Ess-a-Bagel Brand Book

Brand Style Guide

This is a visual roadmap for a unified and captivating brand identity, offering clear guidelines for representing our aesthetic across all communication channels.

A B tity foraStronger Ess-a-Bagel

2.1 A Refined Brand Direction

In today's ever-changing world, we recognize the significance of staying true to our heritage while embracing innovation and uniqueness. By refreshing our brand identity, we seek to strike a perfect balance between time-honored traditions and the familiar Ess-a-Bagel identity, while infusing it with a fresh dose of creativity and endless possibilities. Our refreshed brand identity ensures that we shine brightly amidst a sea of choices and continue to captivate the hearts of our customers.

Whereelegancem sophisticationme andtraditionme AConvergan

meetscreativity, eetsplayfulness, eetsinnovation. nceofStyles

Primary Logo

A Refined Brand Icon

Our refined brand logo preserves the essence of the beloved traditional Ess-a-Bagel logo and the iconic winking bagel, while elevating it to a cleaner, more professional, and modern design. The winking bagel is here to stay as a symbol of Ess-a-Bagel's identity, but now with a refreshed and polished appearance. We're also introducing a range of new logo variations, including two secondary logos and a logo icon. These additions are designed to provide us with greater adaptability and flexibility in logo usage.

Logo System

Ess-a-Bagel

Ess-a-Bagel

Ess-a-Bagel

Secondary Logo 1 Secondary Logo 2

Ess-a-Bagel

Ess-a-Bagel

Logo Icon

Ess-a-Bagel

Logo Use

*Clear instructions on how to use the logo correctly*

1. Proper logo placement

2. Logo sizing

3. Color usage

5.

4. Minimum clear space requirements

Logo Misuse

*Show examples of incorrect logo usage to avoid* 1. Improper resizing 2. Improper color changes 3. Distortion4. Inappropriate background 5.

Typography System

AaBbCcDdEeFfGgHhIiJjKkLlMmNnO

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz

Usage

ShortText

Headlines

Headings

Bodytext

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

2.3 Typography System

Headlines CanInclude a PopofColor

HeadingsCanAlsoIncludea PopofColor

InHeadlinesandHeadings,The FirstLetterinAllPrincipleWords AreCapitalized

InHeadings,WeCan EmphasizeSome Words

Effects Effects

To enhance the visibility and aesthetic appeal of our headlines and headings, you may apply specific effects to the text.

Use these effects exclusively for headlines and headings.

Shadow Shadow Effect Effect

Offset: 54 | Direction: 64 | Blur: 0 | Transparency: 40

Intensity: 100

Effect Shadow Shadow Effect Effect Shadow Shadow Effect Effect Outline Effect Outline Effect

Thickness: 120

2.4 Color System

Color Palette

SageGreen

SophisticatedGray

CreamWhite

Ess-a-Green

#FFAB7F

Blushing Bagel

Fresh Nova

#FFD687

Golden Crust

#FEC1AB

Light Blushing Bagel

#FFD2A9

#FFE9B8

Light Fresh Nova

Light Golden Crust

Primary Colors

Ourprimarycolor paletteembodiesthe essenceofEss-a-Bagel, capturingtheelegance andtraditionthatdefine ourheritage. These colorsareutilized primarilyasbackground colors,textcolors,andin drawings.

Pantone: HEX:#062B0F

RGB:(6,43,15)

CMYK:(86,0,65,83)

ArtisinalGreen

Pantone:

HEX:#083915

RGB:(8,57,21)

CMYK:(86,0,63,78)

Ess-a-Green

Pantone:

HEX:#A3AB8D

RGB:(163,171,141)

CMYK:(5,0,18,33)

SageGreen

Pantone:

HEX:#E4E3E3

RGB:(228,227,227)

CMYK:(0,0,0,11)

SophisticatedGray

Pantone: HEX:#F6F6F6

RGB:(246,246,246)

CMYK:(0,0,0,4)

CreamWhite

The dark green hue that signifies the deeprooted heritage and mastery in crafting our authentic, artisanal bagels.

This is Ess-a-Bagel's distinctive and classic medium green hue, embodying tradition.

With a subtle and enchanting light pastel tone, reminiscent of aromatic herbs, this color gracefully enhances our brand visuals.

The serene light gray tone, reminiscent of a soft cityscape, embodies the essence of simplicity and refinement that sets us apart, exuding a sense of urban elegance.

This clean and inviting white shade draws inspiration from the texture of cream cheese, adding a touch of elegance and simplicity to our brand.

PopsofColor

Pantone:

HEX:#FEC1AB

RGB:(254,193,171)

CMYK:(0,24,33,0)

LightBlushingBagel

Pantone:

HEX:#FFD2A9

RGB:(255,210,169)

CMYK:(0,18,34,0)

LightFreshNova

Pantone:

HEX:#FFE9B8

RGB:(255,233,184)

CMYK:(0,9,28,0)

LightGoldenCrust

These soft pastel accents add bursts of color to headlines and drawings, infusing our brand visuals with a gentle and inviting charm. Balancing playfulness and sophistication, they captivate audiences with their delightful appeal.

Thelightpastelpink shadethatbringsa sweetandcharming elementtoourbrand.

Pantone:

HEX:#FFA490

RGB:(255,164,144)

CMYK:(0,36,44,0)

BlushingBagel

Aplayfulandvibrantpink shade,reminiscentofa blushingbagel,addsa delightfulpopofcolor.

Alightpastelorangehue thatevokesfeelingsof warmthandjoy,addinga delightfulpopofcolor.

Pantone:

HEX:#FFAB7F

RGB:(255,171,127)

CMYK:(0,33,50,0)

FreshNova

Thelightpastelyellow colorthatembodiesthe sunnyandvibrantnature ofourbrand.

Pantone: HEX:#FFD687

RGB:(255,214,135)

CMYK:(0,16,47,0)

GoldenCrust

Alivelyandenergeticorange hue,inspiredbythevibrantNova foundinourcreations,addsa zestytouchtoourbrand'svisuals.

Awarmeryellowshadethat representsthegoldencrust ofourbagels,symbolizing perfectionandsatisfaction.

ColorCombinations

ProfessionalProduct Photography

Day-to-day ProductPhotos

Our professional product photography showcases high-quality and aesthetically pleasing images that create desire and highlight the irresistible appeal of our products.

High-quality and aesthetically pleasing.

Ensure that the setup includes relevant assets that complement the photographed item. Keep the visuals simplistic, draw attention to the subject, and avoid complexity.

Utilize natural lighting and shadows, capturing photos in daylight.

Opt for light pastel and fun colored backgrounds, including our brand colors to highlight our creativity while maintaining brand recognition.

When capturing product-only photographs, ensure that our products are showcased against creative backgrounds, which may include our brand colors or themed designs. Utilize innovative placements and graphic shadows to create eye-catching and impactful compositions.

Professional ProductPhotography

Our day-to-day product photography highlights the beauty of our offerings with an emphasis on natural lighting, appealing settings, and simplicity.

Strive for aesthetically pleasing and highquality product photography.

Emphasize natural lighting and shadows, capturing photos in daylight.

Maintain simplicity in visuals, avoiding visual complexity.

Draw attention to the subject.

Preserve brand consistency by featuring store backgrounds or branded materials in the background.

Shoot in attractive settings such as parks or other pleasant areas.

Day-to-day ProductPhotos

Our lifestyle and community photos are aimed to establish a deep connection between our products and a lifestyle filled with genuine joy, connectivity, generosity, and positive emotions. Through these in-context images, we aim to forge that association and evoke the desired sentiments within our customers.

Capture moments of joy and happiness experienced by customers. Display positive feelings, good energy, joy, and a sense of connection.

Showcasing the Ess-a-Bagel family – our team, partners, and customers –embodying a strong sense of community, family, and connection.

We prioritize authenticity and include genuine individuals in our photos, telling compelling stories that resonates with our audience.

Lifestyleand CommunityPhotos

This type of photography aims to encapsulate the heart and soul of Ess-aBagel through captivating images taken both inside and outside of our stores, showcasing the bagel-making process, and offering a sneak peek into our cherished heritage with behind-the-scenes moments.

Older photos of Ess-a-Bagel to help showcase our brand heritage and origin.

Exclusive snapshots of our behind-thescenes bagel making process.

Vintage photos showcasing the Ess-aBagel family.

These photos can embrace a darker aesthetic and do not need to be bright or contemporary as they are intended to showcase the traditional and classic Ess-a-Bagel look.

TimelessBagelMaking, andFamilyPhotos

VisualElements VisualElements

Visual elements breathe life into a brand identity, infusing it with creativity, uniqueness, and personality. At Ess-a-Bagel, our visual elements aim to enhance our identity, providing endless design and communication possibilities. These elements allow us to stand out and create an exciting experience for our customers. Over Ess-aBagel's journey, visual elements, especially the use of gold and drawings, have played a vital role in shaping our brand identity, dating back to the creation of our iconic winking bagel logo. As we refresh our brand identity, we are now elevating the use of visual elements, taking Ess-a-Bagel to new heights of creativity and uniqueness.

2.6 Visual Elements

Our Brand Character

Winky Winky

A Hint of Gold

Illustrations, Drawings, and Animations

Patterns and Textures

OurBrand Character

Winky Winky

A Symbol of Ess-a-Bagel

Meet Winky, the winking bagel featured in our logo, a vibrant symbol of our brand's playful and lighthearted essence. With a touch of whimsy and character, it personifies our brand's friendly and approachable nature. Its mischievous wink exudes confidence and pride, assuring customers that they are in for a treat. This adorable bagel character brings our brand to life, exuding a warm, friendly, funny, and playful essence that captivates and charms.

Beyond our logo, Winky shines across all our communications, from digital content and campaign designs to drawings, animations, and merchandise, providing endless playful possibilities. Let's get creative with Winky! Whether dressing it up for the holidays, starring in cute and funny bagel memes, being featured in an Ess-a-Bagel game or cartoon, or coming to life through a costume, our winking bagel adds a touch of magic to our marketing endeavors, making Ess-a-Bagel an unforgettable experience.

AHintofGold

Patterns andPatterns and Textures Textures

To infuse our visual elements with a unique and captivating touch, we have drawn inspiration from the ingredients that make our bagels exceptional. Incorporating subtly integrated patterns and textures inspired by seeds, flour, or dough adds depth and visual interest to backgrounds and accents.

Illustrations andDrawings

Our visual representation includes an array of charming drawings and illustrations that center around Ess-a-Bagel, bagels, storytelling, specific themes, campaigns, seasons, and New York living. These delightful illustrations bring our brand to life, capturing the imagination of our customers and fostering a deeper connection with the Ess-a-Bagel experience.

Animations Animations

AnimatedLogo:Ourbrand'slogocanbeanimatedtoadddynamismand engagementtovariousdigitalplatforms,suchaswebsites,socialmedia,and presentations.

TransitionEffects:Incorporatesubtleanimationeffectsbetweenslidesorsections tocreateseamlesstransitionsandenhancevisualappealinpresentationsand digitalcontent.

MotionGraphics:Utilizemotiongraphicstoconveycomplexinformationor storytellingelementsinavisuallyengagingandaccessiblemanner,suchas explainervideosorproductdemonstrations.

HoverEffects:Implementinteractivehovereffectsonbuttons,links,orimagesto createengaginguserinteractionsandhighlightinteractiveelementsondigital interfaces.

ScrollEffects:Applyparallaxscrollingorotherscroll-basedanimationstoadd depthandvisualinteresttowebpages,enhancingtheoveralluserexperience.

AnimatedSocialMediaAssets:Developanimatedgraphicsorvideosforsocial mediapostsandadvertisementstocaptureattention,conveymessageseffectively, andincreaseengagement.

EmailAnimations:Incorporateanimatedelementsintoemailmarketing campaignstograbrecipients'attentionandencourageinteraction,drivinghigher click-throughratesandconversions.

BrandCharacterAnimation:Addaplayfulandmemorableelementtomarketing materialsandcommunicationsbyutilizingourbrandmascotinanimations.