Crack'd brand guidelines

BRAND GUIDELINES

Company Colours 11-14 Imagery 15-16 Logo Usage 17-18 Brand in Application

WHAT’S INSIDE? 2 Our Story 3-4 Target Consumers 5-6 Our Voice 7-8 Typography 10

WHO ARE WE ?

Established in 2022, Crack’d was a response to the societal changes brought on by the Covid Pandemic. Nestled in the fashion district in Toronto, Crack’d serves upscale brunch foods. The atmosphere is FUNKY, and our customers are too.

The owners intentionally set out to create a restaurant where individuals fe comfortable to show up as their unique selves, socalize and stay awhile.

The name Crack’d came from the idea of an eggshell breaking. The restaurant industry is in a period of rebirth, although it cracked it was never broken.

TARGET CONSUMERS

Due to the location, the primary demographic we tailor to during the work week is young to middle aged working adults. On the weekends Crack’d hosts a variety of indivudals, from infants to eldery.

Although our clientbase is vastly unique they all share two things: a desire to socalize and a passion for good food.

Due to the upscale menu and slower paced dining envrionment customers are often more established in their careers and comfortable with the costs associated with luxury.

“Crack’d is an inclusive, come-one-come-all establishment.”

B R U N C H bold rustic upscale nutritious community oriented hip

FINDING OUR VOICE

At Crack’d we strive to ensure that everybody feels welcome . Whether it’s your first visit or you’re a frequent regular you can expect a warm greeting upon arrival. Although we take our food seriously, our tone with guests is to be lighthearted. Crack’d prides itself on being an environment where guests can pause and interact with their companions and food on a more person level. In this day and age of fast food and take out, Crack’d encourages slow dining, which is why you will never find a clock displayed in the dining area. Although our meals are upscale, casual vocabulary is encouraged among the staff, this allows guests to feel more connected and talkative.

Megascope Variable

Sans Source Variable (light)

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ABCDEFGHIJKLMNOPQRSTUVWXYZ

123456789 !?#%&$

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ABCDEFGHIJKLMNOPQRSTUVWXYZ

123456789 !?#%&$

TYPOGRAPHY

Two typefaces have been chosen to associate with Crack’d as a brand.

The logo is hand wrendered and does not have a typeface identical to it.

Megascope Variable (capital letters only) is to be used for headers and (bold) for numbers.

This font is funky and unique, a perfect complement to Crack’d.

Sans Sorce Variable (light) is to be used for body type.

This font is legible and clear in a variety of sizes

making it an ideal secondary font to pair with Megascope Variable.

PMS 103C

RGB 186, 164, 102

CMYK 0, 12, 45, 27

#baa466

COMPANY COLOURS

IMAGERY

Photography for Crack’d should focus on food and drinks.

Photographing staff and consenting guests in the background is acceptable, however this must not be the main element. Being mindful of the company’s warm colour palette will increase continuity in photography.

Include photography of textured, natural elements.

Avoid photographs of fried eggs as this feels redundant with the logo.

Avoid bright and cool colours, especially neons.