Cracked restaurant by Chef Adrianne

B R A N D

I D E N T I T Y

www.IGotCracked.com @crackedbychefadrianne

WELCOME TO

TABLE OF CONTENTS 1. About Cracked

8. Color Palette

2. Cracked Mission Statement

9. Typography

3. Adrianne Bio and Corporate Sponsorship Collaborations

10. Primary Typeface

4. Logotype

11. Secondary Typeface

5. Monochrome Versions

12. Identity Elements

6. Incorrect Use

13. Stationary

7. Cobranding

14. Applications

ABOUT CRACKED Cracked was founded in 2018 with a simple goal in mind; deliver an appetizing egg and chicken-fare menu composed completely of free-range and organic ingredients. This concept was created by Chef Adrianne Calvo, whose Maximum Flavor style has captivated her customers for over a decade now.

In the end, a meal can only be as good as its ingredients. For this reason, Chef Adrianne and her team have gone the extra mile in order to ensure that patrons of Cracked are enjoying nothing but the best. Whether you are a meat-eater or a vegetarian, every bit of this versatile menu is made from the finest locally-sourced and sustainable ingredients brought to you by some of the area's finest farmers and growers.

Those who dine at Cracked can expect a few things. They can expect to be consuming never-frozen, locally-grown ingredients. They also can expect a versatile menu capable of satisfying a huge variety of palates. Most importantly, however, they can expect a uniquely-flavorful meal that is sure to keep them coming back for more. Mold all three together, and you have yourself a signature Cracked experience!

@crackedbychefadrianne

CRACKED MISSION STATEMENT Put simply, Chef Adrianne’s mission at Cracked is to completely satisfy her guests’ cravings by using the highest-quality organic ingredientsand cooking methods.

While delivering a Maximum Flavor experience within every bite remains the foundation of our menu, we believe that "flavor is just the result." It all startswith cultivating relationships with local farmers and knowing the source of all our ingredients.The Cracked signature experience aims at creating lasting positive memories by delivering a distinctively-flavorful encounter that keeps our guests coming back for

ADRIANNE BIO

Since 2007, Adrianne Calvo has taken the South Florida food scene by storm, firmly establishing herself as a celebrity chef, author, television personality, and restaurateur. To date, she has produced four cookbooks: Maximum Flavor (2005), Chef Adrianne: Driven by Flavor, Fueled by Fire (2008), #MaximumFlavorSocial (2014), and Play With Fire (2015), with a fifth, The A-List, currently in production. Additionally, her restaurant, the award-winning Chef Adrianne's Vineyard Restaurant and Wine Bar, has dazzled patrons with its delicious rotating menu and its notable "Dark Dining" event, in which guests get to experience a heightened sense of taste by being blindfolded during their meals.

Among the restaurant's other accolades are being named one of the U.S.'s 15 most unique restaurants by Zagat in 2016, being selected as one of the 17 most important restaurants in Miami by Thrillist, being named in the Miami Food Bucket List, also by Thrillist, and winning best chef (2014, 2016, 2018) and best restaurant (2014, 2017) in South Miami-Dade during the Readers' Choice Awards.

Though Chef Adrianne entered the celebrity food world at a very young age, it did not stop her from quickly making a name for herself. She became the youngest person to cook for the United Nations and its ambassadors, while also displaying her expertise for CNN correspondents, competing in Food Network's Chopped and Beat Bobby Flay, and being featured in top food publications like Gourmet, Bon Appetite, and Saveur.

Additionally, Adrianne and her work has drawn the interest of large corporate entities in several different fields, as she currently endorses Reebok and Sprint, to name a few. She maintains a regular position as NBC's cooking expert for their segment "6 in the Mix", in which she displays some of her best dishes while offering her tutelage as to how to create them. Never shying away from giving back, Chef Adrianne has been cooking for families and patients at St. Jude's Hospital as part of her Make It Count foundation since 2007.

If recent success is any indicator as to where Chef Adrianne's career is heading, things are certainly looking up. In 2018, she was once again named Miami's Best Chef by the New Times, and was awarded the Best Bite of the Beach during the South Beach Wine & Food Festival. Her signature Maximum Flavor style has delighted her fans for over a decade now, and will continue to do so in the South Florida community and beyond.

@chefadrianne

Corporate Sponsorship Collaborations

LOGO

LOGOTYPE The wordmark is based on the typeface Gotham in lowercase letters.

We use kerning to adjusting the space between individual characters and equalizing the appearance of whitespace between them.

The isotope is an egg cracked.

Institutional logotype

Wordmark

Isotype

MONOCHROME VERSIONS

INCORRECT USE Do Do Do Do

not not not not

stretch or condense move text BY CHEF ADRIANNE move the isotype to the left increase the signature of the same size as the Cracked brand

COBRANDING

COLOR PALETTE

colors

Scrambled Yellow

Red Bacon

Sweet Orange

Brown Toasted

scrambled yellow

SCRAMBLED YELLOW

#FFCD05 255 / 205 / 5 0 / 20 / 100 / 0

#FEE57F

#FFF5CC

fried red

FRIED RED

#CC3333 204 / 51 / 51 15 / 95 / 90 / 0

#DC7272

#EFBEBD

sweet orange

SWEET ORANGE

#FF9933 255 / 153 / 51 0 / 60 / 100 / 0

#FBC084

#FCE0C2

toasted brown

TOASTED BROWN

#663300 102 / 51 / 0 40 / 75 / 100 / 45

#937159

#C2AEA1

TYPOGRAPHY

PRIMARY TYPEFACE

Gotham AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890

Aa Regular

Aa Aa

Regular Italic

Bol

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SECONDARY TYPEFACE

Josefina Sans AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890

Aa Regular

Aa

Regular Italic

Aa Bol

Aa Bol Italic

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IDENTITY ELEMENTS

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Bacon, Cage Free Egg Over Medium, American Cheese, Cracked Sauce, Croissant, fried Chicken Sandwich

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Bacon, Egg, And Cheese Croissant , Apple-wood Smoked Bacon, Cage Free Egg Over Medium, American Cheese, Cracked Sauce, Zak The Baker Croissant fried Chicken Sandwich Free Range Boneless Fried Chicken Breast, Cracked Sauce, Slaw, Housemade Pickles, Zak The Baker Brioche Bun, Croque Madame Scramble, Cage-free Scrambled Eggs, Honey Baked Ham,, Zak The Baker Croutons, Cracked Mornay Sauce, Steak And Eggs Sandwich, Sliced Filet Mignon, Caramelized Onions, Cracked Sauce, Artisan Chimi, Cage Free Farm Egg, Zak The Baker Brioche Bun, Organic Sweet Potato Fries, Truffle Parmesan Fries, Belgian Liege Waffles, Fresh Strawberries, Organic Vermont Maple, cinnamon Roll, Cream Cheese Icing, Caramelized Bacon Pecan Crunch, Additional Cracked Sauces, Ponzu Aioli, Garlic Cilantro Aioli, Truffle Dijonnaise, Spicy Cracked Sauce, Bacon, Egg, And Cheese Croissant , Apple-wood Smoked Bacon, Cage Free Egg Over Medium, American Cheese, Cracked Sauce, Zak The Baker Croissant fried Chicken Sandwich Free Range Boneless Fried Chicken Breast, Cracked Sauce, Slaw, Housemade Pickles, Zak The Baker Brioche Bun, Croque Madame Scramble, Cage-free Scrambled Eggs, Honey Baked Ham,, Zak The Baker Croutons, Cracked Mornay Sauce, Steak And Eggs Sandwich, Sliced Filet Mignon, Caramelized Onions, Cracked Sauce, Artisan Chimi, Cage Free Farm Egg, Zak The Baker Brioche Bun, Organic Sweet Potato Fries, Truffle Parmesan Fries, Belgian Liege Waffles, Fresh Strawberries, Organic Vermont Maple, cinnamon Roll, Cream Cheese Icing, Caramelized Bacon Pecan Crunch, Additional Cracked Sauces, Ponzu Aioli, Garlic Cilantro Aioli, Truffle Dijonnaise, Spicy Cracked Sauce

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STATIONARY

Letterhead

Business Card Front side

To: Mr. Karl Smith CEO and Founder iHome

Date: December 12, 2018

Dear Mr. Smith

general manager sean@igotcracked.com / IGotCracked.com (786) 829-286

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Maecenas ut arcu velit. Aenean condimentum auctor fringilla. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Etiam ac augue at enim placerat scelerisque. Phasellus interdum orci ac eros varius, vitae congue erat semper. Ut sit amet volutpat mauris. Curabitur finibus, nisl vel sollicitudin aliquet, ipsum orci sollicitudin quam, at volutpat nisl lacus et nisi. Nulla eu turpis dapibus lectus lacinia placerat. Ut et nunc diam. Vivamus at elit sed sem molestie vehicula ac at enim. Suspendisse tempor congue ipsum a pharetra. Proin fringilla eros nec ante commodo ornare.

Back side

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Quisque quis mauris mattis, commodo lectus nec, scelerisque elit. Proin aliquet ullamcorper velit, sed porta ligula lobortis sed.

Pellentesque lectus arcu, dictum ut ultrices sed, ultricies nec dolor.

Kind Regards, Mark McCann

www.IGotCracked.com

11510 SW 147 Avenue Miami, Fl 33196 Phone: 305.408.8386 Fax: 305.408.8388

www.IGotCracked.com

Menu Front side

Back side

www.cracked.com

@crackedbychefadrianne

www.IGotCracked.com

To-go bag

Stickers

Drink coaster

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Juice cup packaging www.IGotCracked.com

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@crackedbychefadrianne

Roll-up banner

Poster

www.IGotCracked.com

www.IGotCracked.com

APPLICATIONS

PRESENT MENU

Present Menu Items

Free Range Fried Chicken Sandwich

Crispy Pork Belly Media Noche

Cracked Sauce, Slaw, Housemade Pickles, Zak the Baker Brioche Bun

Cracked Sauce, Swiss Cheese, Housemade Pickles

Crispy Pork Belly Slides Artisan Chimi, Guava, Queso Blanco

Elote off the Cob Chipotle Mayo, Tajin Aioli, Queso Blanco, Fresh Cilantro

Farm Egg Croissantwich American Cheese, Maple Bacon Cracked Sauce

Roasted Brussel Sprouts

Truffled Pepperoni Pizza

Asian Pear, Truffled Soy Vinaigrette

Cheese Fries, Marinara

Organic Sweet Potato Fries

Truffle Fries

Avocado, Slaw, Crema, Cilantro

Quinoa Bowl

Gorditas Pinto Beans, Avocado, Salsa Verde, Pickled Onion

Free Range Chicken Pozole

Roasted Cauliflower of the Day

Romaine Lettuce, Sweet Potato, Roasted Cauliflower, Cranberries, Carrots, Shaved Cabbage

SoCal Tots Free Range Shredded Chicken, Jalapeno queso, cilantro, salsa Verde, Pico de Gallo, sour cream

THANK YOU

@crackedbychefadrianne Š2018 by Cracked. All rights reserved

13500 N. Kendall Dr. Suite 115 Miami, Florida 33186 Phone: (305) 752-2512 www.gmgadvertising.com