Branding_Heyya_Kaija Sydlowski

branding

table of contents

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welc

wha

ben

eras

heyya

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01 research

come

at is caffeine?

nefits of caffeine

02 about heyya

s of caffeine

about heyya heyya power heyya refresh heyya bliss heyya natural personas brand case study brand voice brand tagline mission statement positioning statement

03 branding basics logo

04 brand applications

secondary logo logo growth

stationery

logo usage

packaging

colors

apparel

typeface

advertisement website

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heyya

we give you

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u energy.

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our story

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Being a college athlete and pursuing two majors, I take immense pride in my accomplishments, though it's always been a challenging journey. Balancing academics and athletics demands significant effort, which led me to explore energy drinks to sustain both my physical and mental vigor. Among them, caffeine has been my preferred choice due to its widely recognized benefits.

However, as an athlete, I must adhere to strict regulations regarding the ingredients in energy drinks, many of which are unsuitable for sports consumption.

Recognizing this gap in the market, I envisioned creating a new energy drink brand tailored specifically for athletes.

Extensive research and surveys revealed that not only athletes like myself but people from diverse backgrounds and lifestyles have specific preferences for caffeine consumption based on their unique needs and occasions.

This insight led to the development of Heyya, a brand designed to fulfill these varied caffeine needs while ensuring safety and effectiveness, catering not just to athletes but to individuals across all demographics and walks of life.

CEO and Founder, Kaija Sydlowski

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research

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heyya is not only defined by great quality beverages but also its amazing customers. Each drink elevates your moments for costumers when they enjoy a Heyya brand drink.

We believe that in order to keep a brand strong it is important to establish some guidelines. This brand book connects all the elements you need to know about the heyya brand.

We hope you enjoy getting to know our brand better.

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what is caffeine?

Caffeine is a natural stimulant that belongs to a class of compounds called methylxanthines. It is commonly found in various foods and beverages such as coffee, tea, energy drinks, and chocolate.

Caffeine works by blocking the action of adenosine, a neurotransmitter in the brain that promotes relaxation and drowsiness.

By blocking adenosine receptors, caffeine increases alertness and reduces the perception of fatigue. Additionally, caffeine can stimulate the release of other neurotransmitters such as dopamine and norepinephrine, which can contribute to increased focus, improved mood, and enhanced cognitive function.

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br

ell c n i a adenosine (makes you feel tired)

adenosine receptor

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(blocks adenosine receptor)

benefits of caffeine Enhanced Physical Performance: Athletes and fitness enthusiasts use caffeine to improve endurance, strength, and exercise performance. Caffeine can stimulate the release of adrenaline, increase heart rate, and mobilize fat stores, all of which may contribute to improved athletic performance. Research suggests that consuming caffeine in the days after strength training reduces the painful effects of delayed onset muscle soreness (DOMs).

Additionally, a small study of Spanish JiuJitsu athletes found that consuming 3 milligrams (mg) of caffeine per kilogram (kg) of body weight before a workout increased their one and two leg vertical jump height.

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Improved Focus and Concentration: Caffeine can enhance cognitive function, including attention, concentration, and memory.

Students, professionals, and individuals performing tasks requiring mental acuity often use caffeine to improve their focus and productivity. “Caffeine hijacks this process by mimicking adenosine, latching onto the adenosine receptors, and pushing those receptors. away. As a result, we don’t feel as tired because we don’t have as much adenosine in our brains, so we feel more alert, awake, focused, and able to solve problems.”

- Darya Zabelina, Ph.D., assistant professor of psychology at the University of Arkansas.

Enhancement: Caffeine consumption en associated with improved mood and d risk of depression. It may increase the ction of neurotransmitters like dopamine rotonin, which play a role in regulating and emotions. A study conducted by d University found that people who offee everyday are 20% less likely to e depressed. Also, caffeine contains genic acid, ferulic acid, and caffeic acid. acids can reduce the inflammation of cells that takes place in the brains of with depression.

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The earliest evidence of caffeine consumption dates back to ancient civilizations. Indigenous people in Africa and Asia discovered the stimulating effects of plants containing caffeine, such as coffee and tea leaves. These plants were chewed, brewed into beverages, or used in rituals for their invigorating properties.

Ancient Use

The European colonial expansion during the 16th and 17th centuries played a significant role in the global dissemination of caffeine-containing beverages. Coffeehouses became hubs of social interaction and intellectual discourse in cities like London, Paris, and Vienna, while tea became a symbol of British culture.

Colonial Era

Coffee was first cultivated in the Arabian Peninsula around the 15th century, becoming popular in Islamic culture and later spreading to Europe. Meanwhile, tea, originating in China, became a staple beverage in East Asian countries before spreading globally through trade routes.

Discovery & Spread

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Modern Era

In the 20th century, the popularity of caffeine continued to soar with the invention of new beverages like cola drinks and energy drinks. Coca-Cola, introduced in the late 19th century, became one of the most iconic soft drinks globally, while energy drinks like Red Bull emerged in the late 20th century, targeting consumers seeking a quick energy boost.

Industrial & Mass Production

The Industrial Revolution brought advancements in transportation and technology, leading to the mass production and commercialization of caffeinated beverages. Companies like Folgers, Maxwell House, and Lipton capitalized on the growing demand for coffee and tea, making them accessible to a broader population.

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about heyya

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Heyya is a brand of energy drinks that focuses on elevating your moments with certain ingredients tailored to an individual's needs and way of life. Heyya's energy drink line ranges from physical activity, focus and refresh, bliss, and an all-natural category. Heyya beverages are more beneficial than ordinary caffeine because of their comprehensive formulation. While caffeine plays a significant role, each line also contains additional vitamins and minerals like B12, maca, ashwagandha, and yerba mate, all of which are meant to enhance your enjoyment of life. With every refreshing sip, Heyya invites people to embrace a lifestyle of energy and balance. They are packaged in environmentally conscious materials and finished with a simple design, embodying the idea of sustainability and wellness.

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Caffeine and B12: Vitamin B12 plays a crucial role in the metabolism of macronutrients like carbohydrates and fats, which are essential for energy production. It helps convert the food you eat into usable energy. Immune cells, which are vital for warding off infections and preserving general immunological function, are produced and developed primarily by B12. Caffeine has also been extensively studied for its benefits as an ergogenic acid or performance enhancer in strength and aerobic exercise. Increased aerobic endurance, better sprinting, leaping, and throwing performance, as well as enhanced muscular strength, endurance, and power, are possible advantages.

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Caffeine and Maca: Maca is frequently praised for its capacity to boost vitality and endurance. Eating maca can improve physical performance and aid overcome fatigue, but further research is required to substantiate these claims. Maca is occasionally used as a holistic treatment for mental health issues like anxiety and depression. Maca is also thought to possess adaptogenic qualities, which could aid the body in adjusting to stress and preserving hormonal balance. Maca may help control hormone levels, especially those of estrogen and testosterone, according to research.

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Caffeine and Ashwagandha: Ashwagandha is highly regarded for its adaptogenic qualities, which support balance and aid in the body's ability to adjust to stress. Reducing stress and anxiety is one of ashwagandha's most well-known health effects. It's thought to work by reducing cortisol levels, a hormone released in reaction to stress, to moderate the body's stress response. Human stress and anxiety symptoms can be lessened by using ashwagandha supplements, according to numerous research. Also according to research, it can help control neurotransmitters like dopamine and serotonin in the brain, which may lessen the symptoms of sadness and enhance mood in general.

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natural

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Yerba Mate: Yerba mate is a traditional South American beverage made from the leaves of the Ilex paraguariensis plant. The combination of yerba mate's other components and caffeine aid in enhance cognitive function, focus, and concentration. According to certain research, yerba mate can improve productivity and mental clarity. But in contrast to coffee, yerba mate also contains additional substances like theophylline and theobromine, which can help provide a more steady and balanced energy increase without the jitters or crash that are sometimes connected to coffee intake.

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personas Stacy Hall

Age: 31 Occupation: Teacher

Bio: Stacy loves being with her friends

but cannot make it through the day without taking a nap. This has caused her friends to start planning activities without her. She doesn't like the taste of coffee and is scared that energy drink ingredients are bad for you.

Gains:

• One product • Boost in energy • Boost in vitamins

g

Bio: Brad

boy named to stay asle Brad can't before rep looking for the day wi

Pains:

• Dislikes coffee • Sensitive stomach

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David Miller

Age: 21 Occupation: Student-Athlete

Bio: David Miller is a student-athlete at the University

of Michigan. He is a football player with a very hectic schedule. During the day he runs around campus for classes and practices and does not have time for a nap. He wants to find a drink that will help on the football field but keep him focus in the classroom.

Gains:

• Increase athletic performance • Increase cognitive alertness • Productivity

Pains:

• Complicated vitamin products • Joint Pain

Brad Smith

Age: 56 Occupation: Single Father

d Smith is a father to a sweet and loving little d Steven. Sadly, Steven still finds it difficult eep through the night. Being a single father, t take the chance of staying up late the night porting to his day job as a plumber. He's r a drink that will keep him going throughout ithout making him feel exhausted.

Pains:

Gains:

• Increase energy • Increase cognitive alertness • Mood enhancement 27

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• Caffeine Crash • Exhausted

brand case studies Celsius Energy drinks are a line of fitness-focused energy drinks produced by Celsius Holdings, Inc., an American company. These drinks are marketed as being designed to accelerate metabolism and burn calories, thereby potentially aiding in weight loss and enhancing athletic performance.

A N p a d in

A study done by the NCAA found Celsius to contain ginseng, guarana, L-carnitine and taurine, all of which are currently banned by the NCAA.

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Monster Energy drinks are a line of energy drinks produced by Monster Beverage Corporation, an American beverage company. These drinks are known for their high caffeine content and are marketed as providing a boost of energy and enhanced mental focus.

Monster contains large amounts of sugar ranging from 21 g to 34 g per oz. The sugar content is mainly in the form of sucrose, glucose or high fructose corn syrup. Therefore, high energy drink intake may increase the risk of obesity and type 2 diabetes.

Alani Nu Energy drinks are a product line from Alani Nu, a company known for its supplements and wellness products targeting women. The Alani Nu Energy drinks are marketed as a low-calorie, high-energy beverage designed to provide a boost without the use of artificial ngredients or excessive caffeine.

The Alani Nu energy drinks contain sucralose, an artificial sweetener found to be "genotoxic," or damaging to your DNA, according to a North Carolina State University study.

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brand voice

purpo

energetic f

successful

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oseful

c flavorful vibrant 31

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tagline

eleva your mom heyya

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ate r ments.

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Heyya is aimed to inspire those who want to succeed by giving them a sustained energy beverage that has separate lines to work with your body to help you reach your goals.

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mission statement

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positioning statement

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For individuals who are always on the go, Heyya offers a wide range of the most refreshing options, each drink elevates your moments for costumers when they enjoy a Heyya brand drink.

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branding basics

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logo secondary logo logo growth logo usage colors typeface

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logo primary logo

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secondary logo

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logo develop

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pment

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logo usage correct usage

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incorrect usage

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don't skew

don't use non-company

don't add effects

don't rotate

don't warp

don't change proportions

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colors GREEN

CMYK C69 M0 Y100 K0 RGB R111 G181 B87 HEX #6FB557

YELLOW

CMYK C1 M 24 Y100 K0 RGB R242 G194 B70 HEX #F2C246

TEAL

CMYK C89 M11 Y31 K0 RGB R0 G159 B175 HEX #009FAF

RED

BLUE

CMYK C4 M 100 Y100 K1 RGB R209 G54 B49 HEX #D13631

CMYK C93 M64 Y0 K0 RGB R38 G100 B170 HEX #2664AA

ORANGE

MAGENTA

PINK

BLACK

CMYK C0 M 81 Y88 K0 RGB R224 G98 B65 HEX #E06241

CMYK C0 M 100 Y14 K0 RGB R218 G50 B124 HEX #DA327C

CMYK C28 M100 Y6 K0 RGB R170 G49 B131 HEX #AA3183

CMYK C75 M68 Y67 K90 RGB R0 G0 B0 HEX #000000

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typeface Aa

Gotham Book Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ?’!”(%)[#]{@}/&\<-+=>®©$£¥:,.*

Aa

Gotham Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ?’!”(%)[#]{@}/&\<-+=>®©$£¥:,.*

Aa

Gotham Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ?’!”(%)[#]{@}/&\<-+=>®©$£¥:,.*

Aa

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Gotham Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ?’!”(%)[#]{@}/&\<-+=>®©$£¥:,.*

brand applications

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stationery packaging apparel advertisement website mobile app

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stationery

123 Street Name, City Name State, Country, 45678

+00 123 456780 +00 123 456780

www.example.com

dimensions 8.5 x 11 in

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123 Street Name, City Name State, Country, 45678 +00 123 456780 +00 123 456780 www.example.com

dimensions 9 x 12 in

dimensions 3.5 x 2 in

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packaging

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apparel

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advertisemen

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nt

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website

mobile app