulations pertinent

Adobe InDesign CS4 or higher

to the use of this brand, and allows for individual

Adobe Photoshop CS4 or higher

expression within the guidelines represented.

Supplemental art and support graphic files

This Graphic Identity System manual takes the

provided include:

form of an Adobe Acrobat 8.0 PDF file format. In

Mark, signature, and symbol files in Adobe

addition, the complete file or its individual pages

Illustrator CS4 Encapsulated PostScript

can be printed on 8.5" x 11" paper (vertical),

(EPS) format

preferably with a color printer.

Additional files are provided in Adobe Photoshop CS4 TIFF and related formats for use on Web and other applications.

THE O+V BRAND

TABLE OF CONTENTS 1-7

THE O+V BRAND

36-55

APPLICATIONS

How To Use This Manual

38-41

Brochure

Mission Statement

42-49

Website

Shop Profile

50-53

iPhone Application

8-25

IDENTITY STANDARDS

54-55

Avatar

The Mark

56-79

ENVIRONMENTAL GRAPHICS

The Mark System

58-59

T Shirts

Primary

60-61

Billboards

Secondary

62-63

Gift Cards

14-15

Oil and Vinegar Application

64-67

Store Front

16-17

Clear Space

68--71

Tasting Signs

Sizing Restrictions

72-79

Packaging

Color

Color Palette

80-107

PROCESS

Acceptable Color Treatment

Reseach

Unacceptable Color Treatment

Mood Boards

Unacceptable Treatment

84-85

Naming Strategy

24-25

Typographic Strategy

86-91

Logo Development

92-95

Business System Development

26-35

BUSINESS SYSTEM

96-99

Brochure Development

28-29

Paper Specifications

100-103

Website Development

30-35

Business System

104

iPhone Application Development

105

Environmental Graphics Development

106-107

Packaging Development

MISSION STATEMENT O+V has a mission to satisfy those health finatics, daring tasters, and anyone else in between. By combining the richness of fresh extra virgin olive oil and aged balsamic vinegars the store is priding itself on an experience that is not easily forgotten. Coming into O+ V will allow you to open your taste buds to new things, and try the products that you would like to purchase before you make that committment. The staff is very knowledgeable and willing to assist the customers in choosing what oil or vinegar they are looking for and even suggesting new ones or combinations for them to try.

THE O+V BRAND

SHOP PROFILE The primary audience would be middle aged

The products that would be sold at the store

adults between the ages of 25 and 55. This

would be a variety of different extra virgin

audience enjoys cooking and testing the

olive oils and balsamic vinegars that would

boundaries involved with creating delectable

be imported from all over the world.

meals. The customer is interested in finding alternative ways to make cooking a healthier experience, and is looking for ways that they could "spice up" their meals. They enjoy specialty gifts, and oils and vinegars make great gifts. They are also knowledgeable about combinations of oils and vinegars to excite their meals, or are intersted in the thought of combining different oils and vinegars. With this being said, they might have some knowledge as to what spices work well together in a meal. The secondary audience would consist of adults 55 and older. These people generally get gifts at different times of specialty items that could be purchased at specialty shops. The shop would be located in Chicago on the Magnificient Mile and would attract a wide audience.

The services that would be offered at the shop would be everything that could create a great experience for the customer. The employees would have a knowledgeable understanding of all of the products sold at the store, and would then be able to assist the customers to the particular oil or vinegar that would suit their needs best. There would be empty bottles placed throughout the store, and if purchased they would be filled with the customers' desired product at the point of purchase. The customer can keep the bottle so that if they come back they can return the bottle to get a discount on their next purchase. The shop would also have a few featured recipes online, and all of the products would also be available for online purchases.

The character of the shop would encourage customers to be daring and to try new experiences. The shop would have a contemporary feel and the employees of the shop would contribute to the overall character of the shop by working to build a lasting relationship with customers which would help ensure they get future visits.

THE O+V BRAND

o + IDENTITY STANDARDS

The Mark

The Mark System

Primary

Secondary

14-15

Oil and Vinegar Application

16-17

Clear Space

Sizing Restrictions

Color

Color Palette

Acceptable Color Treatment

Unacceptable Color Treatment

Unacceptable Treatment

24-25

Typographic Strategy

THE MARK The mark shown below is what is intended for any applications of the O+V brand. The mark should not be altered in any way. It is shown in the way that it is intended to be applied. The mark is a visual representation of the store name, and was inspired by the way that people eat oil and vinegar most often. Usually people mix oil and vinegar, and this mark reflects that. The signature that is to be used is shown on this page too. It should not be altered. Refer to this manual for use of the signature. Never crop, change leading, or change the tracking of this signature.

OIL AND VINEGAR

IDENTITY STANDARDS

THE MARK SYSTEM The mark pictured below is what is intended for most all applications. It is the primary mark used for the 0+V Brand. This mark is not meant to be altered to fit uses in any way. In all of the appications that this mark is used, it should be applied according to the guidelines specified in this manual.

SYMBOL THE MARK

SIGNATURE

OIL AND VINEGAR

IDENTITY STANDARDS

THE PRIMARY MARK The primary mark is intended for most all applications of the brand. It should be used on all buiness letterheads, business envelopes, business cards, brochures, web pages, and packaging. The mark can be enlarged to be enlarged proportionally to fit a particular application. Any one of the six colors specified in this manual can be used for the reproduction of this mark.

OIL AND VINEGAR

IDENTITY STANDARDS

SECONDARY MARKS The secondary marks could be considered for any place that is not a primary application for the brand. These marks can be used to reiterate the brand. These marks are encouraged to be used for any context that the primary mark would not fit. Secondary mark 1.2 and 1.3 were created for the use in horizontal applications. Just as you can use any of the six colors for the primary mark, any of the colors can be used for the secondary marks.

secondary mark 1.1

OIL AND VINEGAR

OIL AND VINEGAR secondary mark 1.2

OIL AND VINEGAR secondary mark 1.3

IDENTITY STANDARDS

OIL AND VINEGAR APPLICATIONS The O+V applications shown on the next page were created specifically for packaging. Each application is a different color, and that color is to be used for the specific intended group of oil or vinegar within the brand. The groups are listed at the bottom of each application. These groups are listed, but are also part of the use of this application. The groups include: Balsamic Aged Vinegar White Balsamic Vinegar Specialty Balwsamic Vinegar Unflavored Extra Virgin Olive Oil Flavored Extra Virgin Olive Oil Specialty Extra Virgin Olive Oil

Each color is meant to represent that given group of extra virgin olive oils or balsamic vinegars. Within each group there are several different flavors. The text next to the plus sign will change to indicate the flavor that the particular balsamic vinegar or extra virgin olive oil is inside the bottle.

IDENTITY STANDARDS

vvv ooo + 18 YEAR TRADITIONAL

+ CHAMPAGNE

+ WHITE HONEY & GINGER

BALSAMIC AGED

SPECIALTY

WHITE BALSAMIC

+ WHITE TRUFFLE

+ MEYER LEMON

+ LECCIO

SPECIALTY

FLAVORED EXTRA VIRGIN

UNFLAVORED EXTRA VIRGIN

IDENTITY STANDARDS

CLEAR SPACE RESTRICTIONS For most application uses, maintain a minimum

Below are the clear space restrictions

of .5” from the mark. Clear space requirements

for the primary mark, and on the next

differ from application to application.

page are the restrictions for the secondary marks. It is critical to implement these clear space restrictions.

0.5” y

0.5”

0.6207”

OIL AND VINEGAR

IDENTITY STANDARDS

0.5” y

0.5”

OIL AND VINEGAR

0.6207”

y x 0.5”

OIL AND VINEGAR

IDENTITY STANDARDS

SIZING RESTRICTIONS The sizing restrictions are outlined here to ensure that the mark is legible. It is important that the indicated sizes are maintained as the minimum sizes for the marks. Notice that the primary mark (vertical mark) has to be larger than the horizontal mark.

1.25”

OIL AND VINEGAR

0.5”

OIL AND VINEGAR

0.375”

OIL AND VINEGAR

IDENTITY STANDARDS

COLOR The O+V primary mark can be reproduced in a

The black and white reproduction can be used

variety of different colors. However, the face of

on lighter backgrounds in place of the full color

the brand on applications that are the business

mark. Do not use on a dark background.

system, website, or brochure the primary mark should be represented in full color. This is the primary mark, and can be used in a variety of colors depending on the particular application.

O O

full color

OIL AND VINEGAR

black and white

OIL AND VINEGAR

IDENTITY STANDARDS

COLOR PALETTE This is the color palette that is to be used for the O+V Brand applications. These colors are implemented into the brand, and were inspired by oil and vinegar colors. However, please take note of what each color represents within the brand. The colors below should be used with the specific category of the oils and vinegars.

PMS 463 U C30 M56 Y100 K37 R132 G112 B83 HEX # 847053

PMS 383 U C20 M0 Y100 K19 R138 G154 B55 HEX # 8a9a37

PMS 1815 U C0 M90 Y100 K51 R146 G85 B84 HEX # 925554

PMS 378 U C34 M0 Y100 K60 R108 G115 B74 HEX # 6c734a

PMS 131 U C0 M32 Y100 K9 R199 G135 B52 HEX # c78734

PMS 167 U C0 M60 Y100 K17 R184 G102 B76 HEX # b8664c

IDENTITY STANDARDS

ACCEPTABLE COLOR TREATMENT There are certain color treatments to the brand

The text and colors for the secondary mark can

that are acceptable. The guidelines that are

change as long as the same outlined guidelines

given in this manual should be followed.

for the primary mark are followed.

The primary mark should always look the same as the primary color given for most applications, however, the color can change to be any of the specified colors. They are shown below.

OIL AND VINEGAR

IDENTITY STANDARDS

UNACCEPTABLE COLOR TREATMENT Below are some examples of unacceptable color

Do not reverse the logo out of a color, texture, or

treatments. The box around the v and the o should

high contrast background. Do not place different

always match color, and that color should match

colored objects behind the logo that make the

the color of the signature. It is important that

mark hard to read wihout using a reversed out

this logo remain as a one-color mark as that is

that is meant for these purposes.

the way that it communicates the clearest. Do not use different combinations of colors for this mark.

OIL AND VINEGAR

IDENTITY STANDARDS

OIL AND VINEGAR

UNACCEPTABLE TREATMENT Below are some examples of some unacceptable

Do not scale the mark to be too small, do not

treatments of the primary mark. Even though

rotate, do not skew, and do not reflect the mark.

the secondary marks are not shown, these

Do not distort or manipulate the mark in any way.

manipulations should not be done to those marks either.

OIL AND VINEGAR

O O O O OIL

OIL AND VINEGAR

IN DV

OIL AND VINEGAR

OIL AND VINEGA R

D OIL AN

VINEG A

IDENTITY STANDARDS

TYPOGRAPHIC STRATEGY The typographic strategy that was chosen for

This typeface is used for all applications,

the brand was Clearface Gothic LH. This typeface

however, different applications require different

lends it's round but sharp qualities to oil and

weights. The headings in should be set in

vinegar. The typeface looks and feels really

Clearface Gothic LH Bold. The general body

natural, and has organic terminals and forms.

copy should be set in Clearface Gothic LH Light.

This creates a great look for the brand of a

Different areas will call for different weights.

natural product.

ABCDEFGHI JKLMNOPQR ST UV W XY Z abcdefghijklm nopqrstuvwxyz Clearface Gothic LH Roman

IDENTITY STANDARDS

A B C D E F G H I J K L M N O P Q R ST UVW XY Z abcdefghijklmnopqrstuvwxyz Clearface Gothic LH Light

A B C D E F G H I J K L M N O P Q R ST UV W XY Z abcdefghijklmnopqrstuvwxyz Clearface Gothic LH Medium

A B C D E F G H I J K L M N O P Q R S T UV W XY Z abcdefghijklmnopqrstuvwxyz Clearface Gothic LH Bold

A B C D E F G H I J K L M N O P Q R ST UV W XY Z abcdefghijklmnopqrstuvwxyz Clearface Gothic LH Black

IDENTITY STANDARDS

+ BUSINESS SYSTEM STANDARDS

28-29

Paper Specifications

30-35

Business System

PAPER SPECIFICATIONS LETTERHEAD

BUSINESS CARD

French Paper Company

Smart White

98 White

Text

Cover

80 lb.

110 lb.

ENVELOPE French Paper Company Smart White 98 White Text 70 lb.

BUSINESS SYSTEM STANDARDS

BROCHURE

PACKAGING

French Paper Company

All boxes, sleeves, and four packs should

Smart White

be printed on Sweetwater paperboard.

98 White Cover

TYING PACKAGING AND BROCHURE

110 lb.

Natural colored hemp should be used to tie all of the products that should be tied.

TASTING SIGNS French Paper Company Smart White 98 White Cover 130 lb.

BUSINESS SYSTEM STANDARDS

BUSINESS LETTERHEAD SIZE 8.5 x 11 TYPOGRAPHY CONTACT INFORMATION Clearface Gothic LH Roman 8.5 pt. over 10.5 pt Tracking 20 BODY TEXT Clearface Gothic LH Roman 8.5 pt. over 10.5 pt Tracking 10 COLOR PMS 463 U PAPER STOCK See page 28

BUSINESS SYSTEM STANDARDS

1.2”

123 N. Michigan Ave. Chicago, IL 60611 p 773-879-4503 f 773-879-4504 w www.oplusv.com

1.15” 1.25”

1.05”

OIL AND VINEGAR

.25” 1.5” 1.5” Mr. Dominic Rafael President and CEO Jenson Structures Inc.

2.5”

505 Granville Street, 12th Floor Vancouver, British Columbia May 25, 2010 Dear Mr. Rafael: Further to our recent phone conversation, this is to formally advise you that the Olympic Construction Committee has decided to request an audit of the accounting practices of Jenson Structures Inc. The audit will commence immediately and will be performed on behalf of the OCC by Taylor & Hanson Auditing Services Inc. of Vancouver. As you know, this audit was prompted by some serious invoice/work order discrepancies that were noted during a number of our transaction-sampling mini-audits that were conducted over the past six months. When briefed on the results of these mini audits, the OCC decided that an immediate audit of Jenson’s accounting practices and procedures with respect to invoicing was warranted. The audit will be conducted in full accordance with the OCC’s contract administration and control policy which is an addendum to all of our construction contracts. Among other things, that policy states that “…all outstanding invoices submitted by the company being audited will be held in abeyance until such time as the results of the audit are known.” Also in accordance with the policy, “… depending on the results of the audit, it will be at the Committee’s sole discretion to determine when, and to what degree, any payments will be made to cover any outstanding invoices.” We look forward to your complete cooperation with the auditors so that the audit can be conducted quickly and concluded as soon as possible. If you have any questions about the audit process please feel free to contact the Project Senior Auditor, Janice Gonzalez, at 604-459-4111. Sincerely,

James Thieme O Plus V, Sales Representative

(Not To Scale)

BUSINESS SYSTEM STANDARDS

BUSINESS ENVELOPE SIZE Standard # 10 Envelope TYPOGRAPHY CONTACT INFORMATION Clearface Gothic LH Roman 8.5 pt. over 10.5 pt Tracking 20 RECIPIENT TEXT Clearface Gothic LH Roman 12 pt. over 16 pt Tracking 20 COLOR PMS 463 U PAPER STOCK See page 28

BUSINESS SYSTEM STANDARDS

1” 0.5”

FIRST CLASS

1.2”

OIL AND VINEGAR 123 N. Michigan Ave. Chicago, IL 60611

1”

2” 3” Sally Smith 123 Easy Street Grand Rapids, MI 49519

(Not To Scale)

BUSINESS SYSTEM STANDARDS

BUSINESS CARD SIZE 2 x 3.5 TYPOGRAPHY NAME Clearface Gothic LH Bold 9 pt. over 10.5 pt Tracking 20 CONTACT INFORMATION Clearface Gothic LH Roman 8 pt. over 10.5 pt Tracking 20 + Clearface Gothic LH Medium 10 pt over 12 pt Tracking 10 “ O” “ V” Clearface Gothic LH Bold 260 pt COLOR Depends on the color of the mark. PAPER STOCK See page 28

BUSINESS SYSTEM STANDARDS

v o

0.125”

0.65”

0.3”

0.38”

0.3”

0.45”

0.38”

+ SALES REPRESENTATIVE

0.5”

0.35”

ASHLEY KIT p 773-879-4503 f 773-879-4504 e ashley@oplusv.com

+ STORE MANAGER

0.2”

0.6”

1”

0.84”

(Not To Scale)

0.17”

1”

0.38”

0.5”

0.35”

SALLY SMITH p 773-879-4504 f 773-879-4504 e sally@oplusv.com

0.84”

0.38” (Not To Scale)

BUSINESS SYSTEM STANDARDS

+ APPLICATIONS

38-41

Brochure

42-49

Website

50-53

iPhone Application

54-55

Avatar

BROCHURE LAYOUT This is the official layout used for the brochure

The brochure is tied with the natural color

that accompanies the O+V brand. It can be

hemp to tie into the fact that the products are

found at the stores, and the brochure itself can

all natural. This same hemp is used for the

serve as a great tool when the customers are

packaging, and should be used for all of the

trying to remember the products, health facts,

materials that require tying from this store.

guarantees of the company, and the mission of the O+V brand. The brochure is created with an accordian fold that accommodates the important information from the store. The size of the brochure makes it easy to store it in a wallet or to just carry around. It is not big and bulky, but rather small and convenient. The customers will definitely want to hang on to this for a resource to reference important information.

APPLICATIONS

BROCHURE GRID SYSTEM SIZE

BACK:

Spread: 13.5 x 5

HEADINGS

Folded: 2.25 x 5

Clearface Gothic LH Bold

TYPOGRAPHY

7 pt over 10 pt Tracking 20

FRONT:

BODY TEXT

“O” “V” Clearface Gothic LH Bold 177 pt

Clearface Gothic LH Light 7 pt over 10 pt Tracking 20

+ Clearface Gothic LH Medium 13.5 pt over 17 pt

COLOR All of the colors in the color palette are recommended for the use of the brochure.

Tracking 10

PAPER STOCK See page 29

APPLICATIONS

13.5”

0.33”

OIL AND VINEGAR

o v o vO

GUARANTEE

+ HEALTH

+ MISSION

+ PRODUCTS

front

2.25”

back

same dimensions as the front of the brochure

APPLICATIONS

WEBSITE DEVELOPMENT User persona, wireframes, and site map.

Susan Boyle, 37 years old Primary User

She is a teacher and health finatic. She enjoys trying new things. She wants to be able to access recipes online. She would like to be able to locate a store and purchase product online. She visits the store regularly, but would like to be able to tell friends where to learn about the different products available at the store.

PROCESS

home

shop

find

aged bv

stores

learn

shopping cart

health facts recipes

white bv specialty bv specialty evoo unflavored evoo flavored evoo

navigation

logo

navigation

image

home

logo

text about product

secondary page

logo

navigation

image text about product

tertiary page

PROCESS

WEBSITE HOME PAGE The website maintains the same feel and

The tabbed navigation remains consistent

overall experience of the store and the mark.

throughout the entire site which provides the

It is very clean, and not cluttered at all. It

user with a good sense of where everything is,

provides the information in a way that is very

and also as to which part of the website they

direct and straight to the point. This allows the

are in at all times.

user to navigate the site very easily and obtain the necessary answers they were looking for or the products that they would like to purchase.

The background wording of the website would change as the user is on the website. Every time that the user would visit the website, the phrase in the background would be different.

APPLICATIONS

WEBSITE INTERIOR PAGES When the user goes deeper into the navigation,

After the user clicks on the bottle or title of

the tab that they choose to navigate would pop

the product, they would come to a page

up.

with a much larger bottle of the product. On

The bottles would be pictured on the screen, and it would allow the user to either click on the bottle or on the text under it to navigate to that product page and description.

APPLICATIONS

the bottle would be a tab that would say â&#x20AC;&#x153;+ ABOUTâ&#x20AC;?. This would allow the user to find out more information about the product. The tab is always out so that the user can instantly find out about that particular product.

APPLICATIONS

WEBSITE PURCHASE PAGES When the user decides that they are ready to check out, they will be directed to the page that requires them to fill in their name, payment method, and billing and shipping addresses. When this information is completed they would be directed to a confirmation page. The confirmation page would include a thank you from O+V, their purhase pictured in a box from the store, and would also list a confirmation number.

APPLICATIONS

iPHONE APPLICATION HOME PAGE The iPhone application is meant to be a tool that

Mix would allow the user to find out which extra

can be used to get lots of information. It would

virgin olive oils mix the best and what they are

be centered around the different uses that a user

what that combination's use is.

would download an application for. The audience would be able to download this application to their iPhone at no charge. The home page of the application would have the O+V logo cover most of the screen, and the user would be posed with three navigation choices. There would be mix, recipes, and locate. These three choices are all useful to the overall experience and support that is offered by the store.

APPLICATIONS

Recipes would lead the user to the featured recipes that the store would have for that particular month. They would have some at their fingertips. Locate would allow the user to use their iPhone to figure out where the nearest location of the store is. Since there is only currently one store, they would be able to get a map in this section of the application.

APPLICATIONS

iPHONE APPLICATION INTERIOR PAGES When the user clicks on mix, they would be

When the user chooses a specific product

brought to a page with more navigation. This

they would be brought to another page that

navigation consists of the six main categories

would have the bottle of the product and the

of the product. Three of the categories are extra

information pertaining to what mixes best with

virgin olive oils and the other three are balsamic

that particular product and some uses that that

vinegars. The user could select one and then

combination is great for.

would be brought to another page.

The user can navigate to the beginning of mix at

The next page that the user would be brought to

any time by just clicking on the â&#x20AC;&#x153;+MIXâ&#x20AC;? bar, and

would have the choices of that particular category

can navigate to other parts of the application by

listed. They would then select another option.

choosing a different colored bar.

APPLICATIONS

AVATAR The avatar was created to be used in any kind of digital media. It can be used on the website, iPhone application, or in commercials. These are just a few different areas that the avatar can be used. It is a visual represenation of the brand that creates interest using color and movement.

APPLICATIONS

frame 1

frame 4

frame 7

frame 2

frame 3

frame 5

frame 6

frame 8

frame 9

APPLICATIONS

+ ENVIRONMENTAL GRAPHICS

58-59

T Shirts

60-61

Billboards

62-63

Gift Cards

64-67

Store Front

68--71

Tasting Signs

72-79

Packaging

T SHIRTS These t-shirts would be for the employees of the store to wear. They would all have different phrases on them that contribute to the overall feel of the brand. The phrases are meant to be catchy, but also encouraging for people to want to try the different oils and vinegars, but to also promote combining them. The t-shirts would also be sold to customers that would be interested in purchasing them. They would be available in all of the colors of the color palette used throughout the rest of the brand.

ENVIRONMENTAL GRAPHICS

+ COMBINATIONS

OIL AND VINEGAR

front

back

+ OIL & VINEGAR

OIL AND VINEGAR

front

back

ENVIRONMENTAL GRAPHICS

BILLBOARDS These would be some of the billboards that could be found on the highways to draw people into the store. The billboards would all be part of a series. They encompass the phrases that can be found on other applications on the brand, and reiterate the feeling that the store should give to its audience. The billboards would be straight to the point, and would be widely recognized as part of the O+V system. The audience should feel greeted and encouraged as they view these billboards from a distance. Each of the phrases provides the audience with a phrase that makes them want to visit the O+V store.

ENVIRONMENTAL GRAPHICS

GIFT CARDS The gift cards would carry the same look as the billboards. Each card would deliver a different message so the person that is puchasing it can choose from a selection. These cards serve as the face of the brand for the receiver of the gift card. The cards would be reloadable, and can be loaded to any increment of 5 above $10. For example: $10, $15, $20. The cards fit into the style of the entire branding system, which represents O+V.

ENVIRONMENTAL GRAPHICS

+ NATURAL

O front

+ ENJOYABLE

O front

This gift card can be redeemed for product at O+V Stores or oplusv.com, and cannot be redeemed for cash or credit except where required by law. No value until purchased. For balance information, go to oplusv.com or call 1-866-457-8091. This card is for instore or online purchases only, and has not value outside of those purposes. There are no fees with this card or expiration dates so you can use it at your own leisure.

330465211093

back

ENVIRONMENTAL GRAPHICS

STORE FRONT The store front will be wooden, but will have large windows. The windows that are at eye-level will be open with a little bit of writing on the bottom of them to allow the customers to see inside to the store itself. In the windows on the top there will be banners that have different phrases on them. These phrases are meant to draw people in, and can be seen from a distance. The banners will be in the color palette used for the entire brand. The overall feel for the store should be picked up from the audience before even entering the store.

ENVIRONMENTAL GRAPHICS

This is the front of the O+V Store that is located at 123 North Michigan Avenue Chicago, IL.

ENVIRONMENTAL GRAPHICS

STORE FLOOR PLAN The store would be arranged with the

There would also be would also be bottles

letters “O” and “V”. All of the products that

stored beneath the tasting areas on the

are available for tasting would be found on

built-in shelves that are on each of the letters.

the letters. The “O” would have all of the extra

There is not a lot of extra shelving that is in

virgin olive oils on it, and all of them would

the store as it is meant to be an experience that

be organized according to category using the

is centered around the tasting of the product.

built in color system. The “V” would have all of the balsamic vinegars, and would also follow suit with the color system. There would be a checkout in the corner, and the packaging would be stored behind the counter. It is not sold separately, but rather considered part of the price that you pay to shop at the store. Also, there would be labels and bottles behind the counter.

ENVIRONMENTAL GRAPHICS

checkout

door shelf with packaging

specialty evoo

specialty balsamic vinegar

aged balsamic vinegar

checkout

flavored evoo

unflavored evoo

white baslamic vinegar

counters with product couch

ENVIRONMENTAL GRAPHICS

TASTING SIGNS These are the tasting signs that could be found all around the store. They are also color coated to match the particular group of extra virgin olive oils or balsamic vinegars. Each sign would have the same look of the labels found on the bottles on the left side of the sign, and then on the right would provide a breif description of the particular product. It would provide interesting facts or uses for the product.

ENVIRONMENTAL GRAPHICS

These mini kegs of oil and vinegar would be found around the entire store. Each container has a particular oil or vinegar inside of it, and the spout allows the customer to try the product. It also allows the representative to fill the bottles at point of purchase. The signs would indicate the flavor and some uses for that given product.

ENVIRONMENTAL GRAPHICS

TASTING SIGNS SIZE

These signs can be found around the store on

5 x 3.5

the containers that allow the customer to taste all of the oils and vinegars. They reflect the graphic

TYPOGRAPHY

appeal of the entire store, but communicate the

)

flavor, the category of oil or vinegar, and also a

Clearface Gothic LH Medium

brief description about that particular product

11 pt over 14 pt

and its uses. These signs are important to the

Tracking 10

entire experience of the customer.

+ Clearface Gothic LH Medium 17 pt BODY TEXT Clearface Gothic LH Roman 11 pt over 13 pt Tracking 10 pt “O” “ V” Clearface Gothic LH Bold 232 pt COLOR Resembles the color of the category that the particular product is from. PAPER STOCK See page 29

ENVIRONMENTAL GRAPHICS

0.15” 0.55”

0.3”

0.1”

0.55”

This is a crisp, White Balsamic Vinegar, infused with a sweet peach flavor. The addition of peach makes this vinegar the perfect topping over seafood and chicken dishes, not to mention, many different fruits as well. Whip up a quick salad dressing using the White Peach and our Meyer Lemon EVOO or use as a finish over grilled veggies.

0.3”

3”

WHITE BALSAMIC

0.1”

0.15”

0.55”

0.3” 0.2”

+ WHITE PEACH

0.37”

0.55”

v o 0.12”

0.25”

0.2”

0.55”

Meyer Lemons are crushed with olives to produce this oil with a unique lemon zest. Lemon Extra Virgin Olive Oil serves as an amazing accompaniment to chicken and seafood, and makes an excellent base for vinaigrettes. One of many popular combinations is adding the tang of this oil with our Pomegranate Balsamic.

0.3”

+ MEYER LEMON

0.1” 0.1”

FLAVORED EXTRA VIRGIN

3”

(Not To Scale)

ENVIRONMENTAL GRAPHICS

PACKAGING LABELS SIZE

These are the labels found on the bottles of

5 x 3.5

oil and vinegar. These labels reflect the stores overall graphic direction. The flavor would be

TYPOGRAPHY

written out on all of the labels next to the plus

)

sign. The O and V would indicate whether it was

Clearface Gothic LH Medium

oil or vinegar. These labels would just be adhered

10 pt over 12 pt

to the front of the bottles, and the bottles would

Tracking 10

be located on shelves under the containers where the customers can taste the product and behind

+ Clearface Gothic LH Medium 23 pt BODY TEXT Clearface Gothic LH Roman 11 pt over 13 pt Tracking 10 pt COLOR Resembles the color of the category that the particular product is from.

ENVIRONMENTAL GRAPHICS

the checkout counter.

vvv ooo + 18 YEAR TRADITIONAL

+ CHAMPAGNE

BALSAMIC AGED

SPECIALTY

+ WHITE HONEY & GINGER

0.5”

0.3” 0.25”

WHITE BALSAMIC

0.12”

0.3”

+ WHITE TRUFFLE

+ MEYER LEMON

+ LECCIO

SPECIALTY

FLAVORED EXTRA VIRGIN

UNFLAVORED EXTRA VIRGIN 0.2”

0.5”

0.5” 0.25”

0.18”

(Not To Scale)

ENVIRONMENTAL GRAPHICS

PACKAGING BOXES These would be the boxes that the bottles of oil

The diecut in the box reveals the label that

and vinegar would come in. They come with the

is on the bottle, this indicates the flavor of oil

purchase at no additional charge, and when the

or vinegar that the product is. Also, the box

customer buys more than one, the boxes come

itself is specific to the category that the product

in pairs with a sleeve wrapped around them. The

was purchased is from. It matches the color

boxes are made out of sweetwater paperboard

system that is used throughout the entire brand.

which is an environmentally friendly alternative

This makes it easier for the customer to find

to the standard white paperboard. Because of

exactly what they are looking for on their

the environmental aspect and this product being

next visit.

natural, there should not be a lot of ink used for the graphics.

paperboard to relate to the fact that these are

The boxes, when the product is inside, should be tied at the top with hemp. The hemp adds a nice touch and goes along with the more natural feel. The oils and vinegars are all natural products so the packaging is meant to reflect that.

The packaging is printed on Sweetwater

ENVIRONMENTAL GRAPHICS

all natural environmentally friendly products.

+ WHITE BALSAMIC

ENVIRONMENTAL GRAPHICS

PACKAGING SLEEVE The packaging sleeve would be store specific,

Any color of the sleeves can be used for the

but would be in all of the different colors

packaging for the customer's purchase, it

that are part of the brand color palette. The

does not matter which one serves as the band.

front of these sleeves would include a phrase

However, if the customer purchases two of the

that would relate to the purchase that the

same product (under the same color category),

customer just made. They would be a bold

it is recommended that the purchases be placed

statement that reflects that they enjoyed

in the same color sleeve.

that particular product.

The sleeve is printed on Sweetwater paperboard to relate to the fact that these are all natural environmentally friendly products.

THIS IS MY FAVORITE COMBINATION.

123 N. Michigan Ave. Chicago, IL 60611 www.oplusv.com

OIL AND VINEGAR

ENVIRONMENTAL GRAPHICS

PACKAGING FOUR PACK The packaging that is used for the four pack is meant to encourage the customer to purchase more product. The packaging allows the customer to easily carry the product, but also should get them excited about buying more. This four pack would be printed in all of the 6 colors to represent each category included in the O+V Brand, but the phrases at the bottom of the packaging could change all pertaining to the fact that the customer has just made the purchase of four products. This would be printed on Sweetwater paperboard to relate to the fact that these are all natural environmentally friendly products.

ENVIRONMENTAL GRAPHICS

OIL AND VINEGAR

+ AWESOME FOUR

OIL AND VINEGAR

+ AWESOME FOUR

ENVIRONMENTAL GRAPHICS

+ PROCESS

THE O+V BRAND

Reseach

Mood Boards

84-85

Naming Strategy

86-91

Logo Development

92-95

Business System Development

96-99

Brochure Development

100-103

Website Development

104

iPhone Application Development

105

Environmental Graphics Development

106-107

Packaging Development

RESEARCH For the first part of the project, I went around to

I chose this product because I enjoyed the

different specialty shops to determine what kind

experience of trying different oils and vinegars

of product I wanted to sell at mine. I visited the

before purchasing them. But, I also found out

specialty shops throughout Holland, MI and in

that this is a newer niche market. This type of

Chicago, IL. Both of these experiences led me

shop was just started 5 years ago. I also talked

to want to create and brand a specialty shop

with the different workers at the shops that I

centered around oils and vinegars.

visited to find out more about how the shop functions and gained some email contacts.

PROCESS

MOOD BOARDS I made mood boards. These were created out of images, typgraphy, and color that inspired me. While making these, I was thinking about the entire brand.

PROCESS

NAMING STRATEGY After researching, I had to come up with a name

Top 12 Names:

for my shop. To choose a name for the shop,

ovio

I had to write a list of at least 100 hundred

top that

names. From that list I had to compile a list

o+v

of the names that I considered to be the top

evoo

12. Then, I picked my top three. From there, I

uva e olive

chose to go with the name O+V.

double dip

I chose O+V because it inspired me and I thought that it could develop into an entire brand. The plus sign lends itself to a variety of applications I also thought that the title stressed the fact that oils and vinegars can be separate or combined for a great taste.

olea l'ulivo on tap oliet better together olio e aceto Top 3 Names: ovio o+v evoo

PROCESS

LOGO DEVELOPMENT Rough skethces of the logo.

PROCESS

LOGO DEVELOPMENT Rough skethces of the logo.

PROCESS

LOGO DEVELOPMENT Primary black and white computer sketches.

plus

OV +

& ov

PLUS

o&v

PROCESS

o v

ov Ov

PLUS

o o+v

&v OV O

o v

O V

PLUS

& ov

& o&v & ov& o o v & & ov &v

ov & & ov

&ov

&ov OV & &ov &

o&v

& &

& ov

& OV & O&V & & OV & O&V & ov & & &

ov o v

o v

oV ov

v o v

OV & &

o v

& ov o

PROCESS

BUSINESS SYSTEM DEVELOPMENT Primary sketches of the business system.

PROCESS

BUSINESS SYSTEM DEVELOPMENT Primary computer sketches.

O May 25, 2010

OIL AND VINEGAR

Dear Mr. Rafael:

Mr. Dominic Rafael

Dear Mr. Rafael:

President and CEO

Jenson Structures Inc. 505 Granville Street, 12th Floor Vancouver, British Columbia Canada V6C 2R6

As you know, this audit was prompted by some serious invoice/work order discrepancies that were noted during a number of our transaction-sampling mini-audits that were conducted over the past six months. When briefed on the results of these mini audits, the OCC decided that an immediate audit of Jenson’s accounting practices and procedures with respect to invoicing was warranted. The audit will be conducted in full accordance with the OCC’s contract administration and control policy which is an addendum to all of our construction contracts. Among other things, that policy states that “…all outstanding invoices submitted by the company being audited will be held in abeyance until such time as the results of the audit are known.” Also in accordance with the policy, “… depending on the results of the audit, it will be at the Committee’s sole discretion to determine when, and to what degree, any payments will be made to cover any outstanding invoices.”

Further to our recent phone conversation, this is to formally advise you that the Olympic Construction Committee has decided to request an audit of the accounting practices of Jenson Structures Inc. The audit will commence immediately and will be performed on behalf of the OCC by Taylor & Hanson Auditing Services Inc. of Vancouver. As you know, this audit was prompted by some serious invoice/work order discrepancies that were noted during a number of our transaction-sampling mini-audits that were conducted over the past six months. When briefed on the results of these mini audits, the OCC decided that an immediate audit of Jenson’s accounting practices and procedures with respect to invoicing was warranted. The audit will be conducted in full accordance with the OCC’s contract administration and control policy which is an addendum to all of our construction contracts. Among other things, that policy states that “…all outstanding invoices submitted by the company being audited will be held in abeyance until such time as the results of the audit are known.” Also in accordance with the policy, “… depending on the results of the audit, it will be at the Committee’s sole discretion to determine when, and to what degree, any payments will be made to cover any outstanding invoices.” We look forward to your complete cooperation with the auditors so that the audit can be conducted quickly and concluded as soon as possible.

We look forward to your complete cooperation with the auditors so that the audit can be conducted quickly and concluded as soon as possible.

If you have any questions about the audit process please feel free to contact the Project Senior Auditor, Janice Gonzalez, at 604-459-4111.

Sincerely,

James Thieme O Plus V, Sales Representative

OIL AND VINEGAR

123 N. Michigan Ave. Chicago, IL 60611 p 773-879-4503 f 773-879-4504 www.oplusv.com

O May 25, 2010

PROCESS

OIL AND VINEGAR Mr. Dominic Rafael President and CEO Jenson Structures Inc. 505 Granville Street, 12th Floor Vancouver, British Columbia Canada V6C 2R6

p 773-879-4503

OIL AND VINEGAR

f 773-879-4504

www.oplusv.com

Mr. Dominic Rafael President and CEO Jenson Structures Inc. 505 Granville Street, 12th Floor Vancouver, British Columbia Canada V6C 2R6 May 25, 2010

O Dear Mr. Rafael:

Mr. Dominic Rafael President and CEO Jenson Structures Inc. 505 Granville Street, 12th Floor Vancouver, British Columbia Canada V6C 2R6

May 25, 2010 Dear Mr. Rafael:

The audit will be conducted in full accordance with the OCC’s contract administration and control policy which is an addendum to all of our construction contracts. Among other things, that policy states that “…all outstanding invoices submitted by the company being audited will be held in abeyance until such time as the results of the audit are known.” Also in accordance with the policy, “… depending on the results of the audit, it will be at the Committee’s sole discretion to determine when, and to what degree, any payments will be made to cover any outstanding invoices.”

We look forward to your complete cooperation with the auditors so that the audit can be conducted quickly and concluded as soon as possible. If you have any questions about the audit process please feel free to contact the Project Senior Auditor, Janice Gonzalez, at 604-459-4111.

Sincerely,

James Thieme O Plus V, Sales Representative

p 773-879-4503

f 773-879-4504

www.oplusv.com

James Thieme Sales Representative p 773-879-4503 f 773-879-4504 e james@oplusv.com

www.oplusv.com

p 773-879-4503

f 773-879-4504

www.oplusv.com

Mr. Dominic Rafael President and CEO Jenson Structures Inc. 505 Granville Street, 12th Floor Vancouver, British Columbia Canada V6C 2R6 May 25, 2010 Dear Mr. Rafael:

OIL AND VINEGAR

JAMES THEIME Sales Representative

p 773-879-4503 f 773-879-4504 e james@oplusv.com

OIL AND VINEGAR

James Thieme Sales Representative

p 773-879-4503 f 773-879-4504 e james@oplusv.com www.oplusv.com

PROCESS

BROCHURE DEVELOPMENT Primary sketches of the brochure.

PROCESS

BROCHURE DEVELOPMENT Primary computer sketches.

OIL AND VINEGAR

o v o vO

GUARANTEE

+ HEALTH

PROCESS

+ MISSION

+ PRODUCTS

O+ V is a specialty shop that allows the clientel to taste the products free of charge before committing to making a purchase. The store is located on the Chicago Magnificient Mile and offers a great and daring expreience to all of those that are open to trying new things and making different combinations. 123 N. Michigan Ave. Chicago, IL 60611 p 773-879-4503 f 773-879-4504 w www.oplusv.com

Extra Virgin Olive Oil lowers total blood cholesterol and LDL, bad, cholesterol but raise HDL, good, cholesterol. It contains monounsaturated fat. Monounsaturated fat is the preferred type of fat to keep a good balanced diet. HDL is "healthier type of cholesterol and when the cholesterol is used by the cells, it is transported to the liver by HDL and eliminated through the bile ducts. However, in the case of LDL it is transports cholesterol to cells and fatty tissue. Extra Virgin Olive Oil is popular in a Mediterranean diet that includes sensible, savory portions and slower eating. The diet is also made up of fruits, vegetables, grains, and small amounts of meat. Studies show that the consumption of Extra Virgin Olive Oil is a main source for lowering blood pressure levels and the risk of becoming obese. It improves the insulin-resistance of non-insulindependent diabetics more than a diet that is filled with carbohydrates. Several studies and findings report that EVOO can lower the rates of cardiovascular and coronary heart diseases among the populations of regions where olive oil is a staple in a regular diet.

O + V has a mission to satisfy those health finatics, daring tasters, and anyone else in between. By combining the richness of fresh extra virgin olive oil and aged balsamic vinegars the store is priding itself on an experience that is not easily forgotten. Coming into O + V will allow you to open your taste buds to new things, and try the products that you would like to purchase before you make that committment. The staff is very knowledgeable and willing to assist the customers in choosing what oil or vinegar they are looking for and even suggesting new ones or combinations for them to try.

UNFLAVORED 100% EXTRA VIRGIN OLIVE OIL Italy .................................. Nana's Blend Italy .................................. Leccio Spain................................. Castile Australia ............................ Sweet Hojiblanca Spain................................. La Trinidad Spain................................. Picual FLAVORED 100% EXTRA VIRGIN OLIVE OIL Garlic ................................ Tunisia Basil.................................. Tunisia Tuscan Herb ....................... Tuscany Blood Orange ..................... Tunisia Meyer Lemon ..................... Tunisia Lime.................................. Persia Harissa .............................. Tunisia Cilantro/Onion ................... Italy Mushroom & Sage .............. California Butter Flavor ...................... California Herbs de Provence .............. France Garlic/Basil Blend SPECIALTY OILS Walnut White Truffle Sesame.............................. Japan Black Truffle

+ PRODUCTS

+ MISSION

OIL AND VINEGAR

+ HEALTH

AGED BALSAMIC VINEGAR 18 Year Traditional 12 Year Traditional Black Currant Tangarine Red Apple Fig Strawberry Cinnamon Pear Black Cherry Pomegranate Raspberry Blueberry

GUARANTEE

Our Guarantee is that you will love our products. Our hope is that you love them so much that you return to the store to purchase more. If you choose to come back and buy more products when the bottles are empty, we have a request for you. We would like to recycle the bottle, to be good to the environment, and we'll do a favor for you. Bring back your bottle, empty, and we will give you 10% off of your next purchase. We appreciate your business.

WHITE BALSAMIC VINEGAR Traditional White White Honey & Ginger White Oregano White Sicilian Lemon White Peach White Jalepeno SPECIALTY VINEGARS Champagne ........................ Italy Red Wine ........................... Italy Sherry Wine ....................... Spain

PROCESS

WEBSITE DEVELOPMENT Primary sketches of the website.

100

PROCESS

101

WEBSITE DEVELOPMENT Primary computer sketches.

102

PROCESS

103

iPHONE APPLICATION DEVELOPMENT Primary sketches of the iPhone application.

104

PROCESS

ENVIRONMENTAL GRAPHICS DEVELOPMENT Primary sketches of the envrionmenal graphics.

PROCESS

105

PACKAGING DEVELOPMENT Primary sketches of the packaging.

106

PROCESS

107