Apna Store-Brand Manual

APNA STORE

Apna Store brand manual

Namaste

Welcome to the Apna Store brand manual.

This is a document created to serve as an informative guide and inspiration for anyone who is commissioning, writing, designing or producing Apna Store branded communications This document contains a summary of the thinking behind our new brand, an overview of our creative style and an explanation of the basic elements of our new identity.

Our new brand is crucial to the performance of our business not only as a store, but as a part of the Apna Store family, so please take a few minutes to have a look through.

Apna Store brand manual

Contents

Introduction Pehele ki baat - our history Lakshya - our aim Bhavishya - our vision Aachaar vichaar - our values Bolne ka tareeka - our tone of voice

Our Logo Overview Logo Tagline Banner version Colour overview

Our Typography Primary typeface Secondary typeface

Guidelines Logo guidelines Banner version guidelines

Our position Where do we stand?

Apna Store brand manual

Introduction Pehele ki baat Lakshya Bhavishya Aachaar vichaar Bolne ka tareeka

Apna Store brand manual

Pehele ki baat

Apna store has been serving the residents of two major societies in Ghaziabad since three wonderful years. The shop was founded by Mr. Amit Gupta in 2019 who is the current owner. At present, the shop is run by him and two other hired helpers.

Apna Store brand manual

Lakshya

"Apne liye, aur apno ke liye" has been an idea driving the core of the business since Apna Store's inception.

Being the only grocery store in City Apartments and Urban Homes, our mission is to inculcate the "apnaapan" offered in all our customers by making an activity such as shopping feel homely and convenient, and through that to form one unified community which we whole-heartedly serve.

The main aim is to be for the community, by the community and of the community.

Apna Store brand manual

Bhavishya

Our future is based on what our founder, Mr. Amit Guta has thought for the store The main plan is to convert Apna Store from an everday grocery store to a self service system, much like the larger grocery brands out in the market.

This plan also includes a formation and introduction of a members only benefits club exclusive to the society which consists of the majority of our customers, to carry our apnaapan and our family along with us and to strengthen our bonds even more with our customers.

This concept of forming a benefits club gives rise to our founder’s ultimate goal, to form a hyperlocal shopping community, with Apna Store at the centre, and the unified community as the main point of focus.

Apna Store brand manual

Aachaar vichaar

Our values are what set our behaviour in everything we do for our customers, for our family. Our behaviour is and should be based on: TRUSTED by the community which made us what we are today.

TOGETHERNESS as one family, as apni family.

NURTURING BONDS with customers and partners, in thought and in business.

RESPONSIBLE for what we sell, how we cater, and for fulfilling customer demands.

CONVENIANCE offering it to our customers by having their shopping experience feel homely.

COMMITED to the well being of our customers, to deliver quality to them.

APNAAPAN sabse bada vichaar, the core value on which the name and the store is based.

Apna Store brand manual

Bolne ka tareeka

Our tareeka, our tone of voice is: WELCOMING WARM CONGENIAL APPROACHABLE HOMELY

Apna Store brand manual

Our Logo Overview Logo Tagline Banner version Colour overview

Apna Store brand manual

Overview

Our logo family consists of two major elements, our symbol and our logotype.

The symbol has been formed by two hexagrams interlocking with each other. The interlocking represents our bhavishya (vision) of an interconnected hyperlocal shopping community we aim to create and serve.

Also, the interlocked hexagrams represent our lakshya (aim) to have a unified community built through apnaapan.

Hexagrams have specifically been used as this shape signifies unity, or the union of all parts of a community.

Apna Store brand manual

Logo

Backgrounds

Apna Store brand manual

Tagline

“APNE LIYE, AUR APNO KE LIYE” is not just a tagline, but the core ideology behind our store.

It represents our lakshya (aim), and signifies a promise of putting the customers at the primary point of focus for everything we do.

Apna Store brand manual

Banner version

APNA

STORE

Apne liye, aur apno ke liye

APNA

STORE

Apne liye, aur apno ke liye

Apna Store brand manual

Colour Overview

The colours used in the logos and in the manual have been picked from the store itself, and represent what our brand stands for. Here are the reasons and the HEX codes: EARTHTONES- Represent togetherness, apnaapan and signify the homely vibes of the store.

MAROON - To make the customers feel invited, to represent our comforting and welcoming nature.

YELLOW SUNSHADE - To give off a welcoming vibe, and to signify warmth and friendship.

Potter’s Clay

Pale Taupe

Baker’s Chocolate

Sunshade

#8B5E3C

#B79779

#6E2405

#FB9840

Apna Store brand manual

Our Typography Primary typeface Secondary typeface

Apna Store brand manual

Primary typeface

The primary typeface used in the banner version of our logo, and the brand manual as well is Baskerville Old Face. Being a serif typeface, it gives our communications as a brand a reliable and approachable image.

Secondary typeface

The secondary typeface used in the banner version of our logo and in this brand manual is Georgia. It complements Baskerville Old Face and is ideal for large amounts of text.

Apna Store brand manual

Guidelines Logo guidelines Banner version guidelines

Apna Store brand manual

Logo guidelines

To maintain our brand’s image, it is important to use the logo in a consistent way.

Here are some examples of what shouldn’t be done:

Don’ts

Do not disrtort the logo.

Do not use a background that obscures the logo.

Do not recolour any part of the logo.

Do not add a gradient to the logo.

Do not apply any effects to the logo.

Apna Store brand manual

Banner guidelines

Don’ts

To maintain our brand’s image, it is important to use the banner logo in a consistent way as well, wherever it’s needed.

Here are some examples of what shouldn’t be done:

APNA

apna

STORE

Apne liye, aur apno ke liye

store

Apne liye, aur apno ke liye

apna

store

Apne liye, aur apno ke liye

Do not disrtort the banner.

Do not change the typeface used along with the logo.

Do not use any other background colour except the colours specified.

Apna Store brand manual

Our Position Where do we stand?

Apna Store brand manual

Where do we stand?

Good Quality

Affordable

Hyperlocal

Apna Store brand manual

Hyperlocal Where do we stand?

Low price

High price Mayank Grocery Store Luxuria Market Singh Grocery Store

Hypolocal

By Digvijay Shukla

Apni hi toh dukaan hai

Sab aajaega Apna Store, shop 2-3, City Apartments, Aditya World City, Ghaziabad, Uttar Pradesh