Rind Candle Co. Brand Guidelines

Rind Candle Co.

Brand Guidelines

Rind Candle co.

Contents

2

Target Audience

3

Logo

4

Typeface

8

Colours

10

Illustrations

12

Photography

16

Rind Candle co.

The target audience is predominantly women, 16-25, middle to upper middle class (meaning they have disposable income). They are looking for items to decorate their room/apartment. Their desires are shaped by the seasonal trends. They live in Canada and the United States. They learn about new products on social media, mainly Instagram and Facebook.

Target Audience

3

Logo

Rind Candle co.

Primary Logo The primary logo uses the dark brown from Rind’s colour palette with a transparent background.

Primary Colour Logo The primary colour version of the logo uses Rind’s colour palette.

5

Rind Candle co.

Logo White

Logo Black

6

Rind Candle co.

Logo Colour Variation Examples The primary version of the logo can be modified to suit the design in which it is used by filling in the background with a solid colour, as well as the enclosed spaces within letters.

7

Typeface

Rind Candle co.

Avenir Bold

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 Avenir Book

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 9

Colours

Rind Candle co.

Colours Hex #471907 CMYK 44, 80, 84, 66

The brands main colours used in the primary colour version of the logo, for type, and backgrounds. The colour palette is neutral compared to the bright colours used in the illustrations.

Hex #fcbc2c CMYK 1, 28, 93, 0

Hex #ffdf94 CMYK 0, 11, 49, 0

Hex #fff3d5 CMYK 0, 3, 18, 0

11

Illustrations

Rind Candle co.

Illustration Style 1 The illustrations are key to the aesthetic of the brand. It is cutesy and lighthearted.

Illustration style 1 has flat shading, saturated colours, with soft gradients in the background.

13

Rind Candle co.

Illustration style 2 This style of illustration incorporates more textures to contrast with the flat shading of illustration style 1

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Rind Candle co.

Sample Colour Palette for Illustrations

Sample Textures for Illustrations

15

Photography

Rind Candle co.

Photography The product labels and advertising visuals are illustration based, so the product photography is to be simple so the illustrations can be easily drawn overtop.

Photo by <a href=”https://unsplash.com/@candlesbyluma?utm_source=unsplash&utm_medium=referral&utm_content=creditCopyText”>Luma Candles</a> on <a href=”https:// unsplash.com/s/photos/candles-simple?utm_source=unsplash&utm_medium=referral&utm_content=creditCopyText”>Unsplash</a> Photo by <a href=”https://unsplash.com/@stephanieharvey?utm_source=unsplash&utm_medium=referral&utm_content=creditCopyText”>Stephanie Harvey</a> on <a href=”https://unsplash.com/s/photos/candles-simple?utm_ source=unsplash&utm_medium=referral&utm_content=creditCopyText”>Unsplash</a> Photo by <a href=”https://unsplash.com/@imattsmart?utm_ source=unsplash&utm_medium=referral&utm_content=creditCopyText”>iMattSmart</a> on <a href=”https://unsplash. com/s/photos/candles-simple?utm_source=unsplash&utm_medium=referral&utm_content=creditCopyText”>Unsplash</a>

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Rind Candle Co. Brand Book