Mrs Bridges Brand Guide

INTRODUCTION

Launched in 1967 and renewed for 2022, Mrs. Bridges is a purveyor of fine preserves, curds, chutneys, relishes, salsas and mustards.

Mrs. Bridges begins by sourcing the very best produce – from Scottish raspberries, strawberries and blackcurrants to citrus from Seville. Dedication to using natural flavourings and carefully considered additions such as liqueurs and spices ensures consistent quality of flavour in every jar.

From the classic Scottish Strawberry Preserve that pairs perfectly with clotted cream and scones, to more exotic flavours such as Mango Chutney with Ginger and Lime that e ortlessly elevates a home-cooked curry, Mrs. Bridges products are a wonderful accompaniment to any occasion.

Brand STORY

BRAND STORY

Inspired BY HISTORY

Mrs Bridges is a purveyor of fine preserves, curds, marmalades, chutneys, relishes, salsas and mustards. Many are combined into gift sets, making these superior-tasting products an everyday delight to share.

The range is inspired by a famous cook - Kate Bridges - who worked for a distinguished London family at the turn of the 20th century.

Mrs Bridges products are notable for their high-quality ingredients, which are traditionally prepared in small batches, using open copper-bottomed pans.

Committed TO QUALITY

Mrs Bridges begins by sourcing the very best produce - from Scottish raspberries, strawberries and blackcurrants, to citrus fruit from Seville. Dedication to using natural flavourings and carefully considered additions such as liqueurs and spices ensures consistent quality of flavour in every jar.

Traditional preparation methods preserve the true taste of each ingredient, whether in isolation - such as fruit curd - or combined with a complementary flavour - including such tantalising combinations as Sundried Tomato with Balsamic Chutney or Blackcurrant Preserve with Sloe Gin.

FOR Every TASTE

With over 150 products created exclusively for the independent retail sector, Mrs Bridges is a name that has become synonymous with quality, luxury and indulgence.

From the classic Scottish Strawberry Preserve that pairs perfectly with clotted cream and scones, to more exotic flavours such as Mango Chutney with Ginger and Lime that effortlessly elevates a home-cooked curry, Mrs Bridges products are a wonderful accompaniment to any occasion.

BRAND STORY - ABOUT KATE BRIDGES

Mrs Bridges or Kate to a very select few, began her life ‘in service’ as an under cook to ‘respectable’ families in the countryside of Victorian England. From those early days she began collecting recipes or receipts as they were then called, and her repertoire spanned from simple country cooking to dishes in the fine French fashion.

Kate Bridges earned the honorary title of ‘Mrs’ Bridges when she became Cook to one of the leading Edwardian families, and London socialites, Lady and Richard Bellamy.

Mrs Bridges collected her receipts for dishes which would grace real banquets as well as 'below the stairs' suppers. She was inspired by the works of Mrs Beeton, and encouraged by her employer Lady Marjorie, Mrs Bridges drew her receipts into a book called Practical Household Cookery which was published in 1905.

Mrs Bridges was immortalised in the long running 1970's series Upstairs Downstairs where, along with the Butler Mr Hudson, she reigned 'downstairs' producing many things including jams, marmalades and condiments.

Brand Identity & USAGE

BRAND IDENTITY - PRIMARY

The Mrs Bridges Primary Logo should always where possible be in Mrs Bridges Copper - either as a flat colour, printed metallic or foil.

BRAND IDENTITY USAGE (PRIMARY)

The Mrs Bridges logo should always be positioned with an area of clear space around it when placed near other text or brands. The logo can overlay patterns and photos, within this ‘clear’area, however no text should ever sit within the clear area.

When used on printed materials the Mrs Bridges logo should ideally be always positioned at no less than 30mm wide. For digital use, 120pixel width minimun is required.

BRAND IDENTITY - SECONDARY

The Mrs Bridges primary logo should always be used where possible, however where space or design does not allow for this, the secondary logo can be used. This has no lozenge surround.

An example of this usage is on labels, where available space is minimal.

The Mrs Bridges logo should always be positioned with an area of clear space around it when placed near other text or brands. The logo can overlay patterns and photos, within this ‘clear’area, however no text should ever sit within the clear area.

When used on printed materials the Mrs Bridges secondary logo should ideally be always positioned at no less than 25mm wide. For digital use, 90pixel width minimun is required.

BRAND IDENTITY USAGE - COLOUR

Where it is not posssible to feature the logo in Mrs Bridges Copper, it may be set in Mrs Bridges Ivory, black or white.

The logo should always feature in copper where it is possible, and when print allows for this. There are some instances however, such as overlaying photographywhere a busy or colourful background suits a white or black logo much better, and helps it stand out.

See across for some examples.

BRAND IDENTITY USAGE - LAYOUT

The Mrs Bridges primary or secondary logo should always appear in one brand colour as per the guidelines. The devices should not be altered or adjusted in any way.

See right for some do’s and don’ts of the primary logo usage.

Typography & GRAPHIC ELEMENTS

Paradigm Regular

Primary Font

Paradigm is Mrs Bridges primary brand font.

It is largely traditional, and elegant, with the curvature adding softness and warmth.

Paradigm features on all instances of product packaging. It is also used across all nature of sale and marketing materials, in a combination of regular and italic, and in all weights.

Paradigm is to be used in a combination with Brandon Grotesque. Paradigm can be used extensivly as body copy as well as in titles and headings.

Paradigm Regular

Paradigm Italics

Paradigm Bold Italic

Paradigm Regular Italic

TYPOGRAPHY

Secondary Font

Brandon Grotesque is Mrs Bridges secondary brand font.

It is strong and clear in all weights and in both upper and lower cases. It resembles Paradigm with the rounded edges adding further softness and warmth.

Brandon Grotesque features across all nature of sales and marketing materials, in a combination of upper and lowercases, and in all weights. It also can be used with large tracking, useful particularly in titles/headings.

Brandon Grotesque in uppercase is particularly useful for titles and headings, where it adds a lovely contrast when combined with Paradigm in italic. It is also very useful for body copy, to add visual interest or di erence from Paradigm.

Brandon Grotesque Tracking 0-300

Brandon Grotesque Black

Brandon Grotesque Bold

Brandon Grotesque Medium

Brandon Grotesque Regular

Brandon Grotesque Light

Brandon Grotesque Tracking 0-300

BRANDON GROTESQUE BLACK

BRANDON GROTESQUE BOLD

BRANDON GROTESQUE MEDIUM

BRANDON GROTESQUE REGULAR

BRANDON GROTESQUE LIGHT

TYPE USAGE

Where possible, a combination of Paradigm and Brandon Grotesque should be used, and in contrasts of weights and upper/lower cases. Mrs Bridges URL should always be in Paradigm Bold for legibility and easy recognition.

STRAPLINE

The strapline should usually feature in a lockup with the Mrs Bridges logo text and lozenge border.

At the logo minimum sizes, the strapline is very small, and for this reason the logo should be sized as largely as possible and is suitable for a specific space, to ensure optimal legibility of the strapline.

In some instances where the strapline must feature on it’s own, it can be set in Paradigm, accompanied by the brand copper line, see bottom right for examples. Where possible this should feature in Mrs Bridges Copper colour.

Preserving Tradition

Preserving Tradition

GRAPHIC ELEMENTS

Mrs Bridges Jars Pattern features across gift packaging, and other materials. It is usually set up either in full ‘All year round colours (see secondary palette), or in Mrs Bridges Grey.

The jar size and number of jars varies - depending on what suits a specific product/location - for example on packaging the jar height is usually around 14mm, on a table cloth it is much larger.

The jars colours and contents can vary - such as for seasonal or special/limited ranges.

A fine Mrs Bridges copper line is also useful, it is used on all jar labels, and helps on other materials to emphasize headings or separate sections of information.

PRIMARY PALETTE

Brand colour proportions are indicated here, with Mrs Bridges Ivory being the dominant and most prominent colour.

Mrs Bridges Copper is to be used in very prominent ways, however this should be sparingly and in small areas at all times. It’s particularly useful to emphasize titles or headings, and is used mostly in lines and logo elements.

Mrs Bridges Jars are instantly recognisable from the copper ribbon.

Black and Mrs Bridges Grey are both used in a neutral repect throughout all materials. They are largely used for text across all materials, grey can be used on the Mrs Bridges jar pattern.

Pantone colours are to be used on all print materials where possible. In some instances Mrs Bridges Copper can be produced in foil to add a more premium finish.

CMYK breakdowns should be followed for all digital print to ensure colour consistency across all materials.

Mrs Bridges Ivory

PANTONE© 9184C

CMYK

C0 M3 Y14 K6

RGB

R244 G237 B219

# F4EDDB

Mrs Bridges Copper

PANTONE© 8901C

CMYK

C0 M81 Y75 K18

RGB

R201 G68 B52

# C94434

Mrs Bridges Grey

PANTONE© 429C

CMYK

C40 M27 Y27 K6

RGB

R162 G169 B173

# A2A9AD

Mrs BlackBridges

PANTONE© K

CMYK

C0 M0 Y0 K100

RGB

R29 G29 B27

# 1D1D1B

SECONDARY PALETTE

The secondary palette is used across packaging to help with product di erentiation. See below for categories and correlating colours. These colours are used for Mrs Bridges ‘All Year Round’ ranges. Other seasonal/limited/special ranges may di er.

Shale Green - Dark /Light

CHUTNEYS & RELISHES

CMYK

C73 M20 Y73 K4

RGB

R74 G148 B98

# 4A9462

CMYK

C33 M0 Y17 K0

RGB

R183 G223 B220

# B8DEDC

Palace Blue - Dark /Light

GIFTING & CELEBRATION

CMYK

C85 M64 Y0 K0

RGB

R56 G92 B173

# 385CAD

CMYK

C50 M14 Y0 K0

RGB

R136 G189 B231

# 88BDE7

Langoustino - Dark /Light

MARMALADES / BREAKFAST

CMYK

C18 M82 Y89 K7

RGB

R193 G71 B41

# C14729

CMYK

C5 M38 Y18 K0

RGB

R236 G179 B186

# ECB3BA

Dusky Orchid - Dark /Light

PRESERVES & CURDS

CMYK

C40 M59 Y19 K3

RGB

R165 G118 B154

# A5769A

CMYK

C27 M33 Y0 K0

RGB

R197 G180 B226

# C5B4E2

PANTONE © 4064C

PANTONE © 2141C

PANTONE © 7455C

PANTONE © 7598C

PANTONE © 7730C PANTONE © 9501C

PANTONE © 7654C

PANTONE © 2635C

BRAND ESSENCE

BRAND ATTRIBUTES

• Provenance

• Premium Gifting

• People ‘like the idea’ Mrs Bridges is real

BRAND PERSONALITY

• Loyal

• Classic

• Trustworthy

• Britishness

• Nostalgic

• Authentic

PHYSICAL BENEFITS

• Product Quality

• Scottish Fruit - where appropriate

• Wide Range / Wide Price Points

• Consistently Good

BRAND ESSENCE

CLASSIC BRITISH

• AUTHENTIC PRESTIGE PURCHASE

EMOTIONAL BENEFITS

• Aspirational ‘Jam Maker’

• Price Point Choices

• Perceived Value

• Di erent but Safe (overseas)

• ‘Look what I’ve found’ (overseas)

EXECUTIONAL EQUITIES

- BRAND ASSETS

• Mrs Bridges Brand Name

• Jar Shape

• Mop Cap

• Clear/See Products

• Brand Colours - Copper/Cream

WHAT DOES IT SAY ABOUT THE BUYER

• Aspirational

• People that enjoy food

• Value / Quality

• Wide range at wide price points - choice

• Better than I’ve got at home

• It’s about giving

Our PRODUCTS

OUR PRODUCTS - CATEGORIES

All Mrs Bridges products fall under one of 3 main categories:

Jars, Juco or Mini Gift Collection. See below for details including the correlating colours of products within those categories.

OUR PRODUCTS - CATEGORIES

MARMALADES

Based in the Dundee area, the home of marmalade, we are proud to be the custodians of a world-renowned icon. The secret to Mrs Bridges award winning marmalades is that we source all our bitter oranges from Seville, Spain. Mrs Bridges dedication to making marmalades the traditional way ensures a homemade taste.

CURDS

Mrs Bridges curds are perfectly smooth, deliciously creamy and are wonderful spread over toast or a great addition to home baking as a filling for cakes or tartlets.

PRESERVES

At the heart of our taste are the soft fruits from the east coast of Scotland which we use in every jar of our strawberry, raspberry and blackcurrant jam. The Scottish temperate climate allows crops to be grown for longer, resulting in a deeper flavour.

CHUTNEYS, RELISHES & SALSAS

Mrs Bridges relishes and salsas are traditionally made in small batches and each recipe is uniquely developed to create the perfect accompaniment to a variety of savoury dishes.

CONDIMENTS

The Mrs Bridges range of condiments can be added to the preparation of food or after cooking to impart flavour or complement your dish.

GIFTING

Perfecting the art of giving with a thoughtfully selected range of luxury juco bags and hampers, as well as carefully packaged gift boxes, Mrs. Bridges gifts are appreciated by all ages and are certain to please.

OUR PRODUCTS - JARS

Examples of

Mrs Bridges 340g Jars: Range includes Marmalades, Curds, Preserves and Chutneys

Examples of

Mrs Bridges 180g - 250gm Jars: Range includes Chutneys, Sauces, Jellies, Mayonnaises, Mustards, Relishes and Salsas.

OUR PRODUCTS - JARS

Examples of Mrs Bridges individual 113g Jars: Marmalades, Preserves, Mustards, Chutneys and Jellies.

(When 113g jars are included within a gift set, they always have a mop cap)

Examples of Mrs Bridges 42g Jars: Marmalades and Preserves

OUR PRODUCTS - GIFT SETS

Examples of Gift collections

OUR PRODUCTS - JUCO GIFTS

OUR PRODUCTS - HAMPERS

Examples of Hampers

Marketing & SOCIAL

TONE OF VOICE

Tone of voice

The tone of voice on the digital sphere will mirror the brand’s overall tone. The Mrs Bridges character of Upstairs, Downstairs fame was a woman with a tough exterior, quick to scold however kind and a ectionate in nature.

Motherly and compassionate, Mrs Bridges is a true matriarch with a passion for cooking and flavour. She will only serve the best - nothing else will do.

We would say...

Hi, hello, how are you?

Lovely, scrumptious, delicious, wonderful.

Hello Linda. Thank you so much for getting in touch and the kind words, it’s lovely to hear you enjoy our chutneys so much!

We hope you’ll be enjoying our chutney again soon.

All the best, Mrs Bridges.

Hi Debbie, what a wonderful cause, it would be our pleasure to send you a selection of our products to help you reach your target.

All the best, have a lovely day, thank you.

We are:

Authoritative Knowledgeable Warm and inclusive Measured Witty Worldly

We wouldn’t say ...

Yo, hey, alright?

Great, awesome, epic.

Hey Linda, Lakeland, Debenhams and Dobbies sell our products, regards Phil.

Hey Debbie, send us your details and we’ll see what we can do for you, cheers, Phil.

Cheers, sincerely, kind regards.

SOCIAL / PHOTOGRAPHY

Environment

Always shoot in a place that glorifies the jar in a homely environment, whilst complimenting the brand’s colour palettes. Do not be afraid to make the setting imperfect, i.e., have a few crumbs on the table and/or use a dirty knife. Always use minimal props when photographing simple serves.

Jar

Ensure every e ort is made that the colour of the product is as close to real life, bright and vivid with no reflection or bubbles in the label. The shot should be vibrant with plenty of colour, which results in a cheerful and charming image.

Social Media Image Specification

Size: <8MB | Aspect ratio: 2:3 and 1:1

Specs: 736x1104px and 1080x1080px

SOCIAL / PHOTOGRAPHY

Photography samples

SOCIAL / PHOTOGRAPHY

Photography samples