Lauren Anderson_Refizz_Branding Book

BrandBook 2020

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REFIZZ

REFIZZ

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REFIZZ

WE ARE...

REFIZZ

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TABLE OF CONTENTS

GETTING TO KNOW REFIZZ

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LOGO CREATION

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COLOR ADAPTATIONS

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TYPOGRPAHY

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PRINT AND DIGITAL

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MERCHANDISING

REFIZZ

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01. OUR PURPOSE 02. COMPETITORS 03. TARGETING OUR AUDIENCE 04. PERSONAS

SECTION. 01

05. OUR STORY

GETTING TO KNOW REFIZZ

MISSION STATEMENT Refizz is an inclusive eco-friendly sparkling water for people of all ages. We want to deliver a new form of happiness to the earth and your taste buds through new forms of composting technology.

We are the only brand that offers a unique product that reflects your desires and initiative to save the world!

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OUR PURPOSE

Sharing our PURPOSE with you and costumers allows us to CREATE A CONNECTION between our product and our mission. As a beverage company we are here to serve you and want to express how we do that in the clearest way possible. On the right there is an outline of the refizz purpose, why refizz existz, and how refizz can help you achieve your dreams.

Why do we exist?

We are here to offer a healthier beverage for lovers of fizzy drinks.

How are we different?

People should care because sodas/sugary drinks are bad for your health. Sugary drinks contribute to much of the diets that are consumed by obese and unhealthy individuals.

What problems do you solve?

We are solving the issue to the mass intake of sugary drinks consumed in the united states and the world.

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We are offering a brand with no gimmicks, our product is what the can says. No sugar, and healthier. We are also not using an fake sugars that have been linked to many health issues as well.

Why should people care?

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THE WORLD OF SELTZER WATER

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OUR MAIN COMPETITORS Understanding other companies in your product bracket can help you visualize what works and what does not in product design, advertisement, and all-around branding.

There are three brands to the right that represents sparkling water from low cost to high cost. Because they range in price it is important to see how their branding varies from each other.

COMPETITORS

MESSAGE & VISUALS

MESSAGE & VISUALS

MESSAGE & VISUALS

Clear American is simplistic brand with

Bubly is a bright and very simplistic brand.

Has green visuals and represents a higher

cheaper packaging, they use an aluminum

The colors tend to coincide with the flavors

end of the sparkling water. A regal feel.

can for much of the colors.

in the can. (Red=Cherry, Yellow=Lemon)

Originally were sold in bottles.

In there words they are providing the same product for a cheaper price.

QUALITY

QUALITY

QUALITY

Bubly is a mid land qaulity brand with a

Brands for a h igher quality sparkling water.

lower quality many people enjoy the taste.

great flavor range. They express this is their

There are very few flavors for costumers to

Because it is sold with fake sugar in it.

values and identity.

choose from.

MARKETING EFFORTS

MARKETING EFFORTS

MARKETING EFFORTS

They are walmart generic brand so there is

Online

Online

no website to comment or review on.

Bubly offers many advertisements for

Just started advertising online towards a

They only get customer reviews on the

people, including: commercials and social

younger audience.

walmart website, which can easily be lost

media advertisements.

Offline A lot of their advertisements are on billboards.

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in a sea of others.

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Lower quality sparkling water. Although it is

TARGETING OUR PRODUCT!

WHAT IS THE TARGET AUDIENCE?

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A target audience is a group of people that the product or company is targeting/intending to sell to. We are appealing to three types of people, those of which are expressed in the buyer personas on the next three pages.

ANGLEING IN ON OUR TARGET AUDIENCE To develop these buyer personas people’s lives were taken into consideration based on what a Refizz product can offer and give to each and every type of person. Those considerations are then generalized into a single persona of a person who would buy a product from Refizz.

STANDING UP FOR OUR AUDIENCE!

REFIZZ

Refizz is an inclusive eco-friendly sparkling water for people of all ages. We want to deliver a new form of happiness to the earth and your taste buds through new forms of composting technology. We are the only brand that offers a unique product that reflects your desires and initiative to save the world!

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PERSONAS

PERSONAS

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These personas display every range of our target audience. It was important that there were three different personas to show how people with opposite personalities could come across our product and have the same outcome. We range our target audience from a fitness lover to a recycling devotee.

PERSONA #1 Traits:

Level Headed, Independent, Organized, Neat

Bio: This women is a personal trainer living in maryland, she is currently in a three year relatonship with her boyfriend Kyle. She is very active and healthy, because of this she tries not to drink sugary sodas. But she loves the carbonation too much...

Goals:

Female 24 Health Nut Head Strong

- Her main goal is to find a new drink that will go great with her meal plan.

- She wants a fresh new take on her favorite bubbly beverages.

- She wants to experience new flavor combinations with just as healthy ingredients.

Frustrations: REFIZZ

- She is frustrated with the boring flavors and concepts created by other sparkling water brands.

- She also can’t stand diet sodas and the taste of fake sugar, so she needs a natural and clean taste.

- Her frustations end with big brand companies desire to push false narratves and add sugars even though they say there is none.

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PERSONA #2 Traits:

worldy, innovative, caring, responsible

Bio: This women is a mother and wife that wants to make the world a better place for her family. She is on a no waste journey with her family, so they grow and compost everything to reduce their carbon footprint. She is new to this lifestyle and sometimes misses her favorite drinks that were in cans.

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Female 30 Green Girl Soft-Heart

Goals: - Her main goal is to find new and inventive ways to help reduce polluton in the world.

- She also wants to influence other to join her in the same mission.

- She desires something she can buy at a gas station that follows her initiatives.

Frustrations: - Gabby is resistant to buying any plastic and hates to use products that polute the world.

- She misses the times when she could stop at a store before work and buy a drink and throw it out, without any care in the world.

- She hates giving her child a large reusable botlle to take to school, it seems her son keeps forgeting it.

PERSONA #3 Traits:

driven, creative, chaotic, memorable

Bio: This man is a social dude who loves drinking with his friends. He is constanlty searching for the best mixer for his mixed drinks. He would consider himself a thrill seeker for the tastebuds, this means he’ll try any new flavors.

Goals:

Male 27 Tech Savvy Chaotic

- His main goal is to find the best flavor of sprakling water out of all of the options.

- He needs a low sugar mixer for his drinks, because sugar gives you a hangeover.

- He needs a new and exciting flavor that makes him go Mhmmmm.

Frustrations: REFIZZ

- He loves mixed drinks but hates getting a headache from sugary ones.

- Highly dislikes the taste of regular club soda, he always needs a flavor to his sparkling water.

- He has been searching for the best sparkling water flavor combination for the paste three years.

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01. MOOD BOARD 02. SKETCHING 03. LOGO CONSTRUCTION 04. LOGO SIZING

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SECTION. 02

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05. LOGO SPACING

Creating the logo of a brand is just as important as the rounded idea of what a brand can represent. The logo should be impactful and memorable, this is where mind mapping and understanding the true meaning of the brand comes in.

To start with the creation of the Refizz logo an intense look into what the brand wishes to convey to the audience was developed. Refizz is a friendly and outgoing brand, many of the sketches for this logo represent those two characteristics. Once a basic sketch is developed, the logo underwent some digital variations but kept the same relative design. This design shows a friendly face that can be easily seen by the returning customer and enjoyed by the newer ones as well.

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LOGO CREATION

DESCRIPTION

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MOODBOARDING Why Moodboard?

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Mood boarding can help a brand discover the connection they wish to make with their customers/audience.

It also shows what is important to that brand and what they are looking for in both logo representation and originality. For Refizz the focus was on illustration, color, and fruit, to the right you can see that in our mood board.

SKETCHES Sketching Process In the beginning stages of creating the logo, sketches were created. To understand which direction our brand was heading we had many different variations, listed below, underway until we chose the current one. The Logo on the right was adjusted to meet some requirements but has been left relatively the same.

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THE LOGO Final Logo This is the final logo for Refizz.

We wanted something that would express how drinking our product would feel. It feels smooth, refreshing, and fun. This logo represents all those traits and more.

It is simplistic and can last for many years while staying relevant to times. We need it to be modern and reusable so that our customers can say, “I know that logo, I love that drink!” by just one glance.

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Monogram A monogram was pulled from the logo for smaller projects that need an aspect from Refizz. This aspect of the logo represents the customer and their enjoyment when consuming Refizz sparkling water.

It also represents the enjoyment one gets from not worrying about the pollution the bottle will cause because of its biodegradable.

Variations We have three corporate color variations for the ReFizz logo. We chose a vibrant green and a more muted one for advertisement purposes. Because there are two varients we can maintain our brands’ ideals and aspects to the public.

The third variation is the logo inverted, meaning the off white has now become the background and the green has no become the font color. This is also for advertisement purposes.

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These corporate color variations should be used when advertising, shipping, and corporate contracting. Flavor color variations should only be used when advertising for said flavor.

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LOGO SIZING Minimal size While our logo can be resized to be different types of collateral, you must never scale them down below the recommended sizes. Unlike the minimum size, there is no maximum size for the Refizz logo.

WEB

24 px

32 px

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PRINT

15 mm

25 mm

SPACING Isolation Area The clear space of the wordmark is the terminate by “X height”.

Which is a typographic unit that is measured from the baseline to the main line.

In the monogram, the clear space is determined by using the diameter of the circle as the X - Height value and then dividing this value in half

MONOGRAM X/3

X

X/3

WORDMARK

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INCORRECT USAGE The Incorrect ways to use the Refizz logo

Do Not Shrink

It is imperative to a brand’s identity that the logo is used in the correct way and not altered in any form on this page.

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Do Not Stretch

Do Not Mix n’ Match Font Color

Do Not Turn Reflect Any Aspect

Do Place Text On Top

Do Not Use Gradients in Logo

Do Not Thin Letters

Do Not Move Letters

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Do Not Outline Text

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01. PRIMARY COLOUR

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SECTION. 03

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02. FLAVOURS

Correct usage and accurate presentation of the Refizz logo are essential for long-term recognizability and usage. For this reason, the colors must be applied with meticulous attention to accuracy and placement. Consistent use of the colors will strengthen the impact of our brand identity. Wherever practical and appropriate, the logo should be reproduced in main logos colors or in the monotoned variations below.

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COLOUR ADAPTATION

DESCRIPTION

Corporate Colors These green tones are the brand’s corporate colors, they were chosen carefully to represent our main aesthetic of the Refizz brand.

Refizz wants to entice and calm the customer, these colors were picked to enable these feelings.

PRIMARY COLOUR

COLOUR

Hex: #6CBE45 RGB: 108, 190, 69 CMYK: 66, 0, 90, 0 Pantone: 2270 C

40%

60%

60%

40%

80%

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Hex: #97CD78 RGB: 151, 205, 120 CMYK: 45, 0, 51, 0 Pantone: 2255 C

20%

SECONDARY COLOUR

20%

80%

FLAVOURS VARIATION Different color variations can be used for logo variation and advertisement. However, these color adaptations are based on the flavors and what colors represent them. These colors should be used in the same manner as the primary color pairings.

PUNCHIN’ PEACH

COOL CUCUMBER

Hex: #FF9800 RGB: 255, 52, 0 CMYK: 0, 39, 100, 0 Pantone: 2013 C

Hex: #00B2A2 RGB: 0, 178, 162 CMYK: 92, 0, 51, 0 Pantone: 3534 C

Hex: #FF6D6A CMYK: 0, 67, 52, 0 RGB: 255 ,109, 106 Pantone: 2345 C

LOVIN’ IT LEMON

Hex: #00B2A2 RGB: 252, 227, 0 CMYK: 0, 0, 100, 0 Pantone: 102 C

Hex: #9CDBD9 CMYK: 34, 0, 10, 0 RGB: 156, 219, 217 Pantone: 324 C

Hex: #F9E27D CMYK: 34, 0, 10, 0 RGB: 249, 226, 125 Pantone: 2002 C

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01. PRIMARY FONTS

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SECTION. 04

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02. SECONDARY FONTS

Typography can be instrumental in introducing a brand to the audience. Just like the logo, it relates the brand to the feelings and ideas they are trying to convey. For Refizz soft and strong fonts are here to aid in the advertisements, business, and enjoyment of the brand.

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TYPOGRAPHY

DESCRIPTION

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PRIMARY FONTS About Calibri

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Calibre is a neo-grotesque/ geometric sans-serif typeface designed by Kris Sowersby in 2011.

It was designed alongside Metric and the two typefaces can be used almost interchangeably, as they share similar letterforms. Calibre takes the basic shape of Metric but extends some of the strokes so they terminate horizontally instead of vertically. Calibre is available in seven weights with matching italics.

Aa Bb Cc Dd Ee Ff Gg 123456789 #!$%&?

Light ABCDFEGHIJKLM NOPQRSTUVWXZ 0123456789

Regular ABCDFEGHIJKLM NOPQRSTUVWXZ 0123456789

Heavy ABCDFEGHIJKLM NOPQRSTUVWXZ 0123456789

Extra Light ABCDFEGHIJKLM NOPQRSTUVWXZ 0123456789

Bold ABCDFEGHIJKLM NOPQRSTUVWXZ 0123456789

SECONDARY FONTS About DINosaur DINosaur can be considered, from a not too orthodox perspective, as a ‘revival’, since the original font –which corresponds to the Bold weight on the final version– is extracted from a technical calligraphy manual for industrial lettering.

The references used to create the system were based on capturing objects annexes to the original on a time travel where industrial labelling was mainly handwriting, freehand drawn or using rules perforated with stencilled alphabets.

123456789 #!$%&?

Light ABCDFEGHIJKLM NOPQRSTUVWXZ 0123456789

Regular ABCDFEGHIJKLM NOPQRSTUVWXZ 0123456789

Heavy ABCDFEGHIJKLM NOPQRSTUVWXZ 0123456789

Extra Light ABCDFEGHIJKLM NOPQRSTUVWXZ 0123456789

Bold ABCDFEGHIJKLM NOPQRSTUVWXZ 0123456789

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DINosaur extreme roundness is not an ornamental fact, but the effect of tracers or rottrings wanting to generate mechanical forms.

Aa Bb Cc Dd Ee Ff Gg

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01. LETTERHEAD & BUSINESS CARD 02. ENVELOPE 03. WEB DESIGN

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SECTION. 05

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04. MOBILE APP

This section shows the printing and digital roundup of the brand. These outcomes all relate to eachother and visually connect every aspect of the brand through the final product.

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PRINT & DIGITAL

DESCRIPTION

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STATIONERY

Letterhead

Envelope

Front Side

Business Card

Front Side

janedoe1@gmail.com (740) 999- 9878 www.refizz.com

Back Side

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Back Side

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CORPORATE WEBSITE

PRODUCTS

REVIEWS

WAYS TO RECYCLE

HISTORY

CONTACT

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REFIZZ

We are a one of a kind drink for a one of a kind you!

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CORPORATE MOBILE APP

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ADVERTISEMENT

Poster #1

Poster #2

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Sip - Compost - Repeat

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DRINK COOLER

Side Panel

Top Panel

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DRINK STAND

Top Panel

Your new favorite drink!

Side Panel

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The only drink made for you and the planet!

01. COLOR IMAGE

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SECTION. 06

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02. BLACK & WHITE

Merchandising a brand is imperative to the mass visual communication of the brand. Below are several adaptation of Refizz merchandise, including our label design.

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MERCHANDISE

DESCRIPTION

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COMPANY SHIRT

T-Shirt Design

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COMPANY HAT

Hat Design

Bill Design

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COMPANY LANYARD

Lanyard Design #1

Lanyard Design #2

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Lanyard Design #3

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COMPANY REUSABLE BAG

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LABEL DESIGN

16.9 FL OZ (499.7 ml)

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c

zz umber fi cuc y raz

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CONTACT Refizz Corporate 546 New York United States E : refizzcorporate89@gmail.com W : www.refizzcorporate.co.id T : +005 6754 8976

REFIZZ

THANK YOU

345 th retailed, California

CONTACT US IF YOU NEED HELP

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