YADÉ
BRAND BOOK
YADÉ
Your Skin, Your Beauty
TABLE OF CONTENTS
Defining Branding
10
Business
8
The Market
34
Brand definition Brand process Brand Benefits
Brand Strategy Brand Personality Map of Customer Experience
Competitors User Profile Lifestyle Brand Awareness Brand Engagement
Style guide Logo Signature Logo Geometry Patterns
Touch Points Photographs
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THE BUSINESS
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YADÉ | BRAND BOOK
WHAT IS BRANDING?
IT’S ABOUT BUILDING RELATIONSHIPS As competition creates infinite choices, companies look for ways to connect emotionally with customers, become irreplaceable, and create lifelong relationships. People fall in love, trust, and believe in the superiority of their brands. So branding is about seizing every opportunity to express why people should choose one brand over another. Branding is a desire to lead, outpace the competition, and give employees the best tools to connect with customers.
CONNECTION
RELATIONSHIP
TRUST
Sourced from: Wheeler, Alina. Designing Brand Identity: A Complete Guide to Creating, Building and Maintaining Strong Brands. Hoboken, N.J: John Wiley, 2006. Print.
WHAT IS BRANDING?
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WHAT IS BRAND IDENTITY?
IT’S ABOUT RECOGNITION Based on the book, Designing Brand Identity, by Alina Wheeler, brand identity is tangible and appeals to the senses. You can see it, touch it, hold it, hear it, and watch it move. Brand identity fuels recognition, amplifies differentiation, and makes big ideas and meaning accessible. A strong brand identity stands out in a densely crowded marketplace. Brand identity takes disparate elements and unifies them into whole systems, so branding is a disciplined process used to build awareness and extend customer loyalty. It requires a mandate from the top and readiness to invest in the future. Brand identity drives motivation and communicates company values. It communicates the process of how exemplifying those values. The product, service, and brand identity are a self-portrait of who a business is and their primary goals.
RECOGNITION
DIFFERENTIATION
Sourced from: Wheeler, Alina. Designing Brand Identity: A Complete Guide to Creating, Building and Maintaining Strong Brands. Hoboken, N.J: John Wiley, 2006. Print.
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ACCESSIBLE
WHAT IS BRANDING?
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WHY INVEST IN BRANDING?
IT TAKES YOUR BUSINESS TO THE NEXT LEVEL Build Your Reputation
Build Your Relationships
Build Your Business
The goal of all public companies is to increase shareholder value. A brand, or a company’s reputation, is considered to be one of the most valuable company assets. Compelling brand identity presents any company, any size, anywhere with an immediately recognizable, distinctive professional image that positions it for success. An identity helps manage the perception of a company and differentiates it from its competitors. A smart system conveys respect for the customer and makes it easy to understand features and benefits.
Strong branding builds strong brand relationships. A well respected and well recognized brand will always have loyal customers who evangelize the brand through word-of-mouth marketing. How a brand is perceived affects its success, regardless of whether it’s a start-up, a nonprofit, or a product.
Investing in branding makes it easy for the sales force to sell. By making intelligence visible, effective identity seeks to communicate a company’s unique value proposition. If the customer can recognize the value proposition of a brand before calling or reaching the website, less marketing dollars are needed to convince them to buy the product.
REPUTATION
RELATIONSHIP
PROFIT
Sourced from: Wheeler, Alina. Designing Brand Identity: A Complete Guide to Creating, Building and Maintaining Strong Brands. Hoboken, N.J: John Wiley, 2006. Print.
WHAT IS BRANDING?
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WHAT ARE A BRAND’S COMPONENTS?
BUSINESS, MARKET INFORMATION, AND BRAND STYLE GUIDES Identifying a brand’s motivation requires knowing its guiding values and company mission. This motivation fuels brand attributes, strategy, and differentiating factors. Target audience, target market, and key competitors also play a crucial role in identifying a brand. Style guides are necessary to branding after its idenitity is understood; they are listed below. » Logo and color meaning » Various signatures » Logo geometry, limits of scale, and clear space » Logo and signature misuses » Typography » Color palette (with codes) and color meaning » Color usage of logo and primary signature » Pattern and texture palette » Business system guidelines
Sourced from: Wheeler, Alina. Designing Brand Identity: A Complete Guide to Creating, Building and Maintaining Strong Brands. Hoboken, N.J: John Wiley, 2006. Print.
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YADÉ | BRAND BOOK
Brand
WHAT IS BRANDING?
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CORE BUSINESS ELEMENTS
LOCATIONS
BYLINE
Retail Stores
Natural Skin Care
Westfield Galleria 1151 Galleria Blvd, Roseville, CA 95678 Arden Fair 1695 Arden Way, Sacramento, CA 95815
Corporate office Downtown Sacramento 555 Capitol Mall, Sacramento, CA 95815
Global Facility We source our ingredients from many continents, including the America’s. Our ingredients are reviewed for quality at our global facility in Yadé, Africa.
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YADÉ | BRAND BOOK
One of our fundamental goals is to improve skin health by using natural ingredients because preservatives, artificial ingredients, and chemicals are hurtful to many skin types.
TAGLINE Your skin, your beauty
CUSTOMER EXPERIENCE
OUR MISSION
The mission starts with you, the person, and seeks out your inner beauty as well as outer. It invests in your entire well-being by making personal, all-natural solutions that work. We thrive on the fact that beauty is not aspirational but natural, and can discovered through valued service and products.
WHAT IS BRANDING?
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HISTORY AND FOUNDERS
THE BACKGROUND We first met on a business trip to West Africa. Our management team had sent us to a particular region that showed sparks of rising in the working class and overall economy. They wanted us think of a business that would thrive from the local people and their environment. After a few days of brainstorming, our team went outside the global Africa headquarters and appreciated the abundance of local plant species. Quick research showed that many of these local plants are beneficial for the skin.
TEAM DETAILS Alak’s previous experience comes from working at several boutique skin care businesses. Yuna is from South Korea and she has experience designing previous skin care packages for brands in her home country. Donovon and Eric are both private skin care consultants who have advise the health industry. We are all graduates in graphic design from Sacramento State University.
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THE FOUNDERS
Yuna Alak Donovon Eric DISCOVER THE BUSINESS
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BRAND DIVISION
SKIN CARE LINE
COSMETICS LINE
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SOAP LINE
MISCELLANEOUS
DISCOVER THE BUSINESS
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BRAND STRATEGY
BRAND AWARENESS
BRAND LOYALTY
We create brand awareness through buzz and word of mouth marketing. We advertise where our primary audience is, which is the health and beauty industry, within places like InStyle magazine.
According to our survey, most responses came from women who are 40+ in age; we see this is an opportunity to engage a younger audience about why starting skin care maintenance early is crucial to healthy skin at an older age. We fulfill this task through social media and blog posts, featuring testimonials from an older audience ecnouraging young women to care for their skin. Since we have a loyal young audience, we can guarantee to have a strong customer base for years to come.
BRAND ENGAGEMENTS We engage our audience through various product samples and skin care tests to confirm which products are best for their skin. We have reward programs for loyal customers and exclusive events featuring top celebrities and their skin care routines.
BRAND SATISFACTION We listen to our customers and make sure the products we offer are working for them. Our skin care employees are able to consult and discuss privately about any skin conditions and anything that may be affecting their skin health.
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YADÉ | BRAND BOOK
BRAND DIFFERENTIATION Our primary difference from competitors is our personal approach to skin care. Our service and products are healing for the heart and soul, also including the skin. We make sure our products will work for you through product sampling and one-on-one advising. We also support the least developed countries by sourcing organic ingredients from their regions.
DISCOVER THE BUSINESS
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BRAND PERSONALITY
OUR VALUES Our brand personality is expressed visually through type, color, graphics, and imagery. Our brand personality is centered around our brand’s values. The values are as listed below. » We value the health of people and nature. » We value authenticity in our service and products. » We value reliable business and ingredient sourcing. » We value passionate, contagious enthusiasm. » We value personal products that work for you.
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HEALTHY
DISCOVER THE BUSINESS
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AUTHENTIC
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PERSONAL
DISCOVER THE BUSINESS
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RELIABLE
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ENTHUSIASTIC
DISCOVER THE BUSINESS
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BRAND STRATEGY
FROM AWARENESS TO FOLLOW-UP The first stage of a customers’ experience is awareness of our products through a blog, a magazine (like Women’s Health), or hearing from a friend. They discover our products in a retail locations and decide to purchase skin care, cosmetics, soaps, or a miscellaneous item. Afterwards, the customer has time to bond with the product. Upon satisfaction, they influence family and friends. Our skin care consultants follow-up with them to ask if they can help in any other way.
DISCOVERY
AWARENESS
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PURCHASE
INFLUENCE
BOND
FOLLOW-UP
BRAND STRATEGY
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THE MARKET
COMPETITORS
DESCRIPTIONS ORIGINS ORIGINS Origins treat the health of their customers and the planet as their number one priority. They seek to accomplish this by uses only the best ingredients and refining their manufacturing process to be more eco- friendly.
SKINFOOD The first cosmetic brand to focus on food, SkinFood looks towards food as ingredients in it products in order to promote a healthier lifestyle for its customers.
SKIN FOOD
LUSH A leader in the cosmetics industry, Lush has made great strides to become more environmentally responsible as the market has made that shift. With the wide use of recycled materials in its packaging and natural ingredients, Lush has established itself as environmentally conscious.
LUSH
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Price
Brand Strategy
Ingredient
$ 20 - $ 40
well-being-yours & the planet’s
charcoal Palmelto & Mint Mega-Mushroom
1 . High performance beauty 2. Powered by nature, science 3. Not testing on animals
$ 07 - $ 25
1. Healthy skin starts with food. 2. Miracle food 10 : SKINFOOD’s PHYTO MIRACLETM process
Black Sugar / Royal Honey Lettuce & Cucumber Egg white / Avocado
$ 40 - $ 80
1. Able to retain its foothold solidly in the consumer market. 2. Post-consumer plastic 3. Not testing on animals
Aloe Vera Extract Cold Pressed Organic Avocado Oil
THE MARKET
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USER PROFILE
23% of respondents were 26-35 years old
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91% of respondents were female
THE MARKET
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LIFE STYLE
Arden fair mall was the most requested location at 18%
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78% of responses say that they purchase skin moisturizers and cleansing products
THE MARKET
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BRAND AWARENESS
34.9% of replies say that its very important that their skin care products have all natural ingredients
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YADÉ | BRAND BOOK
34.9% of replies think about the brand Aveeno when they think “all natural”
THE MARKET
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STYLE GUIDE
TYPOGRAPHY
Proxima Soft regular ABCDEFGHIKLMNOPQRSTVXYZ abcdefghiklmnopqrstvxyz 123456789!@#$%^&*()_ bold ABCDEFGHIKLMNOPQRSTVXYZ abcdefghiklmnopqrstvxyz 123456789!@#$%^&*()_
Proxima Nova regular ABCDEFGHIKLMNOPQRSTVXYZ abcdefghiklmnopqrstvxyz 123456789!@#$%^&*()_ bold ABCDEFGHIKLMNOPQRSTVXYZ abcdefghiklmnopqrstvxyz 123456789!@#$%^&*()_
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TYPE SYSTEM Proxima Nova Proxima Nova was chosen for its legibility and clarity. It emphasizes the focused and clear commitment that YADÉ has towards customers. Proxima Nova should be used for all headers, sub-headers, and packaging labels.
Proxima Soft Proxima Soft was chosen for comfortable appearance and gentle rounded edges. These rounded edges of the type reflect the tender nature of our products on the skin. Proxima Soft should be used for all body copy for print and web publishing.
Headers
Sub-Headers
Body Copy
Header Use
Sub-Header Use
Header Use
» Proxima Nova
» Proxima Soft
» Proxima Nova
» 18pt type size
» 12pt type size
» 10pt type size
» Bold text weight
» “Bold” text weight
» “Regular” text weight
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CMYK: 85-58-0-0 RGB: 45-108-181 Pantone: P 104-7 U
CMYK: 0-28-19-3 RGB: 241-188-181 Pantone: P 57-10 U
CMYK: 22-15-0-0 RGB: 194-203-232 Pantone: P 110-9 U
CMYK: 42-0-44-26 RGB: 117-164-132 Pantone: P 144-10 U
CMYK: 11-0-11-7 RGB: 210-225-214 Pantone: P 143-9 U
CMYK: 0-7-5-1 RGB: 250-234-230 Pantone: P 71-9 U
PRIMARY COLOR’S MEANING
MOISTURE BLUE
SKIN PINK
Moisture Blue stands as a hallmark of the nourishing look and effect of water. Water is a necessity for all people, and since staying hydrated is one of the most important factors for overall health, Moisture is the fitting reflection of hydration.
Skin Pink highlights YADÉ’S focus and dedication to the well being and health of the skin. Being balanced between bright red and a moderate purple, Skin Pink idealises healthy and balanced skin.
HEALTHY GREEN Healthy Green stands as a visual statement of YADÉ’s dedication to the use of organic ingredient across our product range. Embodying the concepts of natural growth and caring concern, Healthy Green is not just a tie to nature but of our values as well.
STYLE GUIDE
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STATIONERY SYSTEM
Yadé
Your skin, you’re beauty
6002 J street yadestudio.california
1.25 in WINDOW
3.75 in.
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YADÉ | BRAND BOOK
Design Studio Sacramento.california
Ya dé
1.25 in 2.5 in
Yadé
3.5 in 1.5 in
0.50 in 1.25 in
Your skin, you’re beauty
Dear Myoung
0.5 in
Ya dé
1.00 in
Your skin, you’re beauty
1.25 in
0.5 in
Yadé 1.5 in
3.75 in
Your skin, you’re beauty
1.00 in
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3.5 in
3.5 in
0.8 in 1.5 in
0.8 in Best Reguards, The YADÉ Team
0.5 in
YOUR SKIN, YOU’RE BEAUTY 0.5 in
STYLE GUIDE
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LOGO MEANING
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YADÉ | BRAND BOOK
The logomark
The Leaves and Stems
The Bottle
The leaves and stems, through the wrapping of the bottle, portrays the human body being clothed by nature.
From top to bottom, the downsizing stems and leaves inhibit calming emotions.
The beauty of the human spirit derives from a diverse range of personal experiences.
Starting from the bottom, the organic forms enlarge with each shape, creating a positive and growing enthusiasm, like waking up to a new day.
The neck of shoulders of the bottle stand curved, graceful, yet stand as representation of our commitment for health.
COLOR USAGE OF LOGO
STYLE GUIDE
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SIGNATURES
These are example signatures in use by YADÉ. The colors are interchangeable.
YADÉ YADÉ your skin, your beauty
YADÉ natural skin care
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YADÉ | BRAND BOOK
YADÉ your skin, your beauty
YADÉ natural skin care
YADÉ Your skin, your beauty
LOGO CLEAR SPACE
Y É YADÉ
Your skin, yy Y your beauty y
Y YADÉ Your skin, your beauty Y
When placing the logo, make sure that the space around it is at least an “x” in proper height and width. No illustrations or other graphic elements may be placed with the logos’ breathing space. This rule also applies to the logomark.
STYLE GUIDE
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LOGO GEOMETRY
The height of the neck of the bottle is the base measurement for all other proportions in the logo and logo mark.
=
3x
1x 1x
4x
.75x 1.25x .75x
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YADÉ | BRAND BOOK
MISUSE OF LOGO
Presented here are examples of alterations to the YADÉ’s logo that are not permitted. YADÉ’s logo is not to be rotated, stretched, have it proportions changed. The logotype should not be moved or altered on any way from its original position and scale in relation with the bottle
STYLE GUIDE
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LOGO USE WITH PHOTOGRAPHY
YADÉ’s logo, when used with photography, should either be placed in the center of the photo or in the lower left hand corner or the upper right hand corner.
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STYLE GUIDE
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PATTERNS
TOUCH POINTS
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FOR QUESTIONS OR INQUIRIES ABOUT THE BRAND BOOK, PLEASE CONTACT DESIGNTEAM@YADÉ.COM © 2019 YADÉ. ALL RIGHTS RESERVED